Olympic Marketing: Detailed Input Output Ratio Of Chinese Enterprises
According to past experience, the Olympic Games will play a great role in promoting the economic development of the host country, and the economic benefits it will bring will be reflected by enterprises. In the Beijing Olympic Games, the input-output ratio of sponsoring enterprises is one of the topics of high concern. A few days ago, the relevant enterprises calculated a "Olympic economic account" for journalists.
Input: "regardless of cost, spare no effort"
"Regardless of cost and spare no effort," Zhang Jianqiu, CEO of Inner Mongolia Yili Industrial Group, summed up the investment of the company in sponsoring the Olympic Games in these eight words. Although no specific figures have been quantified, the corresponding threshold for the sponsors at different levels of the Olympic Games has long been set.
2008 Beijing Olympic Games has 63 sponsorship companies, including 12 International Olympic Committee global partners (top sponsors). It is reported that at the Beijing Olympic Games, the top sponsors, including Lenovo and Coca-Cola, cost at least $65 million each to get the qualification. In addition, there are even several times or even more than ten times to invest in promoting products and publicity.
It is also known that the sponsorship threshold of the "2008 Beijing Olympic Games partners" including Volkswagen, Bank of China, China Mobile, Adidas and so on is nearly 300 million yuan; the starting price of "2008 Beijing Olympic Games sponsors", such as Erie, Haier, Tsingtao Brewery, Heng Yuan Xiang, is 130 million yuan; the 2008 Beijing Olympic Games exclusive supplier, such as the Great Wall wine, golden dragon fish, and so on, is 41 million yuan; the average threshold for ordinary suppliers of Olympic Games, such as AOKANG leather goods and Li Bai, is 16 million yuan.
The holding of the Beijing Olympic Games has made many Chinese enterprises reach the global stage for the first time. For many Chinese enterprises sponsoring the Olympic Games, "carrot and stick" is a common practice. We should improve product quality, adjust product structure, improve service level, improve staff quality, etc., while promoting the public welfare activities with the help of the Olympic Games, setting up corporate citizenship image.
As the sponsor of the Beijing Olympic Games's only non sports textile and clothing, Heng Yuan Xiang has provided more than 10000 suits for the Beijing Olympic Organizing Committee officials, Olympic technical officials and Chinese sports delegation. The whole production process takes 4690 hours, and consumes more than 34 kilometers of fabric. In order to make clothing fit and comfortable, Heng Yuan Xiang has set up a team of "quantity teacher" to achieve "one person, one yard, volume customization", and has completed the collection and analysis of the Olympic sports official's figure data from all over the world, and updated the computer human body database.
The People's Insurance Company of China Group is the sole domestic insurance partner of the Beijing Olympic Games. It has made five Olympic insurance policies with independent intellectual property rights for the Olympic Games. It provides comprehensive liability insurance, racing motor vehicle insurance, property insurance, group personal accident insurance and volunteer insurance, providing insurance services for some 150 thousand people and 8000 vehicles.
"Our Olympic sponsorship is within the budget approved by the board of directors." Ding Yunzhou, vice president of PICC, said that as a relatively large insurance and financial enterprise in China, we pay attention to the business benefits of the enterprises themselves, and at the same time pay attention to giving full play to the social responsibilities of the enterprises, serving the society and giving back to the society.
Output: "the biggest gain is brand promotion".
"The biggest reward for the Olympic Games is brand promotion." Li Fucheng, chairman of Beijing Yanjing Brewery Group Company, summed up the gains and losses of the sponsorship of the Olympic Games.
"No brand competition is incompetent competition, no brand market is a fragile market, no brand enterprise is a dangerous enterprise." Li Fucheng said. Through Olympic marketing, Yanjing pformed a large number of tangible assets into intangible assets, completed product restructuring, improved product inspection standards, and greatly improved production, processing, logistics and staff quality.
"In the process of participating in the Olympic Games, we learned a lot of operation strategies. We will use these strategies in the future brand promotion." Heng Yuan Xiang's brand center director Li Wei said. In this regard, Chen Kaixuan, President of Guangzhou Li Bai group, agrees: "as the most influential sports event and cultural event in the world, the Olympic Games is also the best platform for enterprises to integrate resources and enhance brand influence."
In addition, by sponsoring the Beijing Olympic Games, enterprises can make more consumers better understand the brand and increase brand awareness, reputation and loyalty all over the world.
The success stories of Korea Samsung Corp are well known. By sponsoring the Olympic Games, Samsung's communications products rose from $3 billion 900 million in 1998 to $5 billion 200 million in 1999, and brand recognition jumped from 5% to 16.2%.
The pulling force of Beijing Olympic Games on brand value is also not to be belittled. The brand value of Yili Group has increased significantly from three yuan in 2005 to 21 billion 35 million yuan in 2008, according to statistics from the world famous brand value assessment agency, "world brand laboratory". Since its sponsorship as an Olympic sponsor, the brand value of Yili Group has increased significantly in the past 13 billion 612 million years. Song Zhe, chairman of COFCO wine industry, said that the sponsorship of Beijing Olympic Games by the Great Wall wine is of great significance to "enhancing the national brand and enhancing the international status of Chinese wine".
"The popularity and reputation of the brand will be improved through the Olympic Games. Through the exclusive supply of the Beijing Olympic Games, the world guests have sampled the national brand wine produced by China, which is a great boost to the development of China's wine industry in the world. Qu zhe said.
Post Olympic Era: go further on the road of internationalization
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