Yang Xiong, deputy secretary of the Shanghai Municipal Committee and mayor, Zhao Wen, deputy mayor of Shanghai, Cui Dalin, vice chairman of the Chinese Olympic Committee and consultant of the Chinese Athletics Association, and so on, the participating troops took vigorous steps, starting from the beautiful Bund River, passing by the Huangpu River, passing through many representative buildings and streets, and feeling the elegance and prosperity of the "Oriental Pearl" with their feet on the track 42.438+095 kilometers west of the Huangpu River. Among the many participants, more than 60 people participated.
This year is the 20th anniversary of its launch. In May, Industrial Bank participated in the first Shanghai Half Marathon on 20 15 as an "official partner". This time, I participated in the preparation and service of Shanghai International Marathon in a brand-new capacity of "Glory Sponsor" and "Only Designated Cooperative Bank". More than 300 volunteers from Industrial Bank participated in the whole process, fully supported the service events, and fully demonstrated its innovation in cross-border marketing of finance and sports. Once again, in the preparation and service of the event, people deeply felt its business philosophy of "sincere service, accompanying growth" and "customer-centered" service concept.
Cross-border integration highlights industrial elements
This past summer, with the cross-border cooperation in various fields, China sports showed an unusually prosperous development scene, and the value of China sports industry became more and more prominent. Ma Yun, Wang Jianlin and other business leaders have invested in the sports industry, and even seemingly unrelated financial institutions have actively married sports events. Among them, the "marathon" held by large and small cities gave birth to the cross-border integration of "sports+finance", and sports finance ushered in unprecedented innovation and breakthrough.
Following the successful sponsorship of the first Shanghai Half Marathon, Industrial Bank signed a five-year strategic cooperation agreement with Shanghai Dong Hao Lansheng Event Management Co., Ltd., the organizer of the Shanghai International Marathon, in early September, becoming the "Glory Sponsor" of the 20 15-20 19 Shanghai International Marathon, the "Official Partner" of the Shanghai Half Marathon and the only designated cooperative bank of the Shanghai Marathon. It is understood that Industrial Bank is the longest financial enterprise that sponsored the Shanghai International Marathon. Before that, no commercial bank in China had such a close relationship with marathon. This cooperation is not only due to 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.
Industrial Bank's enthusiasm for sports marketing can be seen from the establishment of the "Xingye Vibrant and Happy Running Group" immediately after signing the contract. Relying on 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 among the contestants who got on the horse this year, there are nearly a thousand "Industrial Bank" phalanxes composed of members of the "Xingye Vibrant and Happy Running Group". They are dressed in blue competition clothes, just like a blue ribbon, and become a beautiful landscape on the track.
Phenomenon display enhances confidence in cross-border cooperation
"Running" is undoubtedly one of the current sports hot words, and there are also many sports people who frequently "bask" in the WeChat circle of friends. In this context, Industrial Bank, which is famous for its keen market sense and flexible management style, once again stepped on the right track. The reporter learned from Industrial Bank that this time, the bank and Ma Shang started all-round cooperation, with the cooperation time spanning five years, and the coverage was extended to "all-Malaysia" and "half-Malaysia" projects, and participated in major events in Ma Shang throughout the year, with such a high degree of adhesion, which is quite rare in the history of Ma Shang.
The reason for the firm cooperation between Industrial Bank and Ma Shang is simple, mainly the general environment.
Sports in China is in a transitional period, and the sports industry has been neglected for a long time in the past, and it is more a "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 in June of last year, the wind direction has changed. This opinion defines the sports industry as a green industry and a sunrise industry, and puts forward the goal of "by 2025, China's sports population will reach 500 million, and the output value of the sports industry will reach 5 trillion", which will promote the sports industry to become an important force in China's economic transformation and upgrading, and arouse the concern and support of all sectors of society. As a "marathon" of sports, it has become a new fashion of national fitness in recent years, representing positive and optimistic.
Industrial Bank has a deeper understanding of the cooperation between striking while the iron is hot and "getting on the horse", providing full service guarantee for the event and providing professional retail banking services for the contestants. "Finance is people-oriented", referring to the original intention of launching the project, 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 justice and interests", and is committed to meeting the public's financial and quality of life improvement needs. In recognition of the "Never Give Up" marathon spirit, the bank chose to carry out long-term strategic cooperation with Ma Shang, hoping to promote the spirit of hard work and enterprising while transmitting positive energy and make contributions to the development of national sports and social welfare undertakings.
The reporter learned an important message from Chen Jinguang's interview: "Marathon" represents positive progress, the realization of goals and the happiness of the process; The origin of financial services is to make people's lives better. Their connotations are similar, and people's enthusiasm for running stems from the pursuit of a 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", inject vitality into its own retail banking brand and enhance its brand influence.
Tang Guifa, vice president of Dong Hao Lansheng Group, is also optimistic about the cooperation prospects between Ma Shang and Industrial Bank. He said that long-term cooperation with Industrial Bank, which ranks among the world's top 500 companies, the world's top 100 listed companies and the world's top 50 banks, will help to enhance Ma Shang's reputation and popularity, and enhance its comprehensive service ability to 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"
According to the Business Value Report of China Sports Industry, among the "sports that people often participate in", running ranks among the best with a participation rate of 43%. It is popular because "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. Running is the most natural and acceptable way of exercise 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 uncoordinated. 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 into target customers and provide them with financial products and services according to the situation.
Take Nike, which has sponsored Ma Shang for several years, as an example. Huang Xiangyan, the communication director of Greater China, admitted that the global sales volume of the company's running series products has maintained an annual growth rate of more than 30%, and the momentum 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 running apps now has tens of millions of registered users, and the brand-driven effect is obvious.
Industrial Bank joined hands to "launch", 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, cleverly implanted the brand image of Industrial Bank's retail business into them, and the uniformed staff enthusiastically cheered for the players. 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 a more grounded and people-friendly brand image of retail banks to the outside world, which will reach a new height in media exposure and public awareness. If you count the previous market cultivation and work together for five years, Industrial Bank will undoubtedly benefit a lot.
According to authoritative data, at present, the scale of China's sports industry is about 1 trillion yuan, and it will reach 5 trillion yuan in 10. There is still room for growth of about 400%, with an average annual growth rate of about 40%, which makes many industries backward. Obviously, the sports industry will become a hot spot in the future 10. Therefore, it is reasonable for many institutions including Industrial Bank to take the lead in the layout of sports marketing.
Culture * * * shakes the surging of marathon genes.
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 a leading edge in many business fields. Constant innovation and bold exploration are the internal driving force to promote the sustainable development of banking business, which is highly consistent with the marathon spirit.
In recent years, Industrial Bank has never stopped the pace of innovation, and has frequently waded into the "new blue ocean" in the field of retail banking, which is firm and courageous. For example, the first "Anyu Life" pension finance for middle-aged and elderly customers in China; Relying on the wealth management of "Baifu Life", the comprehensive financial management ability continues to be among the best in the industry; Develop "global life" overseas finance with complete products and thoughtful services; Create a community banking service that "makes finance have temperature"; Committed to inheriting wealth and far-sighted private banking business; Upgrade the "Vigorous Life" credit card, which leads the fashion of urban health movement, and build a unique retail banking brand with personalized and professional financial service capabilities, perfect product system and convenient and extensive outlets.
This time, Industrial Bank will join hands with Ma Shang to "polish" the brand of retail banks. At the press conference of signing a strategic cooperation agreement with Ma Shang in early September, the bank released a brand-new credit card brand-"Vigorous Life", and grandly launched the "Mobility" 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 "Show Ai En". Chen Jinguang said that "Vigorous Life" was released at this historic moment precisely because the brand advocated the lifestyle concept of "Vigorous, Healthy and Green", which led the fashion of urban healthy sports and coincided with the spirit of "Marathon". And "Star Power" fully conforms to 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 their cards on the equipment with the "QuickPass" logo to realize consumer payment. They can also manage accounts such as card writing, inquiry and air deposit through splash APP, which is the best choice for sports enthusiasts.
"Xing Dongli" credit card has been issued 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 Ma Shang. In today's fast-paced sports industry, Industrial Bank hopes to play even bigger. It is understood that the bank will also cooperate with the sports industry in other fields, implement the "big sports" cross-border marketing strategy, and actively carry out marketing activities with sports elements throughout the bank: at the head office level, relying on "Xingye Vitality Le Run Group" to meet the financial and sports health needs of members of Le Run Group; At the branch level, we actively sponsored various running and fitness activities in local cities, and went deep into the community to take the lead in organizing various forms of fitness activities with customers' families as the unit ... With sports as the medium, the customer experience was enhanced, the customer stickiness was enhanced, and the brand awareness and reputation of our retail bank were further enhanced.
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 its optimism about the future of the sports industry, but also reflects its ability to predict the added value of the "Marathon" brand. The Bank proactively explored the cognitive positioning of the retail banking brand from the contestants, and with full enthusiasm and responsible attitude, let customers, employees and the contestants deeply feel the enterprising vitality of the Bank's retail banking brand on the marathon track.