The World Cup is here!Chinese companies have gathered a "love team"

Author 丨 Wang Yanhe

01

World Cup: restart world confidence

Local time November 20, 7 o'clock in the evening.

Qatar will play the curtain of the 2022 World Cup finals against Ecuador.

Many people may forget that there will be such a sports feast this year.

Today, the epidemic has entered the third year, and 2022 has passed three -quarters, and the global economy is still foggy, exploring in inflation and recession;

In the last World Cup host Russia, a protracted battle is being fought, and the wrestling with Europe has become increasingly heating up;

The Qatar World Cup held in November will be the first truly open international competition since the epidemic.

There are still 2 months to start. At this time, all kinds of warm -up promotion have long been overwhelming. Consumer merchants, restaurants and bars are cheating, but this year's World Cup is quiet ...

A sports event in the world is needed to eliminate gaps, reshape confidence, and pump blood for markets and economic pumping.

Someone sang the show, and some people took the stage, and hundreds of millions of funds were rotated for this.

For example, many people do not understand the country of Qatar.

This is a country located on the Arabian Peninsula with an area of ​​only 11,500 square kilometers. There is no Beijing University, but it has extremely rich oil and natural gas. It can be said that every inch of land is hidden in black gold.

God has eaten meals, and Qatar has become a wealthy country with a per capita GDP of over 60,000 US dollars and has long been ranked globally.

For the World Cup, the local tyrant took out $ 220 billion to invest in infrastructure construction. In addition to the construction of 7 new stadiums, the water supply system in the desert has been updated again.

There will be 3 million ball tickets for this competition. According to the World Cup Organizing Committee, at least 1.2 million international fans will enter Qatar.

On this Peninsula with a resident population of only over 2 million, to meet so many tourists, business and other business are strictly waiting.

In Yiwu, Zhejiang, China, small businesses producing football, jersey, mascot, flag, badge, and pendants are busy arranging delivery every day.

Sports competitions are inseparable from Chinese manufacturing, and it is inseparable from the "world supermarket" Yiwu. According to statistics, in the 2018 World Cup in Russia, there are 3 million pairs, more than 300,000 fan fans, more than 200,000 hands shaking flags, and more than 200,000 hats from China.

In the past two years, many competitions have been canceled, the logistics is unstable, the prices of upstream raw materials have skyrocketed, which has put a lot of pressure on Yiwu merchants with small profits.

An order that can be brought by the World Cup is enough to make many people survive the season full of cold. While they are producing, they are always preparing to produce peripheral products of popular teams according to the market heat.

Which team has a large winning rate, they can have a judgment from the national flag.

In a higher -end small circle, competition is naked.

In the cooperation of the World Cup sponsor, we got rich "new money" with Crypto cryptocurrency, burning money marketing, and robbing many "old money" giants such as oil and aviation.

In the asset statements of the top rich, investing in sports events, teams and clubs are a business that is both cost -effective and displayed, not just to enter the game. Especially in the era of great inflation, in order to compete for risks and span the cycle, the pull between new and old money is particularly exciting.

Brands from Hisense, Vivo, Mengniu, and other brands from China also spent hundreds of millions of marketing expenses to go to sea, becoming the top partner of the World Cup, showing China's sense of presence.

People, resources, goods, and transactions are all surging in the dark in an orderly manner.

The capital never sleeps, and the game has already started outside the court.

02

World Cup: Sports Marketing War

The FIFA expects that the Qatar World Cup will attract more than 5 billion audiences worldwide.

In the era of traffic economy, this global super traffic pool will create a short -term concentrated consumption climax. It is destined to be a marketing war that major brands must not miss.

Douyin spent 1 billion yuan of sky -high price, just to win the right to play the World Cup.

In the track of consumer goods, there are also many classic cases of global popularity with the help of sports marketing to gain a global popularity.

At that time, Samsung, South Korea, relying on top -level events such as the Seoul Olympic Games. It took ten years to defeat the giant Motorola of the time, and it is still the largest manufacturer in global mobile phone shipments.

Hisense has made a fierce momentum in recent years, and has sponsored two European Cups and Two World Cups. Both the European and American markets and the Japanese market have succeeded.

Nike, Coca -Cola, McDonald's, almost never absent from major sports events.

When the pool is large enough, each brand can perform hands and feet.

The resource ammunition of each company is limited. How to use the cards on the hand and play the effect of king -fry -on the big stage of the World Cup, telling the brand's own story, which has become the pursuit of all merchants.

In the past six months, Yili has signed the cooperation between the three national teams of Argentina, Portugal, and Spain. Yesterday, the three No. 7 stars, Cristiano Ronaldo, Beckham, and Wu Lei, as the spokesperson, formed a dream of 3+3. Team.

Many brands are cooperating with the team, and the popular team is naturally the focus of everyone's competition; the unpopular team will not be fell. If the brand is picked up with the dark horse, it supports them all the way to the semi -finals, the finals and even the championship, which is the most. The stories of moving counterattacks.

Layout teams and signing stars are two different marketing operation ideas. The team represents the victory and defeat, which can drive emotions.

For example, the three teams signed by Yili themselves are the popularity of winning the championship and have a high degree of attention;

In addition, the three teams are just included in the "Meiro". There are also many top players from Real Madrid, Barcelona, ​​and Manchester City. Through the collective rights and interests of the team, they can use the resources of many stars. Very cost -effective choice.

The star represents influence and can create topics.

Signing three planet 7 is a single breakthrough in Yili's concentrated resources. Through the following video, we can also feel that Yili's love never follows alone:

Illi

Cristiano Ronaldo is one of the most influential sports stars at the moment. Some people think that football in the past ten years is the "Cristiano Ronaldo era". In the business field, Cristiano Ronaldo is the highest -income football player in 2021. He has 500 million fans in social media. His every move attracts attention. The story of self -discipline and self -improvement has convinced the global fans.

Although Beckham retired for many years, looking at the entire football history, his "Eternal 7" has an important position. With handsomeness, Beckham's popularity has not decreased, and its popularity is in time dimension, which can affect and penetrate generations. It is one of the most influential football stars at home and abroad;

Wu Lei, as a representative player of "going out" in China, is also the winner of the Chinese Golden Globe Award, and is known as the hope of Chinese football. At the legendary moment of "Peking Barcelona", many people world fans remembered this Chinese face. Signing him, not only can he cover Chinese fans, but also binds the story of the brand to go out and go to a common dream.

Through three teams and three 7 stars, Yili can continuously strengthen symbols such as victory, dreams, and love for the brand, so that the support of the football industry and the pursuit of health care, water and milk blend.

Global companies are all right -handed, either compete for top sponsor and regional agency rights, or they are competing for commercial authorization and cooperating team stars.

After a bustling scene, Chinese companies should think about how to really go to the world.

03

Chinese companies, standing on the world stage

Once, there was a wonder in the World Cup:

Most of the global GDP rankings have not been shortlisted for the World Cup.

This has a question. Can the economic power play a football?

The 2002 World Cup in Korea and Japan is the only time the Chinese team advances.

We thought it would be the beginning, and the result was a long 20 -year exit.

In the Qatar World Cup this time, 7 countries in the top ten GDP last year have entered the finals of the top 32.

At the same time, these big powers also have a deeper direction of this competition through economic strength.

The money behind the field is better than the collision of the green field, but it can better represent the wind direction of the national economic strength.

Although the national football team has not been qualified, it will not be absent from Chinese goods, enterprises and brands.

With the improvement of China's economic strength, more and more large enterprises have emerged. Among the Fortune 500 in 2022, 145 companies in China were selected and ranked first in various countries.

For Chinese companies, competing to the sea has changed from one option to a compulsory project. Borrowing sports marketing, attracting global eyeballs, has also become a strategy of going to the sea with a way to go.

In the past two years, due to the extension of the epidemic, many large -scale events have been tied, which has created a super sports cycle. From the Tokyo Olympic Games to the Beijing Winter Olympics, to the European Cup, World Championships, and World Cup, the proportion of Chinese companies in the advertising wall has continued to decrease, such as TIKTOK, Alipay and other brands dare to spend money.

The more, the more the environment is complex and full of uncertainty, sports will always compete and overcome the spirit of setbacks. The athletes are unwilling to admit defeat and counterattack heroism, and the more they can move people.

The dairy track itself is tacit with sports and health. In sports marketing, Yili has always been a domestic successful sample.

After the success of the Beijing Olympics and the official partners of the Olympic Organization Committee, Yili cooperated all the way to Beijing, London, Rio Olympic Games, and Sochi, Pyeongchang and Beijing Winter Olympics. In the World Cup, Asian Cup, CBA, Military Games and other competitions, Illi has never been lacking.

In the first half of 2022, Yili revenue was 63.443 billion yuan, an increase of 12.31%year -on -year, and net profit was 6.139 billion yuan, an increase of 15.4%year -on -year, a record high. On the segmented tracks such as liquid milk, infant formula, adult milk powder, cold drinks, etc., Yili's market share ranks first and is still expanding.

In this year's environment, this achievement is not easy. In the full competition track of Dairy, the domestic and strong pattern in China is stable. Yili's product quality, channel penetration rate, and technical upgrade have been cutting -edge. This is the ability to accumulate and cross the cycle.

Yili is a microcosm of many Chinese companies going abroad -they have already emerged in the domestic market, and they are competing with international giants in terms of "hard power" such as products and technology.

But how to increase the sense of existence and participation of Chinese brands in heavy sports events like the World Cup?

How to use products, content creativity and good stories to reflect the "soft power" of Chinese brands? Completing the transformation from products to brand may be more important for Chinese companies.

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