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Tech 2024-08-02 11:22:08 Source: Network

Here is the English translation of the provided text: Chinese Brands Ride the Wave of Globalization: Sports Marketing Opens Up New Global Landscape2024 has been a year of flourishing sports events. The intense competition of the European Championship, the upcoming Olympic Games, and the captivating performances of professional leagues like the NBA, Premier League, and Champions League have offered a visual feast for sports fans worldwide

Chinese Brands Ride the Wave of Globalization: Sports Marketing Opens Up New Global Landscape

2024 has been a year of flourishing sports events. The intense competition of the European Championship, the upcoming Olympic Games, and the captivating performances of professional leagues like the NBA, Premier League, and Champions League have offered a visual feast for sports fans worldwide. Behind this sporting spectacle, a brand war is silently unfolding. Chinese companies, with their strong capabilities and keen insights, are actively deploying themselves in overseas markets, leveraging the momentum of sports marketing to navigate the new frontiers of globalization.

Sports Marketing: The "Accelerator" for Chinese Companies Going Global

Sports events have always been "accelerators" for brand growth. Global brands like Coca-Cola, Sony, and Samsung have all achieved brand ascension and exponential corporate growth through continuous partnerships with world-class sporting events. Today, Chinese companies are actively learning and adopting this strategy, making sports marketing a crucial component of their global expansion strategy.

Take the European Championship in Germany as an example. Among the 13 top sponsors, five Chinese companies stand out Hisense, Alipay, AliExpress, vivo, and BYD setting a historical record. This phenomenon is not coincidental; it's a concentrated reflection of the new stories, paths, and trends emerging from Chinese manufacturing venturing into the international market. Leveraging the European Championship as a "chicken" to lay overseas "eggs," securing sponsorship slots in top sporting events is a significant strategy for Chinese companies to promote their globalization efforts. Sponsoring international sporting events essentially serves as a platform to enhance brand awareness abroad, thereby unlocking overseas growth potential.

From "China's Number One" to "More Than Just Hisense": The Evolution of Brand Influence

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In 2016, Hisense first became the Chinese sponsor of the European Championship. Its tagline, "Hisense TV, China's Number One," quickly became a focal point. Following this, tech companies from the internet and manufacturing sectors, including Alipay, TikTok, and vivo, joined the sponsorship ranks. Fast forward to 2024; Alipay, AliExpress, BYD, vivo, and Hisense are once again present at the European Championship, solidifying "Chinese manufacturing" as the leading force in brand globalization.

Consumer trust in brands, meeting diverse consumer needs, and innovative technologies are increasingly becoming core values for Chinese global brands. As a foundation for this, cross-border e-commerce has surged. Before the European Championship, Ant Group's Alipay+ launched a series of discount campaigns and convenient tax refund initiatives in Europe. During the games, fans witnessed three of Ant Group's overseas brands Alipay+, WorldFirst, and Antom prominently displayed on LED screens. Aiming to provide a seamless payment experience, Alipay+ integrated electronic wallets and banking apps from 30 payment partners, allowing users to scan and pay directly using their native payment applications without downloading new apps.

As the European Championship sponsor for three consecutive editions, Hisense has continuously accelerated its global journey over the past eight years through sponsorship of world-class sporting events. From 2016 to 2023, Hisense's overseas brand recognition rose from 37% to 54%, consistently ranking among the top 10 Chinese global brands for seven consecutive years. Behind this success lies Hisense's unwavering commitment to technological strength and product excellence.

As the official display technology partner for VAR (Video Assistant Referee) during the 2024 European Championship, Hisense provided display technology support for the VAR control room in Leipzig. This marks the first time UEFA has granted exclusive VAR display rights. Hisense's advanced ULED X technology, a fusion of innovative intelligent scene control algorithms, "Xinchip" image processing technology, high-efficiency optical systems, and ultra-low reflection wide viewing angle screen display technology, creates an immersive audio-visual experience that adapts seamlessly to diverse environments and scenarios.

This year, Hisense TV introduced its new ULED X all-scenario AI computing picture quality platform, achieving a full-chain AI upgrade encompassing perception, chip, light, and screen, propelling the industry into the era of all-scenario AI computing picture quality. Hisense's tagline has undergone several transformations, evolving from "China's Number One" to "World's Second," then "More Than Just World's Second," and finally to the current "Hisense, More Than Just Hisense." This evolution reflects the leap in Hisense's technology and market position. According to Omdia, a leading market research firm, Samsung held the top spot in global TV shipments in 2022, while Hisense climbed to second place. In 2023, Hisense TV retained the global second position, with a year-on-year growth of 6.4%. In the first quarter of 2024, Hisense TV continued to hold the global second spot, narrowing the gap with the leader. Hisense believes that technological innovation is the key to market victory. Hisense is a company with a comprehensive layout across three complementary technologies: high-end LCD, laser, and LED. It's also one of the early adopters of virtual reality and chip technologies. Diverse display technologies and vertical industry chain capabilities lay the foundation for developing multi-scenario products, addressing diverse needs, and competing in the incremental market, equipping Hisense with the strength to compete head-on with the world's leading players.

Beyond its high-end home appliance industry, Hisense has actively expanded its presence in B2B fields like precision medicine, intelligent transportation, smart cities, optical communication, and automotive electronics in recent years, achieving rapid growth through industry upgrades.

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Industry Chain Ecosystem Combined with Technological Innovation: New Advantages for Chinese Brands Going Global

Sponsorship in major sporting events is generally exclusive, making it challenging for newcomers to displace existing companies. In this context, the achievement of Chinese brands securing top sponsorship positions through the combination of industry chain ecosystem advantages and innovative technology is even more remarkable.

BYD capitalized on UEFA's "Green European Championship" vision, promoting its "World Champion of New Energy Vehicles" tagline, showcasing its electric and intelligent technology on the European Championship stage. This was the first time the European Championship partnered with a new energy vehicle brand and the first time it collaborated with a Chinese automotive brand. This successful case demonstrates the powerful capabilities of Chinese enterprises in technological innovation and industry chain deployment.

Globalization and Localization in Parallel: The "Dual-Engine" Strategy for Chinese Companies Going Global

To stand out in the tide of globalization, brand differentiation, high-quality experiences, and localized penetration are crucial considerations for companies. Globalized companies must adhere to high levels of compliance in various markets while simultaneously deepening and integrating into the local context, serving local consumers effectively and continuously creating value in their respective regions.

AliExpress has made significant strides in this regard. After becoming the first e-commerce sponsor of the 2024 European Championship, AliExpress provided global consumers with discounted product offers, interactive game experiences, and more during the event. Fifteen days before the opening, AliExpress partnered with Cainiao to launch a "European Championship Special Line," establishing an integrated European warehouse in Dongguan, Guangdong, specifically for cross-border goods destined for Europe, simplifying shipping processes, and accelerating "Global 5-Day Delivery."

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Beyond establishing dedicated business lines, setting up overseas factories for localized production further showcases the cluster effect of the industry chain. BYD's overseas operations are also deepening. In terms of sales systems, BYD mainly adopts a financial support model for local distributors, encouraging them to expand their store presence, significantly accelerating the development of localized sales networks. In terms of production and supply chains, BYD is accelerating the transition from full-vehicle exports to localized production, simultaneously increasing investment in the development of charging network coverage overseas.

In contrast, home appliance companies that embarked on their global journeys 20 years ago are more subdued. Their "voyages" have been more arduous and complex, with a greater initial gap compared to international competitors. Their accumulated experience in navigating the "globalization test" is truly noteworthy. For manufacturing companies, transitioning from export-oriented strategies to deep integration and localization is crucial for greater proximity to local markets, connecting more industry chain links, and building more efficient supply chains.

Today, Hisense has 34 industrial parks and production bases, 26 research and development institutions, and 64 overseas companies and offices worldwide, practicing the "local for local" development philosophythrough Hisense's global operations, not only are excellent products and services delivered to the world, but by establishing overseas production bases, research centers, and sales organizations, Hisense continuously provides employment opportunities locally, contributing to the economic and social development of those regions.

Chinese companies will place greater emphasis on localization and regionalization strategies. Understanding the cultural, legal, consumer habits, and competitive landscapes of target markets, and implementing customized market strategies and product positioning will be crucial for companies in their next stage of globalization. These factors will determine whether they can become long-term globalized enterprises overseas. Hou Lu, General Manager of Hisense Germany, shares that Hisense Germany's sales have experienced rapid growth over the past three years, surpassing 300 million last year, representing a year-on-year increase of 35%. According to GfK data, in June of this year, Hisense TV's market share in Germany reached 15.2%, a year-on-year

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