From the Vantage shares World Cup "popular" talk about LED business sports marketing that matter

On May 30th, the kitchen appliance brand Vantage shares the slogan “The French team won the championship and the Vantage retired the full amount”. With the champions of Germany, Argentina, Portugal, and Spain leaving, the voice of France's championship is getting higher and higher, and Vantage shares are also making a big splash.

It is reported that in March this year, Vantage officially announced that it signed a contract with the French national football team and became the official partner of the French national team. As a sponsor of the French team, Vantage shares the “Champion Package”, and if France wins, consumers who purchase the Vantage “Champion Package” will be exempted from June 1st to July 3rd.

Leveraging the World Cup for brand marketing is one of the means by which Vantage shares to expand its brand influence. Paying attention to brand building is the main means for Vantage to achieve business growth in recent years.

In fact, for enterprises, "brand" is an intangible asset; "brand" is the popularity, and with cohesiveness and diffusion, it can become a driving force for development. In recent years, many domestic LED companies have also been linked to sports, leveraging sports marketing to expand brand awareness.

When talking about the sports marketing of LED companies, I have to mention the three aurora. Sanxiong Aurora has developed a unique brand building road with the help of sports marketing. In 2016, Sanxiong Aurora and Manchester City officially signed a strategic agreement and became its first official partner in China. As the super IP of the Premier League, the Manchester City Club has a large number of fans worldwide. As a partner of the Manchester City Club, Sanxiong Aurora is undoubtedly a major beneficiary. In June of this year, Sanxiong Aurora and Manchester City Club completed the new season renewal ceremony and continued to maintain an official partnership with Manchester City.

For Sanxiong Aurora, Premier League sports marketing is its strategic highland, which is a key to brand upgrade and marketing upgrade. From online interaction to live star shooting, from holding the game to sending Chinese fans to the Premier League, continue to support Manchester City through multi-form and multi-dimensional fan interaction, Sanxiong Aurora gradually enters the fans circle to get closer. Last year, Sanxiong Aurora upgraded its brand LOGO and released a new brand concept - "Enjoy high-end Lighting", and frequently appeared in major overseas exhibitions to accelerate the pace of branding.

Yannuofei also did a good job in sports marketing. In fact, sports marketing has always been an important means of opening and maintaining the market, both before and after the transition. For Zenofei, how to make a larger user group experience the effect of its lighting products is a key. Therefore, the installation of its lighting products in stadiums with a large number of people has become a major way for Zeno to promote quality products.

It is based on this kind of thinking that we can see that the lighting products and systems of Zhai Nuofei will appear in the stadiums of major leagues, and by the lighting products equipped with Zhannuofei, the best for the fans to create the best competition. Lighting effect. The stadiums of well-known clubs including Juventus and Atletico Madrid have adopted the advanced lighting products and systems of Zhai Nuofei, which brings a better visual experience to the stadium.

As a well-known lighting company in China, NVC has cooperated with Jingdong to play sports marketing. As an official partner and title sponsor of the FINA, NVC Lighting has been supporting the FINA World Diving Competition for many years. NVC lighting sources said that NVC is honored to participate in the FINA sports events to provide multi-faceted support to bring exciting diving events to the audience.

In the 2017 FINA World Diving Series, NVC Lighting has teamed up with Jingdong to specially organize the “NVC Jingdong Fan Support Group”, inviting Olympic champions Chen Aisen and Ren Wei to interact with media guests and fans. This is another collaboration between NVC Lighting and Jingdong Mall, following the joint launch of the high-end designer pan-home brand “Dongdong” on February 23 last year. It is also a cross-border marketing of the manufacturing industry + Internet industry.

Judging from the sports marketing ideas of Sanxiong Aurora, Yannuofei and NVC Lighting, Sanxiong Aurora is mainly to build its own overseas brand awareness by leveraging the popularity of the club, while Yunuofei pays more attention to product marketing in sports events. Shi Lighting has teamed up with Internet giants for brand marketing. Although the three are slightly different in terms of means, their ultimate goal is the same: they will enhance their brand influence through the sports industry and further expand their market share.

In fact, in addition to the above three LED companies, such as Zhou Ming Technology, Lehman shares, Lian Jian Optoelectronics, Alto Electronics, etc. are actively engaged in sports marketing. Why? With the promulgation of the State Council Document No. 46, the "13th Five-Year Plan for Sports Development" and the approach of the 2022 Beijing Winter Olympics... Sports are welcoming new development opportunities in China with the face of the sunrise industry. Some institutions predict that the total output value of the national sports industry in 2020 will exceed 3 trillion yuan.

In the future, major events such as the 2019 Men's Basketball World Cup, the 2022 Asian Games, and the Winter Olympics will be held in China, and the demand for high-level venues will increase sharply. The upgrade of hardware including lighting systems and display systems will provide huge opportunities for domestic lighting companies. At the same time, in the context of the rise of the national sports tide, cooperation with various clubs and sports organizations can use a large number of events to enhance the brand influence of LED companies, thereby increasing the conversion rate of product sales.

However, some insiders said that sports marketing is not blindly sponsoring sports events. When considering sports marketing, enterprises need to consider the corporate culture spirit, the development trend of sports events and the target consumers, and then find the best match between brands and events.

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