From the end of September to mid-October, tennis events entered “Chinese time”. Three top events, the 2024 China Tennis Open, the 2024 ATP1000 Shanghai Masters and the WTA1000 Wuhan Tennis Open, were staged in Beijing, Shanghai and Wuhan, bringing fans Come and enjoy the game heartily.
The hard-to-get China Open match, the China Derby between Zheng Qinwen and Wang Xinyu, the cross-border competition between Federer, Eason Chan, Fan Zhendong and Zhang Zhizhen… the participation of top international players, the National Day Golden Week holiday and the collective rise of local Chinese players , in this “Chinese time” of tennis, it inspired the enthusiasm of tennis enthusiasts across the country.
The hot market attracts not only fans and tennis enthusiasts, but also an invisible competition between sponsors inside and outside the stadium. International big names compete with local brands. The sponsors’ PK competition becomes more and more fierce. Tennis courts are gradually Transformed into a gold-attracting magnetic field, attracting the attention of the world.
Star players lead the way
Tennis events attract high attention
The previous China Open match coincided with the National Day holiday, attracting a large number of spectators to the venue. On October 1, all tickets of all sizes at the Diamond Stadium and Lotus Stadium were sold out, and the number of spectators at the National Tennis Center reached 44,000. . The number of spectators during the entire competition period is expected to reach 300,000, a 50% increase from last year, and the total ticket revenue exceeds 80 million yuan, a record high.
With the aura of an Olympic champion, Zheng Qinwen’s matches are particularly popular, and the attendance rate for his first show at China Open reached 95%. Official data shows that the total number of spectators at the China Open Park that day was about 39,000, of which the number of spectators at the Central Court exceeded 18,000 throughout the day and over 12,000 in the evening session.
The appearance of star players has greatly attracted the attention of China Open. Eurosport posted photos of the packed diamond stadium on its social media, saying that the attendance rate was comparable to a Grand Slam final.
Discussions about China Net on social platforms are also hot, with 2.87 million related messages, an increase of 94% compared to China Net in 2023; the number of interactions on the entire network is 10.69 million, an increase of 165% compared to China Net in 2023; and the number of topic readings is more It is as high as 4.68 billion, an increase of 428% compared to China Net in 2023. Among the frequently searched topics, there are 102 hot searches related to Zheng Qinwen, accounting for 52%.
As a native of Hubei, Zheng Qinwen’s matches at the Wuhan Open have attracted more attention. According to media reports, at this year’s Wuhan Open, whenever Zheng Qinwen plays, the stadium is packed. For the Chinese Derby between Zheng Qinwen and Wang Xinyu, the attendance rate at the central court reached almost 100%.
I have to say that all of the above are largely due to the “Zheng Qinwen effect”, or Zheng Qinwen’s “Olympic gold medal effect.”
Since winning the women’s singles title at the Paris Olympics, the “Zheng Qinwen Storm” has quickly swept the tennis market across the country and even around the world. Fans have focused not only on the tennis itself, but also on the sweaty, powerful arm lines on the court, and the strong posture when jumping to catch the ball. With his thigh muscles and wheat-colored skin shining under the sun, Zheng Qinwen’s healthy and uplifting image and vigorous vitality are also sought after by fans.
(Discussion on Zheng Qinwen’s healthy image on social platforms, from Xiaohongshu)
As a sport that combines fashion, appreciation and commercial value, tennis has gained rapid popularity and development in China in recent years, its influence has increased year by year, and it has attracted the attention and love of more and more fans. At present, domestic tennis enthusiasts are mainly high-educated and high-income people, so tennis has also become an excellent platform for corporate brand marketing.
Sponsors’ “Tennis PK Competition” is in full swing
Statistics from the International Tennis Federation (ITF) show that there are 87.18 million people participating in tennis in the world in 2021. China ranks second with 19.92 million people, second only to the United States, accounting for 22.9% of the world’s total tennis population. At the same time, China also ranks second in the world in terms of the number of tennis courts, reaching 49,800.
The booming tennis market has accelerated the commercial layout of major brands, and the enthusiastic sponsorship of commercial brands is pushing tennis courts to gradually transform into gold-absorbing magnets. According to media reports, before the start of this year’s China Open, the tournament director of the China Open announced that all sponsors and partners had been fully booked.
Among these sponsors, there are not only sportswear brands, but also many consumer goods companies such as the freshly made tea brand Bawang Chaji. For brands, allowing contracted athletes to directly appear in events wearing branded apparel is the greatest exposure, but this rule does not apply to some consumer goods companies.
(Bawang Cha Ji appears at the China Open)
Consumer goods companies are more likely to establish contact with athletes by sponsoring events or operating related events, and use the image of athletes to form the concept output of the brand, enhance the brand’s image among the athletes’ inherent fans, deepen the experience of fans, and then expand Brand influence.
Taking lululemon as an example, it expands its brand influence by holding frequent offline events, including the Vancouver SeaWheeze Half Marathon held annually since 2011, or the London Hot Sweat Festival aimed at promoting British fitness, as well as domestic The “Heart Expands China” yoga activities have attracted many sports enthusiasts to participate.
At the same time, with sports enthusiasts as the core circle, a unique community has been formed in the health and fitness market. Through the core customer group, it resonates with everyone, and the loyal customer group further undergoes fission, radiating outward in the form of a brand circle. , to obtain more customer groups.
Holding hands with Zheng Qinwen
Overlord Cha Ji promotes the road to health upgrade
Promoting sports and healthy living through event-based and community-based operations is becoming a way for more brands to communicate with loyal consumers.
During this year’s China Open, Bawang Tea Ji became the exclusive partner of the 2024 China Open. This is also the first ready-made tea brand to cooperate with the China Open. In addition, the brand has also won titles such as the official tea drink of the Wuhan Open, the designated sponsor of the Shanghai Rolex Masters, and the official sponsor of the Ningbo Tennis Open.
Across the country, Bawang Chaji also joined hands with Zheng Qinwen to launch the “CHAGEE Tennis Season” activity, with a view to deeply linking sports events with healthy tea drinks.
The holding hands between Bawang Cha Ji and Zheng Qinwen can be traced back to the Australian Open competition in early 2024. At the beginning of the year, Zheng Qinwen won the Grand Slam runner-up at the Australian Open. Zheng Qinwen’s self-disciplined training lifestyle and fighting spirit for sports competition coincide with the healthy, active lifestyle and global development goals that Bawang Cha Ji has always advocated.
Therefore, Bawang Tea Ji sent an invitation to Zheng Qinwen as a “health ambassador”. In April 2024, Zheng Qinwen became the first “health ambassador” of the Bawang Tea Ji brand, and the two parties established a long-term cooperative relationship.
In recent years, Bawang Tea Ji has continued to launch innovative health product concepts. It has not only established the product health standards of “no artificial flavors added to the tea base, 0 trans fatty acids in the whole cup, and 0 milk creamer”, but also pioneered the “product ID card”, “Health Calculator” discloses product information such as caloric value and GI value.
On February 29, 2024, Bawang Chaji stores in Shanghai fully implemented the “Nutritional Choice” logo, becoming the first tea brand in the country to use a nutritional grading system.
While actively promoting product upgrades, Bawangchaji also actively promotes healthy lifestyles. In September last year, Bawangchaji and Keep jointly launched the “100 kcal for Bawangchaji” challenge. In June 2024, Bawang Chaji gathered 7 world-class athletes to form a health ambassador team. At the same time, it launched the “CHAGEE TOGETHER·Sports Together” offline series of activities and the “Tea Friends Community CHAGEE CLUB” interest community, inviting consumers to participate in fun sports project.
Since the World Tennis Championships entered China, Bawang Chaji has joined hands with Global Health Ambassador Zheng Qinwen to launch the “CHAGEE Tennis Season” event across the country, meeting friends with tea and balls, allowing consumers to experience the healthy power of Oriental tea while experiencing sports. .
(2024 Wuhan Open Bawang Tea Ji Pop-up Store)
(Supported by the 2024 Shanghai Masters Overlord Cha Ji event)
(Audiences experience tennis interactive games at the Ningwang Chaji pop-up)
Zheng Qinwen’s focus and love for tennis, as well as his healthy and confident professional image, not only inject new vitality into Bawang Cha Ji, but also provide consumers with a deeper value recognition.
Zheng Qinwen went from Shiyan, Hubei to the top of world tennis; Bawang Chaji was born in Kunming and is now blooming in many places across the country. Industry data shows that Bawang Chaji has opened more than 5,000 stores in more than 30 provinces across the country.
Committed to exploring the modern genes of oriental tea drinks, promoting the healthy upgrading of modern tea drinks, and the inheritance and innovation of tea culture, Bawang Tea Queen’s next step is to bring a cup of modern oriental tea to consumers in more than 100 countries and regions around the world.
Just as sports can transcend national boundaries and cultural languages, tea has the same charm. Bawang Cha Ji, as a young new generation oriental tea brand, is eager to leverage the international influence of young Chinese athletes to allow the brand to go abroad and connect more people. As the world friend of Oriental Tea Party, Bawang Tea Queen not only has a cup of good tea, but also allows the world to appreciate the health, vitality, self-confidence and self-improvement of Chinese enterprises and Chinese young people.
Reference material: People’s Daily “China Open, driving the development boom of tennis in China”
Beijing News “Bawang Cha Ji becomes the exclusive partner of China Open 2024”
Yangcheng Evening News “”Zheng Qinwen Effect” drives China’s tennis boom”
Sino-Singapore Jingwei “Looking at Brands in the Olympics｜Zheng Qinwen and Overlord Cha Ji’s “Two-way Rush””
Growth Black Box “10,000 words crack lululemon’s five major mysteries, how does it break the brand circle”
Data News Editor: Chen Hualuo
New media design: Miao Qihui
Proofreader: Li Lijun
Can Zheng Qinwen’s popular tennis sport create the next Lululemon? — Beijing News
From the end of September to mid-October, tennis events entered “Chinese time”. Three top events, the 2024 China Tennis Open, the 2024 ATP1000 Shanghai Masters and the WTA1000 Wuhan Tennis Open, were staged in Beijing, Shanghai and Wuhan, bringing fans Come and enjoy the game heartily.
The hard-to-get China Open match, the China Derby between Zheng Qinwen and Wang Xinyu, the cross-border competition between Federer, Eason Chan, Fan Zhendong and Zhang Zhizhen… the participation of top international players, the National Day Golden Week holiday and the collective rise of local Chinese players , in this “Chinese time” of tennis, it inspired the enthusiasm of tennis enthusiasts across the country.
The hot market attracts not only fans and tennis enthusiasts, but also an invisible competition between sponsors inside and outside the stadium. International big names compete with local brands. The sponsors’ PK competition becomes more and more fierce. Tennis courts are gradually Transformed into a gold-attracting magnetic field, attracting the attention of the world.
Star players lead the way
Tennis events attract high attention
The previous China Open match coincided with the National Day holiday, attracting a large number of spectators to the venue. On October 1, all tickets of all sizes at the Diamond Stadium and Lotus Stadium were sold out, and the number of spectators at the National Tennis Center reached 44,000. . The number of spectators during the entire competition period is expected to reach 300,000, a 50% increase from last year, and the total ticket revenue exceeds 80 million yuan, a record high.
With the aura of an Olympic champion, Zheng Qinwen’s matches are particularly popular, and the attendance rate for his first show at China Open reached 95%. Official data shows that the total number of spectators at the China Open Park that day was about 39,000, of which the number of spectators at the Central Court exceeded 18,000 throughout the day and over 12,000 in the evening session.
The appearance of star players has greatly attracted the attention of China Open. Eurosport posted photos of the packed diamond stadium on its social media, saying that the attendance rate was comparable to a Grand Slam final.
Discussions about China Net on social platforms are also hot, with 2.87 million related messages, an increase of 94% compared to China Net in 2023; the number of interactions on the entire network is 10.69 million, an increase of 165% compared to China Net in 2023; and the number of topic readings is more It is as high as 4.68 billion, an increase of 428% compared to China Net in 2023. Among the frequently searched topics, there are 102 hot searches related to Zheng Qinwen, accounting for 52%.
As a native of Hubei, Zheng Qinwen’s matches at the Wuhan Open have attracted more attention. According to media reports, at this year’s Wuhan Open, whenever Zheng Qinwen plays, the stadium is packed. For the Chinese Derby between Zheng Qinwen and Wang Xinyu, the attendance rate at the central court reached almost 100%.
I have to say that all of the above are largely due to the “Zheng Qinwen effect”, or Zheng Qinwen’s “Olympic gold medal effect.”
Since winning the women’s singles title at the Paris Olympics, the “Zheng Qinwen Storm” has quickly swept the tennis market across the country and even around the world. Fans have focused not only on the tennis itself, but also on the sweaty, powerful arm lines on the court, and the strong posture when jumping to catch the ball. With his thigh muscles and wheat-colored skin shining under the sun, Zheng Qinwen’s healthy and uplifting image and vigorous vitality are also sought after by fans.
(Discussion on Zheng Qinwen’s healthy image on social platforms, from Xiaohongshu)
As a sport that combines fashion, appreciation and commercial value, tennis has gained rapid popularity and development in China in recent years, its influence has increased year by year, and it has attracted the attention and love of more and more fans. At present, domestic tennis enthusiasts are mainly high-educated and high-income people, so tennis has also become an excellent platform for corporate brand marketing.
Sponsors’ “Tennis PK Competition” is in full swing
Statistics from the International Tennis Federation (ITF) show that there are 87.18 million people participating in tennis in the world in 2021. China ranks second with 19.92 million people, second only to the United States, accounting for 22.9% of the world’s total tennis population. At the same time, China also ranks second in the world in terms of the number of tennis courts, reaching 49,800.
The booming tennis market has accelerated the commercial layout of major brands, and the enthusiastic sponsorship of commercial brands is pushing tennis courts to gradually transform into gold-absorbing magnets. According to media reports, before the start of this year’s China Open, the tournament director of the China Open announced that all sponsors and partners had been fully booked.
Among these sponsors, there are not only sportswear brands, but also many consumer goods companies such as the freshly made tea brand Bawang Chaji. For brands, allowing contracted athletes to directly appear in events wearing branded apparel is the greatest exposure, but this rule does not apply to some consumer goods companies.
(Bawang Cha Ji appears at the China Open)
Consumer goods companies are more likely to establish contact with athletes by sponsoring events or operating related events, and use the image of athletes to form the concept output of the brand, enhance the brand’s image among the athletes’ inherent fans, deepen the experience of fans, and then expand Brand influence.
Taking lululemon as an example, it expands its brand influence by holding frequent offline events, including the Vancouver SeaWheeze Half Marathon held annually since 2011, or the London Hot Sweat Festival aimed at promoting British fitness, as well as domestic The “Heart Expands China” yoga activities have attracted many sports enthusiasts to participate.
At the same time, with sports enthusiasts as the core circle, a unique community has been formed in the health and fitness market. Through the core customer group, it resonates with everyone, and the loyal customer group further undergoes fission, radiating outward in the form of a brand circle. , to obtain more customer groups.
Holding hands with Zheng Qinwen
Overlord Cha Ji promotes the road to health upgrade
Promoting sports and healthy living through event-based and community-based operations is becoming a way for more brands to communicate with loyal consumers.
During this year’s China Open, Bawang Tea Ji became the exclusive partner of the 2024 China Open. This is also the first ready-made tea brand to cooperate with the China Open. In addition, the brand has also won titles such as the official tea drink of the Wuhan Open, the designated sponsor of the Shanghai Rolex Masters, and the official sponsor of the Ningbo Tennis Open.
Across the country, Bawang Chaji also joined hands with Zheng Qinwen to launch the “CHAGEE Tennis Season” activity, with a view to deeply linking sports events with healthy tea drinks.
The holding hands between Bawang Cha Ji and Zheng Qinwen can be traced back to the Australian Open competition in early 2024. At the beginning of the year, Zheng Qinwen won the Grand Slam runner-up at the Australian Open. Zheng Qinwen’s self-disciplined training lifestyle and fighting spirit for sports competition coincide with the healthy, active lifestyle and global development goals that Bawang Cha Ji has always advocated.
Therefore, Bawang Tea Ji sent an invitation to Zheng Qinwen as a “health ambassador”. In April 2024, Zheng Qinwen became the first “health ambassador” of the Bawang Tea Ji brand, and the two parties established a long-term cooperative relationship.
In recent years, Bawang Tea Ji has continued to launch innovative health product concepts. It has not only established the product health standards of “no artificial flavors added to the tea base, 0 trans fatty acids in the whole cup, and 0 milk creamer”, but also pioneered the “product ID card”, “Health Calculator” discloses product information such as caloric value and GI value.
On February 29, 2024, Bawang Chaji stores in Shanghai fully implemented the “Nutritional Choice” logo, becoming the first tea brand in the country to use a nutritional grading system.
While actively promoting product upgrades, Bawangchaji also actively promotes healthy lifestyles. In September last year, Bawangchaji and Keep jointly launched the “100 kcal for Bawangchaji” challenge. In June 2024, Bawang Chaji gathered 7 world-class athletes to form a health ambassador team. At the same time, it launched the “CHAGEE TOGETHER·Sports Together” offline series of activities and the “Tea Friends Community CHAGEE CLUB” interest community, inviting consumers to participate in fun sports project.
Since the World Tennis Championships entered China, Bawang Chaji has joined hands with Global Health Ambassador Zheng Qinwen to launch the “CHAGEE Tennis Season” event across the country, meeting friends with tea and balls, allowing consumers to experience the healthy power of Oriental tea while experiencing sports. .
(2024 Wuhan Open Bawang Tea Ji Pop-up Store)
(Supported by the 2024 Shanghai Masters Overlord Cha Ji event)
(Audiences experience tennis interactive games at the Ningwang Chaji pop-up)
Zheng Qinwen’s focus and love for tennis, as well as his healthy and confident professional image, not only inject new vitality into Bawang Cha Ji, but also provide consumers with a deeper value recognition.
Zheng Qinwen went from Shiyan, Hubei to the top of world tennis; Bawang Chaji was born in Kunming and is now blooming in many places across the country. Industry data shows that Bawang Chaji has opened more than 5,000 stores in more than 30 provinces across the country.
Committed to exploring the modern genes of oriental tea drinks, promoting the healthy upgrading of modern tea drinks, and the inheritance and innovation of tea culture, Bawang Tea Queen’s next step is to bring a cup of modern oriental tea to consumers in more than 100 countries and regions around the world.
Just as sports can transcend national boundaries and cultural languages, tea has the same charm. Bawang Cha Ji, as a young new generation oriental tea brand, is eager to leverage the international influence of young Chinese athletes to allow the brand to go abroad and connect more people. As the world friend of Oriental Tea Party, Bawang Tea Queen not only has a cup of good tea, but also allows the world to appreciate the health, vitality, self-confidence and self-improvement of Chinese enterprises and Chinese young people.
Reference material: People’s Daily “China Open, driving the development boom of tennis in China”
Beijing News “Bawang Cha Ji becomes the exclusive partner of China Open 2024”
Yangcheng Evening News “”Zheng Qinwen Effect” drives China’s tennis boom”
Sino-Singapore Jingwei “Looking at Brands in the Olympics｜Zheng Qinwen and Overlord Cha Ji’s “Two-way Rush””
Growth Black Box “10,000 words crack lululemon’s five major mysteries, how does it break the brand circle”
Data News Editor: Chen Hualuo
New media design: Miao Qihui
Proofreader: Li Lijun
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