Olympic Games: A Casino For Chinese Shoe Companies?

For all Chinese people, the Olympic Games is a great event.

For Chinese enterprises, Olympic marketing is a major event.

Therefore, learning to bet and knowing where to put the "treasure" is the key to the success of communication and success.

It is a typical advertisement form of "famous athlete + brand / product" to put the "treasure" on the athlete.

For example, the Nike Olympic Games forward to Liu Xiang, and specially for him to make a pair of Nike running shoes, the result wins the Adidas running shoes opponent, Nike's fame is better than this is the Olympic Games TOP sponsor's Adidas.

Coca-Cola also bet on Liu Xiang, who only covered the light of all entertainers in Pepsi Cola with Liu Xiang's light, and naturally overcame the joy of Liu Xiang.

I have to admit that Coca-Cola is an expert in betting, because it has the most advanced commercial value assessment system for sports stars. What is most effective is that it will not sign contracts when sports stars are of the highest value, but sign their "higher expectations" process in the "best time".

The LONCIN motorcycle was also overjoyed by Liu Xiang's bet, and the car was also delighted with Liu Xiang.

Because the investment is really small, Liu Xiang before the Olympic Games price is 300 thousand yuan, and the Olympic Games after the crazy rise to 8 million yuan to talk about.

There are still quite a few of the athletes: McDonald's has been Guo Jingjing, Amway is against Tian Liang, Coca-Cola is against tenghai bin, Lining has always been a Chinese Award winner, and she has also been on the Spanish basketball team.

Especially when Lining's Spanish "enemy" defeated the Chinese team wearing Nike, some people even felt depressed. Did the Chinese team lose their own Lining without wearing it?

And more enterprises were mistaken before the Olympic Games. Finally, they had to change the version and shrink the scale.

The massive global market has been mistaken for the totally defeated Chinese gymnastic team. The cost of the whole marketing communication has been invested nearly 90 million. Even the outdoor billboards of the gymnastic team have been removed immediately; Anta has wronged Kong Linghui and Wang Hao without the "winning power"; Pepsi Cola has mistaken Li Xiaopeng to become the choice of the older generation, and the new generation leader is the Teng beach that defeated Coca-Cola instead of Coca-Cola.

The fierce commercial competition originally wants to look for encouragement and entrust empathy from sports competition. Now it is also lost. The heart that can not comforted is also cast the shadow that can not wipe away.

Lenovo was put on the Olympic joint point by Lenovo at a high cost of $80 million, which was put on the top of the Olympic Games as the world's top sponsor, "TOP program members". So Lenovo's laptop only had the chance to appear at the host's desk every time; Kunlun's lube oil was put on the naming right of the Olympic gold medal list by 32 million 800 thousand yuan in the first place of CCTV advertisement, let the people pay attention to the gold medal while leaving the impression of Kunlun lubricating oil; China Unicom held the "treasure" in CCTV's tailored program for its "Unicom Athens";

These enterprises actually put the "treasure" in the creative media.

The most successful thing is that when Li Ningya was at the Olympic Games connecting point of "China Olympic athletes' award dress", every time the national flag was raised, the national anthem was played, the patriotic complex, the national spirit and the Olympic spirit were integrated into one. It was used for the Olympic Games, even if it was not listed among the top sponsors of the world, it also won the Chinese people's heart and the world's vision.

In the Olympic spirit, Bao Shan spring's Olympic marketing is not held in any sports star, but it has been put in the spirit of sports and the Olympic spirit. With the help of public welfare activities, "a bottle of water, a penny, tens of thousands of children like big feet need your help". In the TV advertisement "big foot", the boy running with broken shoes keeps moving. His northwest dialect is widely distributed: "I call big feet, not my feet are big, but I run fast."

In 2008, I wanted to run to Beijing, and I could run. "

As Yuan Weimin said, China is not yet a sports power. China has only developed into competitive sports and "very sports". The 32 gold medal is just a facade. Only when most citizens feel that sports are individual needs, can the country's sports ability be called physical education and mass sports.

China needs such sports, "China needs sports spirit" and "China needs sports".

Everyone must have the desire to exercise, and everyone needs the conditions for sports.

In the strategic planning of Nike, Nike is going to explore the Asian and Chinese market. It is bound to discover and excavate new asian idol. Just like NBA needs Yao Ming to open up the Asian and Chinese market, Nike has lost Yao Ming (who has turned to Reebok), and who can play its international superstar strategy?

He cast his eyes on Liu Xiang, because he had the potential and personality of the king.

And how Coca-Cola will occupy the stable Asia, especially the Chinese market, how to cope with the strong offensive of Pepsi Cola entertainment star super super lineup, only to find another way to choose sports stars whose expectations are higher and higher, because sports stars are actually scarce strategic resources. Liu Xiang is, of course, a strategic resource for Coca-Cola to monopolize.

How to use Olympic marketing and sports marketing is a comprehensive examination for enterprises' integration ability.

Nike, Coca-Cola, Lining, Lenovo, farmer Hill spring, Jinliufu and Amway all did well because they knew where to put the treasure.

When to bet and how to bet, there must be a natural connection ability, so that we can get the focus of eye and the status of rivers and lakes. We have close contact with the Olympic Games, get close contact with consumers, and get in touch with the return.

Only by raising sports marketing to the height of the strategy can we stand high, go far, win the victory in the future.

The only way to enhance the communication effect is to put the "treasure" in the advocacy and advertising language only by deeply understanding the Olympic spirit and the expectations and acceptance of the Chinese audience.

Nike's slogan: "you can be faster than you!"

The spirit of "higher, faster and stronger" has been carried forward, combined with the essence and core value of Nike: "pcendence", plus the "Liu Xiang version of advertisement" which was broadcast immediately after winning the title of Liu Xiang, "the law is used to break". It is even more exciting and moving, and can not help but applaud.

The voiceover, which has been pushed forward by layers, tells the voice of the Chinese and even the Asians who have been depressed for a long time and eager to break out. Just like Liu Xiang's heartfelt words after he won the championship, his eyes are filled with tears. "Who says Huang can not enter the top eight Olympic Games? I am the champion of the world. I believe that dreams will eventually become real, and there will be more and more miracles."

Lining's TV ads also shocked people: "the same blood, the same kind of dream, because we are all made in China."

It not only makes Chinese feel empathy, but also embodies Lining's unique Chinese complex and Chinese soul as a national backbone brand, and becomes a symbolic and representative Chinese brand.

If "made in China" is changed to "created in China", it will be wonderful.

Communication advocates and slogans are energy in themselves. Once they are spoken, they have magic and spell power, and become super hints and super predictions.

For example, those companies that use the word "the world" in advertising slogans fall down the fate of "down to every day": "run the world according to one's voice", Haier mobile phones "listen to the world, fight the world", do not move "the world".

At the 2004 Athens Olympic Games, many enterprises' advocacy and advertising slogans fully embodied the Chinese ancient wisdom of "full of harm and humility".

For example, Anta advertising Kong Linghui and Wang Hao all said "winning power", resulting in too much pressure, not playing well, did not win.

In particular, Wang Hao said, "sports are the spirit of never giving up."

This means that he will "lose", and will not admit defeat, "never give up" I do not know which session will win.

Feng Kun said, "sports are the power of inner growth."

Speaking of discontent, leaving room and space for growth and growth, the women's volleyball team finally struck back and won the victory.

The global "I can" also bring negative effects and become a laughing stock for competitors and many people.

Too strong and too strong, it is easy to break, and the Laozi sage has long said: "do not boast of yourself, but you will be able to do well; if you do not conceit yourself, you can show your strong points."

"I can" copy from Nike's once failed advertising campaign "ICan". The result is of course the same. The more you want to be, the more you can't, because you have not defeated yourself, lost your mentality, and suppressed your opponent's mentality. When the gymnastics team and table tennis men's singles fall down, the hearts of the whole world are dripping blood. How can they recover now?

In a 361 degree shoe advertisement, an aunt carrying a broom caught a ball and came up with a sentence: "coach, can I go to Athens?"

Coach Li Yongbo scratched his head and refused to comment. As a result, the men's singles and men's doubles in badminton were both defeated because the "comet" might have gone.

Finally, I advise the slogan of Chinese brand not to wipe the chicken blood and push it to the extreme. Once it reaches the peak, the next step is definitely going downhill.

So don't say something too white and too much, kill yourself, and consider what to say next.