Liu Xiang Gave Up His Shoes And Sponsors For Injuries.

On the morning of August 18th, the sixth men's 110 meter hurdle race in the Beijing Olympic Games was held in China. Liu Xiang, a Chinese flying man, withdrew from the competition due to injury.

And this decision was made by Liu Xiang when he entered the field of competition and even finished the first start.

Hundreds of millions of Chinese audiences are shocked.

Compared with the overwhelming disappointment of the overwhelming majority of audiences, most of the Olympic sponsors who signed Liu Xiang showed a more tolerant and understanding attitude.

"Today's news is a pity for Liu Xiang himself, and we sympathize with him.

I sincerely wish him a speedy recovery.

He will always be the representative of Chinese elite athletes and will always be a friend of VISA. "

Liu Jie, director of Chinese public relations of VISA international organization, sent a text message to reporters for the first time.

It is understood that since Liu Xiang won the Olympic Games in Athens in 2004, advertisers and invited endorsement companies have been pouring in.

This trend is heating up with the approaching of the Beijing Olympic Games.

Up to now, Liu Xiang has signed more than ten domestic and foreign brands including VISA, Nike, Bank of communications, China Mobile, Amway and other ambassadors.

There are even reports that before 2003, endorsement of Coca-Cola's 350 thousand yuan, to 2007s, said a luxury car brand of 15 million yuan, Liu Xiang advertising value soaring.

Its advertising revenue also increased from 23 million yuan in 2004 to 80 million yuan at present.

However, with Liu Xiang's "injury and retreat" Olympic Games, how to recover the cost of a series of advertising investment will become a new topic for sponsoring enterprises.

"Fortunately, the Chinese track and field team held a news conference for the first time. This relatively pparent and sincere post interpretation played a good role in easing the public mood and maintaining Liu Xiang's public image.

It should be said that if this unexpected incident is not handled well, it is a devastating blow to the image of Liu Xiang. "

Liu Xiang, who does not want to be named, endorsed the person in charge of corporate public relations.

Although some sponsors expressed their understanding of Liu Xiang's withdrawal from the competition for the first time, many enterprises that hoped to win the high-profile brand promotion after Liu Xiang won the competition had to face the adjustment of propaganda strategy.

Prior to this, Nike announced that hurdle spike shoes specially designed and developed for Liu Xiang will debut in men's 110 meter hurdles on 18, behind which is an advertising sponsorship contract between Nike and Nike, which is as high as 4 million yuan.

As of yesterday's press release, the reporter did not contact Nike official spokesman, but insiders said that Liu Xiang quit the competition will not reduce the amount of advertising signed previously, but the next implementation of the plan to modify "inevitable".

In November 2007, AOKANG signed Liu Xiang and invited him to be the Olympic image ambassador in November 2007.

A number of Olympic marketing activities, including the cheer group, started soon.

According to the company plan, the Olympic Games countdown 100 days, AOKANG launched the Liu Xiang quality series shoes, and began in May 1st, for consumers to carry out "AOKANG, to Beijing, watch the Olympic Games, cheer Liu Xiang" terminal promotion activities.

This series of plans will undoubtedly be adjusted with Liu Xiang's withdrawal from the competition.

Luo Hui Rong, director of AOKANG group's brand planning center, said through the Internet media yesterday afternoon that AOKANG had called relevant personnel to discuss countermeasures, and that the marketing plan would be adjusted accordingly.

Experts say that before the Olympic Games began, many commercial sponsorship targets of the sponsoring enterprises have been partially realized.

In July this year, US Dow Jones announced the latest business value list of athletes. Liu Xiang ranked fourth among non American athletes.

According to the Research Report of China Brand Research Institute, AOKANG brand reputation survey increased by 8.63% in 2007 through Olympic marketing.