How Does The "TOP" Sponsor, Ali Brand, Take The Step Of Globalization?

Rival Tencent's ambitions and battle layout.

When the outside world speculated on the next stage of the formation of retail businesses, Ma Yun, chairman of Alibaba's board of directors, took a lap in the Hangzhou Xixi park.

He looked at it.

And Olympic joint logo stone tablet, said: again set up a logo.

Cooperation has just lasted a year.

With the coming of the 2018 Winter Olympic Games in Pingchang, the Alibaba yesterday launched the three Olympic Games with the theme of "believing in small greatness" for the whole world yesterday (February 1st).

Trailer.

This group of English films is the first group of Olympic brand publicity films launched by Ali to the world. It is also the first shot of the Alibaba group to launch a global brand campaign through the Olympic Games.

According to the world clothing shoes and hats net, during this time, Ma Yun was not idle.

Ali is in the "sports economy" intensive layout, and the pen is not small.

"A little nervous, but I liked this person for 15 minutes after talking.

We have a common vision to make the Olympics more interesting. "

Ma Yun recalled his first meeting with President Bach of the International Olympic Games in January last year.

That month, International Olympic Committee and Alibaba announced the deadline for reaching long-term cooperation in 2028.

Alibaba will join the sponsorship program of The OlympicPartner (TOP) to become the official partner of cloud services and e-commerce platform services, and the founding partner of Olympic Channel.

"We have to deliver!" after the press conference, Ma Yun told Ali group CMO Dong Benhong, Ali must do this job well.

This magazine learned that Ma Yun also made a special explanation that the Olympic team should make a special business card separately.

Since it is a commercial activity, it is unavoidable to calculate an account.

Is it a cost-effective business to become an Olympic "TOP" sponsor? In fact, this problem has left many international brands entangled.

"TOP" sponsors are International Olympic Committee's highest level cooperation in the world, providing capital, products, services, technology and human resources support to the Olympic movement.

There are about 10 places per phase, and each category of products and services can only have one partner worldwide.

Before the signing of Alibaba, there were 12 TOP sponsors in the Olympic Games, such as Coca-Cola, VISA and Ge, Japan's TOYOTA and Panasonic, and SamSung of Korea.

In the current 12 TOP sponsors, Alibaba group, which has been established for less than 20 years, is a completely new face, and Ali is the winner after beating the US e-commerce giant Amazon.

Last year, McDonald's, one of International Olympic Committee's most loyal partners, announced that it had withdrawn from the TOP sponsorship plan ahead of schedule and terminated the sponsorship agreement which should have lasted until 2020 three years ahead of schedule.

In January 2017, Alibaba joined the sponsorship program of the Olympic global partnership (TOP) and became the official partner of "cloud services" and "e-commerce platform services".

Previously, McDonald's signed the Olympic cycle of 2016-2020, and the sponsorship price paid to International Olympic Committee was about 1 $100 billion.

Many people are very puzzled about this. McDonald's has always been a very important sponsor of the Olympic Games, but at the beginning of the Olympic cycle, it would rather throw away one hundred million yuan, and also cancel it.

According to the world clothing and shoe net, ten years ago, Lenovo, the TOP sponsor of the first Olympic Games in China, withdrew from sponsorship only once.

The rapid withdrawal of Lenovo has also led to discussions in the industry. Its IBM has been sponsoring the Olympic Games since 1960, and Samsung has been sponsoring the Olympic Games for a long time since 1988.

Lenovo insiders once said, "it was mainly a foreign CEO who considered the business performance and felt that the cost of Olympic sponsorship was too high."

Some analysts also pointed out that Lenovo Group is mainly unable to bear the huge cost of TOP Olympic sponsorship. Lenovo's marketing strategy in 2009 has been losing much of the marketing of global sporting events after its strategic adjustment.

By contrast, Ali's sponsorship fee is estimated to be no less than $800 million.

"The number I heard is more than that."

Alibaba insiders told this reporter.

Is it worth paying so much? Ma Yun is very confident about this.

From 2018 to 2022, from Pingchang, Korea to Tokyo, Japan, and then to Beijing and Zhangjiakou, the competition was "East Asian time", which is the natural advantage of time for Oriental brands.

As an electric company, Ali seems to be closer to the audience's wallet than other sponsors.

Last September, when Dong Benhong and the Olympic Committee held talks on TOP cooperation, they opened the live broadcast of Tmall and told the senior members of the Olympic Committee, "there are still thousands of live broadcast at the same time in the middle of China. At the same time, young people in China are looking at the live broadcast and ordering products."

Look at the game, like the shoes of the athletes, the mouse can order a little bit, is it cool? For Ali, this is not only cool, but also very profitable.

Recently, Ali's news can also be seen that Ali is in intensive layout.

Tmall data show that with the advent of the Olympic year, China's national fitness has increased rapidly.

In the past three months, ice sports have been on the offensive. The growth rate of ice skates and skiing equipment is nearly 200%, and the small classes including rock climbing, surfing, equestrian, fencing and fishing have also increased significantly. The rowing machine with a price of up to 10000 yuan has become a hot selling product in Tmall 11.

In recent years, outdoor sports from indoor fitness to differentiation have been fully blooming. The evolution of consumer interest in sports goods shows a significant trend of consumption upgrading.

With the move, only a month ago, the official licensed merchandise store of the Beijing Winter Olympic Games, which was authorized by the Winter Olympic Organizing Committee of Beijing, was also launched on Tmall.

4 days ago in January 28th, ISPO, the world's largest outdoor sports exhibition, announced that Tmall would be settled in Tmall.

The former is the largest comprehensive exposition in the world sporting goods and sports fashion industry. "China's growing middle class is upgrading its consumption. We see the great potential of international sports brands in the Chinese market.

This is the reason why the sports brands that want to reach the new consumer market will seek to cooperate with ISPO.

KarlWehner, managing director of ISPO, said.

Ali's appeal is more than that.

According to the world clothing and shoe net, Ma Yun has said publicly: "the cooperation between Alibaba and International Olympic Committee is based on the common values of both sides and the common vision of connecting the world and enriching the public life.

We are proud to support the Olympic agenda 2020 through our innovation and technology to help the Olympic Games evolve towards the digital age.

Like many industries before the pformation of the Internet, there are many pain problems in the Olympic Games, and solving this problem is the advantage of technology companies.

Olympic organizers, participants and media, spectators, and the audience in front of the TV are all participants and attendees of the Olympic Games.

Simply speaking, for the organizers, it may be necessary to repeat construction every time. There are very few systems that can be reused. For the organizers, management and operation will take a lot of energy. For the audience, some venues are vacant or empty, but they do not know beforehand, which may cause some venues to be congested, and there are plenty of tickets for some venues.

In addition, there are problems of information asymmetry, such as security, pportation and so on.

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Dong Benhong said, such as organizers through data collection, online management, online operation, these can be used again in the future Olympic Games.

Spectators can intelligently customize their favorite matches, and guide them to the game through big data, using high German map.

There are often entertainment activities outside the competition venues, and audiences can learn and experience online.

In the past Olympic Games, the source of media information was not sufficient, especially in the Winter Olympic Games. Athletes wore helmets, reporters could not see the athletes' faces, increased the difficulty of reporting, and through technical means and media cloud support, it would be much easier to work.

In terms of security, Ali cloud can make use of face recognition to ensure the safety of the Olympic Games.

Dong Benhong told a lot of the possibility, "ability is cloudy, as a infrastructure, capacity output is good."

He said, "for Olympic Games, the most ideal match experience is an electronic ticket and a APP. If you want to see what matches, it can tell you where you have seats intelligently. Do you want to add 5 yuan into it?

I don't care about the 5, but I really care about it.

Ma Yun's idea is more "young man". "The screams in the stadium watching the competition belong to the audience in the stadium. Watching TV through the TV, you are always separated by a screen, through the Internet, you can always interact, the Olympic Games should be more interactive and more active, in order to attract more young viewers."

He envisaged: "now young people watch the game in mobile phones and clouds, how to combine the Internet with the Olympic PEAK, so that thousands of young people can participate in the games and let the Olympic Games have younger blood. This is what science and technology can do."

In addition, it is unquestionable that as a listed e-commerce company in the United States, Ali is not only satisfied with the Chinese market, but also wants to create its own influence in the world. In addition, compared with the TOP sponsor's time, Lenovo's 12 year identity period undoubtedly brought more room for innovation.

"Sponsoring the Olympic Games is an important strategy for the brand globalization of Ali, and let the whole world know more about Alibaba through the Olympic Games."

Dong Benhong told Chinese Entrepreneur Magazine.

To become a TOP sponsor is no doubt a symbol of strength and prestige.

Good operation will help enterprises establish an image in the world, enhance customer relationship, expand brand and product awareness, and lay the foundation for internationalization.

Some people in the industry pointed out that such a sports sponsorship model is healthy and long-term by buying IP, making use of IP and successfully drawing the distance from consumers to get better returns.

If OMEGA launched the slogan "record Olympic dream started in 1932", it is the best advertisement of this Olympic Games. It not only highlights the long history of OMEGA's official timing of the Olympic Games, but also highlights the brand's invariable commitment to all athletes.

Matsushita focused on the Paralympics and won a lot of tears and light from the eyeballs.

"We will also have a series of related publicity and activities."

Dong Benhong said.

The rule of the past sponsorship of the Olympic Games is that after becoming sponsors, enterprises often have to pay several times the sponsorship fee to promote the market in order to receive the expected publicity effect, which is a test of the enterprise's pocketbook.

Obviously, this is not a problem for Ali.

"The Olympic Games is a platform, Alibaba is also a platform."

Dong Benhong said, "we are very confident about the win-win outcome."

More interesting reports, please pay attention to the world clothing shoes and hats net.