Has Olympic Games Come To Shoe Enterprise Marketing Still Can Continue?

With the approaching of the Olympic Games, the careful citizens will find that the advertising of sports brand seems to be not as rich as before. The Olympic stars who were strongly promoted by the sports brands are no longer showing their faces. The products that the athletes endorsed do not play the Olympic cards anymore. The words "2008", "Beijing" and "Torch" are also hidden.

All this is due to a notice issued by the China Advertising Association earlier this month. During the from August 1st to 27th advertising control, the Olympic marketing advertisement of such invisible infringement will be suspended.

Lining's stealth marketing has been challenged. Under the "Ban Ban", Lining, who has been dancing on the non Olympic marketing stage, has become the focus of media attention.

"Who let us not be an official sponsor?

Apart from sponsoring sports teams, other advertisements can no longer be played.

Lining, an insider, told the daily economic news.

As early as in June 3rd, the Beijing Olympic Organizing Committee held a press conference to "prevent the Olympic Games hidden market advertising behavior proposal".

The main content of this conference is to advocate Chinese advertising industry practitioners and personnel against Olympic recessive market behavior.

Since mid June, the logo of Li Ning Co has disappeared from the costumes of CCTV Olympic Channel. After the absence of Olympic sponsorship, the exclusive "endorsement" agreement between CCTV sports channel (now Olympic Channel), hosts, reporters and guests has been recognized as a cheap marketing strategy.

But now, Lining's wishful thinking seems to have been challenged.

It is understood that the "stealth" of Lining's trademark will last 3 months, and these 3 months are exactly the time when the July Beijing Olympic Games sprint, August and Paralympic Games September.

It is reported that the agreement between Lining and CCTV sports channel began in January this year and was scheduled to be suspended by the end of this year.

Sports brand promotes curvilinear marketing. "We prefer to do curve marketing. After all, the number of sponsors is limited, but the cake of the Olympic Games is huge."

The head of sports brand marketing is outspoken.

According to a survey by the media research firm of CCTV, 5 of the 12 best performing enterprises in the Olympic performance index show the strong ability of brand Olympic stealth marketing.

Lining's sponsorship of all the hosts and journalists of the CCTV Olympic Channel, as well as the sponsorship of many popular teams, such as diving, gymnastics, Argentina men's basketball team and so on, showed the strong pmission power of the Olympic stealth marketing.

Hongxing Erke sponsors Chinese women's 48 kilogram weightlifter, and Anta has become the sole supplier of sports equipment for Lithuania Olympic sports delegation.

PEAK has become a strategic partner of the Iraqi National Olympic Committee. XTEP has sponsored Belarus to participate in the winning equipment of the Beijing Olympic Games.

There are indications that the results of sponsorship teams will determine the marketing effectiveness of all sports brands during the Olympic Games.

Many brands are preparing for the Olympic Games stealth marketing, which is not only the nightmare of the Olympic sponsor, but also the "heart" of the Olympic Organizing Committee.

Perhaps, the gradual fading of Lining LOGO from CCTV Olympic Channel will become a landmark event.

With the approaching of the Olympic Games, the related activities of guarding against and cracking down on the Olympic Games' hidden market behavior will become more and more intense.

In other words, during the Olympic Games, advertisements for sports stars and team photographed by non Olympic sponsors were embarrassed.

According to information, a few days ago, the "famous sports shoes" tag was restricted by advertisements of the relevant departments because of the words "mingle sports", the Olympic rings, and the strategic partner of the Beijing weightlifting team of the 2008 Olympic Games.

During the Olympic Games, many non Olympic sponsorship opportunities were less and less, so they focused their attention on the post Olympic marketing market.

According to relevant media reports, a lot of enterprises that have not been involved in Olympic marketing in recent years have sent teams to Beijing. "Focus on tracking those who are likely to win gold medals. Once they win the championship, they will sign exclusive endorsements and promote them after the Olympic Games."

There are various signs that the "post attack" has become the unanimous choice of sports brand enterprises that have not yet had time to catch the Olympic marketing ship.

Market information shows that Jin lake, del Hui and others all have plans to impact the Olympic market.

Some marketing experts pointed out that 2009~2012 is the next 4 years' market development cycle of the Chinese Olympic Committee.

The profound impact of the Olympic Games on economic, political and cultural life will be reflected in these four years. How to keep the Olympic Games after Olympic Games and how to make the brand value and product influence go up with the help of sports marketing is the question for the owners of sports resources to consider.

The press conference on "the development and Prospect of China's patent system" was held yesterday in Beijing international news center.

Relevant departments responsible persons said that they will crack down on counterfeiting trademarks, piracy and other infringing acts through the revision of laws and regulations, and truly maintain fair competition in the market order.

The draft amendment to the patent law is under consideration. Yin Xintian, director of the law and Law Department of the State Intellectual Property Office, and the press spokesman, said at the press conference that the patent law of the People's Republic of China adopted in 1984 is undergoing third amendments. The draft amendment to the patent law is in the stage of deliberation by the State Council and will be submitted to the Standing Committee of the National People's Congress for deliberation soon. The revision is expected to be completed in the first half of 2009.

In terms of administrative enforcement of patent system protection, from 2003 to 2007, the local intellectual property office of the whole country handled 6427 cases of patent disputes, investigated and dealt with 919 cases of counterfeiting other patents, and investigated 8152 cases of counterfeiting patents, effectively protecting the legitimate rights and interests of patented persons, and maintaining a fair and orderly market economic order.

In investigating the criminal liability for infringement of intellectual property rights, the figures of the 2007 White Paper on intellectual property protection in China showed that in 2007, courts across the country concluded 2684 criminal cases involving infringement of intellectual property rights, involving 4328 people, of whom 4322 were guilty.

In the course of the Olympic Games, the Chinese government strictly protected the Olympic intellectual property rights during the Olympic Games. After the successful bid of China in 2002, the State Council promulgated and implemented the Olympic logo protection ordinance in a very short time.

Yin Xintian said that this regulation is China's core legislation to protect Olympic intellectual property rights, and has been implemented since April 1, 2002.

This Ordinance stipulates the scope of the Olympic logo, the definition of commercial purpose, the use of signs, the requirements for licensing, the legal liability for infringement of exclusive rights, the business administration department and the duties of customs protection, and so on. It is a very effective measure to protect the right to produce Olympic knowledge.

In the enforcement of Olympic intellectual property rights, since 2002, industrial and commercial administrative departments, customs and courts in various parts of China have investigated and dealt with a large number of cases involving Olympic intellectual property rights in the past six years, effectively protecting the intellectual property rights of the Olympic Games.

"We believe that through such measures, we can ensure that not only during the Olympic Games, but also in the future, we will seriously respect the intellectual property rights of the Olympic Games."

Yin Xintian said.