Chapter 54 Chapter Twelve

This trick later became a classic in China's domestic "non-Olympic marketing" topic and media reports.Zhang Zhiyong is also very satisfied with this brilliant move, and more importantly, in the Olympic strategy implementation team he personally leads, there are marketing personnel, lawyers, and financial consultants, "We have obtained these practices by following the rules." Zhang Zhiyong emphasized. "We must respect the rules of the entire market development, otherwise it will be of no benefit to all enterprises." Zhang Zhiyong emphasized that he prefers the word "innovation". "You have to familiarize yourself with the rules of the entire Olympic market development, and then establish a better method within the rules." As for the sponsorship of CCTV, "Li Ning" started its thinking: to expand the extension of event sponsorship.Zhang Zhiyong explained: "According to the Olympic rules, journalists themselves are members of the Olympic family. All reporters from CCTV 5 and NBC are participants in the Olympics. What we have to do is to help reporters better report on the Olympics." In fact, this trick was not conceived by "Li Ning" in 2007. As early as in the 2006 Doha Asian Games, the logo of "Li Ning" floated on the chests of CCTV Sports Channel reporters and hosts. This made many Chinese viewers sitting in front of the TV mistakenly believe that "Li Ning" was the clothing sponsor of the Chinese team, which made Nike, which had already sponsored the Chinese Asian Games delegation heavily at that time, complained endlessly.It can be guessed that when this scene reappears in the Beijing Olympics, Adidas may not take it lightly.As for the cooperation with CCTV during the Olympic Games, Zhang Zhiyong revealed that the agreement was negotiated very early, but it was only announced in January 2007 when the implementation period was approaching.In fact, this is also a clever use of local advantages. After all, CCTV has cooperated with "Li Ning" for many years, and as a local enterprise, "Li Ning" is more convenient to communicate with local media.

In fact, titles such as "Beijing 2008" and "2008 Olympic Games" are not allowed to be used by companies without official authorization from the Olympic Organizing Committee.This makes it very difficult for other non-sponsor companies to carry out Olympic marketing.But many companies still need to come up with clever ways to link themselves and the Olympics. For example, Pepsi, in November 2007, overnight in China, changed the inherent Pepsi logo blue packaging to the representative color of the Chinese team, red, put forward the slogan "Dare to be China's red", and announced that it will do its best to "be China's red". come on".This marketing that jumps out of its own borders is clearly aimed at the Olympics, but it leaves the Olympic Organizing Committee and its rival Coca-Cola, who is already a sponsor, speechless-who can stop people from "cheering for China"?On the retail side, "Li Ning" also continues to strengthen consumers' impression of itself.For the Olympic Games, "Li Ning" began to open "fifth-generation brand stores" on the basis of the fourth-generation retail stores.Zhang Zhiyong said: "Compared with the fourth generation, the fifth generation will make more bold breakthroughs, such as more and more combinations of store space planning and fashion brands, and at the same time, it will pay more attention to the combination with the 2008 Olympic Games As well as the interaction with consumers, the concept of the Olympic Games is more prominent." Under the various efforts of "Li Ning", according to the "Ipsos Group" released by the Paris market research company Ipsos Group in the summer of 2007, it aimed at Chinese netizens " According to the survey data of "Favorite Olympic Sponsor Brand", "Li Ning", which was mistaken as an Olympic partner, unexpectedly ranked 9th, while Adidas, which was "married by the media" of the Beijing Olympic Organizing Committee, ranked 17th.

Ancient Greece, white robes, and green laurel wreaths on the Olympic Mountain... The ancient Greek Olympic Games were held every 4 years from 776 BC to 393 AD, spanning 11 centuries.After a hiatus of 15 centuries, the modern Olympic Games has rekindled the torch, which has become the longest event in human history.Since its birth, it has been conveying strength and beauty, the enthusiasm and nature rising in the human heart, and the Olympic sports spirit.From the development of the first modern Olympic Games to the present, it is not only a review of athletes' personal physical strength, wisdom, skills, and bodybuilding, but also a visual expression of human beings conquering nature and challenging themselves.

In the first Olympic Games in 1896, swimming competitions were held in icy sea water.Swimming pool with pumpkins floating on the water as lane markers.Moreover, swimmers do not ask for strokes and play freely.Now, more than a hundred years later, swimmers have put on special swimming suits, and the design of various sporting goods has made every effort to improve sports performance by 0.1 seconds.In fact, athletes and society not only depend on the development of sports, but also promote the development of sports.Li Ning, as an athlete, understands this best. Li Ning understands the importance of sports equipment to athletes.Before Liu Xiang became famous, he wore sneakers sponsored by Nike to the track and field team, which were left behind by the old players.It wasn't until he was quite famous that Liu Xiang had the running shoes tailored by Nike for him, and these equipments were of greater help to improve his performance.Li Ning's wish is to provide athletes with suitable products to help them improve their sports performance.Therefore, a large part of Li Ning's Olympic strategy is to invest more in research and development to design equipment that is more suitable for athletes in terms of functionality and style.