Liquor Enterprises Have Deep Love For "Network": Who Is The Winner Behind "Circle Marketing"?

June, the fans' carnival season.

The elimination of Euro 2020 is in full swing, and Alipay, Hisense, Volvo, Heineken and other brands gather to stage the "special for China market" advertising; In China, amateur players of the Shuijingfang cup · city tennis tournament swing in many cities; June 23 is the Olympic Day. Qingdao beer, which sponsored the next Winter Olympic Games, launched a series of ice snow national tide activities nationwide, and let the public experience skiing in this summer's Qingdao Beer Festival

But more events have been delayed due to the epidemic, including the Tokyo Olympics. Even in the event was forced to cancel or postpone, liquor company Shuijingfang (600779. SH) still went in reverse. Recently, Shuijingfang signed a three-year sponsorship contract with Shanghai Jiushi sports event operation management Co., Ltd. In 2020, the event will be suspended for a year due to the epidemic. On June 28, the 21st century economic reporter got the latest news that so far, this year's masters will resume as scheduled.

The Shanghai Masters is the only one held by the Professional Tennis Federation (ATP) in Asia, second only to the Australian Open, French Open, Wimbledon and US Open Grand Slams and the ATP year-end finals.

It's not just Shuijingfang's deep love for the Internet. The 21st century economic report reporter noted that the epidemic situation is still grim this year, but liquor enterprises have fallen deeper and deeper after touching the "net" -- the Australian Open sponsored by Luzhou Laojiao (000568. SZ) was held in January as usual. In March, Luzhou Laojiao launched the tennis precision service plan in Beijing universities; Through six years of deep ploughing, Jinhui liquor (603919. SH) has established 11 tennis clubs in Beijing, Wuhan, Shanghai and Shenzhen, and even invited academicians of the Chinese Academy of Sciences to participate in the competition.

Tennis has always been regarded as "high-end sports" or aristocratic sports, which can be seen from the fact that most of the domestic tennis courts charge fees closed. However, with the improvement of people's living and consumption level, tennis has moved from the sponsorship of wine companies which pay attention to high-end lifestyle to the admission of liquor companies. The world's top events are no longer the patent of wine brands such as Hennessy and Jacas, and Chinese high-end liquor enterprises have begun to invest heavily.

From sponsoring football, basketball, badminton to tennis events, the significance of cooperation between different ball players is quite different. Who is the biggest winner behind sports marketing?

Several liquor brands touch the Internet

Zhang Feng, 82, came out of the elevator and ran into the 21st century economic reporter. After greeting him, he said with a smile, "I played two tennis games this morning and this afternoon."

From 1992 to 1998, Zhang Feng was Deputy Secretary of Chengdu municipal Party committee, in charge of economy; After 1998, after retiring from the leading position in Chengdu, he was elected chairman of Chengdu Tennis Association. Many years later, many people still call him "secretary" when they see him, but the word "tennis" is added in front of him.

Zhang Feng, a strong figure, was invited to witness the "restart" moment of Shuijingfang tennis match.

On June 8, Zhu Zhenhao, acting general manager of Shuijingfang, and Yang Yibin, general manager of Shanghai Jiushi sports event operation management Co., Ltd., signed the cooperation agreement. Shuijingfang will sponsor the Rolex masters in Shanghai for three years, becoming a partner of the top tennis events in Asia for the first time. In the advertising space, Shuijingfang will compete with Heineken, Rolex and other international brands on the same stage.

Compared with the master's match, another city tennis match hosted by Shuijingfang makes Chengdu Tennis Association more excited.

On June 5, the professional and amateur players of the city tennis tournament waved at the same time in Hangzhou, Suzhou and Shijiazhuang, resuming Shuijingfang's sports marketing road of developing mass tennis. The competition will also start in Beijing, Shanghai, Guangzhou, Shenzhen, Zhengzhou and Changsha, and the finals will be held in Chengdu in October.

Back in 2000, the "Shuijingfang Cup" amateur tennis team competition in big cities of China (hereinafter referred to as "tennis team competition") planned by Zhang Feng, sponsored by China Tennis Association and hosted by Chengdu Tennis Association, came into being. The participating teams developed from 11 teams in the first year to 460 participants in the 10th competition.

The tennis team competition has been held for 14 times, and was interrupted in 2014 due to lack of funds. Subsequently, Shuijingfang became the platinum sponsor of China open for four years. However, the biggest influence in the tennis industry is the tennis team competition, which was awarded the title of "traditional Chinese tennis brand competition" by China Tennis Association.

What Shuijingfang didn't expect was that the line of the city tennis team competition was quickly picked up by another liquor company.

In 2015, Du Nan, the investor of Jinhui liquor (603919. SH), initiated the establishment of Jinhui tennis club. Six years later, Jinhui liquor has set up 11 tennis clubs in Beijing, Wuhan, Shanghai, Shenzhen and other places, and has successively held the National City Tennis Club invitational tournament and citizen tennis Festival.

In December last year, the "so 2020 Songshan Lake Science and technology elite tennis match" was held in Dongguan City, which was invested and hosted by yate Group, the major shareholder of Jinhui liquor. Sun JinFang, director of China Tennis Center and former captain of China Women's volleyball team, was invited to participate in the competition“ Among them are Tang Shuxian, a world-famous material surface science and technology expert and academician of Chinese Academy of Sciences, Tan Weihong, an expert in chemical biology and academician of Chinese Academy of Sciences, and Du ruxu, an expert in mechanical design and manufacturing, robot and automation, and an academician of Canadian Academy of engineering.

"No matter tennis or other ball games, they can be related to logistics principles." Tang Shuxian said that the research is very interesting.

Luzhou Laojiao (000568. SZ) focuses on cooperation abroad. Although affected by the epidemic this year, the Australian Open sponsored by Luzhou Laojiao is still held as scheduled. Luzhou Laojiao became the first liquor partner in the history of Australian Open, with sponsorship amount second only to kia of South Korea. At the Australian Open for the first time, the mysterious number 1573 was very eye-catching. Foreign fans turned their heads and asked Chinese players, "what is 1573?"

From mass marketing to precise circle marketing

Zhang Feng reviewed the city tennis team match that year. At the peak of the game, Shuijingfang's annual sales revenue was 1 billion yuan and the net profit was more than 300 million yuan. The enterprise has also solved the fund problem for the team and achieved multi win.

Yang Zhaoji, chairman of Quanxing group, the former controlling shareholder of Shuijingfang, saw the mass marketing business opportunities behind sports sponsorship. Around 2000, Quanxing liquor began to decline, and enterprises are preparing to promote Shuijingfang brand. The city tennis match coincides with the liquor consumers who are positioned as "high-end liquor, big city sales, and thick liquor culture", and both sides are ready to meet.

"In a sense, the sales performance of Shuijingfang in those years depended on tennis matches." The staff of Chengdu Tennis Association, who organized several city tennis matches, recalled to reporters from the 21st century economic report that after Shuijingfang liquor making site was rated as the top ten archaeological discoveries of that year, a press conference was held in Guangzhou, and the first game was played in Guangzhou. Then every time I go to a city to play, the sales of Shuijingfang keep up“ The cooperation of tennis team matches is signed once every five years, with 5 million yuan for five years She said.

In fact, this is not the first time Yang Zhaoji has tasted the sweetness of sports marketing. In 1993, Quanxing distillery (the predecessor of Quanxing group) successfully acquired Sichuan football and entered the first a league. With the charm of football, Quanxing liquor was well-known. In 1998, Quanxing winery ranked top three in China in terms of sales revenue, ranked fourth in the country in terms of total profits and taxes, and ranked among the top 10 beverage manufacturers in China.

"The ball commander is often the wine commander." Tennis people said. And Shuijingfang rely on the "ball" to promote sales and Jinhui wine. At the end of the battle, the team members drank the positive energy of the Golden Emblem Wine and received the hand gift of the 18 years of the Golden Emblem Red China.

Football, basketball, badminton and table tennis competitions have always attracted sponsorship from liquor companies, such as Heineken's sponsorship of the Champions League, Tsingtao's sponsorship of the national 3x3 basketball match, and Langjiu's endorsement of the women's volleyball team. Now, liquor companies have hit the "net" or regain the edge of the ball, who is the biggest winner?

"The audience of tennis is smaller, which is the transition from mass marketing to precise circle marketing. This is more suitable for medium and high-end liquor enterprises. " Fu Hui, the person in charge of Guangzhou University Yunhui Cultural Development Co., Ltd., which focuses on the marketing of alumni circle in Chinese universities, told the 21st century economic reporter that China's rapid development for 20 years has played a significant role in creating wealth. Therefore, for the "light luxury" brands mainly for the middle-class and above groups, as the cost-effectiveness ratio of "mass marketing" continues to decrease, The attraction of circle marketing is increasing day by day, and the opportunity to switch the main track appears.

"Strong consumption stickiness is the most significant characteristic value of circle marketing." She said that in addition to the strong cooperation between Maotai shares and Sinopec gas station, the College Alumni Association is one of the main channels for circle marketing.

Zhu Zhenhao said that the purpose of sponsoring the masters competition is to enlarge the collection of high-end products of Shuijingfang masters, rather than the general corporate communication“ We hope that the growth rate of Shuijingfang's high-end products will be faster than that of the secondary high-end jingtaizhuang and Zhongduan zhenniang No.8, and the sales ratio of Shuijingfang will be double-digit five years later. " At the Shuijingfang shareholders' meeting on June 9, he said.

The staff of Chengdu net Association told the 21st century economic report that the team competition was divided into competition group and special invitation group, which was sponsored by enterprises instead of the association. Enterprises choose the city of competition, because the enterprises already know exactly where the customers are.

From enterprise marketing to city management

"From corporate marketing to city management, small tennis plays a huge role." Zhang Feng said that the carnival of 800 people in the first Chengdu entrepreneur Tennis Association competition organized by him was the first time in the history of Chengdu tennis.

After Rolex masters was permanently settled in Shanghai to improve the image of the city, tennis has become a business card of Chengdu.

Up to now, there are no less than 58 member groups of Chengdu Tennis Association, and most districts, cities and counties in Chengdu have established tennis associations. Chengdu hosts more than 100 amateur tennis events every year, including more than 800 tennis courts built by rich farmers. More than one million people play tennis every year. Tennis is coming down from the "high-end sport". After Luzhou Laojiao sponsored the Australian Open, the organizers specially set up a branch in Chengdu to take charge of overseas market development.

"Events can promote the cultural marketing of a city." Wang Gang, director of the Shuijingfang Museum and director of government affairs, told the 21st century economic report that now, the Shuijingfang Museum has been included in the Chengdu municipal government's Shuijingfang liquor culture and historical district planning. At present, Chengdu is striving to become a world famous cultural city, which needs more cultural symbols and carriers, tennis is one of them.

Jinhui wine also takes advantage of tennis to carry out various sports, and set up the Jinhui sports plate, vigorously develop folk sports, for the city where it is located. From June 20 to 24, the third national fitness games of Gansu Province was held in Dingxi gymnasium. Tickets for the golden Hui cup basketball competition were distributed to the public free of charge. Different from the way of sponsorship and naming, Jinhui liquor insists on organizing its own teams and even establishing competitions. It has moved many competitions into the 4A scenic spot of Jinhui liquor, creating the tourism + sports tourism mode of Huizhou county.

The Australian Open 2020 coincides with the Chinese Spring Festival, and there is a Chinese lion dance show in Melbourne. Wang Hongbo, deputy secretary of the Party committee and executive deputy general manager of Luzhou Laojiao Co., Ltd., who went to Australia, said: "the Chinese Spring Festival carries the cultural connotations of harmony, harmony and auspiciousness, and has a unique cultural charm in the world. When the Australian Open meets the Chinese Spring Festival, Luzhou Laojiao has opened a window of culture in the Australian Open, the world's top sports event, in combination with traditional culture. "

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