Red Net Time NewsOctober 30 (Reporter Yang Shuhua)When Qatar World Cup is less than a month away, the business war outside the football field has begun first. As the top sponsor of this World Cup, China Hisense Group has released the World Cup marketing strategy. On the afternoon of October 30, the opening ceremony of the first stop of the Hisense TV World Cup Living Room Carnival Tour Exhibition was held at Changsha Hisense Plaza . Hisense TV will join hands with brands such as Tencent Game , Zhihuashi, and Changsha Wenheyou to start the feast of the World Cup Living Room Carnival.
The number one player in the sports marketing industry
Since live TV was first applied to football games in 1937, football and television have been making achievements and working together, and the happiness of fans has been continuously improving. Hisense became involved in the World Cup, which began in 2016. Although Chinese companies have frequently appeared in the European Cup and World Cup in recent years, for the 2016 European Cup and fans 6 years ago, the emergence of Hisense has opened the curtain of cooperation between Chinese companies and European Cups. Hisense has become the first global sponsor from China in the history of UEFA in more than half a century.
In the view of Hisense Chairman Lin Lan, this experience is "a process of gradually building confidence." Speaking of the 2016 European Cup again, Hisense has reviewed several experiences: top sports events can enable companies to efficiently shorten the time for building global brands; integrating into the 2016 European Cup has made up for Hisense's marketing shortcomings, and brand building is moving towards the fast lane. Since then, Hisense has taken consecutive moves in the operation of the world's top sports events, sponsoring world's top sports events for four consecutive times, making it unique among Chinese companies. Hisense has therefore been called the "number one player" in China's sports marketing.
With the help of the European Cup, Hisense quickly became a top-notch domestic brand, completely opening up its distance from its domestic peers overseas. According to a statistics, from 2016 to 2021, Hisense's overseas revenue increased from 19.6 billion to 72.5 billion, and its overseas revenue accounted for less than 20% to 41%. According to the latest data from authoritative market statistics agency Omdia, among the top three brands in the global TV industry shipments since 2020, only Hisense has maintained sustained growth. In the second quarter of 2022, Hisense TV ranked second in the world with a shipment share of 12.1%.
"A series of international sports event sponsorships have allowed Hisense to deeply understand a truth - sports events are the common language in the world and are the most direct, simple, pure and efficient way of communication between corporate brands and consumers." Wang Wei, deputy general manager of the Domestic Marketing Center of Hisense Video Technology, said at the opening ceremony that the top international events solved the problem of explaining "who Hisense is" to customers and consumers in strange countries. According to Ipsos survey data, after the 2018 World Cup, Hisense TV's awareness in China increased by 12 percentage points, and Hisense TV became the number one brand of consumer awareness in the TV category. At present, Hisense has established 56 overseas branches and offices around the world, with 23 R&D centers, 31 industrial parks and production bases.
Select Changsha as the first stop
The first stop of Hisense World Cup Living Room Carnival is selected in the internet celebrity city of Changsha. "It is precisely because Changsha has gathered a large number of Hisense fans that they have deep feelings for Hisense TV brand with technical background. Wang Wei, deputy general manager of Hisense Video Technology Domestic Marketing Center, said that for many years, Hisense TV has had a very high reputation and reputation in Hunan and has long occupied the first place in the market share of color TVs. According to offline monitoring data of Aowei Cloud Network, Hisense TV has always ranked first in the market in the Changsha market. From January to September this year, the overall sales market share reached 31.4%. The sales share of the high-end market is 39.1%, both of which are significantly ahead of the second place.
football + TV has always been a perfect match. With the approaching Double Eleven and the hot spot of the World Cup, Hisense TV is ushering in a new round of consumption opportunities. At the national mobilization meeting of "National Hi Champions" this year with Hisense Group, Yu Zhitao, senior vice president of Hisense Group, once said that the sales target of Double Eleven and World Cups was 1.4 billion yuan.Wang Wei revealed that the current pre-sale situation of Hisense TV Double Eleven has increased significantly compared with the same period last year.
As the official sponsor of two European Cups and two World Cups, Hisense has been dedicated to studying TV picture quality technology, constantly customizing and developing the viewing function, and constantly watching the game for fans. Wang Wei said that the demand for high-end display technology in top events has also driven Hisense to invest a lot of R&D funds every year to upgrade technology and iterate products. Hisense has widely used MEMC sports compensation technology in TVs, making the dynamic visual effects of high-speed sports pictures smoother. At the same time, it has developed exclusive functions for viewing games such as sports mode, star recognition, and AI picture search to provide convenience for fans to watch games.
Hisense Living Room Carnival Venue is located in Hisense Plaza in Changsha. The exterior structure of the venue is evolved from the cultural elements of Qatar life. The overall shape resembles the Al Rayyan Stadium Stadium. According to Hisense TV staff, four living rooms will be divided into the venue, including the World Cup limited best viewing living room, the Chivas Immersive Cinema Living Room, the Tencent e-sports game living room, and the super sensory rhythm fitness expert living room. Citizens can watch movies and play games with their family and friends while watching the World Cup, and can also experience the fun of sports through Hisense Fitness Smart Screen. In addition, the World Cup viewing area will be set up at Wenheyou Restaurant located in Hisense Plaza, and 30 Hisense TVs will bring you audio-visual feasts during the World Cup.
At the same time, in order to allow more fans to watch and participate in the 2022 World Cup "zero distance", Wang Wei said that Hisense will join hands with Haidilao to launch a Mini Watch Bar event in 300 offline stores across the country. Fans can watch the World Cup while eating hot pot; in addition, Hisense will also launch the "Hisense TV U8H World Cup Douyin Challenge" on Douyin , inviting fans to watch and play football together, and enjoy the 4-year gathering and joy.
