The World Cup has always been a legend. In this fierce battle, many home appliance giants are aiming at the traffic effects brought by the huge sports fans, and in different ways to catch the World Cup marketing express.
In fact, not only the World Cup, sports marketing in various competitions has become a competitive means of competition among major home appliances companies. In addition to the combination of Hisense and the World Cup, over the years, companies including Gree, Midea, Konka, Little Swan, etc. have acquired shares in well-known sports clubs, or sponsored sports events, or purchased sports event copyrights, enjoying the benefits of sports marketing. High exposure rate.
In February last year, Konka signed a contract with Suning Football Club to become the sponsor of the team's chest advertising. In the same year, Konka became the official partner of La Liga China. Within one year, Konka has played sports marketing twice and transformed the high-end market. With the 2017 Snooker World Cup, Little Swan has also made a breakthrough in the management of fans.
The two giants of white electricity, Gree and Midea, also competed in sports marketing. As early as 2007, Midea Group has become a partner of the China Swimming Association. In 2015, Gree Electric Appliances became the partner of the International Ice Federation Women's Ice Hockey World Championships. Gree insiders said: "In the sponsorship of sports events, Gree will choose the right target. The international market is an important direction for Gree."
It is worth noting that Gree and Midea have recently announced that they have won the bid in the Russian World Cup venue project. Gree said that its "high-efficiency screw-type water-cooled chiller" won the World Cup venue project and became the only water machine brand to win the bid. The United States also said that its central air-conditioning has won the air-conditioning project of 11 venues of this World Cup. At the same time, Midea's home air-conditioning products also entered the stadiums and construction sites of the World Cup in Russia.
And this pair of family has not let each other in sports marketing. Gree and Midea had a big mouthful for "who won the Olympics."
On the eve of the Rio Olympics, Gree announced through the "Dong Mingzhu from the media" official number, "Gree air-conditioning fully entered the various venues of the Rio Olympic Games." Later, the US side also publicized the winning bid for the Rio Olympic Games, emphasizing that the United States has fully won the bid to host 15 venues for the Brazilian Olympic Games. Since then, the two sides have been "arguing" about the identity of the "only" winning air-conditioner of the Rio Olympic Games.
From the mutual dispute of the "National Science and Technology Progress Awards", the dispute between talent technology and the "Olympic Order", Gree and the United States' "opportunity" can be described as ubiquitous.
Zhang Jianfeng, deputy secretary-general of China Household Electrical Appliances Business Association, said: "The battle behind the white giants is reflected in the intensified competition in the industry. With strong brand power and numerous resources, enterprises can have an advantage in profit and reputation. There will be fierce competition around these superior resources."
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