Quanzhou Footwear Industry Preparation For "Post Olympic Marketing"

On Monday, the Olympic flame, "auspicious clouds", passed through in Quanzhou, setting off waves of heat from all walks of life in Quanzhou to welcome the Beijing Olympic Games. Reporters found that the theme of the Olympic Games has become the starting point of many brands' planning and promotion activities. In order to avoid being submerged in the current brand promotion, some shoe companies in Quanzhou have opened up a new path to "Post Olympic marketing" plan. They plan to invest in large-scale brand promotion after the Olympic Games, so as to maximize the effectiveness of the image. Recently, with the influence of the "Haibo", Qi Qi held the opening ceremony of "supporting millions of Olympic Games and loving China" in Shishi clothing city. Cai Jianlei, general manager of the sporting goods Co., Ltd., said the signing will be launched in stores all over the country, and the final signatures will be displayed on the opening day of the Olympic Games in August 8th. Cai Jianlei further explained that competing with many sports brands before the Olympic Games and during the Olympic Games, the planning of the Olympic Games will put more resources and energy behind the Olympic games besides the "million signature" activities. "We are going to look for another Olympic champion after the Beijing Olympics." Cai Jianlei believes that it will be more accurate and effective to find another spokesperson after the Olympic Games, and there will be more articles to do. It also tends to be a strategy of "post production". Another local sports brand, Golden Lake, also has the intention to attack again after the Olympic Games, so as to avoid the competition peak period of many brands during the Olympic Games. Yao Hui, marketing director of Golden Lake sporting goods limited, said that in the face of the current rush of Olympic express, Kim lake will not follow up, but will choose to attack again after the Olympic Games. "Including new spokesmen, advertising and other promotional activities, we will formulate more pertinence after the Beijing Olympic Games." Yao Hui said that the Olympic Games bring great opportunities to the sporting goods industry, but at the same time, it has attracted unprecedented fierce competition. These competitions are not only from domestic counterparts, but also from international brands. Some local brands choose to participate in the competition at this time, they have to invest more money than usual. The effect is not necessarily obvious. Therefore, Yao Hui believes that, from a tactical point of view, it is not as good as killing 42 people after the Olympic Games. The special assistant to President of del Hui sporting goods Co., Ltd. also expressed similar views. He believes that the Olympic Games are universal for the domestic market. In addition to the competition among domestic brands, the major international brands of various industries have invested heavily in this period. The investment of enterprises at this time is not big enough and the bright spots are not distinctive enough. In the end, it will inevitably be overwhelmed by the huge waves of brand promotion, which will not achieve the desired result if they spend too much money. "It is a good idea for enterprises to increase investment after the Beijing Olympic Games." Luo Shijin, the international marketing organization of Gao pun Sheng, believes that the heat provided by the Olympic Games to the market is only a short period. However, the market is long-term. Enterprises need Olympic marketing, and they need rational thinking based on the cost. Besides, Olympic marketing does not have to be held before the Olympic Games or during the Olympic Games. "As long as we do the Olympic Games well and plan well, we can also do Olympic marketing after the Olympic Games." He said.