ã€Global Network Technology Report】 April 6, FIFA Secretary-General Fatima Samura announced in Beijing: Hisense became the official sponsor of the 2018 FIFA World Cup, and commissioned Hisense to develop event video technology to enhance the audience viewing experience.
The world's top events have never been able to participate in consumer electronics brands. In 1997, Samsung topped Motorola’s TOP sponsorship agreement with the International Olympic Committee. In 2004, Samsung entered the top 20 in the world’s most valuable brands list, becoming truly the world’s top brand; in 2007, Sony and FIFA signed an 8 year sponsorship agreement. The agreement is intended to penetrate Sony's brand influence into every corner of the world. Today, Hisense took over the baton and became the official sponsor of the 2018 FIFA World Cup. Hisense TV became the official product of the 2018 FIFA World Cup.
Sharp replaces Sony and does the most patient charge
Hisense's entry into the World Cup giant club reminds people of the big "look and face" at the European Cup last year. All the carnival of football will begin in the name of football and end with economic calculations. This is the full-scale World Cup. Hisense took off two bright pearls from the crown of the football team. Want to illuminate the road leading to it?
According to Liu Hongxin, the president of Hisense Group, this is the biggest sports marketing campaign in the history of Hisense, and it is the strategic strategy for Hisense to attack the brand giants.
Has always been low-key Hisense, the data is not low-key. For the 13th consecutive year, domestic sales volume was the largest, and global shipments were the third. The country’s largest Internet TV OTT platform, with 24 million users, monopolized more than half of the market in the large-screen and ultra-large screen markets. There are followers at every step of the technology Shanghai Credit.
The home appliance industry is becoming more and more mature. Brands have largely settled, and the respective advantages of mainstream manufacturers have basically taken shape. Hisense can only maintain its advantages and even be a rider. This is a problem that must be considered by business leaders. After products, R&D, manufacturing, and channels have achieved first-class levels, and the products occupy the leading position in the mainstream market, Hisense needs to integrate its LOGO with a cross-cultural and cross-border super brand to enter the minds of consumers. World-class IP is the top event.
However, everything will not happen overnight. Sports marketing must be patient and require continuous investment. For many years, Hisense has continuously invested in the Australian Open, the NASCAR XFINITY series of competitions and the F1 Red Bull Racing team. Last year, UEFA evaluated the products and reputation of Hisense, and valued its accumulated experience in a series of events. experience. Sports marketing is often also difficult to "money" things.
Liu Hongxin revealed that FIFA values ​​development with sponsors and builds platforms. Choosing Hisense is largely due to his advanced display technology and multimedia technology. He can do in-depth technology development on the video presentation mode of the event to enhance audience viewing experience. . In terms of marketing methods, Hisense is carrying out “pre-researchâ€. After successful sponsorship, Hisense is most likely to use technology services to enter the event more deeply.
Sharp sponsored the European Cup and took Sony's sponsorship of the World Cup. Like Samsung's replacement of Motorola, it has its own set number.
Strategic choice, match and brand
The real game takes place on the greenfield, and the "competition" in the business world has already begun.
Hisense's other "ball game" kicked on the calculator. According to statistics, for every 1% increase in the popularity of a brand, it will cost US$20 million in advertisement fees. With sports events, the same cost can increase awareness by 10%. Last year in the European Cup, "Hisense China was the first in China" and it rang out from Europe and rallied from the commanding heights to China. Hisense increased its global reputation by 6 percentage points, European market sales increased by 65% ​​in the second quarter, and domestic TV market share increased by 1.87 percentage points. As Hisense executives said, sponsoring the World Cup is the fastest and most economical path for global brand growth, which means that Hisense will greatly shorten its global “growth time†and become China's first rapidly rising international consumer electronics brand.
Starting next year, Hisense's LOGO will appear in the Confederations Cup and venue advertisements, tickets, news background board and live scores pop-up window, the world more than 200 countries will once again feel the power of China through the live signal. Hisense has created history and become the first Chinese sponsor in the European Cup's 56-year history. It was the first Chinese consumer brand in the history of the World Cup in nearly 100 years. With this momentum, Hisense is very likely to become China's first domestic appliance to be included in the international brand list. Brand. The method of distance from the competitors is to achieve the goal of no one ever before, to charge ahead and harvest all the way.
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