This month, the highly anticipated Qatar World Cup began passionately, presenting a football feast to audiences around the world. In the arena without the Chinese national football team, Chinese elements are everywhere. The reason is nothing but traffic.
is almost the biggest trend at the end of the year. According to FIFA , this year's Qatar World Cup will attract more than 5 billion sports fans around the world, and platforms from all sides have long been flooded by the "World Cup".
Faced with huge traffic, sponsors have paid and received their payment, hoping to take off with the east wind of the World Cup. The most controversial one is Hisense spent nearly 100 million US dollars to sponsor the World Cup, bringing the slogan "Hisense is the second in the world, the first in China" to the stadium.
But this sky-high advertising not only did not achieve the expected results, but instead "had a big eye" in front of the people of the whole country.
In the final analysis, it confuses the public and violates the logic of brand communication.
Let’s first briefly popularize the science. Brand communication needs to go through three stages: popularity, reputation, and loyalty.
Although the slogan "first and second" in Hisense advertisements is very hard, it cannot withstand factual considerations at all. This leads to the fact that even if it gains popularity, netizens will suffer damage to their reputation after they understand the truth, which is not worth the loss.
When Hisense's "No. 2 in the world and No. 1 in China" advertisement appeared on the green field, the first thing that reminds people of is, what do these "second" and "first" refer to? It can't be the national football team.
Since it is an advertisement for Hisense, most people will think it refers to sales or sales. But is this really the case? According to data from Omdia, a global authoritative research institution, on the 22nd, in terms of global TV sales, the top three TV brands in the first three quarters of this year are: Samsung (20.2%), LG (12%), and TCL (11.7%). According to sales, the top three are still Samsung, LG, and TCL.
Even if we extend our perspective to the past three years, based on Omdia data, Hisense has been ranked fourth since 2019 to September 2022.
Whether it is sales or sales, Hisense has not yet entered the top three in the world, so how can it be the second in the world? Hisense official later issued a statement that this "the second in the world and the first in the world" refers to the shipment volume from January to October this year.
Just judging by this data, Hisense's advertisement seems to be accustomed to it, but netizens did not buy it and doubted it for a moment.
As we all know, domestic advertising law has long prohibited the appearance of advertisements with words such as "first", "the best". Hisense dared to commit crimes this time, not because it has money and has nowhere to spend it, but because it hits the edge.
There are no relevant regulations for Qatar, the venue for the World Cup. After all, Middle East rich guys all think that they are "first" and rich, so they are very tolerant of "first". Hisense took advantage of Qatar's lack of relevant regulations, and the World Cup will inevitably be broadcasted at home, so it will play the advertisements openly on the field and display them to the audience across the country.
Is this move a safe? In the report on Observer.com , a professional lawyer commented on this: Hisense is suspected of violating Article 8 of the Anti-Unparable Competition Law.
Maybe because of guilt, Hisense has published several event pictures with advertising slogans, but now they have been deleted one by one.
. I will not extend much to the legal issues here.
The fundamental reason for Hisense's marketing failure this time is that it has let down the public's sense of trust. This is just like when I was a child, I was looking forward to a birthday gift but opened a set of Huanggang secret scrolls, giving people a feeling of unexpected encounters.
Domestic audiences who originally lacked sense of participation in the football field will inevitably be excited when they see the big Chinese characters "first" and "second" appear on the field, but the facts are poured with cold water. The victory that everyone is looking forward to has not appeared, and there is only meticulous calculation of the gimmicks that will be packaged next time.
On the one hand, the value of shipments is obviously not as good as sales and sales. In the past, all kinds of data counted by Omdia were based on sales as the statistical dimension, that is, the number of products of TV manufacturers finally sold. The shipment volume advocated by Hisense this time, that is, the number of products produced by TV manufacturers, is very uncertain. There is a possibility of inventory backlog and overproduction, and it may not be possible to complete the sale.
On the other hand, the company's financial report business volume is usually quarterly or yearly, and the performance of Hisense TV in the first 10 months of this year calculated by the agency has a meaning of "customization" for Hisense companies.
If the scope is defined properly, everyone can be a winner. This "winning method" is like the Chinese national football team is about Saudi is greater than Argentina. If you win on the surface, you actually lose.
Some people will say "black and red are also red", do you understand traffic?
It is true that this is an era where traffic is paramount. Hisense's World Cup advertisements have indeed attracted a lot of attention, but who should pay for the disappointment behind the eye-catching disappointment?
If the Chinese national football team joke is just a helpless self-deprecation by fans, for Hisense, a commercial company, how should the public view this carefully planned "fooling"?
Just like the child who shouted "The Wolf is Coming" over and over again, constantly overdrawing people's sense of trust and eventually falling into " Tacitus Trap " - one day people will be sure that all this is not trustworthy.
Hisense's World Cup advertisement is a typical event that spreads popularity and damages reputation. The previous Samsung "explosion gate" was also an example.
is the arrogant Samsung. After the "explosion gate", it was also firmly nailed to the pillar of shame. I can no longer find the " Wang Ziru " who shook the flag for it.
Speaking of which, advertising is always about selling goods. Has Hisense's marketing brought about sales growth this time? The quiet Hisense Double 11 report, and the result is self-evident. Hisense's sky-high price of hundreds of millions of dollars was finally lost.
Maybe if you want to succeed, you are not clever, careful calculations and loud voices, but pragmatic and humble, deeply rooted in technology and users, respecting laws, put aside your stubbornness in marketing, focus on products, and only by step by step can you reach the end.
Football is the case, and TV is the same.
