The Most Important Thing Is The Space Shoes.
God seven flying, attracting the eyes of the whole world. Behind this huge eyeball economy, Chinese enterprises have launched a vigorous battle of space marketing, of which there are many enterprises in Quanzhou.
作为老牌的“中国航天事业合作伙伴”,国内知名的运动品牌匹克第一时间在全国各大媒体打出了神七成功飞天的祝贺广告;而就在神七飞天之际,恒安集团也成功拿下中国航天事业合作伙伴的权益,恒安旗下的“心相印”、“安而康”系列产品被指定为“中国航天专用产品”和“中国神舟专用产品”。虽然晋江知名运动品牌贵人鸟没有直接介入中国航天的赞助,但借助这次神七飞天,贵人鸟顺势高调推出了太空鞋系列产品,成为“航天营销”的一大亮点。
PEAK and Heng An are directly sponsoring China's aerospace industry.
In July 8th of this year, when the seven flying days of God had not yet been mentioned, "PEAK's renewal of the China aerospace cooperation Partner Conference" was quietly held at the Baiyun International Conference Center in Guangzhou. It is understood that the signing period of 5 years, PEAK has become the only sports apparel industry "China aerospace business partners", PEAK sports shoes and sportswear as "China Sports designated sports shoes, sportswear".
For the Shenzhou spacecraft, Chinese people put too much affection or hope. As early as 2003, when Shenzhou five was soaring, China Life Insurance, Mengniu Dairy, farmer spring, Fiyta and Hongkong Chai clothing became "China's space industry partners", providing support for Shenzhou five launch in different ways, and gained brand awareness. By the time of the launch of Shenzhou six in 2005, there were as many as 13 sponsors, while Fujian PEAK group was lucky enough to become a partner in China's space industry. Another Jinjiang food company, yak, also won the sponsorship of the "China astronaut logo licensed product".
Perhaps it is the huge eye effect of seeing the god seven, perhaps it is the hot stamping title of "China aerospace special products". In September 28th, Heng An became the first enterprise to sign "aerospace partners" after the launch of "God seven".
It is reported that "China's aerospace industry partners" is the highest level of cooperation between enterprises and China's aerospace industry. Its products, technologies and services enjoy the right to use the "China Aerospace partners" and "China aerospace special products" logo in their respective fields.
It is understood that China's space industry naming business is divided into three categories: partners, sponsors and franchisee. The China Aerospace foundation generally authorizes only one naming dealer in one industry or field. Cooperative enterprises can enjoy "China aerospace special products" and other related rights in products, technology and services. Among them, partners are the highest level of cooperation in China's space industry. They have very strict selection criteria. Cooperative enterprises must be China's enterprises with large scale, strength, leading in the industry, good social image, high technology content, excellent quality and great potential for development. Heng on is relying on leading R & D technology, exquisite manufacturing technology, quality products were selected by the China Aerospace foundation.
值得一提的是,中国航天基金会已向国家工商总局申请了15大类174个品种的产品相关冠名权。相比2008年最低级别的奥运供应商的基准价位1600万元,航天事业合作伙伴的赞助费用远不如赞助奥运会高昂。
贵人鸟借机推出太空鞋
Although the noble bird is not a sponsor of China's space industry, but with the help of the global event of "God seven flying sky", the great bird has launched a new way to launch space shoes series and become a "dark horse" of "aerospace marketing".
It is reported that the "bird V" series of products at the end of September officially landed in the country's thousands of terminal stores, synchronized with the seven appearance of God. "As long as you wear the V space shoes, you can experience the feeling of free roaming in space. This is the biggest selling point of "spaceflight marketing".
The V series of space shoes, pushed by God seven lifts, has two styles of V1 and V2.
According to the relevant person in charge of the bird and bird, wearing this kind of shoes that integrate into space technology on the ground can have the lightness of feeling like the seven astronauts walking in the space, so consumers can have a "flying addiction". Moreover, as the stroll in space is a dream cherished in the hearts of every Chinese people, "space V" also has special commemorative significance.
Huang Zhongfei, director of the brand of the great bird bird, said in an interview with reporters that God seven flying days are the national flourishing times, and every Chinese is deeply proud of it. Therefore, choosing such a special period to launch "space V" series products is to express the support of the "noble bird brand" to China's space industry, and to express the pride of being a Chinese. On the other hand, China's space industry constantly challenges the scientific spirit of new heights and challenges new fields, and is also consistent with the persistent spirit of "fighting for dreams, no one can stop".
Aerospace marketing should be "applauded and Hawking".
Space activity is a carnival exploring the unknown world of mankind and has great attraction for mankind. Docking with such global events is a good way to attract eyeballs for brands.
According to statistics, when Shenzhou six was launched, the number of people watching TV live in China was over 500 million, and the traffic volume of the website also refreshed the previous traffic records, which had a strong eyeball effect. In the successful broadcast of Chang'e 1, CCTV's overall ratings rose to 44.39%, 20% higher than usual, and the three channels that participated in the live broadcast increased to 67.4%. Among them, the city, university degree of education and high income audience are more concerned about the special program of Chang'e lunar exploration.
In addition to the eyeball benefit of the space event itself, the impression of ordinary consumers is that space technology is a symbol of high technology and an alliance with the aerospace industry. It is easy to enhance the technological content of the brand in the eyes of consumers, and at the same time, it can make consumers trust their product quality.
You may remember that when Shenzhou 5 flew, Mengniu became a special milk for astronauts. With the help of God 5, the Mengniu not only earned enough eyeballs, but also made the consumers have a strong trust in Mengniu's astronaut special milk. No wonder the industry commented that Mengniu alliance God 5 has greatly enhanced brand awareness, but also greatly stimulated its product sales, more importantly, set up Mengniu milk high quality brand height, is a very successful event marketing.
In addition, for aerospace marketing, cooperative enterprises should not only remain verbal, but also integrate marketing and aerospace events to truly enhance brand and stimulate sales. This is a step ahead. It is understood that PEAK has become a partner of the China space foundation. During the "Shenzhou six" flying Apsaras, PEAK launched a promotional campaign to "wear PEAK and help space", which greatly increased the speed of product sales and truly made a "good cheer and a Hawking".
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