London Olympic Games &Nbsp; China Sports Brand Moves Cautiously

The London Olympic Games will be held in 2012.

This is related to the weakness of the overall sporting goods market in China. On the other hand, compared with the London Olympic Games, the commercial value of Beijing Olympic Games is rather inferior.

Having experienced the marketing of Beijing Olympic Games, Chinese brands have shown a more cautious attitude towards investing in the Olympic Games.

Chinese enterprises' careful participation in London Olympic Games

"We will not continue to sponsor the London Olympic Games."

The AOKANG leather shoes, which had continued to sponsor the London Olympic Games after the 2008 Beijing Olympics, announced the news in July 2009.

In the 2008 Beijing Olympic Games, AOKANG leather shoes used to be a supplier of leather products.

The bigger background is that in 2009, London was under the influence of the global financial crisis, and the economic pressure was enormous. The London Olympic Organizing Committee was also trying to extend its olive branch to Chinese enterprises.

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On the other hand, after the Beijing Olympic Games, World Expo, Shanghai, which was held in 2010, also diverted a lot of Chinese enterprises' enthusiasm for sponsoring the London Olympic Games.

The fact that the sponsorship threshold of London Olympic Games has not been lower than that of the Beijing Olympic Games has increased slightly.

Zhejiang enterprises have calculated that if an enterprise wants to get an order of 40 million, it will have to pay a sponsorship fee of 10 million.

But the value and significance of Olympic marketing is much more than just improving the sales volume of the market.

There are three levels of corporate sponsorship of the Olympic Games: enhancing brand reputation, enhancing brand awareness at the public level, and increasing sales volume.

More brand enterprises also value the opportunity to sell their brands in the Olympic Games.

Thus, the curve cooperation with China Olympic Organizing Committee, sports teams and foreign delegations has become the mainstream cooperation channel for Chinese enterprises to participate in London Olympic Games.

In June 23, 2009, Anta and the Chinese Olympic Committee signed a strategic partnership agreement at the Beijing Olympic Center. The company will provide the award dress for the 2012 Olympic Games Chinese delegation.

Chinese athletes, whether or not they have their own exclusive.

Lining, who has won the Olympic Games, has sponsored five Olympic gold medals such as the Chinese diving team.

Hongxing Erke sponsored the North Korean national team at the time of the 2008 Olympic Games and the 2010 World Cup. In 2012, it sponsored a more tense national sports team in Iran.

PEAK has been sponsoring Lebanese, Cyprus and Iraqi national teams to open up the Middle East market quickly.

In terms of non sports brands, Yili, a local beverage brand, has negotiated many cooperation with the Chinese delegation of the London Olympic Games.

Mengniu chose to become the designated milk of Mongolia athletes in 2012.

Vatti and China's sailboat team formed a strategic alliance to sign the sponsorship plan of 5~6, including a series of major international competitions such as the 2012 London Olympic Games and the 2016 Rio De Janeiro Olympic Games.

"Through contacts in 2008, many enterprises have found Olympic delegations from different countries for sponsorship.

Relatively speaking, for domestic enterprises attacking the domestic demand market, the cost ratio of this investment is even higher.

Enterprises will not easily throw money, more important reason is that compared with 2008, nearly four years of operating costs soaring, many enterprises are actually declining in actual strength.

One business person said.

Cognitive change: reducing Chinese business expectations for Olympic Games

However, even in the London Olympic Games, Chinese enterprises sponsoring the Chinese Olympic Committee, athletes or other national Olympic Committees still do not have a clear marketing behavior in the current countdown to the Olympic Games for nearly a hundred days.

Compared with the Olympic Games in Beijing four years ago, the sponsor business of the mainstream enterprises in China started marketing activities and marketing promotion around the Olympic Games one year ahead of schedule.

From the Beijing Olympic Games, CEO, the sports consultant company of Beijing, which has long helped Chinese enterprises provide sports marketing strategy, summed up the reasons for the shrinkage of the Olympic Games' commercial value in three aspects:

First, the public is tired of Olympic gold medals and championship events.

In particular, the middle class has changed the recognition and attention level of Olympic gold medals, but the general public in the small and medium-sized cities still have complex feelings for the Olympic Games.

Second, the time difference between London and China has greatly affected TV ratings. Meanwhile, new media such as the Internet, video and micro-blog have sprung up.

Finally, the Olympic Games as a four year event, a large number of information exposure in a short time, fragmentation of information and overload of the system will pose great challenges to enterprises.

Its core meaning is that London Olympic Games have far less impact on the Chinese market than the Beijing Olympic Games.

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Zhang Bin, senior analyst of national textile securities (12.27, -0.01, -0.08%) textile industry, said that the 2012 Olympic Games will be held in London. Compared with the previous Beijing Olympic Games, there are huge differences in geographical position. This factor will become a major factor restricting the participation of Chinese local brands in Olympic Games.

These factors obviously constitute the basic situation judgment of Chinese local enterprises in the formulation of the Olympic marketing strategy.

With the addition of the Beijing Olympic Games, the Chinese local sporting goods brand represented by Lining is currently in the process of adjusting its business strategy. When the internal problems are not solved, it is not practical to place hopes solely on the Olympic Games.

"From the customers we are currently in contact with, customers at the sponsors level have enough media budgets and plans if they have enough volume.

Companies that are not big enough are only planning to do some terminal activities.

In terms of non sponsors, many enterprises pay more attention to the investment of professional sports, such as the Beijing men's basketball team that is doing well.

Zhang Qing analysis, one of which is that the business value and input-output of the Olympic Games have been increasingly carefully calculated. On the other hand, it also shows that the domestic sports marketing and communication modes need to be innovated.

Yin Zhong ye, executive vice president of Beijing Digital Advertising Co., Ltd., warned the advertisers not to take the data in 2008 as a reference, but chose the Olympic marketing related data in 2004 or 2000 as the reference object. 2012's Olympic marketing is difficult to achieve the glory of the main battlefield in 2008.

London Olympic marketing: the key to making good use of new media

Of course, although many enterprises show cautious attitude towards the investment in Olympic marketing, from another point of view, it seems to be a great opportunity.

In March 28th, the CHCEDO brand of the Blue Group announced its sponsorship of the Chinese diving team in Beijing, becoming the official partner and the only designated cosmetics for the competitors. This is the first time that the Chinese cosmetic brand has appeared in the Olympic Games.

"We are going to seize this opportunity. 4 years ago, Chinese manufacturers made brilliant achievements in the Beijing Olympic Games, and Chinese enterprises took shape in the 5 major partnership partners of the Olympic Games. Nearly 40 enterprises were involved in sponsorship, but no Chinese cosmetics were involved.

And this 2012 London Olympic Games, our competitors almost no, and the cost of sponsorship is relatively low, more importantly, according to the enterprise's marketing plan, our brand must cooperate with the major events such as the United Nations (micro-blog) development programme, the Boao forum for Asia and the Olympic Games, so when we put forward this idea, we soon got the approval of the head office of the General Administration, including Li Hua, director of the swimming sports management center of the State Sports General Administration, and the sponsorship plan was successfully implemented.

This is much more successful than the 2008 sponsored project. "

Zheng Chunying, chairman of gamma group, told reporters.

From the regular arrangement of time for Olympic marketing, the current countdown to the Olympic Games should be the introduction and preparatory implementation stage of the whole year's Olympic theme marketing strategy.

From the integration of the plan and implementation, the theme is bright and the participatory highlights, the external communication has been very clear.

After that, the key wave band communication plan is arranged: the "May 1" golden week, the summer golden week and the Olympic Games layout become important nodes.

After that is the review of Olympic marketing and the post Olympic Games.

"This communication plan needs at least 3~4 stages.

At present, enterprises participating in Olympic marketing are expected to have some obvious actions in the month of 6~8.

Most of the non Olympic sponsorship enterprises are prepared to throw topics during the Olympic Games to link up creative marketing and innovative media dissemination.

Zhang Qing said.

For the London Olympic Games enterprises need to pay special attention to the problem, strength communication Greater China President Zheng Xianglin reminded that we must do a good job of new media.

"4 years ago, when the Beijing Olympic Games, the online video was not so popular, the domestic micro-blog didn't appear at all, and the Kaixin network was just established soon. So, if Chinese enterprises want to learn from the experience of the new media during the Olympic Games, there is almost no such thing.

I believe that in the month before and after the London Olympics, micro-blog will become a very important communication channel. Micro-blog's forwarding and hot discussion will be unprecedented and richer and more lively than video. "

Zhang Qing said: "now the mobile media as the representative of the new media communication mode, is attracting more interest in the audience.

Consumers have a strong desire to share in the new media environment.

If the marketing activities of enterprises are lack of interaction, only the exposure of conventional meaning will result in poor results.

Enterprises must use new media characteristics in London Olympic marketing, understand the change of audience attitude, and emphasize the joy of sports essence.

At the moment, BMW, the exclusive partner of the Chinese Olympic Committee, said that the London Olympic marketing must emphasize the interactive experience.

"We must make sure that our products are experienced or meaningless.

This is the characteristic of our entire marketing. "

Brilliance BMW marketing senior vice president Daley said.