2022 Qatar 2022 World Cup. What does it mean for China enterprises to sign the national football team?
China enterprises become the "number one financier" of the World Cup.
Affected by the epidemic, it is estimated that the number of live spectators of FIFA in FIFA World Cup Qatar 2022 in 2022 will be less than that of the last World Cup in 2022. However, this has not affected the determination of Chinese enterprises to continue to build a world brand with the help of this world-class football match.
According to the data of Global Data, a British research company, corporate sponsorship in China reached a new high in this World Cup. Wanda, Mengniu, Hisense, and vivo sponsored the World Cup by 65.438+39.5 billion US dollars (about 65.438+00 billion RMB), exceeding the US enterprises by 65.438+65.4 million US dollars.
According to the annual distribution, the corporate sponsorship value in China is $207 million per year, while the corporate sponsorship values in Qatar, the United States and other countries are $65.438+34 million, $65.438+29 million and $65.438+85 million respectively. China enterprises have become the number one financier of this World Cup.
According to public information, four years ago, the total sponsorship amount of the 20 18 World Cup in Russia was about 2.4 billion US dollars, of which the sponsorship amount of China enterprises exceeded 800 million US dollars. According to this calculation, the sponsorship of China enterprises in this World Cup has increased by 70% compared with the previous one.
The strength of China enterprises is indispensable. There are about 16 official sponsors of Qatar World Cup in 2022, and Chinese enterprises occupy 6 seats (compared with 7 in the last session): Wanda Group is FIFA's partner, Hisense Group, Mengniu Dairy and vivo are FIFA World Cup sponsors, and Yadea and Boss are directly employed as FIFA World Cup Asia-Pacific sponsors.
Wanda Group spent $850 million in 20 16 and signed a sponsorship agreement with FIFA 15, covering all World Cup events by 2030. Vivo spent about $450 million earlier and signed a sponsorship agreement with FIFA for six years (20 17 -2022). It is estimated that Mengniu and Hisense respectively sponsored nearly 1 billion dollars for this tournament.
In addition to the six official sponsors of the World Cup, more than 65,438+00 China enterprises have taken advantage of the situation by sponsoring the participating teams and stars. The signing teams include Yili, GAC Mitsubishi, Wanda Sports, Netease Media, TCL, Wanhe Electric, Vantage, Wan Jiale, Pan Pan, Di Ku Coffee, Betan, Xiaohongshu and Mousse, and the last six are new faces of World Cup marketing; The signing stars are Mengniu, Yili, TCL, China CITIC Bank and Glory.
"Compared with the 20 18 World Cup, the overall number of China enterprises sponsoring this World Cup has decreased, and the enterprise structure has been optimized." Li Jiang, executive director of Yutang Sports, told CBN that there were 36 sponsors in China last time and about 20 sponsors in China this time, a decrease of 16, a decrease of about 44%.
There are three main reasons for the decrease in the number of sponsors in China. Li Jiang analyzed that first, due to the economic environment, some enterprises don't have that much money; Second, affected by the epidemic, offline activities are difficult to hold and sponsorship fees are difficult to amortize; Third, the time factor, this World Cup is held in winter, the popularity of bars will be less than that in summer, and the input-output effect will affect the number of sponsors.
At the same time, the corporate structure of the official World Cup and China sponsors of teams and stars has also changed. Li Jiang believes that it is mainly the head enterprises in various industries. As for the media, in addition to CCTV, China Mobile Migu and Tik Tok, Xiaohongshu is a new sponsor of the participating teams in the World Cup, and Netease has sponsored the participating teams since 20 18.
When offline marketing becomes difficult, online has become the main battlefield to activate the sponsorship of the World Cup. Hisense and Tik Tok jointly launched a variety show "Hey! Football boy. Li Zhen, director of sports industry operation of Tik Tok, said that as one of the partners of CCTV's 2022 World Cup live broadcast, Tik Tok and Hisense launched the program, which was a "special dish" jointly created by * * *.
Did you earn it? Is it worth it?
"When the 20 18 World Cup was held in Russia, the global economic environment was relatively good. The challenge of this World Cup is that there are fewer fans on the scene, and many brands are not sponsored because of uncertainty. Spending 654.38 billion yuan to sponsor the event, and theoretically spending another 654.38 billion yuan to spread it. Did Chinese enterprises win or lose by sponsoring the World Cup? " Advertising door Chairman and CEO Rabo throws questions.
The reporter of China Business News observed that China sponsors of this World Cup are more rational in marketing activities.
In the last World Cup, Vantage sponsored the French team and launched a free promotion campaign for the French team to win the championship. As a result, the French team won the championship, which boosted Vantage's sales and popularity. Vantage sponsored the Portuguese team in this World Cup. Relevant persons of Vantage told the First Financial Reporter that there was no guess-free activity this year, and more attention was paid to the spread of brand value of serious life.
The other two kitchen and bathroom appliances companies Wanhe and Wan Jiale sponsored the German team and the Argentine team respectively. Interestingly, Wanhe sponsored the Argentine team last time, and Wan Jiale tried to sponsor the World Cup for the first time this year. "Football is round," Wanhe told the First Financial Reporter, hoping to find a breakthrough and establish deep contact with a new generation of consumers.
In recent years, Hisense Group has sponsored the world's top football matches for four consecutive times, including the European Cup 20 16, the World Cup 20 18 in Russia, the European Cup 2020 (extended to 202 1 year due to the epidemic) and the FIFA World Cup 2022 in Qatar. Pang Jing, deputy general manager of brand management department of Hisense Group, said that it originated from Hisense's strategy of "going out with big heads" to build overseas independent brands.
This accelerated the process of Hisense's globalization. From the 20 16 European Cup to the 20 18 World Cup, and then to the 20021European Cup, Hisense's overseas sales revenue increased from1960 million yuan to 72.5 billion yuan, and the proportion of overseas revenue increased from less than 20% to 4 1.3%, and the proportion of independent brands increased. From June 5438+0 to June 5438+00, 2022, Hisense's global TV shipments increased against the trend.
Hisense has formulated the marketing strategy of Qatar 2022 for the 2022 FIFA World Cup, which involves the whole chain of R&D, production and marketing, and all links participate in coordination. Hisense World Cup customized TV, designed sports mode and star recognition mode, equipped with a 240Hz high refresh rate screen. Hisense Group set up its headquarters in ASEAN region in early October of this year. 165438+ consolidated the European, American and Japanese markets, and continued to expand the business of Hisense TV in the Asia-Pacific market. On June165438+1October 1 1, Hisense's Toshiba TV relaunched its listing in the Vietnamese market because it sponsored the World Cup.
In this World Cup, Hisense cooperated with social media Tik Tok, not to buy traffic, but to cooperate with Tik Tok * * * to create its own football youth IP. In Li Jiang's view, together with the "Lost Stadium" charity activity initiated by Hisense and FIFA in South Africa, Hisense hopes to invest resources to improve its reputation.
As a friend of Hisense, TCL invited Neymar to endorse the last World Cup. This World Cup sponsored Brazil, and invited French defender Rapha?l Varane, Brazilian winger Rodrigo, English midfielder Phil Forden and Spanish rising star Pedri as global brand ambassadors to convey bold and extraordinary brand ideas.
In terms of mobile phone sponsors, vivo's new foldable mobile phone has become one of the official designated machines of this World Cup, and sponsoring the World Cup will help vivo further expand its overseas market business; The glory whistle announced three days before the start of this World Cup, together with Kaka, Owen, Figo and Zanetti-four stars representing Brazil, England, Portugal and Argentina respectively.
"It is not clear whether the sponsorship asking price has gone up or down this year. There will be some pressure on the impact of the epidemic for three years, and the number of China brands sponsoring the World Cup has declined. " James Li, brand director of Sanxiong Aurora, told the First Financial Reporter that the official sponsors basically have a good foundation in sports marketing, such as Mengniu, Hisense and vivo. This year's World Cup is also quite special. It is the first Winter World Cup in the northern hemisphere, and it is also on the marketing nodes such as Double Eleven, Double Twelve, Black Friday and Christmas shopping season. For enterprises, this is a very big marketing opportunities in itself, and the World Cup will greatly promote brand building and cognitive communication.
The World Cup has become a showcase for "Made in China".
This year's FIFA World Cup Qatar 2022 has a high "moderate content" and contains many elements of China, from stadiums to new energy buses. The Lurcel Gymnasium, which held the final, was built by China Railway Construction, and Zhou Ming Technology provided LED screens; The new energy buses used are provided by Jinlong Automobile and Yutong Bus. Construction machinery of Sany Heavy Industry was used in the construction of the venue.
"It is no accident that China enterprises constitute the largest sponsor camp of Qatar 2022 World Cup in 2022. It is a microcosm of the transformation of China's manufacturing industry from low-end to high-end. The World Cup has created a good stage for China. " Li Jiang thinks.
Once, South Korea's Samsung also started from a low-end manufacturing industry and became a global brand by continuously sponsoring the Olympic Games. Nowadays, China manufacturing is also transforming to the high-end. Li Jiang told CBN reporter, "Enterprises should have a global strategy, a global supply chain layout, differentiated products suitable for the local market and an international team. This is the foundation; The World Cup is a tool. Only by combining the two can we truly realize the integration of products and effects (sales) and maximize sponsorship rights. "
According to Nan Zhou, secretary-general of China Chamber of Commerce for Import and Export of Mechanical and Electrical Appliances, China sponsors are indispensable, which shows that China's supply chain is indispensable. China home appliance enterprises such as Hisense and TCL have relatively perfect supply chain layout in the world, so they become "frequent customers" in sports marketing and use social media for marketing innovation. "The competition in the global home appliance industry has always been the competition of independent brands."
Duan Chuanmin, a marketing expert, also told China Business News that sports and football are cross-cultural world languages. In just over ten years, China enterprises have become the mainstream players in the world's top competitions, which is conducive to the promotion of corporate image and national image. Even after three years of epidemic, it still failed to stop the confidence and enthusiasm of China enterprises to go global, which is a valuable upward force. Some domestic brands, such as Hisense and vivo, have become more and more proficient in sports marketing, from pure sponsorship to integrated marketing now.