The 2018 World Cup in Russia is in full swing. The world's top sporting feast is not just a revelry of fans all over the world, but also a marketing battleground for Chinese home appliance companies. As early as before the World Cup began, various home appliance companies can be described as marketing tools. Out all the stops, sponsor the team, sign big players as brand spokesmen, and even more, some companies proposed new ways to win the full amount of the product. In this fierce marketing battle, as the official sponsor of the World Cup. Hisense Nature is the biggest winner.

In April 2017, Hisense officially announced that it was the official sponsor of the 2018 FIFA World Cup and successfully seized the C-bit of World Cup marketing. As the first Chinese consumer electronics brand sponsor for the World Cup in nearly 100 years, Hisense's green LOGO appeared during the World Cup. On the field, In addition, World Cup tickets and live scores are populated with the LOGO of Hisense. The world’s more than 200 countries saw Hisense’s presence through live signals.

In April 2017, Hisense officially announced that it was the official sponsor of the 2018 FIFA World Cup.

Why is Hisense as the official sponsor of the 2018 World Cup?

As one of the most influential sporting events in the world, the World Cup boasts an unmatched and powerful flow. According to statistics, the number of people watched in Brazil's World Cup in 2014 totaled 26 billion. Brand communication in such a world-famous event can be rapid. To increase the brand's global popularity and international influence, many home appliance companies naturally want to compete for this resource.

In China's household electrical appliance companies, there are many strengths that can win the favor of FIFA. Why is Hisense as the official sponsor of the 2018 World Cup?

As the first Chinese consumer electronics brand sponsor since the World Cup was established nearly one hundred years ago, Hisense's green LOGO appeared on the venue during the World Cup.

On the one hand, as a 100 billion-scale home appliance group, Hisense has the economic strength to spend nearly 100 million U.S. dollars to become the official sponsor of the World Cup. In the course of nearly 50 years of development, Hisense has grown from a fixed-point television production plant into a set. Multimedia, home appliances, IT intelligent systems, real estate and modern services diversified group companies.

On the other hand, TV as the main business of Hisense is the home appliance that is most easily associated with the World Cup. After all, most fans still watch the World Cup on the TV. FIFA chose Hisense because it is also in ULED HD. Advanced display technologies and multimedia technologies such as televisions, large-screen 4K laser televisions, etc. can make in-depth technological developments for the video presentation modes of events, and enhance the viewing experience of the audience. FIFA President Gianni Ivantinuo has publicly stated that: 'Hisense is a leader in consumer electronics in China and even in the world.'

FIFA President Gianni Infinino has publicly stated that 'Hisense is a leader in consumer electronics in China and even in the world.'

As the only TV cooperation brand in this World Cup, Hisense shouldered the mission of FIFA's special development of live broadcast display products and technologies. It is understood that FIFA will try to use UHD Ultra HD and HDR high dynamic technology signals for the first time this year. Broadcasting. In terms of products, Hisense also launched the World Cup official TV-U7 series in March this year. According to reports, its unique intelligent sports mode and motion frame measurement technology are more suitable for presenting motion pictures, making the goal instant clear and smooth. , More equipped with Hisense VIDAA-AI system, you can also achieve exciting moments screenshot sharing and star recognition.

In addition to the changes in the broadcasting technology of the tournament, there is another representative change node in this World Cup. That is, at the press conferences for the 7 games of the World Cup, such as the opening game, the traditional sponsors will no longer use the background board. Instead, they are replaced by large electronic screens. These screens are built by Hisense.

In fact, Hisense is able to obtain the 'Admission Ticket' of the World Cup from FIFA. Another important reason is that Hisense has extensive experience in sports marketing that other companies have incomparable. In recent years, Hisense Continued efforts in sports marketing, has sponsored the Australian Open, the Schalke 04 Football Club, the Formula One World Championship Red Bull Racing Team, the second largest US sports event NASCAR, etc., and sponsored the French European Cup in 2016 , became the first global sponsor from China in the 56 year history of the European Cup.

Strong corporate strength, advanced television product technology, passion for sports marketing and operating experience, and international brand image making FIFA eventually choose to work together, and the cooperation between the two parties is also Hisense’s subsequent sponsorship of the European Cup in 2016. After the 'brand internationalization strategy' continuation.

After winning the World Cup official sponsor, how did Hisense take advantage of marketing?

The identity of the official sponsor gave Hisense a unique advantage in World Cup marketing. After the official announcement of becoming the official sponsor of the World Cup, Hisense fully integrated the World Cup elements into the product, launching various football elements including the 2018 World Cup-designated TV. Products attract the attention of countless fans.

At the same time of launching customized products, Hisense also launched a series of online and offline activities with sponsorship privileges around the World Cup. For example, cooperation with Suning on the joint marketing of the World Cup, the creation of a fan square, and a free look at laser TV And other activities, detonated fans enthusiasm.

On April 14th, Hisense's customized fans' plaza project for domestic fans was officially launched in Nanjing.

On June 5th, less than 10 days after the opening of the World Cup in Russia in 2018, Hisense enlarged his enrollment - officially signing British actor Benedict Cumberbatch (nicknamed 'Vol. Fot.') into Hisense Television. The latest spokesperson. Hisense's left-handed 'World Cup', right-handed 'Hollywood' operation, has broken through the traditional game of 'World Cup + star' and has played a new height in World Cup marketing.

What did the Sponsorship World Cup bring to Hisense?

In sports marketing, Hisense is undoubtedly the earliest and most expensive enterprise in the entire home appliance industry. In this regard, Zhu Shuqin, Brand Director of Hisense Group, stated that 'Hisense dares to spend money because Hisense has confidence in its products.' In practical terms, in recent years, Hisense has gained recognition in foreign markets. Facts have proved that the practice of sponsoring high-end sports events is very effective.

According to statistics, Hisense’s global reputation increased by 6 percentage points during the European Cup 2016 alone, and European market sales increased by 65% ​​in the second quarter, and domestic TV market share increased by 1.87 percentage points.

This time, Hisense has invested heavily in the World Cup and the sponsoring effect has begun to appear. According to data from Zhong Yekang, from January to April 2018, Hisense's laser TV sales volume and sales both increased significantly year-on-year, at 80 inches and above. In the TV market, sales of Hisense Laser TV accounted for 42.32%, an increase of 183.50% year-on-year; sales accounted for 43.93%, an increase of 132.13% year-on-year.

It can be seen that the sponsorship of high-end sporting events has achieved remarkable results in promoting the brand's internationalization strategy for Hisense and sales growth. Hisense’s sponsorship of the World Cup will bring the brand's dividend to peak during the event. Zhu Shuqin said, ' Hisense has accelerated the process of internationalization through industrial upgrading, organizational restructuring, and global mergers and acquisitions in recent years. The expansion of the sports industry is also an important step for Hisense in the international market. ' 'The future, Hisense will also create and internationalize Need for a long-term investment in sports marketing. '