For all have certain strengths of Chinese enterprises, the 2008 Beijing Olympic Games, is undoubtedly its comprehensive and in depth to show the world the best stage for the self. Since March 22, 2007 Beijing Olympics officially signed on as the sole supplier of leather products the moment, Wang Zhentao to Aokang indicate a new direction from market expansion to brand expansion.
Sponsorship of the Olympic brand repositioning birth Aokang brand planning is the core brand positioning, determine whether the enterprise to enhance brand value with the Olympics is the key: brand core values and consistent with the Olympic spirit, whether the use of the brand s core values Olympic accurately convey to consumers. Founded in 1988 Aokang Group, 20 years, has become the biggest private shoe manufacturers, the Group turnover in 2006 reached 40 billion yuan. In Wang Zhentao view, Aokang highest level of integration with the Olympics, is actually a combination of human spiritual values. Therefore, in order to create value for the Dream concept, in order to create a creative innovation as the core of the soul of culture, and through the Olympic Games to promote the successful integration of this culture in the minds of people each Aokang, so that the whole enterprise cohesion and confidence greatly enhanced, so that Aokang become more open and competitive.
Through the enhancement of the brand concept, Aokang find the most closely related to the Olympic brand and the brand connotation of the brand better and more effectively disseminate to find a solid theoretical basis.Combination of public welfare and title dream brand Aokang though the spirit of achievement is the first time involved in Olympic marketing, Aokang time, strength and experience with those who are not sponsored by the International Olympic giant Coca Cola, Samsung, compared to, but it is quite flexible and creative Aokang to the welfare of marketing, sales and sports marketing champion combine in 2007 staged a perfect Olympic marketing opera.
In a profound and accurate analysis of the psychological basis of the Olympic champion, Olympic champion Aokang chose to breakthrough, thus bringing the Olympic spirit and brand that consumers three clever and organically linked. Our know how is the brand s public desire to be achieved through successive Olympic title, Aokang Olympic marketing value is mainly reflected in the value of the brand Aokang innovation, rather than sales volume. Turning to the 2007 Olympic marketing accomplishments, Wang Zhentao their Olympic marketing strategy was very satisfied.The analysis found that the hearts of every Olympic champion has a dream to succeed in sports, they strongly hope of success of such individuals into a larger social success, they continue to participate in public welfare activities, by force to achieve their own dreams. Therefore, the Olympic champion Aokang will achieve the dream theme of public service, so that the deepest levels of the Olympic spirit and the idea of forming a strong brand association.
Olympic champion Aokang dreams together staged action Sextet May 10, 2007, Aokang Group, a high profile announcement: adhering to the Olympics spirit of the Olympic champion by helping to achieve personal public dreams , build 2008 Public Games and Dream Action was officially launched. Dream Foundation is committed to public welfare undertakings setting up of a total of about 30 million yuan. Ma Yanhong, Gao Min, Qian Hong, Wang Junxia, Yangling, such as six Olympic champion Tian Liang became the first Dream ambassador. According to reports, after the end of the 2008 Beijing Olympic Games, the Olympic champion will be joined by more, as a new group of Dream ambassador. The first action Aokang dreams have been the perfect end to his Sextet.
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