In this summer's World Cup, Hisense will undoubtedly take the limelight.
As the first Chinese consumer electronics brand sponsor since the World Cup was established nearly a hundred years ago, Hisense's green LOGO will appear on the venue during the 2018 FIFA World Cup. In addition, the World Cup tickets and live scores will be printed on the pop-up window in Shanghai. Letter's LOGO. Although Hisense did not publicly disclose the specific amount it invested in the World Cup, it is reported that it cost more than 100 million yuan in the World Cup. The effect of this sports marketing has begun to appear.
Driven by the World Cup effect, the color TV market was detonated ahead of schedule. The 20th week of 2018 announced by Zhong Yikang showed that the retail sales under the color cable increased by 289.9% compared with the previous period. It can be seen that many fans have already done so for the World Cup. ready.
Hisense officially announced that it will become the official sponsor of the 2018 FIFA World Cup in April last year. After the joint announcement with FIFA, Hisense soon launched a new series of World Cup World Cup official television and other designated products.
In the recent year, in addition to the large and small events held in conjunction with the events, Hisense and Suning also set off waves of World Cup marketing. Last month, Hisense even invited international star Owen to stand on his own platform. .
Has always been low-key Hisense this time can be described as under the 'blood'. In fact, in addition to the World Cup, Hisense has also shown great enthusiasm for other sports events. In recent years, Hisense has sponsored the F1, Australian Open, and top-level The identity of the sponsors sponsored the European Cup of France and became the first global sponsor from China in the history of the European Cup for 56 years. And this time Hisense became the official sponsor of the 2018 FIFA World Cup, which is also unprecedented.
Sponsorship of sporting events is indeed a 'beneficial deal' for companies. According to statistics, Hisense’s global popularity increased by 6 percentage points during the 2016 European Cup alone.
When interviewed by a reporter from Securities Daily, Zhu Shuqin, brand director of Hisense Group, stated: 'As the world's largest commercial IP value, the World Cup boasts an unmatched and powerful flow. With the sponsorship of top international events, you can quickly improve Hisense's global reputation. In a few years, measures such as industrial upgrading, organizational restructuring, and global mergers and acquisitions have accelerated the internationalization process. The expansion of the sports industry is also an important step for Hisense in the international market.
According to statistics, for every 1% increase in the popularity of a corporate brand, it will cost US$20 million in advertisements. With the help of sports events, the same cost can increase corporate awareness by 10%.
For the investment in sports marketing, Zhu Shuqin said: “Why does Hisense dare to spend money because Hisense has confidence in its products. From the actual results, in the past few years, Hisense has gained recognition in foreign markets. It turns out that it sponsors high-end sports events. The practice is very effective. In the future, Hisense will also make long-term investments in sports marketing based on the needs of brand building and internationalization.
In addition to Hisense, many “players” who used the sponsorship of the World Cup participating teams and the famous players '蹭' hot spots also flocked. The industry believes that it is foreseeable that Chinese companies’ World Cup marketing war will be the most intense. One session.