Beijing Daily Client | Reporter Yang Tianyue
Recently, as the 2022 Qatar World Cup enters a more competitive knockout round, the popularity of the event continues to rise, and the Chinese brands that appear in the fence advertisements have also attracted much attention.
Many fans found that Hisense changed the original "China's first, the world's second" fence advertisement to "Hisense TV's second in the world", and added another sentence "Made in China, work hard together". This move is seen as Hisense's "response" to the recent World Cup controversial ads.
Hisense's previous fence advertisement of "China's first and the world's second" in this World Cup has sparked heated discussion. Hisense Group's brand department personnel explained that becoming the second in the world and continuing to stand firm in the market is Hisense's global strategic goal. Samsung has always been a benchmark for its own learning and catching up, and advertising for the first place is also a kind of respect.
According to AVIRW data, Hisense TV's global shipment from January to October 2022 was 19.6 million units, surpassing the global shipment of LGE. It jumped to second place in the world; and data from AVI Cloud Network shows that in the Chinese market, from January to October this year, Hisense TV's retail share was 23.31%, and its retail share was 25.19%, ranking first in the Chinese market.
In fact, both "Made in and out of the Qatar World Cup, from venue construction, water and electricity guarantee, to the surrounding areas and supporting services, "Made in China" and "Construction in China" shine.
The Lussel Stadium of the main stadium of this World Cup is the first World Cup stadium project constructed by a Chinese company as the general contractor of in the design construction. The 800-megawatt photovoltaic power plant in Alcaza is undertaken by Chinese companies to help Qatar fulfill its commitment to hosting the "Green World Cup". Most of the jerseys worn by fans in the carnival, the small flags waving in their hands, the trumpets and whistles blown by their mouths, the ornaments and pillows of the Hercules Cup , are also made in China.
's "high-profile" appearance in the World Cup field undoubtedly attracted a lot of attention for Hisense Group. Since 2016, the electronics manufacturing company has participated in sponsoring every World Cup and European Cup . Financial report data from previous years shows that the group's overseas revenue soared from 19.6 billion yuan in 2016 to 72.5 billion yuan in 2021, and its share of total revenue also increased from less than 20% to 41.3%.
In recent years, with the acceleration of the pace of "going out", more and more Chinese companies have chosen to use the stage of top sports events to expand their momentum in the global market. At this World Cup, three Chinese companies, Wanda Group, , vivo, and Mengniu Dairy, also made "high-profile" appearances on the world-class stage as official sponsors. Nearly 20 Chinese companies have taken the World Cup traffic express through national team sponsorship, star endorsement, media cooperation, etc.
Data released by the UK Global Data Company shows that Chinese companies sponsored this Qatar World Cup of 1.395 billion US dollars (about RMB 10 billion), exceeding the US$1.1 billion invested by American companies including brands such as Coca-Cola , McDonald's and Budweiser , ranks first in the world in total sponsorship.
Image source: Hisense Group
