The Olympic Games Will Become A Showcase In Quanzhou.

On the 16 day, the global media focused on the attention of billions of viewers in more than 220 countries and regions.

16 days, 7000 direct contracts, 75 thousand business investment opportunities, and 8 billion business opportunities.

Its influence and economic effect are unmatched by the world.

However, because of the time difference and other factors, compared to the hustle and bustle of Chinese enterprises in 2008 Olympic Games, the London Olympic Games in 2012 are somewhat sparse.

At the time when most domestic enterprises were in a state of unrest, a group of high flying "spring" brand leaders were riding on the dust.

Inspired by the passion of "two pioneering", the sports brand accumulated and integrated several years of marketing resources, and it was concentrated in the Olympic Games in just 16 days.

A brand break through battle that can not see the smoke of gunpowder starts all over.

The "Quanzhou show" in the Olympic Stadium

"Instead of spending too much money on holding conferences everywhere, it is better to use the Olympic Games Free T platform to the world."

Quanzhou is far from London.

Enterprises are close to London Olympic Games.

In the 100 meter flying man's battle, sprinter Justin Gatlin's foot boots were the result of the "mix and match" between XTEP sports science laboratory and international designers. In the men's road cycling race, LOGO of Jordan sports took the lead across the finishing line as the Kazakhstan athlete vono Rove. The Chinese sports delegation's sailboat shoes when they entered the stadium were the handwriting of the designers; the South African Frog King who kissed the gold medal, the name of Hongxing Erke was printed on the award dress, and PEAK's "seven nation Legion" was expected to harvest 23 medals, which meant that PEAK's triangle signs had at least 23 chances to show up in front of hundreds of millions of viewers worldwide.

Over the past few thousand years, London sporting goods companies in Quanzhou have joined hands to pform the Olympic venue into a "Quanzhou created" super show.

Brand "show ground" not only in the stadium, the media has been widely concerned about the Olympic village has also become a battleground.

As thousands of sports stars, when wearing all kinds of equipment to walk in, the design styles and colors of these equipment are often discussed by various delegations after tea, and also the focus of attention of the major media.

Quanzhou enterprises will not miss the "fashion show" and the "mouth to mouth" marketing opportunity.

"Many people are talking behind our backs that our equipment is so beautiful!" and the officials of the Slovenia delegation are proud to be the sponsor PEAK group.

In order to let more lenses focus on the triangular signs of PEAK, PEAK designed various colorful equipment with strong ethnic customs and became a beautiful scenery in the Olympic village according to the national characteristics of 7 national teams sponsored by Slovenia, New Zealand, Cyprus and Jordan. Anta provided a large number of products suitable for London weather and suitable for daily wear for athletes, so that the LOGO of enterprises could be sprinkled to every corner of London with the Chinese athletes' footsteps.

Instead of spending too much money on holding a press conference, it is better to use the Olympic free T platform to the world. The marketing abacus of Quanzhou brand is accurate and affordable.

In the eyes of experts, Quanzhou

The collective effort is not a hot impulse.

"Sports events can often accumulate a large number of eyeballs in a short time and quickly increase brand exposure.

Taking the Olympic Games as an example, it is a sport competition on the surface. Actually, it is "sports set up, culture, economy and politics".

Professor Yang Shuqing, director of marketing department, School of business administration, Huaqiao University, summed up the advantages of Olympic marketing as three points: first, new brands and new enterprises can achieve rapid exposure throughout the world; secondly, old brand enterprises can display strength in the Olympic Games and enhance brand reputation; furthermore, enterprises can find new markets and explore new marketing resources at this Olympic Games.

Quanzhou entrepreneurs clearly know this: Anta is willing to win the sponsorship of the Chinese Olympic Committee at a high price, just to equate the "glory of China" and Anta brand.

361 degrees from three years ago began to explore the sports world's "tomorrow star", the Olympic Games today, the blockbuster.

PEAK is sponsoring 7 countries' delegations with a total of 10 times higher than the Beijing Olympic Games, aiming to make brand labels appear in every corner of the arena.

PEAK's delight is that its sponsorship of the Cyprus national team has rewritten the history of the Olympic Games without medals, and PEAK has become a household name in Cyprus.

"You can recall the scene when Xu Haifeng won the first gold medal for China."

In the eyes of Quanzhou businessmen, another market door has been opened.

Marketing battle outside the Olympic Games

"If Anta, as the partner of the Chinese Olympic Committee, has a unique resource advantage, then many Quanzhou enterprises will be able to play the same role in the field."

As of today's press release at 0:00 today, the Chinese delegation has won 82 medals at the London Olympic Games, which means Anta's "champion dragon suit" has appeared on the podium for 82 times.

However, Anta, who is good at marketing, is not satisfied with the amazing situation on the podium.

After the award ceremony, the winning athletes will be invited to the Chinese sports delegation service center, the "Chinese home" jointly organized by Anta and the Chinese Olympic Committee. Here they sign their names on the "champion dragon suit". With the glare of the magnesium lamp, Anta once again won the "two exposure" opportunity before the global media.

At the same time, another east wind with Anta swept the globe.

During the Olympic Games, if you come to the 380 Procter & Gamble WAL-MART Olympic experience center in the world, you will see a group photo of customers competing with you and "champion dragon clothing". The managers and cashiers of all McDonald's stores all over the world have become models of Anta clothing during the Olympic Games; the Anta LOGO, which is eye-catching printed on the milk box, has entered thousands of households with Erie products.

The cross border marketing, directed by Anta, has been evaluated by the industry as a classic sample of Olympic marketing.

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As the saying goes, "Olympic marketing, 3 points on sponsorship, 7 points on marketing."

If Anta, a partner of the Chinese Olympic Committee, has a unique resource advantage, then many Quanzhou enterprises will be able to compete in the world.

Nerves at 361 degrees are always stretched.

In the early morning of July 29th, when Sun Yang won the men's 400 meter freestyle Championships to break the Olympic record, from the official website of 361 degrees, micro-blog to many portals, 361 degrees "more than one love London declaration" can be seen.

In addition to advertising, 361 degrees also ensured that the T-shirts printed with Sun Yang's winning pattern were in the first time to log on to Taobao Tmall, as well as the display windows and sales outlets of various stores, so that consumers could quickly perceive the relevance between the brand and the Olympic Games.

"If we say that the Beijing Olympic Games 4 years ago, we just hope that we can catch up with the Olympic Games and establish brand awareness as soon as possible.

In this Olympic Games, what we need is to strengthen the connection with consumers, enhance brand preference and professional attributes.

This is exactly what we expected at 361 degrees.

Compared with the full spread of 361 degrees, PEAK did not do any advertising.

However, during the half of the Olympic Games, the head of PEAK International Sales Department has received more than 30 distributors of guests in London.

"Once the athletes win the award, the local media report is the best advertisement, and the display of the retail store will follow."

Liu Xiang, deputy director of Public Relations Department of PEAK brand management center, said.

In fact, in the first half of the first half of the Olympic Games, PEAK's sponsorship of the costumes of various national delegations has been completed. Before the Olympic Games, the sales volume of PEAK in sponsoring countries has been increased by 3 to 5 times.

There are more Quanzhou enterprises, though they can not get the most core marketing resources, but with accurate positioning and careful conception, they also deduce their own marketing classics on the stage of Olympic Games.

Adi Wang chose to sponsor a war troupe such as Syria.

In the spirit of the brand new heroism during the Olympic Games, the world's first "fourth caring fund" was set up. At the same time, it announced the opening of 1000 jobs to decommissioned athletes, which earned the attention of all the media. Del Hui took the Olympic theme micro film "running out of the sky" as the sports version of the "Founding of the Republic", so that the brand sprouted in the hearts of young people.

Quanzhou enterprises, accustomed to "seven points to fight", made one hundred points in these 16 days in the 16 days.

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Brand precipitation of Olympic spirit

"Brand is a kind of precipitation, a large number of marketing events, throughout the whole process of sedimentation."

"What are your opinions and suggestions on PEAK's equipment?" "can the design and functions of clothes and shoes meet your needs?" Xu Zhida, deputy general manager of PEAK group in charge of clothing production and design research and development, PEAK sports COO, flew to London Olympic Village and asked for feedback from officials of New Zealand, sponsored by PEAK.

In addition to New Zealand, Xu Zhida visited the Olympic delegation sponsored by PEAK and Slovenia, and listened to the feedback from these partners in Algeria.

Such professionalism really contributes to the image of PEAK.

The Olympic Games are undoubtedly the best stage and the best training ground for athletes and sports brands.

We should not only display ourselves in the Olympic Games, but also make a leap for PEAK through the Olympic Games. "

Anta is also like that.

From the day of signing a cooperation agreement with the Chinese Olympic Committee, Anta's sports science laboratory has never stopped receiving athletes from various sports teams in the country, height, body shape, foot type and movement characteristics.

Every detail can not be vague. Every athlete gets a customized product.

"We want to provide the products that meet two functions: one is to protect the athletes, and the two is to improve the performance."

361 degrees has already tasted sweetness.

A survey of 23 large and medium-sized cities in the country showed that the brand recognition degree of 361 degrees before the Asian Games in Guangzhou was 70% - 80%, while that of the Asian Games increased to 97.3%.

After the Asian Games, Universiade, marathon and other discipline, 361 degrees more expect that in this Olympic Games, more consumers will agree with the professional attributes of products, and lay a solid foundation for building a comprehensive professional sports brand.

With them, there are also XTEP, Jordan and Hongxing Erke.

For these enterprises, the greatest value of performance during the Olympic Games is to enhance brand research and design capabilities and product quality by competing with international brands on the global stage, providing an excellent training opportunity for enriching product categories and enhancing competitiveness.

"Brand is a kind of precipitation, a large number of marketing events, throughout the whole process of sedimentation."

Quanzhou entrepreneurs who participated in the Olympic Games invariably talked about this experience.

In their eyes, the marketing of enterprises during the Olympic Games is no longer just an advertisement, a spokesperson, but a comprehensive presentation of brand image.

The 16 day London tour, the "faster, higher and stronger" spirit of the Olympic Games, is affecting everyone involved in it and precipitated as part of the brand of Quanzhou.