Footwear Enterprises Compete For Olympic Gold

Tully?

Zhao Yinghui?

Or Chen Xiexia?

In August 9th, on the first day of the Beijing Olympic Games, in the morning of the women's 10 meter air rifle and the women's weightlifting 48 kilogram class competition, a total of several Chinese players were expected to win gold.

For the first gold medal of the first Olympic Games, people are nervous and athletes are nervous.

Behind the athletes, there are also a group of more nervous people -- the sponsors of the shooting team and the weightlifting team.

They sniffed the great interest that came from the first gold medal and focused their attention on the shooting team or weightlifting team, which is expected to win the first prize.

Success or failure, interest is the key.

6 versus 2

The women's 10 meter air rifle competition starts at 8:30 a.m., and 1.5 hours later, the women's weightlifting 48 kilogram class competition will also officially begin.

Behind the shooting team is Lining, SKYWORTH, Wuliangye, Huarun coatings, nine foods and good eyesight six big companies, they bet the shooting team may be the identity of "beauty shooter" Tully's stability, may also be optimistic about fame and strength of Zhao Yinghui's explosive power.

However, the "double insurance" arranged by the shooting team is not entirely reassuring, and is worried about shooting the "easy to be interfered" malady. Nike and Hongxing Erke are the two major merchants to turn to China weightlifting team.

Chen Xiexia, the representative of the women's volleyball team in the final of the 48 kilogram class, was outstanding in recent years. Her strength was strong and his mental attitude was calm. He was aiming at the only gold medal that had been lost in Athens.

Lining, SKYWORTH and other six major manufacturers took the opportunity to choose the first hot shooting team, but Nike, Hongxing K two, on the contrary, to bet on a "case".

　　利益長遠攸關

Businessmen who are famous for their keen sense of smell are also not sure whether they will succeed in spending huge bets.

Hongxing Erke's purpose is very clear. Wu Rongzhao, vice president of the group, said: "we want to use this news point to increase our brand awareness.

You know, 1 billion 300 million Chinese are waiting for this gold medal. "

To this end, Hongxing Erke will be 17% of the annual sales amount in the first gold.

Last year, Hongxing's sales were 2 billion yuan, and the sales performance of this year is expected to be over 2 billion 600 million yuan.

According to this calculation, Hongxing Erke's 2008 Olympic marketing budget is nearly 400 million yuan.

In the domestic sports brand market, Hongxing Erke has been in the front line, but compared with Lining, Anta, XTEP and so on slightly insufficient, the huge "Olympic service" has obvious overturn for Hongxing Erke.

For the Beijing Olympic Games, Nike has been prepared, Nike brand global president Charlie Danson said: "this is a great opportunity for Nike brand promotion."

As the largest local sporting goods manufacturer in China, the 2008 Olympic marketing is more unusual for Lining. He signed the sponsorship agreement for shooting, diving, table tennis and gymnastics four big Chinese dream teams, and the first gold is undoubtedly the most valuable bet.

According to the Harvard Business School Survey, Nike and Lining are now eating 21% and 17% of the Chinese market, and they are fighting each other in the first tier to the three tier cities.

A "bet weightlifting", a "gambling shot", in the fight for the "first gold", Nike and Lining most "irreconcilable".

Behind the competition of "first gold", SKYWORTH, a household appliance giant, also riveted its strength and invested in the national flying saucer shooting team. The two sponsorship projects made SKYWORTH spend hundreds of millions of dollars.

In fact, the 2008 Olympic Games is an excellent opportunity for the development of flat-panel televisions. According to the industry's forecast, this year's flat-panel TV market is expected to jump from 8 million to 15 million.

Double-edged sword

Olympic marketing has always been a big gamble.

Take Coca Cola Co as an example. In 1992, Coca-Cola spent $33 million to become an Olympic TOP sponsor. Only 12% of the audience recognized their sponsor status, and 5% even thought Pepsi Cola was the official sponsor.

Of course, if successful, the result is quite substantial.

Samsung's earnings growth rate has been growing rapidly during the sponsorship of the Olympic Games, thanks to Olympic marketing.

In 1988, the Seoul Olympic Games increased revenue by 27%; in 2000, the Sydney Olympic Games increased its revenue by 36%; in 2004, Samsung sponsored the Athens Olympic Games, and the revenue increased 26%.

As for the competition of "first gold", the intensity of the competition is increasing. Every businessman will take a look at this point and wait for the outcome of the competition to make a big fuss.

Some people describe the "first gold" for the host, half of it is seawater, and the other half is the flame.

There is no doubt that for businessmen who gamble "first gold", it is equally a double day.