In the early hours of June 25th, Poland lost 0-3 to Colombia. After the campaign, more than half of the World Cup in Russia in 2018. The World Cup is a sports event and it is also a powerful commercial IP. Each World Cup will attract many well-known companies around the world. World Cup 'Marketing.
According to the data from Ove Cloud Network, the total retail sales of the domestic appliance industry from January to April in 2018 amounted to RMB249.5 billion, which is a decrease from the corresponding period in 2017, except for the increase in retail sales in March, 1, 2, and April. Retail sales of home appliances have all declined at different levels. In addition, due to factors such as real estate control, raw material price increases, etc., the home appliance market may still be in a sluggish trend in the second half of the year. In this market context, before the start of the World Cup, many Chinese home appliance brands It's not difficult to understand how to start a series of 'Marketing Matches' in succession. Nowadays, the big brands that sell large numbers of marketing cards are 'Famous and Dunyous' or 'Compensate for Profits and Losses'?
The official sponsorship of 'no flower' internationalization needs to embrace 'IP'
Market research firm Zenith data shows that during the 2018 World Cup, the advertising costs invested by companies in various countries totaled 2.4 billion U.S. dollars, of which Chinese companies spent the most during the World Cup, reaching US$ 835 million, which is the United States (US$ 400 million). Times, much higher than the host country's US$64 million. It is reported that there are seven Chinese companies directly sponsoring this World Cup (including FIFA World Cup sponsors and FIFA regional sponsors). Seven companies come from different fields, of which Hisense is the only one. In April last year, Hisense Group announced a high-profile investment of nearly 100 million U.S. dollars, becoming the official sponsor of the 2018 World Cup in Russia, and for the World Cup in the past year, Hisense has continued to strengthen this through various means. Marketing hotspots.
For example, Hisense has launched U7, 80-inch L5 laser TV, ULED super-picture TV U9 series and many other World Cup viewing products. On the software level, Hisense has announced that it will jointly launch a 4K HDR streaming application with FOX Sports, making the United States Fans can enjoy the 4K HDR viewing experience. Under the online, Hisense plans to launch 100 fans' homes, and deeply interact with fans and users. In addition, through cooperation with the US Mission, Ctrip, Yonghui Supermarket, Tsingtao Brewery and other brands. 2. Hisense is forming a relatively complete online and offline marketing system.
Hisense's series of 'fancy marketing' built around the World Cup is not dazzling, but the industry has also voiced different voices. Hisense Electric's 2017 financial report shows that operating income is 33.090 billion yuan, but it is attributed to shareholders of listed companies. The profit is only 942 million yuan, and the World Cup sponsorship will cost nearly 100 million US dollars. If you invest heavily in the marketing process, is there any risk of losing money? In comparison, the follow-up effect of Hisense sponsoring the French European Cup in 2016 It may be possible to explain why this continues to be a big bet.
It is reported that Hisense signed a two-year contract with UEFA in 2016. According to UEFA regulations, Hisense sponsorship should be at least 50 million euros, equivalent to about 370 million yuan. Shortly after the start of the European Cup. Hisense Electric's share price opened higher and higher after the opening, and closed at the daily limit. In addition, statistics show that in 2016, sponsoring the European Cup in just one month, Hisense global spleen awareness increased by 6 percentage points, the second quarter of the European market Sales increased by 65%. In the Japanese market, which is known for its picky, Hisense's sales in 2017 increased by 79.3% year-on-year, and sales increased by 67.6%.
Industry analysts pointed out that for every 1% increase in corporate brand awareness, it is estimated that an investment of approximately US$20 million will be required. Using the marketing of large-scale sports events, the same investment will increase the visibility by approximately 10%. Hisense sponsors the European Cup case from the perspective of marketing. Said to have done a good deal. Since the start of the World Cup, the stadium has continued to scroll 'Hisense TV, China's number one' billboard, the use of a large number of photos in the World Cup, the spread of the video, Hisense billboards and the freezing moments of scoring goals. They also made a lot of money. Industry insiders pointed out that sports marketing is becoming a shortcut for brand globalization and has a significant role in accelerating the international influence of the brand. This is a direct result of Hisense’s subsequent sponsorship of the European Cup and its subsequent sponsorship of the 2018 World Cup. The reason lies. The road to internationalization of Chinese brands in the future should be a reasonable embrace of 'IP' and continue to increase international influence.
New ideas for segmentation marketing 'Spot sponsorship' Risk
As an official sponsor of the World Cup, it will inevitably gain aggregate exposure, but due to various factors, not all home appliance companies will adopt direct sponsorship. Therefore, there are various new ideas for sub-marketing that “curve save the country”. As early as this year On February 5, Chairman of TCL and CEO Li Dongsheng announced through Weibo that Neimal became the TCL Global Brand Ambassador. Near the World Cup TCL organized another 'community to Russia' social marketing campaign for Nemal Gas. May. On the 30th, Vantage played an advertisement for 'The French team won the championship and Vantage retired', stating that if the French team won the championship, consumers who purchased Vantage's 'crowd packages' from June 1st to 30th would enjoy a full refund. Afterwards, Changhong, Meiling, and Wanhe also followed suit and joined the marketing battle. Sichuan Changhong offers special offers including discounted goals and promotions. The goal discount is for the Belgian team to enjoy the purchase of designated products during the World Cup. One-off offer of 100 yuan in benefits, and advancement discounts means that the purchase of designated goods can enjoy the Belgian team into the top 16 20%, 40% 70%, final 40%, 50% off the discount. Ling Electric has played the slogan of 'Belgium wins M free live births' in each major store. It promised to buy Belgium's fresh live refrigerator online or offline from June 4th to July 3rd to enjoy the Belgian team. Into the semi-finals to play 20 percent, to enjoy the half price in the final, to win a free single offer. If you buy other models, you can receive 1,000 yuan in cash. Wan He then 'bets' the Argentine national team to Now ',' players get 50% off Golden Boots shopping' and 'Argentina wins million and free single' activities to attract consumers.
If the direct sponsorship of the World Cup is 'strongly affiliated', then by sponsoring the World Cup participating teams, the social marketing of players is more closely related to the 'soft association'. The World Cup has only 32 participating teams, as a global sports event, there are quite a lot Fans are faced with the status quo without their own national teams participating, and some teams or stars with greater popularity are very likely to 'carve up' the fans' 'enthusiasm' and form a more solid 'fan effect' to help sponsors achieve A greater degree of exposure conversion.
Compared with directly sponsoring the World Cup, sponsoring the team, the player may face many uncontrollable factors. Insiders pointed out that the performance of the team and the players will largely determine the sponsors' exposure conversion effect and brand influence. , Vantage, Wanhe selected the sponsoring of the French team with the championship potential and the Argentine national team, and took a 'reward to retreat' and 'return to cash', and the player took 50% off Golden Boots and other combo marketing activities successfully won Market attention. However, once the performance of the sponsored national team or celebrity is low, it will constrain the follow-up marketing content of the company to follow up, and it will easily cause negative impact on consumers.
In addition, consumers have now been surprised at various marketing methods. If feedback measures such as 'winning a single title' and 'concessional goals' are difficult to achieve, it will also have a negative impact. For example, Meiling shouted that 'Belgium won the championship M'. “Separate from students”, the slogan is simple, but industry commentators pointed out that the probability of the Belgian national team winning the championship is relatively low. Meiling’s intention to “eyeball” is obvious, and after many brands launched a similar marketing approach, Meiling whispered to the Belgian country at this time. The team did not have any advantage or too much sincerity. It was not surprising that the user’s response was relatively cool. In addition, Changhong promised that the Belgian national football team would return to a N×100 shopping card on the platform when they entered the N ball, but limited The match was played against England in the match on June 29th. The professionals in this game expect that the probability will be stuck and the number of goals will be less, and Changhong also restricts the purchase of a TV model that must be expensive. , It is unavoidable for consumers to feel 'deck deep' and affect the degree of trust in the brand.
The industry generally reflects that the homogenization of marketing ideas for home appliance brand world cups is more serious. Starting from Vantage's 'free-sales-marketing' model, major brands follow suit and follow suit. Although the previous success has driven user enthusiasm, it is more than practical due to marketing gimmicks. The preferential or welfare feedback methods are too tedious, and the overall trend is high and low. Consumer enthusiasm and actual influence have not reached expectations. This has also given new thinking to home appliances brands that are good at 'hot spots', using huge amounts of money. It is understandable that social hotspots can enhance brand power. However, marketing ideas should be fully planned. Consumers should be 'less routines and more sincere'.
Reporter observation: A good product is the fundamental marketing
From the standpoint of balance of payments, it is an indisputable fact that the overall profit of the home appliance industry is low. Although directly sponsoring the World Cup can harvest the aggregated exposure for a short period of time, the cost is high. It is unrealistic to recover costs in the short term, and there is no follow-up internationally. Marketing 'combination boxing' is a continuous attack that can easily become a flash in the pan. From a long-term point of view, good products are fundamental to marketing. It is easier to enhance the international community’s trust in brands through direct product incorporation and continue to undertake large-scale commercial projects in international sports events. , It can also establish extensive contact with international sports organizations, and at the same time, it can continuously enhance orders and at the same time, it can also enhance the company's experience in taking orders and the brand confidence.
It is reported that in the current World Cup, Gree efficient screw-type water-cooled chiller won the bid for the Mordor Arena project. Midea Air Conditioning also successfully won 7 venues in 12 venues. The two major home appliances giants may have 'meditatively silent' and perhaps even more. Many home appliance brands worthy of 'marketing cards' are learning and learning.
In addition, the World Cup is only a practical application of international marketing ideas. It is not the only way. In recent years, the road to internationalization of Chinese home appliance brands has become increasingly diversified. Through the establishment of R&D centers, joint construction of factories, multi-party cooperation, mergers and acquisitions, etc. , China's home appliance brands are constantly reshaping their own international image. For Chinese home appliance companies, how to make good use of sports marketing to 'make brands and influence them' is a need to think carefully, but sports marketing should not be overblown. Investment, the road to international promotion is imperative, but it should also be remembered that product power is the influence.