Sports Big Business Issue 2676, welcome to pay attention to the leading sports industry information platform
article | Ma Lianhong
Sports Big Business reporter
On the evening of October 1st, the Beijing Marathon official release event Announcement, announcing that the 2021 Beijing Marathon will be held on October 31 The gun started, and the event size totaled 30,000 people. Registration for players officially opens at 23:50 on October 1 and closes at 23:50 on October 4 for three days.
At the same time, the new title sponsor of the Beijing Marathon, shell house , also officially debuted. According to the previous "announcement of public solicitation for title sponsors of the Beijing Marathon", the cooperation between the two parties will last for at least three years. That is to say, from 2021 to 2025, the external name of the Beijing Marathon will be "Shell Beijing Marathon" . Since 2020, Beike Zhaofang has become the official sponsor of Chinese Women's Volleyball Team and Chinese Super League . This time joining hands with North Malaysia means that Beike Zhaofang has made another breakthrough in sports marketing and will further consolidate its presence in real estate. The leading position in the intermediary industry.
The title sponsor changes, and Beijing Marathon enters the "shell" era
Beijing Marathon, referred to as Beijing Marathon, is China's first city marathon. In the minds of many Chinese marathon enthusiasts, the North Marathon is the national horse and an event that must be attended. The number of applicants for the 2019 Beijing Marathon alone has reached 160,000. In fact, only 30,000 people are eligible to participate. The winning rate is only 18.1%, which means that one out of every five people will win the lottery. It can be said that they will be qualified to participate. Runners are the “lucky ones”.
2021 coincides with the 40th anniversary of the Northern Malay Federation. In addition, last year's Northern Marathon event was canceled due to the epidemic, so many people are looking forward to it being held as scheduled this year. Now, the Beijing Marathon has finalized the specific hosting date, but judging from the competition requirements, the mass contestant level is only open to the permanent residents of Beijing, and they have not left Beijing from October 10 (inclusive) to October 31 (inclusive), especially Invited athletes will also comply with relevant epidemic prevention and control requirements, and will be uniformly arranged by the organizing committee. Closed management will be implemented until the end of the competition. This means that ordinary runners will not be able to compete in Beijing this year.
2021 Shell Beijing Marathon has opened registration
As soon as the news came out, although many runners felt regretful, they said they could understand it. From the perspective of the upcoming 2022 Beijing Winter Olympics, this year's major domestic sports events must consider epidemic prevention. Controlled, it is not easy for North Macedonia to host the event.
At the same time, BeiMa’s new title sponsor, Shell House Search, has also attracted the attention of many runners. As early as April this year, the mired China Fortune ended its five-year cooperation with Beijing Marathon ahead of schedule. At the end of May this year, the Beijing Marathon Organizing Committee officially issued the "Announcement on the Open Solicitation of Beijing Marathon Title Sponsors" ”, an open call for official sponsors of the Beijing Marathon.
As China’s first residential service platform listed on New York Stock Exchange , Beike House Search originated from Lianjia. Its three main businesses are existing house transactions, new house transactions and other emerging businesses. As of June 2020, Beike House Search The housing search platform has entered 103 cities in China, connecting more than 456,000 brokers and 42,000 brokerage stores of 265 new brokerage brands. Beike Housing’s 2021 semi-annual report shows that in the first half of the year, Beike Housing’s operating income reached 44.9 billion yuan, and the total transaction GTV exceeded 2.29 trillion yuan.
sponsors top sports events + community sports, and Shell Sports Marketing walks on two legs
Shell Housing has a long history with sports. For the late founder of Zuo Hui , his entrepreneurial life began in 1995 in an A-level match at Xiannongtan Sports in Beijing.That day, Zuo Hui went to watch the game with his college classmates. Beijing Guoan played against Guangdong Hongyuan . In the end, the home team won with a big score of 3:1. The fans in the audience were shocked by this. The whistle just sounded at the end of the game. When there was a sound, the newspaper was torn into snowflakes flying all over the sky, which lasted for 5 seconds. Infected by the enthusiastic atmosphere of the stadium, Zuo Hui and his two classmates and friends recalled the joke of "going out to work alone when I was 25 years old", and at that moment they decided to take action.
In 2001, after making his first pot of gold in the insurance industry, Zuo Hui decided to enter the real estate industry, and Beijing Lianjia Real Estate Brokerage Co., Ltd. was born. In 2011, Zuo Hui established Ziru.com . At the beginning of the 21st century, my country's residential demand surged. , what followed was a mixed intermediary market with asymmetric market information, and bad intermediary behaviors such as rogue intermediaries and fraudulent intermediary fees were common. Since the birth of Lianjia , it has been in the name of "real housing", gradually opening up an open and transparent housing agency brand in the mixed market, and Lianjia has become a leader in the intermediary market.
In April 2018, Beike, which originated from Lianjia, went online as an independent brand and was officially listed on the New York Stock Exchange on August 13, 2020, becoming the first stock in China's residential service platform.
Zuo Hui, the founder of Lianjia, Ziru, and Shell Searching Homes,
, has been accompanied by sports elements for more than three years since its establishment. On January 16, 2020, Shell announced that it would become the official sponsor of the Chinese National Women's Volleyball Team (Chinese Women's Volleyball Team); on July 12, 2021, it became a special strategic partner of China Central Radio and Television Station's top events; on July 15 , became the official sponsor of the Chinese Super League. Previously, Shell also sponsored the 2018 CCTV World Cup broadcast, the 2019 Chinese Champions League (CMCL) finals and the 2020-2021 Chinese Football Association Cup.
Beike became the official sponsor of the Chinese Women's Volleyball Team
In addition, Beike relies on tens of thousands of stores to deploy community sports, following the concept of "leveraging community services with sports services", using community stores as the fulcrum and "sports" as the medium. Let residential services come to residents in a way that they like. Currently, Shell owns three major sports event IPs: community football games, community basketball games, and Shell community running events. It is understood that the Shell 2021 "Community Football Game" has formed a total of 60 community teams, with 100 stores directly participating, attracting 720 football families; the "Shell China·Community Run" is sponsored by China Athletics Association and hosted by Shell House Search. China's first 5-kilometer bronze medal-certified professional road running event. Data shows that community running events have covered nearly 50 cities and more than 3,000 communities across the country, with a total of more than one million people witnessing and participating.
Shell Housing Spokesperson Huang Xuan attended the community running event
The community basketball game is the third community sports event recently created by Shell. In November 2020, the first community basketball game of Shell was held in Chengdu. It was jointly guided by Chengdu Sports Bureau and other departments. It was jointly organized by Shell Housing Chengdu Station and Chengdu Basketball Association and other units. At the same time, the event promotion ambassador and former men's basketball national player Wang Shipeng helped at the scene, which aroused the enthusiasm of 152 teams from Chengdu, Deyang, Meishan, Ziyang and other four cities.
In addition, Beike offline stores have also been upgraded from simple "community residential service points" to "community sports service stations" starting in 2018. Convenient services include free Internet access, charging, resting, printing, etc. provided by the original service points. In addition, services needed for residents' daily exercise and fitness, such as item storage, drinking water breaks, and emergency medical treatment, have been added. If nearby residents are tired from running, they can get hydration in the store.
In the era of real estate service provider value, brands need to use sports to enhance "popular favorability."
frequently arranges sports events, which also brings rewards to Beike.During the 2018 FIFA World Cup in Russia, Beike spent about 100 million yuan to lay out this sporting event, sponsoring the CCTV 2018 FIFA World Cup broadcast, and advertising in outdoor business districts and Weibo. According to Song Qi, CMO of Beike Home Search, in an interview with the media, this marketing brought considerable direct traffic to Beike. During the World Cup, Beike jumped to second place in the download rankings in the APP store. The number of downloads ranks first in the service list.
Shell Housing CMO Song Qi
But for Shell, the layout sports marketing is not just about the temporary surge in traffic. "Buying and renting a house, or shell, is a low-frequency product and platform, so to a certain extent, marketing is more often about building trust in the brand and long-term brand recognition." As a marketing operator of shell house hunting, Song Qi once said Introduce the marketing logic of Shell.
According to the report "Beyond Transactions - Ushering in a Better Era of Quality Services" jointly released by Shell Research Institute and Blank Research Institute, during the 14th Five-Year Plan period, China's housing policy will achieve new results in stabilizing growth, preventing risks, and protecting people's livelihood. ternary equilibrium pattern. Housing will shift from production-oriented to consumption-oriented, and people-centered will fully meet the housing needs, so that various housing needs of different groups of people can be well satisfied.
This means that the real estate industry will enter the era of "service provider value" in the future. At this stage, services around housing are more important than houses. The role and value of service providers will be redefined, and creating a brand worthy of user trust and recognition will become a real estate industry. Enterprise strategic choices.
The influence of sports among the public will undoubtedly help real estate brands maintain and establish credibility and reputation. Whether it is the Chinese Super League , the women's volleyball team or the North Malaysia signed this time, it will greatly enhance the popularity of Beike among the public. The popularity of sports events, and the durability of sports events, will help Beike remain in a leading position in the era of service provider value. From this point of view, Beike's marketing in the sports field will be a protracted battle. In the future, Beike's figure may Frequently active in sports arena.
Note: The pictures used in this article come from the Internet
