In the early morning of July 16, with the French team defeating Croatia to win the 2018 Russia World Cup, the French team sponsor Vantage immediately released the news of 'returning the full launch', fulfilling the previous 'French team won the championship, Vantage retired the full amount' Commitment. Although the surface looks like, Vantage lost 79 million yuan, but in fact, Vantage's marketing activities are profitable.
According to Vantage’s announcement that the 'French team won the championship, Vantage retired the full amount' activity, during the period from June 1st to July 3th, 2018, Vantage will purchase the Vantage-designated products and participate in the 'winning the full refund' campaign. According to the invoice of the designated product, the invoice is refunded in full. Wang Dizhao, the representative of Vantage Securities, said that if the French team wins the championship, the headquarters and the dealer will bear the marketing expenses together, the headquarters will pay for the e-commerce channel, and the dealer will pay the offline channel.
The specific refund process for the online and offline channels is also different. According to the notice of the previous event of Vantage, after the French team won the championship on July 15, 2018, the official authorized store of Vantage Online will return to the customer platform according to the customer invoice amount. Card; consumers who purchase offline will complete the 'refund registration verification procedure' within the time limit notified by the local dealer during the refund consultation, and return the cash.
Regarding the sales during the marketing activities, Vantage announced that the refund responsibility for offline channels will be borne by the sales regional distributors. According to preliminary statistics, the total retail sales of offline channels during the activity period is expected to be more than 700 million yuan, a year-on-year increase of 20%. The market for retail sales of the designated products is estimated to be about 50 million yuan, and the retail sales of the designated products account for about 7% of the total retail sales of the offline channels. The cost to be borne by the merchant is only the purchase cost and part of the promotion cost of the designated product. The fee will be less than 50 million yuan.
The online channel's refund responsibility is borne by the company's headquarters. The total online retail sales during the event is expected to be more than 300 million yuan, a year-on-year increase of more than 30%. The final retail sales of the designated products are expected to be approximately 29 million yuan, 'winning the full refund' designated retail sales of designated products accounted for about 9.67% of the online channel retail sales. If the actual refund occurs, the cost of the company headquarters is only the cost of the designated product. Promotional expenses, instead of 'winning the full refund' of the terminal retail sales of the designated product, the fee will be less than 29 million yuan.
'This event has been widely disseminated on the public level, which virtually reduces the marketing expenses that the company needs to invest in the follow-up. At the same time, the marketing campaign has significantly improved the terminal retail business, and the brand awareness has also been greatly improved. 'The relevant person in charge of Vantage shares said.
Industry observer Hong Shibin pointed out that this is a multi-win marketing case, the French team won the championship, whether it is the consumer, the French team or the Vantage itself, will be profitable. For Vantage, the marketing directly promotes the 'champion product' The sales volume has increased, and at the same time, it has also driven the sales of Vantage products.