In the 2004 Autumn Olympics, a male athlete from China made a splash on the track and field, winning the 110-meter hurdles championship with a world record.

Liu Feixiang, the athlete who signed the endorsement for "Qin" by the Chinese group, suddenly became a household name in China and even the world, and became the brightest star in the Olympic team that year.

Two days later, the Chinese women's volleyball team fell behind by a large margin, and the Jedi turned around and staged a tenacious women's volleyball team spirit, and won another gold medal for the Chinese Olympic team.

Unexpectedly, the two Olympic spokespersons of "Qin" performed so well, which made Han Hao, who did not go to the scene to watch the game because of work, cry out for pity.

Originally, he wanted to take his family abroad to watch, but he didn't expect his parents to be happy to go abroad, and he went to Australia once during the 2000 Olympic Games, and the old man felt that going abroad was not fun. They all said that they would wait for the 2008 China Olympic Games to be held and then go to the scene to cheer, so Han Hao followed the old man's wishes. In addition, during this time, he was busy acquiring potential affiliated companies everywhere and did not have time to go abroad.

"China's speed, the first choice for flyers, and China's 'Qin' cheers for the majority of Olympic athletes!"

"Chinese quality, women's volleyball certification, Chinese 'Qin' wishes the majority of Olympic athletes a triumphant return!"

......

On the night of Liu Feixiang's victory, the advertisement of China "Qin" congratulating him on the championship was urgently on the screen of CCTV.

At the same time, after the women's volleyball team won the championship, the "Qin" advertisement broadcast by CCTV was replaced by the spirit of the women's volleyball team.

Luck came, and I really couldn't stop it.

Liu Feixiang's worth has increased dozens of times after winning the championship, and the Zhonghua Group only spent 300,000 endorsements and 500,000 championship bonuses to sign in before, and now there is no 10 million opposing team that will not agree.

"Oh, why did I lose my eyes at the beginning! As long as 200,000 yuan, Liu Feixiang can be signed for a year to endorse, which is really a big loss!"

A director of an advertising agency patted his head and said regretfully.

Treating a hero who has won glory for the country, Han Hao will certainly not be so stingy.

In the name of inviting to shoot an advertisement, Zhonghua Group asked Liu Feixiang to shoot a new car advertisement for Zhonghua "Qin", and offered a remuneration of 3 million yuan as compensation for the previous endorsement fee.

The screen reads as follows:

On the endless runway, ten third-generation "Qin" of various colors are lined up like a hurdle in front. The starting gun sounded, Liu Feixiang started quickly, used his long legs to step over one "Qin" after another, and finally crossed the finish line!"

Coupled with the voice-over: "Life is a leap again and again, leaving the doubts and ridicule far behind - have the courage to challenge and live yourself." Different from the previous straightforward advertising slogans, with the improvement of the brand image, the automobile advertisements of Zhonghua Group pay more and more attention to the resonance of feelings, and use the common appeal to infect and retain consumers.

Thanks to this wave of the Olympics, the number of people who came to China Motor's 4S store to see the car increased by 180%, and the sales of the third-generation "Qin" also increased by 50%. Many people buy cars by name to buy the same car as the Flyer, which is the third generation of "Qin" endorsed by Liu Feixiang.

Liu Feixiang broke the monopoly of Western athletes on track and field straight events, and Zhonghua Automobile also broke the united front of joint venture cars, both of which have a factor of winning glory for the country, so mutual cooperation has laid a good foundation for the hot sale of products.

After the Olympics subsided, another popular international event landed in China in late September.

The F1 Grand Prix, which is highly related to the automotive industry, settled in Hujiang City, and Hujiang Station became one of the official designated race sites for F1.

When it comes to F1, even Han Hao doesn't know much, only that the other party is the most successful automobile race in the world, attracting hundreds of millions of fans every year.

In China, a country where car culture is scarce, I don't know what the future development will be when the world's top automobile events are brought in.

In particular, in order to allow F1 to settle in Hujiang City and build F1 China Station into a city card, the local government came forward to agree to the F1 official annual landing hosting fee of 30 million US dollars, which is the highest bid among all stations in the world. In addition, the annual live broadcast fee of the event is 10 million US dollars, which will be transferred from Hujiang City to CCTV live broadcast free of charge.

As soon as the contract was signed, Sinopec, as the title sponsor of the China station, spent 800 million yuan to bear most of the costs, as well as the world's most advanced racing circuit built at a cost of nearly 2.5 billion yuan, and the annual maintenance fee was 50 million yuan.

According to the investment revenue in 2004, even if the ticket revenue was full, the net loss for hosting the F1 China station that year exceeded 200 million.

The attitude of the Chinese is not bad for money also surprised the Middle Eastern oil-producing countries, and the Bahrain station, which applied at the same time as Hujiang City, only paid 18 million US dollars, which is only half of the Chinese. As for other contracted city sites, the cost is controlled at more than 10 million US dollars, and the arrogance of the Chinese makes other countries ashamed.

The arrival of F1 events in China, which used to be only seen in Sports News, has naturally sparked a wave of craze across the country.

Formula 1 racing is popular in China, tickets are being hyped up at sky-high prices, and of course many are used for PR clients, and Chinese are funky with novelty.

"I'm here to see how Schumacher wins the championship!"

An excited Chinese tourist said to the camera.

"Do you know how many F1 teams are involved, and are you familiar with the rules?"

The reporter who interviewed took the opportunity to ask.

"I don't know, anyway, I support Scuderia Ferrari, long live the king of cars!"

This visitor represents the voice of the vast majority of Chinese who are not familiar with the rules of F1, and today is more of a fashionable show-off.

Ferrari, the king of cars, and Schumacher have become the only knowledge points for many people.

However, this did not prevent the lively Chinese from flocking to watch F1, with 100% attendance over three days, and more than 260,000 people came to watch the speeding F1 races.

F1 is financed by foreign management companies, so there are very few Chinese sponsors at Hujiang Station, and there are global sponsor brands both inside and outside the venue.

China's rapid economic development, especially for hosting the Hujiang race, has led the F1 League to target sponsorship from Chinese companies.

"We expect that China, a large market of more than 1 billion people, will bring more than $100 million in new revenue to our F1 League. Many Chinese companies have expressed their willingness to cooperate with us, and it is expected that more Chinese companies will be seen in the competition next year. ”

As a single-handedly building F1 into a large-scale event alongside the Olympics and the World Cup, Bernie, the head of the company, can be described as full of spring breeze. When talking about the Chinese market, he is full of confidence that F1 has enough reasons to gain new profit growth points in China.

As the car sponsor of the 2008 Olympic Games, the emerging Chung Hwa Group is naturally a target that F1 intends to woo.

As a result, Han Hao got a VIP box ticket to F1 China, and was able to see this sport known as the most expensive in the automotive industry up close.

To support an F1 team, you have to prepare at least 80 million pounds a year, equivalent to a budget of 1.2 billion yuan. Despite the popularity of Formula 1, many small and medium-sized teams face losses of hundreds or even tens of millions of pounds due to the different team records and the ability to attract sponsorships.

In addition to top teams like Ferrari that can remain profitable, many teams are at risk of losing money, so playing F1 is a super money-burning sport.

"For $20 million, you can spend a year on a billboard in that area! If you think it's a little expensive, the other side of the road is a little more remote for $15 million, and they can be seen by fans all over the world!"

In the box, the F1 sales director, who was specially developed for the market, personally introduced Han Hao.

"Of course, you can choose to sponsor the team or the driver directly, but we at F1 will take a commission from that. Like the Ferrari car advertisement, the starting price is $5 million, and you have to wait in line for other customers to exit. ”

Popular F1 teams have a large number of corporate sponsorships and more generous funding for technology research and development, while less well-developed teams receive less sponsorship, making it difficult to maintain the team's day-to-day operations. A team like Ferrari, which is well-known in China, is naturally sought after by sponsors from all stripes. As for a small team like Team Jordan, it is impossible to get sponsors to be interested.

Patiently introducing China's richest man, F1's sales director had no way of knowing what was going on in the young Chinese's mind at the moment.

"I was an amateur racing driver when I was younger, but I rode the bikes that are everywhere in China, and I never imagined that I could race in Formula 1, the fastest car in the world. ”

Han Hao looked at the speeding cars on the track chasing me, and suddenly such a sentence came out.

"But at that time, I was simple and happy, and I preferred to figure out how to modify various types of motorcycles to run faster. ”

Thinking of himself as a young man chasing the wind back then, Han Hao had a smile on his face.

"I can understand the experience, as a kid I used to sneak around in my father's car and race with my friends in private. ”

In order to cater to Han Hao's topic, the sales director also recalled his youth.

In the end, Schumacher, who had high hopes from the majority of Chinese people, was only ranked 12th due to an accident, and his teammate Barrichello won the first Chinese F1 race.

In 2004, less than three years after China's auto market shifted from the bus market to the civilian market, many people saw cars as too far away from their lives.

If the racing market is to mature, it must first develop from civilian cars to a certain stage, and modified cars will gradually rise, and people will begin to be interested in car performance, so they will slowly turn to racing culture.

It can be said that F1 does not have any suitable soil in China, it is nothing more than an illusory mirage.

Therefore, F1 in China is just a carnival of water without a source, and it won't be long before it dries up in the automotive desert. If we want to develop racing culture in China, we have to take another path that combines national conditions.