Baishuishan Advertising is a master in sports marketing

Since the 2018 Football World Cup, Winter Games and Asian Games, 2019 has once again ushered in a "big year for sports". The Basketball World Cup, which will be held in China for the first time, is approaching . Recently, major events such as the World Women's Volleyball League, China Table Tennis Open, and the French Open are also in full swing. Every reversal, narrow defeat and victory on the field arouses the enthusiasm of the whole nation. The passion of the fans and the huge star effect have caused countless brands to turn to sports marketing, intending to get a piece of the pie.

However, due to the high sponsorship fees, many brands have not achieved much success and the results are mediocre. However, the Chinese brand Baishuishan , which has frequently appeared in competitions, has taken sports marketing to new heights and its performance is remarkable.

Baishuishan & World Women's Volleyball League

Perfect match with the brand, maximize benefits

From the original sports brands to alcohol, beverages, automobiles, home appliances, aviation and other industries, the stadiums are covered with a variety of LOGOs. Compared with other products that cannot be exposed and the sense of incompatibility between alcoholic products and sports events, Baishuishan natural mineral water obviously has a natural fit with the events. With players appearing in the same frame during match broadcasts and drinking Baishuishan frequently, Baishuishan has also gained more frequent exposure. By choosing marketing directions based on product characteristics, Baishuishan has cleverly achieved maximum benefits with the same investment.

Baishui Mountain & Australian Open

Baishuishan & World Women's Volleyball League

Baishuishan & 2019 China Table Tennis Open

Long-term strategy, creating a new brand label

Behind Baishuishan’s outstanding performance in major domestic and international competitions is its years of persistence in sports marketing.

As early as 2009, Baishuishan, which has been deeply rooted in the hearts of the people as the "aristocrat of water", has set its sights on sports with foresight, and has successively cooperated with major events such as the Chinese Women's Volleyball Team, CBA events, Chinese Super League, China Open, Shanghai Open, and China Table Tennis Open. Its repeated appearances have made "special water for events" a new label for Baishuishan in the minds of consumers.

In the 2016 Chinese Super League, Baishuishan's virtual advertisement amazed the audience as the goals were scored; in 2017, the team joined hands with Juventus Football Club, and the images of Cristiano Ronaldo drinking Baishuishan during his transfer were screened countless times. The constantly updated new gameplay has stood out and become a classic case of sports marketing.

Baisuishan & Chinese Super League virtual advertising

Cristiano Ronaldo drinks a lot of Baishuishan at Juventus press conference

Dare to be the first, look to the world

In addition to vertical comparisons with other brands, in the bottled water industry, Baishuishan is also the undisputed number one in sports marketing. Not only has it brought domestic sports marketing to new heights, the pioneering Baishuishan also became the global partner of the Australian Open in 2017, witnessing Federer's 20th Grand Slam and Djokovic's rebirth to win his 15th Grand Slam.

In the same year, the aristocrat of water, Baishuishan, joined hands with the Italian century-old giant Juventus Football Club to provide high-quality drinking water support at the training ground and press conference, appeared in the same frame with superstar Cristiano Ronaldo, and helped Juventus win the Serie A championship for eight consecutive years.

In 2018, we turned our attention to volleyball and basketball, two of the “three major balls”, and became the global partner of the FIVB and FIBA ​​Basketball World Cup. As the competitions got underway, we dominated the entire “Sports Year”.

Starting from sports, from domestic to international, Baishuishan, which puts quality first, has appeared on the world stage with its high-end image and continuously expanded its overseas influence.

Baishuishan & FIBA ​​Basketball World Cup

Centennial Mountain & Juventus Club

The competition field is also a battleground for brands. How to win the audience’s attention becomes the biggest test for a brand. By fully leveraging its product advantages and appearing on the world stage, Baishuishan has developed its own style of sports marketing, taking the lead in the industry and shining alongside international brands such as Nike and Adidas that have been deeply involved in sports for many years.

How did Baisuishan become successful?

The 3w1h, "what, who, where, how" that is often seen in marketing is translated into Chinese as "Who am I, where am I, where am I going, and how do I get there." This marketing theory is mainly to show that the editor has read books and done marketing, and is not just good at writing advertisements.

In fact, why is such a "three-no" brand Baishuishan successful? It's simple. One is the packaging, and the other is the pricing.

Appearance:

When most of the mineral water packaging on the market has a pointed head, a wide tail and a thin waist, the plastic bottles feel soft in the hand, and the labels look earthy when torn off, Baishuishan pioneered the crystal diamond shape of the bottle, which feels similar to glass. It captured the hearts of consumers as soon as it was launched on the market.

Pricing:

While farmers were still arguing with Yilibao about water standards, Baishuishan set its terminal price at 3 yuan. This not only ensures the dealer's profit system, but also satisfies the consumer's psychological upgrade.

In fact, Nongfu Spring also seized the opportunity of consumer upgrading and priced its product at two yuan, leaving its competitors far behind. However, Yilibao also priced itself at two yuan, snatching away the price range of Nongfu, which made Nongfu very angry. This led to an endless war of words between Nongfu and Yilibao.

When the farmer was fighting with Yilibao, Baishuishan had already reached the farmer's head. It is too late for Nongfu to sell water at 3 yuan, because consumers are priced at 2 yuan for Nongfu drinking water and will not accept a price increase from Nongfu. Similarly, it was because of Master Kong’s initial low-price strategy that Uni-President had the opportunity to develop high-end products.

Author: Food Observer

Source: Food Observer