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Non Brand War "Commercial Olympics": Who Is Concerned Only With Nike?

2008/8/20 16:32:00 61

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In addition to winning the TOP sponsorship of the Beijing Olympic Games for 65 million US dollars, according to Zheng Zhanwei, President of the China Brand Research Institute, Lenovo's annual advertising budget is as high as 1 billion yuan.

Lenovo hopes to expand its influence through the Olympic Games, without doubt, Wang Zhentao also said before: "because of the relationship between becoming a supplier and signing Liu Xiang, many international brands hope to cooperate with us.

"At any time and anywhere, you can feel the Olympic atmosphere strongly."

In August 11th, Wang Ming, a Shanghai tourist who had just arrived in Beijing for 6 days, was very incessant with reporters.

During these 6 days, Wang Ming watched the competition and stroll around Beijing, feeling strongly that "the Olympics is everywhere".

Zheng Zhanwei, President of China Brand Research Institute, said that it was business that promoted the multiplier effect of Olympic Games.

"Have you noticed that most advertising for Olympic Games is a kind of corporate behavior?"

The "2008 Olympic marketing report" recently released by China Brand Research Institute shows that a large number of enterprises are riding the Olympic Games.

From a commercial point of view, the Olympic Games are not only the commercial opportunities of professional sports firms in the field, but also the display platforms for non sports companies outside the stadium.

"Commercial Olympics" is everywhere.

On August 11th, on the Olympic branch line, Wang Ming saw the sightseeing tickets of the green Olympic Park held by two tourists, which attracted everyone's admiration.

Wang Ming later learned that most of the tickets were distributed by sponsors in the Olympic Park, providing some visitors with an opportunity to visit the Olympic Park and participate in sponsorship theme activities.

In August 12th, reporters saw in the Olympic Park that besides the bird's nest, the water cube and the National Stadium, the largest estimate today is the innovative and creative experience Museum of the big sponsors.

Lenovo, Netcom, Bank of China, Sinopec and other words are lined up.

"How can pigs be hooked on the Olympics?"

Wang Ming thought it was "humorous".

On the streets of Beijing, Wang Ming repeatedly saw advertisements for "Beijing Olympic Games for pork".

These body advertisement is one of the means of Olympic marketing of Beijing Qixi crane Food Co., Ltd.

Qixi crane is the sole supplier of chilled pork and pork products for the 2008 Olympic Games, established by International Olympic Committee and Beijing Olympic Organizing Committee.

Not only that, beer advertising is also printed on the streets of Beijing security volunteers work clothes.

Now, on the streets of Beijing, security volunteers wearing Yanjing Beer clothing are playing the role of mobile billboards while maintaining Street order.

Compared with the above enterprises, Lenovo's Olympic marketing methods are more professional.

Many analysts think: "this Olympic Games Lenovo may be like the Seoul Olympic Games Samsung, the real world brand."

In the Olympic Park, the exhibition area of Lenovo has reached 1200 square meters. In addition to the unique shape of flying wings, Lenovo also displays the image of first-class international enterprises through six major functional areas, namely Xiangyun torch exhibition area and product interactive experience zone.

According to Zhu Guang, senior director of Lenovo's Greater China brand communication department, Lenovo is just part of Lenovo marketing strategy during the Olympic Games.

In CCTV, all the Olympic Games broadcast rooms use the computers provided by Lenovo without exception.

Two days before the start of the competition, Lenovo's two black and one red notebooks matched the colors of the host's clothing and made a good eye.

In fact, Lenovo is just the representative of many non sports brands during the Olympic Games.

AOKANG group is on the last bus of Olympic sponsorship, and its Olympic marketing rights are limited.

But during the Olympic Games, AOKANG group used the opportunity to sign Liu Xiang, organized the cheer group to cheer on the scene, and created the song of "Xiang Xiang", which could also cause concern.

Billions of gold

"The total investment of Qianxi crane supporting the Olympic Games is 100 million now. Qianxi crane wants to show its Olympic quality for its meat products."

A person from Beijing Qixi crane food limited said.

The industry estimates that 100 million of the meat companies that are not very profitable are astronomical.

"Now many friends have seen Lenovo's advertisement in CCTV."

Zhu Guang seems to be more satisfied with Lenovo's performance during the Olympic Games, at least in television advertising.

However, for this short time, Lenovo spent a lot of time and energy, for example, the preparation of Olympic experience hall took a year.

In Olympic year, most of this budget is undoubtedly used in Olympic marketing.

From the design results of the Olympic torch to the selection of Olympic torch bearers and sponsorship of the Olympic torch relay, Lenovo did enough marketing on the eve of the Olympic Games.

For other rare Olympic opportunities, other sponsors in China also show great powers.

For example, AOKANG group chose to compete with Olympic champion, launch the Olympic champion dream program, and even pay heavily for the signing of Liu Xiang.

According to AOKANG group brand director Luo Hui Yan, the company's advertising on the theme of Liu Xiang will reach 1 hundred million in 2008.

The effectiveness remains to be seen.

Enterprises want to see the market changes through Olympic marketing. Wang Zhentao, chairman and chief executive of AOKANG group, said: "even under such unfavorable conditions this year, the sales of leather shoes in the first half of the year have increased by more than 30%."

Lenovo said sales in fiscal 2008 amounted to $16 billion 400 million, up 17% from the same period last year, script src=>