Liu Xiang Retired Shoes Brand Star Marketing Is Also Injured

     劉翔轉(zhuǎn)身品牌營銷新難題

The result of Liu Xiang's withdrawal from injury is beyond everyone's expectation.

This is indeed a realistic topic for signing many brands of Liu Xiang.

　　品牌追星營銷亦受傷

Liu Xiang's "retreat", leaving behind a sad hero's back, it stunned the hundreds of millions of viewers, all the people sigh.

More shocking and frustrating, however, are advertisers who gamble on Liu Xiang, which has disrupted advertisers' "Liu Xiang" marketing plan.

　　那些廣告主最受傷？

Mr. Zhang Wuchang said, "I think the winning and losing of Liu Xiang will be at least one billion yuan per person's advertising revenue". It is estimated that in the industry, the personal loss of Liu Xiang will exceed 100 million yuan, and the sponsorship enterprise will lose more than 3 billion yuan.

Whether experts or insiders, the huge losses caused by Liu Xiang's withdrawal from the competition are unanimous.

"Liu Xiang's retreat" exposes the risk of sports stars' brand communication, and Tang Ruitao (Tom Doctoroff), chief executive of JWT's JWT, says Liu Xiang's retirement is a "big problem" for the brands that invest in him.

(JW) made Liu Xiang's dairy advertisement for Erie.

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In 2007s, Liu Xiang made 14 brands: Amway Nutrilite, VISA, Erie, Nike, Bank of Communications (7.27, -0.10, -1.36%, bar), Lenovo, China Post, Yuan Tai, AOKANG, Shanshan, double money, Shengda, Baisha and China Mobile. In 2008, we added Ping An insurance, Cadillac and other heavyweight enterprises and brands.

There are Olympic sponsors and non Olympic sponsors.

The impact of Liu Xiang's withdrawal from competition on Olympic sponsors is obvious. Although the advertisements of non Olympic sponsors are limited, the larger joint effects on them are also ignored.

　　在這場品牌大戰(zhàn)中，最為尷尬的應該是耐克、VISA、伊利和中國平安。

Nike, in the face of Adidas's advantage as an Olympic sponsor, is in urgent need of sports stars.

This time, Nike has bet on the two trump cards, one is Liu Xiang, the other is Yao Ming, Liu Xiang plays a decisive role in Nike's Olympic strategy.

In July 2006, when Liu Xiang broke the world record for the 110 meters hurdles, the salesmen of Nike stores in China put on promotional shirts. In August 2007, when Liu Xiang made a grand slam in Osaka World Championships, Nike developed the "Xiang" T-shirt on the same day. This time, the Olympic Games were specially designed for Liu Xiang, and the red running shoes were designed for Liu Xiang. Pan Jianhua, director of the Greater China market, said, "our long-term goal is to let Liu Xiang convey a voice on behalf of Nike in 2008", and Liu Xiang's retreat has left a huge problem for Nike.

According to Interbrand's list of the most valuable brands in the world in 2007, Nike's brand value is 12 billion dollars, while Adidas has only 4 billion 800 million dollars.

It can be imagined that the gap between Nike and Adidas's brand value will further shrink in 2008 due to the impact of Liu Xiang's withdrawal.

The most influential Olympic sponsors are VISA and Erie.

VISA's advertisement is "refreshing the dream, 12 seconds 88". After Liu Xiang's retirement, such words are obviously out of date, and the idea of endorsement by Liu Xiang can not be conveyed at all. How can Erie play "have I China strong" through Liu Xiang?

VISA also how to "refresh the dream"?

It is estimated that they feel embarrassed by themselves.

Since last year, China Ping An can say that it is not "safe". First, because 160 billion of the huge financing has become the last straw to crush China's stock market, it has been attacked and even criticized by investors. After that, because of the annual salary of the chairman of the board of directors, the reputation of the products has been greatly affected by the crusade against investors by.

I don't know whether peace is out of pursuit or improving the brand influence by Olympic Games. In October 2007, China signed Liu Xiang as the "public welfare ambassador" of peace. Its main duty is to call on all sectors of society to invest in public welfare undertakings.

At the same time, China Ping An, the State Sports General Administration track and field sports management center and the Chinese track and field team and Liu Xiang three parties respectively signed a personal accident insurance policy with a sum of RMB 100 million yuan, which was donated by China Ping An to Liu Xiang. Liu Xiang's retirement due to injury brought peace into an awkward position.

　　體育追星營銷，不僅僅是砸錢而已

Sports marketing is a systematic project, including planning, design, implementation, feedback and many other links. The sports marketing around the stars, from the early "Star" to the star growth, to the win of the stars in the prosperous period, and to how to resolve the crisis and avoid the risk of wind, this requires the integration of multiple wisdom.

Sports superstars and Olympic Games pose unimaginable challenges to sports marketing.

Only by doing enough efforts can enterprises gain some gains in sports marketing, and the way of temporary cram style is not enough.

Marcus John, Asia's managing director of IMG Consulting, a sports marketing company, says that sponsoring a single player is like investing in a stock on the Consulting.

Tang Ruitao pointed out that to put the treasure in a player who takes the whole nation's heavy responsibilities, it is absolutely not a wise choice from a brand point of view.

This unwise choice may be well known by some well-known companies including Nike.

Nike designed and developed hurdle spikes for Liu Xiang, behind which is an advertising sponsorship contract of about 4 million yuan between Nike and Nike, and the latter's continuous media delivery fee is the biggest.

Before the major events, there will be two preparations for the outcome of the sponsorship, but now there are third kinds of situations, which is beyond the expectation of most sponsors.

A Chinese company signing a contract with Liu Xiang told reporters that the company originally planned to invest 5 times the marketing cost of endorsement fees, and prepared a set of marketing plans for Liu Xiang's winning and losing, but he did not expect Liu Xianghui to retire.

Abandoning Liu Xiang's damage to the brand can not be ignored. There are still some gains and losses, and there are no emergency plans. This highlights the lack of brand planning.

Liu Xiang's "injury retreat" incident also highlights the short board of "star catching mode".

Using star marketing should be a good way. Enhancing brand reputation is the most appealing point in brand marketing. Brand reputation is a tool to test the marketing effect of enterprises. Foreign research shows that every percentage point increase in brand reputation will boost the sales volume by about 0.32%.

The relationship between the stars and consumers is the relationship between people. The relationship between consumers and brands is the feeling of people and things. People's feelings always outweigh the feelings of people and things. The goal of the relationship between brands and consumers is to establish long-term emotional ties. Stars play the most vivid role in this emotional connection, and through celebrity marketing, it is easier to convey and promote the brand's popularity and reputation.

But the sports marketing of Chinese enterprises is mostly a blind "star catching mode".

Generally speaking, the sponsorship mode is, from a professional point of view, "sponsorship" and "sports marketing" are two completely different words. "Sponsorship" is a short-term behavior, while "sports marketing" is a long-term behavior and a platform.

The biggest impact of Liu Xiang's retirement is actually domestic enterprises, because most of them take the sponsorship mode, which is tied up by a star rather than a systematic project.

In sports star marketing, it is not a blind pursuit, but a long-term sports marketing. It is important to find a combination of spokesmen and products, rather than blindly looking for the halo effect of stars.

Sports marketing experts will play a great role in the relationship between athletes, some through technical support, such as Speedo shark skin, and some by early excavation, this time, Adidas signed Liu Xiang's opponent, Cuban teenager Robles.

The feedback of sports marketing should be based on the advertising value. Liu Xiang will win or lose. People's attention to him will remain unchanged. Sponsors need to be sensitive to the mainstream sentiment of the market and make some adjustments to their demands.

In the same year, the unified lubricating oil was changed to "more lubrication and less friction" in the first Gulf War, which left a deep impression on people.

Some Chinese enterprises, such as Lenovo and Erie, need to pay close attention to market sentiment changes and be flexible.