There is nothing more than this world-renowned Russian World Cup in the mid-summer of 2018. Apart from the brilliant competitions, the enthusiastic enthusiasm of thousands of fans, and the voracious marketing methods among major brands. World Cup marketing advertising, consumers who have been fighting for a long time have been 'not invaded', how brand marketing can become a real problem in front of major companies.
Recently, an advertisement for Wanhe’s “solidarity” in Argentina has also appeared in the core business districts of major cities across the country, which has caused widespread public debate. 'The promotion is back to the present, the Golden boots get a 50% discount, and the championship's free single' is a big deal. Messi, Higuain, and Dibala dressed in blue and white jerseys, valiant and heroic, and the strength and ambition of leading Chinese kitchen and toilet brand Wanhe, accompanied by this wave over World Cup marketing 'God operation', Impressed with consumers.
21 City Core Business Area Linked Swipe, Million And Another Wave Of God Operation
The World Cup is known as the 'peace war.' It is understood that the football industry’s annual gross output value is as high as 500 billion U.S. dollars, accounting for 40% of the total output value of the entire sports industry. It is regarded as 'the 17th largest economy in the world'. It is hidden. Great commercial value, so that gradually rising Chinese companies 'glow to see', after competing for the World Cup marketing initiative, try different marketing methods, maximize the brand value sought to bring the World Cup growth.
As an official sponsor, Hisense and Vivo respectively launched the World Cup customized TV and the world's limited edition FIFA smart phone - vivo X21 2018 FIFA World Cup Extraordinary Edition; Wanda launched the FIFA World Cup flag guard nationwide in January this year. Selection activities ... Although these conventional styles can increase the brand's exposure, in the vast Internet of information advertising, faced with more and more demanding Internet users, it appears to be a little 'traditional'.
Guangzhou
The leading kitchen and bathroom brand in China, Wanhe, announced on May 10th that it had reached a strategic cooperation with the Argentine national team. After a series of brand marketing combination punches, the interactive, entertaining approach, and generous investment in the brand, made the majority 1. The consumer's eyes brightened and it caused a stir in the industry.
After being invited to visit the camp in Argentina shortly afterwards, L6 'Blue and White Souls' launched a global limited edition zero-cold water heater, and after four cities built the 'World Cup Metro Train', Wanhe once again released World Cup marketing tips in Beijing, Chengdu, Dongguan, Shijiazhuang. , Suzhou, Taiyuan, Tianjin, Wuxi, Wuhan, Xi'an, Changsha, Zhengzhou, Chongqing and other 21 cities in the country, launched a unique core shopping district LED 'scares' action.
'Through a short period of time, focus, quickly 'occupy' the core business district of the city, the LED building of the landmark building, fully contracting the public view from the sky to the ground, and forming a unique urban landscape, thereby triggering the national hot discussion. 'Wanhe Electric Domestic Marketing Fang Hongjun, the deputy general manager of the Center, said that the areas chosen for delivery were carefully considered. For example, the area in Guangzhou is the Guangdong Foreign Economic and Trade Building, Tianhe City, with an average daily traffic of over one million people.
Nanjing
What is more worth mentioning is the content of Wanhe’s launch. The words “Jinji returns to cash, the boots get 50% off, and the winning free single” are warm and eye-catching on the high-altitude LED screen. It can be called the most prideful of World Cup marketing history. 'Assist'. Obviously, this is an online and offline promotion around the World Cup, but Wan He is playing very smart. He will be a member of the Million fans and buy it with a very high stake. Argentina has gained widespread attention both inside and outside the industry; at the same time, it is also a good opportunity for Wanhe to return to consumers.
This promotion model is obviously one step ahead of Hisense's customized TV and vivo customized mobile phones, because Wanhe not only has a 'crowd package' for the World Cup, but also highly integrated promotions with the World Cup and passes through 21 core shopping areas. The mode of simultaneous refreshing has expanded the scope of influence. It can be said that Wanhe had a beautiful glimpse of this World Cup marketing battle.
Revolution in home appliance industry, World Cup brand 'Infighting'
In the 2018 World Cup in Russia, it was the rise of Chinese brands that was impressive. Compared to the previous World Cup, only 5 brand sponsors reached this World Cup. The rest represented by Wanhe represented the sponsorship of the national team. There are countless brands in the form of advancing to the World Cup. Why does China Capital so favor the World Cup?
Sports marketing is a shortcut to increase brand awareness. Related data shows that every 1% increase in corporate brand awareness requires about $20 million in advertising costs. Using large-scale sports events marketing, the same input, visibility can be increased by 10%. Therefore, even if needed, Paying a high sponsorship fee, Chinese capital still rushes to the World Cup.
Beijing
The Chinese home appliance industry was even more fierce in this World Cup marketing contest. US and Gree competed for the venues, while Hisense was tying the title to the World Cup. At the same time, TCL had another way to sign the current captain of the Brazilian national team Neymar. Million and Vantage and two Vantage brands have also sparked a lot of sparks.
In Wan He’s opinion, the “dark battle” at the World Cup has a profound market background. The home appliance industry has always been the most competitive and fierce competition in all walks of life in China. As the market matures, home appliance companies are forced to In the past, traditional marketing methods such as price warfare, advertising warfare, and channel warfare have changed from the marketing model innovation with the characteristic of 'sports marketing'.
At the same time, Wanhe is undergoing changes. Since more than two decades after its founding in 1993, Wanhe has always been famous in the industry with its image as a technology magnate, winning consumers' hearts with product quality, but showing a mediocre image. However, 'there is also a tendency,' said Lu Yucong, president of Wanhe Electric. The current main force of consumer spending in the market is already 80s and 90s. They are highly brand-conscious and show consumer-oriented features such as quality and personalization. It tends to be fun, fun marketing.
Xi'an
Taking advantage of the industry's development trend, Wanhe quickly changed its market strategy and proposed the idea of creating 'Chinese home appliance fashion and a light luxury brand'. Following the “Singer” entertainment marketing model, he also threw a thousand dollars to sign Argentina to participate in the 2018 World Cup marketing. Among them.
'Be sure to research and analyze what the young consumer groups are concerned with', Lu Yu-Chong said that in the four-year World Cup, the heat in the short-term is the highest and most concentrated, and there are several very recognizable players in the Argentine national team. , Has a large number of fans, can expand the brand's coverage.
Wanhe is not simply signing the contract, but is digging deep into the IP value of Argentina and letting more people know about Wanhe through the platform of the World Cup. Despite 'returning to the present, Jin boots get 50% off and win a free ticket. 'The risk of activities is very high and may cause Wanhe to 'lose big'; despite the high publicity cost of 21 City Link; although signing Argentina is not cheap... but Wanhe’s brand is out, it’s not Then again, a few years ago, the company started to work in a low-key manner, but was more concerned by more people: This is a passionate, able to play the strength of the kitchen and toilet brand.
In this competition, household appliances companies naturally have to pay higher costs. However, they increase the brand's domestic and international influence, and increase the user's brand stickiness. Naturally, it is of great significance. Its product sales and brand value The return will naturally be higher than paying. 'Senior home appliance industry analysts are evaluated.