Sports Marketing Of Haier From NBA To 08 Olympic Games

In November 14th, the third day after the NBA Derby in China, the "Sports Weekly" titled "enjoy the applause" in the oracle bone ball hall. The key words and phrases of the "Haier NBA2007-08 regular season tour" were again linked with the Chinese sports appliance giant "Haier" and the sports brand "NBA".

At the same time, in the current popular Olympics craze, Haier, who is bold in innovation and excels in innovation, has closely integrated the Olympic concept of green, technology and humanity with Haier culture.

Integrating with international practice, mining sports marketing and integrating new elements of brand

With the continuous improvement of competitive sports level and the vigorous development of sports industry in the world, sports marketing has become one of the important means for enterprises to promote products and brand.

In China, sports marketing is still a field that needs scientific reclamation.

Because of the lack of market integration and long-term strategy, the "disposable sale" of gambling blindly throwing money is everywhere.

For example, the "N season" of a beverage brand bought out the exclusive broadcast rights of the CCTV World Cup in 31 million, but there was no follow up.

It can be seen that sports marketing is actually a double-edged sword: it is a magic weapon for winning wars repeatedly, winning gold and silver cans, or wasting resources and losing blood.

On the basis of drawing lessons from foreign experience, how to fully tap the potential of sports marketing combined with the facts, avoiding disadvantages and taking advantage of advantages and disadvantages, and globalized home appliance brand Haier, in this brand-new field, have a new way to sell NBA and Olympic Games in a new way of diversification.

It can be said that the relationship between Haier and NBA is more than sponsorship and sponsorship.

Haier also uses NBA resources to establish an interactive platform in the vast number of young people in China, Haier NBA Basketball Academy.

This makes the entire marketing campaign not only has a wide audience, but also contains all the new elements of fashion, vitality and youth, and also makes Haier cultivate potential brand loyalty groups in the younger generation of consumer groups.

Haier's brand international competitiveness is increasing day by day.

In Haier's view, sports marketing is a combination of the elements of the whole people, public welfare, responsibility and entertainment.

For example, in this year's series of sports marketing activities, Haier vividly explained its understanding of sports marketing: "CCTV Haier Olympic city row" activities explained the connotation of Haier's Olympic marketing from the high level.

The "Haier Olympic hope project" shows a public welfare Haier, a Haier with a sense of social responsibility.

In this project, Haier provided a series of material conditions for the children of 30 hope primary schools in 2008 to watch Olympic Games and experience Olympic passion.

In view of this, Haier's sports marketing is full of multi dimensional characteristics and brand participation.

Now, as the Olympic Games are drawing near, as the Olympic Games white power sponsors, Haier is sparing no effort in planning for the 08 Beijing Olympic venues. With excellent product quality, it will provide a high quality competition platform for the 08 Olympic Games.

The return of sports marketing to Haier will also be a win-win brand growth after injection of fashion elements.

Haier's cooperation with the Olympic Games and NBA is the resource expansion based on brand identity.

As a result, Haier is no longer an international appliance brand in the eyes of consumers, but a brand that can be affinity with sports and fashion.

With the increasing popularity of sports marketing and the growing heat of China, such a Haier is undoubtedly more competitive internationally.