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The Loss Of Liu Xiang'S Brand Is 1 Billion.

2008/8/19 10:16:00 8

It is said that this is an early exposure of Nike Olympic advertising. After today, how does Nike respond?

Today, Liu Xiang's surprise retirement race shocked the nest and shocked us in front of the TV. Of course, it also shook the sponsors of Liu Xiang.

Recently, there is a popular term called "black swan", which means unexpected, unexpected and influential events. Liu Xiang's retirement from competition will undoubtedly become the biggest black swan of the Olympic Games.

After Liu Xiang withdrew from the competition, the NetEase made a telephone interview with me and asked Liu Xiang how big the impact of the withdrawal game on the sponsors.

I think the brand impact of Liu Xiang's retirement is 1 billion.

1, behind Liu Xiang is a huge brand value chain.

It is estimated that Liu Xiang has become the most famous celebrity brand in 2007. It has 14 brands, including Amway Nutrilite, VISA, Erie, Nike, Bank of communications, Lenovo, China Post, Yuan Tai, AOKANG, Shanshan, double money, Shengda, Baisha and China Mobile.

Among them, there are Olympic sponsors and non Olympic sponsors. Although the advertisements of non Olympic sponsors have been restricted recently, their joint effects are enormous.

2, the most influential non Olympic sponsor is Nike, which should be faced with Adidas's home court advantage as an Olympic sponsor. Nike urgently needs sports stars to break the situation.

This time, Nike has two trump cards, one is Liu Xiang, the other is Yao Ming.

Liu Xiang plays an important role in Nike's Olympic strategy.

In July 2006, Liu Xiang broke the world record for the 110 meter hurdles on the second day, and the salesmen of Nike stores in China put on promotional shirts. In August 2007, when Liu Xiang made a grand slam in Osaka World Championships, Nike developed a "T-shirt" on the same day.

"Our long-term goal is to allow Liu Xiang to convey a voice on behalf of Nike in 2008," Pan Jianhua, director of Nike's Greater China marketing department, said.

But Liu Xiang's retreat has left Nike with a huge problem.

According to Interbrand's list of the most valuable brands in the world in 2007, Nike's brand value is 12 billion dollars, while Adidas has only 4 billion 800 million dollars. We can imagine that the brand value gap between Nike and Adidas will shrink further in 2008 due to the influence of "Liu Xiang's withdrawal".

3, the most influential Olympic sponsors are VISA and Erie.

VISA's advertisement is "refreshing the dream, 12 seconds 88". After today, such words are obviously out of date.

Relatively speaking, their impact will be smaller, because the two advertising spokesmen are basically group images, but because Liu Xiang is the biggest card, so the brand influence is also there.

Like some other Olympic sponsors, such as Lenovo and Coca-Cola, the impact is relatively small.

Look at the brand value of these brand big guys, like Coca-Cola's $65 billion 300 million, and VISA's brand value also has billions of dollars. A slight fluctuation is a big number.

4, "Liu Xiang's retirement" reflects the risk of brand communication of sports stars, but it is not necessary to choke on the risk of choking.

In fact, athlete relationship is the most important part of sports marketing. Many companies in China are short term effects in sports marketing and belong to star chase, so the impact of such emergencies is relatively large.

And those sports marketing experts, will play a great role in athletes relations, and some through technical support, such as Speedo shark skin, Nike running shoes, etc., some by early excavation, this time, Adidas signed the rival of Cuba, Robles, Liu Xiang.