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The Olympic marketing activities were forced to stop, the market structure was trapped again, the globalization of the brand was delayed, and the vision of “Ali becoming the new digital brain of the Olympics” was temporarily difficult to realize. = “https://mp.weixin.qq.com/s/PTb3rXPGc1ApCKSggmmaTA”> “pole Business review” (ID: jdsy2020) , author: Hong paint.

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Editor / Scar Scar

Alibaba ’s 2020 Tokyo Olympics strategy, which landed half a year in advance, had to press the pause button because of the global outbreak of the new crown pneumonia epidemic.

On March 24, after Canada and Australia successively announced their refusal to form groups to participate in the Tokyo Olympics, the International Olympic Committee issued a statement saying that the assessment of the impact of the new crown pneumonia epidemic on the Tokyo Olympics will be completed in the next 4 weeks, and a decision will be made then Including the possibility of postponing the Olympics. Subsequently, Japanese Prime Minister Shinzo Abe proposed to the International Olympic Committee President Bach that the Tokyo Olympics be postponed for one year. (Latest news: International Olympic Committee announces extension of 2020 Tokyo Olympic Games for 1 year to next summer)

In fact, no matter whether the Tokyo Olympics is still held as planned, this Olympic Games has been severely affected by the epidemic, and host cities, sponsors, broadcasters and partners will face huge losses-according to the Japanese institution first The Life Economy Institute predicts that the economic loss caused by the postponement of the Olympic Games will exceed 3.2 trillion yen (about 206.6 billion yuan).

This includes Alibaba. As one of the TOP sponsors of the International Olympic Committee, it is reported that the sponsorship cost of Alibaba will be no less than 800 million US dollars, equivalent to about 5 billion yuan.

With insurance, money loss is only the most insignificant aspect. For Ali, the greater impact is not only that the Olympic marketing activities that were originally planned to be carried out closely are forced to stop, the market structure such as Taobao Live Broadcast is scrambling to be trapped, the globalization of the brand is delayed, and even “Ali has become a new digital Olympic Games. The “brain” vision is temporarily difficult to achieve.

01 Force-suspended Olympic marketing

▲ In 2017, Jack Ma and the Chairman of the Olympic Committee Bach unveiled the joint logo stone carving

“At present there is no impact, and the plan is still implemented as planned for the Olympics.” On March 24, an Alibaba insider told Extreme Business Review (jdsy2020). In her opinion, because Ali’s cooperation with the Olympic Games is long enough, not only this summer Olympic Games, Ali has the ability to minimize the impact.

However, another insider from Ali said that he would need to wait for the official official news of the Olympic Games before he can judge the next move.

As of now, Alibaba has not disclosed the total funds it has invested in the Tokyo Olympics. In January 2017, Jack Ma and the International Olympic Committee Chairman Thomas Bach shook hands and announced that Ali had a total investment of no less than 8 100 million US dollars, defeated Amazon in cloud computing and electronic products, joined the ranks of Olympic TOP partners, sponsored for ten years, covering the three winter games of 2018-2028 and the Summer Olympics, becoming the longest one-time cooperation period in the history of the Olympic Games TOP agreement.

Ali has since set up an Olympic team, led by Alibaba’s Chief Marketing Officer Dong Benhong (famous name Zhang Wuji). The Pingchang Winter Olympics, Tokyo Olympics, and Beijing Winter Olympics work on three fronts. In February 2018, the second day of the Pyeongchang Winter Olympics, Alibaba Science and Technology Museum opened, and Ma Yun personally attended and spoke.

The Tokyo Summer Olympic Games originally scheduled to be held in July and August this year will naturally be the top priority. On December 16, last year, Ali started Olympic marketing in Tokyo six months in advance and launched the “Tmall Tokyo 2020 Olympic Marketing” project. Dong Benhong proposed a small goal of “500 million people participating in the Olympic interaction” on the spot.

Although Taobao Live, Flying Pig, and Youku all participated, Tmall was the main carrier to achieve the small target of 500 million people. According to Dong Benhong’s later memories, the International Olympic Committee in Lausanne, Switzerland in September 2016 At the headquarters, when Ali and the International Olympic Committee held the first official talk about TOP sponsorship, it was he who took out his mobile phone to open Tmall live broadcast, and the far east had many thousands of live broadcasts late at night, which moved the headquarters of the International Olympic Committee Ministers.

Therefore, at the launching ceremony, Tmall announced that it had reached the 2020 Olympics in-depth marketing cooperation plan with hundreds of top brands. At that time, according to the plan, from the launch to the opening of the Tokyo Olympics, marketing of various rhythms will become very intensive, and Ali will deploy all resources to create an allin effect.

But the sudden outbreak, even if the Olympics are not postponed, Ali’s Olympic marketing plan has long been forced to disrupt or even terminate-according toIt is understood that all offline marketing activities have been cancelled since mid-January. At present, there is still no hope of recovery given the global epidemic situation. Of course, once the Olympic Games is postponed, it will only restart in early 2021.

Alibaba ’s public relations and publicity have also been terminated due to out of date. The last news about Ali Olympics marketing PR is as of January 16th. Ali will launch “Alibaba Cloud Gallery” creative activity at Narita Airport in Tokyo, Japan. Since then, the epidemic has suddenly emerged. Whether this creative activity will be held as scheduled is currently impossible know.

The brands that have been suspended are also those who have in-depth marketing cooperation plans with Ali. “Tmall encourages merchants to do cross-border marketing. If there was no epidemic, the merchants could have invested their own resources to produce cross-border marketing related to Olympic marketing resources.” A Tmall seller doing sports goods said that they had planned a A series of marketing activities, but now these plans have been terminated, the boss can only regret that at least this year this opportunity has been lost. The problem is that it is not known whether this year’s economic environment will allow the company to wait until next year.

Once the Olympic Games are postponed, the predictions of many research institutions will also fall through—some research data show that the scale of sports marketing will be close to 60 billion yuan by 2020, and the five-year compound growth rate will exceed 25%. In terms of income, Ali was also profitable, but whether it can maintain this growth rate after 1 year is actually unknown.

▲ Ma Yun and the Chairman of the Olympic Committee Bach

02. Alibaba Cloud ’s first step has been delayed

With the inevitable delay of the Tokyo Olympics, Youku, Flying Pig, and Taobao Live in the Alien Olympics strategic packaging plan will not only face adjustments, but also add many variables to the future market structure.

Taobao Live, for example. Currently, e-commerce live broadcasts in China are hot, but Douyin, Kuaishou, and Taobao are the three most fierce ones. Douyin includes Li Jiaqi and Beef Brother, and Kuabao has Sanda and Simba. Taobao has Weiya and Li Jiaqi. There is also a gossip that Luo Yonghao signed 80 million Taobao live broadcasts, but in general the three did not decide the final victory. Originally, Taobao live broadcasts could use the huge advantages of the Tokyo Olympic Games to open the gap with fast players and vibrato, but now they are still To be caught in the e-commerce live scuffle.

In comparison, Youku and Flying Pig may be more dangerous. Youku has long launched a series of Olympic-related columns, such as the “Championship” just opened”Education” live broadcast in the third quarter, the Olympic extension will be difficult to continue this live broadcast, and Youku is currently in a disadvantage with the Tencent video, iQiyi contention, when the Olympic Games restart in 2022, what will Youku situation ?

No one knows. After all, China’s Internet arena is so fast-changing and cruel.

The same is true of Flying Pig. Flying Pig originally gathered a series of global travel brands such as Marriott, Disney, Universal Studios, Hilton, Merlin Group, Singapore Airlines, etc., launched a series of activities in an attempt to become a global travel brand- In 2020, the tourism industry will be disastrously affected by the epidemic and the Olympic Games will be postponed. The dream of flying pigs will be difficult to fly at least in 2020.

Aliyun is probably the least affected.

Alibaba Cloud has now become the world’s third largest cloud computing service provider. Its growth rate in 2019 surpassed that of Amazon and Microsoft, and it is accelerating its expansion overseas. Being the number one in the world is Ma Yun’s ambition for Ali Cloud, and it is also one of Ali’s biggest expectations for becoming a TOP sponsor of the Olympic Games. In Ma Yun’s view, cloud computing is the core area of ​​Ali in the next ten years, and the global Olympics will obviously help Ali cloud to go abroad and become a wider cloud.

Due to the exclusivity of the TOP sponsors of the Olympic Games and the importance of cloud to all aspects of the Olympic Games, Alibaba Cloud’s globalization future can still be expected-just to postpone.

Even, perhaps with Alibaba Cloud leading the growth rate of Microsoft and Amazon, and the leading position of no rivals in the country, it has become the world’s number one when the Tokyo Olympics restarted.

I hope so.

▲ Alibaba Cloud grows faster than Microsoft and Amazon

03, How to adjust the internationalization strategy in the next year

In fact, for Ma Yun and his Ali empire, business figures are no longer fully reflected. I hope Ali’s role in the Olympics-Ma Yun always hopes that Ali can not only use digital technology to help the Olympic Organizing Committee build a The digital Olympics are also Ali’s best driver to reverse the international brand image, and toC and toB’s business is going international and younger.

In January 2017, when Ali became a TOP sponsor of the Olympic Games, for Ali, this is obviously a major way to improve the international image, which will greatly help Ali’s international brand image to improve and strengthen international cooperation.