"Retirement" brush screen Huadi small cost marketing grab the limelight
In the 2018 Russia World Cup final, the French team defeated the Croatian team 4-2, and won the World Cup for the second time since 1998. As a secondary topic outside the stadium, Vantage also earned an eye. Despite the huge momentum of the Chinese brand that went to the World Cup, it was unexpected that Vantage, who was a small-cost “hot spotâ€, was robbed of the limelight. The French team won the domestic consumer and followed the light After 20 years, I will hold another cup. The excitement and joy of the French team naturally do not have to be said. In addition to the fans, the most concerned about the French team's championship, there is another group of people - the Chinese consumers who bought the Vantage Gas Appliances "winning package". According to the merchant's promise, the French team won the championship and they will get a full refund. In early March of this year, the Chinese home appliance company Vantage signed the French football team to become the official sponsor. "The French team is the favourite to win the World Cup this year in Russia." At the time, Vantage's official rhetoric showed a taste of "gambling." Half a month before the start of the game, Vantage made a full-page advertisement in a newspaper, and the advertisement of “The French team won the championship†was eye-catching. According to the company, if the French team wins the World Cup in 2018 Russia, consumers who purchase Vantage's "winning package" within the specified time will receive a refund according to the invoice amount. According to the follow-up announcement, the refund responsibility of the offline channel is borne by the sales regional distributor. The terminal retail sales of the offline channel “winning the full amount†products is expected to be about 50 million yuan. If the actual refund occurs, the dealer shall bear the purchase cost and part of the promotion fee for the designated product of “winning the full refundâ€, and the fee will be less than 50 million yuan. The refund responsibility for online channels is borne by the company headquarters. The terminal retail sales of the designated products of the channel “winning the full amount†are estimated to be approximately 29 million yuan. If the actual refund occurs, the company headquarters shall bear the production cost and part of the promotion cost of the designated product of “winning the full refundâ€, and the fee will be less than 29 million yuan. The total amount of refunds for online and offline channels should not exceed RMB 79 million. In other words, the French team won the championship, and it is expected to let Chinese consumers “like to mention†79 million yuan. Topic brushing the first day of the redemption response Vantage’s marketing enthusiasm is actually ignited step by step. At the beginning, many people felt that the practice of the company was full of “routines†and they didn’t care too much. But as the French team triumphed all the way, Vantage marketing was discussed again and again. The French team is getting closer and closer to the summit, and people are paying more attention to the "gambling" of Vantage and France. The victory of the French team immediately brought a huge wave of traffic and attention to Vantage. The relevant person in charge of Vantage told the reporter that after the French team won the championship, its official micro-signal pushed the “return full payment†announcement for the first time, and the reading amount reached “100,000+†in 30 minutes, which smashed social media. Yesterday morning, a consumer in Taiyuan, Shanxi became the first person to “return the full amountâ€. Judging from the information that has been circulated, those consumers who have actively honoured the prizes are still very happy to take photos in the advertising photo frame of “Hua Di retire†and “received moneyâ€. According to data from Suning, during the entire period from June 1 to July 3, Vantage’s online sales in Suning Tesco increased by 64.85% year-on-year, and the sales of related products of “Winning Package†increased by 152.05%. During the extension period from June 30th to July 3rd, due to the good performance of the French team winning Argentina, the overall sales growth was obvious, and the four-day sales accounted for 32% of the total sales. At present, the Suning after-sales team has launched a refund service, and there are not many consumers who register on the first day. The refund service of the Gome offline store was also started simultaneously, but no consumer went to the prize yesterday. Four or two dial-up interactive marketing is more convenient In the World Cup year, it is not new for companies to use the World Cup "hot spots" to engage in marketing. At the start of the World Cup, among the 17 different levels of sponsors listed on the official website of the FIFA World Cup, Chinese brands occupy 7 seats. But Vantage chose another route - tied to the French team. How much did it cost? The company has not disclosed it yet. However, according to the first quarterly report of Vantage, the sales expenses in the report period surged from 296 million yuan in the same period last year to 388 million yuan, an increase of 92 million yuan, which estimated that the sponsorship fee should not exceed 92 million yuan. Compared with the Chinese brands that frequently appear on the World Cup, compared to the tens of millions of dollars in sponsorship fees, Vantage may not spend much money this time. According to the first half of the performance of Vantage's first half of the year, it is estimated that the net profit attributable to shareholders of listed companies from January to June will be 307 million yuan to 354 million yuan, an increase of 30% to 50%. “Simple and rude money marketing is difficult, and spontaneous fission marketing is the way out.†Liang Zhenpeng, an expert in the home appliance industry, believes that Vantage has successfully implemented a spontaneous fission marketing event involving the whole people in China’s home appliance industry. The influence has reached the brand promotion effect of four or two. The marketing method characterized by “simple and rude burning of money†has been difficult to resonate in the hearts of young consumers after the 80s and 90s. Furniture Brackets and Connectors Furniture Buckles,Drawer Knobs,Kitchen Cupboard Pulls Handles,Furniture Decorative Edge Handle ChongQing Troya Hardware Manufacture Co., Ltd , https://www.cqtroya.com