Hongxing Erke: Olympic Marketing Is Just The Beginning.

Less than two months from the opening of the 2008 Olympic Games, Wu Rongzhao did not stop running on the first day of the 48 kg women's weightlifting competition.

The Chinese women's weightlifting team is a national sports team sponsored by Hongxing Erke.

As early as 2007, Hongxing Erke signed the Chinese women's weightlifting team as its main sponsor.

Shooting the Olympic Games in Beijing, shooting and weightlifting are the two most promising gold medals of the Chinese team on the first day of the August 9th Olympic Games.

At the end of May, Hongxing Erke group held a grand launching ceremony of the "football strategic development plan" at Grand Hyatt Beijing Hotel.

Wu Rongzhao, vice president and executive director of the group, announced in a high-profile manner that Hongxing Erke entered the field of football to carry out marketing.

"The work related to Olympic marketing actually ended very early, except for some details of adjustment and contingency mechanism.

Now the planning, negotiation and activities are all the post Olympic Games.

Wu Rongzhao said.

After fierce competition for Olympic marketing, Wu Rongzhao believes that the real competition has just begun.

For the first Olympic gold medal, there is only one partner in the sporting goods industry of Beijing Olympic Games. When Adidas invested 1 billion yuan into its arms, many domestic sports brands were looking for "other possibilities".

Hongxing Erke "bet" on the two item, one is the performance of the Korean national team, one is the 48 kilogram weightlifting Chinese women weightlifting team can win the first gold medal of this Olympic Games.

In order to compete for the first Olympic gold medal, Hongxing Erke has set the stage.

As early as 2007, Hongxing Erke signed the Chinese women's weightlifting team as its main sponsor.

Shooting the Olympic Games in Beijing, shooting and weightlifting are the two most promising gold medals of the Chinese team on the first day of the August 9th Olympic Games.

Today, the shooting team has labeled Lining, and Hongxing Erke is betting on the Chinese women's weightlifting team.

The shooting competition will be held between 8:30 a.m. and 3:30 p.m. the weightlifting competition starts at 10 and ends at 12 noon.

So Lining and Hongxing Erke compete for the "first gold" opportunities each half.

"If weightlifting can get the first gold, this is a great excitement.

We think this point should be grasps. "

Wu Rongzhao disclosed the then consideration to the first financial daily.

At present everything is ready, it seems that the first gold battle day is not just on the court.

The high exposure rate of China's first Olympic Games and the first gold medal of the Chinese team is the opportune moment for Hongxing Erke not to miss the brand promotion.

Besides sponsoring the gold medal projects with concept packaging, cooperation with other countries' Olympic committees is also a model that Hongxing Erke pioneered.

Wu Rongzhao said that after a series of carding studies, the brand sponsorship Olympic Games in the market also showed a distinct echelon, like the arrangement of gold winning powers, and Nike and ADI and so on have joined the Chinese team, the Russian team and the US team.

Hongxing Erke's strategy is to avoid the competition at the highest level. In November 2006, he signed a cooperation agreement with the DPRK on the global cooperation partners of the North Korean Olympic Committee. When the Beijing Olympic Games were announced, the DPRK delegation would wear the "Robe" of Hongxing Erke.

Wu Rongzhao told the first financial daily, although North Korea's overall sports performance is not strong, but in some projects has a strong ability to win, especially in ping-pong projects, and the National Stadium project will also attract considerable attention.

The Olympic regiment of the "second and third tier" was subsequently emulated by many Quanzhou brands.

Thereafter, Kang Tai signed a contract with the Lithuania Olympic Committee in April 2007 to become a partner.

In August of the same year, PEAK group became a sponsor of the Iraqi Olympic delegation. It will provide all the sports equipment and the full cost of the Olympic Games for the Olympic delegation of Beijing.

In the next month, Lu You (China) Limited held a grand ceremony in Jinjiang to sponsor the signing ceremony of the Tajikistan national team for the 2008 Beijing Olympic Games.

In February of this year, XTEP signed a cooperation agreement with Belarus's ambassador to China and officially became the exclusive sponsor of the Belarus Olympic team's award equipment.

For a time, all kinds of LOGO will appear on the athletic field and sportsmen's clothing.

Regarding this, Cen Chuanli, deputy director of CCTV sports department, said in an interview with "First Financial Daily" that at present, the marketing competition of Fuzhou footwear enterprises is very fierce, but the high cost of marketing in the short 15 days also causes the industry to have "excessive" concerns.

CEN Chan believes that at present, the bonding degree between domestic sports brand and sports industry is relatively low, and the sponsorship situation and purpose are somewhat extensive.

Wu Rongzhao seems to have seen this after the Olympics.

In his interview, he pointed out that domestic sports brands are still at the initial stage in marketing, and there are still many ways to explore.

As the first Chinese brand to launch the 3D ad in the European top soccer tournament, Hongxing Erke group will extend its business to Bundesliga, Serie A and the Premier League next season.

The Olympic Games involve a wide range of projects, and a successful marketing with a high degree of cohesion is to enhance the value of the brand on a project or a similarly talented athlete.

Nike hired Jordan as spokesperson in 1985. This initiative has made Nike fame and performance red. With the deepening of the NBA tournament in China, it has rapidly promoted its popularity in the Chinese market. It has created the impression of a generation of young people playing basketball on Nike shoes.

In Wu Rongzhao's view, basketball marketing in China must avoid the international first-line brand Nike, and the CBA League has also signed a long-term cooperation agreement with Anta, which is very difficult to make differentiation in this field.

The direction after the 2008 Olympic Games has been gradually established. After the Olympic brand marketing, Wu Rongzhao told the first financial daily that tennis and football should be used as the main axis to continue to strengthen the position of Hongxing ERK in tennis, and then to make a new field in football to attract more audience.

Wu Rongzhao also said that after the Olympic Games ended, a heavyweight football player in international football field will come to China and become the first football spokesman of Hongxing Erke, representing Hongxing Erke to attend the football activities in China, so as to embody the power of Chinese elements in international football.

With the scramble for these competition resources, the integration of domestic brands is about to begin.

At present, there are about a dozen famous sports brands in China. The first stage of these enterprises, after experiencing the processing of raw materials and supporting foreign brands, has created their own brands. In the second stage, integration and merger will take place. In the third stage, Wu Rongzhao believes that the remaining 5 to 6 enterprises in the market will become the main coverage of the second and third tier cities in the domestic market under the international brands such as Adidas and Nike.

Within the control of the marketing budget, strong marketing line-up requires strong marketing budget support.

Wu Rongzhao disclosed that in 2008, the company's marketing budget will increase over the past. Before the sales budget of Hongxing Erke accounted for about 13%~14% of sales, this year's marketing cost may account for about 15% of the total budget.

Wu Rongzhao believes that this proportion is still under control. After the heavily involved in Olympic marketing in 2007, Hongxing Erke's vision was no more than 17%, but only 14% after last year's report.

In 2007, Hongxing Erke's sales volume was 2 billion yuan. According to the average growth rate of the industry 30%, Hongxing Erke's sales performance in 2008 will be above 2 billion 600 million yuan. According to this calculation, Hongxing Erke's marketing budget in 2008 may be nearly 400 million yuan.

Apart from the sponsorship of the event, the late publicity will also occupy more.

Wu Rongzhao said, in fact, there is a prevailing international proportion: to spend a dollar to sponsor, at least spend two or three yuan for publicity.

At present, there is still a certain gap from the operation standard of domestic brands.

In the field of sports marketing, how to make money without white flowers is to spend more money to sponsor events to enhance the influence of the project.

Nike's marketing has also promoted the basketball position of people in China.

When Hongxing Erke enters the field of football marketing, in the long run, there will also be plans to help Chinese young players enter international top competitions and tap potential stars.

This will be the real "brand" marketing of brand and industry.

As Yang Shitou, an official executive consultant and integrated marketing expert of Beijing Olympic Organizing Committee, said, sponsoring the Olympic Games is a matter of cost. It is actually a question of the fit between a brand and the Olympic Games and the global operation capacity of a brand.

He believes that the Olympic Games are only a phase cycle. Enterprises should also see the trend and trend of sports, and choose suitable events according to the actual situation of enterprises.