LETV sports and JDB reach strategic cooperation to explore new thinking of sports marketing

2016 ushers in the "new year" of sports. LETV sports, which has the most event copyrights in the world, preempted the exclusive copyright of the Chinese Super League in 2016 and 2017 seasons in domestic new media. The marketing value of the event under high attention is self-evident. In addition to the strong copyright strength of sports content, LETV ecosystem has formed ecological synergy for content in many aspects, such as hardware (multi terminal broadcasting platform), upstream and downstream operations of events and venues, value-added services, etc. LETV ecosystem has supported LETV sports in "IP operation + content platform + intelligence + Internet services". LETV sports has achieved multi terminal coverage and full screen linkage, occupied the living room and other core scenes, and successfully subverted the traditional sports value chain

In addition to the live broadcast copyright, famous sports media people such as Liu Jianhong, Huang Jianxiang and Zhan Jun have become the symbols and spokesmen of LETV sports; In terms of the game watching experience, LETV sports studio has implanted 3D vision technology to restore the stadium in the studio, directly interpret the stadium according to the real-time game conditions, guide technical analysis, and improve the game watching experience; In addition, LETV uses the interaction between sub ecosystems to layout around IP, such as LETV super helmet, 360 degree panoramic live broadcast, LETV TV, LETV sports cloud service, etc. in addition, it also innovates the interactive experience of watching the game through the newly acquired Octopus TV and Souda football

And JDB is also the first to introduce the "mobile Internet +" strategy into the herbal tea industry, forming a marketing closed loop of Internet + herbal tea + JDB, and creating the first herbal tea industry ecosystem. This coincides with LETV sports, which has always adhered to the ecological concept

In 2016, the marketing strategy of JDB group focused on the exposure of sports related brands, shifted from the title variety show to sports marketing, and broke the traditional forms of hard advertising. LETV sports and JDB jointly innovate the form of advertisement implantation in the live broadcast and information of top-level events, so as to realize the seamless connection between content marketing and events. The breakthrough strategic cooperation between the two sides is bound to create phenomenal sports marketing influence

Tan Jingying, senior vice president of LETV ecological marketing, believes that LETV sports has occupied the marketing highland of the sports industry in 2016, surpassing the naming and exposure mode of traditional live sports events in terms of brand marketing; LETV sports will give the JDB brand full participation and interaction at the content level, and said that LETV sports is willing to work with JDB group to create a new way of sports marketing

Pangzhenguo, Secretary of the Party committee of JDB group, pointed out that "JDB will carry out strategic cooperation with LETV sports this time, and will occupy the position in the 'Olympic year' through the new mode of 'Internet +' sports, and consolidate its position in the industry with the help of brand communication." When JDB chooses LETV sports, on the one hand, it will directly seize the domestic live broadcast entrance of global sports events. At the same time, it will combine LETV sports ecological power to achieve strong correlation between the event content, JDB brand and users, and accurately reach the target consumer group of golden jar JDB

editor: Yvette