On June 28, the Beijing Winter Olympics Organizing Committee announced that Hangzhou Nobel Ceramics Co., Ltd. (hereinafter referred to as "Nobel") and Guangdong Dongpeng Holding Co., Ltd. (hereinafter referred to as "Dongpeng") have recently cooperated with Beijing The Winter Olympics Organizing Committee signed a contract to jointly become the official ceramic tile supplier of the Beijing 2022 Winter Olympics and Winter Paralympics.
This news has aroused strong attention and heated discussion in the industry.
01
The two leading ceramic construction companies in the industry join hands with the Winter Olympics
On March 8, the Beijing Winter Olympics Organizing Committee issued the "Recruitment Announcement for Official Tile Suppliers of the Beijing 2022 Winter Olympics and Paralympic Winter Games", which publicly solicited official ceramic tile suppliers based on the actual needs of the preparations for the Beijing Winter Olympics and Paralympic Winter Games. Ceramic tile suppliers (the solicitation conditions are as shown below).
The announcement shows that the Beijing Winter Olympics Organizing Committee will carry out follow-up solicitation work in strict accordance with regulations based on the submission of letters of interest from companies.
After more than three months of solicitation and assessment by the Beijing Winter Olympics Organizing Committee, the brand strength of Dongpeng and Nobel, two leading ceramic tile companies, has been recognized and they have become official ceramic tile suppliers.
The Beijing 2022 Winter Olympics and Winter Paralympics are major landmark events at important historical junctures in our country, and are also the most influential international sports events. Participating in the development of the Winter Olympics market and assisting in the preparations for the Winter Olympics is not only an honorable responsibility for enterprises to serve the overall development of the country, but also a valuable opportunity for enterprises to accelerate brand building and enhance competitive advantages.
It is understood that the official supplier belongs to the fourth level of the Beijing 2022 Winter Olympics and Winter Paralympics sponsorship level. Sponsoring companies can be authorized to use the Beijing 2022 Winter Olympics and Winter Paralympics, the Chinese Olympic Committee Conduct marketing with the logos and related intellectual property rights of the Chinese Olympic Sports Delegation, the Chinese Paralympic Committee and the Chinese Paralympic Sports Delegation and enjoy related rights and interests in reception services.
This means that, as the official ceramic tile suppliers of the Beijing 2022 Winter Olympics and Winter Paralympics, Dongpeng and Nobel will fully enjoy the extensive benefits brought by the Olympic brand during the agreement period, and use the Winter Olympics platform to develop all-round The marketing actions sent a powerful blow to sports marketing.
02
Sports marketing revitalizes brands
In recent years, sports marketing has often appeared in Jiantaoindustry.
In addition to the just-announced Dongpeng and Nobel, in 2021, Mei Ceramic Tiles officially became the official tile supplier of the Chinese National Women's Volleyball Team, and has been the official tile supplier of the Chinese Women's Volleyball Team for ten consecutive years since the first signing in 2012; 2020 On October 14, 2020, Mona Lisa Group officially signed a contract to become the official exclusive supplier of architectural ceramics for the 19th Asian Games in Hangzhou in 2022; in September 2020, Asia Ceramics sponsored the PP sports ceramic tile industry as the sole partner of the AFC Champions League broadcast Broadcast the 2020 AFC Champions League (Asia’s highest-level football club competition)...
Collaborating with athletes is also part of Jiantao's brand sports marketing. On April 18, Guanxingwang Ceramics signed the women's volleyball world champion and well-known writer Zhao Ruirui as the brand spokesperson, strongly building the brand to new heights; in May 2020, badminton Grand Slam champion Lin Dan became the Nobel "Family Experience Officer" and appeared in Nobel 828 Super Brand Day Event...
Why has sports marketing frequently appeared in the ceramics industry in recent years?
First of all, as market competition intensifies, ceramic brands are paying more and more attention to building brand influence and are willing to invest in brand marketing. Secondly, as young people gradually become the main force of consumption, the marketing model of Jiantao brand has changed accordingly, from selling a single product to experiencing lifestyle. Sports marketing is for enterprises to create and promote leading life concepts to consumers. It is a good marketing method to have a subtle influence and then guide them to pay attention to related products. Therefore, sports marketing is gradually favored by construction and ceramics companies.
In the construction ceramics industry, Marco Polo ceramic tiles can be said to be one of the models with remarkable sports marketing effects and high reputation. As early as 2007, Marco Polo promptly captured the business opportunities in sports events and decisively entered the game, successfully naming the Dongguan Men's Basketball Team (it moved to Shenzhen in 2015) through the mutual allocation of resources. Starting from the 2007-2008 season, the team has competed in the CBA under the name "Marco Polo" for twelve consecutive seasons, making Marco Polo the first domestic ceramics company to join hands with a CBA club. Nowadays, when talking about the Shenzhen Men’s Basketball Team, most basketball fans will immediately think of its long-term sponsor Marco Polo. Through such sports marketing, Marco Polo has successfully increased brand awareness and made the product more effective in the marketing process.
In addition, last year, Asia Asia launched a series of sports marketing around the theme of "AFC Champions League" by sponsoring the broadcast of the 2020 Asian Champions League, allowing the brand to achieve a cross-circle communication, quickly pushing the brand to the public, and creating a future The naming of regular events has turned into an innovative marketing case that is full of laughter, excitement, excitement and selling points.
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Sponsoring popular programs ushered in a new marketing upgrade
In an era where content is king, the marketing method of sponsoring popular programs has also begun to attract the attention of architectural brands.
Limited by the category attributes of low frequency and high price, the architectural ceramics brand is destined to have low attention. To achieve marketing breakthroughs, gain higher attention, thereby increasing brand awareness and influence, and completing the transformation from an industry brand to a consumer brand, architectural ceramics brands must boldly step out of the industry. Currently, content marketing through sponsorship of variety shows has become an innovative way to break through in the FMCG industry. In this context, architectural ceramics brands have also begun to “test the waters.”
In May this year, Dongpeng cooperated with Tencent Video's S-level variety show "Fifty Kilometers Taohuawu" as an industry sponsor brand, using top IP potential to reach young consumer groups, and launched online and offline multi-scenario combinations to serve 618 terminals Promotions drive traffic strongly.
In the program, Dongpeng skillfully integrates its products into the living spaces of celebrities and penetrates into daily life scenes. Through the interaction of guests and the life experience of celebrities, the fashionable lifestyle is presented to the audience in vivid and concrete pictures. Users, combined with celebrity fancy interactions, celebrity oral broadcasts, product element exposure, core hard advertising resources, etc., make full use of IP resources to increase user memory points and topic popularity.
In addition to Dongpeng, other architectural ceramics brands that carry out similar content marketing sponsorships include Weimei L&D Luxury Stone Slabs and Marco Polo.
In June this year, Aimei L&D luxury stone slabs became the sponsor of "Renew Your Home Quickly" as the designated product of the program. "Extreme Home Renewal" is a lightweight and fast home decoration program that updates the traditional decoration concept of old houses in a shorter period of time to achieve quick and casual house renovations. As designated products for the program, Aimei L&D's ceramic tiles and slate products will be appropriately used by designers in home decoration.
In 2020, Marco Polo joined hands with the fourth season of CCTV's "Secret Makeover" and joined forces with 10 top designers to renovate the old residence of the role model, challenging the 14-day limit construction period to achieve a new look. In the program, Marco Polo used good bricks and sincere services to send warmth to the selfless civilian heroes, conveyed the brand connotation of "Building a Home for Love" to the audience, and accurately reached the target users.
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In the past two years, ceramic brands have gradually accelerated the pace of marketing to break through the circle. It can be predicted that in the future market competition, whoever can break through the shackles of "industry brand", transform from "industry cognitive brand" to "consumer cognitive brand", and truly reach the consumer side, will be able to reshuffle the industry. remain invincible in the situation.
Of course, in addition to sports marketing and variety show content marketing, the "Top Ten Brands of Building and Sanitary Ceramics" known as the "Hundred Flowers Award in the Ceramics Industry" is also a tool that helps building ceramics brands transform from "industry recognized brands" to "consumers" "Cognitive brand" is a good fulcrum for transformation and advancement. More and more consumers regard it as an important basis for measuring brand value when purchasing ceramic tiles. Next, the 2021 "Top Ten Brands of Building and Sanitary Ceramics List" will be released, so stay tuned!
(Author: Sitao)
