World Cup To Enter The Brazil Market, China Shoes Enterprises Exhibition Sports Marketing

In the 2014 Brazil World Cup sponsors list, there was only one Chinese company. More Chinese enterprises still link the world cup with the way of edge ball. Because of the tightening of the overall budget this year and the stricter supervision of FIFA's broadcasting agencies, the marketing way of the company tends to be traditional. It mainly focuses on the CCTV with exclusive broadcasting rights and the promotions and activities under the launching line. In contrast, Internet companies have many tricks, which aim to subvert the exclusive right to live in CCTV by the mode of universal entertainment.

　 Tightening up and showing up

The world cup is coming, no matter whether we are good at sports marketing or not, we are all eager to try. The industry is no longer fighting against each other, but in a melee.

The world cup is no alcohol, food and drink is also considered to be the strongest concept stocks in every world cup. The second, third quarter of the year is usually the peak season for beer consumption. This year, because of the world cup, the sales war is more intense. This year, Harbin beer has become the official beer designated by the world cup, but Harbin beer is no longer a real Chinese enterprise. Its Budweiser InBev is the sponsor of this world cup. It is reported that Budweiser InBev has invested huge sponsorship fees and marketing costs.

In contrast, the local small beer brands of local separatist mainly rely on the world cup to promote sales and traditional marketing activities, and only Tsingtao Brewery and Yanjing beer can compete with the Harbin beer products nationwide. Yanjing adopted the way of curve serving the country, and signed the exclusive name of the 2014 China Football Association Cup to promote the marketing of the world cup. Tsingtao is more handy. According to the information provided by CCTV, for the 2014 Brazil World Cup, Tsingtao online launched the "Tsingtao Brewery University fans club competition" and other activities, and after the CCTV high-profile news broadcast, the standard unit is in the first place, and the scarce resources will continue to play during the cctv world cup. This is the consistent style of Qingdao Beer's smashing of the golden world cup.

Chang Rong communication group, which handles World Cup marketing for many famous enterprises, accepts the interview with "China Times". Because Chinese enterprises have few enterprises with official status of the world cup, most enterprises are putting hard advertisements on CCTV, or naming the world cup columns and plates, so that the audience can know more or less their strength in brand communication and the world cup.

Media revealed that in April 18th, CCTV World Cup advertising resources briefing session, PEAK, XTEP, 31st degree, Meng Jie, Jordan, Anta, Jomoo bathroom and other CCTV "regulars" came to the scene.

Many brands have taken a fancy to the Brazil market, because the 2014 World Cup and the 2016 Rio De Janeiro Olympic Games. For example, the investment will be about 90 million yuan, which will officially enter the Brazil market by the world cup. 10 representative offices and storage centers will be set up in Brazil, and plans to radiate the whole of Latin America with Brazil.

Chang Rong said that compared with previous World Cup, because of the general tightening of corporate budget this year and the stricter supervision of FIFA's broadcasting agencies, the objective restriction of Chinese enterprises' imagination of helping the world cup for alternative marketing is objectively restricted, so there are many difficulties and uncertainties in marketing. Objectively speaking, this should be a "strict and shrinking" World Cup.

　 Overseas sponsorship of genuine sponsors

Among the eight official sponsors of the 2014 World Cup in Brazil, the only Chinese company is Yingli.

4 years ago, when the world cup in South Africa, Yingli appeared as the first renewable energy enterprise to sponsor the world cup, many people were surprised. In fact, this solar photovoltaic enterprise is famous in Europe and America, but few people in China know it. Yingli is also a world cup sponsor. Because Yingli's business philosophy is in line with the idea of "football's hope" and "green goal" implemented by FIFA, some analysts believe that the sponsorship expenses of Yingli in 2010 are much lower than those of other international brands.

Yingli's marketing campaign is very big in Brazil this time. In addition to providing 27 sets of photovoltaic systems for all the lighting towers in the competition city, Yingli group also provides PV modules for the downtown parking lot in Rio. This is the first and largest PV parking lot in Brazil. Yingli will also organize nearly 20 projects and activities online, including the use of World Cup elements for new media marketing and customer hospitality.

At home, Yingli will hold the Brazil food festival jointly with the Embassy of Brazil, and invite ordinary consumers to go to the world cup to watch the war through a series of other marketing activities.

Yingli's World Cup marketing is not groundless. It is reported that Yingli's overseas sales share is 98%, while the European market accounts for 70% of overseas sales. The European and American countries like the characteristics of soccer to Yingli "inspiration", Yingli began to step closer to the world cup. In 2006, Yingli provided equipment for the German World Cup solar stadium Kaiserslautern stadium and became a Ossa Suner sponsor for the Spanish team. After 4 months of African expedition and assessment in 2010, it finally decided to launch the world cup sponsorship plan. During the world cup in South Africa, Yingli's market value increased sharply, and its share in the emerging market also expanded rapidly.

The entertainment war of network media

Every sports event, the competition for users and advertising will start. The situation in this year's world cup is rather special, because the Brazil world cup has only one CCTV network in mainland China, which means that other portals and video websites can only find a new way.

Celebrities, gossip, spicy reviews, street pads, and all walks of life -- "national entertainment" seems to be the strongest color of the major websites outside the cctv world cup.

Tencent is still the main body of the "big" sports, "big" celebrity strategy. Messi, Neymar, Iniesta, Peake and other big players Tencent micro-blog will share information at any time during the world cup, including personal preparation, drying room and other interesting stories. In addition to domestic sports celebrities to make professional reviews, Tencent will invite Fan Bingbing, Liu Yan, Lang Lang and other entertainment big coffee to represent 32 heroes respectively, and invite netizens to join the World Cup team. Youku potatoes will invite Pan Shiyi and Yan Shen master to talk about the team anecdotes, players' gossip, football knowledge and the history, culture and religion of the world cup nations.

LETV [1.49% Fund Research Report] is a new recruits in the world cup. It has launched a project of "I signed C Luo you to make the decision", and finally raised 10 thousand people's support of 1 yuan per person within the stipulated time limit, and announced the signing of C Luo through fans' crowd raising. Music also plans to invite Beckham to interact with fans in China. It is said that Huang Jianxiang will also bring the special edition of Huang Duanzi in Brazil.

The important thing is that multi screen interaction, especially creating a continuous online entertainment through mobile terminals, is a new trend of World Cup marketing. The Tencent took the world cup as an experiment of co operation of the three social media of Tencent micro vision, WeChat and micro-blog, and made all the products of Tencent based on interaction into a marketing package.

And this marketing attempt is based on the segmentation and integration of the world cup audience. In the Tencent's information about World Cup marketing, the audience is divided into four categories: hot blood powder (face is written professionally), onlookers (passing through the road, not to be confused, watching the important field of Love Collection), the Eight Diagrams circle (the visual department and the lace club, paying attention to all kinds of indoor and outdoor interesting tidbits, the secret history of the stars, the wife's fashion, the most attractive baby moat), the new generation (that is to play, not only watch the ball, but also play in the dormitory, watch the ball and drink beer together, online entertainment). These groups are driven by multiple content and product coverage.

In the view of Chang Rong's dissemination, regardless of which industry, the world cup marketing is like the fireworks and firecrackers in the Spring Festival, basically all those varieties, and the size of the voice depends solely on the expenditure of the expenses. If you want to let out the distinctive fireworks, you can only customize yourself and try to use less input to create a deep impression. This is entirely based on the internal strength and creativity of the enterprise.