How Do Chinese Shoe Makers Fight For Olympic Games?

In 2007, the most popular word in marketing is "Olympic marketing".

From Lenovo's Olympic strategy of "an Olympic Games and association" to Haier's "race with the Olympic Games", from Lining, Adidas's "Olympic confrontation" to Qingdao, Budweiser and Yanjing to share the Olympic feast, the marketing offensive around the Olympic Games of domestic and foreign enterprises is raging in full swing, competing for the opportunity of the 2008 Olympic Games to display the brand demeanour and narrow the distance from consumers.

According to the survey, a total of $100 million can increase brand awareness by 1%, while sponsoring the Olympic Games to invest $100 million can increase brand awareness by 3%.

It is precisely because the Olympic Games have such an excellent "cost performance", which is so affecting and attracting the attention of the global consumers, that many businesses are willing to carry out an "Olympic gamble" at the expense of huge gold.

It is not only the sponsors who have been authorized by the Olympic Committee to "root red Miao Zheng", but also those who are not able to become sponsors of Olympic sponsors because of financial strength or exclusiveness. They are not willing to play the role of "bench players". They are making use of Olympic opportunities to play "edge ball", and there are many exciting cases.

The 1972 Munich Olympic Games achieved the German brand Adidas, and the 1984 Losangeles Olympic Games American brand Nike went global and became an international brand.

Adidas, a veteran brand executive, cleverly used the exclusivity rules of Olympic sponsors, monopolized the Olympic sponsorship power, blocked the local brands' Lining and Anta from outside the Olympic Games, and did not give them the chance to make their mark.

After losing the sponsorship of the Beijing Olympic Games, Lining did something very creative.

From January 1, 2007 to December 31, 2008, Lining will sign a contract with CCTV5, the only mainland owner of Beijing's 2008 Olympic TV relay rights. During the period, all CCTV5 hosts and reporters will wear products provided by Li Ning Co.

This innovation of Olympic marketing has greatly enhanced Lining's visibility and even exceeded Adidas's effect in the dissemination. So many consumers think Lining is the main sponsor of the Beijing Olympic Games. This really gives Adidas no alternative.

It can be seen that Olympic sponsors can enjoy the priority and ride the Olympic "ride" to experience unlimited scenery.

Non Olympic sponsors can also make clever use of Olympic opportunities to make their eyes full.

The essence of Olympic marketing lies in the use of the Olympic platform to maximize the dissemination.

Olympic Games is not only the carnival of enterprise marketing, but also a rare opportunity for national brand marketing.

The 1964 Tokyo Olympic Games made Japanese enterprises go to the international stage and made a brilliant appearance. In 1988, the Seoul Olympic Games could be said to have reshaped the whole Republic of Korea and promoted the image of Korea from a counterfeit and shoddy production country to an innovative and high quality country.

At present, Chinese enterprises have generally encountered the "brand bottleneck" in the process of internationalization.

We have no shortage of products of world-class quality, but we do not have a global brand that respects the international market.

Li Guangdou, a famous marketing expert, believes that the last chance for globalization to leave China is the brand war. If we do not seize this opportunity, many other countries in the third world will catch up.

The 2008 Beijing Olympic Games undoubtedly provided an excellent stage for Chinese brands' collective appearance.

At that time, tens of thousands of top media will come to China. The 2008 Olympic Games will be the largest news conference in China, which will be very helpful to change the prejudices that foreigners did not come to China.

National brand marketing will fundamentally enhance the brand image of an enterprise.

If the United States represents technology, the French representative is romantic, the German representative is rigorous, and the representative of Japan is meticulous, then what kind of national brand image will China reshape?

If IBM and Microsoft represent the United States, Chanel represents France, Mercedes Benz and Adidas represent Germany, and SONY and TOYOTA represent Japan. Then who will shoulder the responsibility of representing China?

In those days, in order to reshape the brand image of the country, the Korean government spared no expense in its efforts to support Samsung and modern enterprises with super means, nurturing its super capability, and then gaining over profits by speeding up its growth into a super large enterprise, and surpassing the Japanese brand with its excellent performance, becoming the symbol and symbol of the rise of the Korean national brand.

Then, what kind of strategy will China take to cultivate its star enterprises and help them take off?

The relationship between corporate brand and national brand is interdependent.

The national brand is the foundation and the soil of the enterprise brand, and the enterprise brand is the symbol and symbol of the national brand.

A good national brand image will provide a soaring platform for the enterprise to rush out of the local brand, and first of all, support several powerful corporate brands to become an international brand, and will become a "pioneer force" for the promotion of the whole country's brand.

If we do not change the impression of "made in China = inferior quality and low price", Haier, Lenovo and other local enterprises will not be able to enter the high-end market of developed countries even if they do well.