Two years ago, with a swipe of Slogan, Hisense was dubbed the '2016 European Cup's biggest dark horse.'
Two years later, this scene is expected to repeat itself, but for a bigger stage - the 2018 Russia World Cup.
Less than 50 days after the opening of the World Cup, marketing wars have already begun in advance. Hisense, the official sponsor of the World Cup, has also announced the marketing slogan of 'believing to change'. So, what changes did Hisense bring to the Europa League two years ago? The extent to which the World Cup with 2 billion audiences will change this active local company?
Changing the World Cup with Technology
Hisense is a recognized technical school among domestic TV brands. From the earliest promotion of LCD TVs to CRTs to the development of the unique 'ULED super-quality display technology' to the 'laser television' that focuses on high-end large screens, Hisense continues to promote global display technology. innovation.
The World Cup, for hundreds of millions of fans, is a visual feast. Because of its particularity, the requirements for television broadcasting technology are higher, and the transmission requirements for audiovisual effects are more diverse.
The 2018 World Cup in Russia was known as the 'best-looking' World Cup ever, because all sessions achieved the broadcast of ultra-high definition HDR signals. If 4K is a huge increase in the number of pixels, then HDR technology is a quantum leap in pixel quality. .
4K HDR signal has brought a greater amount of data processing, from the screen to the backlight, the chip, in order to better restore the 4K HDR relay signal, Hisense conducted a special technology research and development, launched the World Cup officially designated TV U7.
Unlike ordinary TVs, U7 is dedicated to hierarchical amplification of broadcast and television signals to ensure the clarity of the picture from the source. In addition, its unique intelligent sports mode and motion frame measurement technology are more suitable for presenting motion pictures, making the goal shots clear and smooth.
In addition to quality, cutting-edge technology - the addition of artificial intelligence will completely change the World Cup experience, TV from a one-way output screen into multiple interactive operations. Hisense launched VIDAA AI system, in addition to faster speech recognition, powerful Figure search function is a killer, it will be derived from a pure viewing game 'knowledge', 'sharing' and 'shopping' and other scene features.
Hisense VIDAA AI introduced the industry's first full-area real-time image search technology, which is a faster human-computer interaction design than voice. When the TV plays the screen, press the unique 'small' key of Hisense's remote control. In 0.1 seconds, you can capture fleeting images. Compared to voice recognition, the physical buttons are undoubtedly faster and more direct. Then the system automatically opens screen shots to share. You can share the high-definition screen to a circle of friends.
Image recognition function, its information search supports 20000+stars, 1000+ TV station logos, and 4 levels of complex two-dimensional code recognition. The accuracy of item identification is as high as 99%.
If it is a person identification, Hisense VIDAA AI can provide complete encyclopedia content, mass news gossip; through the logo recognition, can know the current user is watching cable TV information, the user can find the past content of the program being viewed through the program list function; If the item is identified, the purchase link is directly displayed after the success of the recognition, and can be purchased with one click. For the frequently-displayed activity QR code in the program, it will either disappear too soon or be too small to be scanned. , you can accurately capture, you can also enlarge the display.
A small step in the World Cup, a big step in globalization
Hisense overtook the World Cup, to a large extent because of its taste for European Cup marketing. During the European Cup in 2016, Hisense’s global popularity increased by 6 percentage points, and in the second quarter European market sales increased by 65%. These are just sponsoring Europe. The immediate effect of the cup, the longer-term impact is gradually released as the brand value increases.
In 2018, Hisense’s brand share in the international market continued to grow steadily. Taking the European market as an example, European brand sales rose 35.2% year-on-year from January to March 1818, with UK brand sales increasing by 19.0% year-on-year, brand sales. Increased 27.7% year-on-year.
As a typical representative of Chinese companies going to the sea, Hisense's global brand operations have achieved remarkable results.
An industry source pointed out that because the Chinese market is large enough, many brands can rank among the top in the world with market share, but their influence in the international market is still very weak. Therefore, Chinese companies often enter the international market by acquiring foreign brands. With the increasing demand for 'sea-going', shaping the brand's own influence has become a top priority for Chinese companies.
Because of this, in the development of overseas markets, Hisense has always insisted on its own brand strategy. The data shows that in 2017 Hisense’s own brand sales were 1.98 billion U.S. dollars, an increase of 19.6% year-on-year, and self-owned brands accounted for 59.1%.
The two major events within 2 years of heavy investment, Hisense's globalization can be said to be very firm. Throughout the past, 'top event marketing' is none other than the success of those successful world-renowned brands, the only way to globalization. Samsung took advantage of the Olympic Games to become famous. Sony and Sharp used the World Cup and the European Cup to grow rapidly. Today, Hisense represents the handover of the world's color TV industry.
Technology is the core competitiveness of a brand, and brand is a concentrated expression of technology. With Hisense's global leadership in display technology, the overwhelming strength of World Cup brand marketing has become inevitable. Hisense’s goals from global brands are getting closer and closer.
