As the Russian team kicked off the World Cup 5-0, the sport's eye feast officially let fans all over the world revel. Although the Chinese football team was absent from this World Cup, it did not prevent Chinese fans and friends from showing full love for the World Cup.
Unlike the previous World Cup games, the 2018 World Cup is full of Chinese taste. Chinese home appliance companies have taken advantage of this to open up the sports marketing event. It is unprecedented. As many as 7 of the World Cup sponsors come from China.
As early as 2017, home appliance companies set off a wave of World Cup sponsorship. In April last year, Hisense Group announced that it will become the official sponsor of this World Cup. Gree and Midea, the leading Chinese air-conditioning company, also got involved in the World Cup by providing refrigeration solutions for World Cup venues. However, the opening of China's home appliance World Cup sports marketing event began in May this year.
On May 30, Vantage took the lead in the Southern Metropolis in the form of full-page advertisements to set off a wave of marketing battles for home appliance companies in the World Cup.
Vantage advertised "French team wins, Vantage retires", saying that if the French team wins the championship, consumers who purchase Vantage's "winning package" from June 1 to 30 can enjoy a full refund.
After that, Changhong, Meiling, Wanhe also followed up and joined the marketing war. Sichuan Changhong offers discounts including goal discounts and promotion discounts. The goal discount refers to the purchase of designated products during the World Cup to enjoy the discount of 100 yuan for each goal scored by the Belgian team, and the promotion discount refers to the purchase of designated products to enjoy Belgian entry 20% discount for the top 16, 30% discount for the top four, 40% discount for the final, and 50% discount for the championship.
Meiling Electric has slogan "Belgium Wins M Fresh Free" in all major stores, promising to buy the M fresh refrigerator from June 4 to July 3 online or offline to enjoy the Belgian team There are 20% discounts in the quarterfinals, half price for the finals, and free tickets for the championship. If you buy other products, you can get 1,000 yuan in cash.
Wan He replaced the "bet" with the Argentine team, and attracted consumers with activities such as "cash back on promotion", "50% off shopping for players' gold boots", and "Argentina wins million and free bills" activities.
What is the value of World Cup marketing?Starting with Sony and Samsung, global home appliance brands have joined hands with world-class top-level events and have already become a shortcut to enhance the brand image and drive terminal sales. The large number of fan groups and high-profile ratings have made the World Cup always an arena for major brands in the world.
In today's increasingly rich products, the competition of enterprises has not only been the competition of products, but also injected the power of the brand. The more mature the market, the more the credit system invades all levels of society.
Fortunately in the domestic market, Chinese companies have gone abroad to enter mature markets such as the United States and Western Europe. The biggest problem they face is the issue of corporate credit. Credit has a precious value for Chinese brands to become world brands. The World Cup is not just a sporting event, it is also the feeling of many countries and fans. As a result, Chinese home appliance companies have aggressively entered the World Cup, showing themselves through various means on this stage.
Feelings can bow to bread, but feelings will not be forgotten. Feelings that are not forgotten are brands. In the process of Chinese brands going global, it is worthwhile to constantly cater to the power of feelings.
At the same time, the high exposure of the World Cup and a large number of fan groups can also open a gap for Chinese companies in these mature markets, allowing Chinese companies to achieve a foothold in mature markets. Only if Chinese home appliance companies can improve their market through marketing, and turn the market's nurturing into their own credit, then the road of Chinese home appliance companies to mature markets is undoubtedly a road.
The increasing number of Chinese brands that have emerged in sports events not only means the rise of Chinese brands, but also represents the self-confidence of Chinese brands, including quality self-confidence, brand self-confidence and marketing self-confidence.
The difference in this World Cup is that this World Cup is very likely to be the curtain call between Messi and Ronaldo. The final matchup of the two world football leaders in the top competition in the past ten years has added to this. The highlights of this World Cup have made this World Cup even more heroic.
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