What Are The Lack Of Olympic Marketing For Shoes And Clothing Enterprises In China?

2012

The Olympic Games came to a close last month. 361 degrees in the shoe industry should be particularly happy in the Olympic Games, because it was a treasure to Sun Yang.

Before the Olympic Games, Sun Yang signed a low price at 361 degrees. At the Olympics, Sun Yang was famous. He won two gold medals in the 400 meter freestyle and the 1500 meter freestyle.

In addition, the silver medal in the 200 meter freestyle and the bronze medal in the men's 4 * 200 meter freestyle relay were included 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.

In 2012, the London Olympic Games came to a close last month. In the shoe industry brand, the 361 degree should be particularly happy in this Olympic Games, because it was a treasure to Sun Yang.

Before the Olympic Games, Sun Yang signed a low price at 361 degrees. At the Olympics, Sun Yang was famous. He won two gold medals in the 400 meter freestyle and the 1500 meter freestyle.

In addition, the silver medal in the 200 meter freestyle and the bronze medal in the men's 4 * 200 meter freestyle relay were included 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.

However, there is always a little regret behind happiness and happiness.

If it wasn't for 361 degrees to take the initiative to declare Xuan, few people knew Sun Yang was the spokesman for 361 degrees.

During the Olympic Games, the 361 degree LOGO did not appear on Sun Yang's costume.

Even after Sun Yang won the gold medal, there was no impressive action at 361 degrees.

The action is too small, the strength is not enough, and has not been fully excavated. For 361 degrees, this is a great pity.

The contrast with 361 degrees is Nike.

In August 7th, Liu Xiang accidentally fell in the 110 hurdle preliminaries, and missed the semi-finals.

Only a few minutes after the game, Nike first released a new ad: "who dares to come to the top of the summit, even if the body is hurt, and the heart is unwilling."

Let 1 billion 300 million people use one leg to accompany you to the finish line.

It's great to live together and fight for flying! "Although this is suspected of speculation, it still makes Nike make a gimmick.

361 degrees of regret, Nike's success.

In contrast, the Chinese Movement

What does the enterprise lack in Olympic marketing?

1. Lack of preparation

Every moment in the Olympic Games may lead to great business opportunities.

However, without adequate preparation, opportunities are fleeting.

Nike did not sponsor Sun Yang, but in the Sun Yang 1500 meter freestyle competition broke the world record for half an hour, micro-blog updated the "great, is the world record to catch up with you" print ads, showing Nike's attention to sports spirit, no sponsorship.

And this action is absolutely inseparable from its full preparation.

Let's look at Chinese companies. It seems that we are caught unprepared.

Two, Que Zhihui

For enterprises or brands, it is necessary to complete the competition in the most direct and fastest way. It needs not only quick response ability, but also long term accumulation of business intelligence.

Sun Yang, who signed a contract with Coca-Cola, has done quite a bit of chic advertising. Sun Yang's "I miss home" is more touching.

Although Chinese enterprises invest heavily in Olympic marketing, they always find out the right position, so that each investment can produce greater benefits.

Because of the lack of marketing experience and the simple consideration of Olympic marketing, Chinese enterprises are very passive.

Three, lack of team

Huang Xiangyan, director of communications in Greater China in Nike, said in an interview that Nike responded so quickly.

The fall events benefited from strong team support from behind: Wieden+Kennedy, Ya cool, Rui domain marketing and media.

This is a special group that closely follows the progress of the Olympic Games. It aims at implementing the brand response at the most appropriate time to help enlarge the brand information.

In addition to providing sports equipment for athletes, Chinese enterprises do little in terms of such team services.

Under the background of the financial crisis, such large-scale sports events such as the Olympic Games are seen as an excellent opportunity to stimulate economic development and enterprises to build brands.

Young Chinese enterprises are also struggling to win the London Olympic Games in the face of difficulties in the domestic market.

However, due to various reasons, there is a certain gap between actual results and expectations.

Maybe we are not mature enough, but learning and changing will make us better and better.