Re Investigation Of "Thunder" In Olympic Marketing Of Kang Tai And Hongxing Erke

Recently, a domestic economic media pointed out in a report: "Kang Tai, Hongxing Erke" and other enterprises used the Olympic combination badge of the National Olympic Committee in product and advertising, which violated the territorial jurisdiction principle of the Olympic Charter.

The report is a great leap forward for many companies who want to mark the 2008 Olympic curve marketing.

"Deep feelings," which is seen after the report, an industry insider said, "in fact, we know more or less the so-called Olympic area management principles, but as long as it is not broken, even many enterprises believe that no one will break this layer of paper, many enterprises are willing to take such risks."

Recessive Olympic marketing "thunder"?

According to the media report, according to the fourth items specified in Chapter fourteenth of the Olympic Charter, "Olympic title", which is revised in September 1, 2004, the Olympic logo is used only in the country where the Olympic Committee is located. The logo of the National Olympic Committee and any other symbols, emblem or name of the Olympic Committee, which are related to the Olympic spirit and other Olympic Games, are not used for any advertising, business or profit purposes in the countries where the other countries are located.

Therefore, the new product "Olympic product series" that will be released next year by Kang Tai is undoubtedly a positive "thunder".

The reporter contacted Chen Mingyue, the vice president of the company, which said he was on a business trip.

With regard to the problems of the marketing of the Olympic Games, Chen Mingyue said that it will be authorized by the Beijing Olympic Organizing Committee recently and will be released at the appointed time.

Kang Tai is not alone.

Close to Quanzhoujinjiang Airport, all along the road are cooperative propaganda between wild company and SLOVAKIA Olympic delegation. At the junction, there is a large outdoor advertisement with a strategic partner of Lu You and Tajikistan Olympic delegation.

Hongxing Erke side said that the coverage of Hongxing Erke in this article is not true.

Du Shuangxi, deputy director of the brand management center of the company, told reporters: "the use of five ring signs in products and TV advertisements is not true for Hongxing Erke."

It is understood that after the signing of Hongxing Erke and North Korea in March 15th this year, Hongxing Erke made an outdoor congratulatory advertisement for about a month. After that, all advertisements revolved around Hongxing Erke's new "tobeNo.1" and the "first gold medal" strategy in 2008.

Xiao Jingyun, the key figure, said that many contacts between Fujian enterprises and foreign Olympic organizing committees were drawn up by some well-known intermediary agencies in China, and such intermediaries often had a highly known "expert type" core figure.

For instance, many companies have obtained relevant information from Beijing Jin Wang International Sports Management Co., Ltd., and Xiao Jingyun, the chairman of the company, is holding the aura of "executive vice chairman and Secretary General of China International Brand Development Promotion Association", executive chairman of Asia professional broker management association, and director of China physical education brand research center.

Xiao Jingyun said that the report caused a lot of controversy, so he had to explain some problems.

Due to the complexity of the problem, Xiao Jingyun asked reporters to refer to a 15 Xiao Jingyun http://www.cysports.cn statement on cooperation between Lithuania and the Olympic Games.

Reporters learned from this statement that in May 28th, the Lithuania Olympic Committee sent a note of note to the Chinese Olympic Committee after the completion of the Lithuania Olympic Organizing Committee. However, after six months, the Chinese Olympic Committee did not give a clear reply to the Olympic Committee, but it pushed the matter to the Beijing Olympic Committee.

Here, Xiao Jing Ping and Kang Tai Company have made official documents and telephone requests with the Beijing Olympic Organizing Committee for many times. In October 29, 2007, they sent a telegram to the Beijing Olympic Organizing Committee, the Ministry of justice, to further communicate the progress of Hong Kong affairs.

The Beijing Olympic Organizing Committee's Ministry of justice has again pushed the matter back to the Chinese Olympic Committee.

"Turning around, it turned back to the Chinese Olympic Committee.

We have done everything we need to do, and the Charter of the International Olympic Committee has also stipulated the note and reply time between the OCOG. However, over half a year, our note can not get official positive reply.

Xiao Jingyun told reporters on the phone.

Beijing Olympic Organizing Committee: how should we regulate our marketing methods in a timely manner?

The reporter contacted the Legal Affairs Department of the Beijing Olympic Organizing Committee with the media identity. He was told that he had to get permission from the propaganda department. But reporters tried many times and couldn't get through the phone of the Department.

The reporter consulted the Legal Affairs Department of the Beijing Olympic Organizing Committee as an enterprise.

According to the relevant persons of the Beijing Olympic Organizing Committee's legal affairs department, the Olympic Charter clearly stipulates that the use of the Olympic logo of the National Olympic Committee is valid only in the country where the National Olympic Committee is located.

The logo of the National Olympic Committee, as well as any other symbols, emblem or name related to the Olympic spirit and for all the Olympic Committees of the country, shall not be used for any advertising, commercial or commercial purposes in the countries where the Olympic committees are located unless the written consent of the other countries' Olympic committees is obtained in advance.

In other words, at present, even if the enterprise has reached a cooperation with other Olympic delegations, if it has not been authorized by the Beijing Olympic Organizing Committee, the enterprises will not have the right to use similar combinations of five ring signs and other Olympic committees in China for advertising.

"If an enterprise wants to be authorized, it can contact the market development department of Beijing Olympic Organizing Committee, but now it is impossible to obtain such authorization."

However, the relevant person said that the above provisions do not mean that the Beijing Olympic Organizing Committee is opposed to the propaganda of domestic enterprises in the cooperation with other Olympic teams, but should pay attention to the way of publicity.

However, the person said: "for example, the use of words to express an enterprise as a partner of a certain national Olympic delegation, this propaganda method is OK."

As for those enterprises that have committed irregularities, the person said that enterprises should be rectify before the discovery of the Olympic Organizing Committee. For the enterprises with positive rectification, the Beijing Olympic Organizing Committee will not be held accountable for the time being.

However, if similar phenomena occur in the future, they will be severely punished.

What else can be done? Not all the companies that sponsor the OCOG are willing to engage in covert marketing.

Du Shuangxi of Hongxing Erke told reporters that Hongxing Erke chose foreign Olympic Organizing Committee to carry out strategic cooperation, mainly because of "external image and internal skills."

"Through the observation of the DPRK market, we find that the local market has gradually closed from the open to the outside world, and the cooperation with the local Olympic Organizing Committee has made it possible to contact Korean professional athletes on an irregular basis, which is very helpful for enhancing the product and quality of Hongxing ERK."

At the same time, as a relatively well developed shoe market in overseas markets, Hongxing Erke also developed new product lines from the cooperation of the North Korean Olympic Organizing Committee, such as rugby, hockey and so on.

"These are still at the initial stage in China, but there are already quite a series of sports and product lines abroad, which are very helpful for us to open up overseas markets and advance into relevant domestic markets."

The PEAK group, which has selected two foreign Olympic Organizing Committees, has standardized related marketing activities from the very beginning.

"The Iraqi national team still takes part in the 2008 Olympic Games in the harsh and difficult domestic environment. The pursuit of victory in the spirit of the Olympic Games is exactly the same as the brand spirit represented by PEAK. This is the fundamental reason why we support Iraq's participation in the 2008 Beijing Olympic Games."

PEAK vice president Xu Zhihua told reporters.

It is understood that many spring enterprises before the Olympic marketing, organized the company's legal departments to learn, and with the foreign Olympic Organizing Committee on marketing and other related aspects of communication.

Insiders say that the cooperation between the enterprises and the OCOG abroad is not only a violation of the five ring logo, but also a lot of cooperation space.

For example, carry out relevant word promotion, and obtain the opportunity of relevant awards by the team of foreign Olympic Organizing Committee to promote and promote products.

An insider told me in the VS specification year of the Olympic Games that since the beginning of this year, Quanzhou's enterprises have been sponsoring the marketing campaign of sponsoring the OCOG, the related prices have been soaring in the competition, and everyone has the consensus that "the closer to the Olympic Games, the higher the price".

Since the Olympic Games can not be cut from the front, it seems a good choice to enter the Olympic Games.

However, this report can be described as a thousand waves.

Some people say that it has poked a sore spot in the pain of some enterprises. Others say that the Beijing Olympic Organizing Committee should read something from it.

Whether or not "Kang Lei" is a "lightning strike" is now a matter of principle.

But in law, Kang Tai has not been officially licensed by the Beijing Olympic Organizing Committee. It violates the Olympic Charter and is an irregular marketing method.

Some people in the industry say that this is not a bad thing. In the course of the development of enterprises, there will always be a variety of first experiences, some of which are familiar to some enterprises but some are very strange to enterprises.

The key is how to turn bad things into good ones.

Enterprises should consider how to deal with such a first time.

And how to learn from it?

In addition, for the Beijing Olympic Games, the marketing field is full of experts. They are also the objects that enterprises should be vigilant.

A senior Olympic economic adviser specially appointed by the Beijing development and Reform Commission has been listed as a "black list" by the Quanzhou footwear industry association. It is called a senior liar because of the pnational lawsuit involving a shoe enterprise in Quanzhou.

How should enterprises identify?

The key is to regulate ourselves.

This reminds reporters of Ding Shuibo, chairman of the Quanzhou footwear industry association, once said: "why do so many countries have reasonable sanctions against our products?

It's because of our irregularities.

What is more than standard raw materials, environmental problems, labor treatment issues, etc., are the reasons for the irregularities of our enterprises.

Nowadays, many enterprises should standardize the Olympic marketing, and show the image of a big country and the image of the industry to the international community.

The current international difficulties and the innate concern of Beijing Olympics remind us that the Olympic marketing must be standardized and enterprises need such social responsibilities.