The Loss Of The Sponsors Of Shoe Companies And The Speed Of Victory

Losing the gold medal, the athletes are distressed, and the sponsors are even more distressed.

The failure of the sponsors is like the voice of Zixia in the big talk Westward Journey: "...

I guessed the front, but I couldn't guess the outcome. "

Although they share common aspirations, they have varying degrees of bitterness.

    勝利的首金贊助商

In March 2007, while SKYWORTH was interested in sponsoring the Chinese shooting team, Hongxing Erke was also thinking about how to get close to the first gold medal.

In the end, Hongxing Erke locked the weightlifting project.

In August 9th, less than an hour after Tully lost his first gold medal, Chen Xiexia, China's weightlifting team, won the first gold in China.

Hongxing Erke, the sponsor, also posted a slogan on the shop for the first time: "Xia, raise the Chinese strength."

In August 14th, reporters learned from Tan Qibing, manager of Hongxing Erke brand promotion department, Hongxing Erke is arranging the marketing plan after the Olympic Games.

On the evening of August 13th, Hongxing Erke gathered in Xiamen to hold a mobilization meeting for marketing after the Olympic Games.

Just as Hongxing Erke was immersed in happiness, Anta published a full page advertisement in the media for women's weightlifting 48 kilograms.

A woman in a red dress holds the barbell. The red character on the left side of the advertisement is called "the champion's backbone is made in China". Under these fonts is a small font size "48 weightlifting in China", on the right is Anta sports Logo.

What is even more surprising is that the weightlifter in Anta's advertisement is somewhat similar to the real first gold winner Chen Xiexia, and also enhances the advertising effect.

Although Ren Xin Zhao, general manager of public relations of Anta (China) Limited, insisted on the "China Times" reporter that this is not a "edge ball" marketing, but it is difficult to conceal its failure.

    失意的阿迪達斯

Who was the loser at the Beijing Olympics?

The answer is Adidas.

In China, the German company, which has been lagging behind the US Nike, hopes to end the role of a catch-up in 2008.

After spending a lot of money to become a Beijing Olympic cooperative partner, it was unable to control the situation.

They were surprised to find that the position of $80 million was still unable to contain Nike's "sneak attack".

I could not help but watch the sly Nike standing in front of the world media, grabbing the limelight.

In the struggle for sponsorship of the 2008 Beijing Olympic Games, Adidas squeezed out its local brand Lining for $80 million.

Lining rushed into the studio of CCTV sports channel.

Adidas went on to win the chase and killed the studio.

Eventually, Lining withdrew again.

At the same time, Nike, who watched the fire, launched a "sneak attack" on Adidas.

While Adidas invested all its energy in striving for the qualification of its partners, Nike signed an agreement with the 22 Chinese sports teams to provide their match costumes and sports shoes.

At the Beijing Olympic Games, the team sponsored by Nike was higher than the total sponsorship of 4 sporting goods providers such as Adidas and Lining, and also had many top athletes spokesmen, including Federer, Kobe Bryant, Lebron James, Liu Xiang and Yao Ming.

This can not help Adidas anxiety. It paid 80 million dollars for the title of "Beijing Olympic cooperation partner". At the Beijing Olympic Games, 22 of the 28 major Chinese teams will compete in the sportswear and sports shoes with Nike logo and will be broadcast frequently on television.

If we say that the scene of "wearing Nike matches and wearing Adidas awards" is a little dissatisfied with Adidas, then the Adidas's bet on the failure of the Olympic Star strategy is even more lament.

In November 30, 2007, Bai Wenkang, the managing director of Adidas Greater China, launched the 2008 Olympic Plan for two years in the gate city of Yongding. "Together 2008 is impossible."

This is the largest marketing campaign launched in single market in Adidas history, even more than two years ago in the German World Cup.

This advertisement is based on the ambition of Adidas and Nike to fight the Chinese market. Bai Wen Kang was so excited that he claimed to surprise Nike.

Since then, advertisements with "2008 impossible things" have appeared frequently in major media, bus stops and subways.

In the blockbuster advertisements of Hollywood, Feng Kun, Zhao Ruirui, Hu Jia, Sui Feifei and Zheng Zhi perform the wonderful action under the Chinese solidarity strength.

The perfect advertisement is hard to hide.

Hu Jia, Sui Feifei's injury, the Chinese football's failure, the star strategy of Adidas's initial battle is not enough.

Betting repeatedly failed to make Adidas a complete disappointment, while Nike had to rain and wind.

The situation of Adidas and Nike is skillfully described as China's card game - "landlords".

Adidas is "landlord", Nike has got a good card.

In addition, Lining, who was squeezed by Adidas, appeared in the other way.

Lining took the sponsorship of Olympic shooting match, shooting, diving, gymnastics and table tennis team in one fell swoop.

In addition, Lining also sponsored Sweden and Spain two Olympic delegations, as well as Sultan national track and field team, Argentina national basketball team and so on.

All these foreign athletes are wearing Lining sports clothes and award suits to appear on the Olympic Games.

In particular, Lining, the founder of the Li Ning Co, lit the Olympic torch as an athlete, so that the brand of Lining was publicized.