World Cup 'Made in China', surrounding souvenirs, crayfish, 40,000 fans rushed to Russia, the Chinese element became one of the focus topics in the 2018 World Cup in Russia, in addition to the World Cup sponsors, team sponsors, star players endorsements, etc. Chinese companies play this huge energy in sports marketing.
Chinese home appliance companies rush to take the World Cup marketing express
The four-year World Cup is not only a feast for football fans, but also a stage for sports marketing. As a global sports event, the World Cup's attraction and commercial value to the audience need not be said. There are figures showing the number of domestic visitors in the 2018 World Cup. It is expected to exceed 1 billion, compared to the 2014 Brazil World Cup will grow significantly. Therefore, it has become a silent battlefield for all e-commerce, e-commerce, and Internet companies to compete for users and traffic. In this fierce battle, many home appliance giants are aiming The traffic effect brought by the huge sports fans, in different ways to catch the World Cup marketing express.
This year's World Cup sponsors' camps have appeared in many Chinese companies, including Wanda, Hisense, Mengniu, Vivo and other brands. Among the global brands on the world stage, Chinese brands are the most profitable. According to the interface report, Zenith survey shows The Chinese brand's advertising investment during the 2018 World Cup reached 835 million US dollars (about 5.351 billion yuan). Not only that, the advertising expenses during the 2018 World Cup totaled 2.4 billion US dollars, and the advertising investment of Chinese brands accounted for nearly 40%.
In the field of home appliances and consumer electronics, brands such as Hisense, TCL, Changhong, Vantage, and Wanhe have established close ties with the World Cup and related resources.
Hisense is undoubtedly occupying the C position of World Cup resources. In April 2017, Hisense officially announced that it was the official sponsor of the 2018 FIFA World Cup. As the first Chinese consumer electronics brand sponsor established in the World Cup for nearly 100 years, Hisense’s green LOGO appears in In addition to the World Cup tickets and Live Score scoreboards, Hisense's LOGO is printed on the ball. The world’s more than 200 countries saw Hisense’s presence through live signals.
On March 8th, Changhong officially announced the signing of a contract with the Belgian national team at the China home appliance and consumer electronics industry event. The relevant person in charge of Changhong said that the cooperation with the Belgian national team is the highlight of Changhong’s 60th anniversary event. It will also form a driving force for Changhong’s internationalization strategy. At the beginning of this year, TCL signed the famous Brazilian star Neymar Daschel, which injected a strong impetus for the acceleration of the TCL brand globalization strategy, and also added great importance to TCL’s sports marketing campaign in the World Cup. One of them, kitchen and toilet company, China Emperor, signed the French national team, and Wan He, who is also a kitchen electric company, signed the Argentine national team.
For major brands, sponsoring sports events such as the World Cup will surely gain the fastest attention in the world. These events have their unimaginable traffic and commercial value because of their scale.
Consumers turn from onlookers to benefit-sharers
Seizing the opportunity of the World Cup marketing, this opportunity can open up the brand's reputation in the international market, create a brand image and value with a higher appeal, and on the other hand, it will allow domestic consumers to benefit directly from this World Cup marketing. Win-win strategy. The 2018 World Cup competition has only just begun, the 'Chinese Army' World Cup marketing battle has set off a huge wave. In the business competition for the World Cup marketing war, consumers are no longer purely spectators.
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 an advertisement for 'The French team won the championship and Vantage retired', stating that if the French team wins, consumers who purchase Vantage's 'crown packages' during June 1st to 30th will enjoy a full refund. After that, Changhong , Meiling and Wanhe also followed suit and joined the marketing war. MeiLing Electronics sloganed 'Belgium won the M free from raw singles' in various supermarkets. CHiQ air-conditioning also announced discounts, free activities, and both Commitment to purchase the specified product at the specified time can enjoy a 20% discount for the Belgian team into the quarterfinals, half price in the final, and a free singles promotion event. Wanhe then replaced the 'bet' with the Argentine team to 'reward the cash.' ',' Players get 50% off Golden Boots shopping' and 'Argentine win million and free single' activities to attract consumers.
This time, consumers have changed from the bystanders of the World Cup marketing to the benefit-sharing of this marketing war. Chinese household electrical appliance companies have made sports marketing more interactive. Not only companies have participated in them, consumers have enjoyed it and they have obtained a copy of it. Real benefits.
Chinese home appliance companies are more and more concerned about sports marketing in the 2018 World Cup. Unlike traditional sponsors who pay for advertising, this year's World Cup 'China Corps' sports marketing practices are clearly creative, and the major brands look for their own positioning. The sub-sectors such as sponsorship, service, and manufacturing, carry out unique marketing campaigns in an innovative manner. The creative marketing of the heart is detonated by the Internet. This brand's infamy is like the match of the World Cup of Gods Cup on the green field, full of passion and suspense. Who will become the innovative footwork that continues to be kicked off in sports marketing, worth the wait.
