Why does Qoros choose ITTF World Championships as a start?

Undoubtedfully, Qoros was a car brand without any recognition in China market. After the ITTF Championships, the spectators passed by the exhibition and asked about the cars

Yesterday, the ITTF World Championships came to an end. As the title sponsor, Qoros seldom support sports events before. In the award ceremony, the vice president who is in charge of marketing and sales, Sun Xiaodong presented the trophy to the winners.

It was the fifth time for ITTF World Championships to come to China, Qoros officially became the title sponsor in 2013. Qoros was named as the official car supplier, the company launched a series of campaigns in order to spread the event and table tennis.

But people may ask why Qoros likes to sponsor ITTF World Championships instead of other events. The head of Qoros explained that with two points, firstly, the performance of China Team. China won most of the table tennis titles in past 20 years. China Team definitely has the bigger chance in the World Championships. Secondly, the popularity of table tennis. There are millions of people play table tennis as a hobby in China, also millions of eyes would be drawn to the matches during the Championships.

According to the data, the company has to spend 20 million to boost the popularity for 1%. Sports marketing is a good fit for automobile which absolutely means a lot for the car companies.

As a newcomer, Qoros focused on the quality of the cars, but still could not sell well. In 2014, Qoros sold 6867 cars in total.

This February, Qoros was trying to reposition their products by hiring new heads.

“After The ITTF World Championships, Qoros will aid to spread table tennis in China in the future. We did not squander any money in advertising before, the Championships is going to be a perfect start.” Sun said.