Olympic Sponsors Shift From Marketing To Social Awareness

Turning to history, the modern Olympic games seem to be the high-speed elevator that carries the business from the ordinary to the great.

Many brands in the close contact with the Olympic Games, reflects the perfect integration of the Olympic Games and modern business.

However, statistics show that, since the official commercialization of the 1984 Olympic Games, only about 30% of the 144 Olympic partners have been profitable in Olympic investment, while 70% of the Olympic Games have ended their short-term Olympic value gains after the Olympic Games.

Therefore, how to maximize the Olympic effect is undoubtedly a problem that many sponsoring enterprises can not avoid.

PICC: escorting Olympic Games

Experts say that if the sponsoring enterprises want to play the "Olympic" brand, we must find out the internal relationship between the enterprise and the Olympic Games, and dig deeper common ground.

Since it became the sole insurance partner of the Beijing Olympic Games in September 2005, PICC has always been adhering to the service concept of "casting gold medal service for dream convoy", aiming at "faster" service mode, "higher" service standard and "stronger" guarantee capability, fully displaying the social value of enterprises and the social management function of insurance, and is committed to providing an international standard of comprehensive risk protection with Chinese characteristics for the Olympic Games.

In October 13, 2007, when the countdown to the twenty-ninth Olympic Games was 300 days, the PICC announced to the society the Beijing 2008 Olympic Games insurance guarantee plan (outline), and promised the five guarantees plan of "capital, material, organization, technology and service".

It is learnt that the PICC has devoted all efforts to the Olympic torch relay, and has promised to protect the Olympic flame.

In April 30, 2008, the Olympic countdown lasted for 100 days. The PICC invited the national model workers to watch the Olympic Games. It not only created the atmosphere of everyone respecting the labor model and advocating labor, but also increased the atmosphere of the Chinese people's insurance.

State Grid: serving Olympic Games

The Coca Cola Co is opposed to placing commercial advertisements in the Olympic venues and is known as the defender of the Olympic values.

As a partner of the Beijing Olympic Games, the national Power Grid Corp vigorously advocated the concept of "Olympic social responsibility", and said that doing its job well is the key to fulfill the Olympic social responsibility and support the Beijing Olympic Games.

The so-called "Olympic social responsibility" refers to the sponsors, participants and disseminators of the Olympic movement. Guided by Olympism, they fulfill their social responsibilities in a way that is beneficial to the Olympic movement and social sustainable development, promote the all-round development of people, and promote the construction of a harmonious society and a harmonious world.

It is reported that in order to ensure the safety of the Olympic Games, the national Power Grid Corp has launched the strategy of "new Beijing, new Olympic Games and new power". It has completed the construction tasks of 43 supporting pmission and pformation projects, 23 competition venues and ancillary facilities, 14 power projects for the construction of power lines along the road in the Olympic central area, 103 projects for the surrounding areas of the Olympic venues and roads, and 169 special substations and 519 important lines.

Yili milk: brand Olympic

When Erie became an Olympic sponsor in November 2005, the domestic dairy industry has already been in the stage of intense competition. The rival Mengniu of the city has formed a tremendous pressure on the Yili due to its rapid development.

In February 2006, Erie signed the 100 metre hurdle champion Liu Xiang of Athens Olympic Games as the spokesman of his image and made a big step forward in the Olympic marketing.

From then on, Erie's brand marketing seemed to have realized the "Liu Xiang speed".

Olympic marketing must contact more consumers.

After a long period of preparation, Erie announced the launching of the "Erie Olympic healthy China line" in April 2007.

660 cities, more than 2000 communities, more than 2000 road shows, about 20000000 people participated, 50 million direct audience.

Erie took advantage of the situation and released the Olympic marketing 2 plan in July 2007, deepening and extending from slogans, products, advertisements, public welfare and so on.

Zhang Jianqiu, executive director of Yili Group, said that in the future Olympic marketing, Erie still pays more attention to the responsibility of Olympic sponsors.

It is undeniable that Erie has made more Chinese realize the power of milk through its own efforts. In 2007, its brand value soared to 16 billion 729 million yuan, further expanding its brand advantage, which is also an affirmation of Olympic marketing of Yili Group.

Unfortunately, in March 11, 2008, the 2007 annual financial report released by Erie showed that because of the equity incentive plan, the results were reported to be a loss and the 2007 option fee was as high as 554 million 212 thousand and 500 yuan.

Even from the purpose of equity incentive, it is the idea of promoting sustainable development of companies and individuals, encouraging the creation of sustained value, but it is doubtful if it is caused by "incentive".

In the Olympic year, Olympic sponsors became a loss making company, which is ironic and contrary to Zhang Jianqiu's "responsibility" of Olympic sponsors.

At the same time, it is likely to be misinterpreted as the fact that enterprises are overconfident in sponsoring the Olympic Games, and excessive publicity has made them lose money.

According to the annual report, the sales cost in the fourth quarter of 2007 was 894 million 92 thousand and 600 yuan and the management cost was 607 million 823 thousand and 100 yuan.

In the same period, the management cost of Guangming milk was only 58 million 532 thousand yuan.