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外媒:海信正试图打造全球最具价值品牌 Foreign media: Hisense is trying to build the world's most valuable brand
2021-06-18 11:25 字号 A A A 阅读量 2239 评论量

 
中文报道转自环球网
翻译/国际营销 薛梦雨 陈衍宇
 
【环球网科技综合报道】2020欧洲杯战役已经正式打响,作为本届欧洲杯全球官方合作伙伴,海信以空前范围的品牌矩阵与欧洲杯IP权益深度捆绑,吹响了欧洲杯的营销号角。
 
[World Wide Web Technology Comprehensive Report] UEFA EURO 2020 campaign has officially started. As the official global partner of this UEFA EURO, Hisense has deeply tied the UEFA EURO IP rights with an unprecedented range of brand matrix, sounding the European Cup marketing horn.
 
无论是开幕战上“买电视 选U7”“海信 U7 明星画质”,还是“gorenje Experience COOLING/COOKLING Simplified”以及最新的“容声冰箱 养鲜专家”等广告标语,作为体育营销的资深玩家,这更是海信首次携旗下子品牌“组团”登陆世界顶级赛事现场,并受到了众多国际媒体的关注。
 
Whether it’s "Buy TV Select U7", "Hisense U7 Star Quality", or "gorenje Experience COOLING/COOKLING Simplified" and the latest "Rongsheng Refrigerator Freshness Expert" and other advertising slogans, as a senior player in sports marketing, this It is the first time that Hisense has brought its sub-brand "group" to the world's top competition site, and has attracted the attention of many international media.
 
日本时事通信社发文称对海信成为2020欧洲杯官方赞助商,并通过体育营销得到了许多消费者赞赏的行为给予了高度评价。
 
“作为欧洲最大的赛事之一,足球是海信与欧洲消费者建立情感联系的机会。自赞助2016年欧洲杯以来,海信通过体育赛事的赞助和创新,获得了大量欧洲消费者的赞誉和赞誉,品牌知名度也提高了 6%。”。
 
Japan's Jiji News Agency issued an article saying that it spoke highly of Hisense, Hisense has become an official sponsor of UEFA EURO 2020 and has been appreciated by many consumers through sports marketing.
"As one of the largest events in Europe, football is an opportunity for Hisense to establish an emotional connection with European consumers. Since its sponsorship of the 2016 European Cup, Hisense has won praise from a large number of European consumers through the sponsorship and innovation of sports events, and its brand awareness has also increased by 6%."
 
值得一提的是,海信自2018年正式收购日本东芝映像公司(TVS)后,经过18个月整合,连续亏损8年的TVS在2019年度扭亏为盈,后期盈利持续增长。而就在不久前,海信也正式发布公告称已完成收购日本三电控股株式会社的股权交割手续,成为了三电控股的控股股东。
 
It is worth mentioning that after Hisense officially acquired Japan’s Toshiba Imaging Company (TVS) in 2018, after 18 months of integration, TVS, which has been losing money for 8 consecutive years, turned losses into profits in 2019, and its profits continued to grow in the later period. Not long ago, Hisense also officially issued an announcement saying that it has completed the acquisition and delivery procedures for the equity of Japan Sanden Holdings Co., Ltd., and has become the controlling shareholder of Sanden Holdings.
 
更有数据显示,在最为挑剔的日本市场,海信系电视销量已经超过夏普名列第一。
 
More statistics show that in the most critical Japanese market, Hisense TV sales have surpassed Sharp and ranked first.
 
美国道琼斯旗下新闻网站MarketWatch称,“在品牌建设方面,海信坚持打造运动IP,以运动为纽带与消费者沟通,加强情感交流。自2016年以来,海信赞助了2020年欧洲杯和FIFA世界杯等顶级赛事。此外,海信通过携手全球足球俱乐部巴黎圣日耳曼和电竞组织FNATIC,加速全球化和品牌年轻化,实现了市场份额和品牌资产的大幅提升。”MarketWatch表示,海信正在试图打造一个全球最值得信赖、最具价值的品牌。
 
According to MarketWatch, a news website owned by Dow Jones in the United States, “In terms of brand building, Hisense insists on creating sports IP, uses sports as a link to communicate with consumers, and strengthens emotional exchanges. Since 2016, Hisense has sponsored top events such as UEFA Euro 2020 and FIFA World Cup. In addition, Hisense has accelerated globalization and brand rejuvenation by joining hands with the global football club Paris Saint-Germain and the e-sports organization FNATIC, and has achieved a significant increase in market share and brand equity.” MarketWatch said that Hisense is trying to build the world's most worthy trusted and most valuable brand.
 
加拿大《金融邮报》则注意到,2021年,海信在欧洲市场的销售收入同比增长113%,并采用本土化战略,确保不同市场的消费者需求和产品体验。“海信在德国、意大利、西班牙、英国、法国等欧洲国家设立分公司和办事处,通过与亚马逊、Euronics、ElectonicPartner、当地经销商等合作,积极拓展当地销售。”
 
The Canadian "Financial Post" noted that in 2021, Hisense's sales revenue in the European market increased by 113% year-on-year, and adopted a localization strategy to ensure consumer demand and product experience in different markets. "Hisense has established branches and offices in Germany, Italy, Spain, the United Kingdom, France and other European countries, and actively expands local sales through cooperation with Amazon, Euronics, ElectronicPartner, and local distributors."
 
据了解,欧洲杯预热期间,海信加大了在欧洲的投资,以提高品牌知名度,加快本地化进程。海信全球数千个零售终端已经在5月底提前完成“刷新”。海外市场尤其是欧洲杯英、法、德、意、西、俄等核心市场已经提前布局开展了一系列营销活动。走进罗马中心,你会看到一个球迷广场,展示着海信全系列的产品。
 
It is reported that during the warm-up period of UEFA EURO 2020, Hisense has increased its investment in Europe to increase brand awareness and speed up the localization process. Thousands of Hisense retail terminals worldwide have been updated ahead of schedule by the end of May. Overseas markets, especially core markets such as Britain, France, Germany, Italy, Spain, and Russia, have launched a series of marketing activities in advance. When walking into the center of Rome, you will see a fan square, displaying the full range of Hisense products.
 
事实上,海信的产品在欧洲亦非常受欢迎。数据显示,2021年1-5月,ULED TV U7和ULED TV U8在英国、法国、德国、意大利、西班牙和俄罗斯的销量同比增长181%,销售收入同比增长258%。为满足当地市场需求,加快产品生产,海信与斯洛文尼亚政府签署协议,计划2021年为欧洲市场生产250万台电视机。
 
In fact, Hisense's products are very popular in Europe. According to data, from January to May 2021, ULED TV U7 and ULED TV U8 sales in the UK, France, Germany, Italy, Spain and Russia increased by 181% year-on-year, and sales revenue increased by 258% year-on-year. In order to meet local market demand and accelerate product production, Hisense signed an agreement with Slovenian government, planning to produce 2.5 million TV sets for European market in 2021.
 
2020年,海信的海外营收达到79.3亿美元,占总营收的近40%,同比增长18.2%。2021年第一季度,这一比重已超过42%。根据海信的全球化战略目标,该公司力争到2025年实现营收470亿美元,其中50%来自海外市场。
 
In 2020, Hisense’s overseas revenue reached 7.93 billion US dollars, accounting for nearly 40% of total revenue, an increase of 18.2% year-on-year. In the first quarter of 2021, this proportion has increased to 42%. According to global strategic goals, Hisense strives to achieve revenue of 47 billion U.S. dollars by 2025, of which 50% will come from overseas markets.
 
2021年,海信方面表示其海外自主品牌收入占比将突破80%。从2006年的不到10%到如今即将超过80%,海信这几年通过不断绑定世界顶级赛事,持续打造Hisense Sport这一超级 IP,不断把海信品牌推向高端,把海信品牌在全球带到了新的高度。
 
In 2021, Hisense stated that its overseas independent brand revenue will account for more than 80% of its revenue. From less than 10% in 2006 to more than 80% nowadays, Hisense has continuously sponsored the world's top competitions in a few years to create the super IP of Hisense Sport. Driven by these measures, Hisense brand has gradually advanced to the high-end and reached new heights globally.
 
“赞助世界顶级体育赛事,绝非仅仅是一次广告营销活动,海信的赞助行为不仅体现在品牌上,而是希望借此在人才、研发、制造和管理等要素上‘更上一层楼’,真正跻身世界一流企业的俱乐部,这也是中国企业大踏步走出去的战略探索。”海信集团总裁贾少谦说。
 
“Sponsoring the world’s top sports events is not just an advertising and marketing activity. Hisense’s sponsorship behavior is not only reflected in the brand, but also hopes to “get a higher level” in terms of talents, R&D, manufacturing, and management. Becoming a club of world-class companies is also an exploration for Chinese companies to go global," said Jia Shaoqian, President of Hisense Group.
 
海外媒体纷纷表示,海信彻底改变了他们和身边朋友对于中国自主品牌的认知,而历经风雨的中国企业,正在逐步抢占世界赛场的真正“C位”。
 
Overseas media have said that Hisense has completely changed their and their friends' perception of Chinese independent brands. Obviously, Chinese companies that have experienced trials and hardships are gradually seizing the real "C position" in the world arena.
 
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