“ 成千上万的球迷一起高喊“防守”。助威声,震耳欲聋!彷佛快要把五棵松篮球馆的屋顶掀翻!随着一声哨响,易建联领军的中国男篮以70:55立克非洲雄狮科特迪瓦,赢得开门红! ”
2019篮球世界杯正在如火如荼的展开。而北京只是2019FIBA篮球世界杯的一站,同时其他大大小小的篮球盛宴在上海、深圳、广州、东莞、佛山、南京、武汉次第上演。
这也正式宣布世界篮球进入“中国时间”!
不管你是篮球铁杆还是篮球小白,此时此刻的中华神州大地正在展开的篮球盛宴正在牵动着全球数十亿观众的心。
一方面,篮球正在成为全球第一大运动的道路上展现勇猛势头,美职篮主席亚当·萧华自信地表示:“我相信篮球可以成为世界第一大运动。尤其是看到篮球迷增长的轨迹,事实上,年轻人,男孩和女孩都继续爱着这项运动,玩着这项运动,在社交媒体或者网络游戏上做着与这项运动相关的事情。我不知道我们的发展上限在哪里。”
另一方面,篮球国家队为国出征,正在牵动所有参赛的七大洲、32个国家的国民之心。
2019在中国举办的篮球世界杯是我国重要历史交汇期的标志性体育事件,办好本届赛事是加快推进体育强国建设的必然要求。
同时,我们也欣喜的看到,无数全球知名的中国领军品牌正在加入并支持这场篮球盛宴之中。
一起看几个镜头:
1)在中国男篮首战面对非洲劲敌科特迪瓦的挑战,以70:55大比分拿下比赛,取得首胜。赛后,郭艾伦被篮球世界杯赛事组委会评选为“TCL全场最佳球员”,并由TCL实业控股股份有限公司副总裁、TCL智能终端业务群中国营销本部总经理王轶携手TCL全球品牌代言人马天宇共同为其颁奖。
2)作为桥梁的TCL,以此举措推动着进入中国时间的篮球世界杯可以获得更广泛的关注,同时为中国男篮送上最诚挚的祝福,把助威声从线上带到线下。中国队首胜对于TCL来说,是坚守篮球梦十年后迎来的高光时刻。赛后,TCL创始人、董事长李东生与TCL实业控股股份有限公司CEO王成第一时间发博庆祝,开启本届篮球世界杯“最给力”促销应援助威:中国队赢一场,TCL减一折!。希望可以借此让更多中国消费者感受到这个中国篮球的重要时刻,与TCL一起为中国队加油,共享狂欢!
翻开TCL体育赛事赞助的历史。实际上,TCL早已经是中国篮球的老战友!
此役能够携手中国男篮闪耀篮球世界杯,得益于其十年来对篮球营销不断的深耕细作。中国现在拥有6.25亿之多的篮球受众,而早在2009年TCL便远见性的签约中国男篮与CBA联赛,卡位国内的两大篮球核心IP。之后在全球范围持续发力,TCL先后与NBA森林狼队、字母哥、菲律宾男子篮球职业联赛、易建联杯三人篮球赛等篮球机构和球星建立合作关系,在全球不同区域通过篮球营销实现细分市场的精准占位。2019年, TCL更是凭借在全球篮球营销的深厚底蕴,借势篮球世界杯全球合作伙伴,攻占篮球营销至高点,完成篮球营销大满贯。
在篮球世界杯、美洲杯等全球营销举措推动下,同时依托“中国本土化+品牌全球化”双战略完美叠加,TCL提高了品牌在全球不同区域的知名度和影响力。2019年上半年,TCL实业控股股份有限公司实现营业收入403.1亿元,同比增长9.8%,其中,彩电出货量以市场占有率14.3%保持全球第二。
而另一方面,随着TCL智慧科技转型的提速发展,以及以AI×IoT”为核心的“4T”场景化产品矩阵,进一步深化从全球家电第一阵营向全球智能科技领先公司的转型。覆盖彩电、空调、冰箱、洗衣机、安防、健康、数码等全场景智能终端正在进一步丰富用户日常生活场景。
实际上,作为全球运营的品牌,TCL正在通过2019FIBA篮球世界杯加深与全球用户的连接!
1) 服务全球消费者层面。
早在今年的3月,TCL智能终端业务群CEO王成就曾表示,TCL致力于为全球用户提供极致体验的产品和服务,全球累计服务用户已经突破9.6亿。在双轮驱动战略基础上,基于时代洞察,TCL将坚定不移地为用户提供智慧健康生活相关的产品与服务,成为全球领先的智能科技公司,全面进入AI×Iot赛道。
2) 整合全球供应链层面。
经历在全球市场与顶级跨国企业同场竞技,TCL已经拥有比肩一线科技企业的技术研发和产业链整合能力,在全球拥有22个制造基地,业务遍及全球160多个国家和地区。TCL始终以消费者为中心,提供优质的产品和服务,产品从全屋家电到个人生态产品,再到泛智能设备,以及延续到T-LODGE和T-Park等智慧解决方案,正在逐步涵盖消费者生活的方方面面,形成TCL强大的智能终端业务群。而与2019FIBA篮球世界杯的合作,将有助于提升TCL在全球供应链的影响力,并提振士气!
同时,沉浸式营销:体育与娱乐的IP融合正在成为趋势。
文体一家亲!中国队首场比赛的场边,我们看到了很多熟悉的身影。CBA传奇名宿马布里、NBA首帅乌布雷、当红艺人李易峰、中赫国安中场大将张稀哲。体育和娱乐的结合,让高端篮球赛事,抢占顶级娱乐、时尚版头条。因为二者联合可以看作是观赏经济的不同表现形式,二者应该联手俘获了绝大多数的年轻受众,这其中也必定覆盖有二者共同的粉丝群体。
而对于体育赛事赞助的老将单纯的品牌曝光并不足以满足品牌和观众的胃口,需要更多沉浸式的营销才会显得丰满而且影响时间更长。
任何营销行为最终都要落脚于消费,相比较之下,娱乐消费更注重于线下,而体育消费的形式更为多样,线上的比重会大一些,但是线下依然是核心。回归线下,辅以互联网的传播效应,才能全面带动体育消费。
TCL的几大教科书似的操作,同样值得其他品牌学习借鉴:
1)当晚,TCL全球品牌代言人马天宇不仅来到篮球世界杯赛场为中国男篮打call,当天下午还身着中国男篮专属应援T恤,呼吁粉丝和球迷一起支持中国男篮。作为桥梁的TCL,以此举措推动着进入中国时间的篮球世界杯可以获得更广泛的关注,同时为中国男篮送上最诚挚的祝福。颁奖仪式上,拥有数千万年轻粉丝的马天宇亲自为荣膺本场“全场最佳球员”的郭艾伦颁发上将杯,引发现场粉丝一同呐喊。与此同时,现场LED、大屏幕和地贴广告的“TCL红”烘托起闪亮的“中国红”,与助威交相辉映,现场气氛被再次推向高潮。
2)TCL助威的身影不仅闪耀场内,早在开赛前,TCL国风创意应援广告就率先登陆北京、上海等国内百余城市。广告以霸屏之势占据城市人流量黄金地段,同期线上全球发布,TCL以此开启了为中国队助威的序幕,期望与粉丝们合力,一同把助威的声浪从场外带到场内,线上带到线下,让“中国篮不住”!TCL发起“中国队赢一场,TCL减一折”促销应援活动。
3)2019年,为了让用户和篮球球迷感受到智慧科技的“中国力量”,TCL推出了篮球世界杯定制款系列产品,涵盖电视、洗衣机、冰箱、空调等品类,同时在中国八大赛场搭建智慧科技生活场景,将篮球世界杯打造成“智慧科技体验馆”。TCL借此打通了体育赛事IP与大众消费场景的全新链接。
品牌方无论采取哪一种营销手段,都要坚持确保可持续性和契合性。在具体的体育营销落地活动中,品牌方还要处理好与粉丝之间的关系,洞察粉丝的喜好,关注粉丝的情绪变化。只有这样,才能让品牌价值深入到粉丝的内心深处,为将来消费者转化和提升忠诚度打下坚实基础。
2019年国际篮联篮球世界杯吉祥物取名“梦之子”。源于“中国梦”的概念,以传递国家强盛、人民幸福、世界和谐共生的现代中国精神。
在这个语境下,世界篮球、中国篮球、TCL、每个追求美好生活的普通人民,都是这个时代最可爱的“梦之子”!
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