(声明：刊用《中国新闻周刊》稿件务经书面授权) (statement：reproduced《China news weekly》For the manuscript written authorization)

　　

经过北京奥运的历练，面对伦敦奥运会的时候，中国品牌不再不计成本蜂拥而上，而是开始选择与自身品牌合适的策略与方式寻找商机 After Beijing Olympic Games experience，In the face of the London Olympics，The Chinese brand no longer regardless of the cost.，But a beginning selection and their own brand of appropriate strategies and ways to search for business opportunities

　　本刊记者/吴子茹

This reporter/WuZiRu

　　7月29日，伦敦奥运会举重赛场，朝鲜运动员欧云哲“爆冷”获得男子56公斤级比赛冠军。随后，他感谢“伟大领袖”金正日的赛后感言，以及高举双手表达激动心情的图片迅速在互联网上传播，成为伦敦奥运赛场上除中国运动员夺冠之外另一吸引中国观众的消息。

July 29,，London Olympic weightlifting competition，North Korea YunZhe European athletes“shock”For men's 56 kg category contest。then，He thanked“The great leader”Kim jong il post-match quotes，And lifted up his hands express excited mood picture quickly on the Internet，Become the London games on the field except outside Chinese athletes win another attractive to Chinese audience's news。

　　同时“亮了”的还有欧云哲身上的服装。细心的人们发现，无论是比赛服，还是走上领奖台时的着装，欧云哲的右胸都有一个明显的中国体育品牌361度的标志。

At the same time“light”And the YunZhe body clothing。Careful people found，Whether meets，On the stage or the dress，The YunZhe right chest has an obvious Chinese sports brand 361 degree mark。

　　然而，尽管包括李宁、安踏、361度等中国本土体育服装品牌争相围绕伦敦奥运会展开营销，事实上参与这届奥运会赞助的中国本土企业并不多。与四年前在“家门口”那场奥运的参与程度相比，这次的伦敦奥运会，中国的企业似乎有了更加保守的选择。

however，Although including li ning、anta、361 degree of Chinese sports clothing brand around the London Olympic Games to open marketing，In fact to participate in the Olympic Games sponsor Chinese local enterprises is not much。And the four years ago in“home”The Olympic Games compared to the degree of participation，The London Olympic Games，China's enterprise seems to have a more conservative choice。

　　

退出和进入 Exit and enter

　　“不是说你砸进去6个亿，你就回收12个亿，这是不可能的。”361度(中国)有限公司体育市场中心总监赵峰对《中国新闻周刊》说。这是一句实话，也是让一些曾经积极赞助北京奥运的中国企业这一次打退堂鼓的原因。

“Not to say that you hit in 6，You will have to reclaim 12，It is not possible。”361 degrees(China)Co., LTD., sports market center director to ZhaoFeng《China news weekly》said。This is a truth，Also is to let some once active to the Beijing Olympic Games Chinese enterprise this time back down reasons。

　　北京奥运会的官方赞助商名单中几乎随处可见中国企业。除联想集团成为最高级别的TOP赞助商，也就是北京奥运会全球合作伙伴外，大量的本土企业如中国移动、中国石化、海尔集团、伊利等也成为那届奥运会各级赞助商或供应商。北京奥运会也因此成为中国企业的一次集体国际亮相。

Beijing Olympic Games official sponsor list almost everywhere Chinese enterprise。In addition to lenovo group become highest-level TOP sponsors，Beijing Olympic Games is the global partners，A large number of local enterprises such as China mobile、China petrochemical、Haier group、Erie and so on also become the Olympic Games sponsors or suppliers at all levels。The Beijing Olympic Games are therefore become China's enterprise a collective international appearance。

　　与四年前的盛况相比，这次伦敦奥运会官方赞助商名单里出现的中国品牌只有两个：一个是来自台湾的笔记本电脑品牌Acer宏碁，它与三星、阿迪达斯、可口可乐等国际品牌一起，名列TOP赞助商，即2012年伦敦奥运会全球合作伙伴；另一个则是总部位于北京的数字视觉创意集团水晶石公司，作为官方赞助商名单里的最后一级，即伦敦奥运供应商和服务商，出现在伦敦奥运的官方网站上。

And the four years ago than grand occasion，The London Olympic Games official sponsors appears in the list of Chinese brand only two：One is from Taiwan notebook computer brand Acer Acer，It and samsung、adidas、Coca-Cola and other international brand together，Ranked TOP sponsors，The 2012 London Olympic Games global partners；Another is the headquarters is located in Beijing's digital visual creative group crystal company，As the official sponsor list in the last level，That is the London games suppliers and service providers，Appear in London Olympic website。

　　作为上一届奥运会TOP赞助商，联想曾经通过北京奥运营销赚足了全世界的眼球。而一般来说，奥运会的官方赞助分为四个等级：最高级别的是TOP赞助商；其次是奥运会的官方合作伙伴；再次是官方赞助商；最后是供应商和服务商。TOP赞助商这个级别的参与品牌具有极强的排他性，全球范围内一个行业只能有一家企业入选。

As the Olympic Games sponsor on TOP，Lenovo once by the Beijing Olympic marketing around the world to make enough of the eyeball。But generally speaking，The official sponsor is divided into four levels：The highest-level is TOP sponsors；The second is an official partner of the Olympic Games；Again is the official sponsors；The suppliers and service providers。TOP sponsors this level of participation brand with strong exclusiveness，The global scope an industry can have only a enterprise selected。

　　国际奥委会对赞助费用采取保密原则，然而有消息透露，联想参加北京奥运会时赞助费为6500万元，而伦敦奥运会的赞助费为8000万。对此，联想公关方面告诉《中国新闻周刊》说，从北京奥运会结束起，联想就决定不继续赞助伦敦奥运。至于具体的原因则不方便透露。

The international Olympic committee (ioc) of the sponsoring cost take security principle，However, the source said，Association to participate in the Beijing Olympic Games sponsor fee is 65 million yuan，But London's Olympic sponsor fee for 80 million。this，Lenovo public relations tell《China news weekly》said，From the Beijing Olympic Games end up，Association decided to not continue to sponsor the London games。As for the specific reason is not convenient revealed。

　　台湾笔记本电脑企业Acer宏碁则看上了这一机会。Acer宏碁中国区市场推广处总经理林容丰告诉《中国新闻周刊》，通过赞助奥运会，“不仅可以让宏碁获得向全世界消费者展示专业技术力量的机会，同时，获得重要的政府和企业客户群也是这个品牌参加赞助奥运的直接驱动力。”

Taiwan notebook computer enterprise Acer Acer is keen on the opportunity。Acer Acer China market promotion division general manager LinRongFeng tell《China news weekly》，Through the sponsor the Olympic Games，“Not only can let acer get consumers all over the world show professional and technical strength of the opportunity，At the same time，Obtain important government and enterprise customers is the brand to sponsor the Olympic direct driving force。”

　　林容丰认为，现在的计算机市场，很多品牌都在为提高辨识度而相互竞争，并且大都是以价格和性能为驱动因素，然而Acer宏碁希望通过参加奥运来丰富这个品牌的“情感内涵”，“这在现有的市场体系中是十分重要的”。

LinRongFeng think，Now the computer market，A lot of brands in in order to improve the recognition degree and mutual competition，And most of the price and performance is for driving factors，However Acer Acer hope that through to participate in the Olympic to enrich the brand“Emotional connotation”，“In the existing market system is very important”。

　　

穿中国品牌的外国运动员 Wear the Chinese brand of foreign athletes

　　与林容丰不同，361度(中国)有限公司体育市场中心总监赵峰谨慎地选择用“奥运营销策略”，而不是“赞助”这样的字眼来表达361度参与这次伦敦奥运会。

And LinRongFeng different，361 degrees(China)Co., LTD., sports market center director ZhaoFeng carefully choose to use“Olympic marketing strategy”，not“sponsorship”Such words to express 361 degrees to participate in the London Olympic Games。

　　与361度一样，其他的体育品牌也采取了一系列外围的“营销策略”，包括与电视或网络媒体合作节目转播赛事、签约中国或外国的运动队或运动员等，而这些行为与国际奥委会或者伦敦奥委会并无直接关联。

As with 361 degrees，Other sports brand also adopted a series of peripheral“Marketing strategy”，Including and television or network media cooperation program on the games、Signing Chinese or foreign teams or players, etc，And these behavior and the international Olympic committee (ioc) or London Olympic committee and no direct correlation。

　　赵峰告诉《中国新闻周刊》，尽管不可能通过奥运会迅速实现盈利甚至回收成本，但在国际上露面，是任何一家具有长期战略的体育品牌一定要抓住的机会。赞助有潜力夺金的国家队和运动员，让自己的品牌尽量多地露面，是体育品牌参与奥运营销的一个重要方式。

ZhaoFeng tell《China news weekly》，Although it is impossible to through the Olympic Games quickly realize the profit and cost recovery，But in international appearance，Is any one has the long-term strategic sports brand must seize the opportunity。Sponsorship has the potential to gold national team and athletes，Let your own brand appearance as much as possible，Participate in the Olympics is sports brand marketing is an important way。

　　事实上，2012年被称为中国体育品牌“最寒冷的冬天”。一些国产体育品牌都已经为高库存等问题头痛已久。按照以往的赞助经验，“奥运营销”对提高销量、减少库存并没有立竿见影的效果。

In fact，In 2012, known as the Chinese sports brand“The cold winter”。Some domestic sports brand have for high inventory problems headache already a long time。According to the past experience of sponsorship，“Olympic marketing”To improve the sales、To reduce stock and no immediate effect。

　　除361度外，李宁和鸿星尔克等大小中国体育品牌都采取了赞助国外奥委会或者签约国外运动员这一策略。李宁在同类中国品牌中最具有实力与经验，除了为中国乒乓球队、体操队、羽毛球队、跳水队和射击队在内的五支“金牌队”提供奥运装备赞助外，李宁公司也选择了签约一些知名的世界运动员，其中包括牙买加飞人阿萨法。鲍威尔、撑杆跳女皇伊莲娜。伊辛巴耶娃以及一些世界顶尖的运动队。

In addition to 361 degrees outside，Li ning and the star 2-ik etc size Chinese sports brands have adopted a sponsor foreign Olympic committee or signing foreign athletes this strategy。Li ning in the similar Chinese brand most to have the strength and experience，Except for the Chinese table tennis team、Gymnastic team、Badminton team、TiaoShuiDui and firing squad, five branch“Gold medal team”Provide the Olympic sponsorship outside equipment，Li ning company also chose to sign some famous athletes in the world，Including Jamaica o air gaza method。Powell、Pole vault jelena queen。Yelena and some of the world's top teams。

　　虽然被库存压力等各方负面问题所困扰，李宁方面对这次伦敦奥运之行显得信心满满。“奥运赛场上一共有600多名世界各国运动员组成‘李宁奥运军团’，”李宁方面告诉《中国新闻周刊》。“他们身着李宁服装参加比赛或者走向领奖台，相信对增强李宁的品牌美誉度会起到很积极的作用。”

Although inventory pressure all parties negative beset by problems，Li ning on the London Olympic trip is full of confidence。“The Olympics on a total of more than 600 countries all over the world of athletes‘Li ning Olympic legion’，”Li ning aspects tell《China news weekly》。“They dressed in li ning clothing to take part in the game or to the podium，Believe that to enhance li ning brand reputation will play a positive role。”

　　相比之下，361度的规模则显得稍小，选择与朝鲜、白俄罗斯、克罗地亚、拉脱维亚、马尔代夫等国家奥委会合作，为他们的运动员提供服装，此外，也签约了包括孙杨、美国篮球运动员凯文。勒夫等国内外的体育明星。

Compared with，The scale of 361 degrees will be smaller，Selection and north Korea、belarus、Croatia、Latvia、The maldives and the national Olympic committees (nocs) cooperation，For their athletes to provide clothing，In addition，Also signed including SunYang、The United States basketball player Kevin。Low and other domestic and international sports star。

　　事实上，这并不是361度第一次赞助国外的体育团队。2010年的广州亚运会，361度就赞助了10个国家。在“效果还算不错”的激励下，2011年深圳大运会，赞助的国家队达到15个，主要仍然是亚洲国家。以此看来，在2012年的伦敦奥运会上延续这一积极的赞助策略似乎是必然。

In fact，This is not the first time 361 degrees sponsor foreign sports team。2010 years of guangzhou Asian games，361 degrees will sponsor 10 countries。in“Effect is not bad”Under the excitation of，In 2011, the shenzhen universiade，Sponsor international reach 15，Main is still Asian countries。So it seems，In 2012 the London Olympic Games continue this positive sponsorship strategy seems to be inevitable。

　　对于这些“国际化”的举动，其体育市场中心总监赵峰对《中国新闻周刊》坦陈，与多数处于成长阶段的中国体育品牌一样，“361度最主要的目的还是在于国内市场”。选择赞助国外运动队和运动员，很大程度上也是为了增强这个品牌的信心。如果能在奥运会结束后意外开拓一些国际市场，“那显然再好不过了。”2010年亚运会结束以后，361度就已经成立了海外事业中心，大规模走向国际，“只是早晚的事。”

For these“internationalization”move，The sports market center director to ZhaoFeng《China news weekly》that，And most in growth stage of China's sports brands，“361 degrees the main purpose lies in the domestic market”。Choose to sponsor foreign teams and athletes，To a large extent is also in order to enhance the brand of confidence。If you can after the games accident exploit some international market，“That obviously couldn't be better。”After the 2010 Asian games，361 degrees have established overseas business center，Large scale to go into the international，“But sooner or later things。”

　　

适合自身的营销策略 Suitable for their own marketing strategy

　　选择与哪个国家的奥委会合作赞助该国的运动员，也并非中国体育品牌单方面选择的结果，主要来源于之前品牌信誉和资源的积累。比如，对于361度来说，赞助亚运会和大运会之后，会陆续接到别的国家抛来的橄榄枝。

Selection and which country's Olympic team sponsors the country's athletes，It is not the Chinese sports brand unilaterally the result of choice，Before mainly comes from the accumulation of brand reputation and resources。For example，For to 361 degrees，Sponsored Asian games and after the universiade，From other countries will have to throw the olive branch。

　　“选择的面并不广，欧美市场并不太认我们的品牌，”赵峰对《中国新闻周刊》坦陈，“就是在亚洲方面，你像日本也不可能选择我们来赞助，他们有自己成熟的体育品牌。”

“Choice of surface is not wide，The European and American market is not too acknowledge our brand，”ZhaoFeng to《China news weekly》that，“Even in the Asian context，Do you like Japan can't choose our sponsor，They have their own mature sports brand。”

　　与朝鲜奥委会的合作就来自于对方的邀请，2010年亚运会之前，“朝鲜方面向361度发了邀请函，希望得到赞助，”赵峰回忆。361度方面当时正在考虑如何营销品牌，觉得这也许是个不错的机会。

With north Korea's Olympic committee cooperation will come from the other side of the invitation，Before the 2010 Asian games，“North Korea sent invitations to 361 degrees，Hope to get sponsorship，”ZhaoFeng memories。In 361 degrees at that time are considering how to marketing brand，Think it may be a good opportunity。

　　与白俄罗斯的合作则得益于361度在大运会上的表现。白俄罗斯代表团的团长主动找到赵峰，表达了合作意愿。按照合作规矩，赵峰让对方提出合作意见申请，“当时对方的要求是提供一百多套装备，接下来给我们一个回报计划。”品牌方在评估白俄罗斯的情况时，认为它在北京奥运会表现还不错，“在前五十名，并且获得过金牌”。

And belarus cooperation is benefited from the 361 degrees in the performance of the universiade。Belarus delegate active find ZhaoFeng，Expressed willingness to cooperate。According to the joint rules，ZhaoFeng let the other side put forward opinions for cooperation，“At that time each other's requirements is to provide more than one hundred sets of equipment，Then give us a return plan。”Brand square in the evaluation of the belarus situations，Think it in the Beijing Olympic Games are doing well，“In the first 50，And won the gold medal”。

　　“我们也想赞助欧美国家啊，不过他们的体育品牌已经很成熟了，基本上没有这样的需求。”赵峰对《中国新闻周刊》说。

“We also want to sponsor the European and American countries ah，But their sports brand already very mature，Basically do not have such a demand。”ZhaoFeng to《China news weekly》said。

　　赵峰透露，决定签约牙买加短跑运动员，一是因为这个国家的短跑在上一次北京奥运会表现突出，这次也必定成为焦点；另一个原因则是田径运动对体育设备的科技要求非常高，这就等于向全世界宣告，361度作为中国的本土体育品牌在技术含量上是很优秀的。“这种品牌内涵的诠释对我们来说非常重要。”赵峰说。

ZhaoFeng revealed，Decided to sign Jamaican sprinter，A because the country's sprinter in the last of the Beijing Olympic Games outstanding performance，This must be a focus；Another reason is to track and field sports equipment technology requirements are very high，This is to declare to the world，361 degrees as China's local sports brand in the technology content is very good。“This brand connotation interpretation is very important to us。”ZhaoFeng said。

　　类似亚运会、奥运会这种体育盛会的赞助合约签订一般是4年一个环节，因此之前在亚运会和大运会上签订合同的国家，赞助合约基本上会延续到这一届奥运会上。361度品牌创立于2003年，2008年的北京奥运会基本上算是“没赶上”，当时的赞助策略还处于“试水”阶段，只选择了与羽毛球冠军林丹、国家羽毛球队及教练李永波联合拍摄一个广告。

Similar to the Asian games、The Olympic Games this sports event's sponsor the contract is signed general is four years a link，So in the Asian games before signing a contract on the universiade and the national，Sponsorship contract basically will continue to the Olympic Games。361 degrees brand was founded in 2003，The Beijing Olympic Games in 2008 is basically“Didn't catch”，The sponsorship strategy is still in its“Test the waters”stage，Only choose the badminton champion lindane、National badminton team and the coach LiYongBo joint shoot a advertising。

　　“当时的奥运营销策略没有像现在这么完整和立体，”赵峰说。尽管如此，北京奥运结束后所做的调查发现，361度的美誉度和公信度上升了大概百分之三十。这让企业高层意识到品牌战略规划的重要性，也是之后选择大规模赞助亚运会的主要动力。

“At the time of the Olympic marketing strategy not like now so complete and stereo，”ZhaoFeng said。Even so，Beijing Olympic Games after the end of the survey found，361 degree reputation and only rose about thirty percent。It makes enterprise high-level realized the importance of brand strategy planning，After the Asian games is also choose large-scale sponsorship of the main power。

　　这次的伦敦奥运会上，361度的营销显得志在必得。与央视体育频道在线栏目合作冠名、向主持人和嘉宾提供装备、插播品牌的广告片、赞助中国自行车队、曲棍球队、手球、垒球等队伍，为他们提供战袍、出场服和领奖服。

The London Olympic Games，361 degrees marketing appear in the bag。CCTV sports channel with online column cooperation named、To the host and guest to provide equipment、Opt out brand advertising film、Sponsored by China team、Hockey team、handball、Softball team, etc，To offer them shirt、Play suit and LingJiangFu。

　　经过北京奥运的一次洗礼，众多中国品牌越发明晰了自己的赞助方式。他们不再盲目、不计成本地投入，而是根据各自的发展战略选择更为合适的路径。对这些中国品牌来说，伦敦奥运是一次商机也是一次测验。 ★

After the Beijing Olympics a baptism，Many Chinese brand more clear their sponsorship way。They no longer blind、Regardless of the cost to input，But according to their respective development strategy choice more appropriate path。To the Chinese brand speaking，The London Olympic Games is a business opportunity is also a test。 painted