BEIJING, August 11, 2016 /PRNewswire/ -- Fifty Chinese companies have chosen the 2016 Summer Games as the opportune moment to make their presence felt in New York's Times Square, the home of the world's most visited outdoor advertising platform, in a move to showcase their brand and confidence while also expressing their support for China's Summer Games teams. The campaign was launched by Huashang Taolue as a global marketing effort for Chinese brands during the event. It is the first time that a group of Chinese brands has worked together in terms of marketing themselves during the Summer Games event.
Times Square, located in the heart of Manhattan, is known as the "Crossroads of the World" and attracts more than 500 million visitors annually. The famous square, brightly adorned with immense outdoor screens and serving as the world's venue for competition between the top international brands, is a must-see stop for any tourist visiting the city.
In January 2011, the State Council Information Office of China ran a series of short video clips promoting the country in Times Square, stimulating animated discussions worldwide. More recently, a video promoting the South China Sea was also showcased here from July 23rd to August 3rd, giving local passers-by a lively geography lesson.
On the heels of the South China Sea promotion video, a whirlwind of Chinese brands have been displayed on the huge screens overlooking the square. Huashang Taolue, in partnership with 50 Chinese companies, chose to celebrate the first New York-China Brand Culture Festival in Times Square during the Summer Games. This pioneering global marketing campaign for Chinese brands has created significant buzz among their peers, with the result that the number of companies wishing to participate continues to grow. Visitors can expect to gain a better understanding of Chinese brands while watching the Summer Games in Times Square.
A clever marketing campaign during the Summer Games
The Summer Games is not only a sports event but also an unmissable opportunity for branding. Sports are inseparable from business in modern Olympic Games. While athletes are competing for medals on the court, brands are gearing up for world-class competition using traditional media and the internet.
Unlike other important holidays and events, there are restrictions on business promotion during the Summer Games. The Organizing Committee of Summer Games has created a set of strict rules to protect its global partners. Rule 40 states that during the blackout period, starting nine days before the opening of the Games and continuing until the closing ceremony, brands that are not official sponsors are not permitted to use the portrait, name, picture or representation of the performance of any athlete or coach and link it directly to the Games.
Sponsors have paid much for the privilege. The Summer Games' top sponsors spend an average 1 billion yuan (approx. $US 150 million) during the four years leading up to and including the event.
With the gradual commercialization of the Summer Games, more and more companies have recognized that they can take advantage of the business opportunity brought about by the event to promote their brands in a variety of ways in addition to investing heavily to become a sponsor.
The collective show put on by 50 Chinese companies in New York's Times Square is a perfect combination of the largest advertising platform and the Summer Games. With the tagline of "Get fit in Rio, Get rich in NYC", the group of companies is launching a large-scale global marketing campaign.
The impressive roster of companies includes: Haier Casarte, JDB, Hisense, EMS, Gree, Mengniu, Changhong, Bybo Dental Group, Weiye Aluminium Profile, Lilanz, Hanhoo, Baby Tree, Geya, Yadan Wardrobe, Suhu International, Xuebao Wood, Somnopro Mattress, First Gold, Doctors Available, Hao Xiang Ni, Poputar Smart Guitar, AUX, Timier House, Snimay, Ever Fountain Financial Group, Canny, Doctor Glasses, KITO, Golden FX Link, Denglao Herbal Tea, HuaKang, YOGOMO, Xiaoyang, Double Island, ovSolar, VERSINO, Long Qing Xiang, LeTV, CHIGO, Sanyuan, D.Phone, A Home Furniture, China Merchants Bank Credit Card, 5dm Electric, Grandland Intelligent, KIND, Dahong, Boncham, NIU and Haitian International.
Some of the more well-established and world-renowned companies include Haier, JDB, EMS and Gree, China's musical instrument leader Poputar Smart Guitar as well as emerging brands such as Baby Tree, Doctors Available and Xuebao Wood. Although the companies range widely in size and heft, and some are even rivals, they have chosen to unite as one in expressing their support for China's Summer Games' teams and in endorsing Chinese brands, articulating the confidence that Chinese brands have in integrating into, serving and contributing to the world.
Fast growing Chinese brands
The brands mainly focus on two things in the marketing campaign: giving a shout out to Chinese athletes at the Summer Games and showcasing their brands. Many companies have succeeded in realizing a perfect combination of the two.
For instance, JDB's slogan, "JDB Golden-canned Herbal Tea Celebrates China's First Gold Medal in Rio, Brazil", is not only in line with the theme of "competing for gold medals" at the Summer Games, but also highlights the most compelling features of its labels in the choice of the epithet, "golden-canned", and the descriptor, "herbal tea leader".
The eye-catching slogans show the strength and confidence of Chinese companies and brands.
China has never been looked up to and respected by the world like today. Eight years ago, Beijing hosted one the most successful Summer Games ever in history, despite some of the unfavorable criticism that was received at the time. China surpassed the US to take first place on the gold medal list. The great success of the Beijing Summer Games represented a win not only for a country and a nation, but also for the Chinese economy and business community.
To prepare for the Beijing Summer Games, China invested US$42 billion, the most in history. The event gained support from 63 sponsors generating advertising revenue of between US$4 billion and $6 billion, covering part of the overall cost for the event. In addition, donations for the events from private companies and funds also hit a record high.
In line with the spirit of the Beijing Summer Games, Chinese companies are now taking leadership roles in some of the world's prime business, in the general economy and even in social communities, allowing for each to improve and become stronger. Today, Chinese brands have an unprecedented impact on the world. They participated in the preparation for the Rio 2016 Summer Games in almost all aspects, from construction of subways and venues to manufacturing of mascots and cheerleading supplies.
Every brand now making their presence in New York's Times Square has taken a unique, leading and innovative position in their respective fields, with many of them marketing products in more than 100 countries and regions, having established for themselves a veritable presence on a global scale.
Through Times Square as a platform, these brands not only promote their brand concepts, but also fulfill their responsibility in exporting Chinese culture.
Do more with less
"Chinese brands are positioned to compete globally and serve the global market," said a director at Huashang Taolue, organizer of the campaign. "They need more platforms to showcase their brands and strength."
To address the need, in 2015, Huashang Taolue launched a promotional series called "Let the World Appreciate China", bringing together more than 200 Chinese companies who put on collective show in New York, setting a record in terms of marketing efforts by Chinese companies outside of their home market.
In such campaigns, Huashang Taolue applied thematic reporting models and centralized transmission of the message, leveraging their expertise in corporate brand promotion. They launched the themed crowdsourcing model to advertising: organizing multiple brands to collectively purchase powerful media resources under the same theme, and then promoting and recommending these brands in a thematic way through the resources, vastly enhancing the communication effect and raising brand awareness.
This model not only reduces communication costs, but also serves to greatly amplify the message. In the New York campaign, as an example, Huashang Taolue arranged a large number of promotions both in China and in many countries around the world, in addition to the show at Times Square. Each participating company was able to get in with a spend numbering in the thousands of dollars, but, in return they were able to take advantage of an opportunity offered by the media resources valued at hundreds of thousands dollars, to promote their brands.
The New York-China Brand Culture Festival will continue through August 20. During the event, a growing number of leading Chinese companies across a wide range of sectors will make their presence in New York, and more than 200 major media outlets are expected to cover the event, promoting a better understanding of Chinese companies by international markets.
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