Olympic Tour Of Chinese Elements Integrating Into Olympic Brand In China

The Olympic Games were held in China, which allowed the Olympic Games to integrate more Chinese elements.

The opening ceremony of the Chinese wind, the quadrangles in the Olympic Village, the blue and white porcelain Qipao dress at the ceremony.

The Beijing Olympic Games was marked by a strong "China brand" mark.

And inside and outside the stadium, another "Chinese brand" is also shining, that is, "Chinese brand".

Lenovo has become the only Chinese brand in the global partners of the Beijing 2008 Olympic Games. 8 Chinese banks of the Bank of China have become partners of Beijing 2008 Olympic Games, and many Chinese enterprises have become sponsors, exclusive suppliers and suppliers of Beijing 2008 Olympic Games.

There are more Chinese companies participating in the Olympic Games, with the help of the Olympic stage to show the strength of Chinese brands to the world.

Taking the Olympic Games as an international business to turn from the domestic market to the international market, from the local to the global, Lenovo staged an Olympic Games.

Lenovo is the only Chinese company in the 11 Beijing 2008 Olympic Games' global partners.

But when Lenovo became a member of the Olympic TOP business in March 2004, many people were not optimistic.

Lenovo at that time, though renowned for its reputation in China, was not well-known abroad.

On the other hand, the threshold for becoming an Olympic TOP enterprise is also very high.

According to the statistics of the Olympic Committee, the Olympic TOP plan started in 1984, when the threshold was 4 million dollars. In the fifth phase of 2000, the sponsorship fee of the TOP plan had reached about 50000000 dollars. In 2004, the threshold of TOP in Athens Olympic Games rose to 60 million dollars.

At the same time, as a TOP sponsor, the investment of various enterprises in marketing is generally 2~3 times of the franchise fee.

Take Samsung as an example. After spending $40 million on sponsorship in the 2000 Sydney Olympic Games, it spent $200 million in the late stage.

But for the Lenovo with a net profit of PC manufacturing as its main revenue, the support of up to US $200 million is almost equal to the annual profit of the enterprise.

Yang Yuanqing, the head of Lenovo Group, also bluntly said: "4 years ago, many people thought that Lenovo spent a lot of money in the Olympic Games is not worth it. It's a gamble."

But now, Yang Yuanqing said proudly, "we seem to be betting today.

Value! "

Lenovo's influence has expanded rapidly since it became an Olympic TOP enterprise.

Looking back on the past few years, Yang Yuanqing said that when Lenovo signed the agreement with the Olympic Organizing Committee in 2004, it was still a local company, but Lenovo had clearly realized the internationalization strategy of the company through the Olympic Games, and acquired IBMPC in 2004, and constantly strengthened the expansion of overseas business.

Through a series of efforts, in the past 3~4 years, the popularity of outside China has improved significantly, and has been successfully understood by the whole world. All these are inseparable from Olympic sponsorship.

It is understood that Lenovo's technology and equipment plan will provide 15000 desktop computing, notebooks, servers, desktop printers, monitors and other computing technology for the 2008 Beijing Olympic Games.

All aspects of the operation of the Beijing Olympic Games are from the timing scoring system, the track performance system, the commentator information system to the information distribution system; from the competition management system, personnel arrangement and scheduling system, censorship system, to the certification and certification system, from the traffic system to the Organizing Committee Information System, all of them will run on Lenovo's equipment.

Lenovo will also provide a series of operational services such as project management, system maintenance, venue operation support, operation planning, OCOG system support through the IT operation and service plan. With nearly 100 service engineers who have been tested by the Turin Winter Olympic Games as the team, the Olympic elite service team of 500 people will be built to provide nearly 3000 people / month technical services for the 2008 Beijing Olympic Games.

The same sports show China's strength in the Olympic Games, more and more athletes will appear in the international competitive arena with Chinese brand sports equipment.

Like the competition of athletes in every field, the competition among brands is also carried out in the Olympic Games.

As a representative of China's sports brand, Li Ning Co lost to Adidas when competing for the Beijing Olympic Organizing Committee's cooperation partners, but this does not mean that the Lining brand will lose the opportunity to display at the local Olympic Games.

Lining will provide competition clothing and equipment for 4 Olympic teams of diving, gymnastics, table tennis and shooting at the 2008 Beijing Olympic Games.

The four teams won more than half of the gold medals of the Chinese team in the 2004 Athens Olympic Games.

At this Olympic Games, the audience can see an interesting scene. All the major players in the competition are all wearing Lining uniform, while the Chinese players standing on the podium immediately change to Adidas clothes.

At the press conference held by Li Ning Co, the four Olympic teams were impressive, including the powerful Chinese dragon, the Phoenix, the noble and elegant peony, and the familiar lines of Ruyi and ancient ceramics.

Li Ning Co Olympic project manager Jane Jie said that Olympic sportsmen should not only make the athletes wear beautiful and comfortable, but also help them achieve good results.

According to the different characteristics of each sport, the entries of each gold medal sports team also have their originality in design.

The table tennis player's clothing adopts the 4D stereo cutting technology, and the athlete will feel comfortable and comfortable in doing any technical action. The design of the leaky flume of the diving suit can make the athletes drain the water on the body in just a few seconds after they get out of the pool, and the gymnastics team has done a lot of stitching design on the back and waist, which is both breathable and flexible.

From the 1992 Barcelona Olympic Games to the Athens Olympic Games in 2004, the Olympic gold medal wear of the Chinese athletes was made by Lining.

During the 2000 Sydney Olympic Games, Lining was awarded the "best prize equipment" by journalists from all over the world.

During the Beijing Olympic Games, 18 international sports teams, including the Spanish delegation, the Swedish delegation and the Argentina basketball team, will also be present in Lining sportswear. The members of the delegation from Spain and Sweden are also wearing Chinese style cheongsam for the opening ceremony of the Olympic Games.

In the contest with famous foreign brands, Lining's popularity has been greatly improved.

China's largest media and market research firm CTR market research data show that the Olympic Games sponsors in the sports apparel industry, the highest rate of no mention mentioning the brand is Lining, reaching 37.4%, and the real sports costumes sponsor Adidas ranked second in the Olympic Games, reaching 22.8%.

Like Lining's brand, some Chinese sports brands are looking for suitable sponsors.

North Korea, Lithuania, Tajikistan and Belarus will be wearing the Chinese brand Hongxing Erke, Kang Tai, Lu You and XTEP. They appeared in the Beijing Olympic Games, while PEAK sponsored the Iraqi delegation.

The responsibility of the Olympic stage show corporate responsibility, and the social responsibility itself is very practical for the construction of a harmonious society in China, especially for China's hosting of the Olympic Games.

With the Olympic Games to enhance brand influence is the marketing focus of many enterprises.

As the sponsor of the Olympic Games, the first public enterprise sponsor, the national Power Grid Corp, has gone out of the Olympic marketing road with the characteristics of commonweal marketing, emotional marketing, experience marketing and the company's Olympic work. It has explored a new road of brand building for the state Power Grid Corp to "allow enterprises to have ideas and ideas to spread".

The national Power Grid Corp is an energy supply enterprise that takes the construction and operation of power grids as its core business. It ranks twenty-fourth among the top 500 enterprises in the world, and is the largest public utility enterprise in the world.

As the power supplier of Beijing 2008 Olympic Games, the national Power Grid Corp insists on serving the economic and social development as its mission, adhering to the spirit of "strive to surpass and strive for excellence", and actively fulfill its social responsibilities, support the Beijing 2008 Olympic Games with the support of the whole company, and strive to provide a safe, economic, clean and reliable power supply for the 2008 Olympic Games and Paralympic Games.

For this reason, the national Power Grid Corp has put forward the concept of "Olympic social responsibility", which has made a distinctive brand of China's Olympic culture.

Yao Lixin, deputy director of the Ministry of external liaison and the deputy director of the Olympic office, said that as the core values of the national grid, the fulfillment and expansion of the social responsibility on the Olympic platform, the Olympic social responsibility has become the crystallization of the three trends of progress in the Olympic Games, the international corporate social responsibility movement and the great rejuvenation of the Chinese nation. It has realized the full confluence of Chinese and Western cultures, and has become a valuable legacy for the Chinese people to leave to the Olympic Games.

Authoritative data show that Olympic marketing will directly increase the brand value of the State Grid by more than 15%, up to 12 billion yuan.

It is expected that this pulling effect will continue in the next 3 to 5 years, and will bring 30 to 4 billion 500 million yuan for the national grid brand value.

Olympic marketing has become the fulcrum of Chinese brand building.

Tu Mingde, vice chairman of the Chinese Olympic Committee and assistant chairman of the Beijing Olympic Organizing Committee, said that as an Olympic partner, the state Power Grid Corp actively carried out the responsibilities of its partners. The implementation of the Olympic power grid construction project, the Olympic power supply safety project, the Olympic power supply guarantee project and the Olympic quality service project provided strong electric power protection and high-quality power supply services to the Beijing Olympic Games.

The concept of "Olympic social responsibility" is the best annotation of the three major concepts of the Beijing Olympic Games. It will surely leave valuable spiritual and cultural wealth for the Olympic movement and the Beijing Olympic Games.

Xue Xu, director and researcher of IEI international marketing and brand strategy research center, Peking University, deputy director and Secretary General of marketing expert committee of China Market Association, said that the market position of national Power Grid Corp is monopolized to a certain extent. Its market position will not be shaken even if it does not support the Olympic Games.

Under such a large background, it is very valuable for China to be the largest state-owned enterprise to sponsor the Olympic Games, and it is worthwhile to put forward the goal of Olympic social responsibility wisely.

It has opened up a new development point for Olympic marketing.

At the same time, the promotion of social responsibility is not only the promotion of the social responsibility of the national Power Grid Corp, but also to a certain extent, the development of the harmonious society has been promoted by state-owned enterprises.

To some extent, the concept of Olympic social responsibility is not only the social responsibility of the national Power Grid Corp.

At a higher level, through the Olympic Games, the Chinese society and the Chinese government hope to bring about a practical push on the social and economic development and the welfare of the general public.