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Erie Li Ting Liu Xiang Faces Double Examination Of Olympic Marketing

2008/8/19 10:14:00 11

On the morning of August 18th, Liu Xiang regretted to withdraw from the 110 metre hurdles competition of the Olympic Games. At the first time, NetEase financial contact with Yili brand director and Jiang Tian, head of Olympic strategy, unexpectedly learned that he had left a few months ago.

Erie insists on "ting Liu".

Jiang Tian, who once worked in Nike, is a "airborne specialist" specially reserved for Olympic strategy by Yili. When Jiang Tian visited NetEase finance in 2007, he pointed out that 2008 was Erie's Olympic strategy "sprint period" and proudly pointed out that a number of surveys showed that Liu Xiang, as the most important spokesperson of Erie, had been recognized by the public in a consistent manner with the Yili brand, and will play the most important role in the future Olympic marketing strategy.

Words are still in my ears, but Jiang Tian left Illinois on the eve of the Olympic Games.

In the morning of August 18th, as the most important spokesman for Erie, Liu Xiang also regretted leaving the competition.

18 days afternoon, NetEase finance received the official statement of Erie.

Yili said it will continue to support Liu Xiang.

Regarding Liu Xiang's withdrawal from the competition, Yili Announcements: first, we are all concerned about Liu Xiang's injury and hope that he can recover quickly and get out of the shadow of the pain and wish Liu Xiang. Second, as we all see, Liu Xiang is more miserable than others. We know that Liu Xiang can sustain the injury to the present. Actually, he has made painstaking efforts. He is very difficult to thank Liu Xiang. Third, it is not because Liu Xiang can win the gold medal that we choose him as the spokesman, so Erie will continue to support the Chinese sports.

We believe that Beijing is not the destination. Liu Xiang will be able to return to the runway as soon as possible.

But how does Erie plan to continue the Olympic marketing?

Will advertising related to Liu Xiang and Liu Xiang's main target be suspended or exchanged for other advertisements?

Does the brand director's departure affect the Olympic marketing strategy?

At the time of dispatch, the official did not reply.

Erie's awareness of early warning

Wang Junyu, a senior brand manager in NetEase finance, believes that the Olympic Games and Liu Xiang are the two bright spots of Erie's recent marketing. "But this is like a gamble. Liu Xiang's surprise retirement may make Illi unprepared."

Wang Junyu said frankly, Erie has been trying to use the Olympic marketing to fight against the old rival Mengniu. "In 2007, Pan Gang, chairman of Yili Group, took office. In his rebuilding of the Erie plan, Liu Xiang and the Olympic Games were two important trump cards.

But Wang Junyu said, "ask athletes to do endorsements. For businesses, there are always opportunities and risks.

"He suggested that in the past four years, many people and businessmen have positioned Liu Xiang as" God ". This time Liu Xiangtui competition, Erie may wish to shift the emphasis of marketing from athletes like Liu Xiang to the Olympic spirit.

Li Guangdou, a senior brand planner, stood behind Erie when he accepted the NetEase financial connection. "Erie did not have to be too pessimistic. Although Liu Xiang unexpectedly retired, there were Guo Jingjing and Yi Jianlian in the team of Erie spokesmen."

Li Guangdou pointed out that Erie still had some early warning in asking the players to endorse, but he did not agree that Erie asked the three stars to take an advertising strategy together. "Every star should have one shot separately, so that there was an accident, or an advertisement made by other stars."

Li Guangdou said, shopping malls such as battlefields, shopping malls, such as sports venues, sports marketing is more so, we must take all possible links into consideration, do enough, do all possible scenarios, so that we are not afraid to deal with all kinds of unexpected situations.