UMBRO’s Short Video Marketing Strategy: Stimulating Young Fans’ Purchasing Enthusiasm on Match Days in China

This study focuses on UMBRO, a football brand, and explores how it enhances the brand’s influence among young fans in big cities of our country by means of online short video marketing strategy. First, it reviews the development history of UMBRO brand and its current actual situation and analyses the necessary points of its transformation from traditional marketing mode to digital marketing. Then, after a detailed analysis of the characteristics of the target audience and their actual needs, this paper gives a guide to the creation of short video content for young fans, which covers the artistic techniques involved in storytelling and the application of various technical means. In addition, it also elaborates the strategy of cross-platform communication, and the relevant standards used to measure its effect. Finally, it summarizes the effective ways used by UMBRO in the field of short video marketing, and looks forward to its future development trend, emphasizing the importance of continuous innovation.