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Olympic Marketing For Non Sponsors

2008/8/9 10:49:00 41769

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"China Economic Weekly" reporter Zhang Wei sun ice intern reporter Li Chi / Beijing Report

On TV, KFC is hawking the wings of victory. Li Yongbo, the coach of China badminton team, said he "believes in the power of China (toothpaste)". Suning Appliance "cheers for China" and Wang Lao Ji "bless Beijing".

Although there are no words and direct relations with the 2008 Beijing Olympic Games, can you say it doesn't matter?

The famous advertiser Ye Maozhong said well: many consumers do not know who sponsored the Olympic Games, but just feel who sponsored the Olympic Games.

For many non Olympic cooperative enterprises, this is the feeling or illusion.

Thus, there is "the Olympic Games edge ball committee" (referred to as the Olympic Committee) and its related business marketing.

Facing the high cost of sponsorship and limited quota, many enterprises can only stay outside the threshold of Olympic cooperation.

But in the face of the huge Olympic business opportunities, no one can stay away from it.

The classic case of Samsung's return to the Olympic Games sponsored by Samsung Electronics makes many enterprises "blood and heart".

Sponsoring the Olympic Games may be the glory and dream of many enterprises, and the "Olympics" is also a dream of many non Olympic cooperative enterprises. Even hawkers who offer paid photography services to some scenic spots in Beijing will print the logo of the Beijing Olympic Games on the photos.

In the face of the Olympic Games' specific and strict regulations on the protection of intellectual property rights, many people have been searching for a proper and proper marketing method.

As in the sketch of CCTV's Spring Festival Gala in 1990, Chen Peisi said to Zhu Shimao, "you can handle me, who do you still want to see?"

An insider described his relationship with Olympic cooperative enterprises.

According to the regulations of the Beijing Olympic Organizing Committee and the China Advertising Association, from July 11th to September 17th, the Beijing Paralympic Games will be concluded, and Beijing will conduct advertising control over the main areas, airports, stations, and the surrounding areas of the Olympic venues.

Any non Olympic cooperative enterprise shall not use Olympic symbols or related elements in advertising. The media shall not cooperate with non Olympic cooperative enterprises in setting up Olympic related columns, and without authorization, advertisements for the athletes of the Olympic Games, coaches, officials and other image endorsers shall be suspended, and the relevant media shall be suspended.

The officials of the market development department of the Beijing Olympic Organizing Committee said that preventing hidden market activities is not only a need to safeguard the legitimate rights and interests of the Olympic cooperative enterprises, but also a commitment made by us in a series of contracts signed with International Olympic Committee. It is also one of the important signs of the successful Beijing Olympic Games in 2008.

Lining:

　　有智慧，就能贏

Zhang Zhiyong, Li Ning Co's CEO, still has a clear memory of the fact that employees were crying when they learned that Lining had lost the Olympic sponsor's qualification.

After all, since 1992, Chinese athletes have been wearing "Lining" on the podium in the past four Olympic Games.

But in 2008, at the Beijing Olympic Games at home, the world sporting goods giant Adidas (ADIDAS) from Germany will be witnessing the glorious moment.

　　“花小錢、辦大事”

In order to become a sponsor of Beijing Olympic Games, Adidas Hao is said to have thrown 80 million dollars, which is only higher than the annual market cost of "small company" Lining, let alone Adidas's follow-up investment for its Olympic promotion. The new Adidas store in Sanlitun, Beijing, only cost 80 million dollars.

Zhang Zhiyong is very clear about Lining's position. "Adidas is an international company. Its Olympic marketing can be promoted in the global market. In fact, this investment is also cost-effective.

But Lining is still mainly promoted in China's domestic market and can't afford that cost. "

Zhang Zhiyong said.

"We need to be smart enough to do things."

Zhang Zhiyong is more clear about how Lining should realize his Olympic dream.

During the implementation of the Olympic strategy, Lining adopted many "roundabout" tactics, played a lot of tricks to win the game, did not sponsor the whole event or sports team, but sponsored reporters, presenters or athletes. If he could not become an Olympic sponsor, he would work with the CCTV Olympic Channel (CCTV5); he would not be able to sponsor the Chinese Olympic team to sponsor the foreign Olympic team.

Zhang Zhiyong called it "spending money and doing big things".

　　“搶占”奧運頻道“眼球”

At the end of 2006, Lining reached an agreement with the CCTV Olympic Channel. From January 1, 2007 to December 31, 2008, he provided Lining's costumes, shoes and accessories for all the CCTV Olympic Channel's events and events, including the host of all the events broadcast in the Beijing Olympic Games.

This clever move is enjoyed by many professionals. After all, the overwhelming majority of the audience is watching the Olympic Games on TV. The Olympic Channel has naturally become the focus of attention.

Although according to the latest regulations of the OCOG, some cooperation between Lining and the Olympic Channel needs to be suspended during the Olympic Games, but Lining's wisdom has been recognized by the market and consumers.

In addition, let Lining proud of that, Lining has signed gymnastics, shooting, table tennis and diving four Chinese sports teams, their athletes will wear Lining robes to win glory for the country.

These four sports teams are indeed the "dream team" of China, and also the most watched sports teams of Chinese audiences at all previous Olympic Games.

At the same time, with limited marketing funds, Lining also created a bright and brilliant "Lining international delegation of Beijing Olympic Games", including Sweden Olympic team, Argentina basketball team, Spain basketball team, Sultan track and field team, Ethiopia Olympic champion and so on. They will all wear Lining's robe in the 2008 Olympic games.

The four top basketball teams in the world, Argentina, the United States, Spain and Greece, have signed two Lining. They don't know if there will be a basketball Olympic champion in the Lining robes in the Olympic Games.

　　編入案例庫的“經典營銷”

At the end of last year, Lining had released the Olympic strategy with "hero" as the theme, and carried out the three major plans of "heroic team", "hero gesture" and "hero return", and more specific implementation is being carried out step by step.

This Olympic strategy not only focuses on Olympic events, but also extends to the Olympic Games, and more importantly, Lining will combine with public welfare to fully reflect the company's values and social responsibilities.

Last year, the story of the development of local enterprises Lining and how to face the Olympic business opportunities were also written as management cases, compiled into the case library of Harvard University business school, and became one of the classic marketing cases.

"The development story of a Chinese national brand can be selected as a case, especially the textbook of Harvard Business School, which is very proud."

Professor Wang Gao, School of economics and management, Tsinghua University said.

Wang Gao believes that as a complete local brand and private enterprise, how to grow rapidly in the rapid development of China's economy, how to face the great challenges of international enterprises and the cruel global competition, and how to face the opportunities and challenges brought by the Olympic Games are very representative. The experience of Lining is of great reference value and thinking significance.

Today:

　　“開發后奧運市場”

"We are not Olympic sponsorship companies. We have no special Olympic marketing strategy."

I remember the first time when I talked with Yu Xianhao, director of marketing of the Olympic Games company, he answered quietly.

The calm of Yu Xianhao and today's wheat Lang makes it difficult for you to connect it with the identity of the important planners of Mengniu and super girl's "perfect storm" and the current hot Olympic marketing atmosphere.

　　“我們做奧運贊助不劃算”

In Yu Xianhao's view, the sponsorship of the Olympic Games, considering the sponsorship fees and the overall sponsors, has limited effect on the promotion of the brand.

"First, our products are hard to find through the connection points advertised by the Olympic Games. Instant noodles are consumer goods of the people's livelihood and are purely food products. From the operation point of view, besides the ethnic complex of the brands, the products themselves are rather difficult to play. Second, from the qualification and background of all the Olympic sponsors, the profits of instant noodles are relatively thin, so it is difficult for us to invest in relatively large costs.

To unite as Olympic sponsors has its own consideration. "

According to Yu Xianhao, he and the sponsor of the Beijing Olympic Games in 2008 proposed a unified proposal to cooperate on instant noodles and make some Olympic products. "We will make them to advertise, but their attitude is not obvious enough to give up."

Finding a proper way to marketing has become a matter of thought by Yu Xianhao and today.

In December 2006, the official signing of today's training office with the State Sports General Administration, became a special supplier of all the athletes' "special instant noodle and flour".

From January 1, 2007 onwards, all the athletes' instant noodles and flour and noodle during the competition and training will be provided by today's wheat.

"Athletes eat our noodle during training.

The cost is 3 to four or five million years, "Yu Xianhao told China Economic Weekly.

"I think local enterprises spend a lot of money on Olympic sponsorship business, which is not worth it, and is not much help to the market.

For the national market, the Olympic Games are relatively limited and regional.

Unified sponsorship has little impact on the overall market, including what we should do with our Master Kang.

　　“要做奧運后營銷”

Because most of the Olympic sponsorship enterprises are large international enterprises and large state-owned enterprises in China, Yu Xianhao believes that marketing is difficult before the Olympic Games and during the Olympic Games.

"Many enterprises' Olympic marketing is a matter of retreat. It is done from the brand reputation, and has not been integrated marketing. It operates purely on the basis of news public relations and media propaganda. It operates only on the shallow level. It is only spread over the brand, but not at the market operation level. The difference is only that I have found the Olympic athlete, and he has found the Olympic athlete.

For consumers, they only know who has become Olympic sponsors, but consumers consume specific products, not brands.

For example, milk enterprises and instant noodle enterprises, since they support the Olympic Games and support athletes, they should produce some thematic products.

In the Olympic marketing, Yu Xianhao said that today's Marko should do marketing after Olympic Games to make a result of the dissemination activities.

"We