CCTV Tender Will Be Cold, Shoes And Clothing Enterprises "Olympic Money Smashing" Phenomenon Is Hard To Emerge.

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.