Anta takes the Chinese national team and takes this tempting piece of cake

Absrtact: This is an incomplete small inventory. Unlike more than 20 Chinese sponsors at the Beijing Olympics, Chinese sponsors of the games have given up on becoming one of the four-tier sponsors of the games and have turned to the Chinese Legion. According to incomplete statistics, Chinese Olympic generation

This is an incomplete small inventory. Unlike more than 20 Chinese sponsors at the Beijing Olympics, Chinese sponsors of the games have given up on becoming one of the four-tier sponsors of the games and have turned to the Chinese Legion. According to incomplete statistics, China's Olympic delegation 31 categories of projects, a total of about 65 domestic and foreign sponsors support. These include 29 listed companies and 1 prospective listed companies. These sponsors, to become another field of fierce fighting protagonist, the play is as exciting.

Most wily BMW

In a crowd of passionate upward, hoarse advertising, BMW strong Chinese wind advertising is very conspicuous. As the highest level sponsor of the Chinese Olympic Committee, BMW sponsored the Chinese fencing team and the China sailing team, two very unpopular projects. Have to say, BMW's luck and vision are very good, betting Xu Li won the Olympic sailing champion. As a result, the audience can see, Xu Li a good version of the BMW ads replaced Liu Xiang version, the Olympic Games during the most frequently broadcast BMW advertising.

Dayre, senior vice president of marketing at Brilliance BMW Motor Co., said BMW's sponsorship of Liu Xiang and Xu Li is not because they are well-known athletes, "but rather the struggle for their dreams." "Not blindly chasing big-name sports stars, no hurry to please consumers, but from the constant expression of freedom and dream of the pursuit of the consumer's heart identity, this is BMW's old place."

Best off Nike

London Olympic Games track men 110 meters hurdles, Liu Xiang in the first hurdle fell, TV screen frame in his one foot jump to the end, leaned to kiss the hurdle moment. One minute, Nike moves, "Who dares to be at the peak from the beginning, even if the physical pain, heart unwilling." Let 1.3 billion of people with a single foot with you to jump to the end. Live a great life and fight to fly! Nike has been a great supporter of Liu Xiang on Weibo, leading a wave of support for "Heroes of Compassion".

Nike and Adidas Choose the spokesperson's taste is very different, Adi like stable atmosphere, Nike like to have personality. Personality is a double-edged sword, such as the Olympic Games Nike-sponsored Li Na, Liu Xiang are out early. However, Nike to the crisis PR, four and a ton of heavy, easy to make it.

Minimum tone Silent Maotai

There is no extravagantly but silent sponsor, the answer is-maotai. Guizhou Maotai and Cofco, Yili, BMW are the highest level of the Chinese Olympic Committee sponsors. But it's hard to understand that when other sponsors are yelling, Maotai has nothing to do with it-no ads, no promotional activities, even on the Maotai website, no mention of the sponsorship of the Chinese Olympic Committee. Maotai's low-key is really low to the dust.

Of course, there is a reason for low-key, before the sports administration in the interior clearly stipulated that, in addition to the delegation celebration banquet and other sponsors require the use of products special occasions, other banquets can not "drink maotai." The brand expert's interpretation is, for Maotai, the heavy sponsorship of the Chinese Olympic Committee is intended to maintain high-level contacts.

The most immediate results of Li Ning

As always, to support the "Table tennis team, gymnastics team, badminton team, diving team and shooting team five" dream Team "Li Ning because the" Dream Team "superior performance gained a" reputation. " In addition, Li Ning, which is interested in internationalization, has also chosen to sponsor the world's top athletes in other countries, including the Jamaican trapeze Asafa Powell, the pole vault queen Elaine Na Isimbaeva, etc.

According to statistics, the Olympic Games have more than 600 athletes from all over the world to form the "Li-Ning Olympic Corps", they dressed in Li-ning costumes to participate in competitions or to the podium, Li Ning's Olympic marketing brand reputation for the promotion is immediate.

The most popular in Yili, Tencent

"Wear Li Ning, drink Red Bull, open Citroen, Chew Green Arrow gum, shave to use Gillette, in advertisement you know the necessities of life." "The Netizen's joking fully explained, the result is good, the individuality outstanding athlete has always been The Advertiser's darling." And once the results are poor, advertisers are fast to turn their face. After Liu Xiang fell, Li Zhi, a leading marketing expert, told the Morning News reporter that the advertising chamber had a series of follow-up actions, "at least to change the tone of the ad, or launch other versions." Sure enough, sponsors with plenty of resources are moving quickly. So, the day before Liu Xiang also for Yili endorsement, blink of an eye, the main role of Yili ads replaced by the more hot sun; the day before, Liu Xiang shouted "4 years of pressure, today's outbreak," the slogan for Tencent Weibo endorsement, blink of an eye, Tencent micro-blog advertising protagonist rushed into the Lin Can not blame the sponsors, who can resist the style of the champions?

The deepest pockets of anta

Instead of Li Ning and Adidas, Anta beat the Chinese national team to win the coveted cake. The cost of Anta is also huge, says an Anta official, who said the cost of the sponsorship exceeds the threshold for top Olympic sponsors, with speculation that Anta's sponsorship amount is more than 600 million yuan. After the extravagantly, Anta needs to face the troubles did not fade, in the face of net profit decline and orders fell, Anta's breakthrough road is still a long way.

The most sword walk Slant Jinjiang Gang

2012 is called the Chinese sports brand "coldest winter", many Chinese sports brands are plagued by high inventory problems. This background, in addition to the deep pockets of anta, 361o, such as "Jinjiang Gang" to choose the "Sword Walk Slant" breakthrough way, sponsorship of Foreign Legion.

In 2008, with the help of the Iraqi team, the Duke sponsored the Olympic missions in 7 countries of Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus this year. 361O sponsored North Korea, Belarus, Croatia and other unpopular national team. Jordan chose to design the Olympic prize suit for 3 delegations from Kazakhstan, Turkmenistan and Mongolia. Although the sponsors are not strong, their sponsorship costs are low relative to the popular countries.