Text / Hajime Soda
Editor / Guo Yang
European Cup,Hisense "upgraded"coming
The Euros have never been more exciting.
In the group stage, the 19-year-old and 114-day-old teenager of the Turkish team, Güller, scored a wonderful world wave, breaking the record set by Cristiano Ronaldo and becoming the youngest player to score on his European Cup debut; At the age of 16 years and 11 months, Spain striker Yamal provided an assist, becoming the youngest assister in the history of the European Championship; "Eros" Eriksen, who suffered a cardiac arrest three years ago, announced his rebirth with a goal......
These passionate and moving football stories make people remember for a long time.
At the same time, many fans and even professional commentators have noticed a detail, the use of VAR and the speed of checking this European Championship have been significantly improved compared to the past, which is different from the impression that the rhythm of the game was often interrupted for a long time.
And behind this,Since 2016As a sponsor of the European Cup,In this year, it has been upgraded to the official partner of the European CupVAR(Video Assistant Referee),The story of growing up with the European Cup,It is also worth paying attention to。
Although VAR has long been familiar to fans since it first appeared in the World Cup in 2018, the appearance of the sponsor Hisense's logo on the VAR display is still a novelty.
This is the first time in UEFA's history that exclusive rights to VAR display have been opened, and it also means that Chinese display technology has been recognized in the most demanding scenarios.
But opening up VAR rights for UEFA is not just something that can be solved by "money ability".
VAR technology is an important indicator of a fairer and more just football game, and brands that receive VAR benefits are naturally associated with labels such as trustworthiness, reliability, and accountability.
Since becoming a sponsor of the European Cup for the first time in 2016, Hisense has been a sponsor of the European Cup for three consecutive years. The trust and solid technical foundation accumulated through years of cooperation are important conditions for Hisense to upgrade its cooperation with UEFA.
Ma Ning, China's world-class referee, once said that any detail in the video replay screen may change the final decision, which has high requirements for picture imaging technology.
Hisense's self-developed ULED X technology through intelligent scene sensing algorithm、"Xinxin"Image processing technology、High light efficiency optical system and ultra-low reflection large field of view screen display technology,Realize the immersive audio-visual experience of adaptive user environment and scene。 This year,Hisense TV launched a new ULED XHall-scene computing image quality platform,Realized、Sense、Core、Light、Screen full-link upgrade,Leading the industry into the era of full-scene AI computing image quality。
The Wall Street Journal commented, "This builds on Hisense's commitment to technological advancement, highlighting its growing prominence on the world stage."
From "2nd in the world" to "more than 2nd in the world"
Hisense's growth and achievements are obvious to all.
According to the authoritative market research agency Omdia2022Global TV shipment data,Samsung ranks first,Hisense jumped to second,Chinese brands occupy 3 seats in TOP5,The pattern of the global color TV industry has been rewritten。
This is the first time since China's first domestic TV set in 1958 that a Chinese TV company has achieved the second highest annual shipment volume in the world.
As a result, Hisense also shouted the slogan "No. 2 in the world" at the 2022 Qatar World Cup. Two years have passed,Hisense continued to shout at the European Cup in Germany"In addition to the world's second","More than the world's second"The fence advertisement has also attracted attention。
Hisense"Sit two and look at one"The confidence comes from technical strength and market strength。
The data shows that in the first quarter of 2024, Hisense TV sales will continue to rank second in the world, and the distance from the first place will be further narrowed.
It is worth mentioning that,Germany, the host country of the European Cup,Hisense's performance interprets the slogan"More than that"。 As of May this year, Hisense TV's products above 500+ US dollars increased by 101% year-on-year; Hisense refrigerator products above 500+ US dollars increased by 91% year-on-year, and the annual cumulative sales of Hisense Germany increased by 52% year-on-year.
Especially laser TV and100Inch TV, the two ceiling-level product tracks in the field of display TV,Hisense has achieved the first place in Germany。
In fact,In the last 2-3 years,The global color TV market has fallen into a white-hot stock competition environment,Most of the industryTOP10Brands have also continued to grow negatively。 Hisense has been able to maintain 7 consecutive years of growth,It also reflects the resilience of Hisense TV in the global market。
In the future, the market will continue to face many challenges, including the pressure of technological upgrades, the uncertainty of market demand, and changes in the global trade environment. For Hisense,Continue to maintain technological leadership、Increase brand marketing efforts、Expand the international market,It will be the key to maintaining its competitive advantage。
But it is foreseeable that Hisense is bound to use this European Cup, and the new slogan of "more than second", to reach new heights.
Part of a global growth strategy
The Wall Street Journal article argues that Hisense is committed to sports marketing, which is not only a brand strategy, but also the foundation of its global growth strategy.
In 2006, Hisense formally established the internationalization strategy of "the majority of future development is overseas". However, at that time, how to make Chinese brands accept overseas consumers and channels was a difficult problem.
Sports marketing is an important accelerator to achieve brand influence and international development of enterprises,Since 2008, Hisense has tried to sponsor the Australian Open、F1Red Bull Racing、NASCAR Racing and other sports events,Use sports as a medium,Communicate with local consumers,Explore the help of localized event marketing for brand building。
Novak Djokovic at the Australian Open
Hisense people prefer to see the sponsorship of the Australian Open as a symbol, a clear signal. Zhu Dan, senior vice president of Hisense Group, once said: "Sponsoring the Australian Open is a very critical decision, and sponsoring the Australian Open during the financial crisis has given us great confidence, which means that independent brands are the group's unwavering strategy."
Under the witness of Hisense, Djokovic won the Grand Slam for the first time and started his legendary career, and then Hisense also sponsored the Australian Open for 7 consecutive years. Also from 2017 onwards,Hisense TV and Hisense refrigerator sales ranked first in the Australian market。 Nowadays, in Australia, there are 2.5 Hisense for every 10 refrigerators, and 2 Hisense for every 10 TVs.
In 2016, Hisense set its sights on the world's top football event - the European Cup. This is the first Chinese sponsorship in the 56-year history of the European Cup, and the first time that a Chinese company has become a global partner of an international sports event.
Since then, Hisense has successively sponsored the 2018 World Cup, 2020 European Cup, and 2022 World Cup. Hisense has formed a strong binding relationship with top football events,Deepened the brand association of fans and consumers in the football scene,Further deepened the brand image in the hearts of fans and consumers。
The data shows,By sponsoring the world's top sports events,Greatly accelerate the journey of Hisense's internationalization。 According to third-party research data, from 2016 to 2023, Hisense's brand awareness overseas has increased from 37% to 54%, and it has been rated as one of the top 10 global brands in China for 8 consecutive years.
Hisense uses sports as a medium,Embarked on a path of leveraging global brand influence through sports marketing,It not only solves the problem of explaining "Who am I" to customers and users in unfamiliar countries, but also wins many trusts with a long-term attitude, which greatly accelerates the globalization process of the brand.
At the same time,Hisense continues to carry out scientific and technological innovation、Industrial collaboration and product development,Build a localized supply chain and talent team,Take root in the local area and steadily promote the globalization strategy。
At present, Hisense has nearly 10,000 employees in Europe, with 5 major production bases in Slovenia, Serbia, the Czech Republic, France and Poland, and has established 6 R&D centers in Europe, through 27 sales units, selling Hisense products throughout Europe to meet the needs of European consumers. In the first quarter of 2024, Hisense TV and Hisense refrigerator ranked first in China in terms of sales volume share in the European market.
In today's global economic integration, Made in China is going to the world at an unprecedented speed and scale. The ecological advantages of China's industrial chain and innovative technology have become the new competitiveness of China's global brands.
With the deepening process of Hisense's globalization,Cooperation with UEFA and 2024Euro Cup in the new cycle,Give Hisense new energy and vitality in the journey of globalization。 I believe that the 2024 Euro Cup will be a new starting point, and Hisense, which is firmly committed to the concept of "more than second in the world", will embark on a broader stage.