Why Did Rio Olympic Games Come Into Being? Why Are The New Net Red Ning Zetao, Fu Yuanhui And Zhang Jike So Popular?

This year's Rio Olympic games seem to be different from the previous years. Just a few days after the start of the competition, the net red circle was born with a number of new "expression packs". Netizens also laughed at it: "if Ning Zetao is a clean stream, then Zhang Guowei and Fu Yuanhui are two mudslides, Zhang Meng snow and Zhang Jike are cold currents."

Athletes and enterprises have always been a win-win relationship. From Yao Ming to Liu Xiang, the athletes in the past have achieved excellent results while exerting their commercial value to the extreme, but this year's Rio Olympic games seem different from previous years.

At the same time, in the Internet + era, the potential and mode of sports marketing are changing quietly.

Athletes come from the age of IP

Under the new evaluation system, athletes' performance is no longer the first. The athletes' personal charisma, including facial expression, personality and social media performance, has become the focus of attention.

An industry insider who has long been concerned about sports marketing has said in an interview with the media, "what is different from the past is that athletes themselves can now become a IP".

At this Olympic Games, the new "national husband" Ning Zetao and "Hong Xiao Maiden"

And Zhang's "indifferent face" and other popular IP led to the two creation worldwide.

In this Olympic Games, if we want to talk about the most popular IP, we believe that Fu Yuanhui, who is not a "flood girl", is indeed.

Her rich expression, upright personality and "serious attitude towards herself" made her capture all kinds of people in a few days. Through the expression pack of friends circle, fans of micro-blog more than 4 million 920 thousand and a lot of reports on the Internet, there was nothing but a story: Chinese swimmer Fu Yuanhui was on fire!

Not only that, she also became a net red abroad.

Broadcasting British Corporation (BBC), New York Times and Huffington post have focused their attention on her.

The New York Times reported Fu Yuanhui's exaggerated expressions and related remarks in an interview.

The Chinese backstroke swimmer Fu Yuanhui has become an unexpected star in Rio Olympic Games, the report said.

It can be said that she was the first sports star to win fans by playing outside the stadium.

In addition, IP, named Zhang's "cold face", has been sought after by netizens.

The results of the online search showed that Zhang, who represented Zhang Mengxue, Zhang Yining and Zhang Jike, showed a calm and indifferent expression after winning the gold medal.

How did Olympic IP red?

As a new generation of Olympic stars, the red Olympic Games represented by Fu Yuanhui are very strong in the Internet era. How did this strong IP become?

The New York Times believes that the 20 year old Fu Yuanhui has shown more than just general delight in her performance. Her joyful expression shows people a rare aspect of the Chinese Olympic movement. Her appearance has changed the situation of China's blind pursuit of gold medals. Even though Fu Yuanhui has not been able to reach the Olympic top podium, she has won widespread sympathy when she learns that she has achieved her best results.

In fact, the Olympic net red, represented by Fu Yuanhui, brought to the audience something very rare in Chinese sports circles, that is, the spirit of the Olympic Games and the sense of happiness that Chinese sports community has always lacked.

Since China's first return to the Olympic Games in 1984, the slogan "winning glory for the country" has always been the expectation of the whole nation. The past Olympic Games brought more efforts, honor and gold medals to the audience. What we are more concerned about is the honor of China's "big team".

But at this Olympic Games, athletes and spectators are more concerned about the individual's performance and feelings, and gold medals are no longer the only yardstick for athletes.

According to the report, 40% netizens said that the Olympic Games were becoming more and more relaxed and confident. About 40% netizens thought that the Olympic Games were more concerned about the athletes' efforts and growth, and nearly 20% netizens said that the Olympic Games, the young generation mobilization brought a lot of vigor and vitality.

Another important factor is the highly developed mobile social media, which provides a convenient channel for the rapid spread of the Olympic network.

Tracing back to Fu Yuanhui's famous path, her popularity began with micro-blog and WeChat, and then the media (including the self media) followed up quickly. In less than a day, she had already boarded the major media.

Not long after that, she took part in a live video broadcast of a video platform and watched more than ten million people online.

This is just a typical case of the emergence and amplification of the red IP in the mobile Internet era.

"In the age of traditional media,

Sponsoring sports teams and finding sports stars are endorsements.

With the advent of the mobile Internet era, the new business marketing model is being remoulded.

One person

Industry insiders told reporters, "following micro-blog,

After social media, broadcast has gradually become a new media platform for people to participate in, interact and interact, and is favored by businesses and advertisers.

However, the functions such as spot praise, reward and barrage comment can also become a new marketing tool for enterprise brand.