This year's World Cup in Russia, hundreds of millions of viewers around the world continue to be screened by Chinese brands. Market research data shows that Chinese companies invested 835 million US dollars in this World Cup, equivalent to 5.3 billion yuan, ranking first in the world.
Chinese sponsor sample
When some people are questioning Chinese companies, 'people are more foolish,' the brands that have invested huge sponsorship fees and promotion fees have begun to harvest the World Cup bonus.
According to the sales data of the 26th week (June 25-July 1) released by Yikang, a market research organization, Hisense, one of the official sponsors of the World Cup, has a stable sales and retail sales in the TV market. Ranked first in the market, the top three best-selling retailers were all taken by Hisense.
As the first domestically produced Haixin for 14 consecutive years, it is not unexpected to win the championship again. The true status of 'One Brother' is that in the 26th week, Hisense’s TV retail sales accounted for 19.9% of the total, which is further opened. The gap between the two, in which the contribution of the 'World Cup' is the main driving force.
According to Zhongyikang data, the performance of the color TV market in May was unsatisfactory, and the retail sales decreased by 17%. In June, with the advent of the World Cup, the pulling effect on the color TV market was obvious. Hisense, which frequently brushed the screen during the World Cup, is undoubtedly the biggest benefit. By.
Compared with the domestic market, which has always had a large base share, Hisense has experienced explosive growth in overseas markets. In the 26th week of 2018 (June 25-July 1), in the French market, Hisense TV sales increased by 598.99 year-on-year. %, sales increased by 908.78% year-on-year; in the Canadian market, Hisense TV sales increased by 520.58% year-on-year, and sales increased by 449.60% year-on-year. Looking back at the 2016 sponsorship of the European Cup, Hisense TV sales in Europe during the season of the event It increased by 56% year-on-year and by 65% quarter-on-quarter.
A wider audience, a more influential World Cup, the brand dividends created can be seen.
What is Hisense doing right?
It’s too early to talk about the World Cup resumption, but Hisense’s bonus is so good. There are so many sponsors, what exactly is Hisense doing right to make it a market darling?
Dead 磕 Super Sports IP. Brand influence is not achieved overnight. Hisense can play sports marketing on the world stage, and it is also exchanged for real money. Two years ago, 50 million euros in the European Cup has already revealed its unique marketing vision and experience. Adidas, Coca-Cola, McDonald's and other nine world-class brands have appeared on the same stage. Hisense has increased its brand value while gaining a huge brand exposure, laying a foundation for further opening up markets in Europe and the United States and other developed countries.
Before sponsoring the European Cup, Hisense also sponsored the F1 Infiniti Red Bull Racing Team, the Australian Open and other international events. It can be said that the continuous death of the Super IP, a large number of sports marketing investment in exchange for the European Cup and the World Cup. 'A blockbuster'.
Take the 'watch the ball' to the extreme. Brands with strong marketing ability are often easy to ignore the strength of their products. Hisense has just launched U9, U7 and other World Cup designated TVs around the World Cup. The unique automatic sports mode greatly enhances the experience of fans watching, artificial The intelligent VIDAA AI system makes the fake fans greatly benefited.
In the 26th week of the sales data released by Zhongyikang, we found that the recently released Hisense 80吋L5 laser TV achieved a historic summit, knowing that L5 is close to the price of 20,000 yuan.
This shows that, first, Hisense has created a new product demand for laser TV through sports marketing and category education. Four years ago, the World Cup, 55~65吋 TV, for many people, has been regarded as a big screen. This year, Hisense Push the big screen laser TV, directly increase the lower limit of the big screen 'watching the ball' to 80 吋.
Second, technology brings differentiated competition and price advantage. If consumers also choose traditional LCD TVs of about 80 ,, the price will be far more than 20,000 yuan. Even compared to 65 吋 flagship products of brands such as Japan and South Korea, Hisense Laser TV has to be more cost-effective. Hisense has been deploying laser TV for ten years. More than 300 core patents have finally blossomed on the product, and they have taken a different approach in the increasingly profitable TV Red Sea to win market initiative.
The World Cup has already reached the second half, and it is time to test the sponsor's high marketing investment. Usually, the brand dividends brought by sponsoring sports events will reach the peak during the event, but how long can the World Cup's bonus be eaten? It is a real problem in front of the sponsors. Hisense has already proved the value of the World Cup marketing investment through the sales summit, but behind this, it has continuously accumulated marketing experience through international large-scale events and cultivated display technology to create product leadership in the past 40 years. Perhaps it is the correct path for domestic brands to go to the international stage with the help of the World Cup.
