Sina home survey, domestic enterprises will be carefully arranged to store the World Cup to highlight the fashion style home, while others deliberately opened the World Cup for consumer entertainment area, also organized a variety of activities and entertainment prize quiz atmosphere, the introduction of more World Cup Version of personality or value-added special products to attract consumers.
 The industry believes that home furnishing companies can take the initiative in marketing and make full use of social hotspots such as the World Cup to carry out innovative management, reflecting the progress of home furnishing companies in marketing innovation and bringing vitality to the slightly dull market.
 World Cup marketing tests the comprehensive strength of enterprises Â
- Qu Mei Furniture president Zhao Ruihai
Qumei is the first interactive World Cup company among furniture companies. Qu Mei participated in the "Fan Carnival" event jointly created by Taobao and CCTV-1 . During the event, every day at 12 am, the Qumei Furniture Taobao official flagship store's 1 yuan spike activity will start hot.
 Zhao Ruihai, president of Qumei Furniture, said that Qumei participated in the World Cup series of events planned by Taobao Mall and achieved good results. The 1 yuan spike has become a topic that netizens are talking about, which not only enhances the popularity of Qumei, but also the number of views on Qumei's website has broken a new high. This type of publicity, which uses entertainment as a platform and combines e-commerce with TV media, has not only boosted corporate sales, but also enhanced brand promotion.
In recent years, home furnishing companies have been pervasive in their marketing strategies. The World Cup, Asian Games and other hot events have gradually become a gimmick for the promotion of home furnishing companies. Zhao Ruihai believes that the use of hot event marketing is a comprehensive marketing method that is sought after by consumers because of the high degree of consumer attention to hot events, but companies cannot promote blindly. Conduct research.
    Hot event marketing helps improve brand reputation Â
- Chau decoration National Planning Director Jiang Chengming
During the World Cup, Yuanzhou Decoration launched the "2010 Passion World Cup · Passion Yuanzhou · Passion Home Decoration Festival " activity in conjunction with the topic of low-carbon environmental protection . It is reported that, as of June 29, has been concerned about the activities of ten thousand consumers, the output value exceeded expectations, but also by the affirmation of many people in the industry.
  According to Jiang Chengming, National Planning Director of Yuanzhou Decoration, the main theme of the World Cup promotional activities launched by Yuanzhou is to serve the majority of consumers, promote the concept of World Cup happy home decoration culture, establish the brand image of Yuanzhou Decoration , promote performance with activities, and promote cooperation with performance So as to effectively establish Yuanzhou Company's good public image.
  "The home improvement industry has gradually formed a certain scale from the beginning to the present about 10 years, and leading companies have also begun to surface. However, consumers still lack the consciousness of distinguishing brands. " In Jiang Chengming's view, companies should learn to assume corresponding social responsibilities , To build a public brand through strong media, and promote a sense of responsibility and trust.
 According to Zhang Ren, Secretary-General of the Home Improvement Committee of the China Building Decoration Association, home improvement companies can effectively promote companies to upgrade from industry brands to responsible public brands through hot event marketing . This will be an inevitable trend in home improvement marketing.
 Consumers: Merchants plan to have new gadgets
 Merchants relying on the World Cup or other hot events for marketing are relatively common now, but the overall feeling is a bit too much. It seems that many brands or products that cannot compete with the World Cup are also busy, a little effortless.
 Consumer Wang believes that if the product and hot events are well integrated, well publicized, and indeed can bring some benefits to consumers, then his products will definitely sell well. Generally speaking, as long as the product is what I need and it is very affordable, I am very happy to buy it.
Expert statement Â
    Four factors that companies should pay attention to when participating in World Cup marketing Â
  World Cup marketing is a well-recognized big investment project. Many companies only regard the World Cup as a " hype opportunity . " For companies, the pursuit of rewards and promotion of brands is the most important. How to carry out World Cup marketing needs to pay attention to the following elements:
 First, the World Cup marketing should consider its own target group, and should not be excessively centered on the company or product; second, it must find its own docking point with the World Cup and skillfully combine the company, product and competition; third, in the cost The key to investing is to do what you can and choose the marketing method that suits you. Fourth, World Cup marketing should try to get consumers to actively participate. Facts have proved that a marketing model that can attract consumers to participate in interaction will often achieve better returns.
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