Chapter 52 Chapter Twelve

The same goes for Yao Ming.Before the Olympic Games, the NBA star had already advertised for more than a dozen brands including China Unicom, Sohu, Apple Computer and Pepsi.In addition to Yao Ming and Liu Xiang, there are also a long list of names such as Yi Jianlian and Guo Jingjing. Before the Olympic Games, famous athletes became the most sought-after meat and potatoes of countless advertisers.No wonder some people jokingly said that, in fact, it is no longer a question of which stars and Olympic teams are sponsored. The question now is: Are there any Olympic teams and stars in China that have not been sponsored?The enthusiasm of these companies for sports marketing and star endorsement may be huge or disappointing, but in any case, this highlights a harsh fact that Li Ning is facing: Olympic sports marketing resources are becoming more scarce and tense.

Non-Olympic marketing competes with powerful multinational companies in sports marketing, "the key is strategy", Zhang Zhiyong realized this.Zhang Zhiyong told the staff: The Olympic Games gives us an opportunity for a company like us that hopes to step into a world-class brand.He proposed a seemingly simple but difficult goal to his employees: let consumers see the brand effect of Li Ning's products combined with the performance of athletes; secondly, the marketing ability can compete with multinational companies.And this requires "Li Ning" to "step forward" faster in terms of product technology, marketing and management.All of this is aimed at one fundamental goal: increasing sales.

"Our brand is only 16 years old, and others are 120 years old. There must be a gap." Zhang Zhiyong admits that there is a clear gap between himself and Adidas or Nike.In fact, from the perspective of sports marketing professionals, the Olympic Games will only be held for 18 days in a relatively small area of ​​one city.The important thing is not the Olympic Games, but the spread of the Olympic spirit to the brand.Even Adidas admitted that its sponsorship of the Beijing Olympic Games is not just to sell more products during the Beijing Olympic cycle, but more to use the Olympic Games to make the combination of the Adidas brand and the Olympic Games "get the widest spread" in the Chinese market. convey".In fact, the Olympics and the Olympic spirit are a platform on which brands can communicate with consumers 365 days a day. As for how to communicate more effectively, it all depends on sports marketing strategies and commercial investment.

From this perspective, there are still many opportunities for non-Olympic sponsors. Although the opponent is strong, "Li Ning" decided to seize this opportunity with all its strength. "The gap is not insurmountable." Zhang Zhiyong said with certainty.Facing the behemoth, "Li Ning" needs to use more subversive thinking to develop sports marketing. "Li Ning, who is only 18 years old, must make unexpected moves if he wants to break through from the siege of powerful international sports brands."In fact, Zhang Zhiyong believes: "Li Ning's tactic for this small company is to invest 1 yuan and get back 10 yuan." The advantageous resources that have been summarized before should be brought into full play as much as possible.No matter for Li Ning Company or other Chinese and foreign companies, in such a major battle, it is already difficult to compete with a truly powerful opponent if one hopes to win by a sudden burst of creative marketing plan.The Chinese market has long been out of the era of "idea kings" getting rich, and emphasizes the entire strategy, teamwork and execution.

As for how to carry out "subversive thinking", don't forget a trump card that "Li Ning" has already held: as early as in the 2004 Men's Basketball World Championships, the Spanish men's basketball team wearing "Li Ning" changed from the Chinese men's basketball player wearing Nike. won the championship. "Li Ning" also completed a beautiful sports marketing.Through this competition, "Li Ning" has accumulated a truth in its previous internationalization path: international resources are a Rubik's cube that small Chinese companies can play.If this advantage continues to be maintained and exerted, it is likely to achieve a sudden victory.This idea has gradually been integrated into the company's behavior and culture in the process of "Li Ning"'s continuous internationalization.

Sure enough, in terms of Olympic strategy, Li Ning Company skillfully started its own Rubik's Cube game of international resources: Sweden is a veritable Nordic sports powerhouse, Ms. "Li Ning" managed to impress the picky heart of the Swedish Olympic Committee.On January 24, 2007, Swedish local time, the Swedish Olympic Committee officially announced that "Li Ning" has become the designated sports equipment partner of the Swedish Olympic delegation.During the four-year cooperation period, all members of the Swedish Olympic delegation will participate in the 2008 Beijing Olympics and the 2010 Vancouver Winter Olympics in sports and award-winning equipment specially designed by Li-Ning.

Later, Li Ning signed a contract with the Sudanese national track and field team to become its official partner, and sponsored a full set of Li Ning equipment, which naturally included all the competition and award-winning equipment for the Sudanese track and field athletes in 2008.Then, Li Ning Company and Ethiopian long-distance runner Trosa became partners.The wisdom of these choices is to use small money to achieve great things.