The fierce battle of the World Cup is not only fans, but also the marketing team of merchants, refrigerators, televisions, mobile phones, etc., all relying on the title, sponsoring or cheering and other ways to compete to catch the 'World Cup' marketing express, increase brand exposure.
'Visit'
Appliances marketing a surprise
A brand promised to win the full refund
The four-year World Cup, the focus of global attention, how can the appliance industry miss this marketing opportunity!
Recently, the Henan Business Daily reporter visited Suning, Gome and Shangchao and saw that Hisense, Meiling, Vantage, Wanhe, TCL, Gree, Midea and other home appliance brands have launched the World Cup marketing model.
Among them, Meiling Electronics, the betting team of Belgium, played the slogan of 'Belgium won the M free from birth'.
It is reported that Meiling Electric promoted a new series of products during the World Cup marketing. It is a high-end product of Meiling, and its daily price ranges from 8,000 yuan to 10,000 yuan. Meiling promises to pass online or online from June 4 to July 3. When you purchase a refrigerator of the specified model, you can enjoy a 20 percent discount for the Belgian team into the quarter-finals, a half price for the finals, and a free marketing promotion for the winner. This means that as long as the Belgian team wins the title, consumers who purchase the brand-name refrigerator will You can 'free' take the refrigerator home. In addition, if you buy other models can enjoy the return of 1,000 yuan in cash activities.
Vantage even more 'supported' the French team: If the French team wins, consumers who purchase Vantage's 'crowd packages' from June 1 to June 30 will be entitled to a full refund. Van Gogh and Arsenal’s Argentine team will return when they are promoted. Now, players get 50% off Golden Boots shopping and Argentine won a free single ticket event...
Of course, in addition to discounts, exemptions, and big crocodile 'extraordinary shots', for example, in April last year, Hisense announced a high-profile investment of 100 million yuan to become the World Cup sponsor.
'story'
Change the TV for the World Cup
Many people really do this
With the smoke cookers, refrigerators and other home appliances also need to deliberately different marketing for the World Cup, television, mobile phones, projectors have a close connection with the game.
With a big TV, a projector, and a full-screen mobile phone to watch the live broadcast of the World Cup, it is an export for many fans to upgrade. According to Tmall data, Tmall platform has sold nearly 30,000 high-definition projectors through the projector during the 618 period. 2. Zoom in 100-inch World Cup ball game broadcast by Youku and Mimi on your mobile phone or PC.
At the same time, sales of 60-inch large-screen TVs increased by more than 250%, and sales of whispering phonographs increased by 5 times. For a more comfortable watching of the World Cup live broadcast, many fans really fell under the guise of 'blood'.
Henan Business Daily reporter learned from Suning Tesco, Yongle Electric, etc. that the TV sales in the offline store is also 2 times the usual.
If there is no condition to use a big TV and the projector looks at the live broadcast, then a full-screen mobile phone will be much better than a normal mobile phone. Therefore, the sales volume of a full-screen mobile phone on the Tmall platform has increased more than three times compared to the same period of last year. It is interesting that the mobile phone film sales increase by 13 times. , It is considered by the netizens to be 'a rainy day'.
'Cause'
Home appliance growth is weak
Sports marketing is more valuable
Football World Cup as the world's second only to the Olympic Games after the sporting events, household appliances companies have to catch the sports marketing express train, but the seemingly lively 'World Cup mode', behind the fact that this year's consumer terminal market growth is weak.
The household electrical appliance industry as a whole is not as good as last year. There are many reasons. However, it is recognized in the industry that real estate regulation and control, raw material price increases, etc., from the sales to the cost to the home appliance manufacturers are not small pressure.
According to data from third-party organizations, 29 home appliance categories such as color TVs, refrigerators, washing machines, air conditioners, and smoke cookers, etc., had a year-on-year decrease in retail sales in January and February and April, with a decrease of 0.2% to 2.5%. Wait.
To cope with a bad market, it is necessary to complete sales. At the coincidence of the World Cup, all kinds of marketing are doing exceptionally hard work.
However, there are indeed companies that have tasted the sweetness of sponsorship marketing through sporting events. For example, one of the World Cup sponsors, Hisense TV, sponsored the European Cup in 2016, raising awareness in 11 countries by 6%. And there is a saying that , A European Cup for Hisense Province to spend at least 5 years to persuade overseas consumers, has a considerable help to the international and domestic brand image and the market.
However, the homogeneity of marketing has also emerged. There is no single way to win the championship. There are already several brands in the World Cup this year. This kind of 'shanzhai' gameplay also makes some consumers 'emotional fatigue'.
"I don't like the winning teams they support. It's boring to play like this." Mr. Sun, who is buying home appliances for new homes, said that he doesn't particularly care whether he exempts orders or cares about the quality of the products.
'View'
Refund will be tens of millions of marketing
Product quality is still important
On the field, the two teams' fierce battles' attracted people's attention, and the home appliance industry under the stadium also riveted their efforts to 'dark battle'.
'This World Cup marketing campaign is quite good, sales have increased five or six times.' A home appliance industry sources said that the previous low-cost competition, advertising promotions, etc. are less and less, and for low-end products, and now upgrade iteration Very powerful, people's spending habits are also changing, this time the home appliance industry's marketing activities are mostly high-end products.
'We also conducted a number of market adjustments and found that customers' sensitivity to price is not very high, but it is more about the quality of products. 'He said, 'Refunds will be tens of millions of marketing, product quality is still important, of course Now it's quite cost-effective to buy a product. It's hard to have such activity in peacetime.'
Which brands are favored by the World Cup and other sports events?
Some business observers pointed out that most of the previous sports event brands were titled or sponsored by international brands such as Adi, Nike and Coca-Cola. In recent years, more and more Chinese brands have emerged in sports events, which not only means that Chinese brands The rise is more representative of the self-confidence of Chinese brands, including quality confidence, brand confidence and marketing confidence.
'Which World Cup marketing is strong?'
Coca Cola
Coca-Cola is a frequent visitor to the World Cup. Many years of cooperation have allowed Coca-Cola to have a lot of marketing experience during the World Cup.
However, Coca-Cola's most sensible marketing choice in this World Cup may be Icelandic Coca-Cola's commercials.
The Icelandic Coca-Cola commercial was directed by Hal Duson, goalkeeper of the Icelandic national team. Due to Iceland's equalization of Argentina in the first round, Haldorson also saved Messi's penalty kick, and the ad was quickly put on after the game. Screened global social media.
Maybe it was 'unintentional,' but you have to admit that this marketing is currently winning.
Youku
Youku and Mimi videos become official partners of CCTV designated new media for the 2018 World Cup in Russia, which means that in addition to watching CCTV, you can only play videos with Youku and Mimi.
In addition to the apparent increase in traffic and membership, in terms of strategy, Youku made up for the sports content section. In addition to Alibaba's big backing, 'Content+E-Commerce' also walked steadily. At Taobao’s 'World Cup', There will be a button to jump directly to Youku. It shows that Ali loves Youku.
game
FIFA Football World is a soccer game with FIFA, FIFA World Cup, and Chinese Super League. FIFA has been in China for many years, preheated to impatient players, taking advantage of the World Cup, and using the WeChat game entrance in a low-key manner. A wave of APP.
The King's glorious Messi skin is a bit cool, 'eat chicken' and the fifth personality have also waved in different degrees.
Content platform
Content marketing platform to do the World Cup, the key is to find the relevant points of their own content and events. Whether it is race know almost discussion of, the Company's single song, country star hornet's nest, QQ star biographies, are cut was relatively smooth.
Youku World Cup page, also know almost large Logo. Watch Youku, buy on Taobao, go to know almost discussion, logical perfection, know almost carefully introduced the World Cup to discuss the topic, also invited the World Cup players settled.