& nbsp; & nbsp; & nbsp; [Chinese shoes Network - News Analysis] April 7, 2015 in the afternoon, the Athens Olympic Games men's 110 meters hurdles champion, "Chinese trapeze" Liu Xiang officially announced his retirement, and publish long microblogging form of announcement The news. In regret "Chinese trapeze" Liu Xiang athletic career farewell while editing noted in this long microblogging, Liu Xiang, the only explicit reference to the sponsor brand is "along the way, through thick and thin." Nike.
We specifically find the original one in 2012 titled "Liu Xiang, who did not give up?" The article, as we sort out and analyze simple and around Liu Xiang athletic career ups and downs of business marketing, for you readers reference.
Beijing time on July 28 morning, the 2012 London Olympics will be unveiled.
This is a global sporting event, but also the Internet +, electronics, FMCG and other areas where the company can not escape the star of an exam in July and August.
sponsorship, celebrity marketing, new technologies and new products will be presented, it is the largest of the intersection of business and t cheap jordans for sale mens he Olympic Games.
When it comes to marketing, sponsorship and the stars, the Chinese army, the first to see Liu Xiang.
him, because in the 2004 Athens Olympics War fame, and in the 2008 Beijing Olympics staggering out of the race - the ups and downs of the sports career, its commercial value and advocacy activities into ups trend.
Data show that before the 2008 Olympics his campaign, his body endorsement of the brand up to 14. After the race, leaving only the four 2009's brand statement, including Nike, Coca-Cola, EMS and Erie. Until now, Liu once again battle the London Olympics in 2012, only Nike and Coca-Cola has not quit on Liu Xiang's sponsorship ranks.
It appears that this is a story about emotions and loyalty. But in the end, it is a marketing story. Is not it? Nike and Coca-Cola is not without paying US companies. The difference is that, with the exit of that moment compared to more than a dozen companies, Nike and Coca-Cola's marketing realm does have admirable (hey, for example tiger sniffing the initiative to talk about this subject at this time, is the catch for them to do marketing ah fall), Cheap air jordans for sale after the tiger sniffing worked in analysis Jingdong Liu Qiang East microblogging Sau Lane, said:!. "the best marketing, not playing hard-wide, the table determined, but the spread of emotion to the fans"
This is, in today we talk about Liu Xiang and Nike, Coca-Cola's story, once again been confirmed.
The latest issue of "Business Week Chinese Edition" reported that two brand how to accompany Liu Xiang from 2008 Beijing Olympic Games come to the story of the 2012 London Olympics. Wherein the word tiger sniffing make particularly impressed:
Liu Xiang need to select a professional, do not give Liu Xiang will need courage, especially values.
When audiences see brands Liu Xiang's "not give up", no doubt, they also felt a certain brand of courage and values ??- which brings touched and shocked, obviously more than the then please hurdler Liu Xiang, majestic to speak gives the shock.
The following comes from "Chinese version of Business Week" reported (Author: Room Yu), tiger sniffing excerpts are as follows:
August 18, 2008, Liu Xiang, the Olympic Games in Beijing, home to retire because of inj cheap jordans for sale ury on. After the game, Liu Xiang began to take the initiative to invite people photography, and rushed over to comfort his officials according to General Administration of Sport, weeping and overwhelmed volunteers photos, full took half an hour. "Working together a video of it, next time do not know what time." As he said according to the side.
inconstancy. After the game, the majority of the tacit contract expires in not to renew, some companies, although not immediately terminate the contract, but Liu Xiang as the core of advertising pages and the corresponding product promotion programs are quickly removed, they chose frozen uncertainty of trapeze wings folded.
But Nike and Coca-Cola decided to accompany Liu go.
Nike first signed in 2002 with Liu Xiang.
Prior to retire, about Liu Xiang's foot injury, Nike says they did not get any news. Liu Xiang's foot outside only know there are old wounds hidden, but his various hip during the Olympic Games is closely guarded. Nike is also very concerned about the real situation of Liu Xiang. Liu Xiang training and racing shoes by Nike tailored, because by t he different stress points, left foot shoes are not the same. Through the analysis of Liu Xiang Nike sneakers worn by training, concluded that Liu Xiang in good shape. But a few minutes before the game, Nike employees only received a coworker's phone, worried Liu Xiang will go wrong.
retire after 48 hours, it has never been an Olympic sponsor Nike issued a statement in support of Liu Xiang took the lead, together with a piece of advertising the following:
2009, Liu went to the United States for treatment. Nike mobilize their extensive global resources, Liu and his team introduced the United States to the best medical and exercise experts to assist the development of treatment and rehabilitation programs.
No sponsorship contract to provide psychological counseling that responsibility, but at the lowest point of that time, Liu Xiang, Nike's people put behind the contract terms, wants to be a friend of Liu Xiang brother, eager to accompany him to dinner to chat with.
Crag Cheek, vice president and general manager of Greater China, Nike Group a year ago to accompany the golfer Tiger? Woods visit wit Retro jordans for sale h Liu Xiang after Woods spent some time telling Cheek, Liu Xiang is a never-say-die people easily. "I think all of the outstanding athletes in the world are the same, they have a winning attitude, do not like to lose," Cheek said the experience is very important to cooperate with Liu Xiang, "This is related to how we launched the product, how can we be inspired, and what we can learn in sport. "
Nike says, no matter how the London Olympics achievements, Liu Xiang can stay in the sport life cycle within Nike's system, "Great athletes can change some of the social and cultural values."
About mention that the ad above, this represents a recognition of the values ??of Nike, each player could be injured fail, unpredictable nature is part of the beauty of sports, and now he's back, but also full of legend.
JWT Greater China CEO Doctoroff commented: "Compared to Asians value the honor sports behind the Westerners pay more attention to sports victory and defeat for humanity itself temper and sublimation on Nike's marketing history, has also been. Jordan's story done by a classic failure themed ad, Jordan recounts hi cheap foamposites s own misses how many balls, how many games lost, how many times people want to live up to after, he concluded: In my life, experienced a failure again. And that is the secret of my success. "
Nike even believe that individuation and even a certain degree of deviant, part of it is Athlete personality and charm.
Therefore, signing a long list of stars in Nike's history, there are many to be guardians of intense criticism rebellious genius, he is exposing cheating scandal Woods and through televised decision to leave Cleveland's NBA star LeBron? James recently the most famous names - Nike does not encourage individual outrageous behavior, but that is part of human nature to make mistakes, to be tolerant of.
TOP sponsor of the Olympic Games veteran, FMCG giant Coca-Cola was first signed and Liu Xiang in 2003.
End after the game of 2008, Coca-Cola an invitation to Liu Xiang Liu root father and son make a commercials. Never touch electrical Liu had simply wanted to refuse, but to get Coca-Cola advertising design lines after Liu root, he said: "In order to be able to rebuild his son, I shoot!"
Retro jordans for sale 2009 New Year, Liu Xiang father photographed this ad scheduled broadcast. Lens, Liu root holding Coca-Cola with forlornly son said: "You know how many columns you have crossed yet one hundred thousand and six, but this is just another bar?!!"
This is Liu root shot so far only one ad, this ad also my great shock to Liu Xiang. "This ad is almost my portrayal of the mentality of months." Liu said Coca-Cola staff.
Liu Xiang in and on a sponsorship contract expiring in 2009, Coca-Cola and Liu Xiang choose to renew.
(discovered and signed Liu Xiang) early, Coca-Cola will arrange Liu often take some funny funny ad, but this year, Coca-Cola Liu photographed image design is no longer a simple sun handsome, but mature atmosphere , highlighting his inner tough temperament.
Coca-Cola signed a number of players, there are many high hopes athletes misfired examples. From sports marketing perspective, four-year term of the Olympic cycle, the Chamber of Commerce sponsored spokesperson lineup constantly updated according to the situation, but Liu Xiang is the only exception decades.
"Liu Xiang is the only one of Coca-Co cheap jordan shoes for men la China over the past decade across the Realms Games Sanchaoyuanlao." Coca-Cola soft drink category in China integrated market communication director Zhang Yi said. "If we were out of the race because the event does not contract with Liu Xiang, that is contrary to our own brand value, we do not advocate a positive young man."
Liu Xiang can win the London suspense, Zhang Yi replied:. "As long as he comes back, it has been very great"
The report concluded by saying that Liu and his sponsor's brand story to tell those huge business machine, brand endorsement contract strategy is not cold, dazzling digital, immediate and valuable commodity so simple, it also contains a scientific system, financial risk , a long wait, as well as a brand ambassador and, how thick and thin, mutual support and achieve common development.
In a successful school was flooded country, our brands - whether traditional industries or the Internet - will be like Nike and Coca-Cola did not give up a temporary failure, or even not without disgrace to opt out The hero? We marketing, in addition to showing the worship of success and glor y, will they be able to show a positive, positive but also full of beauty and struggle of humanity tangled?
After Liu Xiang successful comeback in 2009, he quickly picked up by the millions in endorsement fees to the level of million level, and again, some Chinese companies to come to.
But no matter the audience or Liu Xiang himself, I am afraid that those ads are still his filming at lowest ebb, more unforgettable.
Good luck in London, Liu Xiang (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner:. Cartelo)!filled with murderous
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