When the referee blew the whistle at the end of the game, when the French team beat the Croatian team 4-2, won the World Cup, when Vantage officially released the "return full payment" news, the 2018 Russia World Cup, finally ushered in a happy finale !
In the past month, the World Cup has brought too much happiness and surprise to people.
From C Ronaldo's fabulous hat-trick, the demise of Mbape, the fulfillment of the redeemed Messi, the horror of South Korea's defeat of Germany, and the various expressions of 'Neymar Roll'. Give the people of the world unlimited talks.
According to FIFA official forecast, during the World Cup in Russia, more than 3.2 billion people watched the game worldwide. According to statistics, for every 1% increase in brand awareness, it will cost 20 million US dollars in advertising fees. With sports events, the same cost can be used for popularity. Increased by 10%. Therefore, as the world's largest traffic vent, the Russian World Cup has become a marketing highland that the world's corporate brands are competing for.
It is understood that during the World Cup in Russia, the advertising costs of corporate brands in the world were as high as 15.4 billion yuan, while the Chinese brand's advertising investment during the World Cup totaled 5.35 billion yuan, more than one-third of the total investment, ranking first in the world. Take the home appliance industry as an example, there are strong participation of Changhong, Meiling, Vantage, Wanhe, TCL, Hisense and other enterprises.
The famous host Bai Yansong once commented on the Russian World Cup: This World Cup, except for the Chinese football team did not go, the other went. Although this sentence has a ridiculous meaning, but another interpretation, explain the Chinese elements The energy contained is greatly released during the World Cup.
In all the marketing of the market, the brand sponsored by the kitchen appliance company won the championship, and the consumer can get cash back or even exemption, attracting enough eyeballs.
According to the data, the sales of Vantage's offline and online channels exceeded 700 million yuan and 300 million yuan respectively, with year-on-year growth of more than 20% and 30% respectively, and the effect of sales was extremely obvious.
'The overall market for the home appliance market is not as good as last year. The worse the market is, the more the company is making more efforts to promote and promote the products. ' Home appliance experts said that compared with previous years, the investment of home appliance companies in this year's World Cup and marketing methods Innovation is more time-consuming.
Indeed, compared with the previous World Cup, the marketing methods of home appliance companies are more flexible and the effects are most obvious. Many home appliance companies are betting all the time. It works, it is suspense for consumers, which also increases the fun of consumers watching the ball.
In the view of senior industry economic observer, home appliance/IT industry analyst Liang Zhenpeng, it is important for home appliance companies to launch promotional promotions in the World Cup marketing war. However, the actual preferential strength is the key to impress consumers. In this competition, it is naturally necessary to pay a higher cost. However, since the brand's domestic and international influence has been enhanced, the brand has become younger, more fashionable, and more high-end, and it has also benefited the hardcore users. Naturally, it is important to have a return on its tangible (product sales) and intangible (brand value).
Being able to appear in the world-class arena, even sponsoring the team and signing the world's superstar endorsement, it shows that the Chinese brand has the global competitiveness and strong self-confidence, and also shows the promotion of Chinese companies' overseas marketing awareness. Marketing, whether it directly promotes product sales or indirectly enhances the brand's global popularity, has played a significant effect. Applying a sentence from C Ronaldo's commercials, from full strength to victory, this is the beginning of a strong start for Chinese brands.