Shoe enterprises of Jinjiang city spend lots of RMBs to advertise their products on electronic media.
During the FIFA World Cup 2006, CCTV International (CCTV-9)earned revenue of more than RMB0.7 billion, from which, Jinjiang enterprises gave ads worth RMB0.1 billion.
Shoe enterprisers have begun to pay attention to big sports events and therefore, they hire star players to endorse their products.
Because of anti-dumping duties imposed by the US and EU, most shoe enterprisers of Jinjiang city have shifted their attention from overseas markets to domestic markets.
They wish to enlarge their domestic market share in the light of World Cup.
However, industry experts suggested that enterprisers should not only focus on look and feel of the products but also on technical innovation.
Fibre2fashion News Desk - China