Evergrande Promotes High-end Brand of Mineral Water
On the morning of the day after winning champion of AFC Champions League, Lippi, Figo, Hierro and Lang Ping, head coach of Chinese women volleyball team, all showed up together in meeting hall of Evergrande center. While attending the release conference of “Evergrande Spring”promoted by Evergrande, these four important guests will also be global promotion ambassador of Evergrande Spring.
In the finals of AFC Champions League held on November 9, Evergrande quietly changed chest ad on shirt for AFC Champion League: Evergrande Spring occurs not only players’ clothes, but also that of staff, in addition, championship celebration shirt, which is prepared in advance and wore by all people after wining the champion, is also printed with these four characters. On site of celebration ceremony held thereafter, Identifying element of “Evergrande Spring”appeared publicly for the first time, and it can be seen almost everywhere, of which, however, Evergrande Group made no official explanation.
Many problems about “Evergrande Spring”were answered on the release conference of Evergrande Spring, which, in the following year, will appear on the chest ad of Evergrande football team, and Evergrande Spring thus becomes the only designated drinking water as well.
What’s worth mentioning is that, suspense-revealing type marketing strategy of Evergrande Spring, which is adopted step by step, will also become a classical case of commercial new product release. Besides, in promoting Evergrande Spring shockingly on championship ceremony of AFC Champions League, which attracts wide attention in Asia, and in the world, by taking advantage of such elements as sports and music & dance, Evergrande has created the most successful event marketing case.
The employment ceremony of Evergrande Spring’s global promotion ambassador was held on the same day as new product release conference, and Lippi, head coach of Guangzhou Evergrande football team and Evergrande football school, Lang Ping, head coach of Chinese women volleyball team and Guangdong Evergrande volleyball club, Figo, former FIFA world player, and Hierro, caption of the Spanish team and Real Madrid, were employed.
Lippi and Lang Ping, who are coach of world champion, enjoy worldwide reputation in football and volleyball circles, while Figo and Hierro, as superstar of Real Madrid, had won numerous reputation. All four of them have been coaching or living in Europe and/or America, thus having special understanding of habit and concept of drinking water at home and abroad. They suggested that, they have been paying attention to drink high quality water, whether as coach or player. And in their opinion, European and American people pay more attention to drink high quality natural mineral water, for they they think it has large effect on the health level, while domestically, concept of Chinese people is relatively weak on this. But it’s to be believed that, the appearance of Evergrande Spring, mineral water extracted from Changbai Mountain, will lead more people to pay attention to drink healthy water and have a healthy life.
Lippi, coach of Guangzhou Evergrande football team, suggested that, Evergrande Spring is the major fast moving consumer goods promoted by Evergrande, and it is to be believed that, which, in being successfully listed, will help Evergrande Group gain more achievements.
(Journalist: Yu Jing and Song Ci)