World Cup: China Sponsors "Two Over One"

In December 5, 2009, Cape Town, South Africa, the World Cup draw ceremony, the name of the most famous TV station in China, unfortunately became a ridicule of other countries' peers: "what is the embarrassment of the Chinese team who did not qualify, and what are you doing in South Africa?" However, if they meet again after the world cup, I believe that the name will not be embarrassed any more. Instead, they can proudly tell the other side: "although the Chinese team did not come, all the World Cup matches had to rely on the illumination of Chinese enterprises."

Indeed, in February of this year, Yingli Green Energy Corporation from Baoding, China, signed an agreement with FIFA to become the global official sponsor of the 2010 World Cup in South Africa. This is not only the first Chinese company to win the global sponsorship of the world cup, but also the sponsor of the first renewable energy company in the world to enter the world cup. In the background of Chinese football missed the world cup, Yingli group has become the only "Chinese element" in the world cup.

It is reported that Yingli energy will play 64 games in the world cup in South Africa. In each 90 minute game, Yingli has 8 minutes of rolling advertising time in the stadium advertisement, which will highlight Yingli product characteristics and emphasize Chinese elements. In addition, before the 2014 World Cup in Brazil, only when Yingli did not continue to sponsor, could other new energy sponsors be found.

Not long ago, another Hongkong ERK from Fujian, China, was looking forward to the possibility of becoming the only Chinese sports clothing brand to sponsor the world cup as the sponsor of the shirt team joined the Korean National Men's football team to enter the world cup. Unfortunately, in the end, the Korean national football team "betrayed" Hongxing Erke who appeared with them at the Beijing Olympic Games and chose a new sports sponsor, a sports brand in Italy.

However, between Yingli group and Hongxing Erke, it is not the simple success or failure of the two enterprises, but the world dream of Chinese enterprises growing continuously along with the rapid development of China's economy. {page_break}

　　 Yingli's abacus

In fact, Yingli group's ties with the world cup should be traced back to the 2006 World Cup in Germany. Yingli group has provided its own photovoltaic products for Kaiserslautern stadium, one of the World Cup matches. Through such a "small test knife", Yingli group tasted the sweetness, while expanding the German market share, it also had a brand new understanding of the influence of the world cup.

Friends of the photovoltaic industry know that Germany is one of the first countries to pay attention to the development of new energy in the world. Liu Hanyuan, President of Tongwei group in Sichuan, commented in a recent interview with a magazine that "the German people have done a bad thing in these decades, a good thing. The bad thing is to start World War II. The good thing is to promote the development of new energy."

Obviously, all kinds of new energy enterprises including Yingli have used Germany as a paradise to expand their market share, and indeed they have achieved fruitful results. However, the market is changing rapidly. On the one hand, the German government has begun to reduce subsidies to the solar power industry. On the other hand, a large number of enterprises and funds invested in the new energy industry have made the originally profitable industry enter the stage of price fighting. As far as Yingli itself is concerned, the share of German market in its global market is decreasing year by year.

When the focus of market competition changes from one country to the whole of Europe and the whole world, Yingli group's strategy must be adjusted accordingly. If sponsorship of a world cup can convince Germany of Yingli's strength, then how can the whole world see Yingli quickly and believe Yingli? The world cup is undoubtedly the best opportunity. {page_break}

　　 International rivals are too tough.

Like Yingli group, Hongxing Erke, made in China, started its own brand building and promoted major sports events earlier because it was at the forefront of consumer goods. But unfortunately, in the sporting goods industry, all the domestic and foreign competitors facing Hongxing Erke are aware of the importance of brand building and the scarcity value of major sporting events, and almost all of them look stronger and more sophisticated than Hongxing Erke, from international Adidas, Nike, Puma to domestic Lining, Anta, PEAK, and 360 degrees. 。

However, missing the world cup is not a bad thing for Hongxing Erke, but a good thing. On the one hand, through the media's dissemination of this incident, Hongxing Erke not only made the public see their clever marketing tactics, but also helped Hongxing Ke to understand the cruelty of the competition in the world sports market more clearly, and more resolutely carry out the core strategy of taking tennis as the main body to represent the movement.

We notice that the two major brands of world sporting goods are involved in almost all sports fields, but they all have their own core spheres of influence. Nike ranks first in the field of basketball, and Adidas is better in football. With strong economic strength and research and development advantages, they also seize the territory on one hand and keep it tacitly on the other hand. A situation that divides the market. The result of this tacit competition is the withdrawal of other sports brands or defeat from one family to another, or to their sub brand or even the sun brand.

China's sporting goods market has been developing rapidly in recent years, and a number of domestic sports brands including Hongxing Erke have emerged. However, in order to seize the market quickly and seize the eyeballs of consumers, most brands have chosen the development path of crazy advertising, crazy shops and crazy products. However, since 2005, apart from Lining, Anta, PEAK, PEAK and other brands still maintain a good momentum, more brands are either fighting down or facing the problem of insufficient stamina.

Core products, core competitions and core areas will be the most important issues facing China's domestic sports brands. Just like Lining's investment and acquisition in badminton, he avoided basketball and football games. He chose the most suitable area for himself to do research and development, popularize, discover and encircle the core sports resources. This is the only way for Huashan to become an international sporting goods brand.

Besides the football World Cup, there are too many sports events, too many high-quality sports resources, and lack of discerning Chinese sports brands, such as golf, such as skiing, such as swimming. {page_break}

　 Chinese companies are still on the periphery.

Chinese enterprises have already made real gold and silver in the world cup. South Africa in 2010 is no exception.

A production flag company in Jiaxing has been making orders for the World Cup since last year. At present, 3 million 600 thousand flags of large orders have been shipped, and some small orders are still in production.

Not only that, a Yuyao company has become a manufacturer of seats at Nelson Mandela Bay Stadium. In addition to the 50 thousand seats, they also contracted the seat of the World Cup training center and news center, with a total contract value of more than US $2 million 500 thousand. Nowadays, all the seats on the stadium are on the LOGO of the company, ready to dress up to welcome the fans all over the world.

If Yingli becomes the official sponsor of the world cup, it is the beginning of Chinese enterprises' March. The above mentioned enterprises also represent the hope of Chinese enterprises.

Just like the patriots who have just become a strategic partner with Yingli group, they also sponsor the top F1 in the world. However, Feng Jun, a patriot boss, says everywhere: "sponsorship of F1 is not our goal. Our goal is to become China's SONY and Samsung."

The world cup of soccer has been launched without Chinese team. But the world cup of enterprises is always in progress. Chinese enterprises face the challenges and opportunities of the world. Besides intelligence and courage, they need to be clear about what they want and what they lack.