On the night of June 14th, in a revelry, the host Russia won 5-0 in Saudi Arabia, creating the biggest opener in history. The 2018 Russia World Cup already opened. In the coming month, the major teams will be in Russia. On the court, although the national football failed to reach the World Cup, but the field, the 'Chinese legion' is in a strong form of battle: Wanhe, Hisense, TCL, Wanda, Vivo. Such as Chinese brand giants, with the 'big gamer' attitude to lift the banner of the World Cup marketing, accelerate the globalization of the brand's output in this football feast.
World Cup 'comes with traffic', 'Pearl River Delta' appliance brand to grab marketing C
According to the latest survey conducted by market research firm Zenith, during the World Cup in 2018, the advertising costs invested by companies in various countries totaled 2.4 billion U.S. dollars. Among them, the advertising investment of Chinese brands reached 835 million U.S. dollars, accounting for nearly 35%. The world ranked first. “With traffic” is naturally a marketing stage for major brands. This year, Chinese brands collectively took over the C position of Russia's World Cup marketing, becoming the largest gold owner, among which the household appliances brands of the Pearl River Delta region represented by Midea, Gree, Hisense and Wanhe. The most eye-catching performance.
Moscow Luzhniki Stadium
The two major giants Gree and Midea battled each other to the Russian arena and both sides started sports marketing. They both won the World Cup stadium project. Gree, its 'efficient screw-type water-cooled chiller' became the winning World Cup venue. The only water machine brand in the United States, and the United States, its central air-conditioning won the bid for the air-conditioning project of 11 venues for the World Cup. At the same time, Midea’s home air-conditioning products also entered several venues and construction sites of the Russian World Cup. The two brands are on the Russian stadium. Made a fierce confrontation with the 'Made in China' gesture.
Look again at Hisense Kelon, whose parent company Hisense Group spent nearly US$100 million to win the official sponsor of the 2018 World Cup. This is Hisense’s pursuit of sports marketing once again after becoming the first Chinese top sponsor in the history of the European Cup in 2016. With Hisense Kelon, who is also located in Shunde, Shunde, Guangdong, he signed the contract to become the official sponsor of the Argentine national football team. He took the lead with a series of innovative marketing techniques.
Million and World Cup Subway Trains
Citizens who have traveled by subway in Beijing, Shenzhen, Zhengzhou, and Nanjing recently believe that many have already met the 'million and World Cup subway trains'. The world of 'green grass and blue sky' in the carriages, posters Messi, Dibala, Di Maria and Iguain’s four star players interacted with Wanhe products. The immersive scene made it possible for passengers to visit the World Cup site. Subway is the most densely populated place in the city. At the time of the fierce opening of the World Cup, Wanhe Bringing a strong World Cup enthusiasm into the subway, this wave of operation, greatly enhance the brand exposure and brand charm.
More and more attention has been given to sports marketing and the vitality of the 'Chinese Legion' brand
Unlike traditional sponsors who pay for advertisements, this year's World Cup 'Chinese Army' sports marketing practices are clearly creative. Major brands look for their own positioning, and carry out unique marketing in innovative forms such as sponsorship, service, and manufacturing. Activities, take the heart of creative marketing detonated Internet attention.
Chinese crayfish to help the World Cup
On the eve of the World Cup, Alibaba Rural Taobao teamed up with China Agricultural Development Group to create 100,000 'World Cup Edition' crayfish and send it to Moscow through the China-EU Classes to help the fans around the world. In a moment, about 100,000 Crawfish 'arrest' the news of the World Cup in the cyber mad pass.
2018 World Cup opening scene
After officially becoming the official sponsor of the World Cup, Hisense has successively launched a variety of World Cup viewing products, and built 100 fans’ homes open around the clock to interact with fans. In the opener’s game, Hisense played Russian advertisements. Смотри Hisense, more eye-catching.
As an official sponsor of the Argentine team, Wanhe’s creative marketing activities followed suit. As early as the start of the competition, Wanhe Electric’s president Lu Yucong took the lead to conduct field exploration camps in Argentina; subsequently, Wanhe launched the Argentine national team’s promotion. Cash back, enjoy 50% off Golden Boots, win free single game play, bundle World Cup event dynamics with product sales activities, and achieve deep interaction between users and brands.
(Wanhe Creative Marketing Campaign)
'Creative marketing campaigns can effectively narrow the distance between brands and consumers to create a sense of brand identity and belonging.' Lu Yu-Chong said. In addition, Wan He will be more 'Made in China' craftsman spirit and Argentina's progress The combination of the spirit of football, the introduction of the first IP customization products, Argentina customized commemorative version of the water heater - Wanhe L6 'blue and white soul', the body uses the Argentine national team jersey blue and white style, the global limited sale. With innovation With the pursuit of technology and ultimate quality, Wanhe products have always been highly praised and are truly 'Mexi's standards'. This launch of the custom commemorative version of the water heater in Argentina is undoubtedly more ingenuity and incorporates a healthy football spirit with unique commemorative value.
Changes in the sports marketing structure, Chinese brands enhance their international influence
Historically, there have been numerous successful cases in which sports marketing was used as a brand development engine: In 1950, Coca-Cola's billboards made their debut on the Brazil World Cup. From then on, their passionate and dynamic brand image went global. In 1970, Adidas sponsored the World Cup for the first time. The development of the World Cup has become the world's top sports brand.
In addition, companies such as Samsung, Sony, and Panasonic have also used the top sports events such as the Olympic Games and the World Cup to promote brand development and build internationally renowned brands. The World Cup is not only a global event for fans, but also a feast for major brand businesses. The brand effect and economic benefits generated cannot be ignored.
(Wanhe Electric CEO Lu Yucong explores Argentina)
'International sports events are an important driving force for increasing brand awareness and stimulating growth in the global market. Chinese companies started late in the sports marketing market, but they have developed very rapidly. This year's World Cup 'Chinese Corps' group campaign has changed to foreign countries. The status of the brand's monopoly has highlighted the rapid increase in Chinese brand strength. 'The president of Wanhe Electric, Lu Yucong said.
Seizing the strong spirit of the Argentina team and the global fan economy, Wanhe is taking the opportunity of the development of the World Cup in Russia to accelerate the globalization of the brand and expand its overseas map. As early as this April, Wanhe has announced that Wanhe Electric has Subsidiary Wanhe International (Hong Kong) Co., Ltd. plans to spend 120,000 Russian rubles to set up a subsidiary in Russia. Driven by the World Cup marketing effect, Undoubtedly, the development of Wanhe in the Russian market will further accelerate, and will continue overseas in the global market. The high growth of the business.
The current World Cup 2018 competition has only just begun. The 'China Corps' World Cup marketing campaign has set off a huge wave. In the coming month, this brand's dark battle is like a green cup match on the green field. It is full of passion and suspense. Who It will become the innovative footwork that continues to be kicked off in this sports marketing, and continues to watch the game. I believe wonderfulness will come one after another.