In 2018, the World Cup in Russia has entered the quarter-finals, and the list of the top four is released. During the rest of the week, the teams will compete fiercely around the 'Hercules Cup', which will also push the World Cup to a climax. .
Hisense, Vantage, Changhong Meiling, TCL and other home appliance companies have invested a lot of money to launch various World Cup marketing initiatives.
'Belgium wins, M fresh free of charge', enters the quarter-finals to play 20%, enter the final half-price ... signed the Belgian national team, became the official sponsor of the Belgian national football team, Changhong Meiling, the launch of the preferential policy can be described as dazzling. However, this has caused many consumers to be suspicious: 'Into the top eight to play 20% off', 'winning the title is exempt from the single' and other promises can be honored?
It is reported that on the day when the Belgian team advanced to the quarter-finals, Changhong Meiling began to fulfill its cashback commitment and became the first brand in the home appliance industry to be cashed out to consumers.
According to insiders of Changhong Meiling, Meiling's measures are to provide consumers with greater preferential coverage. After the promotion to the top 8 in Belgium, the company will return 20% of cash at the main venue in Beijing and 33 sub-meetings nationwide.
Xu Dongsheng, vice chairman of China Household Electrical Appliances Association, believes that home appliance companies have tried their best in this World Cup marketing war. Many companies are gambling to win the title. Changhong Meiling has made innovations in the traditional 'sports marketing' model. Within 20% of the redemption, enhanced brand credibility.
Wu Dinggang, president of Changhong Meiling, said that the company's marketing plan at the World Cup is a major breakthrough in differentiated marketing. 'The company will always pay attention to the game process and maintain high communication with consumers.'
It is worth noting that Changhong Meiling just announced that the company's A-share stock abbreviation has been changed from 'Meiling Electric' to 'Changhong Meiling', and is closer to the Changhong Department. Backed by Changhong, the big tree, Changhong Meiling promised this time. It seems that there is no difficulty in cashing.
In addition to Changhong Meiling, Changhong Department Changhong Huayi (formerly known as Huayi Compression), Changhong Minsheng, Changhong Energy and many other companies have completed the name change.
Liang Zhenpeng, an industrial economist, said: 'At present, the Changhong Department is preparing for a new round of integration. The Changhong Department of the Army is expanding. It intends to enhance the overall product premium of Changhong by integrating and enhancing the industry and technology synergy. The sports marketing is Changhong and Changhong Meiling jointly completed, in the future, or in a multi-field overall efforts to enhance the right to speak. '