Olympic Marketing: What Is The Gain And Loss Of Chinese Enterprises?

At the same time, when the Olympic Games are over, people are pondering over the heavy wealth left by the Olympic Games.

The Beijing Olympic Games are not only sports competitions and grand events, but also the business games of competition and competition between enterprises in and outside the field. Dozens of Chinese enterprises have become Olympic sponsors, and more local enterprises have participated in other ways. They display the image of enterprises through the Olympic platform, enhance their comprehensive strength and realize the dream of internationalization of enterprises.

In the face of strong competitors, Chinese enterprises for the first time touting Olympic business opportunities each handed in a pcript. Their high sponsorship and marketing expenses have their advantages and disadvantages. The Olympic Games left them a rich experience and priceless wealth.

　　妙笔生“辉”

　　向世界诠释自己，“爱国者”16天为企业赢得多家合作意向

In the Beijing international news center, a point reading pronunciation version of the Olympic gold medal list has attracted the attention of all the guests. As long as you pick up the photo beside the gold medal list and touches the picture of China's gold medal winner, you can hear all kinds of information about the athlete in the two languages introduced in Chinese and English.

Before the Beijing Olympic Games, the Patriot produced a brilliant pen to win the favor of Samaranch, the former International Olympic Committee president, by helping the 1 million 500 thousand Olympic volunteers to speed up practical English. Under the advice of Samaranch, the wonderful technique was successfully applied to the navigation system of the Olympic Museum China tour.

A small pen has played a key role in the rapid development of the Patriot brand. From the opening of the Olympic Games to the closing ceremony, Zhao Yongjie, vice president of Huaqi Information, has received many cooperation intentions from foreign brands. She told the reporter that "the company began to enter the overseas market a few years ago, but its sales performance was not satisfactory, and the Olympic marketing was promoted rapidly through this time."

It is easy to see the audience watching the Olympic Games. Sweden, Spain, Iraq, North Korea and other foreign Olympic teams are all wearing the Chinese brand "gown".

Chinese sports brands such as "Lining", "PEAK" and "Hongxing Erke" have successfully become sponsors of some foreign Olympic teams or individual sports teams. It is foreseeable that Chinese clothing enterprises, originally known as "made in China", want to "go out of the country" with the "China created" brand, and rely on the Olympic platform.

Even the low-key construction companies who participated in the Beijing Olympics behind the scenes have been given the opportunity to show the world their opportunities.

Liu Longhua, chairman of Beijing urban construction Refco Group Ltd, told reporters that with the construction of the giant bird's nest complex, the company increased its advantage in bidding for large projects in overseas markets.

"We went to Eastern Europe at the end of 2006, and some local builders and designers also heard that we were the builders of the bird's nest, and they all stood up and applauded."

　　慌了阵脚

　　两大牛奶品牌、多家保险企业的无差异营销，模糊了企业品牌

In August 20th, the Beijing International News Center's "Chinese enterprises in Beijing Olympic Games" collective thematic interview, Zhang Jianqiu, executive director of Yili, encountered an awkward question from foreign journalists: someone can't tell whether Erie or Mengniu is the sponsor of Beijing Olympic Games. What do you think of your company's advantages as an Olympic sponsor from competitors?

"With similar celebrities, shouting similar slogans and doing advertisements that are not very different from before, this time many local sponsors of Olympic Games have made such mistakes in advertising and marketing."

Chen Shaofeng said.

According to the CTR Market Research Survey, when asked about the Olympic sponsor of the insurance industry, 18.1% of the audience mentioned Ping An insurance when there was no prompting, while 14.2% of the audience mentioned China Life Insurance, while the Olympic Games sponsor's personal insurance coverage rate was only 6.3%. Ping An insurance and China Life's large number of advertising and the use of well-known athletes' advertising strategy had a very good effect. Compared with the PICC, it did not show its special characteristics with its competitors.

"Most of the sponsorship fees of Chinese enterprises are wasted."

Chen Shaofeng, director of the China Sports Industry Research Center of Peking University, believes that only when the Olympic marketing is loaded with the description of the corporate culture, can there be a bright logo or event in the expression and complement each other with the whole brand strategy of the enterprise so as to achieve its desired results.

Most Chinese enterprises are still at the beginner's level in Olympic marketing, and for the first time touting Olympic business opportunities, many enterprises are in a panic.

　　升级革命

　　竞争力的提升，是参与奥运最大收获

"Enterprises will never jump into a world-class brand because they join hands with the Olympic Games.

But by participating in the Olympic Games and making our quality and core competitiveness reach the international level, this may be the most valuable experience and wealth for Chinese enterprises after touching Olympic business opportunities.

Qin Hailin, senior consultant of Sai Di consultant, said that it is certain that all enterprises that want to achieve internationalization through the Olympic Games should go through a "upgrading revolution" from quality assurance, enterprise management and core innovation.

As the largest sporting goods supplier in the history of modern Olympic Games, the "Taishan" brand "gymnastics, judo, wrestling, taekwondo, boxing, track and field" six major items of equipment, hundreds of tens of thousands of products entered the Beijing Olympic Games at once, and 40% of all the 302 gold medals of the Beijing Olympic Games were generated on the "Taishan" brand equipment.

But Bian Zhiliang, chairman of the Taishan group, admits that before becoming an Olympic supplier, the Taishan group has no current level in terms of technology, materials, design, research and development.

"After becoming the supplier of the Olympic Games, every instrument we provide will be subjected to severe inspection by the special committees on the data, which forces our technology to make great progress."

"Through the Olympic Games, our orders can be said to come in a rush. Many domestic and international partners are looking for it. The Olympic marketing is only one aspect, and this is also with me, script src=>.