Roundtable Forum: Consecutive Sports Years, Exploring the Way of Sports Marketing

On January 6, 2022, the 8th Sports Big Business Summit & Awards Ceremony 2021 was held at the R&F Carlton Hotel in Guangzhou's Zhujiang New Town. The summit was hosted by Beijing Shengyi Sports, co-sponsored by Chaoxiang Group and Huati Rongke, and strongly supported by Contemporary Culture and Sports, Ali Sports and Shengyi Interactive as official partners.

The summit set up three forums, the second roundtable forum with the theme of "continuous sports year, explore the way of sports marketing", Shengkai Sports CEO Feng Tao, Zhonghui Sports Chairman Lu Hao, Hisense China Marketing Headquarters General Manager Tang Qian, Mei Kai Flooring Chairman Huang Ruigen, Ali Sports Senior Marketing Director Li Min, Wanming Yang Media Chairman Zhang Jingluo, under the auspices of well-known program host Liu Yuxi, shared how to occupy the sports marketing highland in 2022.

Li Min, senior marketing director of Ali Sports, said that for the sports year, under the continuous sports events, it is bound to attract more attention and topics. It can also affect the participation of the whole people in the national fitness, which is a very good positive drive. But from the marketing level, continuous sports years are not very good for us, because our marketing cycle follows the cycle of sports events, such as the Olympic Games, the Asian Games, etc. On the other hand, we are optimistic about the aspect, because the cycle is shortened, in fact, our entire marketing goal is more focused, in a more focused situation, we can faster establish links with users, build user influence and cognition. In marketing, if we do communication, our time is a day, resource investment is concentrated in a day to bomb, if we are a long cycle, relative communication is rhythmic, there is a transition, there is a cycle, so that the whole integrity of our marketing will be stronger, for the sports industry, sports is a very good atmosphere, for us is a good.

Huang Rui, chairman of Meikai Flooring, said that because we are doing sports equipment and equipment, it should be said that before the event, our spring has begun, including this year's 2022 Asian Games, or the Universiade, because we have a large number of products presented in the arena, this event is the biggest promotion for us. We are now the strategic goal from the professional to the campus, from the big basketball to the small basketball transformation, as Mr. Li said, such an event presentation for our sports industry, equipment suppliers will be of greater help, because more children will see the gorgeous sports occasions, they are very yearning, so this sports year is what we are very much looking forward to.

Tang Qian, general manager of the marketing department of Hisense China Marketing Headquarters, said that the next 2022 World Cup is about to start, Andense as a sponsor feels that sponsorship for two consecutive years is a particularly good opportunity for us, with the domestic environment "double cycle" in the rapid development, the internationalization of Chinese enterprises has come to a turning point. Sponsorship can help Chinese enterprises to integrate into the international market faster, the European Cup, the World Cup for our benefit, is to help the world consumers better understand the Chinese brand, for us is an accelerated process, at the same time is always an opportunity with challenges, in such a rapid process, we feel that the development of business has exceeded the refined development speed of our organization, under such a large system, sponsorship is only the first step, the entire global resource allocation, gap management, Marketing resource matching also formed a very big challenge for us, biennial we have a preparatory period, the rhythm of the outbreak period, but now the compression process, resulting in our full staff is also running to the stage of trendy adaptation to international development.

Zhonghui Sports Chairman Lu Hao said that the Olympic Games this year's sports year is definitely a marketing event, our company does basically whether it is athletes, or for events, the event we have the marketing of professional sports, as well as our own self-created brand event marketing, this big year is definitely the Olympic Games, the Asian Games, is the feast of the head enterprise, but in the entire sports marketing feast there are still a large number of FMCG, the demand for various types of products on the market. During the epidemic period, for example, in the past two years, the endorsement of Yi Jianlian and the cooperation of business partners have increased by 50%, and recently there are still many partners to seek cooperation. In professional sports, our cooperation with the CBA, including cooperation with other professional competitions, is still relatively stable. Because the Olympic Games may still have time restrictions from beginning to end, professional sports are TV series that never end, its span time is very long, and there are relay races to the sea, such as sponsors BMW, Sony, Connie (harmonic) are always tracking events, but also many years are the head of the commercial enterprise landing, and the youth community, family communication link, these years whether it is professional or mass sports events, is also a promotion.

Feng Tao, CEO of Blooming Sports, said that I think there are only advantages and disadvantages, from the perspective of the audience, there are several competitions in this year, and the big drama of the year is said, from the beginning of spring to the end of the year, the drama continues. From the perspective of marketing and branding, there are more options, a little more explanation, not that all brands have to be combined with the largest IP, I have said many times in the forum, any IP has its different regional influence, brands also have to combine their own market to take care of the corresponding links, so allow so many competitions in the year, more brands have more options, not all have to go to the Olympic Games, the World Cup, not necessarily. Including the gradual rise and rise of local IP in recent years, it actually provides more opportunities for the local market and for local brands, which is my simple impression.

Host Liu Yuxi: It is a turnip and a pit, which is a good thing for connecting the right line, for the radish and the pit. The Olympic Games is the largest event brand, this is the marketing of the event brand, Feng Tao always we review the Olympic Games, after all, it is postponed because of the epidemic, do you think the Olympic Games in the sports events what gains and losses, this kind of gains and losses for the Beijing Winter Olympics what is the enlightenment?

Feng Tao, CEO of Blooming Sports: The marketing of the Olympic Games is not the same as the professional events of football and basketball, the European Cup, and the World Cup, and it represents a kind of human pursuit, including the combination of Alibaba and the International Olympic Committee some time ago in January 2017, in fact, the International Olympic Committee is leading and innovating the future development of sports, that is, digitalization, and there has been a great improvement in cooperation in Ali and the International Olympic Games in recent years, that is, broadcasting, broadcasting to the cloud, which actually means the injection of science and technology. Science and technology injection is more vague, in the end what to inject, the broadcast of the Beijing Winter Olympic Games from the International Olympic Committee of the broadcast company production costs greatly reduced, but from the production content will be more than the previous Winter Olympics, because the past signal production and picture production may require more investment, because the past can not reach, without this kind of technology injection, you have no way to produce more signals, more pictures, more scenes, for every action, every scene, can be high-definition and low-latency broadcasting... I believe that even if there is no live audience for this Winter Olympics, all through online or TV everyone watching CCTV broadcast, you will see a very wonderful picture.

Host Liu Yuxi: The next question is to Li Min, this year's Hangzhou Asian Games is held at our doorstep, especially in front of Alibaba's doorstep, Li Min shared in terms of digital marketing, whether it is in the Asian Games or in the operation of Asian Games venues this year, what innovations and experiences can Ali Sports share with us?

Li Min, senior marketing director of Alibaba Sports: This year's digital Hangzhou Marathon has reached the 3.0 stage, and digitalization provides two parts, one for... Including the overall digital status of runners... For C-end users, the only form we provide him with is a blockchain certificate, a race assistant and an online running boost, which is more convenient to participate in competitions and hold competitions. Hangzhou Asian Games held in Hangzhou, as far as Ali Sports is concerned, we have obtained the right to operate the lotus for 15 years, the first aspect is that we call digital operation, as well as intelligent management, and the other is a convenient user experience, from the perspective of intelligent management, all players, all entering Hangzhou can see his moving line, to the venue inside the flow of people, early warning, warning, etc. are intelligent ......... The core solution is the core of cost reduction and efficiency, how to achieve cost reduction and efficiency, we use a lot of artificial intelligence methods, including face recognition, self-service admission and other ways to increase our ping efficiency, is such a way, based on intelligent management and digital operation, in fact, to bring users more is a very convenient experience, we can more easily participate in sports. Ali Sports has nearly ten cities across the country that can break the operation of traditional offline venues through intelligent methods and realize new ways of sports consumption.

Host Liu Yuxi: The next question is to Huang Rui, in many events we can see The Mace floor, how can the Mekai floor activate so many and so huge event resources in recent years?

Huang Ruigen, chairman of MeiKai Flooring: Because we pay attention to product quality and technology development, for example, we have made continuous transformations and upgrades to CBA products, we actually put original technology, such as vector technology, every club and team can make a perfect presentation of the shadow of the city on the court, we also talked about this matter with Asia at that time, and the scenery of Hangzhou in Asia appeared on the basketball field of the Asian Games, including the CBA's rematch, from to now to the all-out loyalty to love, We are to present some technology to let athletes have the best feeling in the process of sports, at present we also continue these products to, through campus events including national middle school basketball competitions, including grassroots basketball cooperation, we hope to create a full chain, not only professional, professional competition, but also for children, social basketball can also feel the power of Chinese science and technology, can feel the atmosphere of Chinese basketball, thereby enhancing their love for the sport, reducing their harm to sports, So we through cooperation with the event, but also enhance their own customer recognition, but also improve the entire industry's awareness of this product, in fact, many of our coaches and professional players did not do more feelings about the floor at the beginning, just like the development of sneakers, from a simple shoe to various plates, sports flooring in the future is not only the style, the scope will be broader, to help referees to make more scientific and accurate judgments, this is our feeling.

Moderator Liu Yuxi: Lu Hao frequently nodded the microphone below to Lu Hao, we asked Lu Hao to share with us, from the branding level to share the secret of NYBO's successful shaping?

Lu Hao, chairman of Zhonghui Sports: Just now I listened to Li Qun's brother introduce his athlete training system, I learned a lot of things, Li Qun is a professional, national team basketball players, I also started practicing basketball from the third grade of primary school to sports school, but did not reach li Qun's achievements, but basketball life brought me a lot of things, 5 years ago I found a lot of basketball training institutions, but children play too little, because we know that basketball is a game, whether it is from kindergarten to primary school, must be to participate in the game, It's not just about training. No game can not be reflected, so we call it a weekly race, witness growth, is every week to let the child have a game, Monday to Friday it can go to training to improve, we insisted on nearly 6 years, now there are more than 140 cities have our games, we are still working hard, we are not subjectively to cultivate athletes, hope that more children through the game to help him get better in terms of comprehensive quality, we recently put forward a slogan "to race to educate people", with competition as a means of education, We hope that more children can grow up in all aspects of personality shaping through basketball, thank you!

Liu Yuxi: After talking about basketball, the next topic will be introduced to football, when several people met Tang Qian at an event at the European Championship before, last year's European Championship format was very special, held in so many countries and so many cities, if you go out freely, not because of the epidemic, you will definitely play more. Reviewing the marketing in 2020, what points do you think can be referred to? For example, for the Qatar World Cup, there are some aspects that can be referred to...

Tang Qian, General Manager of the Marketing Department of Hisense China Marketing Headquarters: Although there may have been some team sponsorships before, the real big one started from the 2016 European Championship, and we don't know about 2016... Before we sponsored, we may not know what kind of cornerstone the same European Championship means that Hisense's long-term development will be, at that time, it was a bit of a sense of luck, Feng Tao has always helped us to be the guide of Hisense. After that European Championship, we never found that powerful,......... Partners will suddenly open their doors to you and say, I welcome you to come to our store to sell your products. In the process of globalization of Chinese enterprises... I suddenly feel like they don't have a sequence, and when you start sponsoring big sports events around the world, your suppliers, your partners are thinking about something... From that moment on, we have been given more opportunities and have begun to think more deeply about the future internationalization path. After 2016, the 2018 World Cup and Euro 2020, not only from the perspective of the brand. Because there are very few opportunities for us to think so seriously about what products Hisense wants to create to provide a better feeling for global consumers, from the brand end in 2016 to 2018, 2021... The biggest difference is that we think the depth of sports marketing is deepening, because at that time we have been thinking about fifa now, how we can provide richer content products to consumers around the world... Of course, there are also unfavorable factors, such as not being able to go to the scene to watch because of the epidemic, etc., but sometimes any drawbacks also have a good side, and everyone is more and more willing to enjoy the immersive experience at home... So the way marketing is presented is going to be a big change for us this year.

Liu Yuxi: At the end of the forum, please send a word or a sentence to 2022.

Zhang Jingluo: Unity.

Li Min: Continue to love, do this industry, sports is not a fast industry, we must have love, love for a while, we must always insist on it,...... Speaking of our confidence and ability to contribute to society... 46, encourage us to continue to work the sports track, strengthen confidence, and keep going.

Huang Ruigeng: Optimistic, sports is still a sunrise industry, no matter what the economy is, we can see that sports present to our country is a kind of hope, is how strong we are for teenagers, children, and the future of China, so even if we encounter great difficulties, we still have to look forward to the future optimistically.

Tang Qian: I use a sentence to insist on certainty in the midst of uncertainty, which is also what we have insisted on repeatedly this year, the more turbulent the more insistent, the more insistent on the love thing. ...... 47

Lu Hao: United, the sports industry should be cross-border under the current situation, including the common development of peers and complementary advantages.

Feng Tao: The entertainment industry has fallen, and the brands that originally spent money on the entertainment industry had to find an exit, and sports was the exit.