The world cup June, attracted many China fan to watch fight, they or defend be by the television or hurry off to Russia competition ground, meanwhile, many China enterprise also is participated in with exalted enthusiasm come in the world cup -- 10 thousand amount to, the sponsor that the indigenous industry such as letter of Meng Niu, sea, Vivo became a world cup.
Not only such, a batch of liquor companies that have native land distinguishing feature extremely include old cellar or pit for storing things of city of 5 grain fluid, Lu, sword the renown wine business such as Na Chun started world cup sale early or late, even 10 thousand tens of crayfish also set foot on the road that hurries off to Russia. Can say almost, besides Chinese football team, participated in what can participate in a world cup. Match economy makes a central point.
Chinese enterprise shares passion all-time and rising
In the line of couplet of spot direct seeding recently, pine of famous compere Bai Yan said a group of data: "Altogether takes part in the match 32 times country, we had not taken part in the match, but we (bought ball ticket amount) arrived with respect to the platoon the 9th, wait than Spain, England take part in the match the entrance ticket number that national fan buys is much. Still have a lot of (China) element, include a sponsor, show somewhat on Russia world cup. Show somewhat on Russia world cup..
In fact, chinese enterprise is reflected somewhat on the world cup not only, and still behave particularly outstandingly. The Chinese enterprise Logo of the scroll on competition ground, make numerous fan impressive. The sponsor of 2018 Russia world cup that according to FIFA world cup government-owned net the above-listed gives, this year Russia world cup, became the regale of Chinese enterprise simply.
It is reported, the world cup sucks golden ability to be inferior to going to this year, there still are 15 sponsor chairs when be apart from contest to be not worth a week vacant, all alone a few traditional sponsors such as aviation of chief of a tribe of couplet of the Buddhist nun, A also did not appear a body even. Decrease to the world cup in collective of old brand sponsor lukewarm when, gave urgent need to begin sports sale and raise international famous spent Chinese business opportunity, include 10 thousand amount to, 7 companies such as sea letter, Meng Niu, Vivo, those who achieve Chinese enterprise to sponsor a world cup is new tall, want to know, the sponsor of enterprise of China of Brazilian world cup 4 years ago has only. Among them 10 thousand amount to ever opened up 2016 960 million yuan take international sufficient couplet one class assistance, 4 world cups enjoy future the full advertisement of the match below banner of international sufficient couplet counterpoises and letter of sea of sale authority; , Meng Niu and Vivo became 2 class sponsor.
10 thousand amount to group respect to disclose to reporter of the first finance and economics: "Regard international as the top class sponsor of sufficient couplet, also be FIFA6 in big top class sponsor exclusive enterprise of a China, the 10 thousand sponsor rights and interests that amount to a group to enjoy FIFA the superlative degree to fasten a match, include tomorrow the collaboration of 4 world cups. Include tomorrow the collaboration of 4 world cups..
Besides the whole world billions of person-time can see the 10 thousand signs that amount to on competition ground outside, 10 thousand amount to below group division many business board piece include 10 thousand amount to the square, 10 thousand cities that amount to a shadow, 10 thousand amount to Eden to waited to all be adopted all sorts of " pose " in joining world cup sale, come. 10 thousand amount to a respect to express to the reporter: "To dig value of world cup sale, 10 thousand amount to group division below 10 thousand amount to the line on square line to issue comprehensive confluence to cross group sale new setting, during the world cup, match of direct seeding of spot of big screen of the 10 thousand interactive setting that amount to square to have world cup theme not only and LED, still with shake browser of sound, QQ to wait for Internet company cooperation, raise consumer line to go up to be spent with the participation below the line, those who realize the discharge below the line on the line is mutual change. Those who realize the discharge below the line on the line is mutual change..
Lacteal estate magnate cheats Niu Ye unwilling give the impression of weakness, unconscious ox respect expresses in the response that sends the first finance and economics: After world cup of become attached to, meng Niu interacts in product, brand, user namely wait for many respects to release shirt-sleeve potential energy. In product side, the autograph makes an appointment with distance unconscious ox and FIFA world cup only 18 days, meng Niu the first cup " world cup milk " -- yogurt of natural Natural gust comes out. Subsequently, 27 below unconscious Niu Qi 4 large category, brands in all 161 products change world cup new clothes in succession, "World cup milk " phalanx is born. In brand level, unconscious ox autograph makes an appointment with the Ao Meixi in Argentine star (Lionel Messi) become its 2018 brands spokesman. Interact in the user respect, meng Niu " play turn FIFA world cup sweeps a red bag 100% " upsurge of sale of conformity of mobile open world cup, sweep a total person-time to already was defeated at present 100 million.
Liquor company gathers together world cup
In wine kind in the industry, the world cup is the sale grand opera of beer company all the time, but discovery of reporter of the first finance and economics is in one round this in world cup sale, instead is liquor company strong advanced line, include old cellar or pit for storing things of city of 5 grain fluid, Lu, sword the renown wine business such as Na Chun starts world cup sale early or late. Look inside course of study, liquor company gathers together world cup backside, it is this on one hand annulus anabiosis the growth kind of liquor industry produces a change, force renown liquor company changes a brand to competition; On the other hand, renown wine business also is not willing to miss internationalization opportunity.
Reporter of the first finance and economics notices, on world cup sale, liquor company is devoted and giant, expand sale battlefield to Russia from home even. Among them 5 grain fluid was started last year " 100 cities 1000 counties 10 thousand inn " market of plan distribution terminal, roll out modelling to be similar to the thematic product of football pot. Lu city old cellar or pit for storing things makes box of entertainment of government of 2018 Russia world cup brand of exclusive China liquor, and this also is Chinese liquor pulls hand world cup first. Sword Na Chun is used shake phonic platform to develop activity of world cup theme, ticket of draw-out world cup. Foreign river is used in Russian culture communicates an activity, muscovite red field appears before the world cup.
"This is domestic liquor company the most lively on world cup sale. " Cai Xuefei of analyst of liquor of advisory limited company tells spirits division star reporter of the first finance and economics, previously wine look forward to to the world cup it is simple incident borrows situation sale mostly, the conduct propaganda of lay particular stress on at media level, and this outspread see an enterprise take this seriously to product level.
Cai Xuefei thinks, liquor company gathers together so world cup sale is for demand of brand individuation promotion, as the development that consumes diversity, wine look forward to values IP concept sale more and more now, simple brand conduct propaganda already cannot achieve the result that consumer teachs, world cup this kind of big IP becomes indispensable.
Response of company of 5 grain fluid says, begin world cup sale, also be to look to regard the whole world as IP of top class sports again, the world cup is the main platform that reveal and promotes company brand image.
On the other hand, world cup sale also is regarded as scope that internationalization expands by wine look forward to.
Wang Hongbo of vice secretary of Party committee of Lu city old cellar or pit for storing things, standing vise general manager tells the first finance and economics the reporter, raise the price of the commodities Russia market, it is to be based on on one hand concern goodly between two countries, on the other hand, russia just also is the nation of a drink of be apt to, drink, can warm hospitality.
This is not liquor company first time to stare at on Russia market. Internationalization of the liquor before this is put in difficulty all the time, for instance the difference of culture, the difference of laws and regulations of wine body, mouthfeel, law is waited a moment, although take door going abroad,bring about liquor finally but fail to break through Chinese market all the time. And the habit that Russia has drinkable height firewater all the time, opposite condition is more mature, a kind of spirit distilled in Fenyang of the Shanxi before this ever announced to want to set a plant in Russia, try to change production to open the opportunity of Russia market through mainland.
Cai Xuefei points out, although value the opportunity of Russia market, but Chinese liquor enters Russia market to still need time, shoulder heavy responsibilities truly, nevertheless the world cup regards the campaign that has international force as IP, what bring for the brand is famous spend and consequence imagines not hard.
Tourist of 100 thousand China goes to Russia to watch game
Although Chinese team is absent world cup, but Chinese fan is banner however to the enthusiasm of Russia world cup the whole world. Compare at world cup of Brazil, south Africa, this the world cup is in the neighbour Russia with closer distance, add Russia to implement the policy that avoid a label to holding audience of ticket foreign country, drive directly " world cup travel is hot " .
Then tourism person seize business chance in succession. With Cheng Yilong airline ticket, hotel, train ticket, also made Hua Shisheng condition play a way around the world cup with the business modes of life and relation to their environment such as the car. The rise in value that still increased series individuation at the same time serves, if Chinese is received,send a service, chinese department guides service, assistance undertakes drawback serves, offer children seat to wait for domestic user, department guides can offer conduction hotel freely to be entered, tourist attraction dining-room is recommended, guidance of field liaison man. Carry ox of Cheng, road to wait to also roll out product of travel of world cup match in succession.
Carry Cheng to release " travel of Russia of 2018 world cups consumes a report " show, predict to tourist of 100 thousand China attends game of Russian travel, view during the world cup, enter a country in each country before the rank in the tourist 3, wait for estimation from consumption of entrance ticket of League membership dues, world cup, place, during the world cup, chinese tourist goes to expenditure of Russia travel average per capita to will exceed 30 thousand yuan, with total number 100 thousand computation, predict to will bring consumption of more than 3 billion yuan of RMBs to Russia. Enter a country in what visit with travelling to arrive for the purpose in the tourist, china becomes the state of travel passenger source with the biggest Russia for years continuously. According to statistical data, went to quantity of Russian China tourist to achieve 1.47 million person-time 2017, the income that for Russia each domains bring not less than 1.8 billion dollar.
"Look from airliner transport power, at present China has airliner of 20 non-stop flight to one day to fly to Russia probably, calculate according to every seat number that the class controls 200 times, everyday in all 4000 seat numbers, it is 120 thousand seat numbers by 30 days. Average guest rate is in the course setting out of very much popular city 90% above. Plus can go to before a favourable turn, chinese fan and tourist make very big pitch the main force that Russia world cup travels. " carry Cheng to leave the country swim chief Xiao Yin yuan express.
Carry Cheng only a travel agent, there are more than 5000 people to sign up to swim with the group during the world cup this year, the product such as free travel, custom-built travel, abroad libertinism goes to Russian travel, it is more than 10 times what Brazilian number attends during world cup of the Brazil 4 years ago. Of Chinese tourist swarm into, make Russia place guide very close also spruce. According to statistic, during the world cup, the order on platform of guide of the place that carry Cheng grows 100% above compared to the same period.
Market of world cup government evaluates the public opinion poll of the orgnaization to show, china suffers the person that there is 87% in the person that visit to express to be able to pay close attention to and watch a world cup, exceed Russia, Brazil, Italy, United States to wait. Newest data shows international ball couplet, although Chinese team fails to enter group contest, citizen of world cup China bought 40251 pieces of entrance ticket at present 2018, rank world the 9th. Add entrance ticket of Chinese sponsor distributive to wait, and groovy tourist, estimation will have tourist of more than 100 thousand China to come to Russia during football world cup 2018.
Visa, exchange rate, airliner 3 big actual profit are good the permit that gave Chinese tourist to cross a country to see a ball. As we have learned, the city such as Xi'an, Nanchang, Guiyang, Fuzhou opened the flight number of the city such as Sanket of non-stop flight to, Moscow respectively this year. Russia is one of European countries with Chinese tourist the most convenience visa. In recent years, it is good that Russia published multinomial visa benefit in the light of Chinese citizen: Include a group to avoid a label, hold world cup entrance ticket to avoid autograph, far east free electron signs policy.
During the world cup, because each country tourist emerges to Russia, local hotel and travel resource spurt in prices. Reporter of the first finance and economics understands, the middle ten days of a month arrived in June July during world cup of the middle ten days of a month, go to Russia to swim with the group, free travel is average sale price is controlled for 14000 yuan, than rising at ordinary times 50% the left and right sides. World cup view surpasses circuit, order of average per capita costs more than 50 thousand yuan, semifinals + the group watching game of finals club attend a banquet, it is to be as high as average per capita more nearly 180 thousand yuan still one beg hard. Moscow became the most popular city during Russia world cup, the hotel of place periphery already made work basically exhaust, and hotel price is top rose even 200% .
Reporter of the first finance and economics understands, muscovite, hill of Sanket, all alone agree, holothurian sprain, Yierkucike, Xiekajielinbao, Jialininggele, noise made in coughing or vomiting, Salansike. In 10 cities, 8 have ball game to perform.
Look from tourist, shanghai, Beijing, Chengdu, Chongqing, Kunming, Xi'an, Guangzhou, Shenzhen, Nanjing, Wuhan is the city with most Russia is headed for during the world cup. Besides city of a gleam of, the fan enthusiasm of southwest ministry is very tall also. Quite interesting is, the female goes to the spot to watch the scale of contest to not be defeated by fan of Yu Nan sex. The report that carry Cheng shows, the order of world cup Russia of 33% is go out between the friend row. 6 people above forms a delegation view contest is occupied than 24% . It is sweethearts of husband and wife next a travel, occupy than 19% . 11% it is to look after children see a world cup. Still having 8% is a person goes alone. The female client after having 90 is beautiful 40 thousand multivariate sign up for male friend the theme watching game that group of Portuguese VS Spain surpasses swims, still father a person of extraordinary powers casts 120 thousand yuan of sons that buy entrance ticket to take firm the university entrance exam to be over see world cup final.
Be the buying and selling of be to one's profit?
Enterprise of world cup China participates in enthusiastic rising backside is Chinese enterprise spend to the heavy visual range of sports sale allow when to be awaited before more than.
And have powerful force ground world cup can help a few assistance brand whole world is famous degree go up greatly, drive company sale and profit to rise then. because of such, world cup competition ground is happy get-together of whole world fan not only " marine " , business of more numerous brand contends for advocate " battlefield " .
CIC bright knowledge seeks advice from executive trustee Zhu Yue to express to the reporter: "Although Chinese team fails to attend current world cup, but the whole nation will still have the fan that exceeds billion person-time to watch world cup living broadcast, and Chinese enterprise adopts field edge billboard and other assistance form, can borrow this to win the exposure time of on 100 million level, promote oneself brand to be spent in domestic and international acknowledge thereby. In the meantime, if the sea is believed,can see, 10 thousand amount to wait for world cup government to support an industry, overseas market action is frequent in last few years, undertake overseas business dilate ceaselessly, accordingly this second the world cup also is these old brands the significant opportunity of force of brand of trend world, patulous whole world. 500 strong companies of world are at present medium, china is exclusive 115 banquet, and the amount rises ceaselessly, the economic actual strength with formidable job of the state-owend enterprise in because this heavy gold of enterprise of the China on the world cup is thrown,be being shown and domestic economy is at present good the state of development. The economic actual strength with formidable job of the state-owend enterprise in because this heavy gold of enterprise of the China on the world cup is thrown,be being shown and domestic economy is at present good the state of development..
Although cheat the respect such as the ox to did not disclose to reporter of the first finance and economics,sponsor the specific amount that the world cup invests this, nevertheless, study the data that the company releases according to the market, the advertisement charge that enterprise of global each country throws during the world cup amounts to 15.4 billion yuan of RMB, and advertisement investment add up to amounts to Chinese enterprise during alive bound cup 5.35 billion yuan of RMB, hold total investment 1/3 the left and right sides, be American business investment 2 times much, more the 64 million dollar that tower above Amphitryon invests.
Is the investment of so a good deal of capital the buying and selling of be to one's profit?
Zhu Yue expresses: "Hookup of world cup match can have offerred the exposure rate of level of 100 million volumes for the sponsor, what promote assistance effectively the business is famous spend and do business income. For example, inferior a bit in consequence in the European cup of the world cup, sea letter group adopts assistance European cup made his abroad 2016 income rises compared to the same period 23% , domestic income also obtains apparent growth, because of this sea the letter also decides to continue to open up endowment 100 million dollar, take next current world cups to support advantageous position, do one's best wins growth of faster global market share and more large-scale sale get one's own back. So, as a result of the exclusiveness of world cup sponsor, the Chinese enterprise of competition ability of stronger to was being had international, although assistance world cup is short-term inside the sale that can give high specified number is devoted, but subsequently and the product acknowledge that come spends promotion and product sale growth to also may be an enterprise to bring taller long-term redound. But subsequently and the product acknowledge that come spends promotion and product sale growth to also may be an enterprise to bring taller long-term redound..
Of course, take next good IP to also need good sale strategy.
Zhu Yue thinks, above all, chinese enterprise should make clear the company fixed position of oneself and market sale strategy, specific aim ground has market sale. For example, in the Chinese company that having chair of advertisement of edge of field of world cup competition ground, main sale object is home market, advertisement language should use Chinese, and sale target basically is overseas market, can use English ad more, use concise propagandist language to highlight the characteristic of the company to foreign audience as far as possible. Next, put in to TV ad, each enterprise should be mixed according to the range of products of oneself product characteristic, related to the world cup symbol of content and culture is united in wedlock, tell the world cup story that gives this brand, do one's best makes the audience has era to enter feel and be the same as manage heart, prevent too direct catchword form and sale of virus type advertisement.
Match copyright brings numerous video industry to contend for grab
Consume kind of enterprise to gather together than China world cup sale, entertainment Internet company also discovered great collaboration opportunity -- match copyright cooperates.
Look from recreational content angle, the world cup regards content as the industry most the content of the head, attracted website of many online video naturally to contend for grab. Cruel of final Mi cluck, actor took advantageous position of the direct seeding on world cup line twice. On May 29, actor cruel announces high-keyly to become CCTV of 2018 world cups to appoint partner of new media government, take current world cup to include the multinomial rights and interests such as frequency of direct seeding, order programme, nearsightedness.
Zhu Yue expresses to reporter of the first finance and economics: "Know advisory estimation according to bright, hopeful of number of audience of accumulative total of country of current world cup breaks through billion person-time. Accordingly, this conquer loves to surprise art with Tecent, make actor or actress cruel becomes video of 3 big main trends to make the same score Taichun to have a platform of world cup copyright exclusively, this has very great strategy sense to actor cruel. Actor cruel can depend on this copyright advantage, the public opinion heat during whole world cup mixes effective include user discharge, discharge of order programme of the number of direct seeding audience that draws rank of countrywide ten million and the relevant and circumjacent video that cross 100 million level, a collection of selected specimens, recreation, because this hopeful is in,this summer vacation time causes powerful impact to the competitor. Because this hopeful is in,this summer vacation time causes powerful impact to the competitor..
The heavy gold of actor cruel participates in a world cup to also get result. Late on June 14, russia world cup as scheduled and to, amphitryon Russia begins especially to battle sand battle leaves formally dozen become event of the biggest heat. President of spell of group of the entertainment in A holds Yang Wei of happy CEO of president of great actor cruel, A Liyin concurrently east divulge, the world cup begins battle pulls shift of the cruel that use actor to carry new user to grow day of annulus to compare nearly 160% , annulus of integral day vivid user is controlled than growing 20% , world cup direct seeding watchs a number to exceed 12 million, history of direct seeding of platform of creation actor cruel is new tall.
Spread effect of vermicelli made from bean starch of quantity and star, star dot, high as a result of the high fever of sports match itself, can help hookup or sponsor platform to have heat sale effectively, derive taste development and discharge diversion.
Zhu Yue expresses: "Besides income of traditional match hookup advertisement, actor cruel is OK still have the aid of raises hookup definition, solution to lock up more copyright content to wait sell a dot to attract more to register member paying fee, hoist user paying fee income thereby. Notable is, because be in Alidawen in amusement zoology, can pass in actor cruel and A ' content + electric business ' mode, watch more the user to guide inpour cleans out treasure or day cat platform to buy relevant and circumjacent product to be like unlined upper garment of polo shirt, gym shoes, culture directly, or the product such as beer, snacks, create new profit point of growth further thereby. Create new profit point of growth further thereby..
