Olympic Marketing Of Local Brands Is Hard To Compete With Olympic Marketing.

In 2008, as a licensed clothing sponsor of the Beijing Olympic Games, Heng Yuan Xiang's "twelve zodiac repeat advertisements" left a controversial issue in the history of Chinese brand marketing.

4 years later, the appearance of the Chinese Olympic delegation's dress of the 2012 London Olympic Games, which was designed by Heng Yuan Xiang, attracted "saliva".

This can not help but create a sweat for the marketing of local brands.

Chen Liang, a senior marketing expert, told reporters that after years of development, China's local brand enterprises already possessed certain resources, but they had the characteristics of "uneven development and large differences in brand competition".

Under this pattern, sports marketing has different adaptability and requirements for all brands.

However, the implementation of sports marketing by local brands is not satisfactory.

According to Chen Liang, the "Oolong" earlier than Heng Yuan Xiang was in 2004, and the wolf wolf spent 4 million yuan in sponsorship fees to become the only designated Chinese Bank of Real Madrid.

Sponsorship brand, but in the end, in its big ads, Real Madrid stars are wearing Adidas sportswear.

"Spending a lot of money on advertising for competitors is a laughing stock for a while.

The industry called it "the battle of dragon horse".

Chen Liang said that following the crowd phenomenon and violating the law of brand dissemination will eventually ruin the final profit of the enterprise.

So how can Olympic marketing be done?

Take the 2012 London Olympic Games to designate the timing and the famous Swiss brand OMEGA as an example. At the opening of the Olympic Games, OMEGA's London exclusive club was also opened.

OMEGA London exclusive club is located at 1 Greek Street (GreekStreet), SohoSquare, and its architectural style of George Dynasty is elegant and luxurious.

During the Olympic Games, OMEGA will host a series of VIP activities at exclusive clubs, including international film superstars Niicole Kidman, golf legend Greg Norman and many other celebrity ambassadors.

Moreover, the interior design of OMEGA exclusive clubhouse highlights the classic style of the most important brand watch series.

The Ladymatic hall, which is named after the wrist watch series designed by OMEGA for women, is based on the elegant classical style. The hall of HourVision is a tribute to the OMEGA dish watch series. The interior decoration reminds people of the luxury high-end club. The super hall, named by the first watch on the moon, takes space as the design theme, highlighting the profound origins of OMEGA and NASA for nearly half a century.

Outside the exhibition hall, in the core area of London's Sohodistrict, which is permeated with the Olympic hot atmosphere, OMEGA also opened a quiet and idle oasis for its guests, called the "secret garden" of the clubhouse.

Here, Olympic fans can watch matches before giant screen televisions.

After the end of the day's work, relaxing outdoor seats can relax.