AOKANG: 3 Hundred Million Olympic Marketing

耐力之爭

Starting point: the largest private shoe making enterprise in China

Hair force: win the Olympic leather supplier qualification

Accelerator: "Olympic champion's dream action" appearance

Final result: AOKANG leather goods sales increased by 100% in 2007.

With the opening of the Beijing Olympic Games, the emotional marketing of AOKANG group will also exert its strength.

In this general attack, Wang Zhentao, chairman of AOKANG group, played the role of chief commander.

How to layout the national marketing network, how to play the Olympic card and how to attract consumers are not neglectful.

Five or six ten people's propaganda and planning team, together with 3 public relations and planning companies that they cooperate with, these people spend 80% of their time on Olympic marketing.

They must consider: the initial publicity campaign invested 200 million yuan.

　　收集材料花了2個月

How did the name "AOKANG" come from?

Maybe many people don't know yet.

Wang Zhentao is a sports fan. He likes swimming very much. He goes there almost every day.

In 1988, he founded his shoe factory at 30 thousand yuan, when the Seoul Olympic Games were held.

While watching the Olympic Games, he is also thinking about how to make a company like the Olympic Games.

Since 2000, AOKANG group, which has a certain scale, has begun to take part in the Olympic Games to expand the influence of its own enterprises.

Ten thousand pairs of leather shoes sponsoring the Sydney Olympic Games and the Athens Olympic Games "AOKANG cheer group" have received good results.

Beijing Olympic Games is undoubtedly a golden opportunity.

In 2006, Wang Zhentao was informed of the recruitment of suppliers by the Olympic Organizing Committee, and immediately entrusted Luo Huirong, director of the brand planning center.

"It's not easy to win suppliers of Olympic leather goods."

Luo Huirong said that the Olympic Organizing Committee's requirements for suppliers are very high, which involves the enterprise tax, market conditions, advertising investment, popularity and so on, especially the most stringent requirements for environmental protection.

Because suppliers must be corporate with a sense of social responsibility.

On the question of capital, Luo Huirong disclosed that during their application period, an enterprise won the supplier quota for the Olympic Games, but later huge sums of money could not be put in place, and eventually the quota was cancelled.

Luo Hui Rong under pressure, with a dozen people's team, finishing material spent two months, every day until seven or eight o'clock in the evening.

He himself ran nearly 10 trips to Beijing.

From the submission of applications, the submission of materials to the results of the announcement, AOKANG spent more than six months before and after.

"If this contest is to be disclosed later, it will be a good story to write."

Luo Huirong said.

　　幫奧運冠軍圓夢

On the day he learned that he had won the qualification for the supplier of leather products in Beijing, Wang Zhentao asked a dozen meritorious officials to eat a lot, and several people were drunk.

"Things that have been thinking for 20 years have come true!"

Wang Zhentao did not conceal his excitement at the banquet.

But this is just the beginning. Next, how to rely on the Olympic Games to promote the brand, the task is more arduous.

AOKANG executives think that leather shoes are emotional products. We are familiar with your brand and are interested in you.

Big business is brand affinity.

More than 1 months after the declaration, AOKANG's most commendable "Olympic champions' dream action" came out.

They invited 6 representative Olympic champions in the 6 Olympic Games from 1984 to 2004 as ambassadors for dreams.

"Simply speaking, this action is to give some money to Olympic champions and do some charity activities in their name."

Luo Huirong introduced.

Yangling "AOKANG children rehabilitation ward", Ma Yanhong "retired athletes rehabilitation program for spine rehabilitation", Gao Min "Beijing Sport University Gao Min scholarship", Qian Hong "open water rescue project", Wang Junxia "Western ten thousand people healthy running plan", Tian Liang "love sick room - congenital heart disease children rehabilitation project" successively launched.

　　一筆很劃算的買賣

Next, the strategy of AOKANG's emotional marketing is to hold a "Thanksgiving coach" campaign: launched by Liu Xiang, the "China's top 10 Olympic champion enlightenment coach".

In addition, after the Olympic Games, the second round dream plan will also be launched, and the ambassador will be the champion of this Olympic Games.

With so many activities, how much does AOKANG spend on Olympic marketing?

Since last March, AOKANG has invested nearly two hundred million, while AOKANG's Olympic marketing budget is about 3 hundred million.

AOKANG shoes are 300 yuan a pair, which is about 1 million pairs of leather shoes.

Is it worthwhile to spend so much money?

Luo Huirong's view is that AOKANG's advertising budget in one year is about 150 million yuan, and now it is much more expensive. "Compared with the results, it is a very cost-effective business."

According to the China Brand Research Institute, AOKANG brand reputation increased by 8.63% in 2007.

AOKANG's leather goods sales increased by 100% in 2007 (only about 30% in the past year), and leather shoes increased by 40%.

Even in this year's market downturn, sales of leather shoes increased by more than 30% in the first half of this year.

"Olympics is like a star who will always be popular.

As an Olympic supplier, the impact is not one or two years, but a long-term one.

Luo Huirong said.

　　奧運進行時

AOKANG joined hands with sina to build an Olympic Games for all of the people.