Quanzhou Shoe Enterprises Take Advantage Of Capital And Olympic Marketing Is Thrived.
Compared with Adidas, the official Olympic sponsor of Beijing Olympic Games, Anta and Hongxing Erke can only be regarded as "guerrilla forces" in Quanzhou. However, over the past year, the large scale guerrilla team has relied on the power of capital to stir up four wars in the Olympic marketing war by playing the athletes' spokesmen, sponsoring foreign national teams, sponsoring domestic competitions and advertising bombing.
Wind and water rise
Although they can not become the occupants of Olympic resources, there are always some unwilling entrepreneurs in Quanzhou who want to leave their shadows on this battlefield.
Chen Mingyue is one of the entrepreneurs. Chen is the vice-chairman of Kang Tai (Fujian) Sporting Goods Co., Ltd., and is also the main helmsman of the Olympic strategy. In April last year, Chen Mingyue signed a cooperation agreement on behalf of Kang Tai and the Lithuania Olympic Committee, and became an exclusive supplier of sports equipment for Lithuania national sports delegation. According to the agreement between the two sides, the Lithuania Olympic delegation will provide competition clothing, award dress, accessories and corresponding financial sponsorship.
"In the case of being unable to become an Olympic sponsor directly, holding foreign Olympic teams is one of the most cost-effective options for participating in the Olympic Games." Chen Mingyue told reporters that the intention of sponsoring Lithuania is mainly through the cooperation with Lithuania, so that its brand can appear in the Beijing Olympic Games, so as to enhance its influence in China.
According to one industry source, the sponsorship fees of countries such as Iraq and North Korea are between 2 million and 3 million yuan, and Russia's sports power is only about 7 million yuan. Compared with Adidas's 1 billion yuan to buy up the sole sporting goods cooperation rights of the 2008 Beijing Olympic Games, this figure is only rare.
In this "restless" season, in the face of the great opportunities that the Beijing Olympic Games may bring, Quanzhou private enterprises obviously do not want to be silent after the official sponsorship of the Beijing Olympic Games, and the low investment in sponsoring the foreign Olympic delegation has quickly become the first choice for many Quanzhou private enterprises to achieve the goal of entering the Beijing Olympic Games.
Kang Tai is only one of the typical representatives. As far as Kang Tai is concerned, Hongxing Erke has signed the DPRK. After Tajikistan's March, PEAK, Lu You, wild power, XTEP and other enterprises have also launched the Olympic Games delegation, such as Tajikistan and Belarus. At the Beijing Olympic Games, the Olympic teams of 6 countries appeared in the sports arena wearing Quanzhou made sports equipment, thus forming the "Quanzhou Legion" in the Olympic Games.
This is not all. In addition to sponsoring foreign Olympic delegations, smart Quanzhou businessmen are also trying to make their voices heard at the Beijing Olympic Games in various ways. Among them, Anta spent tens of thousands of gold to win dozens of athletes to endorse it. Mingle (China) Co., Ltd. and China weightlifting team formed "Beijing 2008 Olympic Games strategic partner", while Jordan and International Olympic Committee partner Lenovo Group reached cross boundary cooperation in the market promotion and mutual integration of resources. After the cooperation, Jordan and Lenovo's LOGO (logo) side by side in the promotion of the activities and products and products of the two sides, while the precious birds use the video sharing platform to attract a lot of participants.
Although it is not yet possible to figure out how much Quanzhou private enterprises spend on Olympic marketing, it is certain that the collective efforts of Quanzhou private enterprises have ignited four fires in the invisible battlefield of Olympic marketing.
Midway accident
But the Olympic road of Quanzhou private enterprises is not smooth. After sponsoring Lithuania, the trademark board of Lithuania's winter sports apparel was printed with the joint Olympic LOGO of five Olympic rings and Kang Tai sports.
Never thought that a stone stirred up waves. In November last year, media reports suggested that the use of five rings in propaganda by Kang Tai was a cross-border act and violated the territorial jurisdiction principle of the Olympic Charter. The report is about to be pushed to the top of the storm.
"Honestly, until now, I haven't figured out whether it was right or wrong at the beginning, but soon after reporting it, no matter whether it was right or wrong, we removed the five ring logo." Chen Mingyue, who had suffered a change, was the first thing to do after he was accused of violating the rules. "When they talked with the Lithuania Olympic Committee at that time, they told us we could use it."
The result of the final consultation was Chen Ming's disappointment. At that time, it was not only Chen Ming who was about a person, but the Quanzhou enterprises, such as Lu You, wild power and other foreign delegations, were not involved in the storm center. But in the following days, the Olympic rings in the streets of Quanzhou were "missing".
This is just the beginning. In June 3rd this year, the Beijing Olympic Organizing Committee jointly issued the proposal to prevent Olympic Games' Covert market advertising issued jointly by the China Advertising Association. It was proposed that during the period from August 1, 2008 to August 27th, advertisements for athletes, coaches and officials who did not use special Olympic Games to be used as spokesmen for the Olympic Games should be suspended in the media. In July 1st, the Advertising Association of China issued the "industry self-discipline notice" to create a harmonious and orderly Olympic advertising market environment. In July 3rd, the State Administration for Industry and Commerce issued the notice on further building a harmonious and orderly market environment for Olympic advertising. As the Olympic Games are drawing near, the "tightness" of the non sponsors of Kang Tai and other Quanzhou Olympic Games begins to tighten up.
The introduction of this series of regulations has made athletes originally signed by private enterprises in Quanzhou lose their role in TV commercials during the Olympic Games. As the Olympic Games are drawing near, the "tightness" of the non sponsors of Quanzhou Olympic Games is getting tighter and tighter.
Under such a series of changes, Chen Ming changed his mind quickly. "After that, I shifted my focus to sponsorship of sports events, and now it looks good." Chen Mingyue told reporters that at present, Kang Tai's Olympic marketing focus on sponsorship events, mainly through sponsoring several highly concerned events to enhance the exposure frequency of the brand. "The five ring thing is to eat the rules that do not understand the loss. In the sponsorship events, I made a detailed investigation. Now, we sponsor several events, such as women volleyball, table tennis and so on, which are broadcast before the Olympic Games and have a high degree of attention."
In fact, although the ban is getting smaller and stricter, there is no way to wipe out the enthusiasm of the enterprises. According to the reporter's understanding, under a series of prohibitions, most of the enterprises are more cautious in publicity. At the same time, besides traditional sponsorship events and foreign delegations, there are also more diversified Olympic marketing paths such as cooperation with Olympic cheerleaders and Olympic volunteers.
Silence of Olympic Games
With the opening of the Olympic Games, some private enterprises with high exposure to Quanzhou have disappeared. In the 16 day of the Olympic Games, reporters found that before the CCTV has a certain degree of exposure, such as Kang Tai, famous music and other enterprises disappeared.
Obviously, the golden period of the 16 day Olympic marketing is the focus of competition among the big giants, and in the competition, most of the Quanzhou enterprises are obviously not able to do anything. Chen Mingyue believes that advertising during the Olympic Games is not something that can be played by businesses such as Kang Tai. "On the one hand, the cost is too high. On the other hand, the Olympic Games are universal for the domestic market. Apart from the competition among domestic brands, the international brands of various industries have also invested heavily in this period. At this time, the enterprises are not investing enough and the bright spots are not distinctive enough. Finally, they will be overwhelmed by the big waves of brand promotion, and they will not be able to achieve the effect if they spend too much money."
But in the 16 days of the Olympic Games, the quietly silent Quanzhou enterprises did not end their Olympic marketing journey, but instead put their focus on the Olympic Games. "After the Olympic Games, we will continue to increase advertising efforts for several months." Chen Mingyue told reporters that although there will not be too much entanglement during the Olympic Games, the marketing efforts after the Olympic Games will exceed the Olympic Games.
This is a common practice of Quanzhou enterprises. Prior to this, Xu Yang, director of Anta brand management center, said in an interview with reporters that Anta's Olympic marketing is a systematic project. In the whole Olympic strategy, the most important part of the Olympic Games will be the packaging of the athletes after the match.
In addition, many enterprises such as Qi Qi and Jin lake, who did not move much before the Olympic Games, focused their attention on the marketing after the Olympic Games, and the paths they adopted were similar to those of Anta. They all sought the Olympic champions to speak for themselves after the match, so as to achieve the effect of precision strike. In the eyes of the industry, compared with the Olympic Games, it is a bit blind and rampage. After the Olympic Games, the enterprises have a clear goal. If the original investment before the Olympic Games is concentrated on the Olympic Games, the concentrated force will be more precise.
It is noteworthy that, at present, under the influence of the macro environment at home and abroad, the sports brand of Quanzhou has been at the critical point of re shuffling. In this industry background, most Quanzhou private enterprises regard the success or failure of the Olympic marketing strategy as the future trend of enterprises in the industry. Therefore, Quanzhou private enterprises in this round of marketing war, no one dared to neglect, according to this, Quanzhou private enterprises after the Olympic Games marketing, its intensity may be no less than before the Olympic Games.
Risk management highlights
This is a "feast", attracting many companies to spend money on it, only to win an "admission ticket".
This is also a "single timber bridge". Thousands of soldiers and horses are ramping around and being pushed down.
For most private enterprises in Quanzhou, getting tickets at this Olympic feast is just a dream that can not be expected, but they do not want to give up such a chance to make their own brand "bonus points".
As a result, a large number of private enterprises in Quanzhou have adopted guerrilla tactics commonly used to attack: by sponsoring foreign delegations or sports teams to realize their dream of entering the Olympic Games.
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