An unparalleled Olympic Games was successfully concluded, and Chinese local brands also had an Olympic marketing battle with international brands. Olympic marketing is an integrated and highly sophisticated marketing system. By planning marketing events and communication execution related to the theme and spirit of the Olympic Games, it becomes the key to the success of marketing effects.
As the Olympic torch to the Xiangyun Torch and the main torch manufacturer, Vantage Group has won an excellent opportunity to become an international brand. For Vantage, the expected value return is much higher than the brand effect brought by the big-handed celebrity endorsement.
Review Vantage Olympics
Is it wise to make decisions?
Vantage Gas Appliance Co., Ltd. was established on November 28, 2001. Its predecessor, Zhongshan Huadi Gas Appliance Co., Ltd. was established in April 1992.
The announcement of Vantage's shares shows that on February 28, 2008, Zhongshan Huadi Gas Appliance Co., Ltd. and the Organizing Committee of the 29th Olympic Games signed the "Beijing 2008 Olympic Games Licensed Production Contract", including: 1. Olympic Licensed Product Name: Fire Wuxiangyun torch decoration; 2, the estimated contract amount: about 30,000 yuan; 3, execution time: from February 28, 2008 to December 31, 2008; 4, the impact of contract performance on the company: the company is The Olympics licensed product Fire Dance Xiangyun Torch Decoration Manufacturer, the product designation is sold to the Olympic licensed product dealers. It is expected that the completion of the contract will increase the company's 2008 operating income (2008 budget revenue of 1.7 billion yuan) by approximately 17.54%.
As far as the decision itself is concerned, Vantage may be wise. However, the Olympic theme activities of Vantage and CCTV Olympic families have not been obvious until now, and the sales expenses have increased significantly. The industry believes that the effect of sports marketing is not achieved at one time, and it is necessary to rely on long-term investment in brand strategy to achieve success. Regrettably, the Olympics has just ended, and a series of phenomena about Vantage may have affected its efforts for brand building during the Olympics.
Vantage gas cooker detonated into news focus several times a year
Brand construction non-image project, Sanlu milk powder is the latest example!
Wanwei Home Grid Report: January 10, 2008 was a shocking day for Mr. Chen Chen in Dalian! On the night, Mr. Chen and his wife were dining, but they never thought that the Vantage gas stove that was purchased for four years suddenly exploded. . Fortunately for both people, when no one is eating in the kitchen, it is not unreasonable! Vantage repair workers initially told that the blast was too large and caused the tempering, which was not caused by the dirty burner. When Mr. Liang ruled out the problem of excessive damper, Vantage’s after-sales supervisor claimed that after the gas stove exploded, Mr. Liang secretly cleaned the burner. The gas stove had no quality problems and could only be repaired. Although the gas stove has passed the warranty period, it has not yet reached the end of life.
Huashang.com reported that on March 31, 2008, the top glass cover of the Vantage brand hood purchased by He Ayi, a resident of the northern suburbs of Xi'an, suddenly exploded. He Ayi complained angrily to the Huadi Xi'an after-sales service center. An after-sales service person told He Ayi on the phone that Vantage's European-style hood had an explosion rate of three-thousandths, and said the company could change the hood. Glass cover, but at your own expense. On April 4th, He Ayi once again called the Huadi Xi'an after-sales service center. The staff asked her to find the person in charge of the northwest area, Peng, after many consultations. Mr. Peng promised why the aunt changed the glass cover of the range hood, but he was rejected by He Ayi. She insisted that manufacturers replace the range hood. What kind of glass is the top glass cover of the famous Chinese brand hood? Why is there a sudden explosion? Why did the manufacturer not tell the consumer that there is a three-thousandth of the explosion rate of the top glass cover of the hood? Why are there safety hazards in products?
Xinmin.com, May 29, 2008, from 16:00 to 16:30 live broadcast of the livelihood hotline reflects that Mr. Zhao, who lives in Shanghai Meilong Village, called the Minsheng Hotline and said that on the evening of May 26, my family and I smelled one. The strong smell of the stock, after rushing to the kitchen, was found to be the spontaneous combustion of the Vantage gas stove in my home. Fortunately, no casualties were found in time. So I called the Shanghai Huadi Kitchen & Bath Co., Ltd. after-sales service hotline. After the staff visited the house on May 27th, they said that the gas stove was purchased in 2003 and has passed the product shelf life. Vantage does not handle this matter. I can't understand the irresponsible answer. The spontaneous combustion of gas stoves is a great safety hazard. How can Huadi Company not ignore the product warranty period? Please ask Shanghai Vantage Kitchen & Bathroom Company to bear the corresponding responsibility.
East Express Network reported: At noon on June 17, 2008, Xiao Ayi, who lives in Taijiang District, was busy cooking in the kitchen. Suddenly a loud noise, the gas stove suddenly burst, and the ceramic panel on the stove broke open. The mouth, a piece of up to 10 cm in length can be easily removed, and the left side of the cooker also has obvious cracking. Fortunately, the burst did not cause personal injury. According to the reporter, Xiao Ayi is a Vantage brand gas stove purchased around March 2005. On June 18th, Xiao Aunt’s daughter-in-law, Miss Jiang, called the Huadi Fujian sales call for repair. The next day, the company's after-sales personnel went to the door for testing. The appraisal believed that the hot and cold unevenness caused the burst and told that it was not a quality problem. The reporter learned from other gas manufacturers in the industry that the current use of gas stoves in the industry requires waterproofing.
Chongqing Evening News reported: On September 8, 2008, Ms. Lu, who lives in the western suburb of Yangjiaping, Jiulongpo District, went to the hotline of the newspaper. The 7-year-old Vantage gas stove suddenly exploded, causing injuries to her family. Factory maintenance personnel said that due to the warranty period, the manufacturer is not responsible. According to Ms. Lu, at 1 pm on the 7th, she and her sister were in the kitchen, and the gas stove was turned on for less than 10 minutes. Then they heard a bang and the gas stove exploded. The glass of the kitchen window was broken and the glass splashed out. Slag will scratch the feet of Ms. Lu’s sister. The reporter saw that the glass of a window of Ms. Lu’s kitchen was broken, and several holes were blown out from the stove of the Vantage gas stove. Ms. Lu said that the gas stoves used before have been used for 10 years. Although they can no longer be used, there is no explosion.
Our question is, why are multimedia reports being reported? Why are quality problems? Sanlu milk powder is also known as the national inspection-free, and the quality is absolutely no problem. Quality is the cornerstone of brand sublimation!
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