The World Cup is very hot, but not all home appliances companies can enjoy the benefits of cheese. In particular, some home appliance companies want to pass the 'rubbing the ball' and the 'hype concept'. The end result is 'flood in the bamboo basket'.
The homogenization of products and the homogenization of services have brought about a serious homogenization of the newly-emerged methods of sports marketing. In the Chinese home appliance industry, most of the company’s innovation slogans rang loudly, but in fact the most important thing is the spirit of innovation. On the eve of the 2018 'World Cup', Chinese household appliance companies took the opportunity to open up an unprecedented amount of sports marketing, but it highlighted the seriousness of homogenization of means and content.
Starting from Sony and Samsung, global home appliance brands have become world-class top-level events that have become a shortcut to enhance brand image and spur terminal sales. In particular, since Hisense sponsored the European Cup in 2016, global awareness and sales have increased significantly, making Chinese home appliance brands more attractive. With the cooperation of large-scale sports events, in the end, Hisense used the 2018 Russia World Cup to usher in a big commercial explosion.
Since last April, Hisense Group has announced that it will become the official sponsor of the 2018 Russia World Cup, and Gree and Midea will increase their propaganda through successful bidding for venues. Companies that have not become official sponsors like TCL, Changhong, Meiling, Companies such as Wanhe have achieved cooperation through different national teams or players to open up their brand reputation.
Chinese household electrical appliance companies are catching up with the sports marketing express and opening the 'World Cup mode' is actually a reaction to the pessimistic sentiment of the household appliance terminal market this year. Affected by real estate control, raw material prices, weather and other factors, this year the home appliance market industry as a whole Not as good as last year. According to data from third-party agencies, retail sales of 29 home appliances such as color TV sets, refrigerators, freezers, washing machines, air conditioners, range hoods, and gas stoves declined in January, February and April, and they fell 0.2% year-on-year. % to 2.5%. The worse the market, the more demanding the marketing level.
Cooperation cases with international large-scale sporting events abound, and the closest colleague is Hisense TV. It is reported that after Hisense sponsored the European Cup in 2016, its popularity in 11 countries increased by 6%, and Q2 sales also increased in that year. More than half. And there is a kind of argument that saves the time for the Hisense brand to convince overseas consumers for 5-8 years. Especially with the upgrading and internationalization of home appliance consumption, through the World Cup marketing, there is considerable international and domestic brand image and market. s help.
However, it is clear that not all sports marketing can achieve the desired results. The first is the issue of costs. The decline in the profits of the household appliance industry is an indisputable fact. Sponsorship of world-class sporting events is very costly and the risks are naturally high. On the other hand, it is The gambling is serious in the marketing method, and the traces are deliberately imitated.
In the home appliance marketing of the World Cup recently, Vantage released the 'France team wins, Vantage retired' advertisement, stating that if the French team wins the title, the company will purchase the Vantage's “Winning Package” from June 1st to June 30th. After the full refund, Meiling and Wanhe also joined the marketing war. The Belgian player Meiling had won the championship and purchased certain models from the bill. Wan He replaced the 'bet' with the Argentine team. The promotion will return to ', 'The player won 50% discount on shopping for gold boots' and 'Argento wins million and free single' activities.
There is only one World Cup championship, and the largest number of people who are exempt from the bill is single. Moreover, most of the consumers who buy products are not betting on whether they are exempt from paying orders. What they care more about is always product value and brand premium. So even if they catch the 'World Cup' Sports marketing trains are not allowed to operate, and the achieved results will be unsatisfactory.
The serious homogenization of this year's World Cup marketing is also a microcosm of competition among Chinese home appliance companies. Lack of true personalization and differentiated innovation, products, services and even marketing all rely on imitation. The way of copycat is difficult to win the hearts of consumers. It is also why China's home appliance industry has fewer disruptors and frequent price wars. The seemingly lively World Cup marketing is actually very difficult to have terminal benefits. This also sounds the alarm for home appliance companies: No innovation will never have a way out.