'In many companies have to test the water sports marketing today, IP, brand, media, sports fans are more stringent relationship between the more mysterious, with a strong content output as the center, through all sorts of combing in order to allow the four together , Each taking the necessary auxiliary brands to maximize exposure and commercial liquidity '
There are 100 days left before the opening of the Russian World Cup on June 14, and the war around the content marketing of the World Cup has already started.
Four years ago, the major online media platforms World Cup investment are 50 million yuan up and down, advertising revenue as a whole in about 700 million yuan; four years later, several major platforms have invested billions of dollars.
Hundreds of millions of investment In addition to buying giants exclusive copyrights, several major platforms there are nearly a hundred frontline team brought the first-hand information so do everything possible to cover the World Cup, on the one hand increase the viscosity of fans, on the other hand is also to share the World Cup Bring the economic benefits.
CCTV 2014 Brazil World Cup advertising revenue more than 1.5 billion yuan, while the 2010 World Cup in South Africa CCTV all advertising revenue total about 1 billion yuan, or more than 50% .Industry estimates, if the 50% increase in the benchmark, then the Russian World Cup overall Advertising revenue should be about 7 billion.
Ten million won the giants team's exclusive resources
'There are 100 days of the World Cup, an instant, our content layout started not too early.' For the 'World Cup in advance of Russia's World Cup marketing campaign', said NetEase media editor Tian Hua recently accepted the first financial reporter Interview said.
Netease and the German Football Association exclusive signing ceremony held in Beijing on March 1, Netease World Cup in Germany Football Association exclusive partner in the media network in China, which is also the signing of the French team, Netease media and the world's No. 1 super power to reach a cooperation.
As the first mobile Internet media to publish the World Cup report strategy, NetEase's coverage of the current World Cup reported the battle 'double striker' is clear .In addition to Germany and France, the two top-level IP to help out, NetEase also released the World Cup six luxury content products Experience, officially started the Russia World Cup Sentinel war.
Although other content platforms have not yet officially released the World Cup strategy, but early December last year, Tencent Sports said it will be introduced in this World Cup new gameplay - 'Penguin team', that is, through the voting results of users, Tencent Sports exclusive invitation will come from Eleven world-class superstars from different countries covering different golf courses join the 'Penguin Team' to create the All-Star Team, and Tencent Sports, as the exclusive partner of these players in China's digital media, will receive the post-match interviews, interviews, Original programs and other content of the exclusive rights and interests.
In addition, some well-known football experts founded the sports media platform also have joined the fray, for example, Stanford football has completed the Russian World Cup-related layout, in addition to event coverage and fans service, World Cup football variety show planning preparation is pre-deployment , Intended to establish the first mover advantage.
According to the survey, more than 50% of the audience during the World Cup will watch sports and entertainment programs, through this type of program marketing as a non-World Cup rights and interests of enterprises just doomed, destined sports + entertainment has a huge market space, while the star team Star is the centerpiece of such shows. "Stanford Sports founder Qiang Qiang said.
First Financial reporter learned that in order to compete for wealthy team, the major platforms for the Russian World Cup team more than 32 seats approached.
'I also choose the team from the perspective of non-fans, completely out of the rational analysis, the French team and the German team are favorites to win the team, even if the last to go, but their World Cup journey must be very exciting.' Hua said.
As we all know, the French team has been nominated for six consecutive World Cup finals, and now the French team is more talented, known as having the world's top ten football talent reserve for the next decade super French team total worth up to 744 million euros, ranking The world's first, but the average age of less than 26 years old, is the youngest team in the history of the squad in the World Cup to win the odds, the French team ranked second, is one of the most popular team to win; the German team in the world Ranked first, as the defending champion, they will strive to win the Russian championship for the fifth time, tied the record.World Cup qualifier, the German team is 10 games 10 wins brilliant record to all fans that they have done for defending Well the most abundant preparation.
In order to secure the exclusive rights and interests of the two world-class teams France and Germany, Tian Hua started to contact them in November 2016. Netease eventually won despite negotiating with the other competitors. Want to be still the most important sincerity. 'Tian Hua told the first financial reporter.
This sincerity not only from the content platform to upgrade the report, but also from the giants team's exclusive copyright resources.
First Financial reporter learned that the World Cup top giants in China's exclusive rights of copyright sales basically at the level of tens of millions.
Netease invested tens of millions of resources, access to the French team from World Cup preparations for the World Cup campaign the exclusive process of expedition, camping in front as well as close contact with Pogba, Geli Zeman, Mbabe, Giroud and other world-class stars At the same time, Netease enjoy the exclusive coverage of the German team during the World Cup before and during the exclusive coverage of personal interests, including the exclusive training camp Germany and shooting rights and interests, enjoy the German team players, coaches, officials and other exclusive rights and exclusive interviews as well as exclusive insider Video rights.
'Our close contact with world-class superstars such as Ozil, Neuer, Muller and Cross, fans can see these players are not familiar with the majority,' Tian Hua said.
Music shock caused the World Cup copyright mystery
First Financial reporter learned that several major platform for the Russian Cup World Cup giants exclusive franchise investment in the basic level of tens of millions, whether financial or manpower, compared to the previous World Cup, the duel and the front are much turbulent.
The reason why the main platform for the blood under two major reasons, one is the copyright sales of the World Cup has been pending.The core is still a company funding chain fracture, making the Russian World Cup live in mainland China has not vested in. Who ultimately won the World Cup rights, the World Cup New media copyrights are secondary distribution and other matters are not sure, of course, can not be negotiated, so only the first strike. "A sports video platform, said the relevant person in charge.
The so-called 'a company' is actually affected by the crisis of music system as a whole music music sports.
Since its establishment in 2014, LeTV Sports has bought 310 event titles during the first three years of its expansion. Of these, 72% are exclusive and include not only popular events such as AFC Champions League, Super League and Premier League, but also golf, boxing, racing and more Niche project.As the music as the pace of globalization is accelerating, Le TV ecology on the Internet industry and even the traditional industries influence radiated in 2016 in Russia.
At the SPIEF in 2016, Jia Yueting, then chairman and CEO of LeTV Holdings, delivered a speech on "The Future of the Eco-World - Leveraging Russia's Entry into the ET Age." He said at the time that LeTV was actively seeking to win 2018 Russia World Cup Copyright.
'I remember this news was shocked the Internet industry, just as LeTV won Premiere Hong Kong's exclusive rights and interests, not only changed the CCTV has been a dominant situation, at the same time we also hope that the Internet industry in major international events have the right to broadcast voice, Which has the second copyright distribution space.To know, CCTV World Cup new media copyright second chance is very small, but the Internet and the World Cup has long been embraced. "The official said.
Taking 2014 Brazil World Cup as an example, from the perspective of attention, the scale of Internet users in Brazil increased significantly, regardless of the number of independent users and page views were significantly higher than the previous World Cup. Third-party monitoring data show that, compared to South Africa The World Cup, Brazil World Cup overall size increased from 230 million to 530 million, page views increased from 7.2 billion to 15.1 billion, showing that the number of Internet sports coverage of international sports event significantly increased the size of the population.
2014 is the first year of 4G in China. The video, mobile and socialization of the tide of the Internet have gathered in the World Cup in Brazil. Internet companies are omnipresent. Cloud computing, big data, multi-screen interaction, integrated marketing , O2O (OnlineToOffline, that is, online-to-offline) ... World Cup has become a test of all new technologies and new Internet games.Research data show: 86.1% of people said they prefer to watch the World Cup through the Internet than in 2010 Doubled the data.
From the beginning of the World Cup in South Africa, there has been a "World Cup new media copyright should be sold separately," the call, but the new media copyright sales so far still packaged in all media copyright.
'The key is the new media platform's revenue, the sale of new media-on-demand copyright has accounted for 60% to 70%, which also means that who have the World Cup media copyright, who have the right to speak of new media copyright' said the official said.
However, Music and Sports did not change history, but got all the media copyright (TV, mobile, radio and Internet) in Hong Kong, China.
However, at the end of 2016, the crisis of music system affected music and sports industry, and whoever possesses the all-media copyright in the mainland China market, which has high hopes of FIFA, has become the biggest mystery in the industry.
It has been widely reported that CCTV, which has a 40-year history of cooperation with FIFA, will take the lead. However, throughout 2017, the FIFA's events have not been widely spread in mainland China. Except for the World Cup qualifiers with the Chinese team participating U-20 World Cup, U-17 World Cup, Beach Soccer World Cup and Confederations Cup were not broadcast on CCTV Sports Channel. Only Tencent Sports won the FIFA Confederations Cup new media copyright last summer Test the paid services in the field of football.Of course, Tencent sports this move is also 'novice', is to promote cooperation with FIFA, Russia and then in the copyright competition in the World Cup can get the upper hand.
'The competition should be very fierce. First, the ups and downs of the Chinese team's qualifiers naturally have the ability to enter the World Cup in two programs. If the Chinese team enters the qualifiers, they must win the World Cup copyright and must fight for each other. It was the news of when China made its bid to host the World Cup. Whether it will be a bid or not, when it will bid for a bid, and which bid to bid for, it will cause nerves to be strained by any sign of trouble. After all, signing with the National Football Association is generally a few World Cups. The overall interest, if China intends to bid for the 2032 World Cup, the value of this all-media copyright cannot be estimated by numbers. 'The above-mentioned person in charge said.
Until the end of last year, the Chinese team did not advance to qualify for the World Cup, China's bid to host the 2032 World Cup has not been officially confirmed, and ultimately CCTV won the 2018-2022 FIFA World Cup in China's exclusive media copyright.
'40 years of tradition unchanged, the Russian World Cup is still in CCTV, everything is back to the origin, which also means that competition in the rights and interests of new media in turn will be unknown.' Sports industry entrepreneurs easy to say.
After the FIFA World Cup in South Africa, CCTV's attitude toward copyright distribution of new media fluctuates. In 2014 Brazil World Cup and European Cup 2016, CCTV did not distribute new media copyright, but directly handed over to CNTV for exclusive processing, even if the Rio Olympic Games were resold. The right to broadcast, also after the countdown has entered 20 days, the time is very tight.
As for the Russian World Cup, what kind of measures will CCTV have? There is no clear information at present.
Billion investment recovery is not a problem
In the World Cup in South Africa, CCTV distributed the rights to the new media of the World Cup. CCTV, which spent US$100 million to package two World Cups, used the distribution rights granted by FIFA, and signed on-demand rights with Tencent, Youku, Tudou and Ku6.
In the World Cup in Brazil, CCTV ultimately did not have secondary distribution rights. For CCTV's choices, Internet companies were quite surprised. 'In fact, the prices have been well talked about, and we are ready to sign contracts. The copyright price of new media has increased a lot in the past year. , Each estimate is more than 50 million US dollars, but CCTV ultimately decided not to sell. 'The above responsible person said.
The reason why the Central Government considers sales is unknown. However, it is undeniable that the new media platform is exciting for everyone because of the benefits brought by the World Cup.
"The benefits of the World Cup are generally divided into two types, one is traffic, and the other is income including advertising." Tian Hua told CCP reporter.
Taking the 2014 World Cup as an example, Netease's financial report for the third quarter of 2014 showed that Netease's advertising service revenue for the third quarter of 2014 was RMB 478 million, an increase of 60.1% year-on-year and an increase of 22.9% compared to the previous period. This is reflected in its financial results. , 'Our advertising services are also booming. Thanks to the commercialization of news client applications and the impact of the 2014 World Cup, traffic, food and beverages and financial services performed outstandingly this quarter. In addition, we also Happy to see the rapid growth of e-commerce business. '
Tencent’s 2014 financial report also showed that the company’s brand display advertising and display advertising have achieved revenue growth. According to the financial report, in 2014, video advertising recorded strong revenue growth due to a significant increase in video playback volume, including “good Chinese voice”. The traffic generated in the third quarter and FIFA World Cup content.
As for the distribution of new media rights and interests in the Russian World Cup, CCTV does not have any news yet. Thus, the choice of winning the exclusive rights and interests of the giants has become the most important way for the major platforms to maximize the share of the World Cup.
CCTV stopped its second round of sales in 2014. Sina, Sohu, Tencent and other websites have won the rights to the Brazil World Cup, and they are also looking for their own place, for example, Tencent Video is the first hand to deliver 24 hours a day Sina News is a full range of products and services that match the World Cup matches, fans camp, football manager games, World Cup Mall; Netease News has signed with the Brazilian national team, the Spanish national team and become China's exclusive Media Partner.
In these programs and products, the presence of corporate presence, not sponsorship, is implanted. Tencent World Cup reported that it has attracted, including Wang Lao Ji, IBM, China Merchants Bank, Nike, nearly 50 advertisers, the total amount of investment more than 2012 London Olympic Games figures; Ikki then with Celestica Fund, plus more treasure to reach a strategic cooperation, advertising revenue greatly exceeded the World Cup in South Africa.
In addition to the exclusive copyrights of the giants, several major platforms include nearly a hundred front-line team members who bring in first-hand information such as Netease's channels of technology, entertainment, fashion and finance to join the World Cup coverage team. , To bring users a variety of different perspectives of the World Cup original column.
Although each is still a marketing strategy of "saving the nation by means of curves," the overall environment has been different from that of four years ago, except for the mature Chinese fans market that has been formed by the European teams themselves, and the new generation fans' market of European teams deserves more attention. According to the "Overall Plan for the Reform and Development of Chinese Football" issued by the State Council, the number of schools featuring primary and secondary school football in the country will reach 20,000 by 2020, and will train 50,000 football clubs and part-time football teachers. Among them, the European football training business The team has the most opportunities and they also want to use the World Cup with the Chinese market closer, so that its brand and market value in China to maximize. "Yi Fei said.
In February 2017, the French Football Association (FFF) and the French Football League (LFP) announced the joint establishment of France Football China Office in Beijing. In the future, it will devote itself to popularizing and popularizing French football and helping Chinese football youth training and coaches training.
In this context, phenomenal World Cup events coupled with the needs of the soccer industry make the World Cup-related original shows not bad commercial sponsorship.
CCTV held in January this year, the World Cup advertising resource subscription ceremony in 2018, the end of the price from 165 million to 2.39 billion at the end of the public from the current data, the industry forecast the first batch of CCTV 2018 World Cup advertising resources (official sponsor exclusive program , Top partners, sponsors) The overall reserve price of 3.56 billion yuan, with a total revenue of 3.9 billion, which is only the first head of resources; NetEase has recovered half the cost of some of the original business operations of the program.
In many companies have a lot of water sports marketing today, IP, brand, media, sports fans four more closely linked more subtle, with a strong content output as the center, through all sorts of combing in order to allow the four together , Each taking the necessary auxiliary brands to achieve maximum exposure and commercial liquidity. "Yan Qiang said.
As for the World Cup advertising revenue will be how much, there is no relevant forecast data, but if CCTV advertising revenue increase as a benchmark, the Russian World Cup overall advertising revenue is estimated at about 7 billion yuan, including CCTV ads and new media Advertising revenue.