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Nearly 90% Failures In Olympic Marketing Of Local Brands

2008/11/8 10:44:00 55

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Recently, the China Brand Research Institute released the "2008 Olympic marketing report". The report pointed out that nearly 90% sponsors' Olympic marketing was a failure.

According to the report, according to the calculation of Olympic marketing investment, more than 90% of Beijing Olympic sponsors' brand reputation has not been raised to the proper level.

Among them, Coca-Cola, Johnson and Yili became the biggest winners, and the brand reputation increased by more than 60%.

Lenovo, VISA, Budweiser, McDonald's, Haier, Tsingtao Brewery and other 18 companies have slightly better marketing results.

The other 30 enterprises are not satisfactory.

Apart from the multinational corporations who have been through the Olympic Games, the Chinese enterprises that are involved in the Olympic Games deserve more attention and consideration.

Marketing: not all of them benefit.

For many local sponsors, they believe that as long as they join the Olympic sponsorship camp, they will get a good return.

"At present, there is an uncertain risk in the gold rush of Chinese enterprises, resulting in the failure of most enterprises to produce the desired results."

Liu Yongju, chief consultant of Beijing Fang Yun Zhi marketing consultant, pointed out in an interview with reporters earlier that "the fundamental reason why many Olympic sponsors in China fail to achieve the desired results is that these sponsors do not know what they want."

In fact, the business sponsorship of the Olympic Games is nothing more than using the platform of the Olympic Games to effectively communicate with consumers and establish a good brand image.

Therefore, those who plan to join the Olympic sponsorship camp and prepare to spend a lot of money will have to think of whether our brand and Olympic spirit are intrinsically linked.

Can our products be recognized by consumers as long as they are labeled with the Olympic Games?

Through this series of marketing activities, has our corporate culture been established?

After the conclusion, many enterprises are forced to practice hard, and their brand connotation is not particularly related to the Olympic Games.

Take Wenzhou shoe making enterprise AOKANG as an example.

The Olympic Games is a grand event of sports. In the past Olympic Games, the international sports products giants such as Adidas and Nike have been succeeds in sponsoring the Olympic Games.

But AOKANG is a company that specializes in leather shoes, but it is really unthinkable to sponsor a sports event.

Wang Zhentao, chairman of AOKANG group, said in an interview with reporters that AOKANG set up the Olympic Dream Fund for AOKANG, which aims to improve AOKANG's brand awareness and reputation through the combination of "star effect + public welfare activities".

But it is obvious that Olympic marketing is not as simple as getting mixed up.

Besides, the performance of a local sponsor is also puzzling.

Liu Ruiqi, President of Heng Yuan Xiang, has made it clear that they sponsor the Olympics in order to let people know that they are the eldest in the industry.

But as we all know, Heng Yuan Xiang's main product is autumn and winter clothing, but sponsored a summer Olympic Games.

Sponsorship: losing money and making money

In many people's view, Samsung's takeoff due to the Seoul Olympic Games seems to be the benchmark for Chinese enterprises' Olympic marketing.

But it is obviously neither scientific nor unfair to measure Chinese enterprises with Samsung standards.

Zhang Daokui, a famous enterprise strategy and marketing expert, said that the takeoff of Samsung has some historical reasons and can not compare China's enterprises with this.

Chinese enterprises need to reflect on the Olympic marketing. After the Olympic examination, whether the enterprises have overdrawn resources and suffer from "kidney deficiency" syndrome.

In fact, as Zhang Daokui said, China's Olympic sponsorship enterprises, especially some private enterprises, have obviously failed in the Olympic marketing.

In order to eat the fat of the Olympic Games, some enterprises, even in spite of their own strength, have been unable to afford even the subsequent marketing expenses after drawing huge sponsorship fees.

After investing $30 million in marketing expenses in the early stage, Vatti entered into the Olympic Games and then lost money.

In fact, there are many enterprises like Vatti. Premature weakness has become a common problem.

Del's floor became the first sponsors to fall down, and even the sponsorship fees could not be paid. Finally, he was relegated to the Paralympic Games sponsors and became a big joke in the industry.