Quanzhou Shoe Enterprises, Olympic Marketing, A New Way

"Jinjiang enterprises that have plans to advertise during the Olympic Games should receive relevant notices." In July 21, 2008, Guo Hui, marketing director of mingle (China) Limited, told reporters that as the authorities concerned stopped the "stop orders" of recessive Olympic marketing in place, some well-known enterprises in Quanzhou were busy revising the advertising production plan so as not to be suspected of violating the rules. Guo Hui's so-called "stop orders" refers to the three prohibitions issued by relevant departments recently. In June 3rd, the Beijing Olympic Organizing Committee jointly issued the proposal to guard against the Olympic Games' Covert market advertising act jointly issued by the China Advertising Association. It was proposed that, during the 27 months of August 1, 2008 -8, any advertisement that used the Olympic Games athletes, coaches and officials as spokesmen of the Olympic games should be suspended in the media. The Advertising Association of China issued the "industry self-discipline notice" to create a harmonious and orderly Olympic advertising market environment in July 1st. In July 3rd, the State Administration for Industry and Commerce issued the notice on further building a harmonious and orderly Olympic advertising market environment. Reporters learned that many enterprises in Quanzhou had already established advertising marketing strategies with sports stars and worked with domestic sports teams for a long time ago. Some well-known enterprises invested huge sums of money, and booked the prime time of TV advertisements and the eye-catching position of newspapers. Now, in the face of the three paper ban, how will the marketing plan of these enterprises be adjusted? Olympic "hidden" advertising was stopped, according to the Fujian Provincial Advertising Association responsible person, in view of the Olympic Games hidden advertising marketing behavior, the China Advertising Association will take the first admonition, second admonition, third times the practice of criticism. Advertisements for suspected violations will be dealt with by the State Administration for Industry and commerce. For typical questions, the China Advertising Association will make public comments through the mass media in order to give full play to the role of industry self-regulation. "These regulations allow advertisements to be endorsed by athletes without loopholes." An industry insider told reporters that the International Olympic Committee authorized the Beijing Olympic Organizing Committee to do the examination and approval work, and the use of all athletes, coaches and officials must be approved. Besides, athletes and coaches need to fill out a form before entering the competition. There is a commitment in the form to ensure that their image can not be used for commercial purposes without approval. Reporters learned that at present, Anta, mingle, 361 degrees and other companies have changed the advertising plan. It is understood that during the period from August 1st to 27, Anta will stop the Olympic advertisement advertised by Chinese athletes such as Li Gaobo, Song Hongjuan and fencing "three swordsmen" Tan Xue, Wang Lei and Zhang Liangliang. As the partner of China's weightlifting team and trampoline team, the name of the sports stars will be removed from the sports stars on CCTV and replaced by the new films taken by ordinary actors. In addition, 361 degrees are also running the advertisement of the national badminton team. In fact, some enterprises have anticipated the risks of Olympic marketing. "We have been trying to avoid" electric shock ". For this reason, we have made preparations for it. In addition to shooting advertising films with sports stars endorsements, we have also taken advance advertising films featuring ordinary actors as the leading actors, so now it has not been greatly affected. Guo Hui told reporters that by the end of last year, the industry had heard that the Olympic Games' hidden marketing behavior would be stopped, but there was no official document issued at that time. It is understood that as early as June 2007, the Beijing Olympic Organizing Committee stressed that the hidden Olympic marketing should be blocked in the anti recessive market press conference. 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 and gain business interests. To put it simply, some enterprises consider the business purpose and use various methods to mislead the public into thinking that the enterprise has sponsorship or other support relationship with the Olympic Games. According to the relevant organizers of the Beijing Olympic Organizing Committee, recessive Olympic marketing will damage the legitimate rights and interests of the Olympic cooperative enterprises, greatly dampen their enthusiasm for providing financial support for the Olympic Games, and prevent hidden market behavior. As early as 2001, the action of blocking non Olympic sponsors' edge ball has been written into the fifty-first Olympic Charter. "However, the Olympic Charter is only a moral requirement, and it does not have legal effect. The prohibition order has effectively and effectively attacked this" edge ball "behavior. A local advertising agency in Fujian said. Another way is to stay away from the "high voltage line". "The threshold for becoming an Olympic sponsor is too high, and the quota is also very limited. If an enterprise wants to participate, it can only find another way." Guo Hui spoke of the idea of "close to" Olympic Games in Quanzhou. Olympic Games "edge ball" advertising has become a keen marketing strategy of Quanzhou enterprises. Once upon a time, walking on the streets of Jinjiang, Fujian, China's sporting goods production base, the word "08", "grand event", "Beijing" and "sacred fire" can be seen everywhere. The director of a non Olympic sponsorship enterprise told reporters: "regarding Olympic intellectual property rights, it has a set of rules and regulations. All you need to do is not touch the contents of this rule. For example, you can't say "go to Beijing to watch the Olympics together", but if you say 'go to Beijing together', you can do it. He said frankly that the reason why a lot of enterprises play the "edge ball" is related to the lack or imperfection of relevant regulations. Cooperation with Olympic athletes has also become a shortcut for many enterprises in Quanzhou. According to incomplete statistics, China has more than 30 sports teams in cooperation with many Olympic sponsors, and has signed sponsorship agreements with many non Olympic sponsors. Many Olympic athletes have become spokesmen for many non Olympic sponsors, including many heavyweight sports stars such as Yao Ming and Liu Xiang. In addition, Quanzhou's private enterprises have joined hands with other countries' Olympic committees. It is understood that Hongxing Erke joined hands with the Korean Olympic Committee; PEAK signed a contract with the Iraqi Olympic Committee; Kang Tai signed a contract with the Lithuania Olympic Committee; Lu You also held the signing ceremony of sponsoring the Tajikistan national team to take part in the 2008 Beijing Olympic Games in Jinjiang. What is more noteworthy is that, after years of development, there are many brands of domestic sports goods two or three lines, and the competition between them has intensified. Many people in the industry believe that this year is the "brand shuffle year" of brand enterprises. Therefore, enterprises are trying to make the Olympic Games Dongfeng to enhance their brand competitiveness as far as they can afford. "The competition between the brand enterprises has become increasingly fierce these years. Many enterprises in Quanzhou hope to make effective use of this rare opportunity." An expert familiar with the sporting goods industry in Quanzhou said. In fact, in November 2007, a shop in the name of a famous sporting goods company in Quanzhou was put on the side of the national flag of the Olympic Committee, the Olympic rings and the LOGO of the enterprise. As a result of this news, many enterprises in Quanzhou have been more cautious in publicity, and have explored more diversified marketing ideas for the Olympic Games. Reporters learned that when he was marketing Olympic Games, he chose to cooperate with Phoenix Palace column "2008 hand in hand" and the host Xu Gehui of the column. However, before the cooperation, the company had specially consulted the Olympic Organizing Committee, and the name of the column could be used. "Olympic Organizing Committee said that although" 2008 "and other words enterprises can not abuse, but as a column name," join hands 2008 "can be used. A director of del Hui told reporters. Fujian dragon Clothing Co. Ltd. has adopted a more economical way than using sports stars to endorse. According to Cai Zhuolong, the company has chosen to cooperate with the Olympic cheerleading team. "There are 400 professional cheerleading teams at this Olympic Games, which may attract more attention." JOYOU building materials group from Nanan chose to cooperate with Olympic volunteers. In June 27th, the company signed an agreement with the Beijing Olympic office. According to the agreement, the "smile Beijing" 2008 student volunteer civilized city service team organized by the office will be put on the JOYOU LOGO dress together, and come to the streets, into the community and carry out propaganda activities. "Smile Beijing" is the only three partner in the whole country. We are the only building material partner. This is much more cost-effective than hiring high priced sports stars. The effect will be good. The chairman of the company, Cai chairman, said. Xu Yang, director of Anta brand, told reporters that during the whole Olympic Games, Anta's advertising investment amounted to hundreds of millions of yuan, but the advertisement endorsed by sports stars did not take up too much weight. Its advertisements would pay more attention to the dissemination of brand spirit and national character. In his view, the publication of the stop order is conducive to promoting the process of intellectual property protection in China. A senior planner also believes that the introduction of the stop order has brought losses to some enterprises, prompting many enterprises to adjust their marketing strategies, and at the same time, it also urges enterprises to reflect. "This is especially true for brand businesses. Publicity must conform to the relevant laws and regulations, so as to better create brand reputation. From another point of view, before many companies really enter the international brand market, it is not a good thing to learn the rules of the international game first. Guo Hui also believes that from the beginning of the Olympic Games held by China, many enterprises have made great efforts in marketing the Olympic Games. After several years of accumulation and preparation, many enterprises in Quanzhou are now integrating with the international first-class level in the awareness and creativity of advertising, but the legal concepts and marketing concepts of many enterprises are still lacking.