Text: Koghoku fee
Last night, the Chinese women's football team successfully lifted the Asian Cup again since 2006 with a stunning reversal in the final of the Asian Cup in India. Soon after, the women's football girls received their first congratulatory gift after winning the championship - Mengniu Group announced last night that it would give the Chinese women's football team a cash reward of 10 million yuan and pay tribute to their "born to be strong" spirit of struggle. The Chinese women's football team also expressed its gratitude for Mengniu's generous reward through the official Weibo for the first time.
As the topic of women's football winning the championship continues to heat up and ferment, the topic of "Mengniu's first reward for Chinese women's football to win the championship" has also once rushed to the first place in Weibo's hot search.
Be strongly reversed
Looking back at the journey of the Chinese women's football team to win the Asian Cup, it is not a smooth road, fortunately, the girls can always inspire tenacious fighting spirit under the pressure of the score backwardness, turn the tide and win back the score, and finally successfully stage a kill.
And this is just a short microcosm of the strong Chinese women's football team out of the long dormant period: only after fighting hard towards the dream can it stage a shocking reversal. The road for Chinese women's football to return to the peak also perfectly interprets the true connotation of Mengniu's brand spirit of "I am not born strong, but I am born to be strong".
It is not difficult to find that Mengniu, as the official partner of women's football, does not only appear in the highlight moment of winning the championship, but accompanies the women's football team and even the Chinese football movement on the road to fight hard.
As the official partner of the Chinese Football Association China Team, Mengniu has comprehensively helped the cause of Chinese football for many years. As early as 2006, Sun Wen, the veteran captain of the Chinese women's football team, served as mengniu's milk delivery love ambassador, and sent a message: "I hope that Chinese children can drink more milk, grow up healthily, and complete the football dream of Chinese!" ”
In 2018, as the global official sponsor of the World Cup in Russia, Mengniu not only promoted the Chinese brand around the world, but also launched the "Kickball!" In the "Youth Strong" public welfare activity, Mengniu selected 88 young players across the country and led them to the World Cup arena, sowing the seeds of dreams for the future of Chinese football.
Looking ahead, Mengniu said it would continue to support Chinese football in the future. On October 25 last year, Mengniu Group officially became the global official sponsor of the 2022 FIFA Qatar World Cup. This is also the second time mengniu has joined hands with FIFA after becoming the first dairy sponsor in the history of the World Cup in 2018.
Sports IP "Grand Slam"
In fact, Mengniu's support for Chinese football is only one aspect of the company's transmission of the "born to be strong" brand spirit, and it is also one of the links of Mengniu's gathering sports IP marketing "Grand Slam".
It is understood that at present, Mengniu has carried out extensive and in-depth cooperation with dozens of domestic football, basketball, athletics, swimming, cycling, fencing and other dozens of projects, covering different sports events, and can be said to have become the first large-scale FMCG enterprise in China to achieve sports IP marketing "Grand Slam". With the strategic goal of building the sports industry into a pillar industry of the national economy in recent years, all kinds of sports projects will accelerate the popularization and promotion, and sports marketing is also expected to play a more efficient role.
It is worth noting that mengniu in the layout of sports marketing ideas, more emphasis on the tap of potential players with "born to be strong" quality, accompanied by each other to grow, but also can better interpret the company's brand spirit.
An example is that as early as 2019, Mengniu signed Chinese freestyle skier Gu Ailing as the spokesperson of the parent brand, becoming one of the earliest enterprises in China to invite Gu Ailing as a brand spokesperson. Although Gu Ailing's popularity in China at that time was far less high than it is now, Mengniu saw that she had the spiritual traits of "being born strong" such as challenging herself and breaking through herself.
Lu Minfang, president of Mengniu Group, has previously said that there is a strong correlation between milk and sports, which can bring health and happiness to people. In Mengniu's view, sponsoring important sports events is not only to further enhance its influence, but also to convey the brand proposition of health, quality and nutrition to the public, pass on the concept of "drink more milk and exercise more", and participate in promoting and leading China's food industry, especially China's dairy industry, to the world.