Sequela Of Beijing Olympic Games To London Olympic Games

After the Olympic Games in Beijing, Chinese brands no longer cost money when faced with the London Olympics. Instead, they began choosing strategies and ways to find business opportunities with their brands.

In July 29th, the London Olympic Games Weightlifting arena, North Korean athlete Ou Yunzhe "cold" won the men's 56 kilogram class competition champion.

Later, he thanked the "great leader" Kim Jong-il's feelings after the games, and the pictures that express his excitement with his hands and hands quickly spread on the Internet. He became a news attraction for Chinese audiences in addition to the Chinese athletes won the Olympic Games in London.

At the same time, "bright" and Ou Yunzhe's body.

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Careful people found that regardless of whether they were playing clothes or dressing on the podium, Ou Yunzhe's right chest had a marked sign of Chinese sports brand 360 degrees.

However, despite the fact that China's local sports clothing brands, such as Lining, Anta, and 31st degree, are competing around the London Olympic Games, there are not many Chinese local enterprises sponsoring the Olympic Games.

Compared with the degree of participation in the Olympic Games four years ago, Chinese enterprises seem to have a more conservative choice in this London Olympic Games.

Exit and enter

"It's not possible that you don't say you hit 6 hundred million, and you're recovering 1 billion."

Zhao Feng, director of sports market center of the 31st degree (China) Co., told reporters.

This is a truth, and it is also the reason why some Chinese enterprises who once sponsored Beijing Olympic Games have backed down this time.

Chinese companies are almost everywhere in the official sponsors list of the Beijing Olympic Games.

In addition to Lenovo Group's top TOP sponsor, the global partners of the Beijing Olympic Games, a large number of local enterprises such as China Mobile, Sinopec, Haier group and Erie have also become sponsors or suppliers of all levels of the Olympic Games.

The Beijing Olympic Games has also become a collective international appearance of Chinese enterprises.

Compared with the grand event four years ago, there were only two Chinese brands in the list of official sponsors of the London Olympic Games: one is the laptop brand Acer Acer from Taiwan, which ranks TOP sponsor as Samsung, Adidas, Coca-Cola and other international brands, namely the 2012 London Olympic Games global partner; the other is Beijing based digital visual creative group crystal stone company as the last level of official sponsors list, that is, London Olympic suppliers and service providers, appearing on the official website of the London Olympic Games.

As the TOP sponsor of the last Olympic Games, Lenovo has made the world's attention through the marketing of Beijing Olympic Games.

Generally speaking, the official sponsorship of the Olympic Games is divided into four levels: the highest level is TOP sponsors; secondly, the official partners of the Olympic Games; the second is the official sponsors; the last is the suppliers and service providers.

TOP sponsors' brand at this level is highly exclusive, and only one enterprise in the world can be selected.

International Olympic Committee has adopted a confidentiality principle for sponsorship fees. However, it is revealed that the sponsorship fee for Lenovo's participation in the Beijing Olympic Games is 65 million yuan, while the sponsorship fee for the London Olympic Games is 80 million.

In this regard, Lenovo public relations told reporters that from the end of the Beijing Olympic Games, Lenovo decided not to continue sponsorship of the London Olympics.

As for the specific reasons, it is not convenient to disclose.

Taiwan laptop enterprise Acer Acer sees this opportunity.

Lin Rongfeng, general manager of Acer Acer China Marketing Office, told reporters that by sponsoring the Olympic Games, "not only can Acer get the opportunity to display professional and technical strength to consumers around the world, but also the important government and business customers are also the direct driving force of this brand to assist the Olympic Games."

Lin Rongfeng believes that many brands in the computer market are competing against each other to improve their identification. Most of them are driven by price and performance. However, Acer Acer hopes to enrich the brand's emotional connotation by participating in the Olympic Games, which is very important in the existing market system.

Foreign athletes wearing Chinese brands

Unlike Lin Rongfeng, Zhao Feng, director of the sports market center of the 31st degree (China) Limited, cautiously chose to use the words "Olympic marketing strategy" instead of "sponsorship" to express the participation of the Olympic Games in London.

As with the 31st degree, other sports brands have adopted a series of peripherals "marketing strategies", including the cooperation with television or network media, the broadcast of events, the signing of sports teams or athletes in China or other countries, and these behaviors are not directly related to the International Olympic Committee or the London Olympic Committee.

Zhao Feng told reporters that although it is impossible to achieve profits or even recover costs through the Olympic Games, it is an opportunity for any sports brand with long-term strategy to take the opportunity to show up internationally.

Sponsoring national teams and athletes with potential gold medal to make their brands appear as much as possible is an important way for sports brands to participate in Olympic marketing.

In fact, in 2012, it was called "the coldest winter in China's sports brand".

Some domestic sports brands have long been headache for high storage and other issues.

According to past sponsorship experience, "Olympic marketing" has no immediate effect on improving sales volume and reducing inventory.

In addition to 360 degrees, Lining and Hongxing Erke and other Chinese sports brands have adopted the strategy of sponsoring the foreign Olympic Committee or signing foreign athletes.

Lining has the most strength and experience in similar Chinese brands. Apart from providing Olympic equipment support for five gold medal teams including the Chinese table tennis team, gymnastics team, badminton team, diving team and shooting team, Li Ning Co has also chosen to sign some famous world athletes, including Jamaica flying man Asafa.

Powell, pole vaulting queen Elena.

Isinbayeva and some of the world's top sports teams.

Despite the plagued by negative issues such as inventory pressure, Lining is confident that this trip to London will be full.

"There are more than 600 athletes from all over the world in the Olympic Games, which make up the Lining Olympic legion," Lining told reporters.

"They are dressed in Lining's clothing to participate in the competition or to the podium, believing that it will play a positive role in enhancing Lining's brand reputation."

In contrast, the scale of the 31st degree is slightly smaller. It chose to cooperate with the Olympic Committees of North Korea, Belarus, Croatia, Latvia, Maldives and other countries to provide clothing for their athletes, and also signed Sun Yang and American basketball player Kevin.

Loew and other sports stars at home and abroad.

In fact, this is not the first time that 31st degree has sponsored foreign sports teams.

In 2010, the Asian Games in Guangzhou sponsored 10 countries.

Under the encouragement of "fairly good result", the 2011 National Games in Shenzhen sponsored 15 national teams, mainly Asian countries.

In view of this, it seems necessary to continue this active sponsorship strategy at the 2012 London Olympic Games.

For these "internationalization" moves, Zhao Feng, director of the sports market center, told reporters that, like most Chinese sports brands in the growing stage, "the main purpose of the 31st degree is still in the domestic market".

The choice of sponsoring foreign sports teams and athletes is also largely to enhance the brand's confidence.

If we can accidentally open up some international markets after the Olympic Games, "it is obviously better."

After the Asian Games ended in 2010, the overseas business center has been set up at 31st to the international level.

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Marketing strategy suited to oneself

It is not the result of the unilateral choice of Chinese sports brands that sponsors and sponsors of the National Olympic Committee, which is mainly derived from the accumulation of brand reputation and resources.

For example, for the 31st degree, the Asian Games and Universiade will receive olive branches from other countries after sponsoring the games.

"The choice is not very broad, and the European and American markets do not recognize our brands," Zhao Feng told reporters. "In Asia, you can not choose us like Japan, they have their own mature sports brand."

The cooperation with the North Korean Olympic Committee came from the invitation of the other side. Before the 2010 Asian Games, "the North Koreans sent an invitation letter to the 31st degree, hoping to be sponsored," Zhao Feng recalled.

It was probably a good opportunity to consider how to sell brands.

Cooperation with Belarus benefited from the performance of the 31st degree in the Universiade.

The head of the delegation of Belarus took the initiative to find Zhao Feng and expressed his willingness to cooperate.

According to the rules of cooperation, Zhao Feng asked the other party to apply for cooperation. "At that time, the other party's request was to provide more than 100 sets of equipment, and then give us a return plan."

In assessing the situation in Belarus, the brand side considered that it did well in the Beijing Olympic Games, "in the top fifty, and won the gold medal".

"We also want to sponsor European and American countries, but their sports brand is very mature, basically there is no such demand."

Zhao Feng told reporters.

Zhao Feng revealed that the decision to sign Jamaica sprinter is because the sprint in this country has been outstanding in the last Beijing Olympic Games. This time it will also become the focus. Another reason is that track and field sports require very high technical requirements for sports equipment. This is tantamount to announces to the whole world that China's local sports brand is very good in terms of technology.

"The interpretation of this brand connotation is very important to us."

Zhao Feng said.

Sponsorship contracts such as the Asian Games and the Olympic Games usually take part in 4 years. Therefore, before the signing of the contract at the Asian Games and Universiade, the sponsorship contract will basically continue to this Olympic Games.

The 31st degree brand was founded in 2003, and the 2008 Beijing Olympic Games were basically "missed". At that time, the sponsorship strategy was still in the "test stage", and only selected an advertising with the badminton champion Lin Dan, the national badminton team and coach Li Yongbo.

"At that time, the Olympic marketing strategy was not as complete and three-dimensional as it is now," Zhao Feng said.

Nevertheless, the survey conducted after the end of the Beijing Olympics found that the reputation and credibility increased by about thirty percent.

This enables enterprises to realize the importance of brand strategy planning, and is also the main driving force behind the large-scale sponsorship of the Asian Games.

In this London Olympic Games, the sale of 31st degree seems to be a must.

It also provides a brand name to the CCTV Sports Channel online column, provides advertising equipment to the hosts and guests, inserting brand advertisements, sponsors Chinese team, hockey team, handball and softball teams, and provides them with gowns, outfits and awards clothes.

After the baptism of the Beijing Olympics, many Chinese brands have become more and more clear about their sponsorship.

Instead of blindly investing, they choose a more appropriate path according to their respective development strategies.

For these Chinese brands, the London Olympics is a business opportunity and a test.