Today, many people are very concerned about this and have a heated discussion on the major forums and portals where fans gather. Some netizens said: "China has also entered the World Cup!" Some netizens also questioned: "Can foreigners understand the advertisements made in Chinese characters in international competitions?" Some netizens listed the events in which Chinese characters appeared in the world's top competitions one by one, and gave their own views from the perspective of sports marketing: "From the' Patriot' in F 1 to today's' China Yingli', China enterprises gradually learned how to attract attention on the world stage! "
It is understood that Yingli is a national enterprise from the field of new energy, with the most complete solar energy industry chain in the world, and the level of solar energy R&D and manufacturing technology ranks among the top in the world. Coincidentally, just before the opening of the World Cup in South Africa, Patriots and Yingli jointly held a press conference. The two sides indicated that they would cooperate deeply, and combine Yingli Group's R&D and innovation capabilities in the solar energy field and Patriot's R&D and marketing capabilities in the consumer electronics field to jointly launch new solar energy application products that conform to low-carbon life's concept.
Yingli employees with different skin colors took a group photo in front of Yingli exhibition board in "Green Field" in South Africa. At 22 o'clock today, the World Cup in South Africa will blow the opening whistle. At that time, Yingli Green Energy Holdings Co., Ltd. (hereinafter referred to as Yingli) will be the "China element" on the pitch, and accompany fans around the world to share all 64 wonderful games. This is a fact that can't be underestimated: Yingli has sat on the feast of the World Cup in South Africa with internationally renowned brands such as Budweiser and McDonald's. This not only means the birth of the first China sponsor in the history of the World Cup, but also the first sponsor of a renewable energy company to enter the World Cup.
Yingli started playing football in 2006.
At the beginning of June this year, Yingli sent a technical core team of more than 30 people to South Africa to set up a brand exhibition area around the World Cup in South Africa. China sponsors appeared for the first time in the history of the World Cup. On June 9th, Liu Yaocheng, Vice President of Yingli South Africa, said that now, the construction of brand exhibition area is drawing to a close, and Yingli's billboards have been put on the World Cup. "We are ready, just wait for the whistle of the World Cup, Yingli will show its style to the world." Liu Yaocheng's tone is full of excitement.
Unintentionally inserted willows into the shade. This sentence is perfect for Yingli. Yingli became a global sponsor of the World Cup because of an unintentional investment. In fact, as early as 2006, Yingli began to "play" football.
Yingli officially entered the solar energy market in 2004, and its market development targets are mainly concentrated in Europe, among which Germany is the most important market in the photovoltaic industry. At that time, it coincided with the World Cup in Germany, and Yingli hoped to build a brand through sports marketing. However, because Yingli just started, it did not become a sponsor of the World Cup, but provided 1 MW photovoltaic modules for Kaiserslautern Stadium, mainly to provide energy for the stadium computer. Liu Yaocheng said that sponsorship is very effective. The solar panels installed at the top of the stadium have made many foreign fans feel "eye-opening" and let them know that there is a company called Yingli in China.
To the surprise of fans all over the world, in 2007, La Liga team Osasuna changed its sponsor, and the LOGO on the jersey also changed-Chinese characters appeared in the center of the jersey. It turns out that Yingli started sponsoring Osasuna in 2007, and the words "China Yingli" appeared on Osasuna's jersey. To this day, this logo is still printed on Osasuna's jersey.
In fact, Yingli didn't expect to sponsor the World Cup four years later, whether providing photovoltaic modules for Kaiserslautern Stadium or sponsoring La Liga teams. They just want to raise the visibility of the company. "There is an unfair price difference between China products and foreign products. The performance and quality of China and German products are exactly the same, but German products are more expensive than China products 10%~ 15%. " Liu Yaocheng said that they wanted to improve brand awareness, but they didn't expect to enter the World Cup.
Yingli and FIFA "love at first sight"
The quadrennial World Cup is a large-scale global event, and fans all over the world are paying attention to it. The global publicity of the World Cup in South Africa has been overwhelming. Yingli thinks this is an excellent opportunity. There is no doubt that football is the most popular sport in the world, and it has the widest fan base. As the largest sports event in the world, the World Cup has created a good brand building and marketing platform for world-class enterprises with its extensive and in-depth influence on a global scale. By sponsoring the World Cup, Yingli's popularity will definitely reach by going up one flight of stairs. To this end, Liu Yaocheng visited Africa for four months. After a series of evaluations, Yingli World Cup sponsorship program was officially launched.
It is understood that Yingli first matched the match through the China-Africa Fund, and it happened that FIFA was also looking for a World Cup sponsor. In June165438+1October last year, Yingli began to negotiate with FIFA on specific details, and FIFA officials visited Yingli in the middle of June 65438+February. "We share the same mission and values as FIFA." Speaking of the success of the marriage with FIFA, Liu Yaocheng said, "FIFA's mission is to' improve the world environment and create a better future', and Yingli is committed to the continuous research and development of photovoltaic power generation technology to provide clean and competitive renewable energy for the world, so as to change the status quo of global energy depletion." It is "China Element" and "Green Renewable Energy" that make Yingli Bird the best choice.
After the signing of the agreement, due to the need for confidentiality, no one knew that the seventh sponsor of the South African World Cup was actually a China enterprise before February 3rd. On February 3rd, when Yingli was announced as the official sponsor of the 20 10 World Cup, FIFA President Joseph Blatter delivered a speech of 1 min for 30 seconds by video in Zurich. Blatter, holding a football, said: Yingli set a precedent for the whole FIFA.
It is understood that Yingli will spend hundreds of millions of yuan and photovoltaic module products to sponsor the World Cup. Yingli's rights and interests include: the right to enjoy global marketing including some tickets, venue advertisements and media copyrights, and the right to display its solar products in the football field of the World Cup. In addition, the agreement also allows Yingli Green Energy to jointly use its company logo and FIFA logo in all distribution links to promote or promote its products and services. Yingli can also carry out extensive marketing activities in all venues of the World Cup. Yingli has the priority to become a sponsor of the next World Cup.
Unfortunately, Yingli has no time to install photovoltaic products for the World Cup venues in South Africa due to time constraints, but Yingli will provide solar panels for 20 training bases in South Africa.