12月17日，世界品牌实验室(World Brand Lab)揭晓了2025年度(第二十二届)《世界品牌500强》榜单，在 这份汇聚全球顶尖品牌的权威榜单中，中国上榜品牌数量已达50个，稳居全球第三。其中，长虹位列第 279位，较2024年跃升4位。 据悉，世界品牌实验室编制世界品牌报告已连续发布22年，长虹作为中国科技制造行业代表品牌，凭借 卓越的AI家电体验、领先的技术创新和强大的品牌影响力，在全球品牌中的位次不断提升。 今年6月，在世界品牌实验室发布的"2025年中国500最具价值品牌"榜单显示，长虹品牌价值达2521.39 亿元，在9月发布的"2025年亚洲品牌500强"榜单中，长虹位列第51位，再创历史新高，这些都为长虹在 世界品牌阵营中的位次提升奠定了坚实基础。 体育为媒：让全球冰雪赛场成为长虹"主场" 在市场竞争日益激烈的今天，品牌影响力已成为企业竞争力的重要组成部分。日前，在由长虹冠名的 2025-2026赛季国际雪联滑雪大跳台世界杯上，随着苏翊鸣夺得金牌，冬日激情再次被点燃。当全球观 众将目光聚焦在这场冰雪盛宴的同时，作为冠名赞助商的长虹，也受到海量用户的关注。 同时，经过多年发展，长虹的体 ...

无论外界对每一代产品有多少批评，苹果都能在营销层面逆转口碑。 很多年前开始，苹果每年都会重复做一个营销主题——「Shot on iPhone（用iPhone摄制）」，但主要集中于平面摄影、广告大片和电影等等。 如今，苹果的策略更加激进，直接来到了赛事转播上。 不久前的MLS杯决赛，上演了一场梅西VS穆勒的大戏，最终迈阿密国际以3比1击败温哥华白浪夺冠捧杯，而版权持有方苹果和联盟一起，打造了MLS史 上规模最大的赛事转播。 不算赛前仪式，在正式比赛进行到10分31秒的时候，出现了全场第一个「Shot on iPhone」镜头，迈阿密球迷在看台加油助威，持续了10秒钟。在近110分 钟的直播中（比赛加庆典），「Shot on iPhone」镜头的露出时间为2.6分钟，占到了2.73%。 据体育产业生态圈观察发现，出现的镜头主要分为两种，一个是看台和球迷（远景和近景）；第二是以贝克汉姆为主的老板、亲友团（中景为主）。每次 出现iPhone拍摄的画面，赛事的右下角都会出现「Shot on iPhone」的字样。 但在这次转播中，最特殊的一点在于iPhone17 Pro Max作为摄影设备，被整合到了整个转播中，全场共 ...

当东方的匠心佳酿与2026年国际足联世界杯（以下简称世界杯）激情相遇，将发生怎样的化学反应？12 月5日晚，在"世界杯"分组抽签前夕，中国白酒龙头企业五粮液面向全球，正式首发四款五粮液 FIFA2026世界杯官方联名产品。一场全程线上直播，在足球名宿范志毅的助阵、丰富的互动福利发放 与亿万球迷的瞩目中，提前点燃"世界杯"的热潮，成功破圈。 图片来源：五粮液 作为国际足联官方联名产品合作伙伴，五粮液此次新品发布不仅是其产品的创新表达，更是其深化全球 化战略、革新品牌叙事、主动拥抱消费时代变迁的标志性事件。携手"世界杯"，五粮液正在将"美酒+体 育"的跨界融合推向一个全新的战略高度，为白酒行业的营销创新与价值拓展，提供了一个极具前瞻性 与引领性的实践范本。 精准卡位世界知名IP，锚定体育营销战略高地 在品牌全球化与年轻化转型的双重挑战下，体育——尤其是被誉为"世界第一运动"的足球，以其巨大的 全球影响力、跨越文化的凝聚力与澎湃的情感能量，成为品牌与世界对话的通用语言。 五粮液此次与国际足联的官方合作，是一次基于长远战略的深度绑定。"世界杯"本身就是一个跨越数月 乃至数年的社会文化热点话题，从分组抽签、资格赛、正赛 ...

Group 1 - The core event of the 2025-2026 season Longjiang International Snow Federation Snowboard and Freestyle Skiing Big Air World Cup concluded in Beijing, with Chinese athlete Su Yiming winning the men's snowboard event [1] - Changhong, as the exclusive title sponsor, showcased its full range of AI home appliance products, marking a shift in its sports marketing strategy from being a mere "official partner" to a deep event co-builder [1] - The event highlighted Changhong's latest technological achievements in display technology and environmental control, demonstrating the performance of home appliances in extreme scenarios [1] Group 2 - Changhong's air conditioning technology was demonstrated, showcasing its full DC inverter technology that can operate stably in ultra-low temperatures of minus 35°C and achieve rapid heating in 60 seconds [2] - The "Kecanting Pro" series features a wind volume of 1880m/h, while the dust-free smart wind LD wall-mounted unit emphasizes "carpet heating" and dust prevention [2] - The marketing strategy combined "sports + e-commerce," featuring live streaming from Changhong's pop-up store with the participation of champions, aiming to connect the event with home life scenarios [2] Group 3 - Changhong's strategic moves in the ice and snow sector include providing special new energy power systems in 2022, partnering with the International Snow Federation in 2023, and acquiring exclusive naming rights for this event, indicating its efforts to accelerate the implementation of "Chinese intelligence" and AI technology in the high-end consumer market [2]

Group 1 - The CBA League's 31st season will commence on December 12, with the regular season reduced from 46 to 42 rounds, aligning game rules more closely with FIBA standards [1][2] - A new "CBA Potential Match" will be introduced, allowing more young players to gain exposure and playing time, which is seen as beneficial for player development [2][3] - The trend towards youth is evident, with 62 out of 339 registered domestic players being first-time registrants, and 197 players born in the 2000s, making up 58% of the total [3][4] Group 2 - The core player mobility is increasing, with notable players like Zhao Rui and Zhang Zhenlin involved in trades, enhancing the quality of transactions [4] - The number of sponsors has decreased from 16 to 14, with some companies exiting and new ones entering, indicating a shift in sponsorship dynamics [4][5] - The league is opening 15 categories for club sponsorship rights, aiming to enhance commercial potential and brand value for clubs [5][6] Group 3 - Several teams have undergone name changes due to sponsorship updates, reflecting the ongoing trend of brand partnerships in the league [6][7] - Alcohol companies are prominent sponsors, with five teams in the CBA and three in the WCBA being sponsored by liquor brands, highlighting the marketing strategy of leveraging sports for brand recognition [6][7] - The future of sports marketing is expected to evolve towards deeper engagement and interaction, moving beyond simple sponsorships to more integrated marketing strategies [7]

伴随着多个俱乐部举办新赛季的出征仪式，中国男子篮球职业联赛（以下简称"CBA联赛"）的第31个赛 季即将开打。 《中国经营报》记者从日前召开的2025—2026赛季CBA联赛新闻发布会上获悉，新赛季将于12月12日 拉开帷幕，常规赛由上赛季的46轮调整为42轮。 同时，比赛规则向国际篮联靠拢，比赛时间由原每节12分钟调整为每节10分钟，并取消原来的短暂停、 一名队员六次犯规离场、某队一节中发生五次犯规处于全队犯满状态等特殊规定。 在赛制内容上，CBA联赛在新赛季继续保持创新。 另外，国内球员交易市场活跃，各俱乐部总计完成国内球员交易48人次，包括转会18人次、自由球员认 领签约17人次、匹配签约3人次、独家签约权转让3人次和租借7人次，交易数量创近三个赛季新高。 最为关键的是，核心球员流动比例持续攀升，涉及赵睿、张镇麟等国字号球员，交易含金量提升。 在赞助商层面，联赛新赛季依然执行五级赞助体系，即官方主赞助商（中国人寿）、官方战略合作伙伴 （李宁）、官方合作伙伴（沙特阿美、DHL、广发银行、TCL、胜牌、伊利）、官方赞助商（百岁山、 卡特彼勒）、官方供应商（金陵体育、美凯地板、全体育、奇正藏药）。 仅从数量上 ...

Core Viewpoint - The article highlights the significant role of Bai Suishan as the official drinking water for the 15th National Games, showcasing its commitment to supporting China's sports development through innovative marketing strategies and a focus on public welfare [1][6][21]. Group 1: Event Participation and Marketing Strategy - Bai Suishan's presence was prominent throughout the National Games, from athlete refreshment stations to audience drinking points, demonstrating its comprehensive event support [1][19]. - The brand executed a multi-faceted content promotion strategy during the event, achieving extensive online and offline coverage [1][4]. - Offline marketing leveraged over 10,000 physical stores of China Sports Lottery, integrating brand image into everyday consumer scenarios [4]. - Online efforts included a "Find Bai Suishan" mini-program and social media campaigns that engaged users through interactive content [4][6]. Group 2: Sports and Public Welfare Integration - The collaboration with China Sports Lottery marked a significant shift for Bai Suishan from a mere sponsor to a builder of a sports public welfare ecosystem [6][14]. - The "Together to the National Games" initiative allowed public participation in sports events, enhancing community engagement [6][21]. Group 3: Brand Philosophy and Product Quality - Bai Suishan emphasizes a strategic investment in brand development, aligning its product quality with the spirit of sportsmanship [7][17]. - The natural mineral water sourced from deep underground contains essential minerals, making it ideal for athletes [16][17]. - Bai Suishan's commitment to quality and environmental sustainability is reflected in its strict water source protection and eco-friendly packaging initiatives [19][21]. Group 4: Broader Sports Engagement - Bai Suishan's involvement extends to international events, including tennis, basketball, and volleyball, showcasing its global sports marketing strategy [10][12]. - The brand has developed a comprehensive sports marketing matrix by sponsoring marathons and youth sports activities [12][13]. - A five-year partnership with Juventus highlights Bai Suishan's commitment to promoting sports culture exchange between China and Europe [14].

Core Insights - The recent National Games held in the Guangdong-Hong Kong-Macao Greater Bay Area was the largest in history, with over 41.1 billion clicks on related reports and nearly 200 million viewers for the opening and closing ceremonies [1] - The event showcased innovative marketing strategies from both official and non-official brands, highlighting the shift from mere exposure to deeper emotional connections with users [17][20] Official Brand Innovations - Major brands are moving beyond traditional rights marketing to create deeper user value [3] - China Mobile's Migu transformed from a content broadcaster to a service partner, enhancing user experience through technology and content, such as immersive viewing scenarios and a commentary matrix featuring Olympic champions [4] - Nike's campaign focused on local culture, using a cooking story to connect sports spirit with Guangdong's culinary traditions, creating a strong local resonance [7][10] - Anta engaged with regional culture by promoting a slogan in Cantonese and incorporating traditional elements in their marketing [10][11] Non-Official Brand Strategies - Non-official brands demonstrated impressive marketing strategies by creatively linking their products to the event [13] - Chow Tai Fook leveraged its identity as a medal designer to merge jewelry craftsmanship with sports glory, achieving effective brand promotion through online discussions [13] - Laoxiangji utilized humor and local language to engage audiences, maximizing impact with limited budgets [14] - Heinz creatively linked its brand with sports by using tomatoes to symbolize athletic movements, effectively aligning its core message with the spirit of the games [14][17] Trends in Sports Marketing - The focus of sports marketing is shifting from mere traffic acquisition to establishing deep emotional connections with users [17] - Technological advancements are enhancing user experiences, as seen with Migu's immersive viewing innovations [18] - Brands must be agile in responding to trends and capturing attention, as demonstrated by Laoxiangji's quick engagement with the "Bay Chicken" phenomenon [19]

对于to B的科技企业而言，体育赛事场景下单纯的品牌露出所面向的终端客户显然难以转化成企业的直接目标客户，转化效率将大打折扣。通 过大型赛事、体育场馆深度合作以塑造品牌专业形象、提升行业影响力才是B端科技企业参与体育营销的有效打法。 北京时间11月22日，在福地特夫摩尔球场斩获7连胜后，蓝军切尔西以一波联赛3连胜，强势进占英超积分榜次席，为迎来带队50场里程碑的主帅马雷斯卡 送上贺礼。与场上的强势表现相映成趣的，则是球队胸前广告赞助谈判的柳暗花明：《切尔西记事报》率先披露，科技巨头甲骨文公司已与切尔西达成合 作协议，蓝军有望在今年内摘掉英超唯一胸前"裸奔"球队的名号。截至发稿时，甲骨文市值高达5666亿美元，创始人拉里·埃里森（全球第二大富豪）身 价达约2749亿美元。 不过据报道，甲骨文的报价"远低于"切尔西方面期望的6000-6500万英镑。尽管BBC体育记者Nizaar Kinsella随后跟进报道，切尔西球衣的胸前"空地"归属 仍未最终确定，俱乐部仍在考虑其他选项，一份不低于5500万英镑的长期协议依然是俱乐部追求的目标。不过从切尔西新近官宣甲骨文的合作伙伴、数字 技术解决方案提供商FPT成为球队袖口 ...

Core Insights - The global TV OEM market is experiencing a decline, with a reported shipment of approximately 30.8 million units in Q3 2025, reflecting a year-on-year decrease of 1.1% [2] - Among the top ten OEMs, only three companies achieved positive growth, while the majority faced declines, particularly leading firms MOKA, MTC, and Changhong OEM [2] Company Summaries - MOKA (茂佳) maintained its position as the leading OEM with a shipment of 4.5 million units in Q3 2025, but experienced a 7% year-on-year decline, indicating growth fatigue. The decline is attributed to weak consumer demand following the reduction of the "trade-in" policy and reduced orders from major domestic brand clients [5] - MTC (兆驰) faced a significant drop in shipments, with 3.5 million units shipped in Q3 2025, marking a 21.3% year-on-year decrease, the largest among leading firms. The decline is primarily due to heavy reliance on the North American market and the impact of sudden tariff policies [5] - Changhong OEM (长虹) reported shipments of 2.9 million units in Q3 2025, down 8% year-on-year. The decline is linked to weak domestic demand and challenges in the Eastern European market due to geopolitical tensions and economic slowdown [6] Industry Overview - The overall slowdown in the TV OEM market is attributed to multiple factors, including geopolitical risks, economic uncertainties, and tariff policy impacts, which have significantly affected the stability of the TV industry and supply chain [6] - Industry forecasts suggest that the global TV OEM market growth will be limited to under 1% for the year, a substantial decrease from the 5.7% growth rate in 2024. However, the upcoming 2026 FIFA World Cup is anticipated to create significant commercial opportunities for the global TV market [6]