Puma'S Draft Variety Show: Entertainment "Change Track" When Completed

In May 10, 2020, Puma officially appeared as a "designated sportswear sponsor" in the Tencent video production talent show "creative camp 2020".

In the second phase (the next) program updated in the day of the Creation Camp 2020, the students at the sea election stage ended up in the collective dormitories according to their respective groups. In the session of trainees packing, the program group specially arranged the program instructor Lu Han, with the purpose of exploring the camp, sending the Puma sports suit to the trainees in the form of "gifts".

When the popular student trainee Tian Jing fan shouted "Puma" in the program and showed his Logo in front of the camera, the old German movement was also accompanied by hundreds of teenage girls who embraced the dream of stars.

This is not the first time a sports brand has appeared in the Chinese variety show as a formal sponsor. In the same competition, Iqiyi is playing the "competitive products" women's group talent show "youth has you 2". The NIKE appears in the program with the cooperation status of "IP tide cooperation".

In the first quarter of 2019, in the first season of "youth with you", another New Balance, a sports giant, contracted for training shoes. The sports brand SKECHERS also has deep involvement in Iqiyi's 2018 variety idol trainee.

From the point of view of brand tonality, handsome men and women who advocate the spirit of "hard work" and other positive spirit in the talent show have a natural agreement with the sports brand. These beautiful young draft trainees are gradually becoming the best targets of all kinds of brands.

When the trainees wore Puma training clothes to sing and dance, the German movement veteran also released its first quarter 2020 earnings report:

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Affected by the epidemic, Puma's net profit in the first quarter was only 36 million 200 thousand euros, down 61.6% from 94 million 400 thousand euros in the same period of 2019, and sharply reduced by 58 million 200 thousand euros.

"The first quarter was very difficult. We did our best. "

Bjorn Goulden, chief executive of Puma, said (Bjorn Gulden).

"However, in view of the fact that over 50% of the world's sports and sports venues have been closed for a long time, the financial situation in the second quarter may be even worse. "

On the occasion of the announcement of financial performance, Puma also obtained a credit limit of 900 million euros earlier this month to help enterprises to make capital turnover.

With Puma as the representative, the major sports brands all over the world are experiencing the biggest business crisis since its establishment.

Take another German sports giant Adidas as an example. In April 27th, Adidas released its first quarter results in 2020 in its official channels: in the great situation of the new crown pneumonia epidemic, Adidas declined 19% in the first quarter of 2020 to 4 billion 753 million euros. Among them, Adidas brand sales fell by 20%, while Reebok's brand sales fell by 12%.

The figure that gives people more sensory impact is the percentage of 97% - adidas clipper fall on net income. According to a summary of official performance, Adidas's net revenue from global continuous operation dropped by 97% to 20 million euros. Compared with the same period in 2019, the figure was 631 million euros. In addition, the basic earnings per share from continuing operations dropped to 0.13 euros, down 96% from the same period last year.

Offline sales are stagnant and inventory is in serious backlog. When the online sales of firepower are not enough to save the field, the dark moments waiting for brands may not yet come.

In response to the second quarter's performance, Adidas's current CEO Kasper Rosterd also made the same optimistic forecast as the top Puma executives: "after mid March, all the performances really went through a cliff fall (dramatic basically falling off the cliff), and the next second quarters, the company's overall revenue growth will still be seriously affected. "

By the end of May 13, 2020, the Covid-19 epidemic caused by the new coronavirus had spread to more than 100 countries around the world. The cumulative number of confirmed cases worldwide has exceeded 4 million passes, reaching 4186841 people, and the cumulative number of deaths has reached 288565. Despite the gradual improvement of the global prevention and control situation, the "sports competition" as a representative of cluster activities is still an important forbidden area for all countries to prevent and control.

After the European Cup and the Olympic Games two heavy events have been postponed, according to some experts predict, it is very likely that all sports competitions will be held in 2020, which will undoubtedly be a heavy blow to the whole sports industry.

As a result, for the brand side, how to change the track in order to survive is a common topic.

For Puma, for many years, the strategy of "crossing the loop" sports and "cross border" fashion clothes has laid a relatively good foundation for them to change the track.

Puma, a sports veteran established in 1948, has been in the world sports Brand Company TOP 3 for more than seventy years by virtue of its professional quality, unique design and varied marketing techniques.

Athletics and football also helped Puma to leave many fame in the history of sports. Jamaica lightning, Boulter, who has repeatedly refreshed human speed limits, is also a blue shirt Italy, which won the Hercules cup in 2006. Puma's Logo and classic runway design have also been world-famous. In 2019, Puma continued to contract with Manchester City for about 10 of its total value of about 650 million, maintaining its brand competitiveness in the BIG 6 of the Premier League.

In addition, at the end of the twentieth Century and Vince Carter's cooperation ended early, they were far away from the Puma of basketball circle. In 2018, they signed the first round of NBA potential rookie of Marvin, including Andre, Andre, and Michael.

In August 2019, Puma also officially announced the signing of the Chinese men's basketball team and CBA Liaoning defender Zhao Jiwei, which has become the first basketball player spokesperson for PUMA signing in Greater China.

However, compared with NIKE and Adidas, Puma spent most of the past ten years is still frustrated.

In 2007, Gucci's parent company opened its Puma with a price of 330 euros per share. But shortly after the acquisition, Puma's share price continued to decline due to bad management, and the company began to continue to shake, and the company ushered in a long dark period.

This downward trend did not ease until the Puma business transformation in 2015. The key move of Puma transformation is that in December 2014, pop Rihanna became the company's creative director and global ambassador.

In 2015, the first pair of shoes "Creeper" released by the two sides, namely muffin shoes, was sold out quickly within 3 hours. What Rihanna brings to Puma is not only the huge exposure of products and brands in the age of social media, but also the support of human resources and capital strength. Two years after signing Rihanna, Puma's third quarter earnings report showed that the company's net profit increased by 98% compared to the same period last year, reaching 39 million 500 thousand euros, which far exceeded the industry analyst's prediction of its growth in 2016.

Sticking to the "hard core" sports brand is the Puma of the past, changing the situation, and choosing the power of entertainment and fashion to achieve brand remolding.

As they did in 2018 when they signed a lot of NBA rookies, they quickly appointed the American rap Godfather singer and the famous Jay-Z as "creative director of basketball" to carry out "sports + entertainment" to the end.

In 2019, the famous sports brand Under Armour announced that rocket young girl 101 member Yang Chaoyue joined the Under Armour brand endorsement camp. Now, only a year later, NIKE and Puma have invested in the flow of Chinese variety shows.

However, compared with Under Armour and NIKE's "Buddhist operation", Puma's integrated marketing strategy is more complete.

Apart from brand tonality, sports brand sponsorship shows almost seamless convergence in the "brand use scenario". "Singing jump practice" is an indispensable and necessary scene in draft variety, and trainees can wear a brand sponsored sportswear for a long time.

Just as NIKE did in "youth has you 2", in the 2 hours of youth (including the last period), the average time was 60 minutes, training was born in the rehearsal room, during the stage and even during the interview, all dressed in NIKE Logo clothes. NIKE in the first phase of "youth has you 2" shows the brand's cumulative duration, which is no less than a 90 minute football match.

Today, Puma, the debut in creative camp 2020, is making such a soft implant more green.

Take the latest second (next) of the program as an example. Since the 09 '20 Puma was officially unveiled as a "student gift", after the total length of 2 hours and 13 minutes of the program, except for the theme song MV of 2' 01 '40-2' 06 '35, all the students were wearing Puma's pure white training T-shirt to complete the shooting. Nearly two hours of variety shows almost turned into Puma's "commercials".

It is worth noting that the first Puma training dress for the trainees is none other than the former Puma spokesperson, Lu Han, who is now the spokesperson of Adidas originals.

On 2015, Lu Han's 25 birthday, Puma officially announced that it was an Asian spokesperson. At the end of 2016, cooperation between the two sides ended, and Lu Han moved to Adidas. Puma continues to play a role in the Asia Pacific region. In China, Liu Wen, Guli Nazha, Yang Yang, Dou Jingtong, Li Xian and other stars joined the endorsement Corps. In South Korea, Puma also won the popular idol Youth League "bulletproof Youth League".

In February 2020, Puma announced a new "entertainment" spokesperson, Jolin, and launched a new LQDCELL Shatter Mid training shoe.

Apart from the high density and wide spread of the network in the field of entertainment spokesperson, Puma also pays close attention to the promotion through the official website and its own social media platform.

This Puma, as the sponsor of the "designated sportswear", makes use of the diversity of the variety scene to make a linkage play.

For example, in the sub program "creative camp 2020 practice room", which is on the line of Chuang Chuang, the length of the total length is 28 '35. All the trainees in this period are all wearing Puma's pure white training T-shirt. Starting from 18 minutes, there was a morning tea dinner show, and 5 students who took part in the photography were wearing a long sleeved coat with multicolored mashup outside the T-shirt, which is also one of the products produced by Puma programs.

On the other hand, along with the pace of the program's update, Puma's official website and official Bo also started supporting propaganda. Puma's official website of China has "dared I have a brilliant light": the theme shopping page of "creative battalion 2020" students' vitality is included in the page, including 15 sports shoes, training socks, training T-shirts, training jackets and so on, all of which have been unveiled in the program.

At the same time, Puma also forwarded and publicize the official account of its official account on its micro-blog @PUMA Puma. The students of Tencent video creation battalion 2020 sang and jumped the content, and coordinated with the fans' forwarding and posted the purchase links of the same training clothes. These linkage propaganda work was not done by NIKE in the "youth you 2" positive film.

According to eon data released in May 13th, the "network of Arts day", "creative camp 2020" ranked first in the 70.8 broadcast index. "Youth has you second season" with the 67.9 broadcast index ranked second. Although it is too early to decide on the sponsorship of two sports brands, the diligent Puma seems to have gained the upper hand in the "cross border wrestling".

In the latest Puma earnings report, although the net profit and other data were significantly reduced due to the impact of the epidemic, it was a blessing in disguise, and Puma's online e-commerce sales increased by about 40%. We can wait and see whether Puma, who is gradually becoming more and more familiar with the entertainment industry, can stabilize the basic market in the dilemma of sports.