AOKANG: A Sample Of Shoe Companies That Gamble On Olympic Games

In the morning of August 18th, Wang Hailong got up very early.

As Liu Xiang's brand sponsor, Liu Xiang's Olympic performance has great strategic significance for AOKANG.

However, Liu Xiang in the TV lens almost stunned everyone. When Liu Xiang was wearing Nike's unique single shoulder strap sportswear, he slowly drowned in the corridor outside the bird's nest. The entire bird's nest was more than 90 thousand live spectators silent.

AOKANG employees seem to be more difficult to accept. They all look at each other in surprise. They do not know what has happened. Some people even think that they are good at making strange things.

Wang Hailong knows that from now on, he will become very busy. As the direct executor of AOKANG Olympic marketing campaign, Wang Hailong will not even have time to brew the mood of Liu Xiang after his retirement. His astonishment has been interrupted by the director of publicity.

Soon, as a sponsor of Liu Xiang, AOKANG group's "strong Liu Xiang" statement was first conveyed by Wang Hailong.

However, what has not been disclosed in the draft is that AOKANG endorsed the advertising contract signed with Liu Xiang before the Olympic Games, which is a two-year contract. Until the end of 2009, they will have to cooperate with Liu Xiang and support him.

At the same time, according to AOKANG's plan, from August 21st (Liu Xiang finals) to August 27th, the important advertising hours of CCTV and local satellite TV will broadcast high-density AOKANG to Liu Xiang's endorsement of the "2008, watching China's footsteps" Olympic advertising.

All this was upset by Liu Xiang's retirement.

Although AOKANG signed an endorsement contract with Liu Xiang last year, the company's promotions, promotions and other activities were all ready for Liu Xiang to win the gold medal in 100%.

10 million yuan is obviously not easy for AOKANG's Chinese private shoe enterprises to get the money.

The controversy is not only the price of Liu Xiang's endorsement, but also the super star Liu Xiang, who is the representative of the Chinese sports flag. At that time, he was already wearing 11 ad endorsements contracts. His commercial value could leave much to the AOKANG group to catch up with the "noisy last bus". It was also a headache for the top executives, including Wang Zhentao, President of AOKANG group.

Wang Hailong, as the executor, knows that the reason why Wang Zhentao, President of AOKANG group, is open is that AOKANG sees Liu Xiang as Liu Xiang's optimistic, positive and upward sunshine image, which is consistent with AOKANG's "dream come out" brand.

However, the marketing and promotion activities planned and deployed around Liu Xiang seem to be inevitable because of the withdrawal of Liu Xiang at the moment.

After signing with Liu Xiang, AOKANG began to play many slogans with Liu Xiang: "wear AOKANG, go to Beijing, watch the Olympics, cheer Liu Xiang" and "2008 look at China's footsteps".

And this is just the beginning. With the approaching of Olympic Games, AOKANG began to select the "AOKANG Liu Xiang cheer group" in 10 cities such as Wenzhou, Shanghai, Wuhan and Nanjing in late June.

Wang Hailong still clearly remembers the warm atmosphere at the scene. "Come on, Liu Xiang, cheer up China", one after another, from 108 decibels to 115 decibels, Wang Hailong was amazed by the enthusiasm of the consumers involved in Liu Xiang.

AOKANG relies on hundreds of Olympic Games complimentary tickets from Olympic organizers, which were originally distributed to dealers and agents from all over the country. As a reward for outstanding performance, AOKANG went to Beijing to watch the match during the finals, and now it can only be greatly reduced.

What makes Wang Hailong lose and embarrassed is that Liu Xiang's group of Liu Xiang's cheer team members, with the expectation of Liu Xiang's lead, spontaneously created the song of "Xiang" to prepare for Liu Xiang's refuge at the bird's nest.

At present, the AOKANG marketing department immediately took the banner that congratulated Liu Xiang to win the more than 3000 stores in the country, and replaced it with the banner "Liu Xiang, we will always support you", and the contents of these advertisements were Wang Hailong and his propaganda team after they learned that Liu Xiang had been out of the competition overnight.

From the moment Liu Xiang retired from the competition, Wang Hailong paid close attention to the other 13 trends that were sponsored by Liu Xiang.

However, like most of the public's support for Liu Xiang's continued support, other sponsors who gamble on Liu Xiang are also most likely to continue to cooperate with Liu Xiang, despite the fact that many sponsors' Liu Xiang advertisements have been replaced at the moment.

So, in terms of business value, whether Liu Xiang's future is worth looking forward to and "gambling" may be a problem that all sponsors themselves can't answer.

But Wang Hailong and the whole AOKANG now have no time to think about that far. Now, their more important task will be how to better integrate the brand development of AOKANG and the social mood of Liu Xiang, and let it become the focus of public propaganda, so that AOKANG's own image and brand influence can be improved.

　　而王海龍和整個(gè)奧康集團(tuán)也清楚，盡管他們的形象代言人已經(jīng)-行業(yè)書(shū)網(wǎng)-

Early withdrawal from the game, but this Liu Xiang because of the withdrawal of the start of the other marketing crisis war has just begun.