Quanzhou Shoe Enterprises Take Advantage Of Capital And Olympic Marketing Is Thrived.

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.

According to the agreement between the two sides, the Lithuania Olympic delegation will provide competition clothing, award dress, accessories and corresponding financial sponsorship.

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.

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.

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.

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.

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.

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.

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."

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.

"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."

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.

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.

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."

"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.

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 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.

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.