Domestic Brands Are Using The World Cup To Conduct In-Depth IP Binding To See If The Emperor Can Rush Into The World'S Top Brands.

As the two generation undertaker of emperor brand management, Lu Wei, vice president of the great group and chief executive of the emperor, has been holding the dream of the world cup. This is another new start for the emperor as the first line of men's clothing brand in China.

The Chinese national team is absent from the Russian World Cup, but it does not prevent Chinese enterprises from joining the carnival. This time, China clothing For the first time, the brand is so close to the world cup.

On the upcoming 2018 World Cup in Russia, the Chinese men's wear brand will be a strong Chinese legion of sponsors in the world cup with Chinese brands such as Wanda, Hisense, Mengniu, VIVO and so on. The imperial brand is the world's first official business dress brand sponsored by the official FIFA world cup area.

As the two generation to undertake the brand operation of the emperor, the vice president of the great group and Lu Yi, the chief executive of the emperor, have held the dream of the world cup. Men's wear Another new start for the brand to the world.

The dream of the world cup is gradually coming into reality.

In May 28, 2016, Lu flew to Milan, Italy, at the San Siro stadium, the 2015-2016 season's Champions League final. On the finals, many fans, fans of all kinds of fanaticism, and intensive bombing of the first-line brand advertisements made Lu feel that the top event is the excellent promotion opportunity for the brand. At that time, Lu was just thinking about whether the two words of the emperor could shine in the Russian world cup two years later, and let the whole world see the men's clothing brand from China.

It is no easy task for a brand to reach the stage of the world cup. Before October 2017, the world cup sponsor level was divided into two levels, with different sponsorship thresholds and powers at each level. The first tier is FIFA sponsors, who can enjoy all the advertising rights and marketing rights of all FIFA's tournaments. Adidas, Coca-Cola, Hyundai / KIA, Qatar Airways, VISA and Wanda Group belong to this category.

The second tier is the sponsor of the world cup, enjoying the sponsorship rights directly related to the world cup. 6 brands like Budweiser, McDonald's, Hisense, VIVO and Mengniu are all sponsors of the Russian World Cup. The industry to invest in the world cup sponsors will be huge. Take the Chinese company VIVO as an example, the company won the world cup sponsorship in 2018 and 2022, with an analysis of up to 100 million dollars. Wanda Group, which is the main sponsor of FIFA, will only invest more.

Not only is the sponsor's investment huge, FIFA is also very critical about the choice of the brand, and there will be strict prohibitions on similar commodity categories. After studying the terms of the world cup sponsor carefully, Lu's business and consulting team found it difficult to advance the sponsors. Despite this, Lu has remained concerned about the progress and changes in the Russian World Cup sponsor policy in the past two years.

Until last October 17th, Chinese enterprises took the double-edged sword to win the exclusive agency right of the Russian World Cup sponsors in Asia for 44 million US dollars. At that time, Lu felt that the opportunity for emperor to rush to the Russian World Cup was coming. Jiang Lizhang, President of the double-edged sword, is a friend of Lu for many years. 9 years ago, Lu came to the bird's nest through a double-edged sword and boarded the Italy Super Cup. In the past few years, emperor and double-edged sword have been doing well in sports marketing.

Caption: FIFA strategic sales officer Franck GUIGNERY: "emperor card" is constantly innovating in the spanformation of the times, and is the most influential Chinese clothing brand. This is consistent with FIFA's open, progressive, innovative and dynamic values. "

Things are easy to learn. In May 31, 2018, the emperor signed a formal contract with FIFA, a business sponsor of the Russian World Cup. The imperial card has also become the world's first commercial real estate brand sponsored by the official FIFA world cup area.

Before that day, Lu and his team went through 15 days and nights of overtime work. "In these fifteen days, sometimes our whole team can only rest for 2 hours a day. There are a lot of documents to write, and many details to communicate. " Lu led a working group to be stationed in Shanghai. He said FIFA was very detailed about the details, and FIFA had spent more than a month to check the Emperor International before going to Shanghai.

When a preliminary cooperation intention is reached, we often have to communicate with each other on a small issue. FIFA headquarters in Europe, the working group of the World Cup project team often has to work across Europe's dual region in Europe time.

Deep integration of imperial business dress and World Cup logo

In June 7th, the emperor held a press conference for the sponsor of the Russian World Cup. FIFA strategic marketing officer Frank, double-edged sword President Jiang Lizhang visited the scene, showing the high recognition and importance of emperor card. Frank spoke highly of the emperor's cards at the press conference. He said that the emperor's men's clothing was constantly innovating in the spanformation of the times. With the international operation thinking, outstanding brand concept and leading industry's R & D capability, it stood out in the fiercely competitive men's wear market. This is consistent with FIFA's open, progressive, innovative and dynamic values.

However, it is only a week away from the opening of the world cup in Russia. "We signed the whistle, but it does not mean that the value will shrink." Lu said that the emperor has launched a series of marketing strategies for the world cup. For this world cup, the imperial card has released 2018 sets of special custom suits. This series of products integrates the imperial business formal dress with the 2018 FIFA World Cup logo. "The designer of this suit is a 68 year old top designer." Lu said that each set will be hand sewn by a senior tailor. Each garment needs 3-4 people to work together, and the garment is top-grade. Fabric And general anesthesia, with gold thread suture, is of great value in collecting.

This is the first time that China's clothing brand has been so closely related to the world cup. This is the first time that Chinese clothing brands have made IP binding with the world cup for the first time. At the conference site, Lu gave Frank, the FIFA strategic sales officer, the No. 0001 World Cup commercial dress, which is believed to be permanently stored in the Museum of FIFA in Switzerland. Lu also invited Frank to sign on the No. 2018th business dress. He said that the No. 2018th formal dress will be permanently collected in the imperial Museum of culture.

As a sponsor of the Russian World Cup Asian region, the imperial card can get a series of official interests such as exposure of events, billboards, LED big screen display, media interviews, background display, sponsorship ticketing, IP use rights and so on. At the same time, they also have the right to use official data, image materials and the 360 degree promotion service of the world cup.

A few days later, Lu will fly to Moscow for a series of activities such as the FIFA conference and the opening ceremony of the world cup at Ludi Nicky stadium. He will witness the appearance of the emperor in the opening of the world cup. He told friends around the world that from June 14th, 64 World Cup events, everyone can see the emperor's advertisement on the LED big screen rolled on the sidelines. According to the planning of emperor card, they will increase investment and marketing in several media fields through the sponsorship of the world cup. The influence and business revenue will be increased.

Sports marketing philosophy of "lane changing and overtaking"

Lu is a "post-80s generation". Many employees call him "boss Lu" in private. Lu, 15, went abroad to study in Singapore. He is also a EMBA graduate of Xiamen University. He is also more willing to describe him as "commander in chief" and "scholar handsome". He is not a football enthusiast. He doesn't play football regularly, nor is he a football star's fan.

Caption: the vice president of Dadi group and Lu Yi, the president of the imperial card, "looking at the international market, the absence of national brands is a clam that every Chinese can't forget. Thank you very much for FIFA's opportunity to cooperate with us. China's imperial card has become the world's top card through the best stage of the world cup.

"You can't imagine, I am the number one fan of a football coach." He said the football coach is the Manchester United club's coach - "maniac" Mourinho, "I began to worship Mourinho when he was the head coach of Chelsea. His temperament is very much like our emperor's brand. Open and wild, full of ambition. It can be said that the success of the interpretation of the character of men. In 2009, why did emperor card sponsor the Italy Super Cup? Lu also did not deny that Mourinho was the manager of the international Milan club.

Lu has deliberately signed Mourinho as the spokesman for the emperor card. In 2009, the Italy super bowl of the bird's nest was an opportunity, when Lu was able to face the lunatic at close distance. "It's a pity that Mourinho lost the game. He was in a bad mood and could not put forward a spokesman." Lu said with regret.

Since then, sports marketing has been rooted in Lu's management philosophy. In 2010, the emperor appeared in the NBA regular season.

In 2016, the imperial card became the official sole suit of the Beijing holding football club. In 2017, the emperor became the official sponsor of the Chongqing SW team.

Lu Yu compares the way of sports marketing to "changing the road and overtaking". In the field of business formal dress, more brands are obsessed with entertainment marketing. "We didn't walk this way, Kris Phillips, Quan Ren, BEYOND Yip Sai Wing, we all invited." Lui said a little bit of self mockery. "The top tier celebrities are being turned off. We have to" change the road to overtake "from sports marketing. However, in the future, we will continue to try different cross-border cooperation with more entertainment stars and business celebrities.

In the view of LV, sports and formal dress are not incompatible, but they are mutually beneficial. All kinds of events, such as balloting ceremony, opening ceremony and other formal activities dinner, everyone must be dressed in formal dress. Formal dress has made the perfect figure of athletes better display, and let everyone see "men's multifaceted". On the NBA team, coaches, trainers, and club officials are often called "uniform groups". They need to wear formal clothes all the time. In August, Lu will go to Jakarta to participate in the torch relay of the Asian Games this year. He said they are working together with the 31st degree to provide the formal dress for the Jakarta Asian Games.

"The future imperial card will focus more on the sports field, and our investment in sports marketing will account for 70% of the total investment." Lu said that the Russian world cup is only a location of the plan, and his goal has been aimed at the 2020 Tokyo Olympic Games, when the emperor card will probably bloom in the Olympic Games.

In June 11th, Lu Yi, the president of the imperial card, flew to Moscow to attend the FIFA World Cup welcome dinner and attend the opening ceremony of the world cup. He personally witnessed the appearance of the emperor's brand in the world cup.

On the evening of June 11th, the FIFA World Cup welcome dinner, Emperor Lu, President of the world cup, took photos with FIFA president Infantino.