Olympic Games Marketing Strategy For Footwear Enterprises

The opening of the 2008 Beijing Olympic Games has now entered a period of intense sprint.

With the coming of the Olympic Games, competition among all trades and professions is becoming increasingly fierce.

The modern Olympic Games have not been a simple sports event. Its significance to the economic growth of the host country and its promotion to the industry are extensive and far-reaching.

For the footwear industry, the Olympic Games are a huge business opportunity.

Shoe companies at home and abroad are showing new ways to maximize their market share and enhance their brand.

In July 1st, the Chinese Advertising Association issued a notice: during the from August 1st to 27th Olympic Games, non Olympic sponsors endorsed the athletes, coaches and officials who participated in the Olympic Games, but were not authorized by the Beijing Olympic Organizing Committee. They could not be broadcast in the media.

Peng Ying, the legal service center of China Advertising Association, said that from July 1st, they would supervise the advertising agencies during the Olympic Games according to the sponsors list. If they found unapproved advertisements for non Olympic sponsors, they would admonish and criticize them. If the circumstances were serious, they would be submitted to the state Administration for Industry and Commerce for screening.

As early as June 3rd, the Beijing Olympic Organizing Committee and the China Advertising Association jointly issued a proposal to prevent advertisements in the Olympic Games hidden market, calling on the national advertising industry to "not mislead others to think that there is a certain relationship between the enterprise and the Olympic Games" in advocacy of non Olympic sponsoring Enterprises.

The "advertising ban" has aroused strong concern from all walks of life.

This means that during the Olympic Games, non Olympic sponsors spend too much money to invite sports stars and teams to shoot advertisements which are embarrassed to be published in public.

In addition to some of the non Olympic sponsors who have obtained special authorization from the Beijing Olympic Organizing Committee, such as Nike, who is lucky to be granted the sports equipment and the special members of the Federation of international sports industry, most of the advertisers in the industry are "unable to escape".

It is reported that Cadillac car Liu Xiang only endorsement fee of up to 15 million yuan advertising, during the Olympic Games may not be able to broadcast publicly.

Recently, the law enforcement officers of a city's Bureau of industry and Commerce and Shimonoseki industrial and commercial bureau discovered in a shoe town of Xiaguan District, Nanjing, that "famous music" sports shoes were suspected to infringe the exclusive rights of the Olympic logo.

Law enforcement officials saw that the "brand new sports shoes" on the tag were marked "mingle sports", the Olympic rings, "Beijing 2008 Olympic Games China weightlifting team strategic partners" and so on.

"Famous music" has been restricted by advertisements of relevant departments.

From this we can get the warning: Although the Olympic business opportunities attract, the "Olympic express" can not be arbitrarily mixed up. The shoe enterprises should start from reason and pay attention to marketing strategies. Under the premise of obeying the law and discipline, they can take the unusual Olympic marketing mode.

"Curve into Olympic" catch the marketing Express

As the sole partner of the sporting goods industry in Beijing Olympic Games, Adidas has a strong advantage over other sports brands.

At least, its advertising campaign during the Olympic Games is "right and proper". It has a monopoly in the case of advertising ban for non Olympic sponsors.

As the world's first sports brand, Nike did not give up its efforts because of its failure to bid with Olympic partners. Instead, it actively contacted the Beijing Olympic Organizing Committee and finally obtained special authorization.

For Olympic marketing, the strategy of Nike and Adidas in Olympic Games is the opposite.

Nike likes to choose all kinds of athletes and sports teams; Adidas tends to directly hold hands.

Nike is good at finding out the difference between Adidas and herself.

While Nike and Adidas were targeting Chinese sports stars, local sports brands such as Lining and Anta focused their attention on foreign markets.

Lining signed a sponsorship contract with stars such as NBA O'neal to popularize several basketball shoes such as "flying armor", "controlling handsome" and "SHAQ".

Not only that, at the 2008 Beijing Olympic Games, the Spanish men's basketball team and the Sultan national track and field team will appear in the Lining arena.

Hongxing Erke, Lu You and Kang Tai in Southern Fujian are also "new ways" to sponsor the Olympic teams of North Korea, Tajikistan and Lithuania, and take the Olympic express.

XTEP has also established a partnership with the Belarus national team to provide the competition service with a marketing investment plan of 200 million yuan.

Anta is also stepping up the construction of the Olympic flagship store in the Olympic year.

Ding Zhizhong, President of Anta (China) Co., Ltd. recently revealed that in addition to launching the theme of "08 wait for me" on brand promotion, the Olympic product and Olympic passage strategy were also introduced.

It is reported that this year's 361 degree will follow the plan of last year, find and open up a new core area in the domestic market, invest 500 million yuan to increase the "Star Store" construction process.

It is said that this will be the largest amount of investment in the terminal.

"Post Olympic marketing" to avoid fierce competition

According to the special assistant to the president of del Hui sporting goods Co., Ltd., why is it that the Olympic Games are universal for the domestic market? Apart from domestic brands competing for themselves, the international brands of various industries have invested heavily in this period. The investment of the enterprises at this time is not big enough and bright points are not distinctive enough. In the end, it will inevitably be overwhelmed by the big waves of brand promotion, and it will not be effective if they spend a lot of money.

The Olympic Games are a worldwide sporting event with great business opportunities and temptations.

In particular, for non Olympic sponsors, it is better to deal with the blind investment in the Olympic games than to go with the crowd before the Olympic Games. Instead of avoiding the summit, we should use the valuable funds and resources in the differentiated competition during the "advertising ban" Olympic Games, and deploy the marketing strategy after the Olympic Games.

In fact, the heat provided by the Olympic Games to the market is only a short period. However, the market is long-term. Enterprises need Olympic marketing, and they need rational thinking based on cost.

A marketing expert thinks that it will be more accurate and effective to find another spokesperson after the Olympic Games, and there will be more articles to do.

In short, when the Olympic Games are coming, it is precisely when shoe companies compete with each other and when they fight hard to fight, the world shoe industry is changing and the survival of the fittest. Shoes enterprises are competing for the big cake of Beijing Olympic Games. At the same time, we should see the risks. We can take steps such as "curve entry into Olympic Games" and "Post Olympic marketing" to improve the income of the shoe enterprises in the Olympic Games.