How Should Liu Xiang Run For Business?

"What?

Let Liu Xiang make an advertisement in AOKANG's sneakers?

It's going to die. "

Wang Zhentao, chairman of AOKANG, plunged his forehead in deep thought. "This is not good enough to become an advertisement for Nike."

Not long ago, Liu Xiang became the ambassador of China's shoe brand AOKANG. What Liu Xiang ran and how to run was puzzled by AOKANG's new advertising in 2008.

Liu Xiang is the priceless treasure of the advertising industry.

Liu Xiang, who is running, has been subdivided into the market -- Liu Xiang, who wears sportswear hurdles, is speaking for Nike; Liu Xiang running in sportswear will be the spokesperson of the domestic brand AOKANG; when he jogged with Powell, he endorsed Amway; when he ran with the kangaroo, he endorsed VISA.

According to market valuation, from 2008 to 2009, the brand running with Liu Xiang costs 20 million yuan a year.

This time, Liu Xiang dressed in casual clothes six months ago, Wang Zhentao's left hand and right hand respectively chose a choice: Yao Ming or Liu Xiang.

According to his brand vision, "after the Seoul Olympic Games, LG and Samsung have been successful and become international brands.

Now we hope that the Beijing Olympics will help AOKANG move towards the international arena.

AOKANG has always wanted to shape its international image. The shoemaking enterprises in Wenzhou have developed their own retailers in the US, Japan and India. Wang Zhentao also plans to work with Italy's brands to create an international AOKANG.

Wang Zhentao plans to spend the "big deal" in Olympic marketing, and the budget of public welfare advertising and some related Olympic public utilities will reach 70 million yuan.

At this time, in his eyes can represent the future AOKANG international image of the athletes only two, Yao Ming and Liu Xiang.

Two people all have the same high international reputation, the same is the brand's favorite, but according to AOKANG's propaganda theme, "08 look at China's footsteps", "Liu Xiang is more suitable, Yao Ming can not represent" China's footsteps "but" China height ".

When Wang Zhentao made this choice, employees in the enterprise were very excited.

Two years ago, Wang Zhentao and Liu Xiang had close contact. They became the top ten young people in the country and sat together.

For Liu Xiang, Wang Zhentao has more feelings.

At this point, it was suggested that since Liu Xiang chose to endorse, whether he could push AOKANG's sports shoes, "we resolutely do not do sports shoes, this has become advertising for Nike, so that is dead."

In order to be separated from Nike's brand advertising, and without losing the true color of Liu Xiang, AOKANG's advertising creativity has been modified several times.

At first, Liu Xiang crossed to the heights, but this idea was quickly rejected because it had little to do with other Liu Xiang advertisements.

As of press release, Liu Xiang's endorsement for AOKANG is basically the same as advertising creativity. Liu Xiang is no longer frowning brows.

At this point, cross bars need to be turned into 2008 words. Liu Xiang, dressed in casual clothes, shows a cordial smile and crosses 2008.

A few days later, Liu Xiang's new advertisement will be filmed.

Liu Xiang's bet aside from Liu Xiang's Olympic origins, AOKANG is also a leather goods supplier of the 2008 Beijing Olympic Games. "Many people believe that the Olympic Games supplier has won the admission ticket and it is over, and we do not think so. It is just beginning."

Wang Zhentao described Liu Xiang's endorsement, "this is like boiling water, 80 degrees to 100 degrees, just a little bit, through Liu Xiang fame and reputation, we can boil this water."

In 2008, Liu Xiang was destined to bring his advertising value to the extreme.

At present, Liu Xiang's known brand endorsements include Nike, Erie, Coca-Cola, VISA and so on. The market participants expect Liu Xiang's endorsement price to be no less than 20 million yuan per year, the same idol Jay Chou, in 2006, the endorsement fee is not less than 12 million yuan.

How should we use Liu Xiang?

In the beverage packaging, bus station billboards, every corner can see the Chinese boy hurdling figure.

Merchants' huge bet on Liu Xiang is like a roulette, and chips are getting higher and higher. The final decision to win is not only the ten seconds of Liu Xiang's track and field runway in the summer of 2008.

Besides, another kind of risk is perplexing advertising planning companies all the time.

The more Liu Xiang is an advertising darling, the more likely his commercial endorsement will be drowned in the rush of advertisements.

Yang Yeqing, a brand marketing expert, reveals the status of Chinese brand endorsements. "In China's environment, no one has experienced sports marketing, Olympic marketing, and less experience accumulation. Such blind pursuit is inevitable.

Not even from the needs of the brand itself, but a single pursuit of celebrity popularity "inversion".

In pursuit of sports stars, they also lost themselves.

According to Yang Yeqing's plan, enterprises may look for some "cool" characters in the Olympic Games as "endorsement", such as signing Tai Lihua, allowing her to speak as an image, supporting Paralympic Games, or even Sun Haiping.

No matter how worried the outside world is, Liu Xiang, who has just signed a month with Wang Zhentao, described the current situation as "much better than expected."

People in Italy and Europe know less about athletes, but they know that after signing with Liu Xiang.

We signed a contract with Liu Xiang, many people came to us, the first to show the strength of the enterprise.

Second, enhance the reputation and popularity of enterprises.

Many people are willing to cooperate with us.

This allows us to enter the international market quickly. "