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Olympic Marketing: The Olympic Baptism Of Chinese Enterprises

2008/8/27 16:53:00 23

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The Beijing Olympic Games is a sports feast. It is also a competitive arena for many Olympic sponsoring enterprises.

From athletes' wear to food and drink supplies, large enterprises do enough articles, from various venues to streets and lanes, marketing activities are rich and colorful.

It is reported that there are 63 sponsorship companies in the 2008 Beijing Olympic Games.

Among them, the threshold of Beijing Olympic Games sponsors must be 100 million yuan, becoming tens of millions of yuan for Olympic suppliers, and 3 to 4 times, or even more, for product promotion and publicity.

What can the Olympic Games show with huge sums of money?

　　提升品牌價值是最大收獲

"I am strong in China" is the last slogan in the 15 seconds before the opening ceremony of CCTV live broadcast.

"Holding the Olympic Games, Erie's brand value has been greatly improved."

Zhang Jianqiu, CEO of Limited by Share Ltd, Yili Industrial Group, said that since signing the Olympic Games, Erie's brand value has surged from 13 billion 612 million yuan to 20 billion 135 million yuan.

Experts pointed out that sponsorship of the Olympic Games, the same input can increase brand awareness by 3%.

For many Chinese enterprises sponsoring the Olympic Games, how to enhance the brand value by means of the Olympic platform is a new topic.

In the face of Olympic opportunities, everyone has made moves.

Erie's brand promotion is all-around.

Celebrity endorsement, advertising support, enhance brand reputation and loyalty; take the road of "public Olympics", and strive to publicize the Olympic Games, support the Olympic Games and serve the Olympic Games, and establish a national brand image.

The "healthy China plan" launched last year covers 660 towns and nearly 2000 communities in 30 provinces, municipalities and autonomous regions.

As a Beijing enterprise, Yanjing Beer has played a smart role.

Making full use of local advantages, 700 thousand sets of clothing for security volunteers will be issued, so that all streets and alleys in Beijing will be covered with "Yanjing" logo.

At the same time, with the help of the Olympic brand, the strategic layout of the market has been achieved, and 32 beer production enterprises have been established and acquired in the whole country, forming five competitive competitive zones of Beijing, Guangxi, Fujian, Hubei and Inner Mongolia.

Li Fucheng, chairman of Beijing Yanjing Brewery Group, said: "Yanjing brand value increased from 15 billion 200 million yuan in 2005 to 20 billion 600 million yuan last year, with an average annual growth rate of over 10%. This is the biggest harvest after signing the Olympic Games."

AOKANG has implemented the Olympic star promotion strategy to raise the value of the brand to 5 billion 967 million yuan now.

Jiang Yihan, director of brand management of AOKANG group, said that the company has successively realized its own dream of commonweal for 6 Chinese Olympic champions, such as Ma Yanhong, Gao Min and Tian Liang.

She said that after the Beijing Olympic Games, AOKANG group will launch a new round of "Olympic dream making action" to help the new Olympic champion realize their dreams.

A sample survey shows that 79.9% of respondents will have an increased interest in Olympic sponsorship businesses.

With the help of the Olympic stage, many Olympic sponsorship companies have won the opportunity to increase brand awareness, reputation and loyalty.

Olympic marketing brings economic benefits

"If I want to score a point in Olympic marketing, I will score 80 points."

Li Bai group president Chen Kaixuan said so.

Chen Kaixuan said frankly that Li Bai, like many Chinese companies, was crossing the river by feeling the stones.

Li Bai joined the international giants and launched the Olympic special product "Li Bai to remove the total washing powder", through the Olympic marketing promotion, bringing the Olympic products into the common people's home.

By the end of July, sales accounted for 30% of the sales of similar products.

Li Bai realized the product positioning and the upgrading of the industrial structure through the Olympic Games.

Before the opening of the Olympic Games, Heng Yuan Xiang launched a series of sweaters of Xiangyun concept in the whole country.

Up to now, Heng Yuan Xiang's order quantity of Xiangyun sweater has already far exceeded the number of new product orders in previous years, ranking first in all kinds of sweater products orders in 2008.

"Sponsoring the Olympic Games allows Mona to go out faster.

No one ever knew Mona, now many people don't know Mona. "

Mona is a supplier of the Beijing Olympic Games. The head of the company said that sales revenue of Mona increased by more than 100% in the first two months of this year compared with the same period last year.

As a partner of the Beijing Olympic Games, the Bank of China said that through its exclusive rights and interests, the sale of Olympic licensed goods and tickets has gained more than 3 billion 500 million yuan, and the Olympic sponsorship and marketing expenses have been recovered.

What is more valuable is that sponsoring the Beijing Olympic Games brings strategic value, economic value and service value to the Bank of China. The sum of these values far exceeds the Olympic marketing investment.

　　奧運商機并非一次性買賣

Sponsoring the Olympic Games is not a panacea. Olympic marketing is a great test for any participating enterprise. If it is not properly operated, it will lose money and earn money.

Some people pointed out that when some enterprises were running Olympic Games marketing, they lacked systematic operation, did not hesitate to pay heavily for advertising bombing and single point operations, but failed to form an impression in the minds of consumers, so that the sponsorship rights were lost.

"The important thing is to turn the Olympic idea into a part of the enterprise concept, rather than let the enterprise stick to the Olympics."

Li Fucheng said that the concept of "Green Olympics" of Beijing Olympic Games accords with the direction of sustainable development of Yanjing beer. Yanjing has increased its profit by 29% compared to the previous year under the influence of price rise of raw materials this year by promoting circular economy and saving energy and reducing consumption.