Lining And Adidas's "Olympic Marketing"

On TV, KFC is hawking the wings of victory. Li Yongbo, the coach of China badminton team, said he "believes in the power of China (toothpaste)". Suning Appliance "cheers for China" and Wang Lao Ji "bless Beijing".

Although there are no words and direct relations with the 2008 Beijing Olympic Games, can you say it doesn't matter?

The famous advertiser Ye Maozhong said well: many consumers do not know who sponsored the Olympic Games, but just feel who sponsored the Olympic Games.

For many non Olympic cooperative enterprises, this is the feeling or illusion.

As a result, the "Olympic Games edge ball committee" (referred to as the "Olympic Committee") and other related enterprises marketing.

Facing the high cost of sponsorship and limited quota, many enterprises can only stay outside the threshold of Olympic cooperation.

But in the face of the huge Olympic business opportunities, no one can stay away from it.

The classic case of Samsung's return to the Olympic Games sponsored by Samsung Electronics makes many enterprises "blood and heart".

Sponsoring the Olympic Games may be the glory and dream of many enterprises, and the "Olympics" is also a dream of many non Olympic cooperative enterprises. Even hawkers who offer paid photography services to some scenic spots in Beijing will print the logo of the Beijing Olympic Games on the photos.

In the face of the Olympic Games' specific and strict regulations on the protection of intellectual property rights, many people have been searching for a proper and proper marketing method.

As in the sketch of CCTV's Spring Festival Gala in 1990, Chen Peisi said to Zhu Shimao, "you can handle me, who do you still want to see?"

An insider described his relationship with Olympic cooperative enterprises.

According to the regulations of the Beijing Olympic Organizing Committee and the China Advertising Association, from July 11th to September 17th, the Beijing Paralympic Games will be concluded, and Beijing will conduct advertising control over the main areas, airports, stations, and the surrounding areas of the Olympic venues.

Any non Olympic cooperative enterprise shall not use Olympic symbols or related elements in advertising. The media shall not cooperate with non Olympic cooperative enterprises in setting up Olympic related columns, and without authorization, advertisements for the athletes of the Olympic Games, coaches, officials and other image endorsers shall be suspended, and the relevant media shall be suspended.

The officials of the market development department of the Beijing Olympic Organizing Committee said that preventing hidden market activities is not only a need to safeguard the legitimate rights and interests of the Olympic cooperative enterprises, but also a commitment made by us in a series of contracts signed with International Olympic Committee. It is also one of the important signs of the successful Beijing Olympic Games in 2008.

Lining: wisdom can win.

Zhang Zhiyong, Li Ning Co's CEO, still has a clear memory of the fact that employees were crying when they learned that Lining had lost the Olympic sponsor's qualification.

After all, since 1992, Chinese athletes have been wearing "Lining" on the podium in the past four Olympic Games.

But in 2008, at the Beijing Olympic Games at home, the world sporting goods giant Adidas (ADIDAS) from Germany will be witnessing the glorious moment.

"Spend money, do big things".

In order to become a sponsor of Beijing Olympic Games, Adidas Hao is said to have thrown 80 million dollars, which is only higher than the annual market cost of "small company" Lining, let alone Adidas's follow-up investment for its Olympic promotion. The new Adidas store in Sanlitun, Beijing, only cost 80 million dollars.

Zhang Zhiyong is very clear about Lining's position. "Adidas is an international company. Its Olympic marketing can be promoted in the global market. In fact, this investment is also cost-effective.

But Lining is still mainly promoted in China's domestic market and can't afford that cost. "

Zhang Zhiyong said.

"We need to be smart enough to do things."

Zhang Zhiyong is more clear about how Lining should realize his Olympic dream.

During the implementation of the Olympic strategy, Lining adopted many "roundabout" tactics, played a lot of tricks to win the game, did not sponsor the whole event or sports team, but sponsored reporters, presenters or athletes. If he could not become an Olympic sponsor, he would work with the CCTV Olympic Channel (CCTV5); he would not be able to sponsor the Chinese Olympic team to sponsor the foreign Olympic team.

Zhang Zhiyong called it "spending money and doing big things".