Del Hui: Achieving Brand Promotion In Pan Olympic Games

When Samaranch declared that Beijing became the host city of the 2008 Summer Olympic Games, Chinese life began to be changed by the Olympic Games.

Sponsors, Olympic venues, Olympic business opportunities, Fuwa, torchbearers and other words have become the focus of media attention. For Chinese enterprises, they are also the best time to upgrade their marketing and upgrade their brands.

Entering the store of del Hui, I find that the slogan "my personality" has become English "ONTHEWAY".

As a matter of fact, after the 2007 Spring Festival, the LOGO, advertising language and brand English names of DALT were quietly changing, and these changes were a choice for the brand to promote the development of the enterprises, to avoid the price war and to win the business opportunities of the Olympic Games.

Ding Mingliang, chairman of del Hui, said that the Del Hui's bid change campaign was mainly aimed at the 2008 Beijing Olympic Games, and many domestic enterprises were concerned about the difference between Olympic marketing and non Olympic marketing.

In addition, del Hui will start a brand promotion storm lasting 3 years from this year. All of these goals will point to the sporting opportunities brought about by the 2008 Beijing Olympic Games.

It is understood that Del Hui is one of the first batch of sports shoes manufacturers in China. In 2000, the demand for domestic sporting goods market increased dramatically, and del Hui saw the huge business opportunities in the domestic market and began to sell its own brand sports shoes in the domestic market.

But in the international market, there are two giants of Nike and Adidas. Lining and Anta compete for the market in the domestic market. Although del Hui has entered the front line of Chinese sporting goods brand, the situation is somewhat awkward.

With the approaching of the 2008 Beijing Olympic Games, more and more local enterprises are trying to cut their own cake in the Olympic Games. Therefore, Olympic marketing and non Olympic marketing have become the marketing strategy that local brands focus on.

Ding Mingliang believes that the Olympic Games will be opened in Beijing, and the focus of the world will be brought to Beijing. At the same time, millions of foreigners will come to Beijing to participate in the Olympic Games in various ways.

For Chinese brands, this is an opportunity for a hundred years. But Chinese logo and Chinese logo do not understand what foreigners mean. The essence of the goal is to make the brand communicate with the world in an international way.

It is easy to see its profound meaning from the process of changing the target.

First of all, the new English embodies the brand core value of "Sports Art and unlimited creativity".

Secondly, the new English name has more international sense, fashion sense, trust and sense of quality, which is conducive to improving the brand's premium capability. The new English name clearly shows brand positioning -- the sports creative school.

Finally, for sporting goods, the 2008 Beijing Olympic Games is an excellent opportunity to enhance and disseminate the brand.

Looking at the current Olympic sponsor in China, it only stays in the simple use of the Olympic Games Logo.

The use of the sponsor Logo and the Logo combination of the Olympic Games only hints at the relationship between the consumer sponsorship brand and the Olympic Games, but when all sponsors do so, consumers can hardly distinguish the four sponsorship levels of partners, sponsors, exclusive suppliers and suppliers.

Under such circumstances, non Olympic sponsors can play the equivalent of "Olympic sponsors" only through sponsorship, relay sponsorship, and sponsorship of sports teams.

Del Hui just changed out of the first step of Pan Olympic marketing. At present, it solved the problem of global consumers' understanding and recognition of del Hui. Next, he also had to solve the problems that consumers could see and buy.

2008 the Beijing Olympic Games is coming. Del Hui is actively organizing Olympic marketing resources from Olympic spectators, Olympic Games relay, Olympic athletes and advertising during the Olympic Games.

In addition, del Hui also has a series of actions such as advertising, product upgrading and promotion.

The special assistant of the general manager of del Hui said why advertising needs passion and rationality.

All around the market, all for sale services.

The accuracy of input is the most important index to measure the promotion effect.