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How much is the refund for vatti when France wins the world cup

In the early morning of July 16, Beijing time, France beat Croatia 4-2 to win the world cup! After winning the title in France, the official wechat company of vantage first published an article saying that as the official sponsor of the French national team, "celebrate the French team's winning the title, vantage refunds the full money to start". The article swipes quickly.

vantage, which takes "France team wins the title and refunds the full amount" as the marketing big shot, also started to refund the full amount, and issued the refund process publicity on tmall and other platforms.

How much does vatti refund? No more than 79 million

Of course, vantage's' full refund 'benefits are conditional: the vantage' championship package 'needs to be purchased between 0 June 2018 and 22 July 2018.

Among them, the designated off-line stores and a number of online e-commerce stores of the smoke stove package are available: vantage tmall flagship store, 11 vantage tmall specialty stores, vantage flagship stores in Jingdong, Suning and Gome; the designated water heaters and dishwashers are available in off-line stores and vantage authorized stores. Winning package of vantage tmall flagship store

There are also a lot of vantage consumers who have abandoned the 'championship package' option. According to Chongqing business daily, Mr. Zhang, who lives in baguocheng, Chongqing, bought a set of vatti brand range hoods and gas stoves worth 4399 yuan in tmall's flagship store, but he gave up the "winning package" and chose to send more than 1000 yuan of disinfection cabinets.

According to vatti, customers need to contact customer service at 24:00 on July 16-20 for card return registration, review from July 17-31, and refund from July 20 to August 1. Vatti does not refund cash directly, but in the form of shopping cards on various platforms. For example, tmall consumers can obtain tmall supermarket card, also known as cat super card, which has a validity period of three years. They can shop in tmall supermarket and directly deduct the payment for goods, without using threshold.

According to the information disclosed by vantage on July 4, the terminal retail sales volume of the designated product of "winning the title and returning the full amount" online channel is estimated to be about 29 million yuan, and the offline channel is estimated to be about 50 million yuan.

It is reported that orders from tmall account for nearly half of Huadi's online orders. This also means that some tmall consumers, together with consumers from other platforms, have become 'big winners' during the world cup.

Will vatti suffer?

Many people are concerned about whether vatti will suffer a lot once the French team wins the championship. In fact, vatti has made a careful design for this marketing campaign. Instead of participating in the whole line of products, it has designated a 'championship package' and set the deadline for consumers to purchase at 22:00 on June 30, when the 1 / 8 finals of France and Argentina are about to kick off (later vatti has extended the activity time by three times Days). According to the preliminary statistics of vantage, the total retail sales of offline channels during the activity period is estimated to be more than 700 million yuan, of which the designated product of "winning the title and returning the whole fund" is about 50 million yuan, accounting for about 7% of offline sales. During the activity, the total retail sales of online channels are expected to be more than 300 million yuan, of which 29 million yuan is for the designated products of "winning the title and returning the full amount", accounting for about 9.67% of the online sales.

If the refund actually occurs, the cost to be borne is only the production cost and part of the promotion cost of the designated product of "winning the title and refunding the whole product", rather than the terminal retail amount. As a result, refunds will be less than $79 million. Moreover, according to the activity marketing plan, Huadi's headquarters only need to bear the refund responsibility of online channels, i.e. no more than 29 million yuan; the refund responsibility of offline channels is borne by the distributors in the sales area.

During the world cup, "France won the championship and vantage refunded the whole money" became a household topic, and the brand awareness of vantage was greatly improved. This wave of marketing has made a lot of eyeballs for vantage, and its advertising effect is probably no less than the TV advertising of tens of millions of yuan.

Moreover, this wave of marketing has directly brought about an increase in sales. During the activity, vantage's offline growth was about 20% and online growth was more than 30%. On the day of tmall 618, vantage's conversion rate was the first among the top 20 brands in the large household appliance industry, with the largest single day growth rate of 525%.

vantage's products enhance its popularity

Therefore, even if the 'French team won the championship and refunded the whole money', vantage will not lose this wave.

Huadi also announced that the marketing activity of "France team wins the championship, Huadi refunds the whole fund" has significantly improved the terminal retail business, and the brand awareness has been improved. The expenses incurred by the activities are within the company's annual budget, which are controllable expenses of the company and will not have a significant impact on the distribution system and the company's performance.

World Cup amplification?

However, this world cup is also an eventful time for vatti.

On June 29, the second people's Court of Zhongshan City, Guangdong Province issued a public notice, ruling to seal up the property of Beijing Huadi gas appliance sales Co., Ltd. and Tianjin Huadi gas appliance sales Co., Ltd. Only then did you know that emperor Huadi had a big problem.

In normal times, people may not care so much about the announcement of the court, but now, the world cup marketing boom also brings amplification effect, making vantage the focus of media attention. Soon, the media dug out the secret behind the announcement: Beijing Huadi gas appliance sales Co., Ltd. and Tianjin Huadi gas appliance sales Co., Ltd. are actually the first-class dealers of Huadi in Beijing and Tianjin, and the controllers are Wang Wei, who lost contact for more than ten days, allegedly owed a lot of debt.

Once the news is fermented, and the overall stock market is not good, Vatti stock prices all the way down.

On July 2, vantage issued a clarification announcement that Wang Wei had no property right relationship with the listed company, and the customer was not a subsidiary of the company. The customer took delivery of 163 million yuan in 2017, accounting for 2.84% of the company's total sales.

Huadi said that the event was an independent individual event, and the customer relied too much on preferential policies such as the company's package sales policy for a long time. Since 2017, the company has standardized the sales policy, cancelled the package of special sales policy, and unified the national customer delivery price. The customer could not effectively follow the transformation of the company's business strategy, and failed to adjust the market strategy in time, resulting in huge operating pressure Big.

Vantage also said that since April 2018, the customer will no longer be required to make payment and pick up goods, and there is no situation that some companies reported by public opinion require customers to suppress goods in order to increase sales. 'this incident was caused by the personal misconduct of dealers in Beijing and Tianjin. Vantage has applied to the court for a ruling for sealing up for the first time, and dealt with follow-up matters in accordance with laws and regulations to ensure that the interests of consumers are not infringed and that all market work is carried out as usual. '

It is worth mentioning that according to vatti's World Cup marketing plan, the dealers in the sales area shall be responsible for the refund of the offline stores where "France team wins the title and vatti refunds the full amount". Now Wang Wei, a dealer in Beijing and Tianjin, is in a state of affairs, and vantage can only find a way to fill in this hole.

Huadi, located in Zhongshan, Guangdong Province, was jointly founded by Deng Xinhua, pan Quanzhi, Huang Wenzhi, Huang Qijun, Li Jiakang, Guan Xiyuan and Yang Jianhui. In 2004, vantage shares landed on the small and medium-sized board, becoming the first listed company in the domestic kitchen and electricity industry. In September 2015, pan Yejiang, the son of Pan Quanzhi, became the chairman of the board.

Pan Yejiang was born in 1977 and is known as "Shaoshuai". Since he took office, he has made constant efforts in online channels such as tmall, and also 'unifying the national customer delivery price' offline. He has paid a lot of money to hire Huang Xiaoming and angelababy as spokesmen, and launched the smart kitchen and electricity project & hellip; & hellip;

pan Yejiang, chairman of vantage

In 2017, vatti's revenue was 5.731 billion yuan, up 30.39% year on year, and the net profit attributable to the shareholders of the parent company was 510 million yuan, up 55.60% year on year