With the sound of the starting gun from Yang Xiong, deputy secretary of the Shanghai Municipal Committee and mayor, Zhao Wen, deputy mayor of Shanghai, and Cui Dalin, vice chairman of the Chinese Olympic Committee and consultant of the Chinese Athletics Association, the participating troops took vigorous steps, starting from the beautiful Bund Riverside, passing by the Huangpu River, crossing many representative buildings and streets, and feeling the elegance and prosperity of the "Oriental Pearl" on the track 42.195 kilometers west of Huangpu River with their feet. Among the many participants, there were more than 1,.
This year is 2 years since it was launched. In May, Industrial Bank participated in the first Shanghai Half Marathon in 215 as an "official partner". This time, it participated in the preparation and service of the 215 Shanghai International Marathon in a brand-new capacity of "glory sponsor" and "the only designated cooperative bank". More than 3 volunteers from Industrial Bank participated in the whole process and fully supported the service event, which fully demonstrated its innovative cross-border marketing thinking in finance and sports, and once again made people feel comfortable in the preparation and service of the event.
Cross-border integration highlights the industrial elements
This past summer, with the cross-border cooperation in various fields, China's sports showed an unusually prosperous development scene, and the value of China's sports industry became increasingly prominent. Business leaders such as Ma Yun and Wang Jianlin invested in the sports industry one after another, and even seemingly unrelated financial institutions actively married sports events. Among them, the "marathon" held by large and small cities gave birth to "sports+finance".
after successfully sponsoring the first Shanghai Half Marathon, Industrial Bank signed a five-year strategic cooperation agreement with Shanghai Donghao Lansheng Event Management Co., Ltd., the organizer of Shanghai International Marathon, in early September, becoming the "glory sponsor" of Shanghai International Marathon, the "official partner" of Shanghai Half Marathon and the only designated cooperative bank for Shanghai Marathon in 215-219. It is understood that Industrial Bank is the financial enterprise that has sponsored the Shanghai International Marathon for the longest time. Before that, there was no commercial bank in China that was so closely related to the marathon. This hand in hand is not only because of the bank's recognition of the "marathon" spirit, but more importantly, the bank has keenly captured the business opportunities contained in the rise of the sports industry and the opportunity to shape the retail business brand from the marathon.
The positive attitude of Industrial Bank towards sports marketing can be seen from the establishment of the "Xingye Vibrant and Happy Running Group" immediately after signing the contract. Relying on the branches all over the country, Le Run Group recruits "Le Run" extensively, organizes activities in the form of clubs, and provides high-quality value-added services such as finance, sports and fitness for members of Le Run Group. The reporter was informed that there are nearly 1, "Industrial Bank" phalanx composed of members of the "Xingye Vibrant and Happy Running Group" among the contestants of this year's "getting on the horse". They are dressed in blue competition clothes, just like a blue ribbon, and become a beautiful landscape on the track.
Demonstration of phenomena strengthens confidence in cross-border cooperation
"Running" is undoubtedly one of the current sports hot words, and there are many sportsmen who frequently "bask" in the WeChat circle of friends. In this context, Industrial Bank, which is known for its keen market sense and flexible management style, has stepped on the idea again. The reporter learned from Industrial Bank that this time, the bank started all-round cooperation with Shangma, and the cooperation time span was as long as five years, and the coverage was extended to "all-horse" and "half-horse" projects, and all the major events that participated in the whole year of Shangma were so highly bonded that it was quite rare in the history of Shangma.
The reason for the firm cooperation between Industrial Bank and Shangma is very simple, mainly the general environment.
China sports is in a period of transition, and the sports industry has been neglected for a long time in the past, and it is more a kind of "small circle" professional play. However, with the promulgation of "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" in the State Council last October, the wind direction has changed. This opinion defines the sports industry as a green industry and a sunrise industry, and sets the goal of "the sports population in China will reach 5 million and the output value of the sports industry will reach 5 trillion by 225", which will promote the sports industry to become an important force in China's economic transformation and upgrading, and cause the concern and support of all sectors of society to continue to heat up. As the "marathon" of sports, it has become a new fashion for national fitness in recent years, representing positive progress and optimism.
Industrial Bank has a deeper understanding of the cooperation between "getting on the horse" while the iron is hot, providing full service guarantee for the event and providing professional retail banking services for the participants. "Finance is people-oriented", referring to the original intention of sponsoring "launching a horse", Chen Jinguang, vice president of Industrial Bank, said that since its establishment, the bank has been actively undertaking the social responsibility of corporate citizens, practicing the concept of sustainable development and the practice of "integrating righteousness with benefit" and is committed to meeting the public's financial and quality of life improvement needs. Because of the recognition of the marathon spirit of "never give up", the bank chose to carry out long-term strategic cooperation with "Shangma", hoping to transmit positive energy while promoting the spirit of hard work and enterprising, and make contributions to promoting the development of national sports and social welfare undertakings.
The reporter learned an important message from Chen Jinguang's interview: "Marathon" movement represents the positive progress, the pursuit of goals and the happiness of the process; The origin of financial services is to make people's lives better. They have similar connotations, and the people's enthusiasm for running stems from the pursuit of healthy and quality life. The bank hopes to promote the popularization of sports and the development of sports industry with the help of the platform of "getting on the horse", and inject vitality into its own retail banking brand and improve its brand influence.
Tang Guifa, vice president of Shanghai Donghao Lansheng Group, is also optimistic about the prospect of cooperation between Shangma and Industrial Bank. He said that long-term cooperation with Industrial Bank, which ranks among the top 5 companies in the world, the top 1 listed companies in the world and the top 5 banks in the world, will help to enhance the reputation and popularity of Shangma and enhance its comprehensive service ability for the majority of participants.
brand leader Nuggets sports industry outlet
In fact, as long as we trace back to the source, we can understand why finance can go hand in hand with the "marathon".
The Business Value Report of Sports Industry in China shows that among the "sports that people often participate in", running ranks among the best with a participation rate of 43%. The reason why it is popular is that "with the development of economy and the improvement of living standards, people no longer only pay attention to material needs, but the pursuit of health, leisure and high-quality life is becoming more and more obvious, and running is the most natural and acceptable exercise method for human beings." People with obvious sub-health status, especially the middle class, are the main admirers of running and regard it as a step towards a "healthy, leisure and high-quality" life. In fact, the pursuit of runners and the pursuit of financial target groups are highly similar. In the face of a better life, sports will never appear abrupt and inconsistent. Finance is a booster, tied to sports events. With the high attention and participation of sports events, it is a smart marketing strategy to develop people who are keen on sports as target customers and provide them with financial products and services by taking advantage of the situation.
Take Nike, which has sponsored "Shangma" for several years in a row, as an example. Huang Xiangyan, the communication director of its Greater China region, admits that the global sales of the company's running series products have maintained an annual growth rate of more than 3%, which far exceeds the two categories of football and basketball. Driven by "getting on the horse", they also held various jogging competitions, organized runners' clubs, and developed related intelligent software and hardware. It is reported that one of the road running apps now has tens of millions of registered users, and the brand driving effect is obvious.
Industrial Bank joined hands to "launch a horse", which undoubtedly took a fancy to its influence. At the scene, we saw that Industrial Bank set up 12 gas stations with different shapes along the track, and skillfully implanted the brand image of Industrial Bank's retail business into them. The staff in uniform clothes enthusiastically cheered for the contestants, shouting and cheering. In just one day's competition, from pre-competition preparation to schedule guarantee, and then to the implantation of retail products, the bank will convey to the outside world a more grounded and people-friendly brand image of retail banks, which will reach a new height in terms of media exposure and public awareness. If we count the previous market cultivation and join hands for five years, Industrial Bank will undoubtedly benefit a lot from it.
according to authoritative data, at present, the sports industry in China is about 1 trillion yuan, and it will reach 5 trillion yuan in 1 years, and there is still room for growth of about 4%, with an average annual growth rate of about 4%, which makes many industries lag behind. Obviously, the sports industry will become an outlet in the next 1 years. Therefore, it is reasonable for a number of institutions, including Industrial Bank, to lay out sports marketing first.
Culture * * * makes the marathon gene surge
After 27 years of development, Industrial Bank has become a comprehensive financial service group with banks as the main body, covering trust, financial leasing, funds, consumer finance, futures, asset management, research and consulting, etc., and has leading advantages in many business fields. Continuous innovation and courage to explore are the internal driving forces to promote the sustainable development of the bank's business, which is highly consistent with the marathon spirit.
In recent years, Industrial Bank has never stopped the pace of innovation, and frequently waded into the "new blue ocean" in the field of retail banking, which is firm and courageous. For example, the first "An Yu Life" pension finance for middle-aged and elderly customers in China; Relying on the wealth management of "Baifu Life", its comprehensive financial management ability continues to rank among the best in the industry; Develop "global life" overseas finance with complete products and thoughtful service; Create a community banking service that "makes finance have temperature"; Dedicated to inheriting wealth and having a far-sighted private banking business; Upgrade the "Vigorous Life" credit card that leads the fashion of urban health movement, and create a unique retail bank brand with personalized and professional financial service capabilities, sound product system and convenient and extensive outlets.
The joint efforts of Industrial Bank and Shangma will "polish up" the retail banking brand. At the press conference of signing a strategic cooperation agreement with Shangma in early September, the bank released a brand-new credit card brand-"Vigorous Life", and grandly launched the "Xingdongli" credit card equipped with a wearable mobile payment bracelet, which pioneered the operation mode of exchanging exercise calories for credit card points, which can be called the crystallization of Industrial Bank and running "Xiu En Ai". Chen Jinguang said that "Vibrant Life" was released at this historic moment precisely because the brand advocated the concept of "energetic, healthy and green" lifestyle and led the fashion of urban health sports, which coincided with the spirit of "Marathon". The "Xing Dongli" is completely in line with the sports consumption habits of runners. Runners don't need to carry any bank cards or cash. They only need to wear the "Xing Dongli" mobile payment bracelet and swipe it on the equipment with the logo of "QuickPass" to realize consumption payment. They can also manage accounts such as writing cards, inquiring and depositing in the air through the splash APP, which is the best choice for sports enthusiasts.
"Xing Dongli" credit card has been released to the public for less than half a year, and it has already presented a situation of "one card is hard to find", which is obviously the most desirable result after the marriage between Industrial Bank and Shangma. In today's fast-paced sports industry, Industrial Bank hopes to play a bigger game. It is understood that the bank will also cooperate with the sports community in other fields, implement the "big sports" cross-border marketing strategy, and actively carry out marketing activities rich in sports elements throughout the bank: at the head office level, relying on the "Xingye Vitality Le Run Group" to meet the financial and sports health needs of the members of the Le Run Group; At the branch level, we actively sponsored various kinds of running and fitness activities in the local cities, and went deep into the community, taking the customers' families as the unit, taking the lead in organizing various forms of fitness activities ... With sports as the medium, we enhanced customer experience, enhanced customer stickiness, and further improved the brand awareness and reputation of the retail bank of the bank.
Looking at the partners of Shanghai International Marathon in previous years, Industrial Bank is not the first "crab eater", but it has the longest cooperation time and frequent innovations, which not only shows that it is optimistic about the future of the sports industry, but also reflects its ability to predict the added value of the "Marathon" brand. The bank prospectively explores the cognitive orientation of the retail banking brand from the contestants, and with full participation enthusiasm and responsible participation, customers, employees and the majority of race followers deeply appreciate the enterprising vitality of the bank's retail banking brand generate on the marathon track.