2018 is the ' World Cup ' year. The four-year World Cup is not only a feast for football fans, but also a stage for the sports marketing dark war. The time of the World Cup is from June 14 to July 15. The opening of the World Cup is becoming increasingly close.
At present, a wave of sports heat has been set off in the country, sports industry by capital sought after.
In addition to the early entry of the sports industry Tencent, Ali, Wanda and other capital giant crocodile, the domestic large number of home appliances giants have secretly in the sports industry on the depth of the layout, playing across the border marketing. Suning very early in the sports industry beaches, and in the copyright, competition, such as the operation of the field horse enclosure. Su Ning in the sports industry's territory expands unceasingly, plays the pattern to be also most. Suning's PP sports concentrate super, the Premier League and other world top events copyright, become the exclusive League of New Media copyright party.
Recently it is the United Hisense, but also the United Changhong Mei Ling, in the World Cup sports marketing fun. At the same time, the 2018 FIFA World Cup official sponsor of Hisense, also naturally will not let go of this cross-border marketing opportunities.
In fact, in addition to the World Cup, Hisense has continued to sponsor top sporting events in recent years, and to organize restructuring and global mergers and acquisitions in order to look for brands and sales across the international market. Changhong, TCL, the United States, Gree, Skyworth also have raised the banner of sports marketing, they or signed the Belgian national team, or join hands with Neymar and other sports stars, or bid venues project. These appliance enterprises all put their exerting force on sports marketing as part of their international brand reshaping combined boxing.
In Japan and Europe and the United States and other household appliances strong decline, the Chinese brand of home appliances brand is emerging in the global market trend. and home appliances giants in sports marketing enthusiasm has its background. In recent years, the domestic home appliance market growth space gradually smaller, many home appliances giants through the international market to enhance profitability. Companies are willing to invest huge sums of money in mergers and acquisitions to open up overseas markets.
But they are often plagued by these challenges: how to shape high-end brand image, build brand influence, let the world's consumers recognized. The popular sports marketing is regarded as a breach by Chinese household appliance enterprises. This marketing tool also opens the door for Chinese brands to raise global visibility.
The World Cup is the world's top sports resources, is also rightly welcomed by home appliances giants, as its expansion of the global market more rapid and effective path.
However, for China's home appliances enterprises, how to make good use of sports marketing, "local good, difficult overseas" short board, how to avoid excessive in sports marketing, confused investment, how in the sports industry really have a margin, not just Bo eyeball, are challenges. We see that at present, Chinese household electrical appliance Enterprises in the process of overseas construction, there are some problems. Some enterprises in the expansion of overseas markets, the haste, lack of resilience. After the acquisition of the target overseas, some companies will send a large number of personnel to overseas markets, and optimistic about the development of profit targets, but neglected the most critical localization and integration of the problem, to the end will often encounter results and expectations far from the situation.
At the same time, because of lack of experience, enterprises are apt to consume too much in reorganization. Haier Group board chairman Ruimin recently said that Chinese enterprises to create a brand overseas, at least 8 years of loss, that is, 8 years of payment period. From a certain point of view, we can call Ruimin's strategy a strategic loss.
Chinese enterprises in overseas brand building, the first need to have a longer period of investment, and then into the running-in period, the harvest period. In addition, overseas business expansion toughness is very important, sports marketing expensive in the continuing, Chinese enterprises need to continue to strengthen the brand diversification of the construction of marketing system. Sports sponsorship is not a short-lived short-term act that requires long-term, sustainable strategic planning.
Samsung has sponsored the seven Olympic Games in a row, which is the most important way to open up markets in the international arena. Whether it is the World Cup or the Olympic Games, its sponsors are divided into many grades.
For Chinese household appliance enterprises, it is a knowledge to choose what level, what level of sports events to sponsor and participate, whether the selected competitions are suitable for the target consumer groups, whether the sports sponsorship items match the brand positioning and product characteristics. In any case, we see that in the world's top sporting feast, there are more and more Chinese home appliance brands. Chinese home appliances companies are speeding up ' sailing ', they are using their own way to influence the world, some Chinese home appliances companies have even begun to lead the world market level.