Home appliance brands gather in the World Cup. Why does Wanjiale become the biggest winner?
The Qatar World Cup attracted great attention. With its own labels and aura of "the most entrenched in history", "black horse", "creating the most famous scenes in history", it ushered in the final list of the top two players. This global carnival sports event not only makes the audience's adrenaline soar, but also makes each brand full of energy. It takes advantage of marketing to try to attract consumers' attention through eye-catching activities and creativity, and then make the brand famous at home and abroad.
As we all know, no matter what color TV sets you need to watch the games, or what night snacks you need to watch the games, you can't do without home appliances. This also makes the home appliance brand the "closest partner" during the World Cup. With its unique congenital advantages, home appliance brands aim at the World Cup cake and try to attract consumers through a variety of marketing activities.
In this cake fight without gunpowder smoke, New Observation of Kitchen Electronics believes that Wanjiale, who is competing for the World Cup for the first time, has the potential to become the biggest winner.
01. Use different tricks to fight for traffic
Since the start of the World Cup, the happiest moment for fans is that a group of friends sit on the ground around the living room, eat a delicious supper and drink beer, sometimes cheer for their favorite teams and stars, and sometimes cheer for the wonderful scoring scenes. As one of the "main venues" of the World Cup, the color TV brand took the lead in the brand marketing of the World Cup.
As the official sponsor of the Qatar World Cup, Hisense called out the advertising slogan of "First, Second in the World", which was full of gimmicks and aroused heated discussion. It also launched the combination of "variety+sports" - "Hi Football Teenager", which brought out a sense of existence; Compared with Hisense's "great wealth and great boldness", TCL focused on signing the Brazil team, and put forward the slogan of "open the T together, dare to be extraordinary". Before the World Cup, the four stars were officially announced as the global image ambassadors of the brand to create momentum.
On the other hand, as the mainstay in the household appliance brand camp, many kitchen electric brands are unwilling to be outdone and have offered big moves one after another. Participate in the "scuffle" with various activities such as signing football stars, signing teams, giving away when you buy, and winning the World Cup free of charge. Besides cheering for the World Cup with all consumers, you have also successfully sounded the bugle call for the brand to go to sea or the strategic layout of globalization.
Wanjiale, the representative of Guangdong kitchen electric brand, participated in the marketing of the World Cup for the first time, betting on Argentina's national football team, and officially announced that it would become its regional sponsor. It hoped to open up overseas markets and domestic online and offline channels through the World Cup hot spots, and put forward the policy of "Argentina's coronation, Wanjiale's exemption", with full sincerity; In addition, Vantage signed a contract with the Portuguese national team, officially becoming the partner of the Portuguese team in the World Cup, and launched the "Portuguese team wins the championship, and the purchase of Vantage winning package will be refunded"; Wanhe officially announced that he had signed a contract with the German Football Association to become the official partner of the German national football team, and launched the activity of "German team promotion, Wanhe immediately returns to the scene".
02. The national brand Wanjiale is famous at home and abroad by taking advantage of the World Cup
The reason why the World Cup can become a competitive place for brands lies in the youth, vitality, passion, dedication, love, pursuit of perfection, dream, seriousness and hard work shown by sports events, which not only provides fertile ground for the field stories, but also complements the brand image to a certain extent. In addition, the more important point is that fans who are keen to watch the game occupy a large number of major consumers. If they can grasp the preferences of these users and resonate with them on the same frequency, they will certainly bring positive empowerment to the brand.
It is reasonable to say that there are 32 teams from all over the world participating in the World Cup, and each team has a large number of fans behind it. No matter which team it supports, the advantages outweigh the disadvantages for its own brand. It is also certain that its appearance in the World Cup is a victory for the brand.
So why did the New Observation of Kitchen Electricity show that Wanjiale has the greatest potential to win at the beginning of the article?
First of all, Wanjiale made a wise choice in signing the team.
Argentina's national football team, known as the "Eagle of Pampas", has won the championship of major events for many times, and has created a record of 35 consecutive international events in the past three years. Their spirit of daring to create, dare to challenge, and work hard on the field has made them have a strong fan base in the world. As a national brand with 37 years of deep cultivation in the kitchen and bathroom industry, Wanjiale, at the beginning of its business, had the desire to let the people take a hot bath, and at the same time, it continued to carry out technical innovation and product research and development with unremitting persistence and pursuit of excellent quality and technological innovation, which can be called the national light of kitchen electric brand. The two together brought their own topic making machine.
Argentina has lived up to expectations. With a strong team of superstars such as Messi, DiMaria, Martinez, and so on, Argentina has overcome difficulties and made a strong advance to the final in the face of the constant dark horses and masters. In contrast, the national teams signed by other brands have already been eliminated or stopped in the top eight. There is no doubt that the longer the time span of the team in the game, the longer the exposure time for the cooperative brand side will be, which allows Wanjiale to enjoy the traffic password.
Secondly, Wanjiale has its own aura of "koi".
As mentioned earlier, Wanjiale participated in the marketing of the World Cup for the first time, but made a surprise bet on the team that reached the final. This "luck" makes it carry its own aura of "koi". On the one hand, it is the "fledgling" in the marketing of the World Cup; on the other hand, it is the "stable, accurate and ruthless" precise attack in the face of unpredictable events. The strong contrast makes it easier for consumers to remember. For overseas markets, it is also a powerful "face brushing".
But in fact, all coincidences are inevitable. This is just like Wanjiale's years of polishing in the kitchen electricity field. It has always been driven by the user's needs and has devoted itself to research. It has more than 1000 core patent technologies in the foreword. Its products cover hot water, kitchen electricity, water purification and heating, and continue to lead the industry innovation.
Third, the fancy marketing of Wanjiale shares a win-win situation with consumers.
For a long time, Wanjiale has always paid attention to brand building, and there are numerous cases of explosive marketing. For example, he served as the happiness booster officer through the cross-border popular TV series "Happiness to Ten Thousand Families", held a summit forum with well-known designers, joined hands with well-known songwriters and powerful singers in the music industry, and launched the original song "The People Who Missing Home", which conveyed the warmth and beauty of home to consumers, and also accumulated rich experience in marketing planning for himself, laying a solid foundation.
During the World Cup, the performance of Wanjiale in marketing activities is commendable. During the competition, Wanjiale tailored itself according to the change of the competition schedule. From the beginning of the competition to Argentina's promotion, it set suspense and introduced "helping Argentina win 1212 yuan red packets" and "giving red packets for promotion to win the championship and win 50% discount", which increased the scale layer by layer, increased the fun, and also formed a strong stickiness between consumers and brands. It is not difficult to find that, no matter whether Argentina will win the championship in the end, in the process of supporting the running, Wanjiale has shown the style of its national brand on the international stage. At the same time, Wanjiale has made consumers the biggest winners in the event by making real profits with real gold and silver.
epilogue
According to the official data of FIFA, the official number of people watching the 2018 World Cup reached 3.572 billion, including 1.12 billion people watching the World Cup final for at least one minute. It has been predicted that this year's Qatar World Cup will attract 5 billion people from all over the world, which means that more people will watch this World Cup. As a regional brand of Argentina, Wanjiale will naturally become the global focus again.
This year's World Cup marketing war has ended. It is certain that all the household appliance brands involved in the marketing have successfully taken a step forward to show the brand image to the world. As the leading finalist Argentina, Wanjiale will undoubtedly become the biggest winner in the marketing.
