China Makes Money For Olympic Marketing

At the end of 2005, he went to Beijing alone. As the chairman of Zhejiang Mona knitted socks Co. Ltd., he was very mysterious in this trip. More than 10 thousand people in the whole company did not know his whereabouts in Beijing.

In fact, Zong Gu Yin did not have the bottom of his mind, because he wanted to win the qualification of sole supplier of socks in 2008 Beijing Olympic Games.

From past Olympic Games, this is almost impossible to accomplish because socks have never been sponsored by sponsors alone.

As a partner of Beijing's 2008 Olympic Games, Adidas has provided sports equipment including socks, and it seems that there is no sponsoring space for socks enterprises.

"Lao Zong has shown a strong desire for brand, which is the motive force that he repeatedly found us and asked to sponsor the Olympic Games."

An Olympic Organizing Committee official recalls that Mune Akane's simple but urgent brand consciousness impressed him deeply.

Although the first contact with the Beijing Olympic Organizing Committee has not had any result, Zong Gu Yin is unwilling to give up, and continues to express his urgent mood to the Olympic Organizing Committee.

Sotani Ochiro's persistence finally came to a good chance.

The commercialization of the 2008 Olympic Games in Beijing is "do not do the most expensive Olympics in history, break even with a slight surplus."

Under such a concept, the Olympic Organizing Committee's operation method is to make the budget of the Olympic project expenditure first, and then invite the investment according to the overall situation of the budget, and win the bid by the highest bid enterprise.

At that time, due to the gap between the expenditure budget and income, the Beijing Olympic Organizing Committee and Adidas negotiated the exclusive supplier of socks to separate it for bidding.

At that time, there were seven or eight enterprises for exclusive supplier of competitive socks products, and Mune Akane invested 5 million dollars in the first place.

In accordance with the usual practice of 2~4 times for Olympic sponsorship, in addition to the sponsorship fee of $5 million, the marketing budget of Mona for the Olympic Games in the next two years will be around 100 million yuan.

Mona's sales last year were 1 billion yuan, and Mune Akane took out about 1/10 of sales revenue into the Olympic marketing.

In the shopping mall, the retail price of Mona socks is usually 10 yuan a pair, that is to say, the 100 million yuan invested by Mona in the Olympic Games is equivalent to 10 million pairs of socks sold.

Not only is Meng Na, BEIFA, Li Bai, Vatti, AOKANG and other manufacturing enterprises are on the list in the list of exclusive sponsors and suppliers of Beijing 2008 Olympic Games.

These companies, which have been in the manufacturing industry for many years, know how thin the profits they make in a globalized market and how thick their profits are.

"Now that the money has gone out, if we can't get it back, then we all have to go to the river together!" Zong Guyin said at a staff meeting of the company.

What is the reason why Mona, who has gone through 13 years of manufacturing, is desperate to gamble on the Olympics? Will such determination and handwriting be able to get enough good returns in Olympic marketing?

The establishment of influential brands by the 2008 Olympic Games may be an expensive starting point for Chinese manufacturing enterprises.

Brand building is a long-term process. Regardless of whether the Olympic marketing is successful or not, it will be the beginning of a new journey for Chinese manufacturing enterprises with long term core competitiveness at low cost.

Mona Hao gambles Olympic marketing

Mona, who has struggled for many years in the manufacturing industry, has paid much attention to Olympic marketing. Can this make her brand dream come true?

At the end of 2005, after winning the exclusive sponsorship qualification of Beijing 2008 Olympic socks products, everyone in the company said happily that Mona had a big thing and was still in secrecy.

"My uncle and Dad were both on business, and I signed the agreement."

Zong Keping, assistant director of Mona recalled.

In March 1st last year, Mona's "happy event" was finally announced.

Zong Gu Yin has wrapped more than 200 rooms in Beijing Hotel, and invited over 400 guests, including 100 suppliers and more than 100 channels, to participate in the signing ceremony of Mona's exclusive Olympic socks supplier.

On that day, for the family of Zong Gu Yin and Zong Chengying's family, it was also a day of great joy. The two families came out together, and some relatives were delighted to receive guests at the Beijing Hotel.

For Yiwu, it is also a happy event, because Mona is the only local supplier of Olympic products exclusive supplier.

Wu Yurong, the mayor of Yiwu and Secretary of the municipal Party committee, arrived in Beijing to support Mona.

"The signing ceremony ended at 10 o'clock. At 12 noon, we watched TV, and CCTV's" news 30 points "had been broadcast.

Zong Keping said.

Mona became famous from that day.

"Nobody used to know Mona, now no one doesn't know Mona."

Mune Akane said.

Manufacturing ceilings

Before becoming famous for sponsoring the Olympic Games, Mona made socks in Yiwu for more than 10 years. It is already the largest supplier of socks in the United States, occupying 15% of the domestic exports of socks, and this year's export sales are estimated at $90 million.

But if we continue to ignore brand specializing in manufacturing, this seems to be the ceiling of Mona.

Compared with the magnificent and world-famous Yiwu International Trade City, Yiwu's knitting market looks stale and old, surrounded by some low level bungalows and mottled shop fronts. In fact, it is the birthplace of Yiwu's small commodity wholesale market.

The entrance of the knitting market is Mona's store. Diagonal opposite is the store of the company. In the market, the banner of Zhen Han socks is printed on the market with Louis Koo's head.

Prominently, Yiwu's famous brand of socks industry appeared together.

The store of Mona is not bright, the corner is stacked with goods, the street glass windows are covered with dust, but compared with those shabby stalls in the stockings wholesale market hall, such stores are luxurious, and each of them is covered with colorful red signboards of "the sole supplier of socks for Beijing 2008 Olympic Games".

A middle-aged man hurried in and lowered his voice to the person in charge of the shop. He said that he was in the office of the Yiwu municipal government. Could he buy some socks for the guests in the city at wholesale price? In Yiwu, Mona and La Sha's socks had exquisite gift boxes, which was also a gift without cost.

"Compared with socks without brands, our socks sell at an average price of more than 30%."

Zong Keping said.

Zong Keping, who was born in 1980s, returned from studying in England. Soon after his father Zong Chengying and uncle Zong Gu Yin founded Meng Na, he became a large manufacturer of socks from trade. He once stood out in more than 1000 similar enterprises with high quality and large scale manufacturing capability.

In 1994, Zong Gu Yin and his cousin Zong Chengying, who was doing lace business in Shantou, invested $2 million 300 thousand in Yiwu, and introduced 78 sets of Italy's Rona real estate hosiery machine, and set up a small socks production enterprise.

Zong Keping said that his parents were very fortunate that they first built socks factories in Yiwu and had their own products. Otherwise, they will still be able to make bigger enterprises today than they can buy and sell in Yiwu.

Indeed, the cost of investing in factories is also high. "In 2000, we bought more than 200 mu of land to expand the scale of production. At that time, the price was about 100000 yuan, and now the valuation is more than about 1000000 yuan."

Zong Keping said, "the land of Yiwu has been lost."

Pointing to a real estate project behind the Mona Park, Zong Keping told reporters that real estate in Yiwu has been heating up in recent years due to the continuous influx of foreign population.

Mona has recently had to expand in the field and invest more than 800 million yuan in Jinhua to establish new stockings and seamless underwear production plants.

The 42 year old Zong Gu Yin has two sons. His eldest son is currently studying in the United States, and his youngest son is still very young, studying in a noble school in Shanghai.

Compared with uneducated parents, Zong Keping returned from studying in London Business School and brought some new ideas and management into the enterprise.

At present, Mona has 6 production lines, each production line is a workshop, and there are about more than 800 stocking equipment.

In the past, after the order came, the planning department arranged the plan according to the delivery date of the order, and then assigned it to each factory.

Since the beginning of the year, Mona has conducted an independent internal accounting of his 6 factories, that is, the director of each factory should be responsible for the efficiency of the production line, the quality of the products and the degree of the loss of workers.

When the order comes, 6 factories compete together, and whoever can get the lowest price will get the order.

In order to save costs, raw materials are still purchased by Mona, and sold to each factory at the price.

In order to avoid the exclusive possession of certain equipment in a factory, Mona will have the same equipment arranged on at least two production lines.

For the factory director, the responsibility of independent accounting is greater. Not only must we take orders at competitive prices, but also take account of the quality and intensity of work, and the wages of workers, so as to avoid the loss of workers.

Mona conducts a cross examination every month, and takes quarterly and yearly assessment as a bonus amount for the director.

The production line is also proud of Mona.

A pair of ordinary cotton socks, stocking technology at least 10 more, Mona straightened the entire production line, so that all production processes of socks are completed on the first floor. Unlike other hosiery enterprises, the production process is decomposed into several floors. The first few processes are on the first floor, and the latter flows to the two floor. The entire production line needs to run downstairs and downstairs several times.

In Mona's workshop, a pair of socks from textile to sewing head, every pass has special quality inspectors.

A workshop manager picked up a pair of socks, pointing to the seam above, told reporters that when Mona's socks were sewn, each seam was aligned, and it was comfortable to wear on the feet, not because of the uneven joints.

Zong Keping introduced Mona's research on the material and technology of socks, such as the stocking roling, the rubber band material is widely used at present, but it is very pliant. Mona uses a double bag spandex, its elasticity is not as big as the rubber band, but it still has elasticity, so that the socks can wrap the ankles without the marks.

"The rubber band sells for 1 yuan, thirty yuan, the double package spandex 1 kilograms sells 60 yuan, although the cost has gone up, but we think the quality is more important."

The key to the problem is that high quality does not necessarily cost a high price.

This is almost the consensus of all Chinese enterprises in the manufacturing industry.

Mona exported to the United States socks is 5 dollars a dozen (12 pairs), those without brand socks export price is 3 dollars a dozen, compared with them, this is pretty good.

But such socks are 6 dollars a pair in the European and American markets, and it has always been clear to people OEM's Zong Gu Yin that such a high profit has fallen into the hands of anyone. That's why he must grasp the marketing opportunity of the Olympic Games.

Brand short board

Like other manufacturing enterprises, the cost of Mona is increasing year by year.

Although Mona took the lead in manufacturing more than 10 years ago, but now the price of land is rising and the price of raw materials is rising.

There are 12 thousand employees in Mona, the average monthly salary of front-line workers is around 1500 yuan, and the monthly income of top workers can reach 3000 yuan.

However, Mona's socks exported to the United States are only 5 dollars a dozen (12 pairs). How many pairs of socks do we need to sell to earn more money?

There are many uncertainties in the foreign market. Since 2004, the policy of textile exports has changed frequently. Although the textile quota of the European Union has been cancelled, one of the main overseas markets of Mona is still implementing the quota system.

In the domestic market, the great effect brought by the brand operation of the same company as Yiwu's sangsha also makes the sanggu sound feel anxious.

The double pressure brought by the two markets forced him to find a breakthrough.

He has a strong heart to make a brand and a strong influence brand.

For lack of systematic planning and mature operation methods, Mona has not been able to run over the brand for many years.

In the mid 90s of the last century, Mona and La Sha were almost at the same time advertising 30 points in CCTV's news, and they fought hand in hand in the popular advertising session of every Monday song.

Since then, he has adopted "not only attract" advertising words, and has been used so far. Whether it is advertising originality or overall planning, then she showed strong brand operation ability.

Earlier, Mona had invited.