2018-11-13 03:36:23 Source: Beijing Business Daily
The successful marketing of Chinese companies in the Russian World Cup in Russia has left us with a number of classic cases. The 2019 Basketball World Cup is held in China. This is the most wonderful international sporting event held in China between the Beijing 2008 Olympic Games and the Beijing Winter Olympics in 2022. It has also attracted the attention of many home appliances. A new round of sports marketing war is underway.
Relevant experts said that sporting events stimulate youth and passion. With "after-90s" and "after 00", they gradually become the main force in the home user market. The design of sports brands in different home appliances on the one hand promotes brand regeneration. A young and fashionable brand image absorbs more young users.
On November 7th, at the 2018 Global Digital Sports Summit held by Tencent, Tencent Sports and Phenguin Think Tank, the "China 2018 Basketball Industry Report" was released jointly, showing that China's favorite basketball players account for almost to 50% of all the sports enthusiasts. %, basketball has become the first movement of the whole people. Basketball players under 20 and 25-35 are 52% and 40%, first in all sports, and basketball has become hot work for home appliances marketing.
Naturally the home-home horses do not want to lose such marketing resources. In June this year, TCL became the global partner of the 2019 Basketball World Cup and the main basketball sponsor of the Asian Basketball World Cup 2018. However, under the limited and limited reality of official headline resources, it is found A new route that effectively touches users is a topic that home appliances need to expand to market the World Cup basketball.
According to the "China 2018 China Basketball Industry Report", the penetration rate of mobile gamers among young people who play under 20's basketball has reached 71.5%. Nearly 80% of young fans are hoping to see more competitions at the same time. The new media penetration, cross boundary in basketball and entertainment, fashion, etc., has become the key to the brand to capture consumer attention.
As the main partner of the world of 2019 Basketball World Cup and a limited digital media partner in China, Tencent has rights to broadcast and distribute live 60 international international FIBA events, including the World Cup Basketball, and different rights inside and outside the World Cup basketball.
By distributing the content of the new media channel and the use of the stadium to show the rights and interests of the junior marketing scenario, we can achieve twice the result with half the effort, let the equipment companies home released basketball World Cup marketing, while creating a young brand image and becoming a leading global brand. .
"With the continuing innovation of technology, almost the same price as a home appliance is almost the same, so the brand and consumer base have become a magic tool. With strong brand power and many Resources are profitable, this is the reason why home appliances love sport marketing. Industry source said.
(Source article: Beijing Business Daily)