Detailed Explanation Of The Olympic "Food Chain" Business Will Not Be Above Sports.

Phelps set off a eight gold rush, and Liu Xiang withdrew from the game. The audience was sad and pleased. The top sponsors were fighting against the clock to adjust the strategy.

Money flows in the name of Olympia, but International Olympic Committee believes that commerce will not be above sports.

Four years ago, Phelps passed away with Spitz's seven gold record and was unable to get 1 million dollars from the sponsors.

Now, Phelps has been very calm: "winning the prize is not my greatest ambition. I am not swimming for money."

Having said that, the US media expects that Phelps's achievements will create billions of dollars in wealth.

And what about Liu Xiang?

When the public was astounded by his exit, there were countless advertisers striving for crisis public relations and strategic adjustment every second.

This is a well defined food chain. Each country has only one broadcasters, more than 10 top advertisers, over 100 world-class athletes, and billions of viewers.

In the future, no one can be busier than Phelps.

Carlile is the agent of Phelps. After the latter won 8 Olympic gold medals in history, Carlile bustled about the talks. All kinds of commercial cooperation opportunities poured into his cell phone, including the contract for publishing books and movies.

A single dog food advertisement has been confirmed, because Phelps's affection for his British Bulldog Herman is well known.

Next, there may be toys, car tires...

Phelps's last match was the men's 4x100 medley relay, and the US team broke the world record again.

After the game, Phelps, 23, was asked about his plan. He said he wanted to sit still.

But this is impossible.

The opportunity to advertise with Olympic stars may be fleeting. Even Phelps is no exception.

Although he will continue to participate in the competition, a large number of newly created fans will be able to appreciate his bodybuilding in blue waves when he is once again broadcasts in the event. He may have to wait until 2012 London Olympic Games. For advertisers, this time is too long and full of uncertainties.

As a result, business activities one after another filled Phelps's timetable.

But even if everything goes according to plan in the next few weeks or even months, people will not expect Phelps's income to be comparable to that of golf star Woods, who is expected to earn $100 million a year in bonus and advertising endorsements.

In contrast, before the Olympic Games, Phelps's advertising endorsement income was estimated to be 3 million to five million dollars a year, which is very high for swimmers.

But Phelps, who created the eight golden wonder, is more than that.

Now, the figures may be doubled or even more.

Last Saturday, Carlile sat on the back seat of a Volkswagen minibus across the streets of Beijing. He said that 8 gold medals in the US prime time will be worth 100 million dollars in Phelps's life.

In the future, the frequency of Liu Xiang appearing in the public view will be greatly reduced.

After he withdrew from the Olympic Games due to injury, Amway Nutrilite, VISA, Erie, Nike, Bank of communications, Lenovo, China Post, Ping An insurance, Cadillac......

A large number of well-known brands launched crisis public relations at the very first time, expressing their support for Liu Xiang.

Nike specializes in the Liu Xiang advertisement full of humanity.

Liu Xiang, a public image ambassador, issued a statement through the Internet: "withdrawal is also a kind of courage. Let's not give up our lives."

I wish Liu Xiang a speedy recovery and hope that the flying man can fly again and achieve better results in the future.

But crisis PR is far from enough.

More urgent is to assess the loss immediately and how to adjust the strategy.

Because of the huge loss of exit and the rise of Robles, Liu Xiang's brand influence will face enormous uncertainties.

Many media have already lined up the ad layout or advertising time in August 22nd. Advertisers are mostly directed at the Liu Xiang finals of the 21 day 110 meter hurdle. Now that Liu Xiang has dropped out, they may ask to replace advertisements or seek compensation.

For the media advertising department, Liu Xiang's exit is a nightmare.

Ding Bangqing, a celebrity in the advertising industry, predicted: "the withdrawal of Liu Xiang will definitely affect the income of the company and the next commercial operation.

Liu Xiang's endorsement threshold is over ten million, because Liu Xiang's endorsement brand is very large, personally feel Liu Xiang personal loss will exceed 100 million, and enterprises will reduce at least more than 3 billion.

I estimate that many brands are afraid to directly cancel Liu Xiang's advertisements at the moment, but in the future they should gradually reduce or weaken their role in brand promotion, or stop focusing on him, or simply find new spokesmen.

Swimsuit maker Speedo has already begun to invest in Phelps.

The $24.99 Phelps Jersey is out of stock - tens of thousands sold - though swimmers won't wear sweaters in the race.

This shows that Phelps's charm pcends swimming itself.

Even before the race, Phelps wore the white Speedo jacket on the departure area, which stimulated consumer demand.

Speedo did not plan to sell the dress to consumers.

Craig Brems, vice president of marketing at Speedo USA, said that the company has now been operating at full capacity.

He said people want to share this historic moment by owning this dress.