Jinjiang Shoe Companies No Longer Bet On Athletes?

In the two months before the opening of the Beijing Olympic Games, in early June, the Beijing Olympic Organizing Committee jointly issued the proposal to guard against the Olympic Games' hidden market advertising behavior jointly with the China Advertising Association.

It is indicated that any advertisement for the Olympic Games athletes, coaches, officials and so on as spokesperson for the Olympic Games from August 1, 2008 to August 27th should be suspended in the media.

Although the cake of Olympic marketing resources is very tempting, there are also traps.

How can we take advantage of the Olympic Games Dongfeng's enterprises to take advantage of the Olympic Games and avoid hidden risks?

In June 3rd, the Beijing Olympic Organizing Committee jointly issued the proposal to guard against the Olympic Games' hidden market advertising behavior. The proposal was strictly stipulated in the advertising control of the outdoor, Olympic venues, and the portrait of the Olympic athletes during the Olympic Games.

During the period from August 1, 2008 to August 27th, any advertisement that uses the Olympic athletes, coaches and officials without special authorization and approval should be suspended in the media. The use of the Olympic iconic venues should also be licensed by the right holders.

Chen Feng, Vice Minister of market development department of the Organizing Committee of the twenty-ninth Olympic Games, said at the press conference that International Olympic Committee requested that all athletes, coaches and officials should be approved by International Olympic Committee in the Olympic Games. At present, International Olympic Committee has authorized the Beijing Olympic Organizing Committee to do the work of approval.

Before the press conference, the Olympic Organizing Committee repeatedly said that it would block the "recessive Olympic marketing".

During the Olympic torch relay, the non Olympic sponsorship enterprises used the torch image to advertise. The non Olympic cooperative enterprises used the Olympic symbols in advertising, or used the "passion 2008" and "run to 2008" elements. When the media set up Olympic related columns, they would cooperate with the non Olympic cooperative enterprises or advertise, and these covert advertising market behaviors would be banned.

The so-called Olympic hidden market advertising behavior refers to the fact that non Olympic cooperative enterprises establish false or unauthorized contacts with the Olympic Games to gain commercial interests.

To put it simply, some enterprises have misled the public by various means to consider that they have sponsorship or other support relationship with the Olympic Games for commercial purposes.

"Hidden market will damage the legitimate rights and interests of the Olympic cooperative enterprises, greatly discourage their enthusiasm for providing financial support for the Olympic Games, and guard against hidden market behavior is an important part of maintaining the relevant market operation rights and franchise rights of the Olympic cooperative enterprises."

Chen Feng said.

Regarding the practice of violating the rules of self-regulation or covert market advertising, Peng Ye, a legal service center of the China Advertising Association, said that the China Advertising Association will adopt the first exhortation, the second admonition and the third criticism. It will be dealt with by the State Administration for Industry and Commerce for the alleged violation of the law, and the Chinese Advertising Association will make public comments through the mass media to give full play to the role of industry self-discipline.

Wei Kaiyuan, President of the East Ren De advertising company, believes that for the "unauthorized and authorized use of the advertising behavior of Beijing Olympic athletes, coaches, and officials", the relevant laws and regulations on the use of portrait rights will indirectly exert strong influence on enterprises.

The athletes advertise for non Olympic sponsoring enterprises. In a sense, the Olympic Games are linked to the propaganda enterprises, and the image of the enterprises can be publicize through the brand effect of the Olympic Games and the celebrity effects of athletes.

Therefore, the organizers will prohibit this "rubbing" behavior.

Jin enterprises have long been able to guard against signs of athletes everywhere in Jinjiang, and there are not many Jinjiang enterprises that are associated with athletes.

361 degree signed the national badminton team, mingle and national weightlifting team, Fujian trampoline team alliance.

On Anta's an taibelieve.com theme website, 20 km race walker Li Gaobo and Song Hongjuan, as well as fencing three swordsmen Tan Xue, Wang Lei, Zhang Liangliang also appeared.

The official promulgation of "unauthorized Olympic athletes' advertisements will be suspended", which means that during the period from August 1, 2008 to August 27th, the advertising behaviors of athletes, coaches and officials of Beijing Olympic Games without authorization and approval were suspended.

Will these Jinjiang sports brands be associated with athletes?

Reporters learned that most of the Jinjiang enterprises have been prevented.

Xu Yang, director of Anta brand management center, told reporters that the promulgation of unauthorized Olympic athletes' advertisements will not affect them. They have already prepared for it, but it is not easy to disclose at present.

361 degree brand director Lingjun said that there will be appropriate advertising arrangements during the Olympic Games, and details will not be made public.

He is a strategic partner of China weightlifting team and allied with the Fujian trampoline team early this year.

For this cooperation, Ding Siliang, chairman of mingle sports, admitted that Fujian's trampoline player was the champion of the 2008 Beijing Olympic Games.

Guo Hui, marketing director of mingle (China) Limited, told an interview with our reporter that the company did sign a contract with some of the Olympic athletes and made an advertising film.

"Loss is a little more or less, but it is within our expectation."

Speaking of the ban on participating athletes, Guo Hui said.

He said, when the advertising film will be slightly edited and broadcast again.

Why did the vice president of Mr. del Hui say that the ban has little effect.

Del Hui joined the Bayi gymnastics team in three years and signed with gymnast Xiao Qin, who has "pony God".

Why bother to disclose that in fact, some of the gymnastic movements in the advertising film are completed by Xiao Qin's teammates.

"For the full preparation of Jinjiang enterprises, Wei Kaiyuan said," the Olympic Games Organizing Committee will put an end to the Olympic Games invisible market behavior, as early as the beginning of this year has been clear, but not officially announced.

Therefore, most enterprises have planned to arrange advertising in this period.

It is not always possible to bet on athletes. Many of the "hands" athletes in the interview also believe that despite the resources of competitors, athletes are not placed in the key position in the company strategy, so they are not affected too much.

Take del Hui as an example, although Xiao Qin joined hands with "pony God", Xiao Qin's promotion of the company is not a "big thing."

"Del Hui" Golden Triangle "includes Jay Chou, Xu Gehui and Xiao Qin this year.

Why bother introducing it.

In his view, the company pays more attention to the cooperation with Phoenix Palace column "hand in hand 2008" and the host Xu Gehui.

Although Xu Gehui is not an athlete, as a host of Olympic Games, he can not ignore the relevance of Olympic Games.

At that time, we specially consulted the Olympic Organizing Committee. Can we use this column name?

The Olympic Organizing Committee said that although the word "2008" can not be abused, the "2008 hand in hand" as the name of the column can be adopted.

Why bother talking about it.

"Even if it's an advertisement for athletes, athletes are not the key to promotion."

Guo Hui also said, "athletes are only a factor in promotion, but it is not the most important factor. There are more forms of appeal for the brand spirit."

In addition, many enterprises such as del Hui also said that because of the high cost of promotion during the Olympic Games and during the Olympic Games, they put the highlight of this year's promotion plan behind the Olympics.

This happened to avoid the period when the OCOG's ban was focused on "prevention".