Olympic Marketing: The Aphasic And Multilingual Suppliers Of Fast Moving Suppliers

Compared to Coca-Cola and McDonald's, these rich and powerful TOP dignitaries, they are just emerging local brands, learn to break a penny into two petals.

At the same time, they also dreamed of growing up and running, so they would go all the way into the camp of Olympic suppliers.

Of course, compared with the advertising marketing of TOP bigwigs who frequently run gold and silver, how to make use of the supplier's "small and broad" brand to achieve the amazing leap is a test topic.

As the Olympic Games are in full swing, the supplier camp of Beijing 2008 Olympic Games is attracting attention from local brands.

A noteworthy phenomenon is that the exclusive suppliers and suppliers of the Beijing 2008 Olympic Games cover 30 categories and collect many local brands.

According to the 2008 Beijing Olympic Organizing Committee's disclosure on its official website, the entry threshold of the fourth level Beijing Olympic sole supplier is 41 million yuan, while the lowest entry support threshold for the Olympic Games supplier is 16 million yuan.

However, according to insiders, this is only "access price", the actual price is higher than this "benchmark price".

Embarrassingly, compared with the TOP, their popularity is not particularly high. Apart from some popular brands such as the Great Wall, miss and Li Bai, some are not even known to the public, such as chilled pork and pork products of Qianxi crane, and the language training service of the Patriots.

Can they take advantage of the Olympic Games to keep the brand in people's memory?

What is needed is not only the Olympic Games, but also the development of a comprehensive and strict marketing strategy and the strategic planning of enterprise upgrading.

"I give Li Bai Olympic marketing 80 points, and many companies invest huge advertising resources, Li Bai chose a real action, through the Olympic Games to further improve the layout of strategic pformation."

Chen Kaixuan, President of Li Bai group, who has always been a low profile, has come out of the Olympic Games. By leveraging the "Olympic standards", it has quietly joined the international giants such as BASF and N. R. R., and launched the Olympic special product "to remove stains and tyrants" as the high-end chess pieces, and realized the business in the national key market in early March this year.

According to Xu Xiaodong, spokesman of Li Bai group, since the beginning of this year, the sales volume of the national market has increased steadily as the Olympic Games are heating up. As of last month, the sales volume of this product has accounted for 30% of the sales volume of the same type of products.

Through cooperation with BASF, and other international giants, Li Bai has obtained more environmentally friendly, more technical raw materials supply, and international suppliers have also increased sales.

Become an exclusive supplier of washing products.

When Procter and gamble, Unilever and other daily chemical giants were missing the Olympic marketing group, why did a local washing powder brand enter the encirclement of Olympic suppliers?

Xu Xiaodong's Secret price for joining the supplier camp is secret.

But official statistics show that the benchmark price for suppliers to enter the Olympic feast is 16 million yuan.

Xu Xiaodong said, "Li Bai has just submitted an application for washing products suppliers, and the Olympic Organizing Committee has concluded its investment promotion work. At that time, the daily chemical enterprises that had been granted access to Johnson only had one family, while Johnson did not declare the detergent category, so Li Bai actually enjoyed the treatment of" exclusive detergent supplier ".

Insiders also revealed that both domestic and foreign companies, including the company, tried to compete for "Olympic suppliers".

In the end, Li Bai succeeded in "counterattack" and kept a tight lipstick about the amount of capital invested.

In addition to the cash sponsorship fee, according to the requirements of the OCOG, we must also sponsor products and develop higher standard products, and support the main cultural activities organized by the Olympic Organizing Committee.

Xu Xiaodong likened the image of the Olympic Games to luxury cruise ships. "The 63 Olympic sponsors embarked on the boat with their different grades of seats, and there are many paying projects after that. Sponsors need to continue to buy tickets.

According to international law, the proportion of sponsorship and marketing expenses of general sports marketing is 1:3 to 1:4..

Although it has the right to use the Olympic trademark and the right to get tickets for the opening ceremony and so on, it can not directly indicate the identity of the "Olympic supplier" in advertising, forcing the white horse to launch another marketing strategy, sponsoring the Chinese national tennis team, and successfully inviting the Olympic champion of the last national tennis team as the spokesman for the collective image of the full scale washing powder.

Xu Xiaodong disclosed that as of last month, Li Bai has sold 30% of the sales volume of the same type of products.

By contrast, the old white old rival, "neus", almost the same time series of high-end products - super energy but flat sales.

And Li Bai Qu BA's launch is just the beginning. Next, Li Bai and BASF, the two international giants will also seek a more high-end upstream cooperation. At the end of the industry chain, the brand upgrade action of Li Bai is also advancing at the same time.

In June 2008, the Chinese Brand Research Institute released the list of China's industry brand names second times after 2006. Li Bai Jie Jing was first listed on the list. It was rated as exclusive and exclusive brand name of China detergent industry.

Ma ya, President of the all China Federation of industry and Commerce beauty and cosmetics association, pointed out that the daily chemical industry is currently facing the pressure of rising raw material prices and rising labor costs. It is inevitable for the products to move towards high-end and industrial pformation.