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"China is first in China, second in the world!" Chinese brands are all over the European Cup, these giants are hot!

北京时间6月15日凌晨，2024欧洲杯在德国慕尼黑打响揭幕战。在这一备受世界关注的体育盛会上，出现了多家中国企业的身影，“中文刷屏欧洲杯”成为热搜。

海信“世界第二”再刷屏

在本届欧洲杯上，最为显眼的中国品牌，当属在赛场边打出“中国第一、不止于世界第二”的$海信家电 (00921.HK)$。据了解，作为足球赛事的“常客”，海信是2024欧洲杯官方赞助商，并且这已是海信第三次出现在了欧洲杯赛场上，这也是海信第五次赞助世界顶级足球赛事。

近年来，海信“中国第一、世界第二”的口号备受热议。据公开报道，2022年，海信喊出了“世界第二，中国第一”的口号，并以全球出货量同比增长18%的数据，成为首个年累出货量全球第二的中国电视品牌。

据奥维云网全渠道监测数据显示，在国内市场，2023年海信系电视零售量占有率为26.86%，零售额占有率为29.05%，均高居行业第一；在98英寸及以上大屏市场，海信系电视量额占比双第一。

在海外市场，根据Omdia数据，2023年，海信系电视海外出货同比增长13.9%。另据市场调研机构奥维睿沃发布的数据，2024年1—4月，海信电视出货量市场份额达到14.26%，稳居世界第二。

据海信方面介绍，截至今年5月，海信电视500+美元以上产品同比增长101%；海信冰箱500+美元以上产品同比增长91%，海信德国公司年累销售额同比提升52%。在整体的欧洲市场，海信电视今年第一季度出货量增长35.9%，跑赢行业，销售量占有率位居中国企业第一。

此外，在本届欧洲杯德国与苏格兰的首场比赛中，海信VAR助理裁判技术给出本届欧洲杯首张红牌与首粒点球，这一时刻的品牌露出受到关注。

据《全球TV品牌出货月度数据报告》，今年以来，电视行业呈现结构升级驱动规模增长的特征。今年第一季度，全球整体彩电市场下降了0.8%，但欧洲等海外重点市场保持持续增长。同时，85英寸、100英寸大屏电视市场增长较快，推动了产品结构升级。

港股市场上，今年年内家电板块涨势较优，$家电股 (LIST1236.HK)$板块今年以来实现反弹超40%。个股方面，年初至今，$TCL电子 (01070.HK)$上涨154.51%，海信家电上涨99.58%，$海尔智家 (06690.HK)$涨30.39%。

比亚迪、速卖通首次加入

本届欧洲杯，有5家中国企业成为欧洲杯官方赞助商，创下了史上最多赞助商的新纪录，分别为：$比亚迪股份 (01211.HK)$、速卖通、支付宝、海信和vivo。

据了解，本届欧洲杯期间，比亚迪新能源汽车将作为官方用车，为赛事提供绿色出行服务。同时，比亚迪将携多款车型亮相比赛场馆和官方球迷广场。值得一提的是，这是欧洲杯自1958年创立以来，首次由中国汽车品牌担任官方最高级别的汽车类赞助商。此前，这一角色一直由德国大众担任。

速卖通则成为是欧洲杯首个电商赞助商，欧洲杯期间，速卖通将为全球消费者提供优惠的商品折扣、互动游戏玩法以及包括比赛门票在内的惊喜奖品等。根据欧足联官方此前表示：“速卖通是全球领先的线上零售平台，我们将紧密合作，为今年夏天的足球盛事提供全新数字体验。”

支付宝方面，早在2018年，支付宝就与欧足联达成了为期8年的全球合作伙伴关系，包括2020、2024两届欧洲杯，四届欧洲国家联赛决赛，以及期间全部的欧洲杯预选赛和世界杯欧洲区预选赛等。

此外，家电企业TCL近日也宣布成为2024年西班牙、意大利、德国、波兰、斯洛伐克5支国家队的官方合作伙伴。厨卫品牌$万和电气 (002543.SZ)$则宣布成为爱奇艺体育2024欧洲杯转播合作伙伴。

品牌赞助吸金能力几何？

近年来，欧洲杯赛事吸金能力显著。据欧足联2016年财报，2016年欧洲杯在商业赞助和授权上总共获得收入4.83亿欧元，占到赛事全部收入的25%。另据“Football Benchmark”网站数据，2020年欧洲杯的赞助和授权收入约5亿欧元。

2024年欧洲杯的赞助金额尚未披露，但根据过往数据粗略估算，5家中国企业每家至少向欧足联支付4000万—5000万欧元，才可以跻身这13个席位之一。

品牌赞助的赚钱效应几何？以海信为例，2016年首次赞助欧洲杯的海信在赛后当年欧洲市场销量平均提升近35%，其中法国（2016年欧洲杯主办国家）本土销售增长近300%。

此外，中国品牌赞助海外赛事也被视为是开拓海外市场增量的好机会。比亚迪此前对外表示，希望“打造中国新能源汽车出海新标杆，带领中国新能源汽车‘驶’向全球”。

编辑/tolk

On the early morning of June 15, 2024 Beijing time, the opening game of the 2024 European Cup was held in Munich, Germany. At this highly anticipated sports event, there were many Chinese companies, and "Chinese-language dominates European Cup" became a hot search topic.

Hisense "World No.2" Makes a Splash Again At this year's European Cup, the most prominent Chinese brand is the one that displayed "China No.1, More Than World No.2" on the sidelines. Hisense Home Appliances (00921.HK). It is understood that as a regular participant in football events, Hisense is the official sponsor of the 2024 European Cup, and this is the fifth time that Hisense has appeared on the European Cup stage and the fifth sponsorship of the world's top football events. In recent years, the slogan "China No.1, World No.2" for Hisense has caused a lot of discussion. According to public reports, in 2022, Hisense shouted the slogan "World No.2, China No.1", and with the year-over-year growth of global shipments by 18%, it became the first Chinese TV brand with the second largest shipping volume in the world. According to Ovum's all-channel monitoring data, Hisense TV retail sales volume share and retail sales share in the domestic market in 2023 were 26.86% and 29.05% respectively, both ranking first in the industry; in the market for 98 inches and above large screens, Hisense TV volume and share of revenue rank first. In overseas markets, according to Omdia data, Hisense TV overseas shipments increased by 13.9% year-on-year in 2023. In addition, according to market research agency Ovum's data released, Hisense TV's market share of shipments in the first four months of 2024 reached 14.26%, ranking stable at second place in the world. According to Hisense, as of May this year, sales of Hisense TV products priced 500+ US dollars grew by 101% year-on-year; sales of Hisense refrigerators priced 500+ US dollars grew by 91% year-on-year, and sales of Hisense Germany increased by 52% year-on-year. In the overall European market, Hisense TV's shipping volume increased by 35.9% in the first quarter of this year, outperforming the industry, and its sales volume share ranks first among Chinese companies. In addition, in the first match of Germany vs Scotland in this year's European Cup, the Hisense VAR assistant referee technology gave the first red card and the first penalty of this year's European Cup, which attracted attention to the brand. According to the "Global TV Brand Monthly Data Report", this year, the TV industry has shown a characteristic of scale growth driven by structural upgrading. In the first quarter of this year, the global overall color TV market declined by 0.8%, but overseas key markets such as Europe maintained continuous growth. At the same time, the large-screen TV market for 85 inches and 100 inches is growing rapidly, which is driving the upgrade of product structure. On the Hong Kong stock market, the home appliance sector has performed well this year, and the home appliance sector (BK1236.HK) has rebounded by more than 40% since the beginning of this year. In terms of individual stocks, TCL Electronics (01070.HK) has risen by 154.51% since the beginning of the year, Hisense Home Appliances has risen by 99.58%, and Haier Smart Home (06690.HK) has risen by 30.39%. BYD and AliExpress have joined the European Cup for the first time. There are five Chinese companies that have become official sponsors of the European Cup in this year's event, setting a new record for the most sponsors in history, namely: BYD, AliExpress, Alipay, Hisense, and vivo.

At this year's European Cup, the most prominent Chinese brand is the one that displayed "China No.1, More Than World No.2" on the sidelines.$HISENSE HA (00921.HK)$It is understood that as a regular participant in football events, Hisense is the official sponsor of the 2024 European Cup, and this is the fifth time that Hisense has appeared on the European Cup stage and the fifth sponsorship of the world's top football events.

In recent years, the slogan "China No.1, World No.2" for Hisense has caused a lot of discussion. According to public reports, in 2022, Hisense shouted the slogan "World No.2, China No.1", and with the year-over-year growth of global shipments by 18%, it became the first Chinese TV brand with the second largest shipping volume in the world.

According to Ovum's all-channel monitoring data, Hisense TV retail sales volume share and retail sales share in the domestic market in 2023 were 26.86% and 29.05% respectively, both ranking first in the industry; in the market for 98 inches and above large screens, Hisense TV volume and share of revenue rank first.

In overseas markets, according to Omdia data, Hisense TV overseas shipments increased by 13.9% year-on-year in 2023. In addition, according to market research agency Ovum's data released, Hisense TV's market share of shipments in the first four months of 2024 reached 14.26%, ranking stable at second place in the world.

According to Hisense, as of May this year, sales of Hisense TV products priced 500+ US dollars grew by 101% year-on-year; sales of Hisense refrigerators priced 500+ US dollars grew by 91% year-on-year, and sales of Hisense Germany increased by 52% year-on-year. In the overall European market, Hisense TV's shipping volume increased by 35.9% in the first quarter of this year, outperforming the industry, and its sales volume share ranks first among Chinese companies.

In addition, in the first match of Germany vs Scotland in this year's European Cup, the Hisense VAR assistant referee technology gave the first red card and the first penalty of this year's European Cup, which attracted attention to the brand.

According to the "Global TV Brand Monthly Data Report", this year, the TV industry has shown a characteristic of scale growth driven by structural upgrading. In the first quarter of this year, the global overall color TV market declined by 0.8%, but overseas key markets such as Europe maintained continuous growth. At the same time, the large-screen TV market for 85 inches and 100 inches is growing rapidly, which is driving the upgrade of product structure.

On the Hong Kong stock market, the home appliance sector has performed well this year, and the home appliance sector (BK1236.HK) has rebounded by more than 40% since the beginning of this year.$Home Appliances (LIST1236.HK)$In terms of individual stocks, TCL Electronics (01070.HK) has risen by 154.51% since the beginning of the year, Hisense Home Appliances has risen by 99.58%, and Haier Smart Home (06690.HK) has risen by 30.39%.$TCL ELECTRONICS (01070.HK)$Hisense Home Appliances has risen 99.58% since the beginning of the year.$HAIER SMARTHOME (06690.HK)$Increased by 30.39%.

This year's European Cup has five Chinese companies that have become official sponsors of the European Cup, setting a new record for the most sponsors in history, namely: BYD, AliExpress, Alipay, Hisense, and vivo.

In this year's Europe Cup, five Chinese companies became official sponsors, setting a new record for the most sponsors in history. They are:$BYD COMPANY (01211.HK)$- AliExpress, Alipay, Hisense and Vivo.

Byd company limited's new energy autos will serve as the official vehicles of the current UEFA Euro championship, providing green mobility services for the event. At the same time, Byd will showcase multiple models of its cars at the event venues and official fan squares. It is worth mentioning that this is the first time that a Chinese auto brand has served as the official top-level auto sponsor of the European Championship since it was founded in 1958. Previously, this role was held by Volkswagen of Germany.

Alibaba's AliExpress has become the first e-commerce sponsor of the European Cup. During the European Cup, AliExpress will provide global consumers with discounted commodities, interactive games, surprise prizes including match tickets and more. According to UEFA's official statement: "AliExpress is a leading online retail platform in the world, and we will work closely together to provide a new digital experience for this summer's football event."

In addition, TCL, a domestic appliance manufacturer, has recently announced that it will be the official partner of Spain, Italy, Germany, Poland, and Slovakia in the 2024 European Championship. Guangdong Vanward New Electric Corporation, a kitchen and bathroom brand, has also announced that it will be the broadcast partner of iqiyi sports for the 2024 European Championship.

What is the earning power of brand sponsorship? In recent years, the European Championship has shown significant earning power. According to UEFA's 2016 financial report, the 2016 European Championship received a total of 483 million euros in commercial sponsorship and licensing, accounting for 25% of the event's total revenue. According to data from the Football Benchmark website, sponsorship and licensing revenues for the 2020 European Championship were approximately 500 million euros. The sponsorship amount for the 2024 European Championship has not yet been disclosed, but based on past data, it is estimated that five Chinese companies will each have to pay UEFA at least 40-50 million euros to secure one of the 13 sponsorship positions. $Guangdong Vanward New Electric (002543.SZ)$Guangdong Vanward New Electric Corporation has announced that it will be the broadcast partner of iqiyi sports for the 2024 European Championship.

What is the earning power of brand sponsorship?

In recent years, the European Championship has shown significant earning power. According to UEFA's 2016 financial report, the 2016 European Championship received a total of 483 million euros in commercial sponsorship and licensing, accounting for 25% of the event's total revenue. According to data from the Football Benchmark website, sponsorship and licensing revenues for the 2020 European Championship were approximately 500 million euros. The sponsorship amount for the 2024 European Championship has not yet been disclosed, but based on past data, it is estimated that five Chinese companies will each have to pay UEFA at least 40-50 million euros to secure one of the 13 sponsorship positions.

What is the earning power of brand sponsorship? Based on rough estimates from past data, five Chinese companies will need to pay UEFA at least 40-50 million euros to secure one of the 13 sponsorship positions for the 2024 European Championship.

What is the earning power of brand sponsorship? Taking Hisense as an example, the Chinese electronics company that sponsored the European Championship for the first time in 2016 saw a roughly 35% average increase in sales in the European market. Sales in France, which hosted the European Championship in 2016, increased by nearly 300%.

In addition, Chinese brand sponsorship of overseas events is seen as a great opportunity to expand overseas markets. Byd has stated publicly that it hopes to "create a new benchmark for Chinese new energy cars going abroad and to lead Chinese new energy cars 'out' towards the global market."

Editor/tolk

The translation is provided by third-party software.

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