Guide
From the outside world, this World Cup marketing highlights the courage and courage of Vanguard, the chairman of Vantage, but it also exposes the transformational pain of Vantage.
In the early morning of July 16th, the World Cup came to an end. The French team regained the World Cup Cup after 20 years. Together with the fans of the French team, and the consumers who bought the Vantage 'winning package'. Everyone is asking: Vantage Really retreat?
In this regard, Vantage insiders responded to the 21st Century Business Herald reporter: 'At present, the company's marketing executives and relevant responsible persons are in the market, and the core guarantee market refund activities proceed smoothly.'
In the first time when the French team won the championship, Vantage announced the official launch of 'Retirement' on Weibo, WeChat and other official platforms. According to the refund process, online product refunds will be returned in the form of corresponding e-commerce platform shopping cards. Customers who purchase through offline stores need to go to the store to register for a refund.
With the start of the refund process, on July 16th, Vantage Co., Ltd. (002035.SZ) opened more than 7%, and the highest price reached 16.06 yuan, and finally closed at 15.18 yuan. But since the start of the World Cup on June 14th, Vantage The stock price has fallen by 46%, and the market value has shrunk by 12 billion.
In the past two years, Vantage, who entered the 'Pan's era', is undergoing a transformation and transformation of brands, products and channels. The marketing plan of the World Cup was signed by the chairman Pan Yejiang personally, and also caused the contradiction between Vantage and production. Once again surfaced.
According to the latest news, the Huadi Beijing-Tianjin dealer who had lost the link due to the inability to pay the refund for the championship has been contacted, but due to physical discomfort, he is currently undergoing treatment in a hospital in Tianjin. For the refund arrangement in Beijing and Tianjin Subsequent processing, the above-mentioned Vantage insiders said that 'it is not convenient to disclose too much in the judicial process,' but he stressed that Vantage has always regarded dealers as a community of interests of the company.
79 million instigation of 1 billion sales
In May of this year, Vantage announced the launch of the 'French team won the championship, Vantage retired the full section' marketing activities. With the French team leveling up, Vantage's 'gambling' has become a hot topic. Everyone cares: How much will Vantage pay for this? cost?
On July 16th, the reporter visited the retail outlets of the four Vantage lines in Guangzhou. They did not see the people who came to the refund, but in the Suning Tesco (Tianhe Store), before the Vantage store in Guangbaitianhe Zhongyi Store, Post the 'Winning Package' refund process and related promotional posters. According to the on-site sales staff, they have not required to come to the store for consultation because they have previously sent a text message or a phone call to notify the refundable consumers.
The store notification SMS shows, 'Within July 16-24, with ID card, ID card copy, invoice, contract registration, after 25th, the customer service specialist will inform the customer in batches and which refund point will be refunded. Guangbai Tianhe Zhongyi store sales staff said that the exact refund details have not been received yet, 'The company has not yet issued a plan, we just notified the unified arrangement of the 25th refund.'
The reporter learned from the store contract that when consumers buy, they can choose to win the full refund or give away gifts (300 yuan cheaper). Many people come to the championship package, but they would rather spend 300 yuan instead of choosing. Full refund. Take Suning Tianhe Store as an example. During the World Cup, more than 200,000 items were sold, but in the end, only 20,000 yuan was paid.
According to the preliminary statistics of Vantage, from June 1st to July 3rd, 2018, the terminal sales of the designated products of the 'Retirement' activity totaled about 79 million yuan, of which 50 million yuan was offline and 29 million yuan was online. The total retail sales driven by this amounted to 1 billion yuan, of which online and offline increased by 30% and 20% respectively.
'This event brings a good value to our marketing. The marketing action of Vantage has been relatively new and forward-looking. I believe that it will bring vitality and surprise to the industry and the market in the future. 'The above-mentioned Vantage insiders believe that the refund The amount is within the budget. Last year, Vantage's revenue was 5.731 billion yuan, and the net profit was 510 million yuan. The refund fee only accounts for 1.4% of the annual revenue.
'Before the home appliance industry marketing was dominated by price wars, advertising wars, and channel wars. This kind of 'simple and rude money burning' marketing method is relatively backward. It is difficult to generate emotional resonance and lack of interaction in the hearts of young consumers after 80, 90. Experience. 'Electrical industry analyst Liang Zhenpeng said in an interview with the 21st Century Business Herald on July 16 that this time, 'Walti successfully implemented a spontaneous fission marketing campaign involving the whole people in the Chinese household appliance industry'.
At the same time, this has nothing to do with the embarrassment of the kitchen appliance industry. According to Avi Cloud (AVC) statistics, due to the cooling of the real estate industry, the growth rate of the kitchen appliance market began to decline in the second quarter of 2017. Under the dual influence of the lag effect of the purchase restriction and the dislocation of the Spring Festival, the retail sales of the domestic kitchen appliance market decreased by 6.15% year-on-year, with the decline of the first-tier cities and surrounding areas being the most obvious.
'In the past two years, Vantage's revenue has been getting closer and closer to the boss (electrical appliances), and the growth rate is also faster. In addition, the United States, Haier and other integrated appliance groups frequently exert their strength, and the space of small brands will be further squeezed. Guo Meide, vice president of Aowei Cloud Network, seems that the future pattern of the kitchen power industry is likely to change from the current side of the party, the boss 'shuangxiong hegemony' to the Emperor's 'three countries'.
Transformation pain
In fact, in addition to Vantage, home appliances companies including Hisense, Wanhe, Midea, Changhong, Gree and other home appliance companies are also trying to use this year's 'World Cup' to vigorously promote sales, but the way is 'conservative' a lot, such as Hisense will spend 100 million US dollars (equivalent to up to 6 Billion yuan) has become an official sponsor of FIFA, and the effect has not yet come to the forefront.
From the outside world, this World Cup marketing highlights Pan Yejiang's courage and courage, but it also exposes the transformational pain of Vantage. After Pan Yejiang stabilized, he began to carry out a number of reforms to Vantage, from the market layout differentiation, product intelligence , the flattening of channels and other aspects of the implementation of 'Pan's New Deal'.
Among them, the transformation of the channel is the most difficult. It is understood that Vantage currently implements the exclusive agency distribution system, and cooperates with the settlement method of 'first payment after the goods' to ensure sales efficiency. Its agent mode is based on the delivery of goods, the dealers rely on The bill of lading is borrowed from the bank. After the bank collects 30% of the mortgage, the bank will transfer the money to Vantage. The dealer will become the creditor of the bank with the unsold goods. When the goods are sold back, the loan will be returned to the bank. Pay bank interest.
According to a dealer, in order to make the company work, Vantage will pressurize the dealers. 'If it is not completed, it will be fined 2% of the value of the delivery.' Guo Meide told reporters that in the past, most kitchen appliances were distribution models. It is to order large orders for dealers, and then let them do retail. 'When the industry is cold, the dealer's inventory pressure is still there, so this extreme event (loss) will inevitably occur. 'Guo Meide said.
Vantage also disclosed that last year Vantage standardized its sales policy, canceled a special sales policy, and unified the national customer delivery price. The reason why Wang Wei’s Beijing Vantage Gas Appliance Sales Co., Ltd. and Tianjin Vantage Gas Appliance Sales Co., Ltd. were seized is Because 'can not effectively follow the transformation of the company's business strategy, failed to adjust the market strategy in a timely manner, resulting in huge operational pressures'.
According to reports, Beijing-Tianjin Vantage last year's delivery amount of 163 million yuan, accounting for 2.84% of the company's total sales. And this 'winning the full refund' activity offline channel refund responsibility is borne by the sales regional distributors, dealers need The cost of the commitment is mainly the purchase cost of the designated product and part of the promotion fee. The refund responsibility for the online channel is borne by the Vantage headquarters.
'Online is operated directly by the headquarters. This is definitely no problem. Any company will not make fun of its own credibility. But the offline has to go through the agent, and the agent needs to pay for it to do this thing. There will be certain The risk. 'Guo Meide said. The above-mentioned insiders of Vantage told reporters that there are restrictions on the inside of the dealer's refund responsibility company. 'The users in Beijing area are also within the scope of this refund. There is a specific guiding arrangement for the activity process on the official website of Vantage.'