South Fujian Shoe Enterprises "Ban Ban" Under The Olympic Marketing Strategy

Opening the hurdles: in the month before the opening of the Beijing Olympic Games, Olympic business opportunities are always the main battleground for businesses, especially the Olympic Games at home.

Then, what is the performance of Fujian enterprises in this nuggets? What business opportunities do they have before and after the Olympic Games?

From today on, this newspaper launches a series of reports of "Olympic money line merchants' ride" to fully show the performance of Fujian enterprises in this business competition.

Core tip: only one month away from the Beijing Olympic Games, careful people will find that many Olympic Games marketing advertisements of many southern Fujian shoe and clothing enterprises have also quietly changed: before the strong Olympic Games stars are no longer showing up, the athletes endorsed products will no longer play the Olympic Games, and the words "2008", "Beijing" and "Torch" are also hidden.

This is due to a notice of the China Advertising Association earlier this month. During the advertising control period in from August 1st to 27th, the Olympic marketing advertisement of such invisible infringement will be suspended.

Olympic business opportunities have always been the main battleground for businesses to nugget.

To become an Olympic sponsor and supplier, we need billions of dollars in sponsorship.

A year ago, the shoe and clothing enterprises in Minnan hit the ball on the side of the ball, signed the athletes or sponsored the foreign national teams, and implemented the marketing method of "curve entering the Olympic Games".

Under the ban, many enterprises began to plan the marketing strategy of "Post Olympic era".

"Curve into Olympic" catch the marketing Express

In fact, as early as a year ago, shoes and clothing enterprises in Southern Fujian began to chase the marketing activities of Beijing Olympic Games.

"To become an Olympic sponsor, at least need billions of dollars in initial investment, and Quanzhou enterprises will bypass this threshold and turn to the Olympic athletes as spokesmen, advertising big, and enter the Olympic Games."

Hou Changwu, an industry spokesman for the footwear industry in Quanzhou, said yesterday that a large number of foreign brand promotion agencies came to the market early last year. "A list of popular athletes has been brought to the table, and most of the spokesmen are asking for millions." after many contacts, many well-known brand shoe and garment enterprises in Southern Fujian have won the most satisfying Olympic spokesmen.

According to press reports, Hongxing Erke, Lu You and Kang Tai of Minnan also have "another way" to sponsor the Olympic teams of North Korea, Tajikistan and Lithuania, and take the Olympic express.

XTEP has also established a partnership with the Belarus national team to provide the competition service with a marketing investment plan of 200 million yuan.

With the Olympic concept of "dishes", there must be channels to propagate.

In December last year, CCTV gold resources advertisement bidding in Xiamen held in 2008, attracting more than 100 Fujian enterprises.

As the last stop of the tender, Minnan enterprises have made extraordinary efforts. The Fujian shoe and garment enterprises including seven wolves, Jin Ba, XTEP and tiger have won the bid of about 430 million yuan.

"Marketing ban" under the "marketing ban"

At the beginning of this month, the China Advertising Association issued a notice that the move was invisible and would be suspended during the advertising control period in from August 1st to 27th.

The notice said that non Olympic sponsors endorsed in the advertisements if they invited active athletes and coaches, officials and so on to participate in the Olympic Games. They would not be able to broadcast in the media without the special authorization and approval of the Olympic Committee.

In addition, "2008", "Beijing", "Torch" and other keywords in the advertisement also belong to the invisible infringement.

With table tennis players Wang Hao, race walker Li Gaobo and Song Hongjuan, fencing three swordsman Tan Xue, Wang Lei, Zhang Liangliang "tie up" the Anta brand advertising, is the "no broadcast order" of more conflicts in Minnan enterprises.

Xu Yang, a spokesman for Anta, also told the media that the company was ready to play the role of "substitute edition" for ordinary actors. Currently, the commercials of the athletes are still being broadcast and replaced during the Olympic Games.

The relevant people of the group also said that the marketing advertisement of the national swimming team and individual players has not been promoted. The company will consider the national swimming team to be the spokesman of the corporate image after winning the Olympic champion.

A person from the shoe industry association of Quanzhou said that Olympic marketing is a boost for local enterprises to dig out business opportunities. This direction will not change. Enterprises will make some adjustments in the way and time of marketing according to relevant regulations.

More enterprises prepare for "Post Olympic" marketing

Obviously, Minnan enterprises, which are known for their "fight to win", do not meet the business opportunities of the Olympic Games in just over ten days. "Post Olympic" era is the marketing platform for more Minnan shoes and clothing enterprises.

Ding Zhizhong, chairman of Anta sports board, believes that enterprises should grasp the Chinese people's passion for the Olympics and their understanding of sports and consider how to do it after the Olympic Games, so Anta takes the Olympic marketing as the foundation for the development of good enterprises.

The reporter learned from a local brand promotion agency in Southern Fujian that many local enterprises that had not been involved in Olympic marketing were recently stationed in Beijing. "They will focus on tracking those who are likely to win gold medals. Once they win the championship, they will sign the exclusive endorsement and focus on the Olympic Games."

Chen Qingfu, director of the enterprise planning center of the provincial development and Reform Commission, believes that the Olympic marketing is short of heat. However, the market is long. Fujian enterprises, apart from paying attention to the marketing of post Olympic Games, should be inspired by the "ban on broadcasting orders" to find ways to operate Olympic marketing at low cost and high efficiency. Fortunately, at present, several famous enterprises in the province have embarked on the sponsorship of Shanghai World Expo, Guangzhou Asian Games and London Olympic Games after four years.