Enterprises Must Be Rational When Sponsoring The Olympic Games.

Taking a look at the global events in 2012, the London Olympic Games will occupy an important position.

With the approaching of London Olympic Games, what changes have taken place in public interest compared with 4 years ago? For every major brand involved, whether it becomes an official sponsor or not, it will face unique opportunities and challenges.

What changes have taken place in the attitude of enterprises? For this reason, a questionnaire survey has been launched.

Play the Olympic edge ball sword

The Olympic strategy of enterprises not only reflects their strategic vision, but also tests the comprehensive strength of an enterprise.

In today's era of rapid development of the Internet, the layout of enterprise network strategy is an important part.

For enterprises that are not included in the Olympic sponsorship, we should pay special attention to the hidden business opportunities.

Looking back at the 2008 Beijing Olympic Games, the Internet has become the second major battleground for sports communication.

Now, by the end of 2012, when all mobile terminals occupy more people's Internet access time, people's habits of watching games have changed dramatically. Waiting for brands will be more opportunities and give play to brand advantage.

Therefore, enterprises must use the new media characteristics to understand the change of consumers' attitudes.

The joy of nature.

Of the 156 audiences surveyed by reporters, 21% of respondents were very concerned about the London Olympic Games.

The major brands are beginning to realize that social media and TV combinations deserve to be pursued when launching promotional activities during the 2012 London Olympics.

As early as the beginning of the year, WGSN's report shows that social media applications will continue to grow strongly, and the speed of development will be two times that of general Internet applications.

For example, the 2012 spring and summer promotion activities of the women's clothing of "Yin Jia Ni" launched a number of Olympic theme clothes, attracting consumers' attention through the intervention of sports elements.

And with the coming of summer, more brands and designers are expected to show off and pay attention to winning athletes and their dressing styles.

As a domestic sports brand promoter said, "when the Beijing Olympic Games were held four years ago, the online video was not so popular, and the domestic micro-blog did not appear at all.

If we want to learn from the experience of the new media during the Olympic Games, we will not be able to do that.

In the face of Olympic opportunities, local second-line sports brands are looking for opportunities of relative differentiation.

Fujian family

The head of the enterprise said: "through the contacts in 2008, many enterprises have found Olympic delegations from different countries for sponsorship.

Relatively speaking, for domestic enterprises attacking the domestic demand market, the cost ratio of this investment is even higher.

This year, enterprises will not easily throw money. The more important reason is that compared with 2008, the operating costs of nearly four years have soared, and the actual input of many enterprises is decreasing.

For example, looking for some distinctive Foreign Legions to sponsor, or they have some origin with China, or compete with some Chinese projects, or traditional sports powers such as Germany and Korea.

All these have become the object of competition for the two or three line sports brands.

For example, Hongxing Erke, after sponsoring the North Korean Olympic Games in 2008 and the world cup in 2010, sponsored Iran in 2012.

PEAK is sponsoring.

Countries like Cyprus and Iraq are seeking to open up the Middle East market quickly.

By contrast, Anta's Olympic marketing may have more impact.

Anta not only announced the launch of the Olympic marketing strategy, but also launched a close and deep cooperation with the Chinese home Committee set up by the Chinese Olympic Committee during the London Olympic Games.

Recently, with the help of "winning dragon clothing, Dragon King London" Chinese Sports Delegation Award dress, Anta announced its cooperation with International Olympic Committee partners Procter & Gamble, McDonald's, and Chinese Olympic Committee partners, Hilton Hotel and Erie, to jointly create "Olympic brand alliances" and initiate cross-border Olympic strategy.

At the beginning of this year, 361 degrees joined hands with CCTV sports channel, especially around 2012 London Olympic Games to create a 361 degree "London action" series promotion program.

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In addition, after the adjustment in 2010 and 2011, Lining's advertising investment in 2011 was rather low-key, retaining a great strength for 2012.

Lining is a sponsor of the Olympic Games and is also the sponsor of the 5 Olympic gold medal teams. He has a strong brand reputation against Nike, Adidas and domestic competitors.

In May, Li Ning Co launched a series of sports products targeting mass consumers in the name of "paying tribute to heroes". In June this year, it officially released its sports equipment for 5 gold medal dream teams.

In addition, Lining issued the London Olympic Games national team "war clothes" named "red scale".

From a historical perspective, Nike's stealth strategy is global and individual players, projects and so on are all advantages of Nike.

Adidas started preparing for the 2012 London Olympic Games after the Beijing Olympics.

Face up to self positioning and return to reason

As we all know, the real skill of maximizing the value of Olympic business opportunities is to grasp the concerns of consumers and find ways to continue. This is much more like a marathon, which is more competitive and more intelligent.

Enterprises should be soberly aware that budgetary data should not be based on the data of 2008, but the relevant data in 2004 or 2000 should be chosen as reference objects, because 2012 is very difficult to achieve the brilliance of China's 2008 home battle.

Enterprises should not focus solely on the 16 day Olympic Games, but should combine the pre Olympic Games, Olympic Games and post Olympic Games for advertising, public relations, offline activities, product innovation and other system planning and publicity.

Enterprises should try to turn the 3 week Olympic Games into 3 months, or even longer, so that their brands can have some connection with the Olympic Games and the audience concerned by brands.

In the survey, more than 85% respondents would choose to get access to the clothing brand information, and 87% of respondents would choose the Internet; 57% of respondents would choose mobile phones; 52% of respondents chose micro-blog; 45% of respondents would choose to advertise outdoor advertisements; 55% of respondents would get information from radio stations; 61% of respondents would choose to get information from paper media; 66% of respondents thought that word of mouth was more reliable.

The results show that consumer acceptance of new media is growing.

Since the habit of watching the Games has changed, what events will Chinese audience care about? The clothing Times reporter showed that 90% of the audiences were more concerned about "their favorite sports", while 88% of the audience were more interested in "China's gold medal or medal number", especially in the "traditional Chinese superiority project", 86% of the audience showed great enthusiasm; and for the "opening and closing ceremonies" and "stars at home and abroad" attention was 70% and 61%, respectively, in the 156 audience survey samples.

It is worth noting that "diving", "swimming" and "table tennis" are three sports events with the highest degree of interest to Chinese audiences.

The survey shows that Chinese audiences' attention to London Olympic Games is returning to reason, and they will shift more energy to sports events themselves.

According to the coverage of the audience, the survey shows that the audience in the first tier cities is calm and rational in terms of the Olympic Games. The most widely used types of audience are in the use of the Olympic media, among which the Internet, micro-blog and outdoor media have the highest willingness to use.

The two or three tier cities are highly concerned about the Olympic Games, and the advantages of traditional media such as TV are outstanding.

With the decline of the city level, the audience is more enthusiastic and concerned about the Olympic Games, and is more concerned about China's traditional superiority projects.

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It can be said that after the enthusiasm of the 2008 Beijing Olympic Games, Chinese audiences and Chinese enterprises have more rational attitude towards London Olympic Games.

"Unlike in 2008, because in Beijing, we all have one heart and one mind. Pride will make people focus on gold medals.

London Olympic Games, the attention of the gold medal will not be so great, these are strategic challenges for the Olympic strategy of the enterprise.

An industry veteran said.

Many experts point out that the reason for this phenomenon is that most of the sponsors of Olympic Games fail to achieve their Olympic marketing objectives.

The reason is that many sponsors have invested a lot of money, although the brand reputation and popularity has improved, but the demand for products is often ignored.

In fact, the promotion of popularity is not necessarily related to the improvement of market share.

For example, in July 2009, AOKANG leather shoes, a supplier of leather goods for the 2008 Beijing Olympic Games, announced that it would no longer sponsor the London Olympic Games.

There are two main reasons: first, the goal of Olympic Games and the unsatisfactory measurement of return on investment are in the main position.

The two is the impact of the financial crisis, the reduction of overseas market demand, such as AOKANG generally want to help London Olympic Games to open up the international market enterprises retreat.

On the other hand, after the Beijing Olympic Games, World Expo, Shanghai, which was held in 2010, also diverted a lot of Chinese enterprises who wanted to sponsor the London Olympic Games.

In addition, from the rate of return on investment, taking AOKANG as an example, AOKANG Group invested 300 million yuan for the Beijing Olympic strategy. According to the average price of 400 yuan a pair of leather shoes, this investment is equivalent to selling 750 thousand pairs of leather shoes.

It is also a shoe making enterprise, but the game has chosen a very different approach.

3 years ago, CET shoes were officially signed as the exclusive supplier of leather products for the Chinese delegation of the London Olympic Games. Since last year, it has been engaged in activities and marketing activities around the Olympic Games. In May, it launched the "scientific walk and all the way" plan in the main cities in the country.

In view of this, enterprises must be rational when sponsoring the Olympic Games.

A large number of small and medium-sized enterprises believe that the implementation of Olympic strategy is a matter of large enterprises. Only by looking at the lively part of SMEs, this concept largely hinders many enterprises from taking advantage of the Olympic Games.

In fact, the Olympic Games do not depend on their size, but whether they can find a platform suitable for themselves and perfect connection with the brand.