Welcome London Olympic Games, Quanzhou Brand Takes "Curve Into Olympic" Marketing Mode

Zhang Qing, President of the key sports marketing organization, considers that considering the influence of jet lag, the industry expects that in 2012, the London Olympic Games will be significantly lower than the 2008 Beijing Olympic Games. In Lin Xiaolin's view, the "curve" is involved in microfilm. Quanzhou brand The important way of Olympic marketing is not limited to sporting goods enterprises. Quanzhou's outdoor products, casual wear and other enterprises also want to share a cup of Olympic marketing.

Compared with the bustling scene of the Beijing Olympic Games, the Quanzhou sports brand that participated in the London Olympics marketing is much less. For example, four years ago, the brand appeared on the list of national delegations or sports teams and sponsors, as well as Kang Tai, Lu You, wild power, famous music and Philharmonic. According to industry analysis, some brands have already seen the London Olympics this year, and the actual marketing results are hardly comparable to the Beijing Olympic Games four years ago.

Silence of CCTV tender invitation meeting

As early as March, CCTV's advertising bidding will be held throughout the country. This year's bidding will be relatively quiet compared to the craziness of sporting goods coming years ago.

Reporters learned from sporting goods companies, at CCTV tender meeting, suitable for Fujian sporting goods business set advertising at least 40 million yuan. "The price of a month or so is amazing." An advertising industry told reporters that this year's advertising expenses are very stressful for shoes and clothing companies suffering from the pressure of inventory. According to the insiders of CCTV advertising management center, according to the reaction of Fujian enterprises this year, the enthusiasm of sports goods companies is still not comparable to that of tea enterprises.

"On the one hand, the price is high, on the one hand, the viewing time also affects the enthusiasm of the enterprises." He Yong, who has been involved in sports planning for many years, said that due to the time difference, the London Olympic Games will surely not match the Beijing Olympic Games. "Throwing so much money into advertising, the audience can see a limited time, from the cost performance, the enterprise is very difficult to accept."

Zhang Qing, President of the key sports marketing organization, considers that considering the influence of jet lag, the industry expects that in 2012, the London Olympic Games will be significantly lower than the 2008 Beijing Olympic Games. Apart from the problem of jet lag, Zhang also believes that Chinese audiences have changed their viewing habits of sports events, such as their interest in gold medals.

"Before the Olympic Games, there is also the European Cup, which undoubtedly diverted everyone's attention." Mr. Lin, a brand PR personage, said that the pressure of shoe and clothing industry this year has made enterprises become conservative in advertising, and enterprises will choose more suitable channels for advertising.

Four years ago or overdrawn.

Throughout this year's Olympic marketing, XTEP is more concerned about the Olympic Games.

At the time of the Beijing Olympic Games, the state sponsored by XTEP was Belarus. Four years ago, when Belarus athletes wore XTEP's award dress for fourth times to stand on the championship podium, XTEP was undoubtedly the Quanzhou sports brand sponsoring the most gold medals of foreign Olympic teams, making XTEP the biggest winner in this marketing strategy. But for this year's Olympic Games, so far, XTEP seems to have no obvious moves.

"Apart from the individual players who wish to sign the contract in the Olympic Games, there is no special promotion plan for the Olympic Games." XTEP brand Department official said.

Ding Shuibo, President of XTEP, said that due to the time difference and other factors, the London Olympic Games can not be compared with the Beijing Olympic Games. Moreover, four years ago, China's sports market had just been "excited", and even had some "overdraft". "XTEP will also invest, but the intensity must not be compared with that of four years ago. XTEP's marketing campaign this year will choose to avoid these homogeneous competition and choose its own characteristics. He said.

Ding Shuibo's views were recognized by the industry. Qiu Li Jin, who studies sports marketing and sports sponsorship at Fudan University School of management, said that the outstanding performance of domestic sports brand performance in 2008 was the positive impact brought by the Olympic Games itself, not the marketing strategy of these brands. If we want to have a share in the London Olympic Games, local sports brands will face more challenges.

"In sports, fast consumption and automobile brands that are related to the Olympic Games, the most frequently asked question is" how do we participate in 2012 "? Zhang Qing suggested that when making budget, do not refer to the data in 2008, but choose the Olympic marketing related data in 2004 or 2000 as the reference material, because 2012 Olympic marketing is difficult to achieve the glory of the main battle in 2008.

Mr. Luo also believes that after four years of competition, the gap between Quanzhou's many two or three line brands and Anta, PEAK, XTEP, 361 degrees and other leading brands has been widening.

"Curve Entering Olympic Games" takes advantage

Observers have analyzed that after years of brand operation, Quanzhou enterprises such as the seven wolves, Anta and XTEP have begun to have a clear brand strategy. The era of "one touch and fresh food" has already passed. Only when we realize the idea of personalized marketing, can we create a huge impact.

Return to reason and let the brand have an evergreen environment. It is not difficult to find a link with the Olympic Games. Truly winning the Olympic market is the real test for enterprises. In the Beijing Olympic Games, seven cards were responsible for the design of one of the ceremonial costumes. This year, Quanzhou clothing enterprises did not choose to take part in the London Olympic Games directly, but rather introduced into the Olympic marketing in the form of "edge ball".

A few years ago, the seven wolves were invited to the London Fashion Week by London mayor's office and London Development Agency and went to Britain to explore the fashion and creative industries. The Olympic Games and the "Fashion Night" made the seven wolves have an indissoluble bond with the British customs.

There are similar ways to attract the attention of the company. Since the beginning of last year, CET has been doing marketing activities and marketing promotion around the Olympic Games. Recently, the shoe industry announced that it was planning to launch a scientific walking strategy in May.

Lin Xiaolin, general manager of Noah International Brand Marketing Consultant Co., Ltd., who has experienced the marketing of Beijing Olympic Games in 2008 with many Quanzhou enterprises, clearly sees that the Internet has become the second battleground for Olympic sports publicity. This year's London Olympic Games, 8 hours of time difference, so that the match time is basically the equivalent of Beijing time in the evening. Especially this year, mobile terminals occupy more people's Internet time. People's habit of watching matches has changed dramatically. Waiting for brands will be more opportunities for marketing and space to play brand advantage.

In Lin Xiaolin's view, the adoption of "curve" in the form of micro films is an important way of marketing Olympic brand in Quanzhou this year, and has not been confined to sporting goods enterprises. Quanzhou's outdoor products, casual wear and other enterprises also want to share a cup of Olympic marketing.

This view is supported by the purpose of Xiao Yuan, general manager of huangpin international entertainment media Co. Ltd. He said that last month was the intensive month of filming. After the work was finished, it would be selected before the Olympic Games. "Olympic marketing is more important as a measure to encourage the Olympic athletes, so that everyone will be concerned about the characteristics of the enterprise before and after the Olympics." The reporter learned that the "run out of a day" sponsored by del - Hui had been killed, and its release date was set in the middle of the year. The aim was to expedition the Olympic Games for the Chinese Olympic athletes at that time.

A senior brand marketing person in Quanzhou said: "from the audience market, the European area in London is not the target market of Chinese brands at the moment. People will be more willing to focus on Sports Spirit itself, so enterprises will naturally choose marketing methods that are more close to the audience."

Lin Xiaolin believes that choosing micro films for Olympic marketing should pay close attention to subjects close to netizens. "Micro film can participate in everyone, belongs to the low threshold marketing means, do well to reflect interaction and experience, is even more important."