Outlook: Smes Will Stand On The Shoulders Of Giants

According to the data, the Guangzhou Asian Games has signed 49 contracts of different levels sponsor Its sponsorship amount is 5 times of the previous Doha Asian Games and 3.5 times of Busan Asian Games in South Korea. To become a senior partner of the Asian Games, the sponsorship amount should be at least 200 million yuan.

Therefore, in the view of many people, the Asian Games marketing is still a game between large enterprises. For those small and medium-sized enterprises with little name and little money, the significance of the Asian Games is only to watch the national sports teams compete for gold and silver, because it is impossible for them to donate hundreds of millions of assets to sponsor a sports event.

In fact, compared with Olympic marketing and World Cup marketing, the Asian Games stage is more suitable for domestic SMEs to expand brand 。 Among the suppliers of the Guangzhou Asian Games, there is a digital creative enterprise specializing in image design services. Although the company's name is rarely known, it has participated in the design of many national projects such as the World Expo in the industry. This time, the goal of turning to sports events is to use the influence of the Asian Games to push its brand from "behind the scenes" to "in front of the stage". As a supplier, it is different from a sponsor. Instead of paying a high price for this qualification, it is more likely that the Asian Committee selects the most suitable enterprise for cooperation. Among the suppliers of the Asian Games, we also saw many small and medium-sized enterprises, including local private enterprises in Guangzhou and even Taiwan funded enterprises.

For thousands of small and medium-sized enterprises, standing on the shoulders of "giants" is a kind of wisdom, but also a kind of wisdom Business philosophy 。 The biggest weakness of small and medium-sized enterprises is lack of funds and weak strength. If we improve the brand's popularity and brand value through sports marketing according to the conventional thinking, it will inevitably bring huge investment and risk. Some people in the industry once supported a small and medium-sized enterprise that had no money to sponsor the Asian Games: to set up a cheerleading team with the name of "Asian Games". Are there many people with the name of "Asian Games"? It is said that many children's names chose "Asian Games" during the Beijing Asian Games; The biggest cost of putting these people together is probably just tickets and transportation, and the rest is just propaganda. Therefore, small and medium-sized enterprises in sports marketing should have "four two pull a thousand pounds" innovative ideas. During the world cup, in addition to Yingli's massive sponsorship, many small and medium-sized enterprises also scored in the world cup through free kicks. The production of a large number of fans' products such as theme scarves and fans' clothes has made the world cup have a lot of Chinese elements, and many enterprises have benefited from it through the network platform. Therefore, it is not difficult to find that activities around the Asian Games, such as the "road to the Asian Games", cheerleaders selection, volunteer clothing and other activities around the Asian Games are also strongly supported by many enterprises.

The biggest charm of sports marketing for enterprises lies in the unlimited available resources. Even if the enterprises can not directly deal with the three words of the Asian Games, they can also get attention by sponsoring the participating teams. And what kind of team to sponsor is equally learned. The first gold medal of Beijing Olympic Games let people know Chen Xiexia and also remember Hongxing Erke. Different from other big brands, Hongxing Erke has made bets on the Chinese women's weightlifting team and the North Korea national team, two sports teams that have not been noticed. However, the final effect is similar to that of the popular teams. It is understood that at present, some enterprises have extended their "olive branches" to fencing, archery and other Asian Games teams, which attract little attention. For small and medium-sized enterprises, sponsorship of gold medal winning but relatively unpopular projects has achieved twice as much as the past.

As the last major event of this year, how many SMEs can get a share of the Asian Games remains to be seen.