Sports Business Issue 2597, Welcome to the leading sports industry information channel!
Wen|Liu Menglong
Sports Business Reporter
Relying on the new goal god Donnarumma's cool play like Toldo's possession, the civilian version of Italy under Mancini's rule once again stood on the top of the Europa League after 53 years. So far, after 22 competition days, 51 games of fierce competition, to honor the 60th anniversary of the theme of Euro 2020 celebrations
Finally, the curtain has come down successfully.
As the world's first restart of a cutting-edge world tournament in the post-epidemic era, Euro 2020
Let people once again deeply appreciate the great charm of soccer as the world's number one sport. This year's tournament has also contributed many classic time, whether it is a generation of king C Luo
The dominating roar after breaking Iranian striker Ali Dey's national team goal total is still the Spartan Warrior
Higgs' 45-meter shot, or Donnarumma's calmness after the penalty shootout, there is always a picture that will be remembered for a long time, and will remain in the minds of the fans for a long time.
Despite the surge in e-sports in recent years, this year's Euros
It also confirms that the traditional sports, represented by soccer, are still rock solid. A few sets of data are enough to prove its value. Taking the Wembley showdown between England and Italy as an example, the highest ticket price was still speculated to 54,000 pounds (about 480,000 yuan) under the premise of opening 67,500 seats in the whole stadium. According to UEFA's official website, 137 broadcasters around the world will be the European Cup.
Reaching 229 countries and regions, more than 2 billion people watched the competition in the group stage alone, equivalent to seven seasons of Formula One or three seasons of the English Premier League.
Total Audience. Domestic communication media category, Europa League
The head IP of the whole network is in the hands of the people. according to the data of Sina Weibo, as of July 14, Euro 2020 is the most important event in the world.
Topic views are up to 2.4 billion, compared to Euro 2016 in France
The figures for the same period are more than four times higher.
A big game is not just the athletes on the field of battle, not just the fans of the carnival, is still the media, marketing force of the vertical and horizontal intertwined, the latter on the success of a big game plays a more critical role, and the current UEFA Europa League
During the period, China Mobile Migu as a representative of the new media channels, through the layout from online to offline considerations, for the fans to bring the ultimate experience of watching the game, which is embedded in the media competition operation ideas, fan marketing play and so on for the profession to provide a reference template.
Mickey Mouse creates online + offline UEFA European Cup
Feast, "second site" becomes a hit!
In recent years, following the emergence of new media on the Internet, viewers have more ways to watch the game outside the traditional television side of the choice, and with the user's needs more and more diversified, segmented, these new media channels in the search for ways to improve the user's experience to rack their brains, and repeatedly contributed to the fresh gameplay, especially in the heat of universal attention during the World Championships, the Russia
World Cup
It opens up the user's vision of "from watching the big game to playing the big game". And this year's European Cup
, and the major copyrighted media outlets did their best.
Take Mimi, for example, as the Central Radio and Television Administration Euro 2020
The tournament broadcasting cutting-edge partners, they from online + offline two dimensions, through a series of quite a sense of participation in the game, completed from the professional fan collective to the pan-fan circle of the full coverage. In particular, the "second scene", which was created by the company, extends the rights and interests of the tournament outward through the cross-border method of sports and entertainment, and maximizes the brand value while enriching the fans' experience of watching the tournament offline.
Online is undoubtedly the most popular way for domestic fans to watch the UEFA Europa League at the moment.
The first choice, under the continuous threat of the epidemic, want to go to the European pilgrimage has become much more difficult, and faced with this pain point of the fans, Mimic continued to help in the technical side, relying on the 5G + black technology advantage has been supported, supplemented by 5G cloud box, 5G cloud shouting, 5G cloud call and other technological play, to create an immersive "cloud field of play "to bring fans closer to the distance between the game, adding the interactivity of watching the game. It is worth mentioning that the current European Cup
Migu continued to raise the stakes in ultra-high-definition visual presentation, using HDR Vivid technology for the first time, which comprehensively improves the overall color level and picture quality details of the competition screen, making the dynamic picture more circulating and clearer. Take the Wembley duel as an example, whether it is the pure white of the England jersey or the deep sea blue of the Italian jersey, all of them are really leaping on the screen.
In the senior fans more coveted description of the lineup link, miku unprecedentedly formed to zhan jun, zhang lu led the said tomorrow group, huang jianxiang, liu jianhong, yanqiang and other industry renowned famous mouths, xu yang, li ming, dong fangzhuo and other professional soccer people also love to participate, not only for the user to supply a high quality, professional euro cup
Commentary, which also co-shapes the Europa League with its epic battles
and Zhan Qian Gu Gu as representatives of the multi-slot Europa League
The tournament's IP spin-off programs give fans a refreshing viewing experience.
In addition, during the one-month tournament, Migu outputs a large amount of posters from various viewpoints, such as the popularity of the game, the emotion of the game, and the summary of the post-game inventory, which helps fans to browse and share the news of the game in the first time. There is no lack of creative poster content, for example, in the knockout stage, whenever a team is sorry to go out, Migu will produce heartfelt posters, and these posters are always able to arouse the consensus of the fans after being communicated through a rich variety of channels and media mediums.
If a series of operations on the online level of Mickey continued the previous lineage of "specialization" features, and offline play law is more pioneering, the idea is more and more open. European Cup
During the period, through the integration of internal resources, with the Mimicoo coffee scene, to create a number of "second scene" activities, in order to the user as the core, for users to bring different from the previous offline experience of watching the game together, but also to complete the European Cup!
Copyrights are highly integrated with our own business lines, thus maximizing the value of copyrights.
Throughout the tournament period, relying on the innate advantage of 24-hour operation, Mickey Coffee has been in Beijing, Nanjing, Chengdu, Shanghai and other places to create a "second scene", in this new scene of watching the game, the user unlocked a set of "ultra-high-definition viewing + wonderful description + 5G black technology experience + social entertainment In this new scene of watching the game, users unlocked a set of "ultra-high-definition viewing + wonderful description + 5G black technology experience + social entertainment" in one of the new style of watching the game.
Not only that, in Spain against Switzerland before the quarter-final, the world's leading piano master Lang Lang as a special guest airborne in Shanghai Yangpu store Migu coffee "second scene", through the cross-border illustration and linking the first scene illustrator Zhan Jun, synchronized point of professional fans and music fans of the game watching enthusiasm.
On the night of the final, the popular entertainment star Lu Han and Liu Jianhong, the famous mouthpiece, appeared in the Mickey Coffee Xidan store, as the "second scene" of the illustration of the guest of honor. As the top stream of the entertainment circle and the domestic Manchester United
The representative character of die-hard, Lu Han can be described as both traffic and soccer quality, he and Liu Jianhong complement each other cross-border illustration of the combination, successfully covering the needs of senior fans and idol fans, help a sports viewing to break the circle, become the hot topic of the whole network, in the process, the fans and even pan-collective enthusiasm of the common being lit up.
In fact, in the previous touch Ligue 1 "fans watching night and UFC ZhangWeiLi defense of the title fight and other events, mimic coffee scene under the second scene has now let the outside world feel the unusual, and this time the European Cup
Afterwards, with the participation of traffic stars and the renovation of play forms, the "second scene" activities have also completed the iterative upgrading. This not only broadens the boundaries and ideas of Migu in the operation of event copyright, maximizes to meet the needs of users, and provides an interactive experience that combines match watching, communication and entertainment, but also the brand of "Second Live" has gradually become famous, and users have the psychological cognition of "Second Live = Migu", and actively become Migu's "Second Live". The brand of "Second Live" has gradually become popular, and users have the psychological cognition of "Second Live = Migu", and actively become the conveyor of Migu's "Second Live".
With the continuous updating in the future, Migu "second scene" may make breakthroughs in commercial development, user broadening, fan marketing and other directions, which will undoubtedly provide the profession with learning and consideration.
Overall, accompanied by Euro 2020
The closing of the China Mobile Migu through its own technological advantages coupled with the mobilization of resources in all channels, presenting a full range of new viewing experience from online to offline, a move that has solidified Migu's position as the head of the professional world, taking the lead in the increasingly fierce competition in the battle for sports media.
Pointing to the Tokyo Olympics, China Mobile Migu wants to write about China's power
The much-anticipated Tokyo Olympics, the highlight of the big sports year of 2021
The line will be officially opened on July 23rd. After more than 5 years of military preparation, China's Olympic Army has been ready to go, vowed to be in a special meaning of the Tokyo Olympics!
On to glory for the motherland.
As the 2020 Tokyo Olympics
It is also the only one in China that broadcasts the Tokyo Olympics live in full volume, and it is the only one that broadcasts the Tokyo Olympics in full volume.
The new media channel of the event, China Mobile Migu as early as June 17 through a record of more than 100 Olympic athletes struggling story of the documentary work dreaming of Tokyo in the Migu video channel on-line, will be opened in advance of the Olympic time.
After 60 collections of four chapters, China Mobile Migu with a dream of Tokyo to pay tribute to the Olympic veterans according to the record of China's sports stalwart force; witness "after the wave" of unlimited possibilities, the training field of the little by little, a scene of the story, unveiled a lot of Olympic athletes preparing for the Tokyo Olympics, bringing the public unlimited touching and anticipation. The story of the Olympic athletes' preparation for the Tokyo Olympics is revealed in a series of stories. In the meantime, the documentaries represented by our country's flyer Su Bingtian and shot put woman Gong Lijiao are more impressive.
In addition to the prelude to the Olympic preparations for Tokyo, a number of heavyweight programs created by Mimic Video will also be launched in succession. Among them are both to reach more young circles as the goal, combined with the current event popularity and talk show variety show Olympic chatter, but also for professional sports fans, invited social observers, cultural scholars, athletes and other guests, "Olympic energy" for deep interpretation of the social humanities program great loser.
July 8, in the Tokyo Olympics countdown 15 days, China Mobile Migu hand in hand with CAA China jointly produced by the Olympic cheering songs ready to exclusively in the Migu music, Migu video on-line, the same name MV is also officially released in China Mobile video color bell, Lang Lang, Qian Zhenghao, Cai Yun, Liu Hong and other sports and entertainment stars cross-border to join in for our country's athletes to cheer, played the Olympic march rallying cry.
After the London and Rio Olympics, the world's most influential multi-sport event will return to Asian time after a 13-year hiatus. Although the Tokyo Olympics will not be able to repeat the unprecedented success of the Beijing Olympics in 2008 due to the new crown epidemic, it will not be possible for the Tokyo Olympics to repeat the unprecedented success of the Beijing Olympics in 2008. Even if it is an empty field for the race, but after the epidemic era of the special emotional consensus, will be destined to make the Tokyo Olympics to carry a lot of unusual color.
In order to meet the upcoming Olympic battle, China Mobile Migu will continue to be based on technical and content advantages, empowering the cutting-edge event experience upgrades, so that users can actually feel the Tokyo Olympic Games on the field of vivid and bright China's Olympic story. Online level, in addition to the continuation of 5G + ultra-high-definition, HDRVivid and other black technology, will also create a cyberpunk style virtual XR studio. Description of the guests, in addition to Huang Jianxiang, Zhan Jun, Liu Jianhong, Yang Yi and other European Cup
The period of appearance of the famous talkers, including Han Qiaosheng, Song Shixiong, Cai Mang, including the well-known instructions and Cai Yun, He Chong, Ding Ning and other Olympic champions will also join.
As the first major tournament to make its debut in the big year of sports in the post-epidemic era, the UEFA Europa League
The return of the Olympic Games in Tokyo is sure to heat up the global audience, and the Tokyo Olympics are sure to follow suit. With the European Cup
With the success of the experience, we have reason to expect China Mobile Migu to build the second home of the Tokyo Olympics, and once again set off a wave of sports and entertainment for all.
Note: The pictures used in this article are from China Mobile Migu
