To say that this World Cup marketing has the most 'creative' home appliance business, that is not the Vantage. With the French team in the 2018 Russia World Cup quarter-finals, the semi-finals continue to advance, sponsor Vantage with its 'unique ' The marketing method has received much attention from all walks of life.
The World Cup is in full swing, Vantage launched the 'French team won the championship, Vantage retired the full amount' activity, cast a deep water 'bomb' to the lively World Cup, followed by 'Beijing, Tianjin dealer lost contact was investigated' news four. Vantage Whether this wave of World Cup marketing operations may bring business risks, become a hot topic.
To this end, the "Securities Daily" reporter investigated the ins and outs of this incident, restore the "Wat Emperor Beijing-Tianjin dealers lost contact" the beginning and end of the truth.
Inciting 1 billion yuan in sales
Paying power
At the time when the giants made their best for the World Cup marketing, Vantage bet on the French team and launched the 'French team won the championship, Vantage retreats the whole money' game to stand out, so that the frequently blasted World Cup really burned.
Before the opening of the World Cup, Vantage publicly promised 'the French team won the championship, Vantage retired the full amount'. In the Russian World Cup eighth-final, the French team defeated Argentina 4:3, advanced to the quarterfinals, Vantage hot iron, and announced The event is over three days.
Undoubtedly, Russia's World Cup marketing directly promoted Vantage brand promotion and market sales. It is reported that only '618' one day Vantage sales increased by 450%, sales conversion rate as high as 86%, and the cumulative sales of winning packages entered the top three in the industry.
However, people in the industry also quickly issued a question about 'Whether Vantage can afford it' and 'whether it will affect the annual performance'.
In this regard, marketing expert Hong Shibin said: 'The cost of Warner's payment is about 80 million yuan, and this is not a burden for Vantage, which has a sales of 6 billion yuan a year. Compared with other marketing in the World Cup. The company invested more than 100 million yuan, Vantage's approach has achieved more than expected results. This World Cup home appliance business marketing method is more flexible, the brand value and marketing value effectively combined.
According to the preliminary statistics of Vantage, the refund responsibility for the online and offline channels of the 'winning the full refund' activity is borne by the company headquarters and regional distributors. If the French team wins the championship, the actual refund amount of the designated products will not be More than 79 million yuan. It is worth noting that, in addition to the sales growth during the hedging activities, Vantage will have to pay less, but this marketing event has driven sales of over 1 billion yuan. .
The relevant person in charge of Vantage accepted an interview with the "Securities Daily" reporter: 'Before launching this marketing campaign, Vantage has already predicted the cost and has good control, so this marketing event will not be against Vantage throughout the year. Performance and distribution systems have a greater impact. '
He revealed that even if France finally won the championship, the marketing cost only accounted for 1.8% of Vantage's 1.6 billion sales expenses last year. Before choosing the French team, Vantage conducted a comprehensive inspection and had confidence in the performance of the French team. The company did it after careful consideration.
Dealer event into an episode
Jianxin agent ecology
And just as the Vantage World Cup marketing was hot, a sudden 'distribution of dealers' incident, once again pushed Vantage to the cusp.
A few days ago, a number of media reported on the court's seizure of news from Beijing and Tianjin agents. Some even joked that this is the story of Vantage's internal performance of 'winning the crown and scaring away dealers'.
In this regard, Vantage interprets the 'missing incident', saying that the incident was caused by the personal misconduct of the dealers in the Beijing-Tianjin region, and has applied to the court for the first time to seal the seal, while also ensuring the interests of consumers and all markets. Work continues as usual.
It is reported that this lost agent is not a wholly-owned or controlled subsidiary of Vantage, and its revenue accounts for 2.84% of Vantage's annual revenue.
All along, Vantage adopted a model of agency distribution and fully decentralized. According to a report by the Securities Daily, the lost dealers have several home factories and other investment projects in addition to the sales of Beijing and Tianjin. .
In fact, Vantage had long noticed that Wang Wei was in financial crisis and helped him to ease financial pressure. On June 21, Wang Wei shut down, realizing that the problem was serious, Vantage sent people to Beijing to transfer, moved the warehouse, and maintained normal operations. Maintained the stability of the entire Beijing-Tianjin market and developed new agents.
According to Vantage, during the event, the total retail sales of its offline and online channels were 700 million yuan and 300 million yuan respectively, up 20% and 30% year-on-year. 'Winning the total amount of the title' retail sales of designated products accounted for offline and offline The retail sales of the channel is about 7% and 9.67%. At present, the company has established a multi-level sales ecology with quality distributors.
Zhang Jianfeng, deputy secretary-general of the China Household Electrical Appliances Business Association, said: 'This is two separate events, but it has been widely interpreted by the outside world due to the overlapping of time nodes, and it has been rapidly fermented. This shows that the outside world is paying high attention to the World Cup. This year, the kitchen The growth of the electricity industry has slowed down, and kitchen and electric power companies have tried various marketing methods to seize more market share. The World Cup marketing of the home appliance industry has been brilliant, and Vantage’s innovative marketing method has been compared with the traditional home appliance sports marketing model. It can enable it to drive brand awareness and increase its influence at low cost.
In the first quarter of this year, the kitchen electricity industry market fell by 6% overall. Vantage expects its net profit growth rate in the first half of 2018 to be about 50%.
Hong Shibin said: 'The goal of Vantage is to achieve 10 billion yuan in revenue in 2019, and in 2017, Vantage's revenue was 5.73 billion yuan. To achieve this goal, it needs to achieve breakthrough growth in sales. Vantage tried to pass The World Cup marketing quickly enhances the brand's influence and paves the way for its expansion.'