Marketing Logic Behind Starbucks Relocation and Changan Ford's CSL Partnership

Last week, Starbucks' first store in mainland China, the Beijing Guomao store, closed and relocated. Although Starbucks has consistently stated that the relocation was due to the new location better meeting requirements in terms of space and equipment, the industry generally believes that high rent was a key factor. In recent years, foreign companies have faced rising operating costs in China. Retail giants such as Tesco and Walmart, while experiencing declining profits, have found it difficult to cope with soaring shop rents and have chosen to close stores or relocate.
In terms of leveraging momentum, Changan Ford, after sponsoring the talent show "The Voice of China" last year, signed as a partner of the Chinese Super League (CSL) last Saturday, shifting its brand promotion to the sports arena. While some car brands have sponsored teams, Changan Ford is the first to collaborate with the entire CSL. The brand's president, Marin Burela, stated that the decision to partner with a national-level joint event was based on his understanding that football is an important part of Chinese people's dreams and can resonate strongly with them. Combined with Changan Ford's corporate vision of "achieving dreams," this aligns well with the aspirations of Chinese football fans. Recently, a wave of World Cup team fashion shoots has emerged: the German team posed for HUGO BOSS, and England released promotional photos in M&S suits. The players' tall figures, determined expressions, charming gazes, and long legs not only make female fans scream but also captivate male fans. All this signals the arrival of the 2014 Brazil World Cup. Companies in the automotive industry, including vehicle manufacturers, tire makers, and lubricant producers, are all engaging with football.
Are you a passionate football fan eager to witness the Brazil World Cup? Here's your chance: Continental Tire will launch a series of novel and interactive programs to create a football feast for fans, with some lucky fans getting the opportunity to fly directly to Brazil to watch the World Cup.