On May 10th, coincident with the second China Brand Day, Wanhe Heavy announced the signing of cooperation with the Argentine national team and became the official partner of the Argentine national football team.

At the dawn of the World Cup when fans around the world are approaching, one party is Wanhe, which has dominated the domestic gas water heater market for 14 consecutive years. One side is the legend of a stadium that has won national major championships 19 times. Marketing drama will also be opened.

Wan Hexin Electric President Lu Yucong (right)

Frankly speaking, enterprises and sporting events (surroundings) are allied, and Wanhe is not the first. Especially at the time of the World Cup, Hisense, Vantage, and Meiling, which are not just household appliances, have invested in this worldwide fanfare in different forms. As the four-year 'big IP', the World Cup has long attracted the attention of the entire business community.

However, as mentioned above, due to the special talents and status of the contracting parties, this cooperation has a different significance in the entire sports marketing tide.

Talent Matches

As we all know, the Argentine national team is one of the most successful national soccer teams in the world. It has won major tournaments 19 times, scored many times in the World Cup finals, and twice dominated the World Cup, 'Pampas Eagles'. The appellation, has long soared in the world football for many years. Under the determination to compete for the 2018 World Cup, Argentina generously formed a star lineup called 'luxury' - Messi, known and admired by the majority of fans, from 2008 to 2015. In the eight-year period, the "fifth degree was added" was hailed as the "first person in today's football history." In addition, Gonzalo Iguain, Mascherano, and Aguero are also all in the world of football. The squad-tipped character. The star team formed a super lineup, making this session of the Argentine national team has unprecedented combat effectiveness.

Wanhe, as a well-known kitchen and toilet brand in China, has the same strength as the Argentine national football team. According to research results published by BSRIA, the world's leading independent research organization, Wanhe is the only one in China. One of the two 'Top Ten Water Heater Brands' in the world. At the same time, with its dedication to technical excellence, Wanhe also owns a number of 'Meixi' quality products, and its gas water heaters have been the market share for 14 consecutive years. 1. The market share of gas stoves, range hoods and electric water heaters is in the forefront of the industry.

Wanhe teamed up with Argentina

The same endowments, excellence in their respective fields, pursuing the ultimate and their extraordinary performance, made both parties sympathetic and thus ushered in cooperation between the two sides. It is also due to the similar endowment characteristics of both parties that the cooperation between the two has exceeded. The mode of general corporate sponsorship of the team, but has more in-depth exploration of space.

Explore in depth, complement each other

After the signing of the cooperation agreement on May 10th, Wan He and his president, Lu Yucong, went to the training camp of the Argentine national football team. They watched the Argentina team openly and met with the president of the Argentinean Football Association Tapia. Vanward' version 10 jersey.

Then, in less than a month, Wanhe started a big move. On June 6th, as an official sponsor of the Argentine national team, Wanhe formally issued the “Say All Chinese Fans Book,” announced from June 8 to July. On the 4th, the launch of the Argentine national team's promotion of “returning to the present, 50% discount on Golden Boots, and winning a free single ticket” triggered all kinds of social media for a time.

Argentina

In accordance with the announcement, as long as the Argentine team stage is successful, it will return 200 yuan to shoppers; 400 yuan will be returned to the top 8; 800 yuan will be returned to the top 4; and 1600 yuan will be returned to the finals; Yuan. If the Argentine team wins the World Cup, it will refund the full amount of the invoice for the purchase of the Champion Package; and if the Argentine player wins the Golden Boot, the amount of the invoice will be refunded to the user who purchased the Golden Boot item. 50% of the money.

Undoubtedly, from the perspective of preferential prices and preferential terms, Wan and the marketing around the World Cup are sincere. The sponsored team in Argentina is relatively more outstanding and has reached the World Cup finals five times. He won the championship in 1978 and 1986, and player Messi is the best player in the world. The golden ball has the highest voice. Wanhe is the character of the Argentine national team. It aims to provide users with a 'reward to cash.' There are three options for 'Gold Boots Get 50% Off' and 'Return to Full Money', so the probability of users getting real offers is relatively higher.

Take advantage of major events to accelerate the internationalization of Wanhe

All along, as the world’s highest honor, highest specification, highest competitive level, and highest-profile football match, the 7,140-square-meter green space has created countless exciting moments. With the continued expansion of influence, the World Cup has attracted billions of fans worldwide. The heart of the grand event behind the huge potential business opportunities, to take advantage of the 'World Cup' has become a marketing tool for many well-known companies.

Million and three major gifts

On the signing date, Wanhe CEO Lu Yucong said, 'May 10 is the 'Chinese Brand Day'. We have chosen to announce this news today. We hope that the world will see Wanhe's determination to build a national brand!' The gradual emergence of Chinese brands At the moment, Wanhe’s cooperation with the Argentine national team not only led China’s high-end manufacturing to the higher world stage, but also conveyed China’s brand charm to the outside world.

In fact, as early as in the 2016 Rio Olympic Games in Brazil, Wanhe supplied 10,000 gas water heaters to the Olympic Village. This time sponsored the Argentine national football team and Wanhe began the transition from product output to brand output. Wanhe Electric Domestic Fang Hongjun, executive deputy general manager of the marketing center, disclosed that in 2017 Wanhe proposed the brand internationalization strategy and successively laid out markets in Russia, Thailand and other countries, and realized the transformation from product output to brand export. 'Improved brand internationalization. Next, we need to engage in associative marketing with today’s hottest topics and events. What users care about, we think of ways to communicate with users.

You can boldly expect that with the Argentina team's all-star lineup in Russia, its huge commercial value will be stimulated. With the help of Argentina’s flow advantage, Wanhe will allow global consumers to pass the platform “Wanhe + Argentina”. Understand China's wisdom, Chinese brands, further boost the internationalization of Wanhe.

"The sponsorship of the Argentine team is a symbol of Wanhe brand marketing going overseas and building brand internationalization." Fang Hongjun said, 'This cooperation will raise the heights of the world and the brand height, brand awareness, and accelerate brand rejuvenation' in the international community. Big promotion.

However, from a longer-term perspective, it is not new to name an event and sponsor a team. No matter which area, this is not new. For Wanhe, this time sponsored the Argentine national team in the World Cup. It will also be a phased arrangement in its internationalization process. According to Wanhe’s performance report, in 2017, Wanhe’s revenue exceeded RMB 6.5 billion, a significant increase of 31.7% year-on-year, of which, overseas performance hit a record high, a year-on-year increase. 35.87%. This is both a milestone in Wanhe's internationalization journey and it will become the starting point for leveraging Wanhe’s future overseas market. At this stage, it is a globally popular event.

In this sense, not only the World Cup, but also the next major international sporting event, not only the sporting event, but also the appearance of Wan He.