The World Cup stadium has always been a legend. In this fierce battle, many home appliance giants are aiming at the traffic effects brought about by huge sports fans, in different ways to catch the World Cup marketing express train.
In fact, not only the World Cup, sports marketing in all kinds of events has become a competitive game for major home appliances companies. In addition to Hisense and the World Cup, these companies include Gree, Midea, Konka, and Little Swan. Or acquire a stake in a well-known sports club, or sponsor sports events, or purchase sports events, enjoying the high exposure of sports marketing.
In February last year, Konka signed a contract with Suning Football Club to become a sponsor for the shirts and shirts in the chest; in the same year, Konka became the official partner in the La Liga China region. Within a year, Konka had two big sports games for the second consecutive year, transforming the high-end market. With the 2017 Snooker World Cup, Little Swan has also made breakthroughs in the management of fans.
The two big white giants Gree and Midea also competed in the distribution of sports marketing. Midea Group has become a partner of China Swimming Association as early as in 2007. Gree Electric also became a partner of the International Ice Hockey World Championships in 2015. Gree People said: 'Greece will choose the right target for the sponsorship of sports events. The international market is an important direction for Gree to open up.'
It is worth noting that Gree and Midea have recently announced that they won the bid for the World Cup stadium project in Russia. Gree claimed that its 'high-efficiency screw-type water-cooled chiller' won the World Cup stadium project and became the only water brand that won the bid for the venue. And Midea also stated that its central air-conditioning has won the bid for air-conditioning projects in 11 venues for the World Cup. At the same time, Midea’s home air-conditioning products have also entered several venues and construction sites at the World Cup in Russia.
This did not spare each other in the marketing of sports. Gree and Midea had a big fight for 'who won the Olympic Games'.
On the eve of the Rio Olympics, Gree announced through the 'Dong Mingzhu from the media' public number that 'Gree Air Conditioning has fully entered various venues in the Rio Olympic Games'. Later, the US side also sung its winning bid for the Rio Olympic Games, emphasizing that Midea has fully won the bid. 15 venues for the Brazilian Olympic Games. Since then, the two sides have argued over the identity of the only air-conditioning company in the Rio Olympic Games.
From opposing each other's 'counterfeiting of national science and technology progress awards', the struggle of talents and technology to the 'Olympic Order' dispute, Gree's and American's 'Rivalry' can be described as ubiquitous.
According to Zhang Jianfeng, deputy secretary-general of the China Household Electrical Appliances Business Association, 'The back of the white giant's dispute is the manifestation of intensified industry competition. Having strong brand strength and numerous resources allows companies to have an advantage in profit and reputation. The giants are bound to There will be intense competition around these superior resources. '