How Can Jinjiang Shoe Enterprises Take Advantage Of The Olympic Games?

When the top sports marketing experts came to the "weapon" in China, they warned that "rubbing cars" and "hitting the ball" were at risk -- how to win the Olympic Games in November 8th. The 2008 key sports events jointly organized by the State Sports General Administration and the China sports brand research center were held in Jinjiang.

Xu Zengwu, vice chairman of the China Sports Goods Federation, director of the market development committee of the former Chinese Olympic Committee, and Xiao Jingyun, director of the China sports brand research center, analyzed the sports marketing strategies of non Olympic sponsorship enterprises combined with the 2008 Beijing Olympic Games.

Representatives from enterprises such as Anta, XTEP, 361 degree, and precious birds attended the briefing.

In view of the Olympic marketing of Jinjiang enterprises, the marketing strategy before and after the Olympic Games, and the marketing way outside the Olympic Games, our reporter interviewed experts attending the meeting. There are many shining points, which I believe will inspire Jinjiang enterprises.

Olympic Games, the protection of Olympic words and patterns, strict Olympic marketing resources, although the cake is very tempting, but many resources can not be touched by enterprises.

The Olympic Games have strict rules of competition, and the Olympic sponsorship market also has strict rules of the game.

Xiao Jingyun told reporters that the Olympic logo and the intellectual property rights of the Beijing Olympic Organizing Committee were strictly protected by law, including more than 60 categories of protected characters, such as "Olympic Games", "Beijing 2008", "one world, one dream" and "burning passion to convey dreams"; nearly 100 graphics and graphics, such as "Beijing Olympic emblem", "Beijing Olympic bid sign", "Olympic five ring logo logo", "mascot image", "Beijing Olympic medal", "Beijing Olympic torch" and so on.

Many enterprises know little about Olympic intellectual property protection, nor are they Olympic partners, sponsors or suppliers. If they want to directly implement Olympic marketing, it will be very difficult. If they fail, they will run into a series of infringement problems.

The non Olympic cooperative enterprises gain huge commercial benefits by establishing false or unauthorized contacts with the Olympic Games. They are called stealth Olympic marketing, also known as the invisible market.

Xiao Jingyun said that in recent years, the organizers of the Olympic Games have intensified their efforts in the anti invisible market. They realized that only by cracking down on the invisible market can they protect the legitimate rights and interests of the sponsoring enterprises.

Therefore, a large number of non Olympic cooperative enterprises in China are not easy to ride on the Olympic Games.

Before the "national E-sports Games" held by a number of units, there had been disputes over the Olympic five ring logo.

Some enterprises hope to invite some athletes to advertise for the enterprises during the 2008 Olympic Games. They think that they can adopt this simple and easy way to publicize "honest and bright".

But Xiao Jingyun told reporters that the athletes who advertise for the non Olympic sponsorship enterprises, in a sense, associate the Olympic Games with the propaganda enterprises, and publicize the image of the enterprises through the brand effect of the Olympic Games and the celebrity effects of the athletes.

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

The Beijing Olympic Organizing Committee has made it clear that during the 2008 Beijing Olympic Games, athletes were prohibited from advertising for non Olympic sponsoring enterprises.

The non Olympic cooperative enterprises who are prepared to adopt this way should plan ahead and adopt other marketing strategies.

Many people know that, without the authorization of the Olympic Committee, unauthorized use of symbols, such as Olympic characters and designs, will be investigated and dealt with.

So some people want to play the "edge ball", some businessmen do not directly use the Olympic map, but on the product or store with the words "* * wishing the 2008 Olympic Games a complete success", some of which also have the emblem of the Beijing 2008 Olympic Games.

Such a way, in fact, is to touch the relevant laws and is subject to investigation.

Xiao Jingyun told reporters that many enterprises also have great legal risks through sponsoring the "Olympic curve" mode of the foreign Olympic Committee, because according to the requirements of the International Olympic Committee, the Olympic rings are not authorized to be used at will.

In addition to the huge cost of Olympic marketing, the opportunity cost involved in Olympic marketing is also a matter for enterprises to consider.

In the words of Xiao Jingyun, once the Olympic marketing fails, the loss may be several times, because the missed opportunity for development is gone forever.

Before and after the Olympic Games, more attention should be paid to the current situation of Jinjiang enterprises' "getting together" and the 2008 Beijing Olympic Games marketing. Xu Zengwu reminded Enterprises: after all, the Olympic Games are only 15 short days. Although the attention is very high, fierce competition can also be imagined.

Xu Zengwu believes that the marketing strategy before and after the Beijing Olympic Games is more worthy of careful study by enterprises.

"Although the Olympic Games are the best brand advertising carriers, enterprises can not just stare at the events of more than ten days, because business opportunities are endless before and after the Olympics."

Xiao Jingyun also believes that for Jinjiang enterprises, the marketing strategy in 2008 should be prepared early and put more vision on the field.

At present, domestic and foreign enterprises are closely locked in the Olympic Games. This will make consumers feel numb, even reverse psychology, which is difficult to achieve the desired effect.

It is understandable for Olympic cooperative enterprises to use Olympic Games and pre Olympic time nodes for marketing. They can plan a large number of marketing programs for the Olympic Games, including the production of Olympic series products.

But non Olympic enterprises should avoid these time and focus on the event of "large-scale and long" marketing before the Olympic Games.

For example, enterprises should pay attention to the macro policies of the country. Now the State advocates "fitness for all and the Olympic Games". Enterprises can carry out event marketing around this.

Xu Zengwu believes that bright entrepreneurs should fully judge the market situation for the 3 years after the Olympics, and the Guangzhou Asian Games in 2010 and the London Olympic Games in 2012 are the resources that enterprises should start to plan.

According to the brand positioning, sports marketing should be compared to blindly "get together" in the Beijing Olympic Games. Xiao Jingyun thinks that it is more important to choose the right sports marketing according to the brand positioning and the actual development of enterprises.

Compared with the general advertising, marketing through an influential event can be integrated with communication, experience and sales. It has a better effect on conveying brand spirit, enhancing brand loyalty and improving sales.

"Brand is a character, and the choice of event resources should also be targeted. If you can find your own" Olympic ", it will be better. Like the seven wolves tobacco, you choose to sponsor the Xiamen International Marathon. The brand appeal and the connotation of the event are very unified, so the effect is very good.

Xiao Jingyun said.

It is understood that a few days ago, Li Ning Co said at the 2008 Olympic strategic conference that the Chinese athletes Education Fund and the China Youth Development Foundation jointly launched the "Olympic hero return plan". That is to say, as long as shooting, table tennis, diving and gymnastics 4 national team athletes won the gold medal in the Beijing Olympic Games, they will donate a sports hope primary school named after the athlete's hometown.

Through public welfare activities, Lining skillfully intervened in Olympic marketing, attracting both eyeballs and social acclaim. The popularity and reputation of the brand will be double improved.

There is infinite opportunity for national fitness. Xu Zengwu reminded enterprises that with the further development of Chinese society, the sports policy with the goal of "gold capture" will undergo a fundamental change, and the development of national fitness policy will become the mainstream.

Therefore, Jinjiang enterprises should pay more attention to the national fitness sports, because this is more consistent with the national sports policy, but also can strengthen the interaction with the vast number of consumers.

Xiao Jingyun believes that the Olympic Games are abstract and just a concept. Therefore, enterprises must plan some events around this abstract concept to produce sensational effects.

Olympic Games is a big concept, so enterprises must excavate from different angles and find suitable points for development.

For small and medium-sized enterprises, more attention should be paid to local Olympic related activities. For example, next year, the state will focus on the theme of "national fitness and Olympic counterparts". For example, the Golden Grand Prix of China's urban fitness and long-distance race, tens of thousands of people will be held in ten cities. The highlights of this event "combine with Olympic Games and let the masses participate" will also enhance brand awareness and achieve good market results.

Closely integrated with the Olympic Games, the participation of all the people is a point of the extension and expansion of the Beijing Olympic Games. Of course, we should not neglect the scope of intellectual property protection of the Beijing Olympic Games. Through these activities, we can turn sports into a platform for customers to participate in the Olympic games and experience the market.