Financial turmoil sweeps around the world---Chinese famous enterprise sports marketing to reproduce business legend

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; 3 years ago, the world-famous PC company must have failed to study the World Cup's Golden Globes, when Lenovo's sky-high bid to hit world footballer Ronaldinho. Half a year not to end up a peace break down also a beat two separate quiet. Compared to Lenovo and Tcl in sports sponsorship on the flip of international groups, Guangxi Liuzhou Golden Such a "small workshop" but made a bag to earn the sale. The 300,000-dollar dinner has allowed Ronaldo, Kaka and other future world football gentlemen to become a "spokesperson", the pharmaceutical company has come from behind to become the industry boss, the interpretation of a "business miracle."

This kind of story explains to some extent that seemingly simple sports marketing is not easy to achieve business goals. Just as hard qigong sometimes works against an unreasonable punch.

In plain marketing and even sports marketing extraordinary complexity and opacity.

In the past two years, with the Beijing Olympic Games, a wave of sports marketing in Chinese enterprises spread to become popular. But the word "epidemic" and "epidemic" are the same.

The international financial crisis appeared to have limited impact on Chinese sponsors when RBS, which received government injections, canceled almost all sports sponsorship, while industry giants such as Nike, ING and Deutsche Telekom slashed their sports sponsorship. Several major domestic sports brands in a breath signed Jankovic, Ivanovic and even Mutombo and other sports stars.

The larger exclamation point has surfaced in recent days, with Shenzhen's research group claiming to be negotiating with Manchester United to become the Premier League club's jersey sponsor. According to the Manchester United Club's earlier announcement of the New Jersey sponsorship contract, it means the Shenzhen private company is in deep pockets and will hit at least 4 years and 56.5 million pounds.

Originally, the manufacturing of embedded special computer enterprises, the industry ranked first in the country, the world's third, has accounted for one-third of the market share of enterprises, worthy of United's vision. In the first half of 2008 its revenue reached 419 million yuan, the same period of net profit reached 42 million yuan, an increase of 31%. It seems that a tens of millions of-pound sponsorship contract should be affordable, and companies looking to build a "inside" brand also want to enter the international market as soon as possible. Hit！

However, at present the unknown "research Xiang inside" brand awareness, the cost of tens of millions of pounds to embroider the logo embroidered in the Red Devil's outfit is indeed a bit wasteful, fortunately, the company operating with Manchester United exposure straight up. Finding Manchester United seems to be on the right track, and the club with the business development and brand value as a football player does have a strong appeal. These days many people immediately know the unknown enterprise. To make an inappropriate analogy, this is more diffuse than Premier Wen's field visits.

"A company ranked third in the world, few people know that this is a joke." ”

From now on, jokes are no longer jokes.

Because, we believe that the Chinese are smart, Chinese entrepreneurs are also smart, they will carefully assess the sponsorship risk and sponsorship benefits, after all, real money is their own.

But aside from all this, the potential sponsors that are in the middle of negotiations are, in any case, a real winner.