Milo inspects the Roussel sports complex
"Which team has the most passionate fans on the World Cup stage? Just observe the volume of orders for fan merchandise in China's Yiwu market to get a glimpse of what's going on." In recent World Cup events, Yiwu-made fan merchandise is always the first to appear, every four years of soccer feast, are inseparable from the "world capital of small commodities" to help.
According to Yiwu Customs statistics, as of two months before the start of the 2018 FIFA World Cup Russia, Yiwu's exports to Russia exceeded 1 billion yuan, an increase of 4.6% year-on-year. Among them, the sales growth rate of sporting goods is as high as 16.9%, and the sales of the World Cup string flags and other national flags have exceeded 10 million.
Despite the adverse impact of the new crown epidemic and rising raw material prices and other factors, but Qatar's World Cup orders are still staggeringly hot, "factories rushing day and night to produce goods." According to the Times financial reports, many foreign customers choose to order collectively, this year's World Cup jersey merchandise, a single customer single paragraph up to order more than 100,000 pieces.
International Online reported that many of the souvenirs at the World Cup, including stadium communication facilities, network equipment for the stadium's joint command-and-control center, fencing for soccer training grounds, World Cup flags hanging in the streets, and various types of clothing and scarves, are made in China.
While "Made in China" sailed to the sea with the World Cup, "Chinese services" also set off a new wave overseas.
On September 16, Cainiao announced the opening of the "World Cup" shipping line in Yiwu, allowing businesses to ship goods to Qatar and even fans around the world before the start of the tournament. In addition, Cainiao also provides different combinations of routes covering other regions in the Middle East. China's logistics services will let the world feel the "China Speed".
China's logistics services will let the world feel "China's speed".
In addition, this World Cup will have about 1,500 Yutong buses to serve the travel needs of fans, envoys and FIFA officials from various countries, of which 888 are Yutong pure electric buses. This is the first time for new energy buses to serve the World Cup as the main force, and also the first time for large quantities of Chinese new energy buses to be introduced into an international large-scale sports event. The quadrennial sports feast has become an important window for "Made in China" and "China Service" to go out.
Yutong buses serve the Qatar World Cup.
Chinese companies are stirring up the "super traffic pool".
The World Cup is one of the most effective international marketing platforms, and Chinese companies and brands are naturally present in this feast of sports and attention. Before the Qatar World Cup started, many Chinese enterprises actively prepared for the World Cup, laid out in advance, through the World Cup sponsorship and other forms, stirring up the World Cup as a "super traffic pool".
Within the official sponsorship system of the World Cup, Chinese companies continued their strong presence in the last edition.
In the upcoming World Cup in Qatar, Wanda, as a "FIFA Partner", is ranked among the TOP sponsors of FIFA, on the same level as international giants such as Coca-Cola, Adidas and VISA. Hisense, Mengniu and Vivo are "FIFA World Cup Sponsors" and belong to the second level of sponsors. The first two levels occupy a total of four seats, in the official sponsorship system of FIFA, Chinese enterprises continued the strong last session.
Hisense companion gift highlights the World Cup elements.
In addition to direct inclusion in the World Cup sponsorship system, there are also many Chinese companies that have joined the World Cup marketing by sponsoring World Cup teams and players, such as CITIC Bank and MasterCard cooperating to launch the Lionel Messi Face Card credit card; NetEase Media signing up with the French and Argentinean teams to reach in-depth cooperation in terms of exclusive information, player interaction and collective portrait rights; Saturday Fortune taking a unique path to become the merchandising partner of the FIFA 2022 Qatar World Cup™ precious metal jewelry merchandising partner.
CITIC Bank and MasterCard have partnered to launch the Lionel Messi Face Card Credit Card.
Chinese companies have been heavily "betting" on the World Cup in Qatar, what are the commercial considerations behind?
1. The World Cup can boost sales and promote brand building
Nielsen research shows that more than 70% of consumers have an affinity for sports-sponsored brands, and that sports marketing can bring both sales conversion and brand-building value to a brand.
Take the 2018 FIFA World Cup in Russia as an example, at that time, dozens of domestic and foreign enterprises carried out brand communication cooperation with CCTV. Post-match tracking studies showed that more than 90% of the cooperating companies achieved more than double-digit revenue growth in the World Cup year. For example, Xiaomi's revenue and profit grew by more than 50%, and Mengniu's profit grew by more than 20%. More than 80% of the partner companies further expanded their market share, and OPPO topped the Chinese market in 2018 with 76.37 million units of cell phone sales. With the help of the World Cup marketing, the brand influence of the sponsoring enterprises also rose by leaps and bounds, with more than 73% of the partner enterprises seeing their brand awareness and reputation significantly increased.
This World Cup, the above situation is likely to "yesterday's recurrence", the World Cup marketing of the enormous energy will even push the Chinese enterprises forward farther. You know, compared with the previous World Cup, Qatar World Cup has many extraordinary things. For example, last year's GDP of the top ten countries, seven entered the final round of 32. In addition, FIFA expects the Qatar World Cup to attract a record audience of more than 5 billion worldwide.
The 2018 FIFA World Cup in Russia reached a record TV audience of 3.5 billion, with more than 1.1 billion viewers watching the final between Croatia and France live. FIFA said the average audience for the 64 matches was 191 million.
The most expensive World Cup in history, the first World Cup in the northern hemisphere held in the winter, Mei Luo's "last dance", the collective curtain call of the 80 players, the battle of the twilight of the gods ...... many distinctive highlights, the World Cup's attention to the pinnacle, but also let the Chinese companies The sponsorship enthusiasm of Chinese enterprises has reached its peak.
2. Demonstration and showdown of brand strength
The World Cup is the best stage to activate the commercial value of the brand, and it is also a duel for the brand to show its own strength and use it to suppress competitors. Mengniu and Yili's World Cup marketing PK battle is a perfect footnote to this.
In the past ten years, Messi and Crow have been regarded as the "pride of the generation" by the fans, and both of them have broken through their own limits again and again in the process of catching up with and surpassing their rivals. Mengniu and Yili have also taken the World Cup stage as a new battlefield for the two sides to display their strengths.
Mengniu has been hand in hand with two World Cups, and even spent 2 billion dollars on the World Cup layout in 2018, Messi Mengniu advertisement has become a hotspot on the Internet screen; and Mengniu will sign Messi as the spokesman again in the Qatar World Cup, and Chinese fans to witness the legendary player's "last dance" together.
Messi and Mbappe endorse Mengniu.
Yili signed Messi's old rival C Luo, as well as the popularity of Bei, China's star player Wu Lei as the spokesman, and with Argentina, Portugal and Spain's national soccer team to reach cooperation. Who will be more successful and colorful in the World Cup "betting" of the two giants of China's dairy products? The answer will be revealed in more than 60 days.
Crow, Bey, and Wu Lei make up the Erie Love Team.
3. Promoting internationalization strategies
With the rise of China's economy and national power in recent years, Chinese enterprises have accelerated their globalization and become a bright landscape of the world economy. As the "world's most popular sports event", the soccer World Cup is far more popular than other sports events in terms of the number of followers and social media discussions, etc. Through the World Cup as an excellent stage to display the latest products and technologies, enhance brand awareness and promote the internationalization strategy, which has become the choice of many Chinese enterprises.
As the official sponsor and official smartphone of the 2022 FIFA World Cup Qatar, Vivo will launch a unique brand marketing campaign. The World Cup will help Vivo expand its business in more than 60 countries and regions around the world and provide unique experiences to consumers worldwide.
Vivo uses the World Cup to continue to raise brand awareness and promote its internationalization strategy.
Not long ago, GAC Mitsubishi announced that it had reached a strategic cooperation with the Argentine national soccer team, and the new Outlander became the sponsor of the Argentine national team in China. This cooperation will not only help the new model's cognition and gather momentum to spread the sound volume, but will also allow GAC Mitsubishi to speed up the pace of exporting brand power to the world.
The new Outlander became the sponsor of the Argentina National Team in China.
Betting heavily on the World Cup has become a major marketing move for Chinese companies to boost sales and branding, to demonstrate their strengths and suppress competitors, and to promote their internationalization strategies. To meet the varying levels of corporate interest, FIFA has announced a reorganization of its commercial business in 2021. At the end of the 2019-22 commercial cycle, brands will have greater flexibility to enter into in-depth partnerships with FIFA on a specific vertical, including men's, women's and e-sports soccer, with more than 10 different commercial partnership packages expected to be available.
Even if the World Cup marketing budget is insufficient, through creativity and heart can sometimes play a "four two dial a thousand pounds" effect. For example, the 2018 World Cup in Russia can be called the most Chinese companies pour marketing resources in the World Cup, but kitchen appliances brand Huadi with the "France won the championship, Huadi full refund" activity only 79 million "refund" to get a high degree of attention, and pry 1 billion in sales to become one of the biggest winners of the World Cup. And pry 1 billion sales, become one of the biggest winners of the World Cup.
The "France wins the championship, Hattie refunded all the money" activity pushed 1 billion sales.
There are three main needs of the audience of sports events: audio-visual enjoyment, real-time reception of information and social media interaction. 2022 Qatar World Cup star-studded, Chinese companies in the arena outside the wrestling is particularly noteworthy, in the brand support, this "content" full of World Cup is undoubtedly full of attractions.
