Hongxing Erke Was Kicked Out By North Korea.

Wu Rongzhao, the chief shot officer of the North Korean football team, touched the whole world with tears in front of him. While watching the world cup in front of the TV set, there was no impulse for tears before.

Wu Rongzhao is vice president of Hongxing Erke group, Fujian, China (hereinafter referred to as "Hongxing Erke").

Hongxing Erke has been a sponsor of the Korean team since 2006. If there is no accident, the North Korean team player's logo should have been "Hongxing Erke" instead of Italy's "Legea".

Originally, the choice of DPRK can avoid massive investment in capital, Hongxing Erke can also get the corresponding.

Three years sponsorship

Wu Rongzhao contacted the North Korean team in 2006. Considering that the 2008 Beijing Olympic Games are approaching, Hongxing Erke wants to increase the exposure rate of the brand by sponsoring the national team.

Because some sports powers have been

Wu Rongzhao contacted the North Korean Olympic Committee through the DPRK's representative office in Beijing, because the staff of the Korean Olympic Committee did not have a cell phone in Beijing, and Wu Rongzhao contacted the DPRK team through e-mail generally.

In the course of the contact, it is found that some of the more powerful projects in North Korea are similar to those in China and are likely to compete with the Chinese team. This is undoubtedly good news for Hongxing Erke, because as long as the Chinese team is involved, there will be a considerable number of Chinese audiences to watch, and the exposure rate of Hongxing Erke will increase correspondingly.

There were also several Japanese brands that wanted to sponsor the DPRK.

In the end, Hongxing Erke received a sponsorship contract in November 2006.

Because sports events are full of uncertainty, considering the North Korean team's World Cup qualifying match, in the contract, Hongxing Erke joined such a clause: if the DPRK team entered the 2010 World Cup finals in South Africa, Hongxing Erke had the priority of sponsoring the North Korean national team.

Even in early 2007, Hongxing Erke signed a supplementary agreement with North Korea to sponsor North Korea's soccer. Hongxing Erke sponsored all the national teams in North Korea, including not only men's, women's national football teams, but also youth teams.

"It's not a planet."

With the successful hosting of the 2008 Olympic Games, Hongxing Erke promoted the brand awareness with the appearance of the Korean team.

After the North Korean team entered the world cup, Hongxing Erke wanted to further rely on the event effect to continue sponsoring the North Korean football team.

This time, North Korea obviously has not spoken so well at that time, even if the North Korean team wore the uniform worn by the world cup or Hongxing Erke.

"The North Korean team has had enough since they rushed into the world cup."

"Not only do they think about one of us, they also start to contact other sponsors," Wu Rongzhao said.

In addition to having multiple choices in sponsorship, North Korea's request for sponsors has begun to be harsh.

"North Korea not only began to raise new demands on prices, but also became strong in other demands."

Wu Rongzhao felt that North Korea was getting more and more difficult to communicate: "for example, before designing, we gave them the design of uniforms and the room for negotiation. They also respected our designers.

Because the design of uniforms should not only consider beauty, but also consider the exposure rate of brands, so it is necessary to consult with sponsors, but after entering the world cup, North Korea obviously does not want to discuss.

Hongxing Erke even maintained contact with the DPRK team in March 2010 and April. However, the harsh demands of the Korean team made Hongxing Erke feel "unthinkable".

"We feel that we are not on a planet with North Korea."

Wu Rongzhao said.

"Design is only one aspect. In other respects, we also feel that we can not meet the demands of the North Korean team."

But Wu Rongzhao had no loss of sponsorship to the North Korean team. No one else lost the imagination: "it's all fate. We have no regrets this time without sponsorship."

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Hongxing Erke's sponsorship defeat led to the only chance that the Chinese sports brand, which had the chance to appear on the world cup, eventually "aborted".

Fierce competition

The competition between the 32 teams in the world cup is far less tragic than that of the world cup advertisers.

The world cup is not only a carnival for fans, but also a perfect moment for all brands to compete for the eyeball.

Adidas, who began sponsoring the world cup in 1970, is deeply impressed. Adidas will even sponsor the world cup as one of the most important strategies in all marketing strategies of the company. In the mouth of Li Ling, senior manager of Adidas (China), Adidas has become the world's top brand and has a close relationship with the world cup.

Before each cooperation with the world cup, Adidas will spend 2 to 3 years to make preparations, repeatedly designing, developing and experimentation.

The study of the ball in the world cup cost Adidas one year.

"Facts have proved that every time the world cup can bring a huge business return to ADI, the promotion of popularity can not be calculated."

Li Ling made no secret of the extraordinary significance of the world cup for Adidas.

After FIFA's confirmation, the largest audience was China. In June 12th alone, the Korean team attracted 24 million Chinese TV viewers.

This is a huge eyeball effect. It is also an important reason for many big advertisers to rush in.

Hongxing Erke is well aware of the truth, so Wu Rongzhao sponsored the unknown North Korea before the 2008 Olympic Games.

Choosing the "mysterious journey" of North Korea, not only has no pressure on the capital, but also can achieve the corresponding brand effect. After all, the position of the athlete's chest is the best advertising position, which is rather "opportune".

In addition to sponsoring North Korea in the 2008 Olympic Games, Hongxing Erke began sponsoring 9 teams in Spain's first division tournament in 2007, saying that sponsorship was actually the purchase of advertisements on both sides of the ball on the playing field of the 9 teams in Spain's first division.

Similarly, Hongxing Erke began sponsoring the US NBA in 2007. Unlike PEAK Fujian, which bought all the advertising venues of the US rockets, Hongxing Erke bought only the commercials of the US rockets away from China.

"Our advertising is quite accurate."

Wu Rongzhao was somewhat proud of it, but he had to fall back in the middle of the world cup.

"There are many reasons for this failure to sponsor the DPRK."

Wu Rongzhao said: "we cannot exclude the fact that the North Korea itself is very special, and many things are not resolved in the context of marketization."

Although there was a "priority" clause in the previous contract, Wu Rongzhao decided to give up the claim against North Korea, because the claim was more complicated in two countries, and the "priority" itself was quite vague.

After the failure of Hongxing Erke to sponsor the DPRK National team, DPRK also wanted Hongxing Erke to sponsor other teams, but Hongxing Erke gave up sponsorship of any sports in North Korea.