Take The Olympic Express.

The footsteps of time will pass by 2007, and 2008 is beckoning to us. "Olympic Games" is increasingly becoming a high-frequency word that affects people's complex. And entrepreneurs with sensitive market smell will naturally rush to seize the Olympic express.

In December 11th, Ma Yanhong, who won the Olympic gymnastics champion, became the special ambassador of AOKANG Olympic dream action, helping AOKANG group's Olympic champions dream activities.

Since May this year, AOKANG has set up the Olympic Dream Fund, which has helped Yangling, Gao Min, Tian Liang, Wang Junxia and other Olympic champions to realize the public welfare dream of the children's rehabilitation ward, the sports support scholarship and the love ward in poor areas.

It is reported that just half a month ago, Liu Xiang also joined hands with AOKANG group to push its Olympic marketing activities to a climax.

Such intensive Olympic marketing activities demonstrate the determination and efforts of AOKANG group as a leading Chinese footwear industry to set up high-end international brands.

In 2000 Sydney Olympic Games, AOKANG sponsored 10000 pairs of leather shoes.

In 2004 Athens Olympic Games, AOKANG set up a "cheer group" to organize hundreds of people to come to the scene to cheer for Chinese athletes.

In March 22, 2007, in the fierce competition between the big enterprises around the 2008 Beijing Olympic Games, AOKANG was lucky to get the last ticket. It became a supplier of leather products for Beijing Olympic Games in 2008, and officially boarded the Olympic express.

Experts point out that the business value of an enterprise is reflected not only in the sales volume of the market, but also in the public's recognition of the intrinsic value of the brand, and the Olympic Games is undoubtedly one of the most perfect platforms for demonstrating the intrinsic value of the brand.

The power of Olympic marketing express to drive enterprises forward is enormous.

After 20 years of sponsoring the Olympic Games, Samsung, which officially became an official sponsor of the Olympic Games in 1998, has begun to go abroad to grow into a global enterprise.

Taking the Olympic Games as a platform, Samsung has got rid of its low-end image and ranks among the international brands.

According to Interbrand's data, Samsung's brand value was $3 billion 100 million in 1999 and reached $16 billion 200 million by 2006.

Therefore, taking the Olympic Games as the fulcrum of internationalization becomes the common choice of many enterprises.

The cost and expectation of AOKANG in Olympic marketing is neither accidental nor unique. It represents a large number of enterprises in China that need to take advantage of the Olympic Games to realize the internationalization of brands.

What is even more gratifying is that we see that some enterprises are playing a good role in marketing Olympic Games, and have a deeper thinking on how to take the road of internationalization.

As Wang Zhentao, chairman of AOKANG group, said, the Olympic express is not a through train for internationalized enterprises.

Sponsoring the Olympic Games is not just to promote the brand image by promoting the Olympic Games. Instead, it aims to achieve four integrations of corporate culture, brand core value, technological innovation and brand marketing with the help of Olympic sponsorship, and then achieve the upgrading of the overall strength of enterprises. This is the long-term layout of AOKANG.

It is understood that AOKANG has established five sales centers in Japan, the United States, Russia, Italy and Spain, and has set up shoe design centers in Milan.

The research of China Samsung Economic Research Institute has proved the correctness of the above judgments.

According to their research and analysis, Korean enterprises did not get rapid development immediately after the Seoul Olympic Games.

Samsung wasn't officially a sponsor in 1988.

Before and after 1998, Samsung's popularity in the US market was not very high until 10 years after the end of the Olympic Games.

That is to say, the Olympic Games bring about the internationalization of enterprises. It is only a possibility. To truly become an international enterprise, it must also have internal competitiveness.

Olympic marketing activities can help Chinese enterprises to effectively utilize the fashionable culture of the Olympic Games and promote the popularity of design and products with Chinese characteristics. The Beijing Olympic Games can be vigorously reported by domestic and foreign media, effectively promoting domestic brands, but this is just the beginning of entering the international market.

Internationalization first is the product going out, followed by the product marketing network going out, then the brand going out, and finally the whole national craft go out.

Chinese enterprises trudging on the road of internationalization are not lack of awareness of opportunities at present, but need to further expand their ability to seize opportunities.

In the warm winter at the end of 2007, the great curtain of Olympic marketing has just opened. Let's bless the Chinese enterprises that hope to "deepen the Olympic Games" and make a good journey.