Who Is The Winner Of Olympic Marketing?

The Olympic Games in Beijing, which has attracted much attention, has come to a close.

Lining's "Feitian ignition", Chen Xiexia's China's first gold medal, Liu Xiang's retirement due to injury......

Around the Beijing Olympic Games, various businesses launched a thrilling marketing war.

Many of the sponsors were caught off guard when Liu Xiang retired from injury.

However, in this incident, the international big name Nike responded quickly. The second day advertising with strong emotion came out through the print media. Nike took the public's concern for Liu Xiang naturally and brought it to its own brand. Some people said Nike was the winner of the Olympic Games.

Lining lost the enemy at home, missed the sponsorship opportunity of the Chinese delegation, and Lining employees cried for this. But Lining surprised the whole world at the opening ceremony. A "flying fire" seemed to bring Lining's brand to "fly up". Some people said Lining was the winner.

China's Olympic gold medal was finally spent on the Chinese weightlifting team. Around the exposure rate of the first gold medal, some people praised the wisdom of NIKE; someone noticed for the first time that the little sign of Chen Xiexia's sportswear "CHINA" - mingle, a small price for mingle flower, but won the first gold in China.

So, who is the winner of the Olympic marketing?

The current marketing forum will invite industry elites to discuss together.

       劉翔退賽，耐克溫情廣告征服人心？

Reporter: Liu Xiang has become the focus of world attention in the 110 meter hurdle race of Beijing Olympic Games.

Liu Xiang's unexpected withdrawal made all the sponsors confused, but Nike launched a new advertisement at the first time, which resonated with consumers.

Why can Nike do that?

Ye Maozhong: before the major events, there are two preparations for the outcome of the sponsorship. But now there are third kinds of situations. This is also a test for all sponsors.

Emergency plan is not, Liu Xiang suddenly quit the game, let the Chinese people sigh and sigh, including those he endorsed businesses, the commercial value of the merchants is affected, and for these sponsors, now give up Liu Xiang is the biggest harm to the brand.

Because that will bring a negative impact on the brand, consumers will think that the brand is inoffensive and humane.

The rapid reaction of Nike is the ingenious use of the feelings of consumers, Liu Xiang left the game left behind is a sad hero's back, at the moment, not only his heart needs to comfort, like his consumer's heart also need to comfort, Nike second days quickly launched the sensational Liu Xiang retreat advertising, the consumer to Liu Xiang's retirement of sadness into their brand, so as to maintain the brand and consumers long-term emotional connection.

Li Guangdou: before the competition, preparations should be done well, winning a victory is certainly a good thing for the sponsors, but conversely, even if Liu Xiang fails, the sponsors will not lose much if they plan well.

It is reported that Liu Xiang suddenly quit the game due to injury, which no one has ever expected. In fact, Nike and other enterprises have specialized teams to plan the work of Liu Xiang advertising.

Earlier, considering the uncertainty of whether Liu Xiang could win the championship, Nike had already made preparations for both sides: Liu Xiang's advertisement after winning the championship and the advertisement that he did not win.

Cao Fanghua: Liu Xiang withdrew from competition to test the ability of rapid reaction of enterprises. In the event of Liu Xiang's withdrawal, the only "not to lose" is NIKE.

Why does it say that it is "less deficient"?

First of all, when CCTV broadcast live, Liu Xiang's war boots were written for at least 5 seconds. Secondly, Liu Xiang's performance is more consistent with NIKE's "Just do it". "Just do it" plates just to do it, so Liu Xiang is also working hard on the day of competition, but the leg is really not good; if she wants to give up, she will give up.

Finally, NIKE changed the advertisement at the first time, the picture rushed to the first column for Liu Xiang, then pferred the direction, the picture fixed "Just do it".

Wang Junyu: Nike is very slippery when dealing with such emergencies. Liu Xiang withdrew for second days. The Southern Metropolis Daily published the first advertisement of Liu Xiang's withdrawal from injury. The sentimental and resolute sentiment in the advertisement and the back of Liu Xiang's departure were the best match with the voice of the Chinese people.

Because of the risk of sponsoring sports competitions, almost all sponsors will prepare several plans, but Nike still has a few advertisements that match the sentiment of the Chinese people.

At the same time, Liu Xiang suddenly returned from the injury because of the endorsement fee. The most influential non Olympic sponsor was Nike.

In the face of Adidas's home court advantage as an Olympic sponsor, Nike hopes to break the dream of Liu Xiang's popularity breaking star.

In the face of Liu Xiang's retirement, Nike played a big role in reducing the risks and sentimentality. But the firm statement is perfectly compatible with the Chinese mentality. Nike has naturally attracted the public's concern for Liu Xiang. Even if Liu Xiang lost, Nike would be a big winner.

Beijing Olympic Games

　　能否成就國際化的李寧

Reporter: at the opening ceremony of the Beijing Olympic Games, Lining flew to run and lit the torch instantly.

Lining's sporting goods brand is undoubtedly the biggest winner.

Cao Fanghua: the opening ceremony of the Olympic Games is undoubtedly the focus of the world's attention in the August 8th. And in the following period, the Olympic torch will be pmitted by the world's major media at high frequency, and rapidly enhance the global popularity of "Lining".

Let the people of the world and the Chinese people forget that Lining lit the Olympic flame. This is an excellent opportunity for the global promotion of the "Lining" brand. It is a historic event for Lining's brand to further internationalize and compete with ADI and Nike.

In addition, the position of Lining's first brand of local sporting goods will be further consolidated.

According to relevant news, in 2007, the number of sales terminals of Anta exceeded Lining, and the rapid growth of Anta began to pose a threat to Lining's leadership.

But brand history and brand story are important dimensions of brand value, and the Olympic Games are lit by Lining.