The charm of automobile sports marketing

Cars and sports are inherently indissoluble. The car can be static and moving, static can rely on the design sense to show momentum, momentum is roaring. It is no wonder that car companies love to climb relationships with various sports events. Sport means sports, health, upwards, vitality, life... and unlimited possibilities. Beiqi is a typical example of how auto companies conduct "sports marketing."

On Sunday, he saw Xu Heyi on the Beijing Tournament (the first Beijing Professional Road Cycling Tournament in 2011). He was wearing a professional cycling uniform and was ruddy and sweaty. This was the head of the Beijing Automotive Group I had never seen before. The enthusiasm and vitality that can infect others. Leading the more than 150 billion plates of the Beijing Automotive Group, you are likely to ignore the other side of Xu Heyi, a professional cyclist.

As the official partner of Beijing Jingsai, Beijing Automotive Group provided 189 designated vehicles for this event. An expensive bicycle racer was transported by Sonata and Mercedes. The mix and match of cars and bicycles is not in conflict. In the words of Zhang Jian, the chief designer of Beiqi, “The cycling is low-carbon and environmental friendly. Although Beiqi is an automobile company, the new energy strategy of BAIC's energy-saving and emission-reduction measures has also taken the lead.”

Although the auto companies are rich in financial resources, supporting an event is still an expensive investment. It is said that Beiqi this time sponsored the Beijing Tournament, that is, invested more than 40 million yuan. How to measure input and output? Xu He-yi believes that the use of sports marketing can spread the brand, product and culture of BAIC widely. Compared with simple advertising, it will have a wider range of social influence.

In my opinion, supporting sporting events will greatly benefit the development of the company. For example, to reflect the corporate social responsibility, to demonstrate a qualified corporate citizen image; to enhance the company's brand value, display the company's high-end image, brand strength; specific to the automotive company, can show the face of automotive products in the event live, show vehicle performance, public Cars have made headlines in the Beijing Olympic Games; in addition, companies can also use this to promote good relations with the local government.

In addition, as an important tool for communication between companies and consumers, sports marketing can associate brand culture with consumer identities, personalities, lifestyles, habits, values, etc. in a subtle manner, and the corporate image thus molded can be closer to consumers. The emotional needs of people, thus making people recognize and resonate with corporate culture. Sports marketing changes not only people’s buying behavior at a time, but also people's understanding of corporate brand culture in deeper consciousness.

BAIC has always had a lot of ideas in sports marketing, and it also embodies the “geographical advantages” of Beijing’s important pillar enterprises. Careful people can find that Beijing’s major sporting events have basically BAIC. It is reported that Beiqi has also set up a special "sports marketing" department within the company, which is a new idea among car companies.

In addition to the above-mentioned Beijing Race, Beijing Auto has also become the exclusive exclusive partner of the Shandong Haiyang Asian Beach Games 2012. Beijing Benz has sponsored the China Open for four consecutive years. Beijing Hyundai has repeatedly become a sponsor of the Asian Cup, World Cup and other football events. Beiqi Futian also actively cooperated with the Samaranch Foundation to support the Chinese youth tennis industry.

The 2015 World Track and Field Championships will be held in Beijing. Beiqi, the leading sports marketing idea, may wish to try.