On the evening of the 27th, in a World Cup F Group finals match, the defending champion Germany was defeated by the South Korean team 0:2, setting the biggest unpopular since the World Cup started.
On the field, the South Korean team performed an upset drama. Outside the stadium, Chinese brands also staged a counterattack myth. Prior to the World Cup, billboards were always dominated by international brands such as Sony, Samsung and Nike, but they reached the World Cup. Of the 19 sponsors, 7 are Chinese companies. Excluding two brands of FIFA itself, the remaining sponsorship brands are only 15, which means that Chinese brands account for almost half of the total.
For example, Hisense is the first sponsorship of the World Cup by Hisense. It is also the first Chinese consumer electronics brand sponsor in the World Cup in the past 100 years. In this World Cup, Hisense replaced the position of Sony in the FIFA sponsors in 2014. Why is Sony? Exit, from the performance of the market in the last two years can be seen. Behind the sponsor, is the game of economic strength and market position.
'China's first'
Appearing on the World Cup stage, it is a matter of course for Hisense. TV is the main business of Hisense and has been the first in the country for 14 consecutive years. 'China's No. 1' is the foundation for Hisense to enter the world stage. Whether it is The European Cup or the World Cup, Hisense slogan has always been 'Hisense TV, China's first', this was used by friends to ridicule advertising language violations of advertising, but it is a true portrayal of Hisense's market performance.
According to the annual data and monthly data released by China Yikang, since 2004, the market share of Hisense TV has been ranked first in the Chinese TV market for 14 consecutive years and 5 months. Another research institute, AVC, announced The annual data for 2017 and the data for January-May in 2018 also show that Hisense TV ranks first in the Chinese market in sales and sales in the domestic omni-channel market.
Even the report published by IHS Markit, a world-renowned market research institution, shows that in 2017 and the first quarter of 2018, Hisense TV shipments and shipments also ranked first in the Chinese market.
It can be said that the three authoritative organizations have jointly verified that 'Hisense TV, China's first' is a non-delusion.
The World Cup Shows Hisense's Determination to Attack Overseas
As a leader in the Chinese market, opening up overseas markets is imminent for Hisense. In fact, Hisense has been in the sea for 20 years.
From the establishment of Hisense South Africa in 1996 to 2001, Hisense successively established branches and offices in the United States, Italy, and Australia in 2003 and formally entered the mainstream brands of Western mainstream developed countries. In November last year, Hisense acquired Japan with 798 million yuan. Well-known TV brand Toshiba TV, recently, Hisense Success Holdings acquired Slovenia GORENJE appliance company.
The sponsoring of the World Cup can be regarded as the determination of Hisense to demonstrate its determination to attack the overseas market. This is completely consistent with the reason and logic of Japan’s home appliance companies’ appearance in the major international sports arenas in the 1980s.
Of course, the collective appearance of the Chinese brand legions in the World Cup was also questioned as “people are stupid for money”. Not to mention that the sponsoring of the World Cup is a common practice of international brands. Even if Haixin is used as an example, it has already passed the sponsorship of the European Cup before sponsoring the World Cup. The experience of sponsoring top football matches to build brands and expand sales. Chinese people are not stupid, Chinese brands are also astute.
In this World Cup, Hisense’s product strategy was also very positive. A series of World Cup customized televisions were launched, including U7 with full screen design, U9 flagship TV with over 1,000 backlight partitions, and large-screen laser TVs such as L5, L7. These customizations The version of the TV is not only equipped with a more intelligent VIDAA AI system, but the added automatic sports model further improves the World Cup viewing experience and is well received by fans.
Russian consumers buy Hisense TV at local home appliance stores
The World Cup in Russia also surprised Hisense. According to Hisense officials, apart from the continued expansion of the brand's influence, the sales of Hisense products in Russia increased by 300% in the recent month, in the Czech Republic, Mexico, and Argentina. And other countries have also achieved double growth.
Hisense is harvesting its own World Cup bonus. The longer-term surprise is that brand awareness in the international markets, especially in developed markets such as Europe and the United States, is steadily improving. The potential for growth is not a World Cup event.
In the next half-month competition, hundreds of millions of viewers around the world will continue to be screened by Chinese brands represented by Hisense. As the road to internationalization of Chinese brands goes further and further, perhaps we should get used to such things.
