Look at the games after Olympic era "Playmate" marketing wars

As of June 19, 2009, the group, Guangzhou wanglaoji, China Mobile, China Southern power grid, Samsung, China Telecom, China people's insurance group, TCL, 29 companies have become partners of the Guangzhou Asian Games and the sponsor, sponsor number as the previous games. As regards specific sponsorship amount, are still not know, just know that was the last of the Doha Asian Games 4.5 times.

Marginalization of the Asian Games?

730 days, 630 days, 511 days ... Hung in the Guangzhou Tianhe Sports Center of Asian Games countdown display daily reminder passer: Asian footsteps getting closer. To Guangzhou citizens also really aware "a" to the Asian Games?

In Guangzhou living for ten years I've been in J with friends plan next year to look at the World Expo in Shanghai, a friend asked her how do not want to see the games, I was taken aback for a face J asked: when was the opening of the games. Such as J King and not less. Even a lot of people don't know games mascot actually is.

For this, Guangzhou City CPPCC Rocco not without fear and said: "now the Asian Games held in only a year, but we do feel the Guangzhou Asian Games is being continuously marginalized. "Many experts said that the Guangzhou Asian Games and the image of the" going out of Guangdong Province ", or become the National Games in Guangzhou.

Brand marketing specialist, Guang Xu advertising manager Zhong Toshio accepted southern entrepreneurs "interview analysis, there are two common reasons and has contributed to the marginalization of the status of the Asian Games: one, now is the time, one hundred years after the Olympic dream of stimulated, then must be a relative of a cooling-off period. And the whole effort of the Office of the Beijing Olympic Games, the games have the culture, the whole package to shame, from the Olympic Games to the games is from largest to smallest, asymmetric information, resulting in a lack of attention. Second, the Guangzhou Asian Games themselves are not in place of marketing, that many of us even games opening time and mascots are not clear. In contrast with it is the same in 2010 Shanghai World Expo will be held, to the airport there are various parts of the world's advertising, or even the inflight airplay for Shanghai and Expo promo. But there are also games though, but events has not been good, or the movement amplitude.

Interested people will find that information on the Guangzhou Asian Games is indeed a few times. Until today, in CCTV remains relatively low, while other provinces in the media, mentioned the games are few and far between. It is no wonder that even the Guangzhou Municipal Party Committee Secretary Zhu xiaodan admitted: Asian propaganda is not a fact.

Of course, the Guangzhou Asian Games marginalized also has another. Rocco is directly pointed out that the first is the policy of marginalization. Deputies, Guangzhou Mayor Zhang guangning since 2005, has 3 consecutive statement to recover the "Premier", "writes the Guangzhou Asian Games clear government work report", but this requirement has not yet been implemented.

However, there are also some people said that Guangzhou Asian Games not been marginalized, but their marginalization. This robust Guangdong people practical, pragmatic low-key personality are inseparable. They value the specific ability of doing things, rather than the overhead of rings, they just live a self enjoyment, and non-vanity pompous.

Not only in the Guangdong people were like, Guangdong Province also issued "low-key games". Party Secretary Wang Yang accepted the interview when he said, "to treat the ordinary mind games". Games, "I think of it as a games to do not give it the meaning of many Olympic Games, this is what we do well the important conditions of the Asian Games."

After the Olympic era's background, policy of marginalization, low-key games slogan ... In all these factors contributed to the next, it appears that Guangzhou Asian Games not marginalized are difficult.

It's "Playmate"

And the games of marginalized opposite should of is a sponsor of the boom "passion".

Reporters from the 16th Asian Games official website, as of June 19, 2009, the group, Guangzhou wanglaoji, China Mobile, China Southern power grid, Samsung, China Telecom, China people's insurance group, TCL, 29 companies have become partners of the Guangzhou Asian Games and the sponsor, sponsor number as the previous games. As regards specific sponsorship amount, are still not know, just know that was the last of the Doha Asian Games 4.5 times.

In addition, according to the related staff revealed yazuwei, these cooperative enterprise is divided into five levels, including senior partner program about 6, partners around 8, sponsor is divided into 10 categories, and exclusive vendor and vendor does not have any quantitative restrictions, but at the "threshold" for 10 million. Current agency of 29 companies covers the automotive, mobile communications, sportswear, television, insurance, beverages, Internet, professional audio, accounting firms, furniture, digital products and more than 20 industries.

In the financial crisis in the shadows, in the winter of a voice, these games fans to tighten, is hoping the games bring brand "change", or from many enterprises in Guangdong, geo-relationship and strong sponsorship? in particular, guangqi group as senior partner, provides for yazuwei include money and material value, including 6 billion yuan of sponsorship.

A bit reluctant to disclose the name of marketing experts said the Guangzhou Asian Games sponsorship, an important reason for this is developed in Guangdong Province. In addition, 29 partners, 1/3 of enterprises belonging to the State-owned enterprises, this may be sponsored for non-market factors.

Of course, also have corporate sponsorship is for commercial purposes as a starting point. For example, someone pointed out that the sponsorship of the Olympic Games is canned wanglaoji following the Wenchuan earthquake donations after a new moon. But once on sports marketing and big red big purple jianlibao, this is undoubtedly the Asian Games on qingyun Kochinda. Following the adoption of Olympics video live access

Success in the future, NetEase once again the games in the history of the first Internet sponsors, just want to demonstrate to the outside world to increase portal content commitment and ambition?

As for the Guangzhou and TCL as a State-owned enterprises, in addition to the support of local government, is also a consideration for business conduct. According to a recent hearing, guangqi, while planning to market in developing independent brand, sponsored games it undoubtedly enhance the brand image. And TCL, on the International Road blocked, continue to increase the pace of develop the Southeast Asian market has become necessary, it is clear that the games are a great marketing opportunity.

The potential risks