How Can Chinese Brands Build Olympic Sailing?

In 1972 Munich Olympic Games, Germany launched Adidas, 1984 Losangeles Olympic Games, the United States launched Nike, 1988 Seoul Olympic Games, South Korea launched Samsung, 2008 Beijing Olympic Games, Chinese brand how to raise sail, take the Olympic Games good wind and long voyage?

Small and medium-sized enterprises: the door of the Olympic Games is a closed door. A Zhejiang lighter enterprise exports 700 million yuan a year, but its brand is not very high. They have an Olympic marketing plan. They hope to participate in the production of the Olympic torch. They believe that the Olympic torch is the biggest lighter. Not only that, but also the competition of the torch production of the main venue of the Olympic Games, so that no need to do more advertising can let the whole world know its product quality and production strength.

It seems that the "Olympic Games" marketing plan of the lighter enterprise is in the stage of competition and promotion. The result is not known yet. However, at present, enterprises that are racking their brains to play Olympic cards are everywhere in the country. Everyone hopes to make a name for themselves through the Olympic business opportunities. They all want to tap the Olympic resources and expand their market survival space.

It is a golden opportunity for Chinese enterprises to hold the Olympic Games at their doorstep.

Although there are many restrictions on the Olympic marketing of non Olympic sponsors, as long as they do not violate the law and do not violate the Olympic protection regulations, there are still many opportunities for marketing. The key is to combine their brand and Olympic brand skillfully and organically.

For example, AOKANG leather shoes are not Olympic sponsors, but people who fly frequently may have seen the AOKANG cushions on the cushions on the aircraft.

For example, since August 2006, Mengniu Group joint national sports administration and CCTV sports channel have launched a large-scale nationwide fitness campaign in 80 cities, combining the social responsibilities of enterprises with the Olympic background.

All these have achieved the purpose of propaganda and sponsorship without violating the regulations on the protection of the Olympic Games.

Therefore, for more national brands, the Olympic Games are unanswered. As long as efforts are made, the door can be opened and pushed, and the Olympic Games will be able to enjoy the Olympic resources, so that both economic and social benefits will be bumper harvests.

Olympic resources not only belong to those big enterprises that sponsor Olympic Games, but also those small and medium-sized enterprises that are actively prepared.

Those non Olympic sponsoring enterprises can overcome the market restrictions of Olympic marketing, and promote consumers' Olympic Lenovo through the Olympic background marketing activities, so as to achieve the purpose of enhancing brand image.

Specifically, small and medium-sized enterprises should have strategies and steady progress with the help of the Olympic brand. The ultimate goal is to enhance the brand value by using the Olympic background.

Before participating in the Olympic Games, we must consider whether our enterprise development strategy and market strategy are consistent with the idea of Olympic communication. We should let the Olympic culture be used for us and quickly integrate with the core value of the brand, creating a visual impact on the product.

The Olympic resources are divided into preparatory period, sprint period and late continuation stage, and there are opportunities at all stages.

Enterprises should grasp effective attention when they disseminate brands. They should choose targeted communication platforms, choose different media to disseminate, choose different sports items to disseminate, and choose different regions to disseminate. Only when targeted communication can be achieved can good effect be produced in order to maximize the cost and profit of brand communication and make the market share of brand products achieve rapid growth.

Big business: opening the door is just the first step. In the directory of Beijing 2008 Olympic Games partners, some famous Chinese enterprises are listed in name: Bank of China, China Network Communications Group, China Petrochemical Corp, China National Petroleum Corporation, Chellona Mobile Communications Corporation Cmcc, Volkswagen Group (China), Adidas, Johnson (China) Investment Co., Ltd., China International Uni Airways Corporation, Peoples Insurance Company of China, national convergence.

Among the sponsors of the 2008 Beijing Olympic Games were Haier Group Company, Sohu, Tsingtao Brewery Limited by Share Ltd and Beijing Yanjing beer.

These Chinese top companies have invested a lot of money in order to win the sponsorship of the 2008 Beijing Olympic Games, which has reached 16 million yuan, or more than 60 million yuan. According to people familiar with the matter, the Bank of China paid 80 million dollars for the Beijing 2008 Olympic Games partner qualification and Netcom spent 50 million dollars.

A market economy expert analysis, in general circumstances invested 100 million dollars, brand international reputation will increase by 1%, while sponsoring the Olympic Games, invest $100 million, visibility can increase 3% or more.

Take Samsung in South Korea as an example. Samsung's liabilities before 1988 were as high as 17 billion dollars. In 1988, Samsung became a global partner of the Seoul Olympic Games. After winning the 2000 Olympic Games in Sydney and the successful experience of the 2002 Winter Olympics in Salt Lake City, Samsung continued to sign up as a global partner in the 2006 Olympic Winter Games in Turin and the Beijing Olympic Games in 2008.

In 2004, US Business Week ranked the most valuable brand in the world. The value of Samsung brand reached US $12 billion 550 million, ranked twenty-first in the world, and became one of the fastest rising brands in the world.

Experts believe that China's large enterprises win the sponsorship qualification with huge sums of money to win the Olympic Games. This is only the first step. We need to better use the sponsorship power, carefully study follow-up investment and marketing development, and play a better role in Olympic marketing.

After all, only 30% of the sponsors and partners have achieved commercial success in all previous Olympic Games.

Because the sponsorship of the Olympic Games can not automatically bring the success of enterprises and brands. Enterprises can only get a better result by marketing the opportunity of sponsoring the Olympic Games.

The "2006 Olympic Marketing Annual Report" evaluated the Chinese brands related to the Beijing Olympic Games. As a result, Yili was awarded the "most successful brand of the year", while the 10 brands of PICC, State Grid, Yanjing beer and Sinopec were unsuccessful representatives.

It is undoubtedly a huge waste to spend money on the Olympic resources without making full use of it.

The Olympics is not a platform for product marketing directly, but a platform for establishing a brand image.

Large enterprises should implement the idea of integrated marketing communication and put Olympic marketing communication on the main line of integrated marketing communication.

Taking the Olympic Games as the platform and taking consumers as the core, we should reorganize all kinds of behaviors and market behaviors of enterprises, comprehensively and harmoniously use various forms of communication, and achieve a two-way communication with consumers through unified objectives and unified image dissemination, disseminating consistent product information and brand information, and quickly establish the position of products and brands in the minds of consumers.

The large enterprises should do their best in the fine operation of the brand. In the face of the changing market, the brand should also be constantly adjusted to adapt to the market.

In 2004, Lenovo spent $65 million to qualify as an Olympic "TOP" sponsor and become a global partner of International Olympic Committee. In 2005, it spent $1 billion 250 million to acquire IBM's personal computer business, and also won the Olympic sponsorship qualification of IBM. In 2006, Lian wanted to become a sponsor of Chinese athletes in the Turin Winter Olympic Games. In 2007, Lenovo became the designer of "Xiangyun" torch in Beijing's 2008 Olympic Games.

Lenovo is entering the minds of consumers through this series of Olympic marketing.

The Olympic Games are a sports event and an economic and cultural event.

If the traditional development depends on energy and resources, the Olympic resources are unlimited in the face of Olympic business opportunities and need to be created by means of culture.

"Olympic marketing" is a fulcrum of Chinese brands, and who will help the Olympic sailing with the help of this fulcrum.