Quanzhou Brand Hits European Cup

Quanzhou's brand hit the European Cup football as a male sport, and the world cup and the European Cup are more of a collective carnival for men.

In June 8th, the 2008 European Cup opened the curtain.

In addition to bringing joy to Chinese fans, the European Cup is attracting more and more merchants.

Opening the CCTV Olympic Channel, we can see that Audi, Hyundai, Yi Po and other brands have made frequent appearances during the European Cup, and the brands from Quanzhou are also not to be outdone.

It is understood that the main ads for this time are 5 seconds and 15 seconds of brand advertising.

Li Lang senior told reporters that the European Cup more than 20 days of advertising investment of nearly 10 million yuan.

In addition to putting hard ads, Hongxing Erke also won the title of "wonderful playback" after the game. With the background music of "TO BE NO.1", Hongxing Erke skillfully conveyed its brand new spirit.

According to industry estimates, the three advertising companies in Quanzhou, such as Li Lang, Hongxing Erke and Ernest fort, will spend about 30 million yuan on advertising during the current European Cup.

"The world cup, the European Cup has a wide range of influence and appeal in the world football fans."

For the European Cup, CCTV Olympic Channel's advertising campaign, Hu Chengchu, vice president of Lang Lang believes that the first is to see the brand influence of the European Cup itself.

Li Lang is a clothing brand that is located in Chinese business casual men's clothing. Most of the consumers in Liran are those business men with academic qualifications and taste, and many of them are hard core fans.

Hu Chengchu believes that the European Cup itself has screened the target audience for the advertising campaign, so the entire advertising campaign is very accurate.

"The monitoring data of advertisement in the past few days show that the CCTV reception effect is very good during the European Cup. With the promotion of events, especially in the semi-finals and finals, there will be more football fans coming in, and the whole reception effect will be better."

Hu Chengchu said.

Unlike Leon, Hongxing Erke has made great progress in the European Cup from the brand development strategy.

Hongxing Erke is a sports brand. Wu Rongzhao, executive vice president of Hongxing Erke group, held in May the "2008 hongerke football strategy seminar" announced that Hongxing Erke will create a comprehensive "football brand" brand of Chinese sports.

"Taking 2008 as the watershed, Hongxing Erke group will gradually establish Hongxing Erke's competitive advantage in the field of football industry through the participation of different football projects.

To achieve this goal, Hongxing Erke has begun to engage with football clubs in different countries to seek further development space and explore closer opportunities for cooperation between the enterprises themselves and international sporting events.

We should jointly find ways and means to link Hongxing Erke and the football industry, and open up a road of innovation.

Wu Rongzhao said.

The high-profile appearance of the European Cup is obviously the prelude to Hongxing Erke's "football brand".

For the passion of football, Jinjiang brand is not the first time.

As early as the 2006 World Cup, the enthusiasm of Jinjiang brand participation was unprecedented.

Li Lang, seven wolves, Jin Ba, Anta and XTEP came on stage. At that time, the advertising investment of Jinjiang brand had exceeded 100 million yuan, and the strong champion took the naming right of the World Cup "shooter list" in one fell swoop.

By contrast, the Jinjiang brand's enthusiasm for the European Cup is not as good as the world cup.

The industry believes that besides the influence of the European Cup itself is not as good as the world cup, the impact of the 2008 Olympic Games is also very great.

It is understood that for the upcoming Olympic Games in Beijing, XTEP and Jin Ju have already lost their money in the CCTV advertising tender last year. XTEP's investment has already been over 100 million, while the budget of the powerful fighter has reached nearly ninety million.

"They have put the advertising fees into the Olympic Games, and the European Cup is impossible to take into account."

How should we advertise sports events?

"Football is a man's sport, and the live broadcast of the European Cup is still in the middle of the night, so the audience is mainly hardcore fans, and most of them are men."

Xu Yang, director of Anta brand, believes that advertising during the European Cup is a good choice for male consumer goods, but the coverage for mass consumer goods is too narrow.

"Different enterprises will always have different products, different consumers, and enterprises should tailor themselves according to their own conditions."

The 361 degree brand director Lingjun thinks that the advertising expectations of each enterprise are different. When advertising an enterprise, it should follow the principle of "using numbers to speak" and evaluate the effect of professional organizations as the basic standard of advertising.

In addition, before launching advertising, we need to systematically plan a set of scientific and complete delivery process.

First of all, we must plan for advertising, secondly, we should specify the overall communication strategy, and finally implement the advertising task in stages.

The European Cup is mainly composed of fans, hard core fans and football fans in the city. Judging from the ratings of the previous European cups, the European Cup has maintained a high popularity rating, which enables the enterprises to directly target these specific target groups when advertising is delivered, and receive the specific effect of precise delivery.

At the same time, the European Cup or the world cup are mostly broadcast late at night. At this time, there are no other channels to watch. The turntable rate is greatly reduced, and the advertising effect is naturally twice the result with half the effort.

Commercial advertising in the midfield and post games is a traditional form of advertising by CCTV for many years. The attrition rate of these two periods is high, and many fans may leave the TV or switch channels.

The industry believes that if we can innovate the form of advertising, the effect may be more ideal.

"In the European Cup or the world cup and other major sports advertising, enterprises should not only be limited to live television, you can try to diversify the route."

Wei Kaiyuan, director of Beijing East benevolent advertising company, suggested that "the advantages of the Internet media today are much more salient than that of live TV. It is a good choice. It is also an enterprise that wants to play a brand in such a big event. If the budget is not high, it can also advertise through the column of the network, the sports version of the metropolis newspaper and the outdoor TV."

CSPN challenges CCTV. Chinese fans have been watching the world cup and the European Cup only through CCTV Olympic Channel.

However, CCTV's "dominance" pattern has changed this year.

Careful Chinese fans found that there was a platform for the live broadcast of the European Cup - "CSPN".

CSPN is China's largest TV sports broadcasting platform. It is the only inter provincial sports professional broadcasting platform that is broadcast by many provincial sports channels at the provincial level.

Fujian TV8 is one of the members of CSPN. In the European Cup broadcast, Fujian TV8 attracted advertising including ice black tea, KAPPA, Zhang Yu and other brands.

The European Cup live broadcast, CSPN in order to compete with CCTV5, specially invited the famous football commentator Huang Jianxiang to join.

Reporters interviewed found that many fans because Huang Jianxiang has pferred the TV channel to CSPN, "in addition to poor picture quality, Huang Jianxiang's commentary is really in place."

Jinjiang fans Xiao Wang said.

It is understood that at present, because of the popularity of Huang's humorous and interesting commentary style fans, many fans have chosen CSPN to watch the European Cup, and the ratings of CSPN have continued to rise in the near future.

CCTV5 was once known as the "Jinjiang channel". In the face of the diversion of the new media of CSPN, how should Jinjiang brand choose?

Ling Juan, the 361 degree director of the brand, believes that "CSPN, as a professional event dissemination platform, is China's ESPN, there is a strong potential advantage.

At the same time, CSPN will make excellent sports TV programs, provide the latest information on sports at home and abroad, and have the exclusive right to report the world's top sports events. It will also be a joint sports channel across the country to achieve the simultaneous implementation of sports professionals across the region. It will be enough to grab the attention of the public and increase the audience's attention. It will become another advertising opportunity beyond CCTV5.

"Compared to the CCTV5 Olympic Channel, CSPN has limited landing and small coverage. At the same time, due to the habit of viewing, most viewers are still accustomed to watching through CCTV."

Wei Kaiyuan hit the nail on the nail at the current CSPN shortcoming, "if CSPN can not maintain a high audience rating, even if the price is cheap, it can not achieve the desired effect of advertising."

Wei Kaiyuan said.