The New Transcendence of Olympic Brand Operation

What I am here to present to you are some of the brand's core values in the operation of the Olympic Games, as well as the core mission we are talking about, which can have a huge impact on the entire consumer. As you can see, when we look at the Olympic Games, we have learned from many research reports that the Olympic Games does not make consumers feel that it is a sports event. In my mind, it has become a concept of friendship, solidarity and mutual assistance. It has surpassed sports and has become a good embodiment of people's spirit. This is very useful to the promotion of the entire Olympic Games in the minds of global consumers. We call it the DNA of the brand, which is the core of the operation of the brand. This is our simple understanding of the Olympic Games.

The second is the significance of the Olympic Games to the Chinese people. This is a survey conducted by the International Olympic Organizing Committee in China. The focus is on 91% of participants, 88% of more than one games, and 87% of children who provide a good second place. As you can see, consumers are in people's The impression in my mind is not a sports brand, nor a competitive brand, but a brand that people can enjoy and share in their spiritual life. This is the brand equity of the Olympic Games. We divide it into three levels. The lowest level is called the material level, the second level is called the emotional level, and the third level is called the spiritual level.

Everyone knows that we are a brand. The most important point of the brand is to meet the needs of consumers. What are the needs of consumers? We have to figure it out. According to our current research topic, consumers have three needs. The first is material needs. In their daily life, consumers have an instinctive material and functional needs. Just like the clothes I wear, the weather is cold and the inside is cold. With air conditioning, I can keep warm by wearing this dress. It is more convenient for me to make than cheongsam and jacket, so I wear a suit. I wear a tie to represent that the occasion I am attending is a formal occasion, so we are going to wear a tie, what is this? It is a functional requirement, which is the lowest-level requirement in each of us. What are the needs at this level? We call it emotional needs. Because I am going to participate in the World Brand Managers Conference today, the clothes I wear should be more appropriate, and the brands I wear are relatively better. I want everyone to agree with me. I am still a person with a bit of taste. If I can't stand up, everyone feels that I can only be seen in the wholesale market. This is called emotional demand.

What is the third? is a spiritual need. what is this? It is the highest stage of the brand, we call it faith. To give an inappropriate analogy, China has a brand, but it is not a Chinese brand. I think it is very successful. Where is the success? Because it has been done for over a thousand years, what brand? I say it is the Buddha of Buddhism, some people say he is from India, I think the real success is in China. When we enter the monastery, what do we consume? is a belief. I often say that when we enter the temple, we will organize our clothes, and we will prepare the money in our pockets, because there are many merit boxes to put in. When we see a bodhisattva, we will pay homage unconsciously, we will ask incense to burn it, and we will unconsciously put money into the merit box when we see it, because this is a psychological need, and doing so is good for me . We call it belief, the identification of the highest stage of the brand. We are also analyzing, is there a commercial brand in the world that can meet the requirements of faith? We haven't found it yet, and there may be in the future. It is very, very difficult to achieve this level. It takes a very, very long time, very, very good values, and very, very good operation to be able to form such a brand of faith. So it's not that we can do what we need to do, there is a very long process.

This is the Olympic Games I mentioned earlier. There are many levels. The Olympic Games is not a simple Olympic Organizing Committee or an International Olympic Committee. It is a virtual organization that effectively combines many resources in the society. brand operation. When we talk about virtuality now, some people may think it is quite empty. When we talk about brands, we need to talk about products, sales, and factories. This is more realistic. But in fact, to a certain extent in our branding, we need a kind of social resources and social forces to participate in order to promote your brand to a very high level. The Olympic Games is such an operational thinking, and the International Olympic Committee More than 200 countries in the world, more than 300 sports events, local countries, such as Beijing is the Beijing Olympic Organizing Committee, and the local government resources are used incisively and vividly. These resources are called unreserved and go all out to run well, Why? The reporting to each organization after it's running is huge. This is the state of the comprehensive resources of the entire Olympic Games.

This is what I mentioned earlier, the reason why the Olympic Games is recognized and recognized by so many consumers and audiences around the world is not because of how exciting the competition is. The key is that the Olympic Games provides a platform for human beings to share. On this platform, people from all over the world can communicate on an equal footing, help each other on an equal footing, and participate in such a provincial capital without any racial distinction. Therefore, the Olympic Games emphasize more on a humanistic spirit rather than an event. So we all know the slogan of the Beijing Olympics, "One World, One Dream", no competitions, no events. Another slogan is "Green Olympics, Science and Technology Olympics, People's Olympics". In fact, the Humanities Olympics should be at the top of the list. In fact, the most important thing is the Humanities Olympics.

The core value of the Olympic Games, there is such a core value to integrate global resources, because it occupies the highest point in the world, no one can surpass it. As you all know, some time ago, tickets for the opening ceremony of the Olympic Games were distributed globally. I read an online data. So far, there are 25,000 tickets for the Olympic Games. Now there are 360,000 tickets for the opening ceremony of the Olympic Games. What does that mean? ? Tickets for the opening ceremony of the Olympic Games must be decided by lottery, and only 25,000 of them can watch the Olympic Games. In such a system, it is known that the scarcity of the Olympic Games, the attention of the Olympic Games and the recognition in the minds of consumers are very, very high.

We predict that the 2008 Olympic Games may be the most popular in Olympic history. Why? because in China. China has the largest population, and the second is to host the Olympic Games in China for the first time. The world will also pay attention to this ancient country. The image of the Chinese is in the minds of foreigners. I feel that foreigners feel that China is still in the era of Crouching Tiger, Hidden Dragon, riding a horse-drawn cart, a donkey cart, and living a very hard life in the endless fields. Do all foreigners who have been to China think that this is China? He couldn't believe his eyes. Therefore, the world will use this Olympic Games to pay attention to China, so we predict that this Olympic Games will be the most concerned Olympic Games in history. If it is the second time, the attention will not be so high, because it is the first time.

I've just touched on the Olympics here. What do I mean by now? We cannot simply regard the Olympic Games as a sports meeting. It is an international organization with branding operation. This international organization does not use a simple commercialized way to carry out brand operation. It combines craftsmanship and commerce to obtain an effective What is the most important point for the balance to operate in the global scope class? In the minds of consumers, the Olympic Games is a grand event in their minds, a gathering of human reunion, a rare opportunity, so everyone looks forward to the Olympic Games every four years. If every brand has such a concept in the minds of consumers, then this brand must be a great brand.

The author is the deputy general manager of Hengyuanxiang Group and the general manager of the Olympic Project Department of Hengyuanxiang Group.