Guarding Against Olympic Recessive Market Behavior, ADI Protection Rights Lining Farewell CCTV

Viewers who are concerned about the CCTV Olympic channel may find that since mid June, the logo of Li Ning Co has disappeared from the clothes of the hosts of CCTV Olympic Channel.

Because of the creative endorsement agreement with CCTV sports channel, the exclusive broadcasting agency of the Beijing Olympic Games in mainland China, the exclusive "endorsement" agreement of hosts, reporters and guests during the Olympic Games was held by Li Ning Co.

However, a series of changes since June may have disappointed the Li Ning Co's Olympic dream. First, in June 3rd, the Beijing Olympic Organizing Committee held a press conference to "prevent the Olympic Games from selling advertisements."

The main content of this conference is to advocate Chinese advertising industry practitioners and personnel against Olympic recessive market behavior.

In the following week, Lining's CCTV endorsement changed. Since June 10th, Lining LOGO has been partially withdrawn from the clothes of reporters, guests and hosts on CCTV Olympic Channel.

According to our reporter's observation, at present, Lining LOGO of the CCTV Olympic Channel's host and reporter's clothing has disappeared, and only a few guests have Lining LOGO.

This phenomenon has aroused the concern and speculation of all parties.

It is understood that the "stealth" of Lining's trademark will last 3 months, and these 3 months are exactly the time when the July Beijing Olympic Games sprint, August and Paralympic Games September. It can be said that it is Lining's trademark, the Olympic Games marketing value is the biggest 3 months.

What is the story behind "stealth" at this time?

Lining's curve Olympic Strategy

At the end of 2006, Adidas failed to compete with Adidas in the end of the bid, and Lining finally did not have the 2008 partner.

Nike, which is also known as "two giants" with Adidas, does not seem to be keen on the official sponsorship of the Olympic Games. They even choose to withdraw from sponsorship rights before Li Ning Co.

However, Lining, who once won the 14 world champion record of Chinese gymnasts, also has a deep network of human resources in the domestic sports world, founded by Li Ning Co.

Soon, Li Ning Co held a press conference to announce that from 2007 to 2008, Li Ning Co will sponsor CCTV sports channel (2008 New Year's day to become Olympic Channel) host and journalist reporter clothing.

The Li Ning Co's "non sponsors" strategy opened the curtain.

Since then, a number of surveys since 2007 show that Lining's brand is ranked by consumers as the official sponsor of Olympic Games, ranking the top in the list of surveys.

In stark contrast, although Adidas is an official sponsor, its marketing has always been regarded as lacking in strength: Sponsorship Resources, although there are Chinese women's volleyball teams and Chinese football teams, Nike has more than 20 Chinese national teams' sponsorship for competitions, and Lining has gymnastics, table tennis, shooting and Diving Teams four gold medal holders in China. On the spokesperson, Hu Jia, who was pushed by Adidas, failed to win the Olympic diving qualification of the national diving team.

In this marketing campaign, Li Ning Co seems to have no advantage.

But another fact is in sight. Adidas will not allow this to last, especially in the most critical Olympic Games.

Adidas is on the move, though it is not very fast.

It is conceivable that the Li Ning Co's concession is bound to be part of the pressure.

Adidas's anti recessive marketing

Asia, including China, is the biggest growth market for Adidas in the next few years. According to the company's plan, its turnover in Asia will increase from 2 billion euros to 3 billion 500 million euros by 2010.

China is the most important market for Adidas in Asia. By 2010, Adidas will achieve 1 billion euros in China.

To this end, Adidas will increase the number of Adidas stores and Reebok stores in China to 5000 and 2000 in the next 3 years.

To achieve this goal, it is difficult for Adidas, so Adidas is very interested in the identity of the Olympic official partner in China. Adidas has been taking action to safeguard its rights and interests.

A senior manager of Adidas's 2008 Olympic project revealed that Adidas has always had a brand protection team, mainly communicating with some law enforcement agencies to protect the interests of the company.

In 2008, during the Olympic Games, Adidas thought there would be many unexpected unexpected events, so Adidas would have great strength in the whole anti recessive market activities.

In addition to the daily brand protection team work, Adidas will set up a separate team to work together with the Beijing Olympic Organizing Committee's anti recessive market department to protect its brand interests.

"Before sponsoring the Olympic Channel, we consulted many suggestions, including some Olympic law research institutions. Our cooperation with CCTV is guaranteed by contract.

However, considering that the Olympic channel is the official channel of the Olympic Games, Li Ning Co also has long-term good cooperation with CCTV. Therefore, we are also communicating internally, and the sponsorship cooperation with the Olympic Channel will be suspended for 3 months.

Li Ning Co officials said that the specific negotiations between Lining and CCTV are under discussion, but one thing that can be guaranteed is that the trademarks of competitors, including Adidas, will not appear during the time when the Lining trademark disappeared, nor will they appear on the Olympic Channel related hosts and reporters.

Although Adidas has been trying to suppress Lining for the time being, it is far from the final outcome.

Guarding against Olympic recessive market behavior

As the industry's most talked about and most obvious Olympic marketing of non Olympic sponsorship enterprises, the current changes of Li Ning Co confirm that the management of Olympic marketing market will tend to be tight when the Olympic Games are approaching.

In the view of some analysts, the gradual fading of Lining LOGO from CCTV Olympic Channel will become a landmark event. With the approaching of the Olympic Games, the related activities of guarding against and cracking down on the Olympic Games' hidden market behavior will become more and more intense.

According to Chen Feng, Vice Minister of market development department of Beijing Olympic Organizing Committee, the Olympic recessive market is actually marketing propaganda without authorization and Olympic Association.

For example, without the permission to use the emblem of the Beijing Olympic Games to carry out marketing propaganda, for example, sponsoring enterprises can use the combination logo, the Olympic emblem on the left, and the logo on the right side. If the enterprise is not sponsoring the enterprise, use this combination sign, obviously this is the implicit market behavior.

The implicit market also violated China's promulgation of the Olympic symbols Protection Ordinance.

Another situation is that hidden markets may happen more, which is not easy for us to realize.

For example, the word "passion 2008" is used in the propaganda of enterprises. Obviously, the audience will easily think that the enterprise is related to the Olympic Games.

Because "passion 2008" refers to the Olympic Games in Beijing, not just the year of 2008, so this is also a hidden market behavior. It is a suggestive link.

Of course, according to China's laws and regulations, such acts do not constitute infringement, but it is indeed a hidden market behavior, and it also needs to be protected.

In June 3rd, the Beijing Olympic Organizing Committee held a press conference on "prevention of Olympic Games hidden market advertising behavior proposal".

The main content of this conference is to advocate Chinese advertising industry practitioners and personnel against Olympic recessive market behavior.

Preventing hidden market behavior is a commitment made by Beijing and International Olympic Committee in a series of contracts. It is also one of the important signs of the successful 2008 Olympic Games in Beijing.

With the coming of the Beijing Olympic Games, how to fulfill commitments and prevent hidden market has become the key task of the market development department of Beijing Olympic Organizing Committee.

However, preventing Olympic recessive market behavior is not easy. The OCOG's use of the form of "proposal" to put pressure on the Olympic implicit marketing is a choice for a certain reason, because in defining, distinguishing and restricting the implicit marketing behavior, even in the Olympic Games with relatively mature business marketing mode, there are still many blind spots restricting implicit marketing.

Globally, it is difficult to find a legal or administrative means to manage implicit marketing.

However, in the Beijing Olympic Games, the Beijing Olympic Organizing Committee will strictly abide by the agreement with International Olympic Committee and minimize the activity of recessive market behavior as far as possible.

Lining LOGO gradually fade from the CCTV Olympic Channel, which is a sign to guard against the hidden market behavior.

Related links: the audience should also guard against hidden behavior.

In the Olympic venues, the hidden market caused by some improper behaviors of viewers is inevitable.

Many spectators who don't know the situation will wear non sponsors' clothes and drink non sponsors' drinks.

In view of this situation, the Beijing Olympic Organizing Committee has formulated a more perfect measures to prevent spectators from recessive market.

Although the Olympic Games have no special restrictions on the spectators wearing clothing, if there are group audiences wearing the same clothes, including group audiences who wear clothes for sponsoring enterprises, this is also limited.

Because the Olympic Games implement the "clean venues" policy, it is not commercialized, nor does it allow the clothing of sponsoring enterprises.

For example, 10 people wear clothes from a sponsoring enterprise and watch the competition inside the venues. This is also not consistent with the principle of "clean venues", and even the non sponsoring enterprises are not allowed to do so.

If the clothing of the non sponsorship enterprise has been put into the stadium, it will be pasted on the logo of the non sponsoring enterprise with the sticker with the Olympic logo.

In view of the problem of carrying non sponsors' drinks, spectators are responsible for the inspection, and all drinks are prohibited from admission.