How Much Is The Olympic Sponsorship Invested?

With the suffocating colourful color, the long culture and the display of gorgeous fireworks, the Beijing Olympic Games began to open, and the competition for sports honor also started.

At the same time, sixty-three Olympic sponsors and partners spent six hundred million dollars on Olympic and Olympic related marketing and advertising.

Many people are asking, will such a huge investment be rewarded?

This can be seen from two aspects: for multinational companies, the Beijing Olympic Games may be a rare opportunity to narrow the distance with China's huge consumer market; for Chinese companies, it is a wonderful stage with the opportunity to attract the attention of the world and finally to seek international recognition.

So, what are the business leaders' views on China's business and economic situation after the end of the Olympics?

Industry opportunity

At present, the preparations for the Olympic Games have contributed to at least three industries: environmental protection, construction and tourism.

A major contribution of the Olympic Games is that it will enhance the awareness of environmental protection of every Chinese.

Business leaders have reached a consensus on this point.

They realized the high requirements of the Olympic Games for environmental protection, so the enterprises, the public and the government had to make corresponding adjustments.

They believe that in the long run, Beijing and other Chinese cities will pay more attention to environmental protection.

From the commercial point of view, the environmental protection industry will have a great development.

Although Chinese people have a special liking for cars, the behavior of reducing the number of driving will be appreciated. People will no longer despise cyclists.

The role of the Olympic Games will also be maintained in building and urban infrastructure.

Olympic venues have begun to bring people a profound experience in architecture.

Shi Yongqiang, general manager of Pu Zhi magazine, a magazine co published by the reader's digest in China, said: "the Olympic Games show the world the strength of China in building and infrastructure."

Other business leaders believe that the Olympic Games have opened a new chapter in China's construction and urban infrastructure. They expect that other cities in mainland China will create more brilliant works, and further believe that some of them will probably come from the hands of Chinese architects.

After experiencing the new look of smart China, foreign tourists will return to their country with their wonderful experiences and inspire other people's enthusiasm to visit China. This will speed up the process of China becoming the world's top tourist destination in the next ten years.

The Olympic Games will promote the growth of China's GDP, mainly in the tourism industry, and the urban construction around tourism destinations. The purpose is to realize its multifaceted nature.

At the same time, business leaders believe that communication between locals and international travelers will be a good opportunity to deepen mutual understanding of China.

However, compared with the Olympic period, because the number of tourists will not increase rapidly but slowly increase, they realize that the emphasis should be placed on business travelers to keep the hotel occupancy rate high.

Next, tourism needs to make a key shift from building luxury hotels to providing quality services.

For them, the huge volume of visitors during the Olympic Games will provide a valuable opportunity for employees in hotels, restaurants and pportation industries to help them build a crash course on good service.

　　贊助商回報 

So what do sponsors, partners and the Chinese economy hope to get from the Olympic Games?

Chinese corporate sponsors hope that they will be able to compete on the international stage through the Olympic Games.

The sponsors of multinational enterprises expect that the Olympic Games can help them win the vast market of China to make up for the market demand of other regions that they once were brilliant, but are now declining.

Business leaders believe that it is not enough for Chinese companies to pay a sponsorship qualification.

Because during the Olympic Games, audiences outside China will be exposed to a large number of brands. Many people may not have enough time to understand what each brand is and what they have done.

Therefore, even after the Olympic Games, we should continue to promote our brand on the international stage.

However, because some enterprises have already used too much market budget, they may have to reduce this expenditure after the Olympic Games.

For these enterprises, the situation will be more difficult.

Interestingly, many business leaders do not think consumers have a greater desire to buy Olympic brand sponsors, except the Olympic Mascot Fuwa.

Most sponsors believe that returns will be long-term rather than one-off.

Shi Yongqiang, the magazine of Pu Zhi, said: "consumers will not use Visa cards because Liu Xiang loses.

Consumers choose a brand for a variety of reasons, not just because the brand has chosen a sports star as spokesperson.

Sponsorship can only impact if there is a direct connection between the brand and the consumer.

Although the IOC has tried every means to protect the interests of its sponsors in order to improve the gold content of sponsorship, business leaders do not think that sponsorship is the sole reason for the brand to spend money in the Olympic Games.

One of the official partners of the Olympic Games, Wei Dong, chairman of Fuji Food Service Co., Ltd., hopes that there will be a different way of return: "the high requirements of the Olympic Games force Fuji food to improve its own R & D capability and consolidate our commercial strength.

After the Olympic Games, our company will still meet the demand for food and processing in the local market. "

He also believes that "some big enterprises have not made adequate preparations for the Olympic Games, and their sponsorship may not be able to achieve the desired results."

So what do Olympic sponsors need to do if they want to succeed?

Asit Gupta, director of marketing at Anglo-American Tobacco Corp (BAT), said: "if sponsorship is regarded as short-term behavior, there will be no significant results.

However, if they sponsor their Olympic sponsorship as a long-term platform to develop innovative products, investment will be more effective. "

Even from an optimistic point of view, business leaders also believe that the post Olympic economic scene will be a bit unclear.

On the one hand, unlike Greece, the size of China's economy is too big to rely entirely on an Olympic Games.

On the other hand, for multinational companies, the Chinese market will be one of the great driving forces for its continued growth.

Even after the Olympic Games, they will continue to participate in the Chinese market and get a return.