XTEP Will Launch The "Non General" Olympic Strategy

The high doorsill of the Olympic sponsors did not block the falcons who wanted to eat the Olympics.

A few days ago, Ding Shuibo, President of XTEP (China) Co., Ltd. announced in Shanghai that it would spend 200 million yuan to start the "non general" Olympic strategy.

XTEP's sales in 2007 amounted to 13-15 billion yuan, and Ding Shuibo said in 2008 that it would increase sales by more than 70% through Olympic marketing.

However, after the Beijing Olympic Organizing Committee has shown "yellow lights" to all kinds of "free riding" activities, the Olympic Games launched by XTEP's non Olympic sponsors are also facing various tests.

From the inside out curve to XTEP, it can be understood as a special step. In the face of the Olympic feast, XTEP decided to save the huge sponsors, extravagant attack from the periphery, and participate in the Olympic Games with the help of distinctive brand culture.

Although Olympic sponsors have the right to be protected within a few square kilometres around the Olympic Village and Olympic venues.

However, athletes from all over the world, especially the large number of tourists from all over the world, can not be confined to this area.

And the vast world is a place for non Olympic sponsors to play their best.

Compared with Adidas and Nike, XTEP has unique advantages in the construction of retail network in the two or three tier market.

XTEP has more than 4000 stores in China, all in the form of exclusive stores. According to Ding Shuibo, XTEP has embarked on the implementation of a large-scale terminal store pformation plan to promote the "Olympic concept store": expand the original store area and pfer to the golden section.

There will be thousands of brand-new XTEP stores on the platform of Olympic events in 2008, including 20 Olympic giant stores and 80 Olympic flagship stores.

The star shops are mainly concentrated in the pedestrian streets of the provincial capital cities; flagship stores are concentrated in the main pedestrian streets and commercial streets of major cities in different provinces.

XTEP plans to enhance the brand at the same time, let consumers have more contacts and experience place, to achieve the best purchase.

In addition, XTEP has taken a shortcut to use the media platform to participate in the Olympic Games.

In the struggle for gold advertising resources in the Olympic Games CCTV, XTEP's "smashed" 46 million won the exclusive title right of the Olympic column "courier", while "smashed" the winning bid of the 63 million 330 thousand "live broadcast of the 2008 Olympic Games."

As we all know, the consumers of sports events are Pyramid structure, from top to bottom are stars, professional athletes, sports enthusiasts and ordinary consumers.

If the sponsoring stars and teams are focused on the image of stars and professional players, then the sponsorship TV channels are closer to sports fans and ordinary consumers.

The Olympic war is also a media war. Many information and news are pmitted through the media to more viewers who can not come to the venue. The television relay will be the most important position.

XTEP has won the dream that many businessmen have dreamed of with 110 million yuan, so that the mass platform for disseminating information will become a brand publicity window, which will make the brand play a greater influence.

Moreover, in order to create a distinctive feeling, XTEP has also chosen a new media platform -- Olympic train.

XTEP joined hands with the Central Committee of the Communist Youth League of China, the Beijing Olympic Organizing Committee and the Ministry of Railways to win the exclusive right of naming the XTEP national youth civilization to promote the Olympic culture tour.

Mr. Zhao Dongming, Minister of cultural activities of Beijing Olympic Organizing Committee, said that this is a hand in hand with national culture and Olympic culture, opening up the 08 Beijing Olympic marketing.

With the progress of the Olympic train, XTEP's brand will be displayed again and again in front of consumers.

Third, XTEP is still trying to sponsor some teams to enter the Olympic Games and occupy a place in the competition.

At present, the delegation of Belarus has clearly negotiated with XTEP.

Belarus has performed well in various international sports events. The Athens women's 100 meter gold medal in the Olympic Games was won by Belarus athletes.

The Chinese are very familiar with the European strength, there are many favorite athletes, XTEP can get more opportunities to show themselves at the Olympic Games.

Worrying policy barriers face all kinds of edge ball behavior of non Olympic sponsors. Recently, the Beijing Olympic Organizing Committee issued a proposal to prevent Olympic recessive market behavior, demanding strict protection of Olympic intellectual property rights.

The initiative calls for Olympic global partners, Beijing 2008 Olympic partners and sponsors to strictly fulfill the sponsorship contract obligations, and actively cooperate with the Beijing Olympic Organizing Committee's anti recessive market work.

Not engaging in any covert marketing campaign of cross sponsorship category does not provide a platform for non Olympic sponsoring enterprises to engage in hidden market behavior.

The proposal also strictly stipulated the name, logo or other identifying patterns of non Olympic sponsors in joint marketing activities.

The enthusiasm of non Olympic sponsors is being whipped and frozen again and again. Is business intelligence able to navigate in minefields?

This is the cruelest problem faced by all non Olympic sponsors, and the answer is the ultimate test of Olympic strategies for non Olympic sponsors.