The Strategy Of Marketing Olympic Games By Domestic Sports Giant

There are less than 20 days left before the opening of the London Olympic Games. With the approaching of the Olympic Games, a marketing war around the Olympic Games has also been launched in the sporting goods industry.

Recently, Anta joined hands with P&G, McDonald's, Hilton Hotel, Yili and other brands to open up the Chinese nation Sports brand Cross border marketing is a pioneer, which is also a rare cooperation between the official partners of the Olympic Committee. In addition to Anta, 361 °, PEAK, Hongxingerke... almost all the local first and second tier sports brands have come out in force. Some choose to compete in front of the battlefield, while others choose to go out of their way to choose various edging behaviors. Four years ago, the Beijing Olympic Games made the local sporting goods brands that bet on it fight a beautiful turnaround, and successfully passed the financial crisis in 2008; Four years later, they also hope to use this platform to reverse the adverse situation in the London Olympic Games. Inventory is high and channel expansion is blocked. In the face of all kinds of pressures, although the London Olympic Games may not guarantee that local sports brands will make a lot of money, this quadrennial gambling has aroused their strong interest. It is a strategy game between brave people, with courage but also wisdom.

As for the difference between the two Olympic Games, the insiders also gave suggestions on marketing techniques: take new media as the communication bridge, put forward communication ideas and creative excavation that are more consistent with the spiritual essence of sports, and move the hearts of consumers.

　　 Action: Bet on the Olympic Games again

In 2012, when the tradition Sporting goods industry When the collective encounters inventory pressure, it seems that the traditional marketing methods that rely on the continuous opening of stores to increase profits have become powerless. Therefore, the collective bet on the London Olympic Games has become an important turning point in their turnaround. In this regard, we have to mention the leading brand Anta because of its large hand and deep planning. Holding the golden key of COC's strategic partner of the Chinese Olympic Committee, Anta reached a higher level of marketing for the London Olympic Games: jointly with Procter&Gamble, McDonald's, partners of the International Olympic Committee, Hilton Hotel and Yili, partners of the Chinese Olympic Committee, it created the "Olympic brand alliance" and launched the cross-border marketing strategy for the Olympic Games.

In this Olympic marketing war, PEAK signed a contract with the delegation of the seven national Olympic Committees at one go. During the London Olympics, they will provide the representatives of the seven national Olympic Committees, including New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus, with sports equipment such as award-winning uniforms and competition jackets. Its number is second only to international brands Nike and Adidas, ranking first among domestic sports brands.

Not only Anta and Peak, but also 361 °, Special Step and Hongxingerke, both Jinjiang brothers, also favor London. 361 ° build Olympic equipment for CCTV sports reporting team and three Chinese Olympic teams, and fully support the 2012 "London Action" of Chinese sports team; Special step is tailored for Justin Gatlin“ Olympic boots ”, at the same time, he sponsored the Chinese synchronized swimming team; Hongxingerke sponsored the three Olympic delegations of Iran, South Africa and Uzbekistan. In the view of insiders, although there are many big moves, they can not cover up the dilemma of high inventory and insufficient funds in the industry.

The relevant person in charge of Hongxingerke believes that, no matter how hot the marketing of Fujian sports brands to the London Olympic Games this year is, based on the financial pressure, compared with the Beijing Olympic Games, we still cut a lot of marketing spending. "Four years ago, during the Beijing Olympic Games, sales performance rose in a straight line. This year, domestic sports brand enterprises have been plagued by high inventory pressure. Under heavy inventory pressure and obstacles in channel expansion, everyone wants to bet on the London Olympic Games to break through the current dilemma." Liu Xiang, deputy director of public relations of Peak, told the media of everyone's frustration.

　 Analysis: Is Olympic marketing brilliant again?

Carrying the "express train" of the 2008 Beijing Olympic Games, the local sports brand "turned over" successfully in the last round of economic crisis. However, in the past two years, the sporting goods industry has suffered a cold winter due to the depression of the general environment. Go to London and have a good turn! It is not too much to use this sentence to describe the psychology of various sports goods brands. Everyone hopes to grasp the Olympic business opportunities and comprehensively improve the popularity and market share by taking advantage of the Olympic Games as a global stage. Peak said that from the 2012 London Olympic Games to the 32nd Summer Olympic Games in 2020, they will further expand the international market. Through the efforts of the two Olympic cycles, they are confident that they will increase the international market revenue to 10 billion yuan in the next 10 years. At the same time, through intensive cultivation, refined management and the improvement of information technology, they will maintain the continuous and stable growth of the company in the domestic double-digit market.

In fact, "from the experience of the 2008 Beijing Olympic Games, Anta has established its position in the industry through a series of actions. It can be said that through the Beijing Olympic Games, the sports brand industry has been reshuffled, and Anta has shaken the position of Big Brother Li Ning." People in the industry commented on the impact of the 2008 Beijing Olympic Games on Chinese sports brands in this way. Now, will the London Olympic Games give China's sporting goods industry a new opportunity to develop? People in the industry are not optimistic about this view. Taking Li Ning as an example, its 2011 semi annual report showed that the international market sales revenue of Li Ning brand accounted for only 1.7%. It can be seen that betting on the London Olympic Games can only play a limited role in boosting its overseas sales.

In the opinion of the insiders, the promotion of the Olympic Games will still exist, and this role is more reflected in taking the opportunity of the Olympic Games to clean up inventory and adjust the store structure. However, Zhang Wenlong, a quiet strategy, believes that for Chinese sports brands, this is an excellent opportunity to show up in the international market, and it will also drive the domestic market. Not only that, Chinese sports brands can also take advantage of this to change their image, so that people's impression of Chinese brands will no longer stay on copycat, low quality, but can show the excellent quality and price advantages of Chinese brands in the European market.

"Although the pattern of domestic sports brands has been basically settled, it does not mean that there is no opportunity. That is to say, it is possible for brands to choose to go up or be forced to go down by taking advantage of the opportunity of the London Olympic Games. However, there is no doubt that the competition and pressure between brands are very great, especially for those brands that have been squeezed out, the road behind them will become narrower and narrower." Zhang Wenlong said.

　　 Suggestion: cultural communication is more important than marketing

Xu Yang, the leader of the "Olympic Brand Alliance" and the assistant to Anta's brand president, believes that it is a new marketing model for brands from different industries to cooperate with each other to spread and achieve win-win results on the top platform of the Olympic Games. "Whether Anta, McDonald's, P&G, Yili or Hilton, these brands are leaders in their respective industries. Our cooperation is a strong alliance. Since becoming a partner of the Chinese Olympic Committee in 2009, Anta has been preparing for the Olympic marketing. Anta and several other partners share the goal of spreading the Olympic spirit. This is the great The common mission of Home as an official partner of the Olympic Games is also the root of the cooperation of this brand alliance. "

According to the cooperation representative, the link of this "Olympic brand alliance" is the "champion dragon clothing" of the Chinese sports delegation. The Chinese sports delegation is the only team in China that can represent the Olympic Games, so the "champion dragon dress" will become the only visual symbol that can represent China and the Chinese sports delegation. It is also the cornerstone of this cross-border marketing, which has closely linked the five IOC partners with the Chinese Olympic Committee partners. This time, the Olympic marketing strategy of the five enterprises will operate with the "champion dragon clothing" as the core.

There is no doubt that the Olympic Games can bring more than economic benefits to sports brands. It also has a profound impact on Chinese and even world consumers' awareness and goodwill of brands, and has a more profound impact on the promotion of brand image and the spread of brand culture. Therefore, the spirit of the Olympic Games is used to link the corporate brand and the spirit in the minds of consumers. The price is relatively low compared with the high sponsorship costs. At the same time, if the design is ingenious, it will produce unexpected results. For example, for the first time in the 2008 Beijing Olympic Games, there were three beer sponsors: Budweiser, Tsingtao Beer and Yanjing, but the advertisement of Snow Beer on CCTV was: "Official partner of sports enthusiasts", which is wonderful. As long as you find the combination of your brand and the Olympic spirit, Olympic marketing can be everywhere.

Expert eye

　　 Four strategies support online Olympic marketing

The 2012 London Olympic Games is about to open, but there is a time difference of 10 hours between London and us. Therefore, how to effectively spread network information to the audience with the Olympic Games as the content and the network as the platform has become the primary problem for many businesses to think about and solve. Cao Fanghua, general manager of Xiamen IDEAINSIDE Creative Marketing Communication Agency, believes that the effective grafting of the relationship between brands and Olympic events will become the core of online Olympic marketing. The specific strategies are as follows.

Embed brand information into relevant Olympic topics. A single event is easy to conflict with the work and rest of the audience due to the time difference. By embedding brand information into the relevant Olympic event topics, effective information coverage can strengthen the contact opportunities and frequency between the brand and the audience.

Make the brand Olympic marketing communication event. Through the planning of marketing activities with brand relevance and Olympic relevance, the brand's Olympic marketing will be built into a marketing event worthy of users' attention. Through effective topic marketing, users' involvement and attention will be improved, so as to effectively graft the brand information and Olympic events, and effectively pass the brand information through the Olympic Games.

Push and spread the results of the Olympic Games. Users can customize the Olympic events they are interested in, and the brand cooperates with relevant media to push the event results to users' mailboxes, mobile phones and other information receiving terminals. The brand information is effectively embedded in the information pushed, so as to realize the effective communication of the brand taking advantage of the Olympic Games.

Contest quiz interactive activities based on the interests of the audience. On Weibo, event topics and other platforms, we will carry out contests with prizes to improve users' attention before and after the game, that is, even if the audience missed the corresponding event, they will review and participate in the event again in the post game attention.

In a word, the core of online marketing for the London Olympic Games is to effectively avoid the deviation between the information dissemination and the audience's work and rest caused by the time difference. By mining the correlation between the event and users, users' attention to the event will be enhanced, so as to effectively bundle related brand information for effective dissemination. Whether it is the establishment of relevant Olympic marketing topics or the event of Olympic marketing, whether it is the recommendation of event results or the contest with prizes, its core is to gather users together, improve users' viscosity and attention, and carry out effective brand Olympic communication.