World Cup Marketing Official Sponsors Are Not Worth It.

< p > "now is to see how much money can be made this time. We certainly hope to continue sponsoring" a href= "http://www.91se91.com/news/index_s.asp" World Cup < /a >.

Less than ten days before the opening of the Brazil World Cup, Liang Tianji, director of public relations of Yingli Green Energy Holding Co (YGE.NY), is excited and nervous.

Although it is the second time to sponsor the world cup, no such enterprise is willing to take lightly.

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"P", "the world cup in South Africa, we signed a few months before the opening of the world cup. We hardly have time to think about many things. This time we spent three years preparing for it."

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Among the most valuable sports brands released by Forbes, P ranked third in the world cup.

In 2013, the brand value was US $160 million, with a total of 26 billion viewing times and a total of 198 channels.

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< p > but in the sponsorship of such a large event, it is difficult to see the Chinese enterprises with increasing internationalization.

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< p > at present, besides the Yingli, more Chinese enterprises carry out "edge ball" sports marketing, and the platform they use is the copyright owner.

But according to the reporter, whether it is profitable or not is hard to say.

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< p > < strong > official sponsor is not worth /strong /strong > < >

< p > simply speaking from input, the sponsorship cost of the world cup and the advertising cost of one second during the cctv world cup are also sky high, while the proportion of the marketing investment of the major events is 1: 10.

That is to say, sponsorship and advertising are the starting point. The cost of late marketing input is about 10 times higher than the cost of sponsorship.

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< p > "it depends on what the enterprise is pursuing, whether it is brand communication or sales increase?" the head of a well-known sports marketing company told reporters.

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< p > is "face" or "Li Zi".

Liang Tian thinks.

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With the help of the world cup, there are quite a few examples that can have both of them. It is often referred to as "a href=" http://www.91se91.com/news/index_f.asp "> Adidas < /a > using the platform of the world cup to make profits against Nike, which is an old brand of sports Nike.

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< p > Asian people are willing to listen to the story of Korean Hyundai Motor.

In the 2002 World Cup in Korea and Japan, Hyundai spent 1 billion 500 million euros as an official sponsor. In the same year, sales of modern cars in the United States increased by 40%, and brand awareness jumped from 32% to 67%.

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< p > but the cruel reality is that no one can be Adidas and Korean modern.

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Taking P as an example, Yingli reported that the total net revenue of Yingli was RMB 13 billion 418 million 100 thousand yuan in 2013, and that in the 2012 fiscal year was 11 billion 391 million 900 thousand yuan. The net loss was 1 billion 944 million 400 thousand yuan, which is also a third year loss of Yingli.

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The sponsorship of the P world cup is about $80 million, which raises questions as to why a continuous loss making company wants to sponsor the world cup.

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< p > first, Yingli's first sponsorship of the world cup was the 2010 World Cup in South Africa. At that time, the overall development of the global photovoltaic industry was pretty good. After sponsoring the world cup, "China Yingli" quickly became the hot words of the major search engines.

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< p > from February 2010 to July around the world cup, the media reported 2202 articles, and the "media attention" increased by 800%.

Yingli official website has an average of more than 20 thousand visits per day, and the click through rate has increased 5 times.

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< p > from June 7th to July 23rd, the NYSE data showed that Yingli shares rose 3.8 dollars and the total market value increased by 560 million US dollars.

After the world cup in South Africa, Yingli's orders amounted to 4 gigas (electricity metering units), and the product premium was realized, and the price rose by 3%~5%.

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< p > Yingli 2010 annual report shows that in 2010, the annual sales of component products were 1061.6 MW, which was nearly 1 times higher than the 552.3 MW sales of component products in 2009.

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< p > "with the brand effect of the world cup, Yingli added at least a profit of more than 50 million dollars."

Liang Tian said.

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< p > when the funds were still abundant, the identity of Yingli sponsors continued until 2014.

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< p > but in 2011, the winter of photovoltaic industry was coming. China's photovoltaic industry was in a loss of the whole industry.

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< p > "we can only pay attention to" face "in 2010. When the World Cup began in June, we announced in February that there was almost no time.

We also have no experience to make enough plans. Only through the name of the world cup can we know that Yingli is enough. "

Liang Tian said.

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< p > to achieve such a goal, Yingli's propaganda points highlight more Chinese "Yingli".

First, this is an enterprise from China. The two is the name of Yingli, which is what the enterprise is doing, and it is left to the Brazil World Cup.

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< p > "this year, our push advertisements not only increase English, but also tell people that we are doing solar energy."

Liang Tian told our reporter.

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< p > < strong > reduce risk by "edge ball" < /strong > /p >

< p > but how much can such a "Li Zi" help to get out of the predicament through multiple businesses? < /p >

"P >" this answer is also a common question of many Chinese companies that linger around the world's top events. The top events really have advantages, but sponsorship risks are also great. How to play sports marketing, Chinese enterprises are still learning.

This is also an important reason why many companies will choose the media platform to play the edge ball.

The person in charge of the famous sports marketing company told reporters.

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< p > it is understood that from the effect of brand awareness, the advertising fee of $20 million is raised for every 1% audience.

With the help of major sports competitions, the same cost will be increased by 10%.

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< p > take CCTV as the exclusive exclusive media media owner of the world cup in mainland China. For example, last year, at the CCTV gold resources Advertising Conference in 2014 last year, Tmall became a full media partner of Brazil World Cup "shooter list" with 141 million yuan. Nike won the exclusive title of "Brazil action" for 46 million yuan.

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< p > at present, besides Adidas, Budweiser, Castrol, Beijing modern sponsors, such as Gadobo, Midea, Liba, Dongfeng Yueda KIA, FLYCO, Jianlibao, Mei and other enterprises have also obtained some advertising resources.

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Besides P, there are also some Chinese manufacturers' Nuggets World Cup small commodities market, such as the four outdoor full-color LED display of Brasilia National Stadium, from an enterprise in Shenzhen, and a Hangzhou enterprise through its overseas subsidiaries' efforts, and finally become the official production and sale authorized official of the Brazil World Cup mascot authorized by FIFA.

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The "P" "P" product "caslola" 90% from China's Zhejiang and Guangdong; a company in Shandong has received a large number of fan wigs orders.

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< p > so closely linked to the world cup, who will be the real beneficiaries? < /p >

< p > in fact, copyright sales are also the most important source of income for the world cup.

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< p > third party evaluation agencies have predicted that the Brazil World Cup in 2014 could win 4 billion US dollars, of which 60%~65% or future will come from the right of broadcasting.

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< p > CCTV is also the "contributor" of this major source.

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Less than P, the value of the right to play in the world cup is still unknown.

But insiders told reporters that the price would not be low.

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Less than P, the revenue of CCTV is through the hundreds of millions of fans to promote the carnival, but will also create huge wealth by huge advertising revenue.

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< p > < strong > World Cup "ride" strategy < /strong > < /p >

< p > our reporter understands that at present, except for advertisements ranging from 1 million 500 thousand yuan to 4 million yuan per 15 seconds, the sponsorship fee for the 12 show produced by CCTV is nearly 500 million yuan.

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Less than P, CCTV opened the social media rights of the world cup this year. Micro-blog has become an exclusive partner.

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< p > that is, during the Brazil World Cup, micro-blog will join hands with CCTV to promote the linkage and cooperation mode of the network, and for the first time, live social networking on major sporting events.

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"P," a website official said, this is also an attempt.

All these gains add up to around 1 billion.

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< p > however, CCTV stopped selling the two round of broadcasting rights this year.

This reporter learned that, including Sina, Sohu, Tencent, including the website has won the Brazil World Cup "video broadcast" rights and interests.

How to find your location is a problem.

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< p > Tencent video has been making great efforts to layout. The front studios deliver the first hand news, stars, interviews and so on for 30 days and 24 hours.

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< p > "we have paid more attention to the interactive fields outside the traditional sports events than the previous World Cup and Olympic Games.

We need to create a full media, interactive customization service that is consistent with the trend of the micro-blog era.

Lu Yang, deputy editor in chief of sina, told reporters.

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< p > for example, the World Cup matches, such as quiz, fans camp, football manager game, world cup mall and so on.

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< p > and in these programs and products, the appearance of enterprises also exists, of course not sponsorship, or implantation.

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< p > "like football manager game is aimed at the product set up by loyal fans, and this group of people occupy 25%~30% of sina football sports users. This is beneficial to brand communication and sales, especially for the products of male consumer groups."

Liu Lide, senior manager of sina sports community, told reporters.

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< p > reporter learned that sina sports including resources purchase, program production, reporting team, and other inputs in the 50 million.

However, the advertising sales of several websites have exceeded expectations. One of the websites has already sold hundreds of millions ahead of schedule, and the website official said that the figure will surely increase at the end of the world cup.

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< p > however, for the "a href=" http://www.91se91.com/news/index_c.asp "enterprise < /a" for the edge ball, it is another matter whether the sponsorship of the world cup program can get a certain profit.

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< p > a case that has been cited many times is the "fifth season" of Jianlibao group.

During the 2002 World Cup, the "fifth quarter" bought 31 million yuan to buy the exclusive right of live broadcast of a certain media. The plan was to take the road of sports marketing and make the brand popular with the sensational effect of the world cup.

However, the replacement of advertising and packaging in the fifth quarter ended in inadvertent marketing resources.

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