Nike: quick to respond
18 at noon, Liu Xiang unexpectedly out of the race. In the afternoon, the World Cup high imitation Converse shoes, Nike issued an official statement: Olympic gold medal and world record after he has been and will continue to bring China and the passion of supporters around the world. Nike is working closely with Liu Xiang proud. At this time, we understand his feelings, and look forward to His return from injury. your heart in order to better lock the ankle. microns, ADIDAS commemorative edition, Fine fiber to support alone, which is Nike's most lightweight ever, the most solid shoes.
but with the August 18 to retire Liu Xiang, Nike have done everything running shoes and apparel design and development has largely lost its useless.
experts say, Nike, the heaviest who bet on the Liu Xiang, Nike Terminator high-level simulation to help, this is obvious; But Nike has always insisted on playing during the Olympics, prime-time broadcast, but Yi Jianlian Edition and other versions of the ads took turns playing at the same time. Moreover, Nike sponsored the Beijing Olympic Games 22 sports teams in the Olympic equipment (a total of 28 Summer Olympic Games a big item), which Weightlifting , basketball, tennis, fencing, archery and other projects doing well, has earned a lot in advance for popular Nike.
famous king of the new industry marketing experts believe that the performance of 4 years ago, no matter how Liu Xiang, Nike, can be in the For a professional company like Nike, tend to have a huge impact. Jordan announced his retirement that year, Nike's stock had tumbled 10%.
classic case
left some experts said that although regrettable retreat Liu Xiang race, but Nike and Coca Cola over the years of success, In 2002, Liu entered the field of vision .2003 Nike, Nike targeted for Liu Xiang start, NIKE Blazer, Nike started in the 2004 Athens Olympic Games Liu Xiang of marketing and advertising programs. Nike is designed in Sina News Liu Xiang, Liu Xiang, gold medal once, people here will become the first to know about Liu Xiang's Required platform.
after Liu Xiang won in Athens, Nike increased more intensive cultivation of Liu Xiang .2006 July, Liu Xiang broke the 110-meter hurdles world record in the next day, the Nike store clerk to put the promotion commemorative T-shirt; August 2007 World Championships in Osaka Liu achievement, excavation is more like a small fire soup, scientific foresight and unique vision, combined with a planned step by step promote the market, making the value of Liu Xiang's Olympic Games in Beijing have been fully before the release. companies to one-shot deal, it is a small cost in exchange for a big return on the latest Adidas men's shoes. step so comfortable, the results are not interesting? 2008, the Chinese how to sell shoes Hsieh - Industry News - highlights shoes network, high imitation Adidas color models, see the pace of China. bell, Aokang Group Brand Director Luo Huirong in the phone for a long time, August 18 in Liu Xiang out of the race because of injury after 4 hours, replaced by narration by music.
which for almost all of the Olympic marketing activities related to Aokang Group and Liu Xiang is undoubtedly a blow, and now, Gilbert Arenas basketball shoes, Liu Xiang, to retire because of injury, is completely contrary to the expectations O'Connell.
betting Liu
March 2007, O'Connell catch the last train to become Olympic sponsors leather sole supplier of the Beijing Olympic Games for the Olympic Games ceremonial with shoes, to make use of the rights of the Beijing Olympic Games composite logo implement, in the year May 10, O'Connell Start a November 22 to join Liu, O'Connell seems to have found the key to marketing.
. However, rumors are 58 million worth of Liu Xiang.
training Liu Xiang in 2008, before the retreat, making the final ad is O'Connell's, in this ad, and Liu Xiang Wang Zhentao photographed together and put on prime time on CCTV . More importantly, in 2008 O'Connell marketing activities are all around Liu Xiang started. to the image of Liu Xiang to run online advertising has been done in the Sina Home, Luo Huirong said: The quiz will not be able to carry out activities, and the other insiders, according to Aokang Group also revealed that Liu Xiang, the Olympic organization's mission O'Connell will be dissolved, nike dunk SB low to help.
in O'Connor's plan, there have been targeted if Liu Xiang not win the marketing approach. Previously, Luo Huirong the introduction of the Olympic marketing plan O'Connor had said: have a dream, you're always the champion r. Chairman and President Wang Zhentao immediately convene a meeting, and announced: Award r, high imitation Converse grimace version. In addition, in 2009, O'Connell and Liu Xiang will also renew cooperation will continue.
race unexpectedly, high imitation Nike NIKE2010 latest, but followed the press conference can be regarded as a very successful public relations crisis?? to the adverse effects of injuries to retire successfully converted to carry forward the Olympic spirit of sportsmanship active role. Similarly, Liu Xiang's sponsors, this may mean,
In fact, even though Liu Xiang quit the game, but did not lose in the short term influence, and from the other side who reflected the Olympic spirit of Liu Xiang and sports ethics, it is perhaps also for the sponsors is a positive. I think the sponsors and no immediate need to replace Liu's advertising and promotion, but the content of the advertisement should make some adjustments.
During this time, Liu Xiang regarded as a tragic figure, out of consideration of positive aspects of the brand image, advertising should not appear in the large picture of Liu Xiang, especially the sprint hurdler Liu Xiang, the content of these images is not the consumer now wants to see. On the contrary, demonstrated by Liu Xiang and the Olympic sports ethics spirit, for the sponsors who should be the most significant propaganda points.
In fact, there are already some of Liu Xiang's sponsors began to move, reached by continuing to support Liu Xiang, the Olympic Games and China continue to support the advertising appeal of sports, or by Liu to convey the story behind the spirit of sport.
, of course, from a business point of view, this incident also reflects the business process in the choice of celebrity endorsements in sports should have the following principles.
First of all, fine mesh imitation Adidas-0908 running shoes, select athletes prior to the athlete's personal environment should, team environment, is well aware of the external environment, including the competitive state of the athletes themselves, the relationship between the team and competitor information, etc. ; Second, companies are betting players can not put your eggs in one basket, even though Liu Xiang, but also should have other sports stars to the top at this time to go barefoot Nike series, and will not complete failure; Third, enterprises between the endorsement and the athletes should also be added in the additional terms, for the athletes in the Olympics given the different performance of different fees in order to reduce the risk of loss of business betting spokesman.
Liu Xiang challenging the culture of risk awareness
/ Hu Yu, a sports star is no permanent value. Jordan Nike's brilliant achievements, high imitation Kimura series, but retired in Jordan, Nike began only hard to find a new leader, and ultimately spend lots of money to sign a Tiger Woods.
do not have any blow of a sports star. Just after Nike signed Tiger Woods unexpectedly competitive state into the first low, Nike Golf products are so controversial . After a painful waiting and after each run, Woods revive the power and prestige, it also ushered in the dawn of Nike.
sports star in the zenith, many companies will follow other people surrounded them, or even to bet on spokesperson body, the result is not only in the homogenization of the achievements of the brand marketing strategy is difficult, but also due to unexpected circumstances spokesperson passive position. whether it is capital investment, or brand image, are .
Liu Xiang accident retire so that more enterprises, especially domestic companies were forced to learn and advocate of the Can adjust the marketing strategy the first time, and make public relations in line with the psychological response to the public. Second,nike shoes wholesale, seriously consider a longer period of time in the future continue to choose Liu Xiang, waiting for the re-turn of his career.
the latter ; bet companies, are the August 2008 experienced the most severe test. test is wealth, some companies will result in the selection and operation of spokesmen to mature?? outside the market to set a reasonable bottom line to set the risk of internal awareness of the psychological bottom line.
No comments:
Post a Comment