Experts Call: China's footwear to catch the Olympic Express
While it seems from the very some time in 2008, but the Museum of Chinese History in the east of Tiananmen Square is the entrance of the Olympic countdown board as early as September 21, 2004 on the standing up, is ah, it only 1000 to the next day. Domestic and foreign sponsors have long sponsored the Olympic Games, in cooperation with the organizing committee, as a top priority, put on the agenda, and begin to act.
Brand names of actual combat expert Mr. Zhao Changbiao wrote: One could argue that, in the current human activities, only the global profile of the Olympic Games, to be eligible to be "earth's biggest event."
Zhao Changbiao said the International Olympic sponsor influence is godsend. In recent years, the acclaimed and sponsored by Samsung, the miracle on the games. Samsung in 1997 after the Asian financial crisis devastated in 1998, still determined to become an Olympic sponsor since, brand awareness and increase sales rapidly.
Olympic sponsor Budweiser seat grab, "attendance", the public was Olympic sponsor product qualification, are elated, excited great fanfare, a grand celebration. Lenovo, want to sponsor the Olympics into the ranks of the world's top brands, the implementation of brand globalization strategy, announced in Beijing to become the official sponsor of the International Olympic Committee, invested 80 million U.S. dollars in cash and equipment. By Yang's words, not much, only about a year in advertising.
For many enterprises, the largest sponsor of the Beijing Olympic Games or the Coca-Cola, McDonald's, Samsung, Kodak, Nike, Adidas daily production giants such things, they are frequent visitors to the Olympic Games feast, the rich and powerful of the Coca-Cola said its Marketing funds several times over the Olympic sponsorship.
Marketing through the Olympic Games to improve corporate image and product brands, is anyone thinking. But sponsors must be strong enterprises, is the industry's leader in the development of good prospects, there is sufficient funds to pay for sponsorship; companies with good social image and corporate reputation, corporate brand and image of the Beijing Olympic Games and the Olympic ideal and the concept of complementary products meet environmental protection standards; enterprises in marketing and advertising promotion to invest enough money and make other efforts to take advantage of Olympic marketing platform, and publicity and promotion of the Beijing 2008 Olympic Games; also be able to successfully Olympics to provide sufficient, advanced, reliable products, technologies or services.
Become partners in the organizing committee, the corresponding access rights will be unprecedented attractive. However, enterprises have become the Beijing Olympic partners, the benchmark price of more than 40 million U.S. dollars, this is only the entry price of automobiles, banking, aviation, petrochemicals, garments industry, but also much higher price.
Olympic sponsorship is such a high threshold for the lack of large enterprises, the footwear brand in China, it seems that it is high price, is beyond its capability.
Zhaochang Biao, said the brand's strength as the Olympic Games, BOCOG selection criteria for sponsorship is critical. Typically, the choice BOCOG sponsors, the main reference to the following criteria: qualification factors?? Sponsored enterprises must have the strength of the enterprise, is the industry leader in the development of good prospects, there are sufficient funds to pay for sponsorship; protection factor?? to provide sufficient for a successful Olympic Games, advanced and reliable products, technologies or services; Quote factors?? enterprises sponsored by the price quoted is to choose sponsors one of the most important consideration; brand factor?? enterprises have good social image and corporate reputation, corporate brand and image and the Olympic ideal and the concept of Beijing Olympic Games complementary products meet environmental standards; promoting factor?? enterprises in marketing and advertising to invest enough money and make other efforts to Olympic platform to take full advantage of marketing, publicity and promotion while the Beijing 2008 Olympic Games. The high threshold, so many businesses daunting.
Even so, there are still companies successfully boarded the Olympic Games this clever car. There is a once little-known "more prestige" professional sports shoes, light, practical. Since the Kirkland branded shoes packing after five rings logo, its product sales doubled. In 2004, the Athens Olympic torch pass in Beijing, when the first rod from the Great Hall of the departure, the veterans of Kirkland jumped up suddenly, like kids, excited about to cry?? His surprise to see such a grand solemnity The Torch Relay, the first torchbearer, wearing socks and shoes are more than prestige. Later understanding of what to wear shoes and socks were not deliberately, the torch is accidentally picked up a light and comfortable and size match. On the other hand summary, it is also has more prestige for the Chinese Olympic Committee, co-sponsors, that make high-quality footwear in the field of vision in the selection of torchbearers.
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