"Gao Wen, the 2014 US Open men's singles champion, returned to China for the first time after winning the championship to prepare to participate in the Imperial Capital Open that will kick off next Monday, triggering a pick-up frenzy at the Imperial Capital International Airport..."
According to reports, a total of 1,500 people gathered at the airport. This was the most violent pick-up frenzy at the Imperial Capital International Airport in the past year, and it was even crazier than the attention attracted by most popular artists.
At the same time, the hashtag of Gao Wen returning to China to participate in the competition directly entered the top ten of the hot search list on the social network platform. Just a "participation news" can arouse such sensational attention, which really makes people feel Gao Wen's top popularity.
, a tennis craze is on the rise.
However, this is just the beginning.
At noon that day, Gao Wen attended the launching ceremony of a youth tennis project held by the China Tennis Association. He unveiled the project with Zhang Ze, Zheng Jie and others, and delivered a speech at the ceremony, looking forward to cultivating more tennis talents and growing stronger.
Grow up and support the sky of tennis.
At the ceremony, Gao Wen delivered a speech with the theme of "Dare to Dream and Dare to Chase." Someone at the scene took part of the video with a mobile phone, which sparked heated discussion on social networks. In just thirty minutes, the number of retweets exceeded 100,000.
He got out of the circle easily and won a lot of attention for the project activities.
…
Afterwards, Gao Wen went to a primary school and met Li Na, who officially announced her retirement two weeks ago. They had close contact with the primary school students in the school. Not only did Gao Wen personally come off the court to guide these students to practice tennis; Gao Wen also briefly exchanged moves with Li Na.
After a while, we played an exhibition match.
The primary school scene was mobbed by fans who had heard the news. The turbulent crowd on the three floors inside and outside was even more exaggerated than at the airport.
The exact number of people cannot be counted, but what is certain is that the traffic police arrived at the scene to maintain order. Otherwise, the peak period after get off work is approaching, and the already blocked peak period will be even worse.
Despite this, the bustling crowd at the scene was still in a huge dilemma. After Gao Wen and Li Na left the scene, they were still trapped in place and unable to move. They were blocked for three hours before the surging crowd was successfully evacuated. The video of the sea of people inside and outside was again
once spread on social networks.
…
In the evening, Gao Wen arrived at the "Pants" building and went to CCTV 5 to record a program.
What is very, very surprising is that the fans didn't know where they got the news, and they actually waited outside the studio early. Although the number of people was not that exaggerated, the lively scene of more than 500 people still blocked the entrance to the studio.
Fortunately, due to the small number of people, Gao Wen stopped before entering the studio, had a brief exchange with the fans, and was treated kindly by signing autographs and taking photos. Hai personally expressed his gratitude,
"Thank you for welcoming me home so warmly."
Gao Wen, who changed into his fourth outfit in just one day, was inexplicably trending again. This time, he became the focus of hot discussion because of his fashionable outfit with a hat and T-shirt paired with denim shorts. Some fans were actually very interested.
List all of Gawain's outfits for a day for comparison, and then draw conclusions:
Although he is mainly casual and simple, it is obvious that Gao Wen is a clothes hanger and he also has his own fashion sense and "looks good in anything he wears".
As a result, the label "boyfriend wear" appeared in front of Gao Wen, and the speed at which new models of the same style were launched on Taobao once again made people feel the speed of China, so that people completely forgot the fact that Gao Wen went to the studio to record a program.
In the program, Gao Wen reunited with Zhan Jun and Hu Litao and talked about his career, the incredible two weeks in Flushing, college life, and his original plan before winning the US Open.
We also talked about the earth-shaking changes in just six months.
The recording atmosphere of the entire program was very relaxed. Gao Wen once again showed his humorous and approachable qualities, winning a round of applause from the on-site staff.
…
That night, Gao Wen appeared in Wangfujing again in a suit and tie, where he attended the Rolex signing press conference as the new spokesperson.
Rolex officially announced that they have signed a five-year endorsement contract with Gao Wen. Next, Gao Wen will become the new global ambassador of watches.
Since Nike and Wilson signed contracts with Gao Wen, the entire industry has been paying attention to Gao Wen's next move. Everyone knows that there are not even 100 but 80 sponsorship brands waiting in line for Gao Wen to sign. There is no doubt that it is the most popular brand at the moment.
The hot steamed buns are hot, but Tobias always presses them without releasing them.
This also means that Tobias should be planning a big move.
really!
Rolex stood out from the fierce competition and became the third advertising endorsement company of Gao Wen after he won the US Open championship. The blockbuster news once again stirred up waves, and once again made all people in the industry deeply feel Gao Wen's love.
Popularity boom.
At the press conference, more than 300 reporters gathered to witness this legendary cooperation for the first time——
The difference between the attitude of Nike, Wilson and other professional sports brands is that Rolex has always adhered to a high-end attitude of preferring few to too many spokespersons. Each time the selection of spokespersons is streamlined and streamlined, as few and refined as possible, and shaped with an attitude of excellence.
Brand.
In fact, the connection between watches and competitive sports has always been very close, because time and timing are originally one of the basic principles of sports events. All sports are inseparable from the measurement and reference of time, including football, basketball and other games also require time.
Measurement, it is precisely because of this that top watch brands have reached strategic cooperation with specific sports events, which has always been the benchmark for cross-border cooperation.
Tennis is no exception——
Longines for the French Open, Citizen for the US Open, Rolex for the Australian Open and Wimbledon.
Top watch brands can be seen in the timepieces of the four Grand Slams, including the Masters, Gold Medal, etc., without exception.
At present, Rolex's global market share is well deserved to be at the forefront. It has even ranked first for many years. It has already formed a stable market. Therefore, the brand does not need to open up new markets. It only needs to continuously consolidate the existing market. Endorsements are very important to the brand.
Strategically speaking:
It is not about opening up a new situation, but about further shaping the brand image and brand depth.
Naturally, Rolex has always been cautious about the choice of spokespersons. Often in a sports event, it will only choose the top few; and once a contract is signed, Rolex hopes to create an eternal, long-lasting, and stable image.
Will be easily replaced.
It is precisely because of this that when Rolex announced that they would sign a contract with Gao Wen, all reporters were excited——