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"First Gold Battle" Hongxing Erke Wins Lining'S Local Brand, Olympic Marketing Is Getting Better.

2008/8/22 17:20:00 75

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Guo Jie, a sports marketing expert, said: "the performance of Hongxing Erke and Lining in the Olympic Games shows that Chinese sporting goods companies, especially first-line brands, have made remarkable progress in the formulation, perspective and foresight of their marketing strategies."

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Today, Wu Rongzhao, vice president of Hongxing Erke group, is very busy, because this is the day of the group's spring order meeting in 2009.

Wu Rongzhao introduced that he was conservative in estimating that the group could get a list of about 1 billion yuan.

Last year, the order group got about 600 million yuan order.

"1 billion yuan is a conservative estimate based on the number of enterprises' channel expansion and industry growth. This expectation does not include potential benefits from Olympic marketing.

Olympic earnings are hard to tell at the moment.

Wu Rongzhao said with great caution.

Just a few days ago, the Chinese weightlifter sponsored by Hongxing Erke won the first Olympic gold medal in China in one fell swoop.

Although the potential earnings of Olympic marketing are tight lipped, Wu Rongzhao's efforts on the part of the group are no secret.

After winning the Olympic sponsorship qualification, Adidas has left little room for Chinese sporting goods companies.

But Lining and Hongxing Erke did not give up a chance to try to make a big difference through small investments.

The competition for the Olympic gold medal is a big gamble between China's two major sporting goods providers.

Lining bet on the shooting team, Hongxing Erke put the bet on the weightlifting team.

According to the schedule announced at the time, weightlifting and shooting were likely to result in the Olympic gold medal, and both sides accounted for 50% of the odds.

In this regard, Wu Rongzhao explained that the choice of weightlifting team has two reasons: first, the cooperation between Lining and shooting has a long history, considering the exclusiveness and other factors, the company has been very difficult to intervene.

Secondly, China's weightlifting team has considerable strength.

"The risk of shooting is very great, but the uncertainty of weightlifting is relatively small."

Nevertheless, Hongxing Erke prepared two plans for this purpose.

But in the end, Hongxing Erke defeated Lining, the big brother, and won a beautiful battle.

On the night of Chen Xiexia's winning the championship, Hongxing Erke's 3600 stores across the country played the slogan of "raising the Chinese strength".

Wu Rongzhao pointed out that, due to the status of non Olympic sponsor, the company can not use Chen Xiexia's image in the open media for the time being.

But after the Olympics, Chen Xiexia will be the focus of the company's packaging, and related business activities will be launched.

Although the Lining team was defeated by Hongxing Erke in the Olympic gold medal competition, Lining himself performed a lot in the opening ceremony of the Olympic Games.

"After watching the opening ceremony, I told our executives that Lining's fire would at least make us work hard for another five years."

Wu Rongzhao joked, "this will also inspire our team to work harder."

In addition to the two big points of ignition and first gold competition, Lining and Hongxing Erke's marketing feelers are penetrating into every corner of the arena.

Analysts pointed out that there are many defensive factors behind Adidas and Nike's spendthrift array, but they are still unstoppable.

Although Lining only sponsored Chinese gymnastics, shooting and other uniform, far less than Adidas and Nike, but the exposure rate in front of Chinese media is not low.

Hongxing Erke chose to sponsor the DPRK delegation. "With the success of the DPRK team, our exposure rate is not low."

Although Wu Rongzhao acknowledged that Hongxing Erke's exposure rate was less than that of Lining, he was quite satisfied with the group's performance.

Guo Jie, chairman of sports marketing and chairman of fertile sports management group, said: "Hongxing Erke and Lining's performance in Olympic Games shows that Chinese sporting goods companies, especially first-line brands, have made remarkable progress in the formulation, perspective and foresight of their marketing strategies."

However, Guo Jie also pointed out: "we still have a gap with the leading international sports marketing standards. We still have a long way to go to grasp the inevitable relationship and resonance results between events and the crowd. Our enterprises also rely too much on the media and exposure rate, and the terminal experience is obviously lagging behind."

The Olympic Games are only a few days. "We must fight a protracted war instead of sticking to the 2008 victory or defeat."

We focus on the long-term development of China's sporting goods market. "

Wu Rongzhao said that at present, Hongxing Erke's plan is to increase the number of stores nationwide from 3600 to 3800~4000 by the end of the year.

After the Olympic Games, Hongxing Erke's sports marketing is continuing. "We must continue to sponsor football and tennis matches."

Similarly, Lining will not stop the Olympics.

It is clear that the battle between Hongxing Erke and Lining will continue.

At the same time, the time of confrontation between Chinese sporting goods companies and international giants such as Adidas and Nike is getting closer and closer.