With the Russian team kicking off the World Cup with 5:0, the eye-catching feast of sports officially reveled the fans around the world. Although the Chinese football team missed the World Cup, it did not hinder the Chinese fans' love for the World Cup. full.
Unlike the previous World Cup matches, the 2018 World Cup was filled with the taste of China. China’s home appliance companies took the opportunity to open sports marketing splendour unprecedentedly. Up to 7 of the World Cup sponsors came from China.
Chinese home appliance companies in the World Cup
As early as 2017, home appliance companies set off an upsurge of World Cup sponsorship. Last April, Hisense Group announced that it was the official sponsor of the World Cup. China's leading air conditioner company Gree and Midea also joined the World Cup by providing refrigeration solutions to the World Cup. However, China's home appliance World Cup sports marketing grand opening or in May this year began.
On May 30th, Vantage took the lead in the form of a full-page advertisement in the southern city to set off a boom in home appliance business world cup marketing.
Vantage played the 'France team wins, Vantage retired' advertising, said that if the French team won, in June 1st to 30th purchase of Vantage 'crown packages' consumers can enjoy a full refund.
Afterwards, Changhong, Meiling, and Wanhe also followed suit and joined the marketing battle. Sichuan Changhong's offers include discounted goals and promotions, and goal discounts refer to the Belgian team’s purchase of selected items during the World Cup. A one-off offer of 100 yuan, while the promotion offer means that the purchase of designated products can enjoy Belgium's entry into the top 16 at 20% discount, 40% 70% off, 40% off the final, 50% off the discount.
Meiling Electric has played the slogan of 'Belgium winning the M free-for-all', and has promised to purchase the M fresh-food refrigerator online or offline between June 4th and July 3rd to enjoy the Belgian team's advancement. 80% hit 80%, half price in the final, win free promotion. If you buy other models, you can receive 1000 yuan in cash.
Wan He then replaced the 'bets' with the Argentine team, 'returned to promotion', 'played 50% discount for players' shopping boots,' and 'Argento wins million free tickets' to attract consumers.
World Cup marketing value?
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. A large number of fan groups, high light ratings, so that the World Cup has always been the world's major brands compete in the arena of competition .
In today's increasingly rich products, the competition of enterprises has long been not only the competition of products, but also the power of the brand. The more mature the market, the more the credit system invades all levels of society.
Fortunately, in the domestic market, Chinese companies have stepped out of the country to enter mature markets such as the United States and Western Europe. The biggest problem facing them is the issue of corporate credit. Credit is a valuable asset for Chinese brands to become world brands. The World Cup is not just a Sports events in the field have brought together the feelings of many countries and fans. As a result, Chinese home appliance companies have aggressively attacked the World Cup. They have displayed themselves on the stage through various means.
Feelings can bow to bread, but feelings will not be forgotten. The feeling that is not forgotten is the brand. In the process of Chinese brands going to the world brand, it is worthwhile to continue to actively greet the feelings of the power.
At the same time, the high exposure of the World Cup and a large number of fan bases can also open up a thin seam for Chinese companies in these mature markets so that Chinese companies can achieve a foothold in a mature market. Only Chinese home appliance companies can improve their market through marketing. Turn the market's back-feeding into the company's own credit, then the road to a mature market for Chinese home appliance companies is undoubtedly a thoroughgoing journey.
The increasing number of Chinese brands emerging in sports events not only means the rise of Chinese brands, but also represents the self-confidence of Chinese brands, including quality confidence, brand confidence and marketing confidence.
What is different in this World Cup is that this World Cup is very likely to be Messi and Ronaldo's curtain call. The ultimate showdown between the leaders of the two world football teams over the past decade in the top competition has added to this. The highlight of the World Cup will make this World Cup a little more heroic.