Olympic marketing high threshold does not represent a kind of beer the whole of China

Olympic marketing high threshold does not represent a kind of beer the whole of China

In China’s advertising, television viewers can see the Olympic champion hurdler Liu Xiang with kangaroos racing scene, he is the favorite in the charming scenery of the Australian city yuppies who promote Visa (Visa) card.

People can also see Liu Xiang drink Coca-Cola (Coke), drinking Yili (Yili) milk, wearing Nike (Nike) shoes, as well as China Mobile (ChinaMobile) mobile phone service beating the drums of advertising.

And advertisers for the Beijing Olympic Games, the bombing of these ads you want to stand out I’m afraid there is a certain difficulty.

Past China’s Olympic athletes is usually only after the gold medal in the exalted sign one or two product ads. The 23-year old Liu Xiang has Visa International (VISAInternational), Coca-Cola (Coca-ColaCo.), Yili Group (YiliGroup) and Nike (NikeInc.) companies such as endorsements, enough to appear out of the Beijing 2008 Olympic advertising the attractiveness and degree of difficulty.

Beijing Olympic Games on attractive business, it is already obvious: China’s economic development in full swing, in addition to 1.3 billion consumers. Even before the Olympics have never been sponsored by Johnson & Johnson (Johnson & Johnson) also squeezed into the ranks of partners in the 2008 Olympic Games. Marketing giant WPPGroupPLC chief executive (MartinSorrell) said that with the Beijing Olympics approaching, China will likely become the world’s second largest advertising market. He said, “It’s hard to imagine what the world sporting or cultural event can match the scale of the Olympic Games.”

However some ways, the scale of the Olympic Games may be too large. 36 companies have already grabbed the 2008 Olympic Games marketing rights, while the Beijing Olympic Games Organizing Committee (BeijingOrganizingCommittee, referred to as: BOCOG) are still a number of partners for the selection of the last busy. In Beijing loop, marked the Olympic logo dozens of companies competing billboards shine. Computer maker Lenovo Group (LenovoGroupLtd.) are at a higher price printed on the Olympic Games five cute mascots of the Special Edition USB drive. To promote the new speed-teng (Sagitar), Volkswagen China (VolkswagenChinaGroup) and Volkswagen (VolkswagenAG) and its two joint ventures in China with the conduct of grand for several months to promote activities to each of the Turin Winter Olympics presented a bit of Chinese champion Teng-speed car.

“If you have a late start, I am afraid it is too late,” Visa’s marketing head in China, said Li Sheng. Early in 2004 he began preparations for the Beijing Olympics marketing activity.

Olympic marketing costs are also quite cheap. In some product areas, enterprises in particular marked the Beijing Olympics logo cost enough to make it not only the international Olympic Games sponsors. According to informed sources, in the highly competitive automotive industry, Volkswagen China finally won the bid to 100 million U.S. dollars.

Volkswagen Olympic marketing director Leiwen An (AnthonyLaver) estimated that 1 year before the opening of the Olympic Games period, the official sponsor will invest 2 billion U.S. dollars on advertising.

To people familiar with the face of the Olympic Games this budding event for China, the Chinese local companies naturally will not miss opportunities, their participation is also high marketing costs to make the Olympics. Currently 11 partners in the Olympic Games are 8 for Chinese enterprises, including the National Grid (StateGridCorp.), Sinopec (ChinaPetrochemicalCorp.), China Petroleum (ChinaNationalPetroleumCorp.) and other utilities and energy companies.

Addition to rushing to mark carved in the minds of consumers, the advertisers also have to deal with a lot of problems with Chinese characteristics, where sports marketing is still in its infancy.

Olympic Games in its class usually select an official sponsor of a credit card brand, a computer brand, a watch brand, the 2008 Olympic Games … … and already have three beer sponsors, respectively, Tsingtao Brewery (Tsingtao ), Yanjing Beer (Yanjing) and Budweiser beer (Budweiser). This practice is still rare, is subject to the international Olympic Committee (InternationalOlympicCommittee) the special approval.

This Olympic marketing, said Liu Jun, Deputy Minister, a beer brand can not represent the whole of China. He said that each has a different beer companies target consumers.

Said a representative of Tsingtao, China will host the Olympic Games for the first time, many Chinese brands and businesses can finally be involved, this is a happy thing.

In China, athletes endorse products subject to many restrictions. Such as diving prince Tian Liang on the campaign too much for the national diving team has been removed.

Hurdler Liu Xiang and the darling of the advertising industry is still everywhere. He recently broke the world record race in Sweden, the Nike (not the Official Sponsor of the Olympic Games) immediately as he had printed with 12 seconds to produce a commemorative T shirt 88, he returned the moment the plane already put this T shirt. Nike said it was the company the fastest time ever action. And Liu Xiang endorsement of other brands, including Yili, including milk, quickly shot a 12.88 in the words.

Chinese consumers have some dazzling. According to marketing consultancy R3 and research firm TNS survey, not reminded of Liu Xiang and Chinese consumers will be able to at least 19 brands.

“Currently very few companies able to establish a unique connection between the stars,” R3 head (GregPaull) said, “celebrity endorsements are likely to be speculation too far.”

The face of Liu Xiang has frequently appeared in the reality, Visa deal with non-traditional methods, so that Liu Xiang and the Australian Kangaroo forward play from his opponent. In addition, since 2004, Visa has sponsored the national women’s hockey team kept a low profile. Li Sheng said the company’s marketing manager for the hockey team of advertising sufficient to reflect the design of our passion for sports, we do not just ask celebrities.

In China, the athlete’s schedule is usually coach, rather than professional broker arrangements. In view of this, Volkswagen of all invited athletes implemented their own set of media training. “We want them to understand their role, and how this role into our Olympic theme, the” public Leiwen An said.

Olympic Committee sponsor the club also organized regular meetings to facilitate companies to exchange questions, express their views, and try to collaborate on marketing activities.

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