3 6 Ke·2025-07-04 11:31Core Viewpoint - The "Su Super" league has gained significant popularity, attracting numerous sponsors and creating a competitive marketing landscape among major players like JD, Alibaba, and Meituan, each employing distinct strategies to engage consumers and enhance brand visibility [1][2][29]. Group 1: JD's Strategy - JD has become the official strategic partner of the "Su Super," engaging in multi-dimensional cooperation that includes event marketing, cultural entertainment, and public fitness initiatives [7][10]. - The partnership allows JD to frequently showcase its brand through event advertisements and live broadcasts, establishing a solid foundation for future marketing activities [7][10]. - JD has launched various promotional activities, such as offering significant discounts on local specialties and food deliveries after matches, which has led to a notable increase in platform consumption [12][15]. - The interactive guessing game for match outcomes has attracted substantial user engagement, with a live event drawing over 1.15 million viewers and generating 135,000 orders [15]. - JD's sales data indicates a remarkable increase in orders, with a tenfold rise in Jiangsu's delivery orders and an 82% year-on-year growth in local specialty sales [27][28]. Group 2: Alibaba's Approach - Alibaba has adopted a "scattered sponsorship" strategy, with its brands like Taobao, Alipay, and Huabei sponsoring various teams, creating a sponsorship matrix that enhances brand visibility [31][50]. - The brands have tailored their marketing messages to resonate with local culture, such as using regional dialects and themes to connect with fans [38][54]. - Alipay reported a 12% increase in offline payment transactions in Jiangsu during the "Su Super," indicating effective integration of payment and consumer engagement strategies [55]. Group 3: Meituan's Tactics - Meituan has not sponsored the league outright but has implemented extensive consumer subsidies across various cities, significantly increasing user engagement and platform usage [62][76]. - The company has introduced themed dining packages and promotional activities that have led to a fourfold increase in orders for "Su Super" themed meals since June [68][71]. - Meituan's data-driven marketing approach has allowed for personalized promotions based on local preferences, resulting in substantial sales growth for specific food items [79]. Group 4: Industry Insights - The "Su Super" has demonstrated the effectiveness of combining regional culture with mass participation in marketing strategies, suggesting that brands should leverage local characteristics to enhance consumer connection [80]. - The evolution of event marketing has shifted from mere brand exposure to a comprehensive ecosystem integration, with companies like JD, Alibaba, and Meituan constructing closed-loop consumption ecosystems [82]. - The rising popularity of the "Su Super" has created a demand for quantifiable marketing ROI, prompting brands to develop multi-dimensional evaluation systems to optimize their marketing strategies [83]. - The competition among major platforms represents a broader struggle for consumer attention and resource integration, highlighting the need for brands to convert short-term engagement into long-term brand equity [85].