Analysis Of Joy And Worry About Sporting Goods War In World Cup

< p > as one of the world's three major sports events, which is one of the world's top sports events, which is one of the world's Olympic Games and F1 formula cars, the world cup has always been a battleground for all businesses. As a direct related sports product, it is the top priority of competition. Brazil World Cup, whether it is foreign brands Adidas, Nike, Puma, or domestic brands Lining, Anta, PEAK and so on, all riveted into the "competition arena". < /p >
The P World Cup sporting goods war this year has its own "happiness" and "worry". Foreign brand "Hi" is successfully occupied the position of the sponsors of each participating team, and the brand influence is further enhanced. The "worry" is that the world cup product is deeply in the "fluorine" quality and safety crisis; the Chinese brand "Hi" is successful in catching up with the world cup marketing bus. < /p >
< p > < strong > < a > href= > http://sjfzxm.com/news/index_p.asp > > Quality > /a > safety provoke storm > /strong > /p >
On the eve of the opening of the Brazil World Cup, an environmental protection group announced the latest test results of its purchases of World Cup sports in 16 countries (regions). The first tier sports brands such as Nike, Adidas, Puma and so on were listed in the Brazil World Cup. 81% of the sports shoes and 35% of the jerseys were found to be poisons residues. Among them, one of Adidas's star products, shoes, the highest level of perfluorooctanoic acid was nearly 15 times higher than that of the world cup. < /p >
< p > a stone stirs up waves. In the face of such sensitive moments such as the world cup, most manufacturers remain silent, but doubts about the quality and safety of sporting goods in the world cup still affect many consumers' purchasing intentions. Just as the world cup is in full swing, Adidas, the official sponsor of this year's World Cup, has made a commitment to eliminate the use of long chain perfluorocarbon (PFC) by January 1, 2015. Before June 15th this year, it is guaranteed that its 90% products do not contain PFC, and that 99% products will not contain PFC before December 31, 2017. < /p >
< p > it is understood that the sports clothes questioned by the environmental protection organization contain three main toxic ingredients, namely nonylphenol polyoxyethylene ether (NPE), o-phenyl two formic acid (commonly known as plasticizer) and perfluorinated compound (PFCs), which include perfluorooctanoic acid (PFOA) and long chain perfluorocarbon (PFC) and other toxic substances. As a matter of fact, since 2011, the group has been testing many famous sportswear and calling for its "fluorine" issue. < /p >
< p > Why do sports products contain fluoride? "Take PFC as an example, most waterproof, oil and antifouling products will use this material, not just sportswear. For sportswear, the most effective use of this material is waterproofing, and there is a certain degree of safety hazard. Although the use of PFC is not technically avoidable, there are some alternatives in the world, including organic carbon and active acid. Although there is a reduction in hazard, there is a gap in performance. Professor Wang Jianming, director of the teaching and research section of Light Chemical Engineering Department of Beijing Institute Of Fashion Technology, told reporters that the harm of PFC mainly depends on whether the product exceeds the standard limited quota. At present, the limit of international standards is 1PPM (one in a million), so long as it is within the limit, safety is guaranteed. < /p >
< p > besides PFC as a widely used waterproof technology, NPE as a surfactant is also widely used in the textile industry. Studies have shown that some perfluorinated compounds, such as perfluorooctanoic acid, have bioaccumulation and can accumulate in the human body through food chains, interfering with the endocrine system and injure reproductive organs. < /p >
< p > "there is not a unified understanding of the hazards of these chemicals in the world at present. Moreover, the environmental protection organization has not mentioned what the technical standards are based on. What level is the technical index in the industry? Is the technology standard used in the industry scientific and reasonable? Is it recognized by the industry?" Xu Jian, Secretary General of the national garment Standardization Technical Committee, told reporters: "control of related toxic and harmful chemical substances is very necessary, which needs to be fully studied based on these substances, and the results will be widely known to the public, so that the society can recognize and accept it. At the same time, it is necessary to work out a technical evaluation standard that accords with objective reality and industry recognition. Based on this, the evaluation of products can truly be accepted by the society. Recently, the standard of ortho two carboxylic acid has been stipulated in China's clothing standard. Other chemical substances have not been asked yet. Some of them are being studied. If these substances are confirmed to be harmful to human body, they will be stipulated in the standard. < /p >
< p > < strong > "edge ball" refraction embarrassment < /strong > < /p >.
< p > compared with international brands in the world cup, domestic sports brands this year's World Cup marketing strategy, without exception, chose to play the "edge ball": Lining launched a series of football quick reaction products, including the national team jerseys, football shoes and so on; PEAK launched a T-shirt product containing soccer elements; Anta launched a T-shirt and casual shoes combination. < /p >
Besides P, there are also brand choices to integrate the world cup into related events, sponsoring cctv world cup reporting team and so on. Overall, the choice of products such as T-shirts and sweaters to reflect the elements of the world cup not only caters to consumers, but also does not involve copyright issues, has become the choice of most sports brands during the world cup, and even leisure fashion brands such as Metersbonwe have popularized such T-shirts and POLO shirts. The "edge ball" strategy of this world cup also reflects to some extent the embarrassment of Chinese brands in the world soccer market competition. < /p >
< p > "sports marketing has just started in China as a high-level marketing tool on promotion and advertising." On the basis of drawing lessons from foreign experience, it is worthwhile for every Chinese enterprise to join in sports marketing to think deeply about how to fully tap the potential of sports marketing combined with facts and advantages and disadvantages. Ceng Zhaohui, a well-known brand expert, told reporters that sports marketing needs a great deal. Companies often spend huge sums of money to win agreements for sponsoring sports teams or events, and the cost of developing sponsorship is more. If the marketing budget of sponsorship is not enough, enterprises will not be able to make effective use of the sponsorship rights they have bought, thereby losing the real marketing opportunities. Therefore, enterprises should act according to their abilities and do not regard sports marketing as a game of burning money. < /p >