The Olympics are coming!

At 8 o'clock in the evening on August 8, the Olympic Games officially opened.

The Chinese people, who had been looking forward to the Olympic dream for a hundred years, were finally realized, and the people of the whole country were overjoyed and overjoyed, and many people from all over the country waited in front of the television to witness this exciting moment: the magnificent opening ceremony led the people of the world to appreciate the profound cultural connotation of China.

The magnificence of the opening ceremony is enough to make people fall for it, but the wonderful and fierce competition scenes of the athletes on the field are even more worthy of the expectations of hundreds of millions of spectators. Inside and outside the arena in full swing, all kinds of fierce and hard-fought sports competitions attract the attention of billions of people around the world and hit the hearts of billions of people.

Yanjing in August is full of joy, showing the festive atmosphere everywhere. The athletes of the national team rose to the challenge in their homeland and won honors in the fierce competition, while the Chinese people cheered and encouraged the Chinese Olympic athletes. Outside the venue, fierce Olympic marketing competitions were also launched between Olympic partners and various enterprises, hoping to promote the corporate image by serving the Olympic Games.

Jiagu enterprises are not far behind, and the most dazzling of them is undoubtedly Qingyuan Beer.

Everyone knows what the words "Olympics", "carnival" and "beer" mean together: the Olympic Games is a festival of national carnival, "singing and drinking during the day", and beer is the best carrier to release the carnival mood.

There seems to be a natural connection between beer and sporting events. For all nationally known beer brands, sports marketing is one of their most important strategies in marketing.

Both Yan Beer and Tsing Beer have become domestic beer sponsors for the Olympic Games, and with Budweiser, which has signed a contract with the International Olympic Committee, there are now three beer sponsors for this Olympic Games.

On the contrary, Snow Beer, which has won the first place in production and sales in the country, and Qingyuan Beer, which has won the first single product sales and second market share in the country, have actively chosen not to compete for the qualification of Olympic sponsors.

Qi Zheng is not clear about Snow Beer's idea, but Qingyuan Beer's choice not to sponsor the Olympics is based on a survey: in the past, two-thirds of the companies that purchased Olympic resources did not achieve the desired results, while those cases of non-Olympic sponsors successfully breaking through during the Olympics abounded.

For example, Tsing Beer and Yan Beer have hyped up the grand theme of "moving the world and surpassing dreams" because they occupy the main venue of the Olympic Games, hoping to achieve a world famous brand by sponsoring Olympic activities; Tsing Beer closely follows the brand positioning of "passion makes dreams come true"; and has formulated a complete set of detailed Olympic marketing plans for several years, and constantly appears in various advertisements such as "Tsing Beer, I am the champion" and other Olympic marketing "terms".

But what about the results......

Yan Beer is almost forgotten because of the inactive activities in the later stage, except for the image of Fuwa that can be seen on the promotional poster; the publicity effect of Tsing Beer is there, but whether it is the "Alluring the Country and the City" in cooperation with CCTV, and the "Tsing Beer I am the Champion" and other activities in cooperation with Shonan Satellite TV, although the cost has not been disclosed, it is definitely not a small amount.

On the other hand, the latest data released by market research institutions shows that in the absence of prompts, non-Olympic sponsor Qingyuan Beer surpassed many Olympic beer sponsors with a 5% mention rate, ranking first in the industry.

If we say that the enterprises marketing for the Olympics are farmers who harvest wheat, the enterprises that are not marketing for the Olympics are the wheat customers who come from other places to harvest wheat.

Qingyuan Beer is a "Maike" who has found a different way, and Snow Beer is the worst, which is a "Maike" who has "no way out".

The excitement of the Olympic Games not only comes from the stars, gold medals, or the sports themselves, but also from the presence and participation of spectators, which is also the fundamental reason for businesses to participate in the Olympics.

At Qi Zheng's suggestion, Qingyuan Beer spent the sponsorship money on consumers, chose to be consumer-centric, participated in the Olympics with consumers, and shared the happiness brought by the Olympics In fact, compared to consumers, he didn't care who the sponsor was, they cared more about what benefits they could bring him.

Following the "Grabbing" of Snow Beer's "Brave to the World" series of promotional activities, Qingyuan Beer has "grabbed" the unconventional Olympic marketing strategy of Snow Beer, and embodied the spirit of "focusing on participation" of the Olympic Games through the way of "beer lover partners", which is clearly different from the marketing methods of competing brands directly sponsoring the Olympic Games.

It is rumored that after Qingyuan Beer took the lead in launching the concept of "beer lover partner", the marketing director of Snow Beer, who found that his ideas had crashed, scolded his mother directly......

Qingyuan Beer was unmoved, and acted frequently.

On the eve of the Olympic Games, seizing the opportunity of the unprecedented pride of the Chinese people, the large-scale event of "Brave the World" launched the theme of "Expedition to the National Border", recruiting consumers from all over the country to participate in the exploration of the motherland's border, reflecting Qingyuan Beer's strong support for sports and challenges.

At the same time, Qingyuan Beer's non-Olympic marketing advertising film "Beer Lovers" was broadcast on CCTV primetime. The advertisement completely adopts the civilian route, and the scene of the fans cheering is vividly combined with the plain advertising slogan: "No one sponsors my sneakers, I can't run fast, I can't jump high, but we are not simple, this game is only possible with us......"

Through the concept of "beer lovers' partners", beer lovers realize that "we can only do this competition", and once again detonate new market hotspots!

In the midst of all kinds of reports and advertisements about the Olympic Games, the title of "Official Partner of the Olympic Games" carries the sacred aura of the Olympic Games, which is desirable for the body and mind, but it is somewhat unattainable.

Qingyuan Beer jumped out at this time and called itself an "official partner of beer lovers", which not only made people smile and was impressed, but also more affinity and closer to consumers. After all, this "official partner" is not so far away, it is the partner of consumers and beer lovers themselves.

Moreover, after the opening of the Olympic Games, Qingyuan Beer announced that in order to promote the spirit of "higher, faster and stronger" of the Olympic Games, Qingyuan Beer will donate 1 million to build sports fields, football fields and other sports facilities for primary and secondary schools in remote and remote areas every time the athletes of the national team win a gold medal.

50 million means at least 50 gold medals. You must know that in the last Olympic Games, our country was 32 Jinqingyuan Beer, and the expectations of the athletes can be seen.

Qingyuan Beer supports the audience, the wider Olympic crowd, and the sports, and beer lovers are naturally not far behind.

"One cup to the athletes, one cup to the audience!"

"Drink Qingyuan beer, watch the Olympic games, and cheer for the athletes!"

“......”

In the North China market centered on Yanjing, there are many giants, and the presence of Qingyuan Beer is not high. But through this beautiful marketing campaign, the emotional communication and resonance between the brand and consumers have been successfully strengthened. Especially because of the outstanding refreshing taste, the consumers who have tasted it have a profound impact, and it also has a considerable number of loyal customers in Yanjing.

In the country, Qingyuan Beer is also expected to surpass Snow Beer.

The worst thing is that there is no snow beer that has not performed much in the Olympics, and the typical "others have taken their own way, and they have no way out"......