Olympic marketing new wisdom: rat primary ... Sheep, sheep, sheep ...

Try to compress costs, create a "make people remember" dissemination of results, repeated, continuous, and would rather be called cannot be forgotten that these start to determine marketing approach is still a powerful hengyuanxiang marketing desk motto

In Hong Kong actor Edison Chen Yan Zhao door "caused" the storm of creating another hard roulade, really, but hengyuanxiang did.

Section of Internet users particularly office workers, most recently the spread between the content of hengyuanxiang Festival in all the major television stations broadcast a minute repetition of bombing-advertising video.

In the period up to 1 minute television advertising, the Beijing Olympic Games emblem and hengyuanxiang trademark consisting of pictures has been stationary, voiceover from "hengyuanxiang, the Beijing Olympic sponsor, primary rat", has been studying "hengyuanxiang, the Beijing Olympic sponsor, pig pigs", will China 12 Zodiac took turns to read, simple tone repeat 12 times. The Internet is critical as the tide, it has been said that the beginning thought television was stumped, some people abuse it is more than brain Platinum pariah inferior "residual brain" of the advertisement, it was said, see "to crash," most people reflect and now seeing the ad will quickly change. Of course, there are those who comment that such duplicate bombing ears, advertising effect is reached: we all remember the hengyuanxiang the 2008 Beijing Olympic Games sponsors.

Hengyuanxiang anxiety?

"What if I have heard nasty, but also expressed such advertising creative, valiantly. "Hengyuanxiang advertising department concerned last night to accept the business news on the interview. According to reports, this advertisement broadcast dissatisfied with 200 times so far, but a short time has caused a high level of attention, 17 this month, they will be in Beijing, hengyuanxiang unique Olympic marketing methods open a workshop, we will explain to the outside world so a select hengyuanxiang is advertising. Near stage, hengyuanxiang collecting television viewers and users.

1-minute television advertising investment. Hengyuanxiang in Anhui, Jiangsu, Zhejiang, Shandong, Hunan, Shanghai, and so all major television stations are put to the ad, the time period from morning till evening.

Hengyuanxiang Group Deputy General Manager Chen-Wei has been in the business news on reporter admits, become a sponsor of the Beijing Olympic Games, the company willingly great pressure. Olympic Games other sponsors and partners are world or the top enterprise in China, rich, and powerful hengyuanxiang in the ranks may only be considered a small business, in addition to Olympic history yet wool and Wool Sweater industry sponsors, they don't have any case you can use for reference.

Data display, hengyuanxiang 2006 sales of approximately $ 45 billion, but not engaged in the production of hengyuanxiang and sales, world sales by brand output comments http://mkt./hengyuanxiang total profit charging is not necessarily rich, scale of further expansion will add more management pressure. In addition, the restructuring of State-owned enterprises in 2001 by private enterprise, by the end of 2005, it paid off because of the conversion of all debts owed. While the hengyuanxiang sponsorship of the Olympic Games, the price is equivalent to "buy a hengyuanxiang".

This financial situation, you must set the hengyuanxiang every penny spent at the blade.

Chen Wei has told reporters that try to compress costs, create a "make people remember" dissemination of results, repeated, continuous, and would rather be called cannot be forgotten that these start to determine marketing approach is still a powerful hengyuanxiang desk motto in the marketing department.

And this time is even more powerful hengyuanxiang will play this marketing purposes to the bottom. And cerebral Platinum ads hit a few months after being scolded by history, hengyuanxiang in the shortest time to create the infamy, broke the record of the cerebral Platinum. "We can according to their own financial situation and make a case 1 and 2. "Chen Wei years ago on reporters reveal, in a telephone interview yesterday with the reporter, Chen Wei think hengyuanxiang has reached the end.

Good trick or bad move?

Not only Internet users, including many marketing experts seem to be "annoyed" hengyuanxiang.

Zhejiang University Economics Department, University Professor of interdisciplinary social science research center in Hangzhou ye a media interview, vulgar ads directly behind the advertising broadcast advertising units, since many viewers can see such advertising will direct conversion channels. He even suggested, like "hengyuanxiang" such lack of creativity and prone to audience antipathy advertisements should not appear again and again.

Chairman of the Board with the hengyuanxiang liuruiqi contacts of Shanghai zhanguoce marketing advisory body to the Chief Counsel Li Wei also used the "failure" to comment on the ad.

"From advertising to establish visibility angle, hengyuanxiang the considered did, unfortunately, hengyuanxiang now missing is not a visibility. "Li Wei believes that, as the enterprise development, corporate branding goes through four stages: build brand awareness, enhance reputation, convey the cultural connotation, and finally the values output.

Li Wei said, hengyuanxiang a dozen years to repeat "hengyuanxiang, sheep, sheep, sheep," the classic advertising, has established a reputation, sales by product, also established a reputation as the Beijing Olympics sponsorship, is to convey the brand connotation even output values of a good time, unfortunately, this enterprise has also making noise.

"This is like a man, now is not a pursuit to eat stage, should pay attention to eat well, but in recent years, has been the establishment of a national network of hengyuanxiang, brand marketing and almost no progress on. "Li Wei bluntly.

Li Wei also do not agree to the Zodiac hengyuanxiang advertising equivalent to brain Platinum ads. "Brain Platinum taxi is product advertising, hengyuanxiang is a brand. "Li Wei said, brain Platinum brand is" young States, "many people do not know this because the giant Group began by going to the brain Platinum the health products and" call "to sell, the brain can" pariah "Platinum

; But under the flag of hengyuanxiang, wool sweaters, apparel and textile products, products, are relying on a "hengyuanxiang" brand to promote the sale, brands should strengthen the value and meaning, looking for a specific consumer, and their emotional ties, but hengyuanxiang has stubbornly stick to "call".

Stubborn 17 years

In fact, before the brain Platinum from 1991 onwards, have been created powerful hengyuanxiang industry jokingly "one of the top ten bad advertising" 15 seconds "series of three sheep, sheep, sheep" ads.

According to reports, this was the company Chairman liuruiqi force measly determine policy. The advertising production by liuruiqi himself, he found a few pieces of cardboard, cut up the image of representative hengyuanxiang xiaonan head and "hengyuanxiang, sheep, goats, sheep," six-word, create simple animation.

Facts have proved that this simple advertising to rescue a 80-year-old. But more than ten years in the past, liuruiqi has stubbornly insist on original successful rule, became Olympic sponsor, he once the hengyuanxiang advertising into "powerful hengyuanxiang, Niu", but this is no substantive change in advertising and later replaced the original "sheep, sheep, sheep".

This advertising planning, hengyuanxiang similarly not used any external brain, liuruiqi-led company decision team decision. "Winners are stubborn, but success is with the environment. "Li Wei guess liuruiqi or cannot be separated from the first mass-produced" sheep, sheep, sheep "complex.

Despite critical acclaim, the outside world than hengyuanxiang internal still full of confidence. There are online commentators pointed out that, in fact, with this powerful hengyuanxiang ads at the same time for event marketing, equivalent to a sum of money to do two things, birds.

According to internal research, hengyuanxiang the Olympic Games of 144 partners and sponsors, only 30% of the brand successfully enable consumers to remember them too for Olympic buried. Obviously, hengyuanxiang don't want to be another 70 per cent.