The First Year Of Global Marketing Of Chinese Brands

The Olympic Games, as the unique value of the marketing platform, can not only attract enough attention, but also enhance the brand status more effectively. People usually think that the countries and cities hosting the Olympic Games are recognized by the whole world, and the Olympic sponsorship brands will be regarded as the leading brands in the industry.

In addition to the ingenuity and great opening ceremony, the Chinese delegation also won the historic results of Olympic gold medal first.

But the biggest winner is not any of them, but Lining, who did not become an Olympic sponsor.

Most of the audience who watch the Olympic Games also love sports. This correlation allows the Lining brand to blend into the Olympics very naturally. Second, "Lining ignition" occupies the commanding height of the Olympic communication.

The opening ceremony of the Olympic Games is the most concerned part of all previous Olympic Games. The climax of the opening ceremony is nothing more than the lighting ceremony of the main torch.

Lining's "kindling father's day by day" ignites the three part of the main torch, and undoubtedly becomes the world's highest concern for three minutes, and the resulting communication effect is hardly enough for any enterprise to propagate. Third, it has become a famous strong team Olympic clothing sponsor.

At this Olympic Games, "Lining" became the costumes sponsor of the Olympic teams of Argentina and Spain. The world superstars such as Messi and Juan Riquelme won the Olympic champion in Lining's costume, which not only promoted Lining's international popularity, but also enhanced the status of Lining brand in the minds of domestic customers, which means that Lining had already been the top sports goods brand such as Nike and Adidas.

Lenovo and Haier have improved their publicity strategies during the Olympic Games, but this has little to do with Olympic marketing.

Lenovo's propaganda during the Olympic Games further weakened the "Lenovo", highlighting the difference between "IdeaPad" and "ThinkPad". This is a correct chess game. Consumers are concerned about product brand, not enterprise.

Lenovo also vigorously publicized itself as the "Olympic torch designer" through the media, but it is difficult for consumers to link the torch with the computer. This communication can not produce much value. Haier is also promoting its concept of "one world, one home", and the impact of its own world brand. This is also more meaningful than the concept of "Haier is the sea".

The other sponsors, such as Qingdao, Yanjing, Yili and AOKANG, are not very good at Olympic marketing.

The root lies in the misunderstanding of marketing and brand understanding.

It is generally believed that the key to Olympic marketing is to win attention.

In fact, popularity is important, but it is far from enough.

Without a differentiated positioning and strategy, it is very difficult for the brand to really enter the customer's mind.

In this sense, the successful Olympic marketing includes at least two parts, first of all, the positioning of differentiation, and then through the Olympic platform to differentiate the positioning of the spread to the people of the world.

The slogan of Yanjing beer is "moving the world and surpassing dreams". AOKANG shoes are "dreams come out". China Air China is "carrying the Olympic flying dream". The State Grid is "lighten up the dream". Tsingtao Brewery is "passion accomplishes dreams". Erie milk is "creating possibilities for dreams". The publicity of these Olympic brands is related to "Dreams", but consumers can hardly tell which brand is which dream they are dreaming of.

The example is SONY, SONY's original English name is Tokyo Tsushin Kogyo. When it entered the global market, it also encountered this problem. Later, it changed to Sony based on English habits.