Businessmen In The Olympic Marketing War Are More Rational And More Focused On Corporate Culture.

From London Olympic Games During the period, the Olympic promotion of traditional retail business was "just beginning to come out".

Generally speaking, July and August is the off-season of traditional retail. Especially in this year's consumption situation, the 4 year Olympic Games is no doubt a rare business opportunity. Last week, however, a reporter's visit found that sales promotions became more sensible and smart.

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London Olympic Games, Beijing shopping malls "Olympic flavor" gradually thicker up. The Olympic promotions such as Zhou Huatang, Wumart and so on began to start from scratch. From the sale of merchandise to the Olympic competition, consumers' appetite was gradually hung up by businesses.

Just a week ago, a few days before the opening of the Olympic Games, it was difficult to see the Olympic elements in the major retail stores: the latest sales promotion of supermarkets and department stores was not over yet, and the words "Olympic" were hard to find on posters. Even the partners of Johnson, Procter & Gamble and Erie did not move. Even the most popular 3D TV this summer has not yet played the banner of Olympic promotion in supermarkets. Not only that, the reporter asked many retail salesmen about the opening date of the London Olympic Games, many people said "not clear".

According to past experience, a traditional businessman who likes to take big sports events as a gimmick should launch Olympic promotional activities a month ago, and consumers are accustomed to greeting the Olympic Games in various promotional activities for the Olympic Games. This year, however, the traditional retailers seem to have been able to seize the time, and have shown their own 5 days before the opening ceremony of the Olympic Games. Promotion Cards.

The Olympic promotional campaign is shortened and activities have become "short and precise", which is the best way to increase the input output ratio for the retail industry with declining profit margins. The Olympic promotion of traditional retail is becoming rational.

Olympic promotion "relay" summer wear discount

7 in mid and late June, the discount activities of summer wear are being carried out by businesses. In this year of tight money and rising living costs, this discount season is especially popular among consumers.

Last week, reporters at the new central customs shopping center saw that the summer wear of various brands had been discounted to varying degrees, and many domestic brands even launched 70 percent off of the event. "A lot of new models are on sale, and now it's the best buy. After all, there are nearly two months in summer." One consumer said.

Although no promotional activities have been carried out in the shopping mall, people in the shopping mall are weaving under the promotion of summer wear.

In mid and late 7 every year, sales of clothing and shoes are promoted in summer. The London Olympic Games opened in July 28th, just in time for the summer discount. In this regard, the industry believes that the discount season is a regular phenomenon in the retail industry every year, and retail enterprises can attract a lot of passengers without deliberately making the festival. At this time, when the discount function of summer wear is almost the same, retailers will get twice the result with half the effort to throw the "Olympic promotion" piece accurately.

Some people say that this year's promotions of the Olympic Games were slow, and the 10 days before the opening ceremony could hardly smell the Olympic Games. In fact, this year's Olympic promotion "seamless" docking summer discount, it is a clever and effortless way of sales promotion.

Cultural promotion and image building

Compared with simple sales promotion, retailers want to improve their image by using the Olympic Games. Therefore, we should promote the Olympic culture. corporate culture It has become the most important marketing method for many retail enterprises.

Reporters visited the first Grand Canyon shopping center to see that the mall was holding a series of "I love Olympics" cultural activities, including the Olympic Games Poster Exhibition in the four storey atrium, attracting many consumers to take pictures. The poster exhibition displays the posters from the 1896-2004 Summer Olympic Games.

"Olympic poster is one of the most important cultural communication projects held by the host countries of the Olympic Games. It is also a form of disseminating the Olympic spirit and ideas to the whole country and the rest of the world. Shopping centres should also do their duty to bring the Olympic spirit to the public. The head of the shopping mall said. It is understood that on the 27 day of -29 this month, the Grand Canyon will also host an environmental public welfare event focusing on the Olympic Games.

Before the large-scale mass merchandising, WAL-MART also joined hands with Coca Cola Co to carry out the classic Olympic torch show. The tour covered WAL-MART's stores across the country for two months. Ke Junxian, chief operating officer of WAL-MART China, revealed that the consumer's impression of WAL-MART could be more advanced. He hoped that the exhibition of the Olympic torch could leave precious memories for consumers.

Olympic promotion is no longer a life-saving straw.

4 years ago, the Beijing Olympic Games made consumers addicted to the "National Olympic Games". After the Olympic Games, international competitions were settled in Beijing, and the knowledge of Beijing residents increased. Under such circumstances, Beijing consumers have not been so enthusiastic about the Olympic Games as before, but tend to be rational and calm.

For the traditional retail industry, the 4 year Olympic Games is a rare sales promotion opportunity. But after the impact of the electricity supplier and the pressure of the rising retail cost, the traditional retail seems to realize that the Olympic sales promotion can not play a great role in improving the performance. A long time Olympic promotion will inevitably involve more manpower and material costs, and the traditional businessmen who begin to spend more time spend more money on the knife edge.

In addition, there is a marketing expert analysis, because the Olympic torch did not spread to China, and the lack of Olympic leaders in China, Olympic sponsors had little chance of publicity, and the arrival of "Olympic spirit" in the domestic Olympic Games was much more natural than in previous years.

In the industry view, compared to the national day, Spring Festival and other festivals, the traditional retail sales promotion is more sponsored by the sponsors. Many of the national brands that have been on display at the Beijing Olympic Games have not gone abroad and London. At this Olympic Games, there are only a few brands that Chinese people are familiar with, such as Coca-Cola and Procter & Gamble. Because these brands are usually located in the leading position of their respective industries, they do not have much motivation and tricks to do Olympic marketing.