The 2018 World Cup in Russia, compared to the past, for most of the fans, the game is still the same heartily. However, the emergence of the "winning the championship" marketing storm in the World Cup is not only for fans, but also attracts the majority of fans. Consumers' eyes make this year's World Cup look very different.
Now that the World Cup is over and the French team has already won the championship, how will consumers who pay for the brand's "winner free" marketing ultimately benefit?
"Unexpectedly, Belgium just entered the quarterfinals, I can get a 20% cashback, still watching the game at 4 in the morning, Belgium lore Japan, the excitement has not yet calmed down, I received Meiling in the morning. The call made me come to collect the money in the afternoon. It is unbelievable. The speed of Meiling really surprised me. The refund in disguised form is not fair, or the cash is more direct"...
The above are all the voices of consumers participating in World Cup marketing. There is no doubt that in the 2018 World Cup, Chinese home appliance brands have been pushed to the forefront by turns due to the public opinion effect brought by the "winning the championship".
Industry insiders pointed out, "The World Cup marketing operation of'winning the championship free order' spends advertising expenses on consumers, which is commendable in terms of marketing creativity. However, brand owners can't just talk orally, no matter how hard they are, No matter how many tricks are made, if it can’t be fulfilled, it’s just a gimmick. The real benefits are what consumers value. Honesty is the perfect footnote for any marketing.
Looking back on the marketing process of the World Cup, it can be said that the home appliance brand Changhong Meiling has set a benchmark effect of integrity for the industry with practice. On July 3, just 11 hours after Belgium entered the top 8 results, in the form of a press conference, the behavior of simultaneously returning 20% ​​of cash across the country was more direct and sincere than the disguised refund method. , Which demonstrates the integrity and execution of the Changhong Meiling brand. Compared with the form of cash back in disguise, I believe that most consumers are more inclined to use cash to honor their promises.
"I am honored and fortunate to choose Meiling. I have always trusted this brand. I bought M Xiansheng during the World Cup. On the one hand, it was the attraction of the event, but the more important reason was the quality and quality of M Xiansheng products. Fresh-keeping strength, if there is an event of "winning the championship, free orders", it would be an extra surprise. Facts have proved that my choice was not wrong, Meiling did not disappoint me, nor did it disappoint the majority of consumers who support the Meiling brand." Mr. Wang from Nanjing who has received the cash back said.
"During the'Belgium Winning M Fresh Free Orders' campaign, purchase M Fresh Refrigerators, satisfying the 20% discount of M Fresh users, there are still some people who have not received it, maybe for various reasons, but we will follow-up through multiple channels, To send this part of the cash back to consumers, none of them can be less. This is a response to their trust in the Changhong Meiling brand, and it is also the integrity and responsibility that the enterprise itself should have." said Zou Wenhui, general manager of the domestic marketing department of Changhong Meiling.
Industry observer Liang Zhenpeng analyzed that the user era has come under the trend of upgrading quality consumption. In this World Cup marketing battle in the home appliance industry, substantial discounts and landing are the rules of the game that consumers care about most. Changhong Meiling took the lead in fulfilling the promise of cashback, reflecting extremely high corporate integrity, reflecting excellent product quality, and finding effective ways to realize user value through effective communication with users in the first time. This is a major breakthrough in differentiated marketing. Changhong Meiling's substantive measures to benefit consumers and allow M fresh high-end products with "championship" quality to enter thousands of households are undoubtedly a well-deserved big winner in the World Cup.
A person cannot stand without integrity, and an enterprise cannot establish itself without integrity. The continuous development of Changhong Meiling lies not only in the improvement of product quality, but also in its emphasis on integrity management, always safeguarding the rights and interests of each user, and practicing a virtuous circle of the "user-centric" strategic concept. Relying on its own product strength and brand behavior courage, we also look forward to the future Changhong Meiling can continue to bring more good products to users and create a better quality of life.
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