A Jedi counterattack, a crazy attack, an unyielding attack, the Argentine national football team led by Captain Messi, at the last minute, won the battle of life and death with a 2:1 victory, and won the 2018 Russia World Cup for himself. Final ticket.
Although in the quarter-finals, the Argentine team failed to move forward, but Messi summoned the teammate's cry, Mascherano's bloody battle, will eventually become a classic image, remembered and passed on by fans around the world. As Argentina The official sponsor of Wanhe, after experiencing the 627 life and death exam alongside Argentina, will become a story in the history of sports marketing in the home appliance industry.
The World Cup is a big IP million and has captured the true meaning of sports marketing.
The world's largest sports event in 2018 is undoubtedly the World Cup held in Russia. There is no sporting event in the world, which has attracted global attention in the qualifier stage. And to the official competition, 32 spending line team catching and killing, competitive sports The thrill of the football, the talented performance of the football superstar, the emotional preference of the audience, the release of the national (ethnic) emotion, no doubt, this is the carnival of the fans around the world, and also the most fanatical big IP.
According to official FIFA statistics, during the World Cup, 64% of the world's population will pay attention to the World Cup. According to the data, during the last World Cup in Brazil, a total of 3.2 billion viewers from 207 countries and regions watched the game. For such a business, such an excellent opportunity can be thrown.
Although the Chinese national football team failed to pass the pre-selection, the legion of Chinese enterprises has left a deep impression on the world. Whether it is the World Cup sponsorship status of seven companies including Wanda, Hisense, Mengniu, or Wanhe, Vantage, TCL Sponsoring the team or hiring a football star as a spokesperson, both are optimistic about the World Cup's wide-ranging influence around the world, optimistic about the huge business opportunities after World Cup traffic.
However, it should be pointed out that the same is true of the hotspots of the World Cup. In actual operation, there are many different effects. For the sponsors of a sports event, the first level needs to consider itself and the event (the sponsored party) Correlation degree, fit degree; The second level should consider the resonance of sports events based on the degree of fit, thus realizing the transition from attention economy to emotional economy. This is the essence of sports marketing.
In history, the Argentine national team has a remarkable record. The Argentine national team led by Messi is a star-studded team. Its strong team temperament is just like the gas and water heater known as Wanhe New Electric. Especially after the bloody battle of 6.27. The Argentine team, with its strong team strength and unrelenting hard work team, has touched hundreds of millions of viewers. A team that is still actively fighting in desperation, the positive energy released is far from taking a step forward in the World Cup. What can be limited, the positive impact on official sponsors is immeasurable. In fact, from a higher level of sports marketing, Wanhe sponsored the Argentine national team at this time, has successfully achieved the attention economy to the emotional economy. Improvement.
Valuable, Wanhe has already set up a solution for realizing it. In terms of operation method, Wanhe elaborated the promotion plan for this World Cup. From the group to Argentina to win the championship, each of Argentina will go forward, Wanhe will return 200 respectively. , 400, 800, 1600 or even a single step ladder offer; players win gold boots, 10,000 and 50% discount. This gives the fans emotional economy, providing a complete release channel.
Market third-party data company Zhongyikang statistics show that as the official sponsor of the World Cup, Hisense Electric (600060) color TV retail data in April 2018 shows that Hisense TV with the help of the official sponsorship of the 2018 Russia World Cup, April Market retail volume and retail sales once again firmly dominated the market, with retail sales reaching 19.76%, an increase of 1.75 percentage points from the previous month, and a market share close to one-fifth, setting a record high.
As the official sponsor of Argentina's World Cup in Argentina, the growth effect is even more obvious. In the first quarter of this year, Wanhe Electric (002543), a listed company, achieved revenue of 2.17 billion yuan in the overall economic environment. The growth rate was 49.59%; the net profit of returning to the mother was 146 million yuan, a year-on-year increase of 16.10%. Such a good momentum will resonate with the influence of the Argentine national team in the World Cup, thus adding to the expansion of the influence of Wanhe brand.
From attention to emotional resonance, and then to sales promotion, Wanhe firmly grasped the true meaning of sports marketing.
Sports marketing serves the brand, Wanhe wants to grasp the core content of brand building
As mentioned above, sports marketing refers to product promotion and brand communication based on sports resources (including sports events, sports associations, clubs, sports stars, etc.). The core of sports marketing is to integrate the sports culture embodied in sports activities. The company's brand and products go to achieve the integration of sports events and brand connotation, product attributes, and thus resonate with consumers.
This is also the essence of the positioning of Trout theory. The fundamental purpose of brand building is to change the mind of consumers. Sports marketing without resonance, like oil floating in water, always two layers, can not be aggregated, naturally can not be consumed The mind is swaying in the mind.
But only these are not enough for brand building. Wanhe is very clear that as one of the engines of brand building, sports marketing plays a role in expanding brand influence and enhancing the positive image of the brand. Another major engine of brand building, the improvement of products and services, is the core propeller of brand building, and can even be said to be the core content of brand building.
Consumers' reputation for products and services will be the source of Wanhe's reputation. In recent years, Wanhe's product lineup represented by gas water heaters has become increasingly powerful. In the field of electric heating, smoke stoves, new energy water heaters are well-known for their R&D investment. Behind the improvement of the consumer experience is Wanhe's continuous investment in R&D and production in recent years. On the basis of the introduction of MES system in 2016, Wanhe and ABB Robot Co., Ltd. became strategic partners in smart manufacturing, In-depth cooperation in the production of robots, etc., thus opening up a new era of 'zhizhi' and 'quality creation' of Wanhe.
'According to the data provided by Wanhe, Wanhe will have a R&D investment of no less than 3% per year', an industry insider commented, 'Frankly speaking, such a ratio is not high, but from Wanhe’s actual In terms of operation, this is a real investment', 'This has enabled Wanhe to maintain sufficient momentum in the research and development of new products'. 'Almost every year, Wanhe has a large number of new products listed, which confirms this.'
Under the curtain of consumption upgrade, it is through the manufacturing spirit and brand service strength of Wanhe to have a growing consumer team. This is the core of Wanhe brand building. In this sense, Whether it is the use of sports marketing, or the invitation of Zhao Wei and other celebrity endorsements, it is the way and channel for Wanhe to pass on brand influence.
Products and services are the top priority of all work. This is the point where Wanhe always runs through.
Brand building is a dynamic process, and Wanhe’s ambition is to seize the opportunity of internationalization.
The history of corporate sponsorship in the World Cup reflects the rise of Chinese national enterprises, especially the rise of national manufacturing.
At the 2006 World Cup in Germany, there were no Chinese companies on the sponsor list. Some were just from Yiwu, thousands of fans, wigs, flags and other small commodities. In the 2010 World Cup in South Africa, the World Cup sponsors list appeared for the first time. Yingli, a new energy company in Hebei, China. By the 2018 World Cup, China has not only appeared as a top sponsor with Adidas, Coca-Cola, etc., while in the manufacturing sector, vivo, Hisense (secondary sponsor), and Wanhe, Vantage , Changhong and other official sponsors of the team.
Even from the World Cup marketing to sports marketing, the same is true. With the promotion of the sports industry and the demand for the globalization of Chinese enterprises, Chinese companies have begun to participate more in the Olympic Games, the European Cup, the World Cup and other major events as well as the NBA, Premier League. In the sponsorship cooperation of the Indian Cricket Super League, it is hoped that the influence of sports events will enhance their brand value and realize the rapid development of their business in the target market.
For a group of manufacturing industries represented by Wanhe, under the background of China's manufacturing 2025 and 'One Belt, One Road Strategy', Chinese companies are facing the best strategic opportunity to go global.
'International sports events are an important driving force to enhance brand awareness and drive global market growth. Chinese companies started late in the sports marketing market, but they have developed very rapidly. This year's World Cup 'Chinese Legion' collective campaign, changed foreign countries The brand's monopoly situation highlights the rapid improvement of Chinese brand strength. 'Wu Yucong, president of Wanhe Electric, said. At the same time, Lu Yucong believes that, in terms of the development of Wanhe Enterprise, it has now reached the stage of accelerating internationalization.
As early as 2000, Wanhe began to set foot in the international market, relying on industry-leading technical quality and price advantage, leading the export of gas appliances for seven consecutive years. Since the beginning of 2014, Wanhe has started to seek strategic partners on a global scale. In 2015, Wanhe announced a strategic alliance with the famous European heating group Unical to expand its business globally. By 2016, Wanhe was jointly established with the German Bosch Group Thermal Technology Division to strengthen the global scope. Research and development of internal hot water products. In April this year, Wanhe has announced that Wanhe International (Hong Kong) Co., Ltd., a wholly-owned subsidiary of Wanhe Electric, plans to spend 120,000 Russian rubles to set up a Russian subsidiary.
It can be seen that Wanhe became the official sponsor of the Argentine national team to participate in the World Cup. It is not only aimed at the World Cup, but also the hot spot of the World Cup. Instead, it stands at the height of Wanhe’s brand building and enterprise development, and will sponsor the World Cup. All sports marketing is used as a path and means to serve the development of enterprise development. In this sense, with the acceleration of the internationalization journey of Wanhe, more and more will appear in major international sports events in the future. And the figure - after all, international companies need international marketing hotspots to match.
Not only is it unique, but it should be the same for other domestic companies.
