Recently, the Beijing 2008 Olympic Games leather goods supplier Aokang Group will undertake the production of the Beijing 2008 Olympic Games etiquette shoes handed over to the hands of the Organizing Committee, it is reported that its design inspiration comes mainly from the main building of the Olympic Games Bird's Nest and Water Cube. March 22, 2007, O'Connell officially became the Beijing 2008 Olympic Games leather goods supplier. After that, Aokang set up the "Aokang Olympics Dreams Fund" to help the Olympic champion realize the public nature of the public dream; and Liu Xiang signed a contract to invite Liu Xiang as Olympic Ambassador; the same time in May this year, Aokang has launched the "Olympic season "Activities, send Olympic tickets for customers. Olympic Games in the end able to Aokang brand what kind of promotion and promotion role? Aokang Olympic marketing in the end follow what brand concept? How should marketing be continued after the Olympics? With these questions, the reporter interviewed Wang Kangtao chairman O'Connell Group. Reporter: If in 2006 by the Aokang Group launched the EU anti-dumping leather shoes case is to show the world the atmosphere of Chinese enterprises, norms and the pursuit of a fair image, then the 2008 Beijing Olympic Games will show what the world? Wang Zhentao: 1984 Olympic Games and sports shoes brand in Los Angeles, NIKE, Olympic marketing classic story, NIKE is through participation in this Olympic Games, from one industry rookie in one fell swoop beyond the industry leader ADIDAS. 2008 Aokang is to achieve the success of NIKE year, will allow the world to witness the real charm of China's leather shoes brand. The 2008 Olympic Games is a golden opportunity for China, especially Chinese enterprises, to launch a golden opportunity to become a global brand. Reporter: Previously several Olympic Games, Chinese enterprises have been involved in various ways. But basically the participation in the form of marginalization, there is no real chance of keeping pace with some multinational corporations. As a private enterprise, you have successfully linked with the Olympics, what is the secret here? Wang Zhentao: Private enterprises sponsoring the Olympic Games, with some big corporate sponsors of different meaning. Olympic marketing is not a simple "Olympic + enterprise" marketing combination. During the whole process of Olympic marketing, systematic marketing planning and action, for each marketing node choice and grasp, and for the Olympics and sports related businesses The marketing points of mining, are involved in Olympic marketing companies need careful attention. To become a partner of the Olympic Games, we must first have the opportunity to become Olympic Games leather goods suppliers, we started preparations last year. Second, we must know how to operate and match with the Olympic spirit and can not be utilitarian. For Aokang, the purpose of the Olympic marketing, in fact, is to achieve the consumer's dream. Olympic sponsorship is not a one-shot deal. We should lay the Olympic card in hand so that the Olympic Games will enhance all aspects of its products and services. This opportunity of the Olympics will make it a turning point for us to win the market after we make good use of it. Reporter: At present, Aokang is carrying out a series of marketing campaigns around the Olympic Games. It can be said that Aokang's Olympic marketing has a theme and is systematic. By the time Beijing 2008 Olympic Games is over, O'Connell will realize the dream of dozens of champions one after another, and more people will benefit from this dream. So after the Olympic Games, Aokang in the Olympic marketing will be what measures? Wang Zhentao: Olympic marketing is a systematic project, if the single Olympic, brand, product and logo together, this is not much significance. The most crucial point is to inject the spirit and culture of the Olympic Games into the brand. By spreading the brand platform, the Olympic spirit will be vigorously carried forward. O'Connell has now completed the first phase of the "Dream Action" and has helped their six Olympic champions, Wang Junxia and Gao Min, complete their dreams. Now we are carrying out the "Olympic Season" series of activities. For example, we are carrying out the selection of Liu Xiang cheer groups in 10 cities all over the country. Through the activities, we will convey the spirit of the Olympic Games to consumers and truly achieve "everyone participation, people People benefit. " Before, we just handed more than 400 pairs of Olympic etiquette shoes to the BOCOG. At the same time, we are now ready to work with the London Olympics in 2012, just as I said before, where the Olympics went, where O'Connell followed and how far the Olympics were. Reporter: After the Olympic Games, Aokang how to market? Wang Zhentao: post-Olympic era: is not over, is just beginning. Olympic marketing is actually a complex system of projects, but by no means an excuse for marketing. For O'Connell, after a series of Olympic marketing, how to carry out after-class marketing is even more important. O'Connell's post-Olympic marketing includes a longitude - backcourt and a latitude - era. The so-called backcourt, of course, refers to the strength of Aokang's business. A few days after the official signing with the Olympic Games, Aokang up and down to carry out a mighty campaign for all the superstars, all outdoor advertising, brochures, business cards and store image overnight look fresh. This is a costly and cumbersome system engineering effort that could take months if it were to be replaced by another, but only in a few days at O'Connell. The rapid response formed at the beginning of the business, the style of rapid implementation, and now O'Connell got a good continuation. But of course, O'Connell sponsors the Olympics not just to showcase the power of the team and to advertise. Sponsorship of the Olympic Games not only through the promotion of the Olympic Games to create a brand image, but through the Olympic sponsorship to achieve corporate culture, brand core values, technological innovation, brand marketing four integrated upgrade, and then realize the overall strength of the enterprise upgrade, which is Aokang long-term stage layout . Then the era, O'Connell, is the need for more forward-looking marketing perspective. After all, have already got on the Olympic train, it is necessary to discover one of the gold mine. For O'Connell, the three main lines will focus on the Olympic marketing, sports marketing and public welfare marketing. After the Beijing Olympics, the path of combining Aokang with sports will continue. The highlight of Aokang is that after the Olympics, it will continue to help athletes fulfill their dreams. Not only will their personal experiences and touching stories be distributed across the country To promote. For us, the ending of the Olympic Games is not the end but a new beginning. We are not only concerned about the 2008 Beijing Olympic Games, we have been in contact with the 2012 London Olympic Organizing Committee, Europe is the footwear market. Currently, O'Connell is planning the EU and Japan markets.
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