Olympic Shoes And Clothing Enterprises Will Settle Accounts After The Autumn, And The Soul Of Marketing Can Not Be Lost.

On the one hand, we want to enhance the brand awareness with the help of the Olympic Games, and to open up our own strategies. On the one hand, we must face the soaring cost of marketing sponsorship. With the change of brand business idea, is it difficult for Olympic marketing to be brilliant?

Sponsorship marketing is not worth it?

2008 Beijing Olympic Games Adidas paid a lot of money and earned a shout, but it was hurt by its own miscalculation. In the second years, the stock surged and profits shrank sharply. This is through the Olympic marketing to stimulate the terminal efficiency and enhance performance, the result is "lose the wife and fold the soldiers".

In fact, such as Adidas did not expect the gold medal in the Olympic Games.

According to the analysis of market economy experts, it is possible to increase the popularity of the Olympic Games by 3% by investing 100 million dollars in sponsoring the Olympic Games. International Olympic Committee also conducted a survey, which showed that 80% of Olympic sponsors did not achieve the desired results, and some even had no effect.

The "2008 Olympic marketing report" released by the China Brand Research Institute shows that the large amount of marketing expenses invested in those enterprises that are not ideal for Olympic marketing are likely to drag down the company's performance. Statistics show that only about 25% of the more than 200 enterprises that won sponsorship in the 1996 Atlanta Olympic Games were rewarded, and most of the enterprises received very little short-term returns. The report also shows that in 2008, more than 20 Olympic sponsors' investment in marketing declined, and in the rush stage of Olympic marketing, most of the domestic brands were tired and had no strength to run the last stick. The McDonald's, who almost quit Olympic TOP sponsorship, has also said that after careful calculation, it is hard to get the rewards that are too high.

　 Contradictions among local enterprises

Beijing 2008 Olympic Games for mainland China Shoes and clothing enterprises Very special. With the 2008 Beijing Olympic "express", in the last round of the economic crisis, the local sports brand "turned over" successfully. However, in the past two years, the sports industry has been caught in the cold winter. And this time we left home, can the brilliance of Olympic marketing continue? Every brand is difficult to judge.

To go to London to have a beautiful turn over battle! In this sentence, it is not too much to describe the brand of each sporting goods brand. We all hope to grasp the Olympic business opportunities and enhance the popularity and market share with the help of this global stage.

PEAK said that from 2012 London Olympic Games to the thirty-second Summer Olympic Games in 2020, they will further expand the international market. "Through the efforts of the two Olympic cycles, we have completed the registration in 100 countries, extended the products to 100 countries and regions, and strived to achieve international sales revenue of RMB 10 billion yuan in 10 years." PEAK CEO Xu Zhihua announced the Olympic marketing strategy recently, and hopes to maintain sustained double-digit growth in the country through intensive farming and meticulous management and information technology.

In fact, from the experience of the 2008 Beijing Olympic Games, Anta has established its position in the industry through a series of actions. It can be said that through the Beijing Olympic Games, the sports brand industry is reshuffled, and Anta shook the position of Lining's elder brother. Insiders comment on the impact of the 2008 Beijing Olympic Games on Chinese sports brands.

Now, will the London Olympic Games bring opportunities to China's sporting goods industry? Take Lining as an example, its semi annual report in 2011 showed that the sales revenue of Lining brand in the international market was only 1.7%. This shows that the London Olympic Games can play a very limited role in promoting its overseas sales. {page_break}

In the eyes of the industry, the promotion of the Olympic Games will still exist, and this role is more reflected in the opportunity to clean up the stock by the Olympic Games, adjust the store structure. "The eye effect created by the Olympics can stimulate sales in the short term."

However, Zhang Wenlong, a quiet strategy, believes that China is Brand of sports shoes and clothing This is an excellent opportunity to show up internationally, and it will also drive the domestic market. Not only that, the Chinese sports brand can also change the image, let people's impression of Chinese brand no longer stay in Shanzhai, quality is not high above, but on the European market can display the excellent quality and price advantage of Chinese brand.

"Although the domestic sports brand structure has been basically determined, it does not mean that there is no opportunity. That is to say, with the opportunity of London Olympic Games, it is possible for the brand to choose to go up or down, but there is no doubt that the competition and pressure between brands are very large, especially those behind the crowded brands will become narrower and narrower." Zhang Wenlong said.

　 Never lose your soul in Olympic marketing

In sponsoring the Olympic Games, enterprises must first understand what they want to show the public.

All sponsors regard the Olympic Games as a good opportunity for expansion, and exert their strength on channels, products, technologies and terminals. They just ignore the match with the Olympic spirit, and do not interact with consumers and other related groups without the help of the Olympic Games. This is doomed to get a kind of shallow level harvest - fame, but has not gained reputation, nor has it received greater returns from the market.

The success of sponsoring the Olympic Games is not only the success of marketing strategy, but also the success of culture and the success of cultural strategy. Corporate sponsorship of the Olympic Games should show the public values and values which are more respected and respected outside the business, such as social responsibility, such as the realm of Olympic citizens, such as the so-called corporate culture that can be universal spiritual value.

However, "with similar celebrities, shouting similar slogans and doing advertisements that are not very different from before, many Olympic sponsors from the mainland have made such mistakes in advertising and marketing." Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, believes that only when the Olympic marketing is loaded with the description of corporate culture, can there be a bright logo or event in the expression and complement each other with the whole brand strategy of the enterprise so as to achieve its desired results.

Lu Dongbin, a professor at the Business School of Renmin University of China, also believes that the recognition and reputation of the sponsor have been greatly improved after obtaining the sponsor qualification, but this does not mean that the market can be monopolized. The key is to see if we can give full play to our advantages and turn this advantage into strength and effectiveness.

In Olympic marketing, it is necessary to establish a brand. For a well-known domestic enterprise with such marketing experience, the most important thing is to find a meeting point between its own culture and Olympic culture. For the existing but not famous enterprises, we should strengthen the construction of enterprise culture, take the Olympic Movement culture as the reference, reshape the unique culture, and take the Olympic culture as the basis, take the Olympic Games as the highlight of attracting investment and attracting customers, and formulate long-term strategies for the new enterprises looking for business opportunities in the Olympic Games.

"The disseminator of Olympic culture; the disseminator of Chinese culture; the disseminator of corporate culture. Chinese sponsors should put the emphasis on Olympic marketing on these 3 angles. At that time, Huang Wei, a senior adviser to the Beijing development and Reform Commission, said that the most direct impact of the 2008 Olympic Games in Beijing was the spread of the modern Olympic spirit in China. The fact is that 1 billion 300 million Chinese people do not understand the Olympic culture and spirit very well. Sponsors have the duty and obligation to do such a cultural transmission. Similarly, five thousand years of Chinese culture need to be fully displayed to the world. However, at the 2008 Beijing Olympic Games, many Chinese enterprises did not clearly express their demands for the Olympic Games. I hope it can be adjusted at the London Olympic Games.