After The Closing Of The Olympic Games, Who Will Be The Last To Brand Shoes?

The London Olympic Games closed at 13 a.m. on the morning of 4.

Traditionally, the Olympic Games are not only a competition for athletes from various countries, but also an important position for major brands.

In this arena, a marketing war also started early.

Like athletes, they have joy and tears.

In marketing war, there are also several joys.

Who is the main sponsor of Adidas Nike?

According to British reports, Adidas has invested more than 100 million pounds in London Olympic Games.

One of the biggest sponsors.

However, for the public, Nike and Adidas are the sponsors of the London Olympic Games. The answer to this question is not very clear.

In an online survey of 1034 American consumers in from July 16th to 18th, the US survey agency Toluna showed that 37% of respondents mistakenly considered Nike to be an Olympic sponsor, while only 24% of respondents knew Adidas was officially recognized as a sponsor.

Zhang Qing analysis, although some big brands to spend money to become a sponsor of London Olympic Games, consumers do not seem to buy it. They not only do not know that they are sponsors, but often mistaken their competitors as sponsors.

This happens not only to Adidas and Nike, but also to the Olympic Games.

In fact, this is the ambush marketing in the Olympic Games.

Ambush marketing means that non event sponsors make false impression on consumers through various marketing activities, and mistaken that they are sponsors or have some connection with events.

The careful public will also find that compared with Adidas, the average consumer will feel that Nike is more vigorous and more like sponsors when the cost of promotion is sufficient.

At the same time, the core of Nike's sports marketing is not only the spread of advertising, but the complete marketing system and contingency skills.

Sun Yang scramble for fun.

"After the London Olympics, Sun Yang will shine and his business value will increase greatly."

Zhang Qing, President of Beijing key Road Sports Consulting Co., Ltd., the key sports value research institute, asserted to this reporter.

At the London Olympic Games, Sun Yang's name glittered: he won two gold medals in the 400 meter freestyle and the 1500 meter freestyle, and also included the bronze medal in the 200 meter freestyle silver medal and the men's 4 x 200 meter freestyle relay in the capsule.

For a while, his micro-blog fans rose to tens of millions, and even many entertainment stars expressed his admiration for him.

Compared to Sun Yang, the company should be happy.

Zhang Qing told reporters that according to his understanding, before a long period of time before the London Olympic Games, the 31st degree company started the "curve policy" of Olympic marketing. "The company originally wanted to sign the national swimming team, but Speedo and other companies have already started early, so they found the Zhejiang swimming team at 360 degrees. At that time, one condition was to sign the Zhejiang swimming team, and also to sign Sun Yang."

In reply to our correspondent, the public relations department said that they actually saw Sun Yang's contribution to the Chinese swimming from the 2009 Shanghai swimming world championships and the 2010 Guangzhou Asian Games.

The company did not disclose the amount of Sun Yang signed before, but it was reported that it should be million level.

Yi Jiandong, Vice Chancellor of Jiangxi University of Finance and Economics, who studied sports marketing for a long time, analyzed to our reporter that Sun Yang could rise to tens of millions of dollars after the London Olympic Games compared with Liu Xiang after the Athens Olympic Games.

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Liu Xiang marketing enters freezing period

For sports fans, Liu Xiang's fall at the London Olympics was just a conversation, but for his sponsor, it was like a bolt from the blue.

According to the analysis, in 2008 only because of Liu Xiang's retirement, the sponsors lost a total of 3 billion yuan, while Liu Xiang himself lost more than 100 million yuan.

Zhang Qing said that today, Liu Xiang's advertising sponsors and partners will have to accept greater losses.

Yi Jiandong said that in this Liu Xiang incident, it also reflects that the international brand's grasp of crisis public relations is better than that of domestic enterprises, and domestic enterprises in this regard need further improvement.

This time, after the failure of Liu Xiang, many international Brand Company's marketing copyrights were changed into inspirational lines immediately.

For example, Nike's copywriter is "let 1 billion 300 million people jump to the finish line with one foot".

BMW China says, "there will always be someone who will remember the movement and glory you bring to the Chinese people, and there will surely be someone who understands your heavy responsibilities and pain."

Zhang Qing analysis, Liu Xiang fell, in essence, is a crisis public relations, mature enterprises and advertisers tend to have more powerful strain.

They give out advertising slogans full of humanistic concern, and show that they are confident and spokesmen to start out again, because it is much more effective to provide timely help than icing on the cake.

Despite the fact that crisis PR has been achieved, Liu Xiang's commercial value is going to go downhill.

Zhang Qing said that in terms of some enterprises he contacted, they used to sign Liu Xiang at all costs, believing that everyone's attitude should be wait-and-see. "In the short term, his advertising revenue will drop and enter into a freezing period from now on, because the overall public opinion environment will limit his business value."

Can Liu Xiang say that he can't turn over? Zhang Qing said, "that's not necessarily true. An athlete not only has commercial value, but also has social value. If he can make a good communication with the public in the future, re shape his image, or choose to enter the IAAF to promote the development of track and field in China, or to engage in public welfare, it is possible to retrieve his image."

Yi Jiandong said that in the Olympic marketing war, Waterloo's advertisers not only signed by Liu Xiang, but also the advertisers of Li Na may encounter challenges, because Li Na did not bring good results this time, "this is the brutality of sports marketing, your performance is not good, advertising endorsements will immediately decline."

Olympic marketing is much more concerned.

Olympic men's Foil Fencing gold medal winner and Xu Lijia, Olympic women's gold medalist, are also the shining stars of this London Olympic Games. One of them is to realize the zero breakthrough of Chinese men's foil in Olympic gold medal. One is to win the first Olympic gold medal in Chinese sailing history. After two people won the championship, its endorsement of BMW advertisement also appeared for the first time in front of the audience.

There are many people in the forum said, "why is the advertiser's eyes so" hot? "Insiders believe that the car giant must have won more than two thunder and Xu Lijia, and they have adopted the strategy of" wide variety and thin harvest ", that is, to prepare more than a few seedlings, and two or three of them will blossom and bear fruit.

Zhang Qing, President of Beijing key sports Consulting Co., Ltd., the key sports value research institute, said that in fact, this is also some advertisers' Olympic marketing strategy, and eggs are not placed in the same basket.

Attentive viewers will find that although the Chinese team has won a large number of gold medals in China at the London Olympic Games, it is the gold medal winner of the Chinese Legion. However, the Legion's endorsements are few and far between. Why is this?

From the international perspective, basketball players, football players, golf players, tennis players, F1 players and rugby players are ranked the top in terms of their income and status. In addition, when brands choose endorsements, they also need to consider whether there are suitable advertising creativity or performance in sports.

Insiders said that in fact, brand choice endorsement also has a lot of attention, for example, an athlete more than 6 brands endorsement, brand enterprises will choose to replace others, "like a good wine, if so many people drink, dilute will not taste."

In addition, the choice of endorsement should also consider the preferences of athletes themselves, otherwise, "strong twisted melon is not sweet, he simply does not like his endorsement products, performance alone is not able to come."