Advertising Is A Sword For Shoes Companies.

Good advertising and advertising are the consistent styles of marketing.

The Beijing Olympic Games, which gathered many springs enterprises' Olympic dream, have been closed, and the smoke of advertising war is still permeated.

When the Olympic Games are held in China, what kind of advertisements should the enterprises play?

An Olympic cycle has been presented in front of the audience, and the "national spirit" has become the same direction for all enterprises. Anta has become a typical representative.

8 4, the first four days before the opening of the Beijing Olympic Games, has been concerned about the Anta hit "refueling!"

The audience of China "TVC" may find that some changes have taken place in the TVC, and the slogan of "refueling China" has been sublimated into "the backbone of China".

Continuing the strong patriotic sentiment before, Anta launched a series of advertising and online activities in August last year, reflecting the red sentiment of this national brand to support China's sports industry.

The film "yellow skin, sweat baptism", "black eyes, with fighting spirit" illuminate the spirit of the Yellow Emperor's unyielding backbone, giving people strong visual impact and spiritual strength.

And the slogan of "Chinese people fighting for breath" and "refueling China" become the slogan of "the backbone of China," which is the common aspiration of millions of Chinese people.

At this time of great excitement, every Chinese feels the sense of mission as the host of the Olympic Games. As a national brand that has always been concerned about Chinese sports, Anta has profoundly interpreted the enthusiasm that is ready to go out, and further ignited the passion and dream of every Chinese.

In fact, Anta can be said to be the first brand to start the Olympic Series advertisements in China.

August 8, 2007 is the 1st anniversary day of countdown for the 2008 Beijing Olympic Games. Anta's Olympic TV advertisement, entitled "Manifesto", was officially launched on that day.

Along with the exciting rhythm of wewillrockyou, Wang Hao, Tang Zhengdong and many other athletes and many sports teams signed with Anta brand were preparing for the final Olympic Games for the 2008 Olympic Games. At the end of the commercials, the heroic Manifesto of "08 waiting for me" came out loud.

In this advertisement, many stars, such as Wang Hao and Tang Zhengdong, made their Olympic declaration gestures to the camera with shocking audio-visual effects. The letter "ToBeContinued..." finally appeared in the advertisement.

It also makes the entire advertisement as suspense as a feature film, which makes the audience look forward to the next Anta advertising campaign.

According to Xu Yang, director of Anta brand management center, the Olympic advertisement "Declaration" is just the beginning. In the following 17 months, Anta has launched Olympic preparations series, Olympic gold medal series and Olympic future series of Olympic advertisements.

Anta said that this huge advertising campaign has created many of the first Chinese Advertising History: the largest investment, the longest filming time, the largest number of shooting locations, the largest number of sports resources and the longest time to put in, and this is also the first Chinese non Olympic sponsor to shoot the TV commercials for the 2008 Olympic Games.

In the early days of the Olympic Games, Anta promoted the "refueling!"

China, as always, is exquisite and shocking.

The lyrics of Wang Feng's "I love you, China" are also very well suited to copywriting.

It is understood, "come on!"

China comes from the latest Olympic promotional film "refueling China", which is co sponsored by Anta and CCTV Olympic Channel.

As a newly released promo for the CCTV Olympic Channel, the time of the single program is 90 seconds. Its content is centered on the sports stars of the 28 Olympic events and their preparation stories, so that the audience can fully understand the Chinese athletes participating in the Beijing Olympic Games in a short time.

The promotional film was broadcast on the Olympic Channel from July 7th to August 3rd, and was broadcast 7 times a day.

Not only is the national brand, but also the international brand has narrowed the distance from the Chinese consumers through the integration of "Chinese elements" in the marketing process. Nike and Adidas are also the "old enemy" in the international sports arena.

Before hosting the Olympic Games, Nike hosted a costume show of 22 Chinese national teams sponsored by it.

Previously, Thome, director of Adidas Shanghai creative center, said that the company used traditional elements such as Xiangyun, dragon and fan in the new sports products, which can publicize the characteristics of the Chinese nation and win the hearts of Chinese consumers.

The commercials of the brand during the Olympic Games simply used the Chinese Olympic Legion to wear the prize winning equipment of Adidas to win the championship. No stars, no big names, and the identity of Beijing Olympic sponsors, it was also popular among the people.

The spokesman for the duel spokesman has always been one of the marketing magic weapons of Quan enterprise.

No, on the 25 day, just after the Beijing Olympics, there were two spring companies spokesmen who started their activities in China. They were the famous NBA stars Anta signed Scola and Francis, and PEAK spokesperson Battier.

Although Scola, Francis and Battier played a significant role in NBA, they also had some relations with Beijing Olympic Games.

Among them, Scola represented the Argentina national team to participate in this Beijing Olympic Games's men's basketball match, the performance is exceptionally eye-catching, but Battier was originally one of the American dream eight team generals, after the reason of the leg injury did not participate in the Beijing Olympic Games.

The two companies choose to start the Chinese line activities immediately after the Olympic Games. Undoubtedly, they want to help the Beijing Olympic Games still lingering in the east wind.

To say that the Olympic advertising war, we can always see the Olympic champions.

Olympic champions, especially the flying Liu Xiang and Diving Queen Guo Jingjing, have become the targets of Olympic sponsors and other spokesmen.

About the success of Anta, it seems that no one can turn around Kong Linghui's endorsement of Anta.

In 1998, Wang Qizheng, a sports personage, recommended Kong Linghui to President Ding Zhizhong of Anta. The two men were very happy, and the endorsement business was quickly achieved.

Since 1999, after the 800 thousand super value signing of Kong Linghui, the extra surprise is Kong Linghui's performance in the 2000 Sydney Olympic Games.

Anta took off for the first time.

If Kong Linghui endorsed Anta's success with some contingency, then Anta, who benefited from it, actually began to create and spread the brand image of "professional sports" and began the deep marketing of sports.

In this solid practice and exploration process, Anta embarked on the road of development from opportunity driven to strategic driving.

After Kong Linghui, NBA famous star Scola, National Women's volleyball team leader Feng Kun, world table tennis champion Wang Hao, CBA player Wang Bo, successively endorsed for Anta, the strong sports star lineup is very good shape Anta "professional sports" brand image.

As early as last year, when Anta launched the Olympic marketing plan, it stressed the importance of "never hitting the Olympic edge ball", and used the Olympic Games to win the Olympic Games as the main direction of Anta Olympic strategy.

According to Xu Yang, director of Anta brand, in order to prepare for the 2008 Beijing Olympic Games, Anta has endorsed dozens of Chinese athletes who may win the title, such as Wang Hao, Li Gaobo, Song Hongjuan, Tang Zhengdong and so on, which are distributed in table tennis, walking, basketball, weightlifting and many other projects.

"Anta's Olympic strategy is a systematic and planning project, not only for 15 days of Olympic Games.

Anta will never play the edge ball of Olympic Games.

The focus of the whole series of advertising plans will be on the packaging of athletes after the games, so that athletes can get the story of their success through their own efforts to become Anta's brand story.

Xu Yang said, "these advertising films have passed the brand spirit of Anta. We do not emphasize winning the championship, but emphasize the Olympic spirit and the spirit of never stopping."

And Anta's main rival in the country, Lining, seems to be more internationalized.

In his Olympic advertising one team, Lining invited China's famous athletes such as Wang Liqin, Zhang Yining, Guo Jingjing, Yang Wei and several other sports such as Spanish football, Argentina basketball, Croatia tennis and Ethiopia marathon.

Another route for Quan enterprises to choose spokesmen: entertainment stars are also hot.

XTEP, which won many CCTV's Olympic resources, is the advertising route combining fashion sports with entertainment stars.

In the Olympic advertising film "let sports be different" in Taiwan, Jolin, a little girl in Taiwan, has become a gymnast. Nicholas Tse and Willber Pan have evolved into representatives of street sports such as boxing and basketball. The twins combination has become a star cheerleader. From 1984 to 2008, from dream to reality, China surpasses possibility, making sports and fashion life closely integrated.

With the strong appeal and contagion of the Olympic Games, the Chinese people's enthusiasm for watching the Olympics and participating in the Olympic Games has been unprecedentedly high.

According to the latest statistics of CSM media research by authoritative ratings research institute, as of 22 days, more than 1 billion 100 million of Chinese viewers have experienced the Olympic Games on television.

Beijing Olympic Games started four days, and more than 1 billion of the total Chinese TV audience.

In the two weeks since the start of the Olympic Games, the total number of Chinese TV viewers has been running at a high level, reaching the total viewing scale of 1 billion 100 million people.

How to win the eyes of the 1 billion 100 million viewers and CCTV, which has exclusive broadcasting rights for Beijing Olympic Games, has become the biggest beneficiary.

This is a contest between money and power.

According to the prediction of the strength of the second media companies in the world, although the media industry is losing its market trend in parts of North America and Europe, the Beijing Olympic Games will raise the global advertising industry to a new height, especially in the field of TV broadcasting rights.

Customers around the world are scramble to promote their opportunities with the help of the Beijing Olympic Games.

It is estimated that the Beijing Olympic Games may stimulate the global advertising industry to pay as much as 3 billion US dollars, which is almost the same as that of the US presidential election in 2008.

After 7 years of preheating in 2001, the Olympic marketing of enterprises in 2008 finally came to the end.

However, when enterprises are struggling to make the final move, they find that the marketing resources that they can choose are limited.

CCTV's Olympic advertising is the typical representative of scarce resources.

After two rounds of bidding within the Olympic sponsorship business, CCTV left only 5 left to the public to grab the advertising targets in public bidding.

This is undoubtedly too scarce for many enterprises that view Olympic Games as the best marketing opportunity.

But this scarcity has given the winning companies greater value.

"During the Olympic Games, if most Chinese people are watching the Olympic Games, the audience is also concentrated on those channels, and those channels only contain less than 100 brands. It can be understood that in the more than ten days, most of the brands on China's TV screens have been screened out, and only those less than 100 brands are making a sound."

Dr Yuan Fang, director of media research at Limited by Share Ltd (CTR), commented, "especially for non Olympic sponsors, the hope is to buy brands.

The emergence of high frequency advertisements in the Olympic Games makes it easy for people to form an illusion that enterprises have some connection with the Olympic Games.

It's like every time you attend a meeting, you always take a bench and sit next to Li Jiacheng, and people will feel that you have something to do with Li Jiacheng. "

Ye Qi, vice president of XTEP (China) Co., Ltd. said that XTEP bought the exclusive title of "courier", which is also for the same consideration.

XTEP's main sports shoes emphasize fast running, and the fit with this column is very high.

Linking the characteristics of their own brands with the characteristics of the columns is an important way of sports marketing.

As a result, during the Olympic Games every day at noon, CCTV news 30 points, we can see XTEP's eye-catching LOGO and advertising films.

This is still a test of how resources can be used.

On the eve of the Olympic Games, PEAK grabbed the first time to gather the basketball teams of Yao Ming, Yi Jianlian and Wang Zhizhi, and filled the stadium with the support of the cup and diamond cup.