In The Rio Olympic Games, "Flood Girl" Fu Yuanhui, Ning Zetao Leads The Athlete To Endorse.

The company will spend a lot of money on advertising for athletes.

"Sharing weal and woe" has changed with the Olympic Games. "The killing of a black horse" and "a seed's defeat" are two kinds of opposite inputs and outputs.

An Olympic Games, "a few unhappy families."

The Olympic Games are in full swing, and a gold medal is also known as the "famous flower owner". The sponsors behind the athletes are also "happy and painful". For them, this is the four year "brand appreciation contest".

Milky way ago, Li Na, Liu Xiang, Sun Yang, Jiao Liuyang, Yi Jianlian, Guo Jingjing, China badminton team and Chinese table tennis team.

At this Olympic Games, Erie can be regarded as a "big winner". The Chinese table tennis team has performed well. At present, two gold and two silver in individual matches have been put into the bag, and the team match is also worth looking forward to.

But it is not perfect either. Its brand name "Ning Zetao" is good at performing poorly.

Mengniu, an old rival, has also signed Ding Junhui, Pan Xiaoting and China swimming team.

In this Olympic Games, Mengniu endorsed the "heavy play" Chinese swimming team plunged into the "Chen Xinyi drug inspection" mire, but fortunately, "mobile expression pack" Fu Yuanhui was surprised by the cheerful and bold character, and she has achieved quite good results.

Referring to the "mobile expression pack", Fu Yuanhui would like to say Coca-Cola and Ying Ke live broadcast, respectively, before and after the outbreak of the "flood power", Fu Yuanhui received the right of "endorsement", but the treatment was quite different.

Fu Yuanhui on micro-blog marketing Coca-Cola's ice dew pure delight, netizens more than 30 thousand messages, more than 440 thousand points praise; and the guest live broadcast was Fu Yuanhui himself (Fu ye to brush gifts very disgusted) and the big media consistent face.

Where is the risk for athletes to speak?

Athletes are invited to do business.

There are many successful cases, but there are not many failures.

Public perception of risk: This is well understood. In China, rugby players are not well known, but table tennis players are completely different. I believe everyone can name a few champions, which is China's "national ball".

But to the United States? This is a country that has never won medals in Olympic table tennis (and badminton) events, but Rugby has a world-famous "super bowl" League in the United States.

The enterprises also know that most of them know the "local conditions" invitation spokesperson.

But there is one exception: in 2002, Pepsi Cola played a game of stars playing against sumo wrestlers around the world. Although there were not many people who knew the names of sumo wrestlers, the interest of advertisements was deeply rooted in the hearts of the people. Among them, Beckham and Carlos were also the top players in the world.

The risk of achievement: the company signs a spokesperson. Of course, I hope he wins the championship every year, but every day he gets the headlines. But how big is this chance? Let's not say that the Olympic Games are four years old, and all kinds of world-class events are very poor. Only by watching the Olympic Games, Sun Yang won the men's 200 m freestyle final in 0.55 seconds.

Who is the biggest winner of the competition, though Sun Yang is currently in the competition?

Not many, but the white swimming cap with a 361 degree angle was really eye-catching when winning the championship, and the loss of the hat to the audience after the match made the "little white hat" the focus.

Although Sun Yang has also had some negative information such as "driving without a license", these can not conceal his outstanding achievement and value as an athlete.

Sports career risk: when it comes to this, it is more representative that Liu Xiang, the Asian flying man, won the first prize in the 110 meter hurdles of the 2004 Athens Olympic Games in 12.91 seconds. But in 2008 the Beijing Olympic Games and the 2012 London Olympic Games were all beset by injuries.

Many brands such as Erie, Bank of communications, Nike, Procter & Gamble and so on are also embarrassed.

After the fall of London 2012 Olympic Games, Liu Xiang, the big sponsors quickly launched "crisis public relations".

A few minutes later, Nike sent micro-blog to say: "who is willing to fight for all dignity? Who dares to come to the top of the summit, even if nothing is gained?"

But there are still media speculation that "endorsement of listed companies or affected".

In 2015, the "Asian flying man" officially announced its retirement.

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Moral hazard: from former Liao Hui, Wang Jing, Ouyang Kunpeng and Zhang Xiuwen to Sun Yang, Ning Zetao and Chen Xinyi today, these athletes have been involved in doping incidents, some of them have proved themselves innocence, but the other part has not been able to wash away suspicion.

Athletes taking doping is no doubt a "cheating" behavior, but also a violation of sports ethics and Olympic spirit.

In March of this year, tennis beauty Sharapova was suspended for doping test positive.

As a tennis player who achieves the Grand Slam (warm, beautiful, Australian, French is the four Grand Slam of tennis), it is brilliant. However, after the doping scandal, many sponsors have left their relationship. Nike, tiger Heuer and Porsche have announced that they will no longer cooperate with them.

Sawa's personal image has plummeted and the reputation of the brand has been affected to varying degrees.

Character risk: this year's Olympic Games "Zhang's indifference" (the first gold Zhang Mengxue, the "big devil" Zhang Yining, "did not wake up" Zhang Jike) became popular, because facial expressions were less ridiculed by netizens as "Zhangs family with high cold facial paralysis".

It is obvious that if Zhang "endorsed" some "sunshine" brands, it was not very consistent with the style. Instead, it was endorsing some high cooling routes such as sunglasses and leather products.

In addition, Fu Yuanhui and Ying Ke's incident also told enterprises, do not look for too "honest" athletes to do on-site promotional activities, because "accidents" may happen at any time.

The mode of Chinese athletes endorsement is open to question.

After talking about the risk of endorsement, and looking at the current Chinese athletes' endorsement mode, in my opinion, there are two main situations at present: one is "team management and control", the other is "paying the profit or loss".

This article briefly analyses the difference between the two models.

The representative of "team management and control" is "China swimming team".

In the swimming center, the management measures of the national swimming team's athletes in advertising and social activities, it is clear that the intangible assets of the in-service athletes belong to the state, and the advertising and social activities must be carried out only after the approval of the Central Committee.

(media reported that the sponsorship fee center is 1/3, the athletes who participate in advertising and activities are divided into 1/3, and the remaining 1/3 is awarded as the athlete of the competition).

On the one hand, the team has operational experience, which can reduce the "commercial burden" of athletes while ensuring their income, so that they can concentrate more on sports, and the team has also paid a high cost for training players.

However, the individual value of individual outstanding players may not be rewarded in the team.

In this case, the contradiction arises. Sun Yang and Ning Zetao have encountered this problem. Olympic champion Tian Liang was expelled from the diving team in 2005.

The representative of the "self financing" should belong to Li Na, the tennis player. After the 2008 Beijing Olympic Games, Li Na officially broke away from the national team and began to walk on the road of professionalization of self financing.

The event of leaving the national team was called "solo" by the media.

After that, Li Na was able to choose his own personal trainer and handed in only 8% to 12% of the prize money to the government instead of 65% of the national team.

In the previous media estimates, Li Na's maintenance team spent more than 6 million yuan a year, but the bonuses of a Australian Open champion reached $2 million 300 thousand. After holding second Grand Slam trophies, Li Na's total career bonus was over $15 million, and business endorsement contracts were more than that.

Although Li Na pioneered a business model for Chinese athletes, he must admit that all this is built on international sports, and not every sport can get high returns like tennis.

In fact, so much, for enterprises, publicity is important, but it needs more excellent product quality.

In pursuit of "higher, faster and stronger", athletes must abide by their original principles and abide by the rules of sports competition.

And how to better motivate athletes to advance? How can we achieve the maximum value of athletes? Maybe we need more grope.