Hidden Olympic marketing hurt who

June, Beijing's main sections of outdoor advertising has been replaced by the Olympic Games-related public interest and sponsorship ads, July 20, Beijing traffic Odd Limited line ... , the atmosphere of Beijing Olympic Games is more and more heavy, business behavior also follows. Whether it is the Olympic cooperation companies that have already been numbered by the regular army, or the non-Olympic enterprises that embrace the Olympic Games, they are looking forward to the arrival of this moment. They are gearing up and entering the sprint phase. Different identities, the same stage, their performance is destined to become the focus of media attention.

In fact, since China won the Olympic Games, Chinese companies have not stopped the Olympic dream for a moment: the first http://www.aliyun.com/zixun/aggregation/37211.html of the Olympic sponsorship battle; > Olympic Marketing, non-Olympic marketing competition; now, all kinds of Olympic marketing evaluation effect has become enterprises, especially non-Olympic enterprises chasing the coordinates. Because they want to tell the world that even if we are not regular Olympic sponsors, we can still achieve good Olympic marketing results.

They use the Olympic Games for hype, or to break the bottom line of the recessive Olympic marketing to enhance their visibility. It may seem to have reached its goal in some degree, but the "hidden marketing effect" behind it is expensive. For example, according to a media report:

In 2007, after a wide range of recessive Olympic marketing, Mont's growth slowed sharply from previous years, with gross margins further down to 22.5%, below its rival's 24.47%, while net profit growth fell by 50% from 59.21% in 2006. Annual report data show that Mengniu 2007 annual business costs increased significantly, up to 34%, and sales costs increase is as high as 43%, far higher than its main business income growth.

Earlier, Erie released its 07 earnings, the two data growth rate of 20% and 18% respectively. Mengniu 07 years spent on the invisible Olympic marketing of large investment, not only far higher than its dairy industry peers, or even far higher than the dairy industry sponsor Yili Group.

In addition, "recessive Olympic marketing" will also bear the reputation of the decline or even bear the consequences of legal risk:

September 2007, North Automobile Fukuda Co., Ltd. was fined 4 million yuan for illegally using the "Bird's Nest" sign. Amway Advertising illegal use of bird's nest image will be prosecuted ... Jiangweihua, deputy director of information Department of Beijing Olympic Economic Research Institute, said through the establishment of false links with the Olympic Games to achieve the goal of marketing, this behavior belongs to the typical Olympic recessive marketing, is playing the Olympic Games, not only deceive consumers, hurt the interests of other Olympic sponsors, but also seriously disrupted the Olympic market legal development order, should be severely combated.

Although the crackdown has been increasing, the pace of "recessive Olympic marketing" has never ceased:

By sponsoring the Chinese diving team to participate in the 2008 Beijing Olympic Games, Hao ya Watch has become the official designated timer for the Chinese diving team. But in the media's advertising campaign, "join the National Diving Team Hao-ya watch for the Beijing Olympics cheer" as the title or content of the article; in fact, Omega is the global partner of Olympic timing equipment. BOCOG Market Development Department believes that Hao Ya table has violated the Olympic recessive market development of intellectual property laws and regulations, has violated the Beijing Olympic Organizing Committee's market development rights and interests as a formal partner Omega.

September 18, 2007, Beijing Olympic Organizing Committee in the serious call to stop Mengniu in the "City" advertising in the use of similar to the Olympic five-ring logo and other irregularities, Mengniu advertising "rally 1.4 billion Chinese team members of the force, to Beijing", "Health Mengniu, agitation 08" and so on, these advertising language consciously and "Beijing", "2008" These Olympic keywords are linked.

In fact, this repeatedly hit the enterprise, the ultimate injury is their own, as the famous Olympic expert Wei said: "Now some companies are not close to the Olympic Games, but always want to play" edge. Playing "Edge" may be a little cheaper, but from the market environment of China as a whole, people will think that our lack of protection of intellectual property rights will undermine the country's great reputation. At the same time, it also has a lot of risks, may suffer a devastating blow, corporate credibility lost. Enterprises still have to operate legally and legitimately.