ã€Global Network Technology Reporter Wang Nan】 After the European Cup marketing tasted its sweetness, Hisense again became the official sponsor of the 2018 FIFA World Cup with a price of nearly US$100 million. This is the first Chinese consumer electronics brand in the World Cup in the last hundred years and is another major step after Hisense’s sponsorship of the European Cup in 2016.
Last year, the leading authority of the United Kingdom, Marketing week, announced the effectiveness of the top ten sponsor PR campaigns during the European Cup. Hisense ranked No. 3, and Nielsen, the world's leading market research agency, ranked the European Cup's advertising implant performance ranking, and Hisense ranked second. In addition, Hisense’s popularity in 11 surveyed countries other than China has increased by 6 percentage points.
From the sponsorship of the Australian Open, the NASCAR XFINITY series of competitions of the US largest event, the Formula One Red Bull team to the European Cup last year, last year UEFA audited its product and reputation in addition to its reputation in a series of events. Accumulated experience, because sports marketing is often difficult to "money" things.
A group of data that has been widely disseminated is that for each 1% increase in awareness of a corporate brand, approximately US$20 million in advertising costs will be required. However, with the use of large-scale sports events, as much input, the visibility can be increased by 10%.
China Yikang data shows that during the competition last year, the market share of Hisense TV was 18.74%, 1.87 percentage points higher than the previous period. During the competition, global warming, and in the European market, Hisense TV sales increased by 56% in the second quarter and increased by 65% ​​from the previous quarter. Single model France monthly sales first.
Today (April 6th), FIFA and Hisense formally announced this cooperation: Hisense became the official sponsor of the 2018 FIFA World Cup. According to Liu Hongxin, president of Hisense Group, this sponsorship, in addition to the LOGO will appear in the 2017 Confederations Cup and 2018 FIFA World Cup venue ads, tickets, news backplane and live scores pop-up window, its more than 20 million Internet TV users will also enjoy more exclusive resources, and Hisense's global sales network of nearly 100,000 will also launch a unified theme marketing campaign.
Sports marketing in major international competitions has always been an important symbol and symbol of the internationalization of consumer electronics companies. At the Olympic Games held in Seoul in 1988, Samsung seized the opportunity of sports marketing and climbed the throne of the world’s largest consumer electronics company. The Japanese electronics companies represented by Sony, Sharp, Canon, and JVC have almost never interrupted the sponsorship of the World Cup and the European Cup.
Although in the past European Cup, the Chinese audience was basically a spectator, but with China's consumer electronics companies accelerating the pace of overseas marketing, Hisense has also become the first sponsor of the UEFA from China in 56 years, and even more people feel the changes of the times. However, Hisense replaced Sony's famous Japanese consumer electronics companies.
Many senior sports marketing people believe that sports marketing is a shortcut to the internationalization of Chinese brands. In recent years, as China's consumer electronics brands have increased their marketing efforts overseas, we have also seen more and more major sports marketing cases: Alibaba has become the International Olympic Committee after its title of World Club Cup. Sponsors; Huawei signed top players such as Messi, Grizzman, and Lewandowski; ZTE cooperated with La Liga in Sevilla; its sub-brand Nubia sponsored Ronaldo; Suning merged with Inter Milan...
These cooperation cases have not only greatly enhanced the international reputation of these brands, but also heralded that Chinese consumer electronics companies are making up for the vacuum left by Japanese companies and launched global challenges for Korean brands such as Samsung and LG.
Kenig, director of industry analysis at the Consumer Electronics Association of the United States, once stated that Chinese-branded smart phones are no longer just low-cost but also participate in international competition with a high-quality image. He said that nowadays, domestic smart phone brands such as Xiaomi and Coolpad have performed well, have strong configurations, and are cost-effective. They have already ranked among the high-end brands of international smartphones, causing Apple, Samsung and other manufacturers to feel competitive pressure.
The sports marketing of large-scale events is a rapid propeller of the brand's internationalization strategy. The collective rise of China's consumer electronics companies is an indisputable fact. This is also the arrival of China's self-owned consumer electronics brands from the “made in china†to “made by China†era. However, the internationalization process is difficult and difficult, and other factors such as the company's strategy, technical changes, and trends in research and development beyond the marketing will determine the success or failure of the company. The stories of Japanese consumer electronics brands have provided us with a good lesson.
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