Sun Yang Won 361 Points To Become The Olympic Winner.

The four year Olympic Games are the games of the strong.

British local time on August 4th, accompanied by Sun Yang pressed South Korea opponent Pu Taihuan and others, won the men's 1500 meter freestyle champion, before the match betting Sun Yang's Jinjiang sports brand 361 degrees became a big winner.

Prior to that, Sun Yang had won the gold medal in the men's 400 meter freestyle and was awarded one silver and one bronze in the other two events.

An advertising industry insider said that in addition to Sun Yang's gold medal winning sports brand before the game,

Besides, Sun Yang has another endorsement contract.

When Sun Yang won the gold medal in the two Olympic Games, he found his company seeking cooperation.

CEO Zhang Qing, a key sports consulting company in Beijing, said Sun Yang's personal business value would exceed 10 million yuan at the Olympic Games.

However, compared with the performance of Chinese athletes in the field, the performance of Chinese brand manufacturers is not outstanding in London Olympic Games.

Due to the fact that China is not the host country in the Olympic Games, and the Olympic effect diminished, domestic sponsors of a large number of Beijing Olympic Games chose to withdraw their sponsorship of the London Olympic Games.

The list of sponsors announced by the London Olympic official website shows that the sponsors of the London Olympic Games have been reduced to 2 from the last 20 Beijing Olympic Games, including the mainland crystal crystal technology limited and Taiwan's Acer (Acer).

And another "

"Direction" -- the amount of TV advertising has also declined this year.

According to an advertisement company in China, because of the fact that there is a 7 hour difference between London and Beijing, and the games have not been held in China, CCTV has lost nearly 20% of its total advertising revenue over the previous year.

1. China's sponsors

According to the rules of commercial games formulated by the International Olympic Organizing Committee, the sponsorship plan of the Olympic Games is divided into four levels.

The first level is the TOP sponsor of the International Olympic Organizing Committee. Under the TOP sponsors, there are three levels. The first level is the partner of the Olympic host country. The second level is the sponsor of the Olympic host country, and the third level is the supplier of the host country of the Olympic Games.

At the TOP sponsorship level of the IOC, there are 11 sponsors.

The 11 sponsors provided a total of 1 billion 100 million pounds for the London Olympic Games and the International Olympic Organizing Committee.

Among them, Acer (Acer), Dow (Dow Chemical), Procter & Gamble 3 companies entered the TOP sponsorship sequence of the International Olympic Organizing Committee, and Kodak, Lenovo and Manulife3 company withdrew from TOP sponsor series.

According to the list of sponsors announced on the London Olympic website, the Chinese companies that were active in the 2008 Beijing Olympics were almost extinct.

Lenovo did not explain the withdrawal of the TOP sponsorship sequence of the London Olympic Games.

However, according to British media reports, the sponsorship cost of Acer instead of Lenovo has become more than 80 million US dollars, which is 65 million higher than that of the 2008 Beijing Olympic Games, up 23% over the same period last year.

At the first level of partner sponsorship, the main sponsors of this level are mostly large companies that are mainly run by the state.

Distinguished from the 2008 Olympic Games, there were 11 host countries in the Beijing Olympic Games, while only 7 host countries in the London Olympics.

Among them, Adidas is the only company that has obtained the qualification of partner of the host country for the two time.

Among them, no Chinese company ranks among them.

In the sponsorship sequence of the sponsorship program at the second level, it is also dominated by large companies belonging to the host country.

Unlike the sponsors of 9 Beijing Olympic Games, there are only 7 sponsors in the London Olympics.

Among them, UPS is the only company that has become a sponsor of the two Olympic Games.

There is still no Chinese company in this sequence.

The third level of sponsorship plan is supplier of the host country, which does not have a distinction between sponsor countries in history.

However, the difference between the 2008 Beijing Olympic Games and the fact that 7 Chinese companies became suppliers of the host countries, and only 1 Chinese companies, called crystal stone Digital Technology Co., entered the London Olympic Games in 2012.

On the Acer computer, there are only 2 Chinese companies in the Olympic Games and become sponsors of the Olympic sponsorship program.

At the 2008 Beijing Olympic Games, Chinese companies, including China Petroleum, Sinopec, China Mobile, Bank of China, China Netcom and China Air China, became the sponsors of the International Olympic Committee and sponsor countries. About 20.

Wu Lei, general manager of the sports department of Chang Rong, said that the phenomenon was mainly determined by the priority of the host country. Two, we can see that the ability of Chinese companies to go out is still very limited. Three, the current economic situation is depressed.

The aforementioned advertising industry said that Lenovo had a larger budget at this Olympic Games, but in the end, Lenovo Inc cancelled its investment in the Olympic Games.

This person speculated that this may be related to the actual operation of Lenovo Inc, as well as the domestic economic situation or the return of the last Olympic Games is not ideal.

However, in addition to the Olympic sponsorship program, the London Olympic Games have a hidden Chinese sponsorship Corps.

British media reported that 90% of the 194 Olympic products on the official website of the London Olympic Games were manufactured overseas. Among them, nearly 2/3 of the overseas manufactured goods were produced in China, 9% produced in Turkey, and 4% made in Philippines.

2. advertising dropped by 20%

Apart from the rules of commercial games formulated by the International Olympic Organizing Committee, brand manufacturers can also choose other publicity paths. Choosing the Chinese Olympic Legion is one of the paths.

According to the data provided by the official website of the Chinese Olympic Committee, there are 8 partners of the Chinese Olympic Committee, namely Heng Yuan Xiang.

, Erie, Sina, BMW, Hilton honors, Moutai and COFCO; the sponsor is Amway Nutrilite, and the supplier is 3 suppliers, namely, "La Sha", "CE le" and "Sinop".

According to incomplete statistics of publicly available data, China's Olympic delegation has received support from about 65 sponsors at home and abroad in 31 categories.

Among them, there are 29 listed companies, a quasi listed company.

In addition, there is also a regional sponsor, the Ordos City Government in Inner Mongolia. The Inner Mongolia Ordos City government sponsors the Chinese hockey project.

Comparing the two Olympic Games before and after, the number of brand manufacturers has not changed much in the sponsorship of the Chinese Olympic Legion.

According to incomplete statistics of publicly available data, the number of manufacturers sponsoring the 2008 Olympic Games amounted to more than 60.

Besides choosing the sponsorship of China's Olympic legion, CCTV's advertising in the exclusive right to broadcast the Olympic Games is also an effective way for brand manufacturers to nugget Olympic marketing.

However, according to the calculation of the companies in the advertising industry, there is a 7 hour difference between London and Beijing, and the games have not been held in China. Therefore, in the Olympic Games, CCTV's advertising revenue has dropped by 20% compared with the previous one.

A comprehensive analysis of the sponsors of the Chinese Olympic Legion and the brand of CCTV advertising companies, Wu Lei said that the brands of the Olympic Games were mainly textile and sporting goods and fast moving products companies, and chemical industry, communications and other plate companies, because the Olympic Games were not carried out in the mainland, they did not invest much.

At the level of textile and sporting goods, Wu Lei believes that compared to the current and 2008 Olympic Games, the textile and sporting goods brands in Jinjiang were flat. Before 2008, many brands such as del Hui and noble birds did not have much investment.

In view of the reasons for this situation, Wu Lei said that it may be related to the current situation of the textile and sports industry.

3. Olympic effects fade

Behind the unfairness of Chinese manufacturers in the Olympic Games, the reality of Olympic marketing is fading.

In 2008, the Chinese companies headed by Erie and Lining benefited from the Olympic marketing. More and more companies expect to promote and enhance the brand image with the help of Olympic Games.

However, the Research Report of the "2012 Chinese people's Olympic mentality" jointly carried out by Chang wing communications and Research Institute, Ying De Zhi Lian, has shown that after the Olympic Games in Athens and Beijing, and facing the London Olympic Games, the mentality of Chinese audiences is tortuous and fluctuating.

The audience is still keen on the medal project, but most people are concerned about the result only.

The research report is based on the telephone survey and field visits concluded by consumers in Beijing, Shanghai, Guangzhou, Chengdu, Shenyang, Xi'an, Wuhan, Qingdao, Fuzhou, Luoyang, Luoyang, Zhuzhou and post and other 123 cities and 13 cities.

For the reasons for this phenomenon, Wu Lei said, on the one hand, the Olympic Games in Beijing overdraw everyone's enthusiasm, at the same time, China's sports also reached an unprecedented height, London Olympic Games is very difficult to break through.

On the other hand, the impact of the Internet age on the traditional Olympic Games is obvious.

Public information shows that in August 2008, when the Beijing Olympic Games was held, there were 253 million Internet users in China at that time, and social networking websites were just emerging. However, by the time of the London Olympic Games, the number of Internet users in China has reached 513 million, while social networking sites are fragmentary information received by people.

This situation has also changed people's attention to the Olympic Games.

How can the Olympic Games arouse people's enthusiasm? The aforementioned advertising industry said, "unless we hold an Olympic Games in China again, or we need the pformation of Chinese sports."

He further stated that Chinese sports are still difficult to break through in a wide range of audience projects such as football and basketball. This has become a great pity for Chinese sports audiences.

From the tactical point of view of the Chinese Olympic team's participation in the Olympic Games, the basic strategy is to keep the single event or double event to win the medal count. On the collective project, one is not sure. First, because of the huge investment required, the Chinese Olympic Legion has never made a breakthrough in the football and basketball collective projects.

If this breakthrough can be achieved, it will bring more audience groups and business opportunities.

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4. blind losers

At the London Olympic Games, Kodak officially withdrew from the TOP sponsorship sequence of the International Olympic Organizing Committee.

In January, Kodak and its US subsidiaries said they had submitted bankruptcy protection applications under the bankruptcy law of the United States, and Citigroup offered $950 million in 18 months' financing of debtors' bankruptcy assets, and Kodak needed to lose money in the process.

Now, time has passed. 1/3, Kodak's restructuring and self rescue policy has not achieved significant results.

In the end, Kodak put the valuable patents on the shelf again.

The Apple Corp, which is most popular, has become a strong competitor for Kodak, a veteran company.

As the top sponsor of the Centennial Olympic Games, Kodak has grown with the Olympic Games.

However, Olympic marketing can not save Kodak.

After 2008, Kodak announced that it would no longer be the top sponsor of the London Olympic Games.

Wu Lei said that the TOP sponsor of the Olympic Games is only the first step in Olympic marketing. In order to achieve the real communication effect, each company has to pay three times the input cost of becoming the sponsor of TOP, so as to achieve the expectation of communication.

It is difficult to tell whether the loss of Kodak is directly related to the blind Olympic marketing.

But at the time when Lenovo won the $6500 cost of TOP sponsors in 2008, Kodak was also unable to afford it even if it was calculated at $6500.

The blind gold diggers of Olympic games like Kodak are not uncommon.

Nortel network was a sponsor of the London Olympic Games, but the largest telecom equipment manufacturer in North America filed for bankruptcy in 2009.

Wu Lei said that in terms of Chinese companies, Vatti had invested 30 million yuan in marketing expenses in the early stage of the Olympic Games. After entering the Olympic Games, they could not afford to spend money, and wasted a good time to spread.

Del floor also took the lead in winning the sponsorship qualification of Beijing Olympic Games, but eventually even couldn't afford sponsorship fees, and was eventually downgraded to the Paralympic Games sponsors.

Wu Lei further said that for those companies that did not sell well in Olympic marketing, the large amount of marketing expenses they invested would bring a lot of benefits, which would be a drag on the company's performance.

In addition, the industry insiders said, "London Olympic Games marketing is very active, there are two Chinese companies, one is JDB, one is Jingdong mall.

However, they feel that the two companies are still outsiders in Olympic marketing, and the intention of these two Olympic marketing is more obvious.

5. rational regression

In the London Olympic Games, besides the invisible Chinese sponsor, the Olympic economy also showed us the other side of its return to reason.

In August 7th, after the 110 meter hurdle race in London, Liu Xiang and his brand manufacturers were still immersed in the loss process.

However, the information released by Nike official micro-blog JustDoIt was pmitted spontaneously by the netizens nearly 130 thousand times in 24 hours and received more than 26000 comments.

It was originally a "not brilliant ending", but Nike pulled back a city.

Behind this achievement, Huang Xiangyan, director of communications in Greater China of Nike, said, "we do have an efficient team in execution."

The team is made up of Nike digital marketing and brand communication department, as well as Wei Ke (W+K), Razorfish (AKQA), Jia Ai (CIC) and Mindshare (Mindshare) and other companies, including creative personnel, production staff and media experts.

In marketing, the case of "turning the tables" is only one aspect of Olympic marketing returning to rationality.

Wu Lei said that companies, such as Anta, which are different from individual Olympic marketing companies, have abandoned the direct expression of the way of product dissemination, but put forward a brand proposition to achieve effective communication through brand advocating to resonate with consumers.

At the same time, in advertising, many companies have also abandoned blindly throwing money.

Wu Lei said that taking Suning as an example, it did not do Blind Sports Marketing during the London Olympic Games, but rather put it in a rational way.

In fact, the realistic reason that compels advertisers to return to reason is obvious.

In recent years, the advertising industry semi annual survey report released by Chang Rong revealed that in the first half of 2012, the overall revenue of advertising market increased by 4.2%, lower than the growth rate of GDP, the lowest level in recent years.