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 Geplaatst: 25-08-2018 11:14:45 Onderwerp: |
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The 2017 Formula One Heineken Chinese Grand Prix kicks off its final race on April 9. Photo: Courtesy of Heineken China
The much expected 2017 Formula One Heineken Chinese Grand Prix ended on April 9 Adam Henrique Jersey , with British racing driver Lewis Hamilton claiming his fourth world championship in the competition in Shanghai, China. As one of the essential sports events annually held in Shanghai, this year's race presents some new features and brings much more fun and surprise to the general public in the Chinese metropolitan.
More than just a race
"The Formula One (F1) is not just a two-hour race with fast cars and the latest technology, but a public carnival that makes the city into a playground. We want to bring the excitement of F1 to the heart of the city," said Jacco van der Linden, the managing director of Heineken China. The brand is the title sponsor of the 2017 Chinese Grand Prix.
Different from previous events, this year's race went beyond the boundaries of the tracks, which are far away from the urban areas, and brings a strong sense of thrill and excitement to the city center. The Yuanmingyuan Lu, an iconic Shanghai landmark near the Bund with historical buildings and rich cultural heritage, was converted into a carnival center.
A series of F1 themed events and activities were held along the road, with music shows, experience zones and exhibition sections attracting the attention from both visitors and citizens. Well-known bands from different counties, including the American hip hop and electronic music group Far East Movement, also gave their performance at the venue. Meanwhile, close interactions between visitors and organizers enhanced the interest and knowledge of the general public toward F1, an international competition that most Chinese are not familiar with.
David Coulthard, winner of 13 Grands Prix, was also present as the ambassador of the Heineken F1 global campaign.
"It is very important to have a grand prix like we have here in Shanghai because in China you have a very important local economy and that's why Heineken chose this as one of two senior partner events," Coulthard said. "It shows the importance of F1 having a good foothold here and building a culture of motor racing to ultimately find the next Chinese Formula One driver."
Talking about the wet weather commonly seen in Shanghai in April, Coulthard said that it offers opportunities for drivers to give exceptional performances, which would add more possibilities to the race.
"The circus in Shanghai is quite away from the city and we are trying to bring it a little bit closer to people," said Linden.
To bring more festival spirit into the city, Heineken also illuminated the Bund skyline by turning the landmarks into its fresh leafy color, including the Oriental Pearl Tower, Shanghai Tower, World Financial Centre, Citibank building and the Aurora building.
"If you look at the Chinese beer market, 27 percent of the global beer market is actually consumed in China, which is an amazing number by itself," said Linden.
According to him, China's beer market has been "maturing" and "going premium" recently, and that about 10 percent of the beer market in the country is premium and the number is still growing, which opens up a huge opportunity for leading global brewers like Heineken.
"As premium grows, tastes evolve and draft become a more relevant proposition. So the Chinese beer market is becoming more and more important and attractive to us," said Linden.
Meanwhile, the brand is also well received in the country. Linden stressed that the Heneiken brand in China has been growing faster than the overall market and that the brand is expanding its brewery in Jiaxing, Zhejiang Province, which is the third Heneiken brewery in China and is the most technologically advanced one that the brand has globally, to increase the output.
Facing the rapid development of China's e-commerce and delivery service industry, Linden commented that the convenience of purchase would become "one of the biggest development in China" in the coming five years and that Heneiken will pay more attention to its cooperation with online stores in China.
"The challenge today is the last mile, because the last mile is quite costly still, but it is just a matter of time before all certain scales are reached and new technology is applied to make that more affordable. I think in this aspect, China is leading in the world and the traditional markets are followers," he said.
Talking about the interaction with F1 and Heineken in Shanghai, Linden said it offers a good chance not only to reach more consumers and interact with them "in a very compelling way," but to strengthen their push of responsible drinking.
"It also offers us a unique opportunity to reiterate our responsible drinking messages," he said. "We do that often, you see outside by (the slogan) 'When you drive never drink.' We cannot be any clearer on that message."
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