Who Is The Home Of Today'S Olympic Games?

Less than 100 days away from the Beijing Olympic Games, although a handful of "Tibetan independence" elements have blocked the Olympic Games, this has not affected the heat of the Olympic Games. Instead, more people have seen respect for Chinese elements and salute to sports.

In particular, the three major sports brands in the Chinese market are making use of all kinds of skills, aiming to occupy the dominant position of the Yangtze River through the Olympic Games.

Let's see, who is the home of today's Olympic Games?

Tribute to the Chinese elements. In January 2008, Adidas held a new conference in Beijing. The T stage was replaced by a traditional Peking opera stage. The models show the clothes worn by Olympic staff and volunteers at the Olympic Games, all of which have Chinese traditional "auspicious cloud" pattern.

In February, Nike launched the 84 retro sports culture series, paying tribute to China's first participation in the Olympic Games in 1984 and achieving the breakthrough of "zero", paying tribute to the spirit of eternal sports, and officially opened the curtain of the promotion of Nike Olympic Games in China.

Nike held an unconventional activity and invited the "golden generation" Xu Haifeng, Lang Ping and Jianhua Zhu, and other excellent athletes of the 80s century to share the spirit of eternal challenge and constant breakthrough by athletes. They will combine the spirit of sportsmanship with the deep feelings of athletes and Nike.

Almost at the same time, Nike has launched a series of "spring up" series in spring. Nike designers are inspired by the Chinese national anthem, and the four words "get up and go forward" are printed on the top of the clothes with powerful and powerful calligraphy. This is a tribute to China and a tribute to the spirit of bravely fighting for sports.

Of course, success is also a natural failure. In order to please Chinese consumers, Adidas sells sportswear with the Chinese flag "red and yellow five stars" as its basic pattern in the Hongkong market, which is called a violation of the flag act.

Despite the bad intentions of doing good deeds, Adidas's mentality of changing the "Chinese style" is clear.

For China's local sporting goods brand Lining, this is undoubtedly a good news.

Many of the products of Li Ning Co have a strong Chinese complex, such as the bow shock absorption system of Zhaozhou Bridge, the use of ancient Chinese armour and Zhong Ding structure of basketball shoes, even in advertising, often use ink, Kung Fu and other Chinese elements.

All of this is obviously different from the marketing methods of the western style dominated by ADI and Nike in the past years. This is naturally due to the rise of China and the more confident attitude of Chinese young people. But the 2008 Beijing Olympic Games is undoubtedly a shot in the arm, making this trend even more obvious.

As a result, the Olympic brand and the sports brand of Chinese elements began to become a popular trend. Even the Wall Street journal made a special report on it.

Tribute to sports in all industries, and Olympic marketing most "counterpart" is undoubtedly the sporting goods industry.

For them, if Chinese elements are survival skills, the expression of sports spirit is the way to survive and the foundation of survival.

At this point, who is clearer and more positive than anyone else.

In November 2007, when Adidas launched the "2008 together, no impossible" advertisement, Hu Jia, the beautiful turn of the air, Zheng Zhi, the sharp dunk Sui Feifei and so on became the embodiment of Adidas's sports spirit.

They are all outstanding representatives of sports spirit in the eyes of the Chinese people, and those fifty thousand virtual characters are easy to let the public see their own figure.

Sports is like that, isn't it?

This advertisement has been highly praised for its broadcast. It is not difficult for us to understand Adidas's painstaking efforts: in the Chinese market, compared with Nike, Adidas, which is slightly inferior in brand support, hopes to seize thousands of opportunities to run the Olympic Games at the door of Chinese families, enhance the overall image and market share of the brand in Asia, and achieve the goal of opening 5000 stores in 500 cities in China in 2010 and sales volume of 1 billion euros.

At the same time, in addition to a wide range of multi-channel advertising, Adidas's Olympic promotion is also in full swing.

On Adidas's 2008 official website, Adidas's big activities with your support and dreams come true are being synchronized online and offline.

The chariot with your support and dreams come true to all major cities in China, inviting the public to take part in sports games, win dreams and enhance brand affinity.

Adidas, which targets more targeted consumer groups in young sports enthusiasts, conveys the concept of life in sports, so that sports can be more leisure and entertainment, so that sports can become people's way of life, so that the Olympic spirit can be internalized into the public's attitude towards life.

Nike has condensed its Olympic promotional activities into three powerful words: "boldly do it". It means to call on young people who love sports with the spirit of never fading Olympic Games, dare to challenge, work hard, break through themselves bravely, and take the courage to do it boldly.

"Boldly" is Nike's biggest investment in China.

Since February, not only has the TV commercials produced by the new generation of outstanding athletes such as Liu Xiang, such as Nike's "Legion", been put on the whole country, it will also be put into large outdoor advertisements and electronic display advertisements, print ads, network interaction and display of main retail stores.

As Liu Xiang told us in Nike's advertisement, "this is a game, it depends on how you play!"

Nike's play is obviously different from Adidas, which attaches importance to sports enthusiasts. It emphasizes its professionalism in sports and sets its target audience as a professional athlete.

Nike's public relations agency in China said that in any case, Nike used leading technology to provide athletes with top gear to help them maximize their achievements in brand objectives, and not just affect consumers.

This also means that in the Olympic marketing, Nike will continue to listen to the athletes' demands and provide professional equipment for the athletes as the brand selling point. The 22 national Olympic athletes' Sponsorship training, athletes' and brand's emotional stories sponsored by Nike will be the main publicity points.

Lining, who is rooted in the mainland, is committed to sports popularization and advocating the Olympic passion of all.

In March 22nd, Lining launched a 300 day long "Lining 08 China Tour" Olympic Games.

In these 300 days, two "26 heroes" heroes will be cruising around China.

Caravans will be used as mobile "Sports Museum", through the nearly 30 square meters of spacious space, the use of multimedia and traditional means of combining the introduction of Olympic knowledge, tell the Olympic champion legend, show Lining sponsored by the 4 national team (table tennis, gymnastics, shooting, diving) Olympic "Robe".

In addition, they are still mobile mini games. The side of the caravan compartment can be rapidly developed into a temporary stage within 30 minutes, and it can be divided into different areas near the caravan according to the competition items.

Perhaps, during the 2008 Olympic Games, you can see Lining's caravan parked at the door to invite you to participate in the competition.

In the dissemination, Lining succeeded in winning the cooperation with CCTV Sports Channel - the 2007~2008 year broadcast column and the event program host, the reporter appears in the mirror to be dressed in the Lining clothing, this method is called the surprise attack.

In addition, Lining has also successfully sponsored the Swedish Olympic team, the Argentina basketball team, the Spanish basketball team, the Sultan track and field team and other other teams outside the Chinese national team, all of which have strengthened the exposure of the Lining brand.

But if Lining wants to strengthen the position of his professional mainstream sports brand, he also needs to reach the level of the top athletes' equipment in the appearance and quality of the products, otherwise Lining will still be unable to compete with the world-famous brands.

Ripening online interactive marketing is changing the way people live today in the Internet media. The increasing dependence of consumers on the Internet and the natural attributes of the Internet's precise orientation, interaction, experience and sharing make the 2008 Olympic Games an accelerator for online interactive marketing.

Three points of the world sports goods brand will not let go of this opportunity.

Adidas has set up many virtual games and interactive links for the website of the 2008 Beijing Olympic Games. Netizens can choose the Olympic champions who will challenge the Olympic Challenge and display their unique skills. As long as you are creative enough and enthusiastic enough, you can realize the Olympic dream through the way of net friends vote, take part in the "Olympics in my home" TV program, spend the day with your favorite Olympic stars, and realize your Olympic dream in the form of a virtual sitcom.

In addition, Adidas also designed the "virtual card" of the "adikas". Netizens can win Attica by participating in monthly activities, breaking through Olympic Games and so on, in exchange for Olympic tickets or ADI new clothes.

In February 6th, Nike officially launched the Olympic network platform "challenge gold medal player" nikegold.com.cn, which has Nike's "Legion" Liu Xiang, Yi Jianlian, Li Na and other training videos, encouraging young people to challenge themselves, shouting "this is a game, it depends on how you play!"

Slogans and conduct large-scale publicity on major portals, sports and youth websites and video sharing websites.

Nike will also invite consumers to join an exclusive community on QQ, where users can customize the skin of chat clients and upload or download content freely.

As early as 2005, Lining collaborate with NetEase sports channel for network marketing.

In the Tencent and in school online, the theme activities of "defending Beijing and who can not" have been launched. From the QQ show sponsored by the sponsorship team to the formation of the "heroic cheer group", Lining's network marketing skills have also been greatly improved.

No matter "boldly do" or "dream come true" or "defending Beijing", they have gained more space in the Internet world. There is no doubt that online interactive marketing has become the new frontier of sports brand marketing.

Related links: Nike, Adidas court rob Zheng Zhi recently, Nike sued Adidas and Chinese star Zheng Zhi to jointly carry out breach of contract, violated the economic interests of Nike company, demanded to stop infringement, and compensate for economic losses of 8 million yuan.

For Nike, Adidas and Zheng Zhijun denied it.

Adidas believes that Zheng Zhi and Nike are the first to terminate the contract, which is totally "unreasonable" by Nike.

Zheng Zhi said that the contract signed with Adidas was effective and did not infringe Nike's rights and interests. He would continue to carry out the contract.

It is understood that disputes arising from sponsorship agreements between the two international sporting goods such as Nike and Adidas and Chinese international Zheng Zhi have been tried in the Chaoyang District court of Beijing, and Nike has finally withdrawn the lawsuit automatically because of insufficient evidence.

It can be seen that before the opening of the Olympic Games, the battle between Nike and Adidas is also constantly upgrading.