In the list of 32 participating countries in the 2018 Russia World Cup, you can't find the name of China, but this does not hinder the enthusiasm of the Chinese public in the World Cup. In fact, China may be the country with the highest degree of participation in the World Cup – it's just The unique approach of Chinese companies.
The World Cup has not yet officially started. The marketing war around the World Cup has already begun. Nowadays, China's World Cup marketing is full of smoke, revamping, and odd moves.
There are roughly two ways that Chinese companies can use World Cup marketing: One is to cooperate directly with the official organization of the World Cup and become an official sponsor, placing kanban advertisements directly on the stadium. It is said that there are 15 official sponsors for the 2018 Russia World Cup, including 5 From China, Wanda, Mengniu, Hisense, Vivo, Yadi.
The other is marketing by signing teams or players. For example, the famous kitchen and electric company Vantage signed the French national team; Wan He, who is also a kitchen appliance company, signed the Argentine national team, the refrigerator company Meiling, and signed the contract. The national team of Belgium.
TCL directly appointed the Brazilian national team captain Neymar as the global brand ambassador, equal to sponsoring Brazil from the side.
It is not difficult to find that several teams sponsored by Chinese companies are popular teams that win the championship. It can be seen that the eyes of Chinese companies are still quite high.
Of course, there may be a third marketing approach, which is: Neither an official sponsor nor a team or a player, but a way to play the game. '蹭' World Cup heat. Previous large-scale sports events This situation has occurred many times. For example, in the last Rio Olympic Games in Brazil, the Chinese Olympic Committee sent a lawyer's letter to three domestic companies suspected of infringing Olympic intellectual property rights. Obviously, this is a risky way. .
In any case, it is a good thing for Chinese enterprises to awaken their awareness of sports marketing.
Vantage's 'winning the champion's singles' brings a butterfly effect
In general, sports marketing has two main purposes. One is to increase brand awareness, and the other is to promote product sales. However, the ultimate goal is still sales.
For a long time, the most active attitude toward large-scale sporting events is color TV companies. After all, most people watch the game through TV. However, this year, the situation seems to have changed. The intensity and depth of color TV companies participating in the World Cup are not as good as those of kitchen appliances and white electricity companies.
But who should be the most sincere? My opinion is that the team sponsors led by Vantage will link the interests of consumers directly to the World Cup. They will no longer allow the public to play only the roles of the World Cup spectators, but will turn them into benefit-sharing. By.
On May 31st, Vantage published a full-page advertisement in the Southern Metropolis Daily, and the direct publication of the 'France team winning the championship, Vantage's full refund' statement signed by the chairman of the company was tantamount to giving the public an open, formal commitment.
Vantage actually promised: If the French national football team wins the Russian World Cup in 2018, all consumers who purchased Vantage's "Winning Package" between 0:00 on June 1st, 2018, and June 30, 2018, will be purchased according to the purchase. 'Winning package' product invoice amount refund.
The online 'winning package' is a combination of two smoke stoves: one is a model 11089 deep-cavity smoke-free smoke machine + model 10046B left cooking, right-friction cooker, one is a model 11090 slide Screen flash smoke does not stay smoke machine + model 10042B five-speed fine control 4.5Kw large fire cookers. Are the main vanguard of Vantage products.
Lin update is a new spokesperson for Vantage this year. The same day, Vanity’s official Twitter was pushed, and he said, “If Vantage had returned the full amount, I sent 1,000 copies of 'Di Renjie's four kings' movie tickets’. This image spokesperson and business sing and get together, seamlessly.
In my opinion, as the 'first person to eat crabs', Vantage chose to sponsor the French team should be the result of a cautious argument.
On May 17, UBS used the econometric tools usually used to analyze investment opportunities to predict the outcome of this year's World Cup win in Russia. The results showed that the six teams with the highest probability of winning are: Germany. 24%, Brazil 19.8%, Spain 16.1%, England 8.5%, France 7.3%, Belgium 5.3%.
From this point of view, the French team is not only the favourite team to win the championship, but also the team that has the highest probability of winning the championship. With such a team in hand, both the degree of attention and the risk are not particularly high. The balance between interests and risks is just right.
But I tend to think that, in fact, Vantage did a good job of preparing for an exemption. Even if the French team eventually wins, the exemption is another marketing topic, and it can continue to spread. If there is spread, the enterprise is the beneficiary.
However, it should be noted that Vantage signed the French national football team in March this year, earlier than the UBS Group issued a forecast on May 17.
Vantage's 'winning the crown for a single' has produced a butterfly effect.
This does not, on June 4, the Belgian team sponsor Meiling refrigerator also announced that 'Belgium won the title, M free from a single'. On June 5th, Wanhe also joined the 'exempt single' group, promising 'Argentina to win, Wanhe free' .
It seems that the Chinese audience has had a good luck this year. In previous years, watching the World Cup would also be drinking beer and watching games. Watching the World Cup this year may even win a few sets of home appliances and return home to a widowed woman.
Why 'bets' the French team?
Focus on talking about the World Cup 'winning a single,' inventor Vantage this company.
In the first quarter of this year, the market for kitchen and electric power, which has not been seen for many years, has slumped by 6%. Many people worry that the high-speed growth of kitchen power over the years may be gone forever.
However, Vantage still achieved rapid growth. In the first quarter of this year, Vantage Holdings achieved sales revenue of RMB 1.42 billion, an increase of 23% year-on-year. Realized net profit of homebearing of RMB 120 million, an increase of 50% year-on-year. Net income of deductions of non-returned investors was up 55% year-on-year. The main operating indicators in the context of the kitchen and electric appliance industry can be described as rare. Vantage official estimates, in the first half of 2018, the net profit growth of the mother should be 30-50%.
We know that Chinese kitchen appliances are broadly divided into two camps. One is the camp of comprehensive household appliance enterprises represented by Haier and Midea. One is the camp of professional kitchen and electric appliances represented by the boss, Fang Tai and Vantage.
For a long time, people used to think of the boss, Fang Tai, as a representative company of high-end kitchen appliances in China. Vantage is considered to be the closest professional kitchen appliance company. Although there are differences in the scale of sales and brand image between the three companies, Still because the three companies represent the highest level of China's professional kitchen and electric appliances, they are also known as 'kitchen electric Sanjie'.
Seeking truth from facts, there is still a gap between Vantage and its major competitors. This is reflected in the fact that Vantage's development goal is to realize operating revenue of RMB 10 billion in 2019. In 2017, Fangtai has announced that it has achieved revenue of more than RMB 10 billion. At least two years.
The problem is not the size of Vantage's revenue, but because of the aggressive growth of the company. From the official information released at the moment, we have not yet seen the second kitchen appliance company’s revenue and net profit growth for the first quarter of 2018. Indicators higher than Vantage.
Now, the gap between Vantage and its major competitors is that the brand image is slightly weaker. In this regard, the management of Vantage sees very clearly that the thorough establishment of the public perception of 'Vadim high-end kitchen and electric appliances' is a matter of urgency. It will be successful.
Vantage is just like the French team in China's kitchen and electric industry. Young, warm and fashionable, both have similar status in their respective fields: With more energy, there is hope to become the industry leader.
Finally, I would like to remind everyone: Now, everyone is playing marketing with the popularity of the World Cup. Remember that marketing is only a means of business management. Products are fundamental to the survival and development of enterprises. When marketing, do not Forget to continue to improve product competitiveness this fundamental.
