The key battle.
For all mobile phone companies in China, this is the case in 2018. The Chinese market has been unreliable, growth has slowed down or even stagnated, and the decline; the top four companies Huawei, Xiaomi, OPPO, vivo have obtained most of the sales and revenue, also Controlling the supply chain and channels; they are not at ease. India, Southeast Asia's low-end models are no longer able to meet growth expectations, must go to higher-profit regions - Europe; larger screens, more beautiful designs, smarter AI, Chinese mobile phone companies are also trying to tear off the imitation of the label with innovation.
Ambition and desire, rising or sinking, all in this year.
Focus
As the largest mobile phone company in China, Huawei is particularly low-key this summer. It just uses a few stars to take photos of the new Huawei mobile phones and promote a wave on social networks.
Vivo will be the next year's Qatar World Cup mobile phone sponsorship also 'wholesale' purchase, into the pocket, become the 2018 and 2022 two FIFA World Cup mobile phone sponsors.
On the evening of June 19th in the Louvre in Paris, OPPO launched the commercial film starring Neymar on the occasion of the release of Find X.
In July, the 2018 Football World Cup entered the knockout round, becoming more and more hot. It became a sponsor with other mobile phone companies, and it was launched by CCTV. The football celebrity endorsement is different. As the largest mobile phone company in China, Huawei is particularly low-key this summer. It only uses a few The star took a photo of the new Huawei mobile phone and promoted a wave on the social network.
For a mobile phone company that wants to go global and have greater visibility and influence from around the world, sponsoring the World Cup should be a good choice.
In this respect, there have been similar cases. In the process of growing from a regional enterprise to a global enterprise, South Korea’s Samsung Corporation’s case of sports marketing in the 1988 Seoul Olympic Games has become a model.
At that time, Samsung products were equated with the ground in the United States. After actively sponsoring the Seoul Olympics, Samsung gained 27% year-on-year growth and high-end consumer image. Since then, Samsung has become a regular sponsor of the Olympic Games.
An anonymous former Huawei employee analyzed that Huawei's internal ROI (return on investment) control is very strict, especially in 2017. From the beginning of the year, Huawei founder Ren Zhengfei asked for profit margins, 'everyone knows that it will not pass.' Under such a state of mind, no one inside Huawei may mention such a thing.
Starting from To B production and sales of program-controlled switches, to the mobile phone business of To C, Huawei is essentially a data management, engineer thinking, it is difficult to truly understand the sponsored business activities with the nature of 'gambling', difficult to accurately quantify .
As far as spokespersons are concerned, Huawei has chosen star Messi, top model Karlie Kloss and Hollywood actor Scarlett Johansson (P9 Global Spokesperson), who has been blamed for the huge expenses.
Therefore, when it is equal to glory, when the actor Hu Ge is speaking, because of the simple, the TVC of the big scene is saved, and only 7 short videos of social communication are taken. This is one of the few endorsement cases recognized by Huawei inside.
This round of World Cup TV broadcast, Huawei made some advertising for P20 mobile phones.
In contrast, Xiaomi mobile phone because of the impact on the Hong Kong capital market, uncharacteristically, through the World Cup to vigorously start advertising. Xiaomi 8 spokesperson is Wu Yifan, the main push 'dual-frequency GPS, precise positioning'. So some people exclaimed Xiaomi began to OPPO , vivo advertising route.
In 2016, Xiaomi high-profile invited Liang Chaowei to endorse, the actual application level is almost equal to Huawei's glory, please Hu Ge endorsement. The industry's endorsement costs and channel shop advertising costs are generally 1: 10. Have money, please spokesperson, lack of money to shop, become a mobile phone There are phenomena, millet is a typical representative.
Several factors are combined, although Huawei has sponsored some football events and clubs in Europe, it is very slow to sponsor the 2017 World Cup. Xiaomi may be interested in it. In the past, it was biased towards Internet marketing. The gene of the fan economy decided that it had no basis for sponsoring sports events.
Check out the official Weibo of Xiaomi Company and Lei Jun World Cup since the start of the World Cup. In addition to a few cards involving the completion of a hat trick or a lore, the lottery is closed, or the past routines - sales break XX record, new features are very strong.
However, the FIFA official body of the World Cup has its own rhythm. It has been looking for sponsors around the world since 2017. It plans to implement the internal training of the American Football Super Bowl and try more commercialization.
The opportunity to seize this opportunity is the domestic mobile phone third-vivo. On May 31, 2017, in Beijing Taimiao, vivo officially announced to become the official sponsor of the Russian World Cup, signed a six-year long-term contract, also became the next Wanda, After Hisense, the third Chinese brand will appear in the World Cup in Russia.
According to estimates, the number of global viewers in this World Cup will reach 3.6 billion, and the coverage of the topic discussion includes 230 countries and regions.
Survival sponsorship
Even if Huawei quickly unifies its internal opinions and reached a purchase intention, it does not care about spending a lot of money. It still needs some luck to be able to win the World Cup. This happened to vivo.
Through the cooperation of third-party communication company introduction, in early 2017, Lu Qun, vice president of vivo brand, took the lead in meeting the official FIFA official business representative in the domestic mobile phone circle. After the first meeting, Lu Qun got a one-month lock-up period. .
It is said that during this period, the first few mobile phone brands in China are interested in negotiating, but because vivo first occupied the communication category, other mobile phone brands did not have the opportunity to enter.
Based on the border advertisements cooperating with CCTV during the last World Cup, the advertisements were well-effected, and Vivo quickly and decisively won the sponsorship program. One week to determine the cooperation, two or three weeks to talk about the price. From the beginning to the end, vivo and FIFA management only I have met once, and the rest are over the ocean.
This is a hotline for sponsorship. In fact, despite the third place in domestic sales, as of June 2018, Vivo sells mobile phones in 18 countries and regions around the world; its rival OPPO sells mobile phones in 31 countries around the world; Opponent Huawei sells mobile phones in more than 32 countries.
For a global event sponsorship, the more sales areas, the more dominant, the vivo itself is not dominant. What makes the FIFA representative unexpected is that he only sold one sponsorship, and finally the vivo will be sponsored by the next Qatar World Cup mobile phone sponsorship. Wholesale 'buy, income pocket, become the 2018 and 2022 two-time FIFA World Cup mobile phone sponsor.
The total cost is about 100 million yuan a year. Is this kind of cost worthwhile? I don't know, the account is not good.
FIFA is another book. After Sony has retired from communications sponsors, they need to quickly find a replacement. In addition, FIFA wants to transform and hopes to make the World Cup a Super Bowl. ) such a commercial effect.
The Super Bowl is the annual championship of the NFL (American Football League) NFL. It is these people who are currently selling the highest price of copyright in the world. The NFL Alliance is the world's most powerful sports professional sports league, its copyright in the United States. The price has sold for $40 billion in eight years. The Super Bowl is also very expensive. The US domestic TV station sells $5 million for 30 seconds.
FIFA trusts vivo, but there are some sports marketing experiences before seeing vivo. Vivo has always named India's cricket super league in 2016 and 2017 for the two seasons in India. The latter is an Indian national competition; Also sponsored the Premier League and the European Cup. When the vivo X7 series was released, Vivo announced that it had reached a cooperation with NBA China, becoming the only official mobile phone partner of the latter, and then signed the NBA Golden State Warriors Stephen Curry as a product. Spokesperson.
If the FIFA commercialization transformation is successful, vivo will gain a favorable position for the next cooperation.
OPPO grabbed the star Neymar
Perhaps it is a domestic marketing plan (such as the creation of the 101 women's team event). The energy is delayed. Maybe the competition is too late. Maybe it is that the money is not worth the investment. OPPO is not the official sponsor of the World Cup. The World Cup, and on the eve of the World Cup in 2018, the release of the Find X mobile phone in Paris, a two-pronged approach, the volume of sound will be an order of magnitude.
Right now, at this time, talk to OPPO about World Cup marketing. They are more willing to talk about catching the Brazilian international Neymar. In the Louvre in Paris on the evening of June 19, OPPO launched the commercial film starring Neymar on the occasion of the release of Find X. At a social gathering, Neymar picked up a necklace of beautiful women, followed a secret room, and opened a secret weapon representing the future through the necklace - Find X mobile phone. Although there was no dialogue in the whole scene, sitting at that time The foreign reporters under the stage watched the laughter.
On June 30, after the domestic press conference of Find X, OPPO assistant vice president Shen Yiren revealed to Shennet that the cooperation with Neymar started very early. 'At that time, Neymar was not injured.' The whole project operation combined with Find X Published in Paris, the World Cup factors, etc., have long been planning.
Before this, in June 2015, Barcelona won the Triple Crown in 20114-15 season, Neymar became the top scorer in the UEFA Champions League and the Spanish King's Cup. OPPO signed a three-year contract with Barcelona Football Club of Spain in September 2015. The contract, became the official sponsor of the team's mobile phone sector, and launched a customized version of the phone. The two sides cooperate in various areas, including football matches, fan activities, TV commercials and so on.
On August 4th, 2017, Neymar moved to Paris Saint-Germain. But OPPO still brought in Neymar through the accumulated relationship in the past, and played for their own products at the start of the World Cup. After that, every game with Neymar Brazil The team competition, especially after Neymar's goal, will be linked to the Find X mobile phone to enhance awareness and influence.
OPPO has told Deepnet that there is not much investment in the World Cup marketing. In the past, it has sponsored football. Now some people point out that entertainment marketing is excessive. This year, OPPO wants to highlight the technological attributes, and correspondingly reduce the World Cup investment, and it has not risen to the strategic level.
However, OPPO purchased the World Cup CCTV five sets of broadcasts before each game, the intermission and the post-match advertising period, this price is not cheap. According to "Mobile China Alliance" report, OPPO, Xiaomi appeared in the World Cup broadcast top cooperation In the list of partners, the bid is won at a price of not less than 239 million yuan.
The World Cup was broadcast by CCTV5 in China. CCTV previously decided not to distribute the rights of the World Cup. This means that the TV and mobile (Youku) and CCTV monopolize the World Cup live broadcast.
Unlike vivo, the official sponsor of the World Cup, OPPO can not enjoy the priority of negotiating cooperation with the World Cup power broadcasters, as well as some additional rights. But OPPO has a good relationship with TV media for many years, the prime time of the event On the top and almost equal to the vivo, the rotation became the first advertisement in the intermission room.
Marketing landing
On May 21 this year, FIFA World Cup vivo extraordinary night in Beijing ushered in two legendary stars, respectively, the 'cradle dance' classic time to create the former Brazilian international Bebeto, the other is the football legend 'Netherlands Three Musketeers' One of Luther Gullit.
At this moment, Vivo released the extraordinary version of the X21 FIFA World Cup. The back of the phone made full use of the World Cup image, design elements. The color has two kinds of collection blue and victory red, the back glass material joined the World Cup, football, goal And the Russian iconic Kremlin and other patterns.
At the press conference on the same day, Vivo also played a video, and the audience could notice that the NEX iconic lift camera that had not yet appeared was placed. Waiting until the day before the official start of the World Cup, Vivo officially released the full bangs in Shanghai. Screen NEX mobile phone. Thus officially with two mobile phones to carry and transform the World Cup marketing fever.
Users in the World Cup information acquisition channels, Tencent News, today's headlines and other information clients and CCTV5 become the two channels to understand World Cup information, followed by WeChat, Weibo and other social media platforms. In this regard, vivo targeted Collaborate, or place banner ads, or post pictures after the event to further enhance the effectiveness of the ads.
Whether it was the opening ceremony of Russia's 5:0 victory over the opponent, or Messi missed the penalty, or the defending champion Germany team was eliminated, Brazil entered the top 16, the turbulent World Cup plot provided a good script, Void someone specifically planned for this Spread pictures, posters, long tail spread on friends circle and Weibo. Mainly reflects the spirit of the brand.
In addition to the game scene, LED advertising around the football field, vivo has done a lot of things. For example, during the competition in Moscow and St. Petersburg, Vivo set up a 100 square meter brand experience zone, inviting fans to experience through products and interactive devices. Inviting photographers, KOL and ordinary fans to take photos with the vivo mobile phone on the spot, share it; give the vivo mobile phone to FIFA as the official FIFA work machine and so on.
In some domestic first- and second-tier cities, the theme of the vivo store was changed to the World Cup. Vivo also started from the 1/8 competition, organized offline viewing activities, invited fans to watch the ball, and share the fun of the game.
Through these methods, it has already had some effects. According to vivo, the data monitored by PR Newswire shows that among all World Cup sponsors, 20% of the media volume is only 22% lower than the sports brand Adidas. Domestic media data It shows that among the World Cup sponsors from China, the volume of the media in the Vivo accounted for more than 60%.
At the closing ceremony on July 15th, there will be a performance time of about 8 minutes. The three singers headed by Will Smith will sing the World Cup. This singing session is the first time for the World Cup and the Super Bowl for the World Cup. One means. In this 8 minutes, Vivo will have a Super Time show.
How much of this can be turned into real sales, which will be announced by the end of this year. However, one thing is certain, players who still have the strength to stay at the mobile phone table should be glad to continue to ask for cards. bid.
Recall that in 2016, Nubia signed a football star Cristiano Ronaldo as its brand spokesperson, and asked Messi to speak on the label. According to Tencent's “Deep Net”, C Ronaldo was revealed to Nubian. The endorsement fee is about 4 million euros a year.
This endorsement has a lot of noise in 2017. Unfortunately, by 2018, after the hat-trick of C Ronaldo in the World Cup, how many people remember the endorsement? Nubian, who has been baptized by the market, is now mainly focused on game phones, for football. , on its official Weibo, made a prize contest, no C Luo figure.