Jinjiang Shoe Enterprises No Longer Engage In "Recessive Olympic Marketing"

From Beijing

Two months before the opening, in early June, the Beijing Olympic Organizing Committee jointly issued the proposal to guard against the Olympic Games' hidden market advertising behavior.

It is indicated that any advertisement for the Olympic Games athletes, coaches, officials and so on as spokesperson for the Olympic Games from August 1, 2008 to August 27th should be suspended in the media.

Although the cake of Olympic marketing resources is very tempting, there are also traps.

How can we take advantage of the Olympic Games Dongfeng's enterprises to take advantage of the Olympic Games and avoid hidden risks?

    “隱性奧運營銷”遭阻擊

In June 3rd, the Beijing Olympic Organizing Committee jointly issued the proposal on guarding against the Olympic Games' hidden market advertising behavior jointly with the China Advertising Association. The proposal has been strictly stipulated from the advertising control inside the outdoor and Olympic venues during the Olympic Games, and the portrait of the Olympic athletes.

During the period from August 1, 2008 to August 27th, any advertisement that uses the Olympic athletes, coaches and officials without special authorization and approval should be suspended in the media. The use of the Olympic iconic venues should also be authorized by the right holders.

Chen Feng, Vice Minister of the market development department of the twenty-ninth Olympic Games Organizing Committee, said at the press conference that the International Olympic Committee requested that all athletes, coaches and officials should be approved by International Olympic Committee in the Olympic Games. At present, International Olympic Committee has authorized the Beijing Olympic Organizing Committee to do the work of approval.

Before the press conference, the Olympic Organizing Committee repeatedly said that it would block the "recessive Olympic marketing".

During the Olympic torch relay, non Olympic sponsorship companies advertise with torch images, not Olympic Games.

The use of Olympic symbols, or the use of "passion 2008" and "rushes to 2008" and other elements in the advertising campaign, will be prohibited if the media cooperate in Olympic related columns or cooperate with non Olympic cooperative enterprises.

The so-called Olympic hidden market advertising behavior refers to the fact that non Olympic cooperative enterprises establish false or unauthorized contacts with the Olympic Games to gain commercial interests.

To put it simply, some enterprises have misled the public by various means to consider that they have sponsorship or other support relationship with the Olympic Games for commercial purposes.

"The hidden market will damage the legitimate rights and interests of the Olympic cooperative enterprises, greatly discourage their enthusiasm for providing financial support for the Olympic Games, and guard against the hidden market behavior is an important part of maintaining the relevant market operation rights and franchise rights of the Olympic cooperative enterprises."

Chen Feng said.

For those practices that violate the rules of self-regulation or covert market advertising, Peng Ye, a legal service center of the China Advertising Association, said that the China Advertising Association will take the first admonition, second admonition and third times of criticism. Advertisements for suspected advertisements will be dealt with by the State Administration for Industry and commerce.

Wei Kaiyuan, President of the East Ren De advertising company, believes that the "unauthorized and authorized use of the advertising behavior of Beijing Olympic athletes, coaches and officials will be suspended and published". The relevant laws and regulations on the use of the right to portrait will be indirectly coercive to enterprises.

The athletes advertise for non Olympic sponsoring enterprises. In a sense, the Olympic Games are linked to the propaganda enterprises, and the image of the enterprises can be publicize through the brand effect of the Olympic Games and the celebrity effects of athletes.

Therefore, the organizers will prohibit this "rubbing" behavior.

    晉企早有防范

In Jinjiang, the billboards of athletes are everywhere, and there are not a few Jinjiang enterprises that are associated with athletes.

361 degree signed the national badminton team, mingle and national weightlifting team, Fujian trampoline team alliance.

stay

On the an taibelieve.com theme website, 20 km race walker Li Gaobo and Song Hongjuan, as well as Ji Jiansan swordsman Tan Xue, Wang Lei, Zhang Liangliang also appeared.

The official promulgation of "unauthorized Olympic athletes' advertisements will be suspended", which means that during the period from August 1, 2008 to August 27th, the advertising behaviors of athletes, coaches and officials of Beijing Olympic Games without authorization and approval were suspended.

Will these Jinjiang sports brands be associated with athletes?

Reporters learned that most of the Jinjiang enterprises have been prevented.

Xu Yang, director of Anta brand management center, told reporters that the promulgation of unauthorized Olympic athletes' advertisements will not affect them. They have already prepared for it, but it is not easy to disclose at present.

361 degree brand director Lingjun said that there will be appropriate advertising arrangements during the Olympic Games, and details will not be made public.

Mingle sports is a strategic partner of China weightlifting team. At the beginning of this year, it also allied with the Fujian trampoline team.

For this cooperation, Ding Siliang, chairman of mingle sports, admitted that Fujian's trampoline player was the champion of the 2008 Beijing Olympic Games.

Guo Hui, marketing director of mingle (China) Limited, told an interview with our reporter that the company did sign a contract with some of the Olympic athletes and made an advertising film.

"There are more or less losses, but within our expectations."

Speaking of the ban on participating athletes, Guo Hui said.

He said, when the advertising film will be slightly edited and broadcast again.

Deerway

Why does vice president also say that the ban has little effect?

Del Hui joined the Bayi gymnastics team in three years and signed with gymnast Xiao Qin, who has "pony God".

Why bother to disclose that in fact, some of the gymnastic movements in the advertising film are completed by Xiao Qin's teammates.

For the full preparation of Jinjiang enterprises, Wei Kaiyuan said, "the Olympic Games Organizing Committee will put an end to the Olympic Games invisible market behavior, as early as the beginning of this year has been clear, but not officially announced.

Therefore, most enterprises have planned to arrange advertising in this period.

    未必都押寶運動員

In the interview, many "join hands" athletes also thought that although they had the resources of competitors, they did not put athletes in the key position in the company strategy, so they were not affected too much.

Take del Hui as an example, although Xiao Qin joined hands with "pony God", Xiao Qin's promotion of the company is not a "big thing."

"Del Hui" Golden Triangle "includes Jay Chou, Xu Gehui and Xiao Qin this year.

Why bother introducing it.

In his view, the company pays more attention to the cooperation with Phoenix Palace column "hand in hand 2008" and the host Xu Gehui.

Although Xu Gehui is not an athlete, as a host of Olympic Games, he can not ignore the relevance of Olympic Games.

"At that time, we specially consulted the Olympic Organizing Committee. Can we use this column name?

The Olympic Organizing Committee said that although the word "2008" can not be abused, the "2008 hand in hand" as the name of the column can be adopted.

Why bother talking about it.

"Even if athletes are photographed, athletes are not the key to promotion."

Guo Hui also said, "athletes are only a factor in promotion, but it is not the most important factor. There are more forms of appeal for the brand spirit."

In addition, many enterprises such as del Hui also said that because of the high cost of promotion during the Olympic Games and during the Olympic Games, they put the highlight of this year's promotion plan behind the Olympics.

This happened to avoid the period when the OCOG's ban was focused on "prevention".