Comment: How To Read The Olympic Business In London

　 How do you read the London Olympic Games?

At the ongoing Olympic Games in London, Chinese elements have attracted some attention. The excellent performance of Chinese athletes made the Chinese delegation at the top of the medal tally, and many Chinese companies were also competing for Olympic opportunities outside the stadium. The British media did such a statistic that over 60% of the official souvenirs released during the Olympic Games were made by Chinese enterprises, including cups, toy cars, mascots, pins and so on. Then, when we appreciate the wonderful Olympic events, we may also pay close attention to the performance of Chinese enterprises outside the stadium.

Cups, toys, mascots, fireworks, turf, sportswear... Athletes compete for gold and silver in the arena, and Chinese enterprises seize business opportunities outside the competition. How do they really read the Olympic business?

Do you remember the gorgeous fireworks on the Thames River that night? The gorgeous fireworks that bloom on the opening ceremony of the London Olympic Games, 3/4 are all produced in Liuyang, Hunan. The excitement of fireworks is only a small part of China's manufacturing, including all kinds of souvenirs including the Olympic mascot, Rock, the clothes of the participating countries and the Olympic sightseeing bus. This year's Olympic Games are not only the stage of London, but also the stage made in China. 65% of the Olympic souvenirs that are expected to bring 1 billion pounds to the UK are from China; 128 are competing. clothing In China, 23 kinds of towel and bedding are produced in 7 categories, 5 of which are produced in China.

Reporter: Yes, in London, we see a lot of Chinese made products, from wearing to Olympic licensed products, we are much more pleased to see many other Chinese elements, for example, many sports teams are also made by Chinese manufacturers. Some of the competition's equipment and equipment are also from China.

Made in China was once synonymous with low-end cheap products. But now, Chinese products have begun to break away from the world cup production of "purpura" level and play their own brand. PEAK provides equipment for Olympic teams from New Zealand and Slovenia. Jordan designed the London Olympic award dress for the 3 delegations of Kazakhstan, Turkmenistan and Mongolia. Hongxing Erke is tailored for Iran, South Africa and Uzbekistan. Vanderborg, a South African athlete, has won the gold medal in the men's 100 meter breaststroke in Hongxing ERK sportswear.

Liu Xiang (media director of PEAK group, Quanzhou, Fujian): the officials of the delegation spoke very proud of us, saying that many people were discussing behind their backs that their equipment design was too beautiful, which was told by Slovenia officials. Our brand also began to have global awareness of promotion and publicity. This should be an important symbol of the transformation from China to China or from Chinese factories to Chinese brands.

　　 Liu Ge: the regular army of Chinese enterprises withdraw completely in the sponsorship team of the Olympic Games.

In fact, the Olympic Games should be a place to spend money. Small businesses make money in Olympic Games, big enterprises spend money on Olympic Games, and they spend a lot of money. We can see here that many small businesses in China, such as the Zu Zu Wu La who do the trumpet, the national flag and the costumes, and even the uniforms of the US team are made by a Chinese company, but these are all some small money. The real world's top companies, the top sponsors of the Olympic Games, have another Association of the last Beijing Olympic Games, and this time they quit. Liu Chuanzhi said the sponsorship in fact was itself an approach that Lenovo did not want to mature.

Why do they not see the Chinese business this time? Because only when they are in China can their advertising effect be maximized. Now, because all the Chinese enterprises sponsoring the last Olympic Games are not a global enterprise, it is not necessary for them to participate. If it is an economic account, then the account can not be passed, and historically, most of the enterprises actually sponsor the Olympic Games are losing money at last. Therefore, the Chinese regular army withdrew completely in the sponsorship team of the Olympic Games, and the guerrillas quietly entered the city.

In addition, this is still a question of strength, because 11 enterprises and every enterprise in the top sponsor of this time is a fully globalized enterprise. Our Lenovo once sponsored Turin Olympic Games and sponsored the Beijing Olympic Games, but now that we reflect on it, that step is a bit big. And the main reason is that the 2008 Olympic Games will be held in Beijing. Therefore, Lenovo joined the top sponsor of International Olympic Committee before it was rewarded. If the Olympic Games are not opened in Beijing, then no mainland Chinese company feels that marketing can be carried out through a globalized platform. This is a reality for Chinese enterprises.

　 Hodeming: Chinese enterprises' long-term thinking on marketing is not really in place.

The four year Olympic Games can be regarded as the biggest event in the world. Naturally, the competition among sponsors is fierce. There are 12 top sponsors in the Beijing Olympic Games. For the name of International Olympic Committee, it is called the global partner, and there is one of the top ones in every industry. This time, Lenovo has retired, but the red flag of Taiwan has been replaced by the supply of all the computer equipment used during the Olympic Games. It also includes the five rings of the International Olympic Games in the next four years, which can be used as a partner's propaganda. It can be said that the top 11 top sponsors or partners in the top tier of the Olympic Games can feel more powerful than the sponsors, and this time the London Olympic Committee has gathered the 11, and it is said that it has already made 700 million pounds. Although our national strength is strong now, the long-term thinking of Chinese enterprises on marketing is not yet in place.

　 Liu Ge: the brand protection of London Olympic Games is good.

This time, the top sponsors of the Olympic Games are 11, which should have been 12 places, and one Nortel network is now closed down. Because at that time faced with internal and external troubles, everyone was very pessimistic about the London Olympic Games. They all said they might be in debt and finally become a very frugal Olympic Games.

In the process, the Olympic Committee has made many concessions to win the sponsorship. The Olympic Organizing Committee of London is called the trademark police. For example, when the children's welcome team is admitted to the Olympic Village, it is said in the tip that children, if you want to wear shoes, you can wear Adidas or wear a brand name, but don't wear other brands. A meat pie shop with five meat pie made an Olympic logo in the window. The OCOG said it was a tort. Now, after such a very careful work, the Olympic Organizing Committee of London did this. So in general, the sponsors are much less than the Beijing Olympic Games, but there are quite a lot of money.

Holdeming: the most important thing is the Olympic spirit. I must emphasize that the Olympic Games, especially sports, are really sacred, and they have some inherent advantages, except in special circumstances. For example, during World War II, there was no way to hold it. After the Second World War, in 1948, when Britain was left to waste, it had to carry out the Olympic Games. In 1984, the Olympic Games in Losangeles began to operate commercially. After more than 20 years of commercial operation, it became more and more mature.

The most important thing is the Olympic spirit. We can see that our swimming swimmer swims faster than a man in a short time and makes others feel uncomfortable. I think that should be like this, small fish swim too big fish, small fish swim fast. Of course, there are many things. The spirit of the Olympic Games is not to win medals, but to finish the competition in the end. The most important thing of the Olympic Games is that it can bring the Olympic spirit of Olympics to a positive side, plus commercial value. Now every country has to win the Olympic Games, because it can bring certain wealth, and wealth represents the affirmation of this country. When we look at this matter as a whole, we should regard the Olympic spirit as a goal of final appeal. When there are so many wars in the world, there is such a pure, pure and pure match occasion, what we see is a spirit we respect.

　 Liu Ge: enterprises should learn to use their own brand marketing methods.

In terms of clothing, for example, its top sponsor has Adidas, then it requires the British team to wear their clothes on all formal occasions and awards, but no shoes are required. Then perhaps the sponsors of this athlete are Nike, and the last athlete said, "I go barefoot." Although you can't see the billboards on the Olympic Games, these sponsors must make sure that their brands are linked to the Olympic Games through various means.

According to a survey of British people, the British believe that Nike is a main sponsor of Olympic costumes rather than Adidas. So Nike did very well on the other hand. He displayed it through athletes, some clothes of the sports team, or some other sponsorship. Chinese enterprises are learning this now, like Erie this time, although this is not the sponsor of the Olympic Games, but it has put the 400 buses of London bus to the advertisements of Chinese faces. At this time, we have a look at whether this enterprise is also related to the Olympic Games. Many enterprises have not yet reached the top sponsorship plan, through such a way, it is also a shortcut, and it is also a suitable way for their current development stage. It can also catch up with the Olympic Games, and the benefits will also be great.