Recently, co-operation of the present, the future of the number |The 9th GDMS Global Digital Marketing Summit was held in Shanghai.
The conference focused on the "co-operation" model of both internal and external cultivation and high synergy, and joined hands with 3,500 brand marketers in the whole industry to more directly attack the overall perspective of the brand marketing system, more deeply interpret the changes in the brand marketing ecological environment, and jointly define a new trend for brand digital marketing.
The conference was strongly supported by many subdivision track giants, including founders or executives of brands such as Procter & Gamble, McDonald's, Starbucks, Nestle, Nike, LVMH, Pepsi, C Coffee, Senge and other brands.
Among them, Lin Danxia, the only person in charge of the Senge brand who was invited to attend the kitchen appliance industry, shared her insights into the new consumption trends of the kitchen appliance industry, and combined with Senge's recent key decisions, she heartily reviewed her underlying thinking about the brand's differentiation and breakthrough in the sports marketing Red Sea track.
With a closed-loop of full-link sports marketing, Senge has set up a model for breaking the circle
Under the stock competition, how to effectively improve the brand from the limited market, and then attract new customers and tap increments has become a new era topic faced by kitchen appliance enterprises.
In this context, extensive marketing that focused on product functions or a certain event in the past is failing, and sports marketing, which has the advantage of helping brands communicate with potential users around the world across cultural and ethnic differences, and has the attribute of "dopamine marketing", has become the common choice of major brands. Data shows that in the global marketing market, sports marketing accounts for nearly seventy percent (67.).96%)。
Throughout the field of kitchen appliances and even the entire field of home appliances, sports marketing at the user circle is accurately triggered, which has become a new traffic entrance for enterprises. However, there are not a few who are drowned in the flood of fragmentation because they do not build a closed loop of marketing system. It's just that the best is very limited, not to mention the growth of brand voice and sales with a certain fulcrum.
However, Senge, which has always adhered to long-term value, pursued the ultimate, and is in line with the sportsmanship of "faster, higher and stronger", has broken through the circle in the "battleground of soldiers" in the Red Sea with a differentiated full-link marketing model to achieve fame and fortune.
As Lin Danxia said: all marketing is closed-loop marketing. Looking back on Senge's sports marketing since 2023, we find that this is a logical and interlocking full-link marketing closed-loop communication.
First, it signed a contract with the Training Bureau of the General Administration of Sports of the People's Republic of China, and officially announced that Xu Xin, the world champion of table tennis, Luo Xuejuan, the Olympic champion of swimming and the image ambassador of the Asian Games, and Sun Yiwen, the world champion of fencing, were the spokespersons of the brand imageSecond, the support activity of "China wins a gold, Senge is free of one order" was launched, and the consensus marketing was skillfully applied to build a cognitive system of "Senge = Song of Victory = Song of the Event".Third, during the Asian Games, we joined hands with the Olympic team to cheer for the Asian Games, shouting the loud slogan of "China wins a gold, and Senge is free of a single order", and with the most straightforward "slogan marketing", we will empathize with the country and make a clear position, and promote the purchase of the brandFourth, Xinhua Credit Witness is invited to promise a "50-year order-free redemption period" for users who are free of orders, so as to maintain users' long-term attention and "freshness" to the Senge brand in anticipation of marketingFifth, the athletes who won glory for the country set off to return to the Training Bureau of the General Administration of Sports of the People's Republic of China to hold the "Welcome the Champions Home" activity for the first time, and delivered customized kitchen appliances for the athletes' apartmentsSixth, open up the whole link of marketing, products, services, intelligent manufacturing, human resources, and the best chain, and leverage the marketing wave with full marketingAt the same time, use the new ** interactive marketing to establish a deep connection with users.
With the closed loop of identity marketing + consensus marketing + slogan marketing + expected marketing + scene marketing + full marketing, Senge deeply honors national sports, ignites the enthusiasm of national sports, and promotes brand sports marketing communication step by step, at a hierarchical and systematic level, and forms an organic whole of Senge's product expression, activities and brand communication.
Facts have proved that Senge's full-link sports marketing innovation has achieved remarkable results. "China wins a gold, Senge is free of an order丨Sing the song of victory for China together with Senge" and "Song of Victory cheering activities", the activity empowered tens of thousands of orders and set off a sales boom in the terminal.
What's even more rare is that Senge is well versed in the way of marketing communication, cleverly grasps marketing hotspots, seizes the commanding heights, constantly creates hot topics and content, and "co-creates and co-operates" with users, frequently dominates the hot searches, and brings huge traffic to the brand. According to statistics, "China won a gold, Senge was free of an order丨Sing the song of victory for China together with Senge" and "Song of Victory cheering activities", the search index related to Senge increased by 16 times overtook to become the first in the industry.
Continue to focus on sports marketing and leverage new growth in the new cycle
Nowadays, in the field of kitchen appliances, the marketing environment has become more and more complex, on the one hand, the needs of contemporary young consumers are changeable and more diversified;On the other hand, brands such as comprehensive home appliances, traditional home appliances, and even customized home furnishings and Internet home appliances have flocked to the market, and the competition has increased layer by layer, and the homogeneous competition has seriously led to a great reduction in the brand marketing effect.
In such a marketing field, the game between brands is no longer limited to the direct sales of products, but rises to the brand value PK of social attitudes and public perception. This has prompted companies to think carefully about how to make new goals and value judgments.
There is growing evidence that top performers, guided by a clear strategy and sustainability strategy, will reap the benefits of increased revenue and scale in the coming years. Many forward-looking companies have realized this reality and have incorporated brand value into their business structure.
A study titled "The Impact of Corporate Social Responsibility on Consumers' Purchase Intentions-2022" states that a company's corporate social responsibility (CSR) is influencing consumers' purchase intentions. Once consumers became aware of the company's ethical responsibility initiatives, their willingness to purchase increased by 35%.
As Lin Danxia said at the conference: all private domain traffic is the private domain of brand awareness, all sports marketing is the control of emotions, and all actions are directed to create a win-win situation for consumers, channels and enterprises.
It is foreseeable that in the future, with the richer forms of Senge in the sports marketing track, more diversified entry angles, and more contributions to national sports events, Senge's public social awareness and corporate image are bound to reach a new level.
In recent years, Senge, which has bucked the trend, is expected to usher in further expansion in the new cycle of the industry in the future. At the same time, the leading brands led by Senge have led the industry to break through the circle and enter the vision of hundreds of millions of families across the country and even around the world with a sports marketing model, and the awareness of integrated kitchen appliances is bound to further improve and usher in a new round of growth.
Conclusion: Build a highly differentiated full-link sports marketing closed-loop ecosystem, "co-operate" with users, and leverage growth leversUse the scientific attribution of sustainability to precipitate brand value assets. We see that in the era of stock game where public awareness and brand value win, Senge integrated stove is leveraging the long-term upward trend of brand potential.