In the early morning of July 11th, with the French team's 1 - 0 victory over Belgium, the French national team sponsor Vatti shares “ France won the crown, Vatti was free from the single ” the marketing campaign was also into the collection stage. Coupled with the previous loss of Beijing and Tianjin dealerships, Vatti shares in Beijing and Tianjin terminal sales in two places are affected, question whether the shares of Vatti can still be able to avoid a single voice began to rise. According to the data released by Vatti shares a few days ago, once the French team won the championship, Vatti shares will bear a cost of about 29 million yuan. People in the industry believe that the 29 million yuan for Vatti shares is not a burden, but the household appliance enterprises must be vigilant, the world cup marketing is also a test of the dealer system, should be measured.
Beijing and Tianjin channels are being restored
In July 11th, it was reported that Vatti dealers in Tianjin had already stopped working. Because of the closure of the warehouse, some consumers could not take delivery of the goods. At present, Wang Wei, the legal representative of the lost distributor, has resumed contact. He is being treated in a hospital in Tianjin because of ill health.
To this news, Vatti shares in response to the Beijing commercial newspaper reporter said that at present, the headquarters are actively taking over, Beijing and Tianjin part of the sales channels have resumed normal operation, will begin normal delivery.
It is understood that Vatti shares have sent commissioners to Beijing and Tianjin to deal with various problems left by dealers in the original Beijing Tianjin region. Vatti shares are using three measures: first, the first goods after the goods have been guaranteed to be transferred from the field; two is to speed up the recovery process of the channel; three is the after-sale and service system robust support. &ldquo, at present, Dalian lock channel platform in Beijing and Tianjin has reported related sales statistics. Vatti is verifying the data, communicating with customers and properly solving various needs. At the same time, Vatti's electronic business platform has not been affected by the stagnation of Beijing and Tianjin regional agents, and sales have been stable. &rdquo, the head of Vatti's shares, said.
Earlier, according to a notice issued by the second people's Court of Zhongshan, Guangdong, the company ordered the seizure of Vatti and Limited by Share Ltd in Beijing and Tianjin. According to introduction, the general manager of Vatti Jing Jin company is unable to repay the debt due to its debts amounting to 100 million yuan. Statistics show that Vatti Beijing gas appliance sales Co., Ltd. was registered in Fengtai industrial and commercial sub Bureau in 2008. Legal representative Wang Wei, the company's business scope includes the sale of kitchen utensils, toilet appliances, household appliances, furniture and so on. Because of the name of the Beijing Vatti Co., Ltd., the name of the company is “ Vatti ” two words, so there are many people linking the company to the listed company Vatti shares.
About the relationship between the two, Vatti shares in charge of the head of the Beijing commercial newspaper told reporters that Beijing Vatti burning Sales Co., Ltd. is a Vatti stock agent, and there is no affiliation with the shares of Vatti, but the name of the registered company is “ Vatti ” two words.
Alternative world cup of household appliances
Beijing, Tianjin Vatti Limited by Share Ltd dealer &ldquo dealer; running ” the reason, once reported that the Vatti shares for sales growth to dealers to press goods. In this regard, Vatti shares announced that in the past two years, Beijing and Tianjin Vatti Limited by Share Ltd can not effectively follow the company's business strategy transformation, failed to adjust the market strategy in time, leading to huge operating pressure; from April 2018, the company no longer requires money to pick up goods, the main move to reduce dealer inventory and operating pressure, There is a report of the company's pressure on customers to increase sales.
Vatti shares believe that the event is an independent individual event, which has long relied on the development of preferential policies such as the company's sales package. In order to ensure the consistency and sales policy consistency, the company regulated the sales policy in 2017, cancelled a special sales policy package, and unified the national customer delivery price. The customer failed to adjust the management idea, the speed of the channel construction is slow, the product sales structure is not reasonable for a long time, which leads to the slow shipment of the market, which causes a certain stock backlog.
However, “ the dealer runs ” the time happens to happen during the 2018 World Cup, as the sponsor of the top French team in the world cup, Vatti has been questioned whether a single commitment can be achieved and the resulting performance impact. In this regard, Vatti shares announced that &ldquo, the French team won the title, Vatti retired the full ” the cost of marketing activities in the company's annual budget, is a company controlled cost, will not have a significant impact on the distribution system and the performance of the company.
In recent years, with the help of sports competition, force marketing has become a trend in Chinese enterprises, which has reached its peak in the 2018 World Cup. Take the appliance industry as an example, Changhong, MeiLing, Vatti, Vanward, TCL, Hisense and other enterprises are strongly involved.
Changhong, MeiLing for example, for the Belgian national team world cup to win the championship, MeiLing launched &ldquo nationwide in May 30th; Belgium won the crown, M fresh birth free ” the activity — — consumers bought the MeiLing M fresh refrigerator (639L, 645L, 660L 3 products), the Belgian national team entered the eight strong 20 percent off. In the finals, the half price and the winner will be allowed to buy the other models of M fresh refrigerator. If Belgium won the national championship, it will return to 1000 yuan.
Hisense spent nearly $100 million on the world class two sponsorship. According to Liang Zhenpeng, senior industry analyst at home appliance IT, Hisense spent 1 billion yuan on the world cup marketing.And this cost is equivalent to Hisense's 2017 9.Net profit of.42 billion yuan.
How to measure risk income
In recent years, affected by many factors such as real estate regulation, price rise of raw materials, weather and so on, this year's appliance market is expected to be &ldquo higher than last year; it is difficult to do &rdquo. In addition, the domestic household electrical appliances market growth space gradually small, many home appliance giants through the international market to enhance profitability, hot sports marketing is undoubtedly regarded as a breakthrough, but there is also a risk of investment.
According to the earnings, it is estimated that the popularity of the brand will cost $20 million for advertising, and the same cost can raise the popularity of 10% by the aid of sports events. Sponsoring big sporting events such as the world cup will double the brand awareness and influence, which is of great benefit to the brand that is expanding the global market. From the risk, the world cup IP can not be transformed into a direct sales boost because of advertising creativity, product quality and so on. Higher advertising investment will lower the profit list. Now.
For Vatti, industrial observer Hong Shibin pointed out that this is a multi - win marketing case, the French team won the crown, whether it is the consumer, the French team or Vatti itself, will be profitable. For Vatti, no matter whether the French national team won the title, the marketing will promote the &ldquo, the champion product &rdquo, the sales volume, and the sales of the Vatti products to some extent.
As for marketing activities, the Vatti stock announcement pointed out that, according to the activity marketing scheme, the refund responsibility for the offline channel was borne by the distributors in the sales area. According to preliminary statistics, the total retail sales of offline channels are expected to be more than 700 million yuan during the activity period, up by 20% over the same period. Among them, “ win the championship and withdraw the total amount of ” the terminal retail sales of the designated products are expected to be about 50 million yuan. If a refund is actually made, the cost of the dealer is only &ldquo, and the total &rdquo of the title will be refunded; the cost of the purchase of the product and the partial promotion cost will be less than 50 million yuan.
The refund responsibility for online channels is assumed by Vatti headquarters. During the activity, the total retail sales of online channels are expected to be more than 300 million yuan, up by more than 30% over the same period. Among them, “ win the championship and withdraw the total amount of ” the terminal retail sales of the designated products are expected to be about 29 million yuan. If a refund is made, the cost of Vatti's headquarters is only “ the total cost of the title and the total ” the production cost and part of the promotional cost of the designated product, not the “ the total &rdquo of the title, and the terminal retail volume of the designated product will be less than 29 million yuan.
“ distributor running ” who will bear the responsibility for the refund of sales channels in Beijing and Tianjin after the incident? On this issue, the Vatti shares in the announcement said that &ldquo, will guarantee the normal progress of the Beijing Tianjin market activities, and is starting the judicial process to protect the legitimate rights and interests of ”
“ this matter has also awakened to the household electrical appliance enterprises. The world cup marketing is also a test to the dealer system. In addition, enterprises need to do their best. The success of advertising marketing needs to be based on the lead of product technology and need a clear strategy of globalization. Otherwise, the heavy investment may be drifted. ” young general Ding said.
