As early as the 1990s, people had the consciousness of combining sports with marketing. As the largest sports event in the world, the Olympic Games attracts worldwide attention, which contains unlimited business opportunities. With the help of the Olympic Games, it is a golden opportunity for many enterprises to build a gold brand and make a breakthrough in marketing.
From July 6, 2006, when Beijing successfully applied for the Olympic Games, a new round of "Olympic marketing" began. For many enterprises, this is undoubtedly another opportunity for globalization. However, for many domestic enterprises, because they have never had the experience of "Olympic marketing", I am afraid this road is not as easy as imagined.
On March 26th, 2004, Lenovo Group signed a cooperation agreement with the International Olympic Committee in Beijing, announcing that it officially became the global partner (top sponsor) of the 6th International Olympic Committee, which was the first time that China enterprises obtained this qualification in the history of the Olympic Games.
Until now, Lenovo's Olympic marketing road has gone through four years unconsciously. According to national business daily, Lenovo's popularity has increased from 62% to 68% and its brand reputation has increased from 53% to 62% since it sponsored the Olympic Games. Lenovo's brand value has increased by more than 20 billion yuan from 30.7 billion yuan in 2004.
Lenovo's successful "Olympic marketing" strategy has set an example for many China enterprises! Not only that, Lenovo's goal of accelerating internationalization through the Olympic Games has also been effectively realized.
Combine Olympic culture with brand.
The traditional way of sponsorship and naming is the most direct and effective way in "Olympic marketing", and it is also one of the most widely used and invested ways. This method has been adopted by some large enterprises, such as Coca-Cola, VISA and other well-known brands. On this basis, Lenovo further put forward the concept of Olympic culture and brand integration, which is a highlight of its "Olympic marketing" strategy.
"Through Lenovo's sponsorship of the Olympic Games in the past few years, we come to the conclusion that an enterprise can get a good harvest (in marketing) if it makes a good plan and combines the cultural connotation of the Olympic Games with its own brand." Li Lan, vice president of Lenovo Group in charge of Olympic marketing, said.
Since 2007, Lenovo's "Olympic marketing" strategy has entered a new stage. In addition to the traditional advertising investment, many activities around the Olympic Games have gradually begun. Lenovo's torch relay plan, global Olympic champion plan and ten million customer feedback plan all mean that Lenovo's "Olympic marketing" has entered a sprint stage. The winning of the Olympic torch "Xiangyun" pushed Lenovo's "Olympic marketing" to a climax.
The Olympic torch "Xiangyun"
"According to the data of Beijing Famous Brand Assets Appraisal Co., Ltd., from 2004 to 2006, the brand value of Lenovo brand increased from 30.7 billion yuan to 60.7 billion yuan during the period of obtaining the global partner membership of the Olympic Committee. Today, the release of Lenovo's torch design may greatly increase this value. " Chen Shaopeng, senior vice president of Lenovo Group and president of Greater China, said.
Lenovo's recently announced "Olympic Marketing" strategy for 2008 includes the countdown to the Olympic Games, a series of Olympic public welfare publicity, the Olympic Association's trip to thousands of counties, the Olympic Games' trip to 100 cities, the Olympic science and technology through train and other national tour activities. It is not difficult to find that while adhering to the concept of integrating Olympic culture with its own brand, Lenovo has launched its own channels and promotion strategies.
In the process of real Olympic marketing and brand building, it is also very important to create a "local Olympic culture" by borrowing Olympic resources and combining their own products.
Marketing activities Lenovo pushed the PC value marketing concept of high-end games for 10,000 yuan to land successfully.
June 65438+1October 65438+March 2008, when the countdown to the Olympic Games was 300 days, Lenovo's highest-end home PC-Fengxing Wang was officially released in Beijing. At this point, the "best PC in history" widely circulated on the Internet finally made a high-profile appearance after a month of wait-and-see and speculation. Judging from its unprecedented ultra-high configuration, invincible comprehensive performance, original design and high price, Lenovo Popular King has undoubtedly set a new benchmark for domestic high-end PCs.
"The Best Computer in History" bid nearly 40,000 yuan.
At present, the price of Lenovo's popular king is close to 40 thousand yuan, which has exceeded that of a small-displacement car. Previously, Lenovo's top desktop computer was around 20,000 yuan, and the advent of the popular king doubled the price ceiling.
However, what makes the reporter curious is, what parts are equipped with this computer that Lenovo calls "the best in history", and dare to shout out the jaw-dropping price of an ordinary computer 10 times? It is reported that the computer processor adopts Intel's highest-end domestic 4-core CPU, with a core frequency of 2.93G and a super-large secondary cache of 8MB. In addition, 4G DDR 800 large memory, massive hard disk up to 1T, high-performance discrete graphics card Geforce 8800ultra, and 5ms fast-response 22-inch widescreen LCD are all standard for luxury computers to meet the game needs of players. In addition, considering the "health" of users and computers, Lenovo's unique intelligent temperature control technology, nano radiation protection coating and intelligent noise reduction technology are also adopted.
Of course, King, known as "the best PC in history", is not only high in configuration. In order to make the popular king more in line with the usage habits of gamers and further improve the humanization and comfort of the whole machine, Lenovo invited WE. Tian Yue, who is known as the "Terran Emperor of China" in the World of Warcraft game, participated in the preliminary design and improved the practical model according to the harsh experience of gamers, making it the ultimate equipment most suitable for gamers.
First-order sales model
Zhong Wang, general manager of Lenovo's consumer desktop computers, said that in the past, Lenovo did more to improve the product cost performance and more to strengthen the rapid turnover rate. But now consumers are mature, some consumers need sophisticated computers, and some consumers need high-performance computers. These special market demands prompted Lenovo to launch high value-added computers, which is also the success of value marketing proposed by Lenovo at the beginning of the year.
Lenovo's popular king was launched under this background. Lenovo found that gamers occupy a considerable market share in the consumer PC market, but before that, the market has been suffering from the lack of suitable products, and the price of King this time is similar to the cost of players' own assembly, which will attract players to buy. The main reason. At the same time, the aircraft is also an attempt by Lenovo to test the high-end market.
According to Li Xia, vice president of Lenovo Group, due to the special market positioning of this computer, Lenovo's desktop computer also adopted the sales mode of order production for the first time. In other words, Lenovo will not produce products until it receives the user's order.
In fact, the PC market in China has experienced a series of homogenization and low-cost trends, but the development momentum of luxury and high-end desktop PCs has become more and more clear. This time, Lenovo launched the "Best PC in History" Popular King, which not only showed Lenovo's determination to formally enter the high-end PC market as a domestic PC manufacturer, but also gave Popular King a unique Olympic value and invited e-sports experts to participate in PC design. Undoubtedly, it also explores an important way out for the development of domestic PC.
I am very lucky to find the information, I hope I can get extra points!