South Fujian Shoe Enterprises Compete For Olympic Champion

However, for China, the Olympic Games is not just a competition. Its coming and going will have a great impact on China's economic life.

At the end of the Olympic Games, this newspaper set up a special report on "Post Olympic Commercial beacon". From some subtle angles, the changes brought by the micro Olympics to the business field.

In the coming days, we will show the Olympic Games after the Olympic Games, such as the Olympic champion contention, tourism, department stores, property market and collectibles.

In August 24th, the American dream team won the gold medal in the Olympic men's basketball team. Yesterday, Fujian PEAK Group officially signed a contract with Jason Kidd, one of the 3 team members of the American dream eight team. This is another American NBA superstar signed by PEAK after signing NBA Rockets star Battier in 2006.

PEAK's move also means that after the Olympic Games, the Olympic champion and sports star competition will start in full swing.

After the Olympic Games ended, Olympic champions and sports stars have become the "meat and potatoes" in the eyes of businessmen.

With the successful conclusion of the Beijing Olympic Games, a large number of new Olympic champions were born. Our country enjoyed 51 Olympic gold medals alone. Our province included 4 gold medals (badminton Lin Dan, trampoline He Wenna, weightlifting Zhang Xiangxiang, martial arts Freya Lim, Freya Lim's gold medal not counted in the current Chinese delegation's total gold medal).

In the eyes of savvy entrepreneurs in our province, they are rare sports marketing resources.

"With the birth of the new Olympic champion, local brokers and local brokers in Quanzhou are very active. They have taken the champion information to various enterprises, and the enterprises are also actively considering the assessment," said Beijing.

Yesterday, Hou Changwu, general manager of Quanzhou shoes and clothing industry's famous planner and sunny (China) Limited, told reporters that he affirmed that after the Olympic Games ended, there will be lots of Fujian enterprises signing new Olympic champions.

In August 24th, in the United States "dream eight" and the Spanish Matador summit confrontation, Beijing Wukesong stadium is packed, PEAK general manager Xu Zhihua sat there.

After winning the gold medal eight times in the American dream, Xu Zhihua was found in the rest room with the famous American star Kobe.

It has been revealed that during the Olympic Games, Xu Zhihua, general manager of PEAK, has been staying in Beijing and has been on the scene of all important basketball matches in the Olympic Games. Apart from watching the games, he has another mysterious task: looking for the stars to sign contracts.

There are also news of his contacts with famous basketball stars, such as Yao Ming, Nowitzki (Olympic flag bearer of Germany), Ginobili (Olympic Argentina flag bearer) and other NBA stars.

Yesterday, Hou Lidong, director of PEAK planning department, told reporters that PEAK signed a contract with Jason Kidd only recently.

The successful signing is the further deepening of PEAK's cooperation with NBA.

In this Olympic Games, PEAK has played a very active role in sponsoring two sports teams and volunteers in Cyprus and Iraq.

Hou Changwu said that South Fujian is an important sports industry base in China. These sports enterprises have a strong sense of sports marketing. The five set of CCTV sports enterprises in Southern Fujian can explain the problem. For the 100 year Olympic Games in Beijing, it will not be easy to let go.

In fact, during the Olympic Games, many Minnan sports enterprises were in charge of Beijing, and their ideas were similar to those of Xu Zhihua: seeking cooperation opportunities through the Olympic Games "hunting stars".

According to industry practice, a sports star after signing a contract with an enterprise is exclusive to its competitors.

"Good things everyone likes, sports stars are the same, for sports stars suitable for their own enterprises, naturally is scrambling for the first time."

Hou Lidong said frankly.

To this end, many Fujian enterprises will compete before the Olympic Games.

For example, in May this year, the group became a sponsor of China's national swimming team in the next 4 years.

The signing of the card selection at this time point has its painstaking efforts. The 4 year sponsorship period will include the Beijing Olympic Games, the Guangzhou Asian Games in 2010 and the London Olympic Games in 2012. The input-output ratio of such cards will be maximized.

In April of last year, Hongxing Erke Group signed a contract with the Chinese women's 48 kilogram class to become its sponsor.

According to a staff member of Hongxing Erke, Hongxing Erke wanted to put the treasure on China's first gold.

China won 32 gold medals in the last Athens Olympic Games. As host, China won more gold medals.

In such a large number of gold medals, different gold medals must be different for sponsoring enterprises, and the first gold must be more concerned.

Chen Xiexia's 48 kilogram class is the second gold medal item in the Olympic Games. It may hit China's first gold medal.

Women's shooting is the first gold medal in the Olympic Games, sponsored by Lining.

After the match, as Hongxing Erke wishes, after Tully lost the first gold medal, Chen Xiexia became China's first gold medalist in the Olympic Games.

This makes Hongxing Erke happy.

In the prominent position of the company's website, it plays a very striking line: "Xia, raise China's strength."

Hongxing Erke congratulated the Chinese women's weightlifting team for winning the first gold in China by 48 kilograms.

Wu Rongzhao, vice president of the company, also announced to the outside world after the game: "after the Olympics, Chen Xiexia will be the key packaging company."

"As long as enterprises are developing and new products are being launched, communication resources must be constantly updated.

As long as there is a chance, we will actively seek cooperation, especially the Olympic Games at home.

Recently, we have received the recommendation of the relevant intermediary agencies for this year's Olympic champion in China. We are all considering the assessment.

Hou Lidong said.

How can Fujian enterprises choose spokesmen for themselves?

Hou Changwu suggested that enterprises choose Olympic champions or sports stars as spokesmen of enterprises, usually there are 4~5 indicators: for example, whether the athletes' age and personal image are in line with the location of the enterprise; whether the social image is tainted, if so, it will cause damage to the corporate image, just as an artist has a scandal; is the athlete's sports item very concerned, whether the athlete himself is the object of the media's hot pursuit, and to predict the athletic career of the athletes, especially those with serious injuries.

In addition, the purpose of hiring spokesmen is different, and the requirements for spokesmen are different. For example, some enterprises invite spokesmen mainly for the needs of investment promotion, it may consider more the reputation of the spokesperson, and some are to promote the terminal sales needs, then we should consider whether the spokesperson is welcomed by the target consumer groups.

Of course, hiring spokesmen should be "tailored" from the actual development of enterprises. For example, when some brands develop to a certain stage, they may not need to hire spokesmen.

For the sports stars who had signed the contract did not achieve the expected results in the Olympic Games, whether it will affect the endorsement effect and whether to terminate the peace treaty, Hou Changwu said that this should be analyzed in detail, and the key depends on whether he has enough fame.

For example, many brands asked Liu Xiang to endorse, although Liu Xiang had some disputes over the Internet due to injury, but it did not affect his reputation.

For example, many brands invite Chinese women's volleyball coach Chen Zhonghe as spokesperson, not because the women's volleyball team won only the bronze medal, and his fame declined.