In 2000, for ordinary Chinese, the main concern was the Olympic Games in Sydney, Australia, in September. Pen "Fun" Pavilion www.biquge.info

Since the successful hosting of the 1990 Asian Games, bidding for the Olympics has always been the dream of the majority of Chinese. In 1993, the capital Tianjing lost to Sydney by two votes, losing the right to host the 2000 Olympic Games. This made Han Hao remember deeply, at that time, there were rumors on the live radio broadcast that China was about to win, but he didn't expect it to fall short in the end. For this reason, riots broke out in some parts of the country to protest against the unfair treatment of China by international politics.

For China, a nation that loves lottery, if it can hold the Olympic Games that attract global attention at the beginning of the new millennium in 2000 to show China's national strength, it will be a grand event of great pride and national self-confidence.

Unfortunately, this expectation was taken away by Sydney, Australia, which greatly damaged the morale of the Chinese people at that time.

China did not participate in the bid for the 2004 Olympic Games, because the number 4 is not very auspicious, and China just failed to bid for the Olympics and needed to slow down, and set its sights on 2008, which has a homophonic pronunciation.

The 2008 Olympics will be officially announced next year, in 2001, and the Chinese government has once again applied to the Olympic Committee, and Tianjing has a good chance of winning in terms of the strength of its competitors.

In this context, the sponsorship activities of the Chinese Olympic delegation began to enter the sprint stage, and the CCTV live broadcast channel also launched the title investment promotion activities.

In order to improve the brand image, it is very useful to sponsor this kind of Olympic event that the people of the whole country pay attention to, such as Jianlibao made a fortune from this, and sold ordinary functional sports drinks as "Oriental Divine Water". In China, where entertainment activities are relatively scarce, the nearly month-long Olympic Games are the focus of attention on the streets of the country.

Now Zhonghua Group has two major brands, "Zhonghua" and "Huaxia", especially Zhonghua "Qin", which is a new flagship product, and it is just taking this opportunity to promote and promote so that more consumers can know and love its own brand cars.

Who is the hottest private enterprise in China right now? I'm afraid the answer is similar in the minds of the respondents.

Zhang Yiyang did not let Sohu become the first Internet company in China to land on the NASDAQ, and this glory was taken away by the "Yanhuang Net".

Yanhuang.com originally wanted to change its name to "China.com", but they didn't expect the registered domain name to be preemptively registered by the Zhonghua Group, and they came to the door to ask Han Hao to sell the China.com domain name at a price of 10 million yuan, but he ruthlessly refused.

Han Hao lamented that the Internet company burned money so much, but he couldn't help but feel proud of his wit at that time, and spent money in advance to let the intermediary get a copy of all the various trademark domain names that can involve the two major brands of Zhonghua and Huaxia, and now it is worth so much money.

It's worth 10 million now, and this domain name won't be more expensive in the future, not to mention that Han Hao himself is not bad for money.

On the Internet, as soon as you open the China.com, it is where the official website of Zhonghua Group is located. Now it is advertising the various performance configurations of Zhonghua "Qin", as well as the introduction of all products produced by Zhonghua Group.

On the message board, there are many netizens from abroad who are interested in the mysterious oriental country, and they open this website for a while, and thus learn that there is such a car manufacturer in China.

"Don't build cars, let's engage in the Internet, the future is a network society!"

A netizen from the United States shouted on a message board.

Han Hao felt very curious about the Internet, but he couldn't understand where the other party's profit point was? Now all the Chinese Internet companies are losing money, but they are all going to the United States to go public one after another with a posture that they don't look bad for money.

It's better to touch less things that you can't understand, Han Hao still doesn't forget his original intention, and focuses on industry, especially the automotive field.

In addition to domestic Internet companies that burn a lot of money and are good at creating topics, it is Zhonghua Group that is the most eye-catching among private enterprises in terms of scale and topic.

Therefore, the investment promotion department of the Chinese Olympic delegation took the initiative to come to the door, and traditional cooperative enterprises such as Jianlibao reduced the amount of sponsorship due to internal business problems, so it is urgent to find new big-name sponsors.

In the last 1996 Atlanta Olympic Games, the Chinese delegation introduced the commercial sponsorship model for the first time, from the national delegation to the professional teams of various projects, and the eight immortals crossed the sea to show their magical powers, from 50,000 to 3 million, a total of more than 50 domestic and foreign cooperative enterprises were found, and the total amount of sponsorship was about 30 million.

This year's Olympic delegation, which is of national concern, of course, needs to find the sponsorship of large enterprises that have the ability and willingness. Although China belongs to the national system of training athletes, the landlords have no surplus food, and only provide the most basic supplies for the Olympic delegation. In addition, the General Administration of Sports needs to open its doors and find sponsors for the delegation to improve the conditions.

Sports sponsorship should follow the principle of 1 to 3 to get the best marketing effect, that is, if you spend 1 yuan on sponsorship costs, you need to spend at least 3 yuan to advertise for promotion.

Of course, this cooperation with the Chinese Olympic delegation was also reached under the guidance of Cheng Kai.

As a talented person in marketing and publicity, Cheng Kai has long paid attention to large-scale events such as the Olympic Games and the World Cup. If Zhonghua Group wants to continue to go up and start its brand to go abroad, sponsorship of such a large-scale project is an inevitable and excellent choice.

The 2002 World Cup was co-hosted by Japan and South Korea, and in order to obtain the right to sponsor the World Cup at its doorstep, South Korea's Hyundai-Kia Motors spent a lot of money to win the exclusive sponsorship qualification at a price more than double that of Japanese car brands.

Hyundai-Kia Motors is ready to take advantage of this once-in-a-lifetime opportunity to officially introduce the Korean car brand to the world. From 02 to 22, the huge sponsorship of 1.5 billion euros for the 6 World Cups has set a new record in the history of World Cup sponsorship, and it also shows the confidence of Koreans in their own strength.

In the unlikely event that Hyundai-Kia Motors does not do well, this huge sponsorship fee will become a heavy financial burden.

Of course, the Chunghwa Group cannot be compared with Hyundai Kia's global marketing, but it is also the right time to try one or two in domestic marketing.

It was agreed that the 2000 Sydney Olympic Games would provide 10 million yuan of sponsorship for the Chinese delegation, and that 6 million yuan would continue to be provided for the 2008 Olympic Games next year. This is the top sponsor of the Chinese Olympic Committee, and has the right to use the name at home and abroad, as well as carry out a series of marketing activities.

The Chinese "Qin" will become the only designated car for the Chinese Olympic delegation in this Olympic Games, and the Zhonghua Group will provide 300 cars for its free use.

In addition, the Olympic champion who won the gold medal for the country will directly receive a Zhonghua "Qin" car as a reward from the Zhonghua Group.

Naturally, the generous sponsorship was warmly welcomed by the General Administration of Sports, and if there were a few more enthusiastic enterprises like the Chung Hwa Group, they would not have to worry about financial problems. Sports should not only add points politically, but also make economic gains, and commercial reform and operation are the trend of sports development around the world.

When negotiating the sponsorship of the Olympic Games, the General Administration of Sports also announced that the China Group would become a strategic partner of the Chinese national football team in the 2001 World Cup Asian Top 10 finals.

The agency responsible for attracting investment in Chinese football finally found a big sponsor, and Zhonghua Group bid 20 million yuan to obtain the main naming rights. Next year, in all the events of the top 10 domestic competitions, the main sponsor of Zhonghua Group will appear.

On CCTV's live Olympic channel, China "Qin" directly sponsored the title, ranking first among all advertisers with 25 million advertisements. During the month-long live broadcast of the Olympic Games, CCTV will broadcast the promotional advertisements of various models of cars and motorcycles of the China Group on various channels.

Last year's overall group earnings were good, which gave the group plenty of ammunition to sponsor and promote the Olympic events this year, and the Chung Hwa Group will place advertisements on television, radio, newspapers, magazines, and even the fledgling web portal. As long as ordinary consumers open the media, they can see the event reports brought by Zhonghua Group's products.

All of this is to make Zhonghua and Huaxia's own brand cars go to thousands of households, and whether Zhonghua Group can develop by leaps and bounds depends on whether it can seize the opportunities of the times in the past two years to reach a higher level.