Some netizens have said that this World Cup
China did not go to Qatar except for the men's soccer team
Everything else that's supposed to be there is there.
present .
One 160-pound fan
Look at the heart of the Chinese men's soccer team saved for so many years.
It's all out there.
Without much product exposure, it's like an extra quiet stream of clear water outside of the bustling World Cup circuit.
Here's a short video released by the second-hand trading platform at the end of the 2022 FIFA World Cup in Qatar.
One of the main reasons for this is that men make up 78% of the population.
Rather than capitalizing on the popularity of the World Cup, it's more like telling the story of what's been going on in China's men's soccer team for so many years as an ordinary fan at this point in time when soccer is getting a lot of attention.
His mouth seemed to say he didn't care.
But word for word, and can't hide the sincerity invested in the Chinese men's soccer team.
Saying you don't care about Chinese soccer
You can't hide your heart in every word.
In this truthfulness, there is hatred, and there is the reorganization of old mountains after heartbreak.
Especially for those old fans who have been saying this for so many years that they can't help but turn on the live streams of China's matches, they will rummage through the ups and downs of Chinese men's soccer and past scenarios from this true statement.
For example, one article in particular is mentioned - Dalian Jinzhou does not believe in tears.
This article is worth amplifying because it carries the collective memory of China's first fans who surfed the web.
On October 31, 1997, the Chinese team sat down to face Qatar in Jinzhou, Dalian, and lost 2:3 in a crucial game of the Asian qualifying tournament for the World Cup.
At that time, the author Lao Rong took his 9-year-old son from Fuzhou to Dalian Jinzhou Stadium to cheer for the Chinese team, which was the first time in his son's life that he went to see the game live.
In the early morning of November 2, Lao, in the early morning of November 2, Lao Rong wrote this experience into an article of more than 2,000 words and posted it in an article called China's team lost four-way Lifang sports forum - later Sina.
At that time, only 600,000 netizens of the Chinese Internet in 48 hours more than 10,000 hits, and then slowly fermented, had been reprinted by the South Weekend and other major media.
Until now, this article has been rehashed from time to time at every World Cup node to catch up.
This article became symbolic because Srong wrote a moving scene:
While the Chinese fans were mesmerized by the Chinese team's performance, only his ignorant son continued to wave the flag and shout hoarsely "Go China, go China".
That scene was like a microcosm of what countless people who have loved the Chinese men's soccer team have experienced - having loved seriously and having been hurt badly.
In addition to this article, there are plenty of terriers that make fans psychologically aware.
For example, Wulihe Stadium, which is the blessed place where the Chinese men's soccer team broke through the top ten for the first time and entered the final round of the World Cup.
Banging facepalms together in the Great River is how countless college students celebrated on their dormitory balconies when the Chinese team made it out of the 2002 World Cup.
I thought 2002 was the distant past, but I didn't realize it was the distant future, which means that many fans thought that 2002's participation in the World Cup was the beginning of the Chinese men's soccer team getting better, but many years later they found out that that tournament was actually the pinnacle.
Basketball won volleyball won Gansu County team won Japan and South Korea won the national soccer team lost, said the men's soccer team has become a generation after generation of fans sigh, always from time to time in the comments section of some popular events cue to.
And if you didn't really love it, how can you cherish these old memories of the Chinese men's soccer team like a family treasure?
Therefore, from a brand communication perspective, the turnaround is equivalent to building an emotional tree hole in lieu of a common experience for Chinese fans, especially a group of male fans, with the help of the World Cup node.
In the process, on the one hand, it hides many people who have loved the Chinese men's soccer team in their hearts sadness is greater than the death of the heart windowpaper piercing;
On the other hand there is a if life is only the first sincere heart, exhorting the Chinese men's soccer team to have a chance to raise their heads if they believe in those simple truths.
Straight away, what I'm trying to illustrate with this topic is the teenage sensibility it believes in, a little bit middle-aged, a little bit hot.
With the help of soccer
Interpreting the middle-aged teenage sensibility that the brand believes in
When you see the short movie, you'll see that it gives a copy of this:
Life hits us a thousand times.
Let's take a breather and go back.
It's an experience understood from soccer and the attitude of middle-aged people facing life.
Listen carefully, and Spin has added a special background soundtrack to this copy as a note.
Fans familiar with the game should be able to hear it, that is, poet David Ho explained it during the 2014 World Cup match between Spain and Australia in Brazil.
At that time, Spain, the pre-tournament favorite to win the championship, was eliminated in the group stage. Before parting, He Wei gave Spain this message as a blessing.
Combined with this layer of information, we can look at that brand slogan used to save the world.
Although the original intention was that when it entered the second-hand market cycle, it could reshape people's consumer attitudes, save resources for the world, and bring about some new changes and outlooks.
But the brand personality projected in that statement is more or less like the sport of soccer, with its blood and sophomore vibe.
Also, if you notice what was done during this year's World Cup, the sense of middle-agedness it spread far beyond such topical clips.
For example, while other brands' advertising content amplifies soccer-related elements, it amplifies a group of quality inspection workers at a real laboratory machine factory to highlight its official inspection;
After the game started, with the unwelcome outburst, some fans were very excited to smash TVs and cell phones. They took to their official Twitter account to show their willingness to support fans by launching a business to recycle TVs and cell phones;
Including in this short movie about the Chinese men's soccer team, it just shows, at the end, a brand logo and no other product information.
Putting these behaviors together, one can feel a sense of youthful intent.
Maybe it's an unsafe practice for established brands.
But for a young second-hand trading platform, the more distinctive such a brand character is in the future, the easier it will be to get noticed.
Just like you probably don't care about Chinese soccer, but you probably remember this app called Turn by now.
