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How did Hisense achieve high-energy output in the marketing team battle of the European Cup?

Time : 10/07/2022 Author : hql0a5 Click : + -
        The European Cup in 2020 was originally scheduled to end in July 2021. Four of the 12 official sponsors were from China, which also made China a member of the European Cup. On the one hand, it showed China's growing comprehensive national strength, and on the other hand, it triggered a heated debate in China about "who is the marketing champion of the four giants". Hisense is undoubtedly the marketing champion of this year's European Cup. According to the "digital brand list" & times; According to the brand marketing list of European Cup 2020 released by lazy bear sports, during the European Cup, Hisense's digital brand value and consumer mind share were significantly ahead of the other three Chinese sponsors.
 
        Hisense's mind share reached 25.27%, close to the sum of the other three. ■ the data observation window of the chart on this page is from June 1, 2021 to July 13, 2021. The data comes from monitoring the whole network information of mainstream media, news portals, vertical media, local websites, today's headlines, Yidian information, Weibo, Zhihu, wechat and other platforms. The total value of Hisense DB ranks first in the brand value list. According to the monitoring of the "digital brand list", Hisense has produced 288838 pieces of relevant content in the whole network marketing of the European Cup, including 2.25% of news media content, 17.76% of we media content, and 79.98% of user comments and posts. It has achieved the effect of word-of-mouth marketing with user participation as the main body, we media and KOL actively giving voice, and there are many reports in the mainstream media.
 
        In addition, among the relevant content of Hisense on the whole network, the number of negative content is less than 7%, and the favorable degree is as high as 91% & mdash& mdash; Among the 12 official sponsors, Hisense ranks the first in terms of positive content dissemination, user participation and goodwill. ■ the data observation window of the chart on this page is from June 1, 2021 to July 13, 2021. The data comes from the monitoring of the whole network information of mainstream media, news portals, vertical media, local websites, today's headlines, Yidian information, Weibo, Zhihu, wechat and other platforms. The total content of Hisense is 288838. At the same time, Hisense's flagship product U7 series contributed 41.4% of the DB value (digital brand value) in the brand marketing, and the popularity of the whole network reached 90%. A variety of flagship products are at the core of the user's understanding circle, achieving the double marketing results of "brand + product".
 
        ■ the data observation window of the chart on this page is from June 1, 2021 to July 13, 2021. The data comes from the monitoring of the whole network information of mainstream media, news portals, vertical media, local websites, today's headlines, Yidian information, Weibo, Zhihu, wechat and other platforms. ■ the data observation window of the chart on this page is from June 1, 2021 to July 13, 2021. The data comes from the monitoring of the whole network information of mainstream media, news portals, vertical media, local websites, today's headlines, Yidian information, Weibo, Zhihu, wechat and other platforms. Hisense ranks first in the brand marketing list of official sponsors of the European Cup. The most popular hot spot of the European Cup is that Chinese brands become its largest sponsor.
 
        The four brands benefited greatly from this "group war", which triggered a large number of active public opinion dissemination by we media, mainstream media and netizens. Among them, the "virtual advertising storm" has contributed to this hot spot, and many "100000 +" articles have been generated in the first and middle of the event, providing excellent reputation for the brands participating in the sponsorship. On the Weibo platform, the event showed the characteristics of more UGC content, more "transfer" brand activities, more professional and small core audience, and polarization of users. However, a large number of Internet secondary creation "stems" fermented by the "c Luo takes away Coca Cola" event are the bright pan entertainment and out of circle hot spots of this European Cup, with a long duration and wide influence.
 
        It can be seen from the high-frequency word cloud map of the whole network of this European Cup that teams, players, competition conditions, sponsor brands and products constitute high-frequency keywords, which fully reflects the characteristics of high participation density, large traffic and high mental occupancy of users. Among them, the mention rate of Hisense is comparable to that of popular teams, which shows that the binding between Hisense brand and European Cup has achieved initial results. ■ the data observation window of the chart on this page is from June 1, 2021 to July 13, 2021. The data comes from the monitoring of the whole network information of mainstream media, news portals, vertical media, local websites, today's headlines, Yidian information, Weibo, Zhihu, wechat and other platforms. Hisense, as a high-frequency word in the whole network, is close to popular teams, countries and players.
 
        On video platforms, hot topics are mainly concentrated in highlights, clips, collections and other content. Among them, station B is highly professional, with high "reduction" and "authenticity" of the content, but there is no lack of professional dissemination. Kwai, Tiktok and video numbers are mostly "extended stories" in the background of the European Cup, with strong marketing and drainage atmosphere. On the e-commerce shopping guide platforms such as xiaohongshu and Taobao live room, the content is mostly platform bloggers. With the help of the hot marketing of the European Cup, they create a large number of quick cut short films, broadcast the match schedule and wonderful moments, and bring goods to all stores. The overall atmosphere is funny and frivolous. According to Nielsen's global sports marketing trends in 2021, since the 2008 Beijing Olympic Games, Chinese enterprises have increasingly taken sports sponsorship as one of the ways to support their brand growth, and it is predicted that Chinese brands will account for one third of the global sponsor market growth in the next 10 years.
 
        It has become a trend for brands to sponsor international events as a breakthrough point for their overseas growth. For example, Hisense has sponsored international top sports events for three consecutive times in the 2016 European Cup, the 2018 World Cup and the current European Cup. Alipay has signed an eight year contract with UEFA to sponsor the 2024 European Cup, all European Cup qualifiers and World Cup European zone qualifiers. In addition, the situation in which Chinese brands such as technology and Internet have become the main sponsors of the European Cup is different from the past. Compared with the 2018 World Cup in Russia, Hisense, vivo, Alipay and tiktok are replaced by them, which generally presents the form of "Chinese brand overseas marketing 2.0" with software and hardware as the main body.
 
        It can be predicted that China's technology giants will become the main force of overseas event sponsorship in the future. In the new era of sports marketing dominated by social media and short videos, VR / AR gradually enters the market, and TV and radio gradually fade away, the methods of event naming, field advertising, team and player sponsorship, margin betting, guessing, drawing and transferring have become somewhat outdated. From the fact that the sponsors plan the marketing of the European Cup, we can find the following two trends:. First, the continuous and in-depth output of professional content will firmly attract the attention, participation and content production of core fans and KOLs, so as to assign value to the brand and "plant grass" for users.
 
        Typical examples include Hisense's three appearances at the top-level events with Chinese technology enterprises to interpret the product upgrading behind the technology enterprises; And focus on the event itself to attract fans to create jokes and stories around the European Cup. Tiktok has set up a European Cup theme ar filter and label challenge on its app. For example, the AR filter allows creators to place a target on their screen and put an animated football directly into the goal. The keys, stationery, snacks and other items commonly used in users' lives can be used as goalkeepers, centers, midfielders and back guards; At the same time, a challenge is launched, labeled # welshwithcymru. Users can challenge to speak football terms in Welsh, or # soccer skills. Users can challenge any "ball (as long as it is round)" around them to compete with each other.
 
        The ant chain under Alipay used the blockchain technology of fire during the European Cup to issue the "c Luo blockchain scoring King trophy" for 1600 winning users. The user's blockchain trophy will always be stored on the "chain". Each trophy is a unique replica of the original trophy and cannot be transferred or sold. In a word, on the journey of international sports event marketing, more and more Chinese brands will gallop here, and more diversified overseas marketing strategies are imminent.
 
        
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