Lining Anta 31St Nike Nike Olympic Marketing Inventory

The Olympic Games have come and gone.

The gold medal was settled and the Olympic marketing ended.

17 days of Olympic Games, tens of millions of faces, brilliant scenes of competition, complex mood of watching competitions, and many businesses competing for Olympic marketing have become our Olympic memory.

Many readers may be puzzled or even confused about this picture. They are either dressed in Lining or dressed.

Or wearing Adidas or wearing 360 degrees, they are active in the water, track and field, green field, track competition, after winning medals, changing Anta to the podium, why? So I do not know that the Olympic marketing campaign is quietly staged between the replacement.

London Olympic Games, affected by the sporting goods industry, is also affected by the changes in the venue. The sports vendors' advertising placement in the Chinese market is more rational and prudent than before.

In the first half of this year, the total volume of traditional advertising sales of sporting goods brand in China decreased by 23% compared with the same period in the first half of this year. In the first half of 2008, the advertising sales of sporting goods brands in the Chinese market increased by 80%, according to information released by the information agencies.

In 2008, on the eve of the Beijing Olympic Games, Nike was the champion of advertising in China's sporting goods market. In the first half of 2011, the London Olympic Games Nike began to sharply reduce advertising in the Chinese market. In 2011, the ranking dropped to sixth place, and 2012 advertising dropped by the top ten of the sporting goods industry.

Apart from the sponsorship of Olympic sponsors, Adidas has changed to two level sponsors. Compared with the same period last year, its advertising volume dropped by 45% in the first half of 2012, a drop of 35% over the 2008 Olympic Games. Adidas employees also said on micro-blog that advertising during the Adidas Olympics was not enough.

Local brands such as Lining, Anta and kappa have also declined in advertising.

According to monitoring data, in the first half of 2012, the increase of traditional advertising in sports industry was the lowest in nearly five years, only 3.9%, lower than the growth rate of 14.2% in the same period last year, which is also lower than that in the first half of 2008.

Curve marketing

Sports have the power to change the world; sports, stimulate people upward; sports, with a strong entertainment and interaction, can cross the race and cross the communication gap, and become the most popular public participation project.

Because of that, sports marketing, carrying sports spirit, has become a popular marketing mode which is widely favored by enterprises, and Olympic marketing is no doubt the highest level of sports marketing. It is the marketing platform for many enterprises to pursue.

Data show that the sponsorship cost of the TOP level sponsor at the Beijing Olympic Games is $60 million, and the TOP sponsorship of the London Olympics will be over $80 million.

High sponsorship fees and exclusionary principles make the sponsorship Olympic Games the only choice for very few rich and handsome enterprises.

The London Olympic Games strictly protect the commercial interests of sponsors. In order to prevent the sale of non official sponsors during the competition, the London Olympic Organizing Committee also sent out the Olympic brand police officers composed of lawyers and law enforcement officials to avoid the "camping sale" of non sponsors, or "embezzle" Olympic logo and slogans, or mention Olympic related content in advertisements.

This will greatly test the marketing innovation ability of non sponsor enterprises and the coping ability of emergencies, and also test the curve marketing level of enterprises.

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In Olympic marketing, Lining made many breakthroughs and achieved remarkable results.

Lining is a sponsor of China's badminton, Chinese table tennis, Chinese diving team, Chinese gymnastics team, Chinese shooting team and other five gold medals. Lining also sponsored the Swedish Olympic team, the American diving team, the Argentina and Spain basketball teams, and the track and field athletes Isinbayeva, Powell, Thohir Andersson, Christian Tel and others are Lining's spokesmen.

Lining's gold medal team has been very rewarding, and has attracted the attention of many audiences at home and abroad. It is believed that Lining's LOGO and brand image have soaked to the hearts of the five gold medals in the Olympic Games when they compete for gold in Lining.

In addition, Lining's "let the change happen" TVC in the TV media, video sites, including the copy "in the arena of life, you and I have doubted ourselves, wandering, lost, impetuous, so what? I believe that courage, persistence, dreams, change, so that change happens, you can, I can."

To arouse people's fighting spirit is not only to all athletes, but also to all spectators, and also to the Lining people in the very period, which resonates with many audiences.

In micro-blog marketing, Lining also attacked Sina and Tencent's two largest micro-blog platforms. Its Sina official micro-blog had 10 fans, and Tencent's "Lining team" had more than 90 thousand fans. According to netizens, Lining micro-blog team stayed in front of the TV all day, stared at the competition, created the match, and reported the performance of Lining's signers in the Olympic Games at the first time, and the theme of the change was closely related to Lining, which interspersed Lining equipment and official website activities. In addition, the fans were interacted with fans of two platforms, and achieved good communication results.

In addition, Feng Zhe, a member of the Chinese gymnastics team and the new Olympic champion, became popular in micro-blog and played a positive role in the spread of Lining's brand.

During the Olympic Games, many media interviews with Lining, founder of Li Ning Co and Prince of gymnastics, also increased the exposure of Lining brand during the Olympic Games.

Anta, cross-border marketing is very popular.

London Olympic marketing, Anta also chose to attack more, but its cross-border marketing style is very different, let the industry commend.

The London Olympics is the heaviest event for Anta to sponsor the Chinese Olympic Committee. It is also the last event in the 2009~2012 cooperation period.

Anta marketing has always strengthened and pmitted the brand image of "representing China" and "representing the essence of sports". Anta has built the champion dragon clothing TVC, and the champions of sina and China Star cooperation face to face. In London's Chinese home, the media spontaneously disseminate the winners' award pictures, which are the extension and elaboration of this marketing core.

On the other hand, in the pedestrian streets of several important cities in the country, such as Guangzhou's good Plaza, Optics Valley in Wuhan, the Wangfujing street in Beijing and the middle street in Shenyang, Anta has set up temporary sculpture or outdoor advertisement for the champion dragon suit, becoming a local street view.

In addition, Anta is also working with International Olympic Committee partners, P & G, McDonald's and the Chinese Olympic Committee partner Hilton Hotel, to jointly create "Olympic brand alliances" and carry out cross-border marketing, so that more viewers can feel the strong atmosphere of the Olympic Games closer and closer to the intimacy of the Olympic games.

During the Olympic Games, the WAL-MART Olympic experience center of 380 Procter & Gamble companies will display the model of "the Chinese delegation's Champion Award dress" for consumers to take photos.

When consumers buy Procter & Gamble's designated products to reach a certain amount, they can also receive prizes for the Chinese delegation's Champion Award dress or a prize winning T-shirt.

McDonald's store manager and cashier are wearing the Anta China sports delegation's award dress or Anta's award winning T-shirt.

At the same time, McDonald's "daily champion activities" each store will draw a "champion dragon clothing" every day.

The 20 Hilton Hotel in China specially set up the Anta award dress exhibition hall, so that customers can feel the Olympic atmosphere instantly.

Cross border marketing has become a highlight of Anta's Olympic marketing. But in micro-blog marketing, Anta seems to be more amateur. Its Sina official micro-blog Anta sports fans only have more than 1 thousands of people. Some of the contents are released regularly through share button or leather skin time. The original content is not enough and the number of interaction is relatively small.

The national press corps and Populus tomentosa

According to the relevant person in charge of the 31st degree company, the marketing expenses during the Olympic Games will account for 50% of the annual marketing expenses.

31st sports is CCTV Olympic Channel.

The sponsors are the sponsors of the Olympic Committee of the DPRK, Belarus, Latvia, Croatia, Maldives and other countries. In addition, they also sponsored several Chinese teams including the Chinese handball team, the hockey team, the softball team, the triathlon, the modern five, the self driving team, and so on. In addition, the 31st degree also signed the big white poplar Sun Yang, Steve Hooke and Kevin Le Fu.

During the Olympic Games, the sports performance of Sun Yang was very good. The brilliant performance of Olympic Games became the biggest highlight.

After Sun Yang won the gold medal, the store was replaced by Sun Yang, one of the most loved POP.

During the Olympic Games, the CCTV press group was dressed in a 360 degree dress and received a very high rate of attention and attention.

In addition, the performance of the 31st degree in the new media marketing is good. The National Press Group on the eve of the Olympic Games is launched on Tencent's QQ show, Tencent micro-blog, Sina micro-blog, Renren and other social platforms, creating a strong Olympic atmosphere and achieving good marketing results.

31st degree micro-blog marketing is also eye-catching, its Tencent micro-blog has more than 50 listeners, Sina micro-blog has more than 20 fans, content is original, graphic and interactive, the effect is also good, Sun Yang wins the t-shirt t-shirt interactive forwarding times up to 2500 times.

Nike

At the London Olympic Games, no one sponsored Egyptian delegation appeared on the stage. They wore the sportswear Nike sportswear, which was thought to be "cheap and good enough".

A member said, "for example, we have a big Nike logo on our sports backpack, but we write Adidas on the zipper."

After the exposure, it attracted many attention, and even domestic enterprises wanted to "help Egypt" at a critical moment. Nike launched its sponsorship of a number of genuine clothing for Egyptian athletes.

The resolute handling of the Shanzhai equipment incident has won praise for Nike.

The London Olympic Games, Nike's two largest popular card, Liu Xiang, was injured and retired. Li Na went out early. The seven teams sponsored by Nike were basketball, tennis, wrestling, archery, beach volleyball, weightlifting and track and field. Weightlifting and track and field performance were good. The other states were not good enough, which did not attract much attention. Although it was a bit sad, it did not seem to upset Nike's Olympic marketing layout.

Nike has accumulated rich experience in covert marketing.

The advertisement of "great athletes not only in London" and the video of "great spirit of sportsmanship" everywhere, "great is not only a few people" and so on, "all efforts are heroes", TVC's London advertising and English London show Nike's hidden marketing ideas.

Similar to Li Ning Co, Nike also has a group of people staring at the TV set and putting it on the micro-blog team. The difference is that Lining has character subjects, while Nike has no specific characters or even pictures of locations, with the great body of micro-blog, making "live your greatness" into a popular fashion in micro-blog.

Adidas is the two tier sponsor of the London Olympic Games. It is a sponsor of the host country in Britain. It also sponsors Australia, France, Germany and other 10 countries' Olympic committees.

For the Chinese Olympic legion, Adidas's luck is not much different from that of Nike. Its sponsorship of the Chinese men's and women's volleyball teams and China's men's volleyball teams perform poorly, with no grain in them, and have gained some results in fencing and boxing.

In the Chinese market, Adidas's marketing doesn't seem to be working hard, except for TVC, who is fully committed to China. Besides, the launch of the polyong ring at the designated store does not give the audience a particularly memorable marketing strategy.

In the Olympic marketing, XTEP played the leading role in Gatlin. When Gatlin won the bronze medal, XTEP also changed the theme of the shop display to Gatlin's image for the first time.

In addition, XTEP launched the "XTEP running fun London" campaign on Tencent website. Its marketing strategy seems to be specially designed for XTEP's running products, including signing Gatlin.

PEAK is the Olympic Committee of 7 countries such as Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus. PEAK's official micro-blog concluded that PEAK's seven delegations won 7 gold, 5 silver, 7 copper, 19 winning awards for the London Olympic Games, and overseas dealers who wanted to become overseas agents through the Olympic Games.

Jordan sponsored the three delegations of Turkmenistan, Mongolia and Mongolia. They also named some columns of CCTV, launched the Olympic cheer group on the portals, and won 13 and 5 medals respectively in the London Olympic Games, and the three Olympic teams in Iran, South Africa and Uzbekistan respectively. They won 12, 6 and 4 medals respectively.

Olympic Games is a bridge and bridge between sporting goods and sports. It is also an important opportunity for sporting goods brands to make use of the Olympic Games to enhance brand influence. Apart from marketing, there is a series of cooperative relays such as products and terminal coordination, so as to finally form the comprehensive competitiveness of the brand.

Scanning the whole Olympic marketing has made great progress in connection with physical shops or online activities, but there is still much room for improvement in interaction with terminal sales.

What needs to be emphasized is that marketing is not the end, but one of the links in relay race. Changing marketing into "winning sales" needs to improve its overall competitiveness.