Our reporter learned that the province's industrial leader Zhonghua Group in the 2008 Olympic Games exclusive car sponsor competition, beating Germany's Volkswagen and South Korea's Hyundai Motor, became the only designated car sponsor.

This good news shows that after years of development, Zhonghua Group has a strong market competitiveness and has been affirmed by the country and the world.

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On the same day, the "Evening News" of Zhejiang Province immediately reported the news.

"Old man, look, our son has won glory for us again. ”

As soon as Han Hao's mother Wang Guifen saw the TV report, she hurriedly asked her husband Han Yongfu to watch it.

"Hey, I'll know in the afternoon. This is not only to win glory for us, but also to grow the face of our country. If we win this sponsorship qualification, it will be worth any amount of money, and we will not let foreigners look down on us. ”

Han Yongfu waved his hand proudly and said, he would not say that he had just bragged in front of everyone in the afternoon that he had twisted Han Hao's ears and asked him not to enter the house if he did not get the qualifications.

After learning that Zhonghua Group won, the entire Zhejiang Province was filled with a victorious atmosphere, and the representatives of the province's enterprises were brilliant, and everyone felt that their faces were bright.

"Mom, is Dad building cars for the Olympics? My classmates are envious of me for having such a great father. ”

A child who was in kindergarten rushed to his mother to ask when he got home.

The wave of discussion about the Chung Hwa Group has penetrated into all corners of society, even kindergarten children are not exempt from vulgarity.

"Yes, Dad went to the factory tonight to work overtime to produce more cars for my brothers and sisters who came to China to participate in the Olympics. ”

The child's mother patiently replied that as a family member of the Zhonghua Group, she has received many praises in recent days.

"Great beauty of China, prosperous China!"

After becoming the exclusive car sponsor of the 2008 Olympic Games, Chung Hwa Group immediately released a promotional slogan specially prepared for the Olympic Games.

It is in perfect line with the image of China's country, and it also shows the two independent automobile brands of Huaxia and Zhonghua under Zhonghua Group.

"This advertisement is well shot, there is a country before there is a home, and the country and the family are connected together, which is the way to the rejuvenation of the Chinese nation. ”

If it weren't for the car of the Chunghwa Group at the end, many people would have thought that this was a national image propaganda film. The TV commercials broadcast during the prime time of "News Network" have made the people of the whole country see the sincerity of the China Group.

Zhao Guoping, secretary of Zhehai Province, commented to the staff around him when he saw this advertisement for the first time.

The advertising that spent a lot of money to invite the top international advertising companies to create has really won a flood of praise.

Building a brand image is not an overnight effort, but requires long-term moisturizing and silent cultivation, and this publicity is one of the big steps.

With the help of the Olympic publicity opportunity, we should strive to get the models of Zhonghua Group to get rid of the low-end image, stand out from the crowd of domestic cars, and become an existence that can compete with joint venture brands.

In 2003, the sales volume of Zhonghua "Qin" exceeded 153,000, and once again ranked as the champion of domestic car sales. More than the second place Jetta sedan with 47,000 units, let everyone see the strong competitiveness of "Qin".

The upstart "Tang" is also invincible in the SUV field, and is not threatened by domestic low-end SUVs, with annual sales of 115,000 units. You must know that the Great Wall Saifu, which ranked second, only sold 29,000 units. A terrible fact is that the Chinese "Tang" alone can beat the sales of the last nine manufacturers together.

With the two models of "Qin" and "Tang", Zhonghua Automobile has achieved a profit of 3.2 billion. They compete with joint venture brands, do not fall behind at all, and show strong strength.

If the world's auto giants used to understand the Chinese auto market, most of them only knew about FAW, Dongfeng and other old state-owned enterprises, but with the determination of the qualification for the 08 Olympic Games, they recognized the Zhonghua Group that was born out of nowhere.

Being able to beat Volkswagen and Hyundai to become the exclusive car sponsor of the Olympics is enough for them to look at the Chinese company with a magnifying glass.

The Chinese market is important in the map of auto giants, but it is only part of a global strategy. They don't care about the threat from Chinese auto companies, because everyone knows that Chinese cars are now barely surviving on joint ventures. Compared with the world's top ten mainstream auto conglomerates, China's auto companies are as fragile as babies, and it is extremely difficult to even go abroad. Without the protection of the Chinese government, they would have perished in the face of competition.

Now, a Chinese auto company has come up with $100 million and claims to be preparing another $200 million in publicity money, giving it the opportunity to compete with international giants.

However, in the eyes of the auto giants, the Chung Hwa Group is not qualified to participate in everyone's game, which is like a child shouting for the adult world.

"Zhonghua Group, I haven't heard of it, have you seen cars with them appear in our country?"

An executive of an international automotive company, who did not want to be named, answered reporters' questions.

Eventually, the Chunghwa Group appeared in Western media reports, and their tone was more questioning and ridiculing.

"100 million US dollars is converted into RMB, which is 827 million yuan. According to Chunghwa Group's net profit per car, they would have to sell at least 200,000 cars to make that money. At $300 million, you have to sell 600,000 cars to earn that amount.

The money could not be used to pay salaries, repay loans, or be used to continue production, but was used directly for Olympic sponsorship.

Why other domestic auto companies in China did not participate in the Olympic qualification competition, FAW and SAIC, which are more profitable than Zhonghua Group, are not interested, because this behavior is actually greatly beyond their strength.

To quote a FAW executive: It is completely unnecessary to sponsor the Olympic Games, and whoever does it is a swollen face and a fat man who spends money to buy sin.

Therefore, many Chinese auto companies are not envious of the Zhonghua Group's qualification for the Olympics, but are worried that the Zhonghua Group will fall into operational difficulties. ”

A special correspondent from the British BBC published a report trying to analyze the gains and losses of sponsoring the Olympics from the perspective of the economic situation.

In response to Volkswagen's failure in competition, a German television station with great influence made the following report.

"It is clear that the will of the Chinese government is carried out throughout the bidding process. The fact that an obscure Chinese auto company has been granted exclusive sponsorship of the Olympics is nothing more than an adjunct to the rise of Chinese nationalism.

It is reported that the Chinese company was deeply involved in the car plagiarism scandal some time ago, and although the Chinese court ruled that it was not infringing, people in the international automotive community said that plagiarism did exist. They were shocked and puzzled that such a company with a bad stain had been qualified as a sponsor of the Olympic Games.

According to data analysis, the annual profit of this company, called Zhonghua Group, is less than a fraction of Volkswagen's, and if it wants to realize the amount of sponsorship, it must take out the profits for several consecutive years.

Volkswagen announced that it regretted the results, but at the same time said that if the Chunghwa Group cannot fulfill its sponsorship obligations on time in the event of an unexpected situation, then Volkswagen will be more than happy to take over the baton to participate in the sponsorship activities. ”

The German media, of course, leaned on the side of Volkswagen, who were puzzled by Volkswagen's loss.

Winning the sponsorship qualification for the '02 World Cup and the '04 Olympic Games in a row has made Koreans very proud of the Hyundai-Kia Group. But this time, the Hyundai-Kia Group failed to continue its glory and fell at the feet of Chinese auto companies, which made them very dissatisfied.

"An unknown Chinese automaker defeated Hyundai-Kia Group, and instead of winning the battle with integrity, they resorted to all kinds of conspiracy.

Judging from the data, Zhonghua Group, which was awarded the sponsor qualification, made its fortune by copying motorcycles and automobiles, and did not have a high market share in China's automobile market and performed poorly. But it's a big irony that such a company has been awarded sponsorship status.

It is believed that in the future, Hyundai-Kia Motors will prove its excellence in the Chinese market, and if possible, it will compete head-on with the Chunghwa Group and directly teach them the principles of life. ”

Han Hao did not expect that as soon as Zhonghua Group made its international debut, it encountered overwhelming doubts, and in the context of the Western media's right to speak, Zhonghua Group became a local Chinese automobile company that did not measure its own strength.

Even the International Olympic Committee (IOC) sent a phone call to ask whether the Chinese group met the sponsorship criteria and whether it had the ability to fulfill the contract.

"Please rest assured that we, the Chinese Olympic Committee, in line with the principle of seeking truth from facts, have already carried out meticulous and serious qualification certification for the Zhonghua Group, and they are fully capable of fulfilling the contract.

China's economic development is changing with each passing day, if you are not at ease, we can organize you to visit Zhonghua Group in person. ”

This is how the staff of the Capital Organising Committee of the Olympic Games replied when asked by the IOC.

In order to verify, the International Olympic Committee really sent an inspection team to Jiangzhou to inspect the production scale of Zhonghua Group on the spot.

As soon as they arrived in Jiangzhou, they found that they really underestimated the Chinese, and the scale of the assets of the China Group was far greater than they imagined.

"I really should let those guys who have never been to China and spend their days in the office thinking about rumors should come and see it. It is no less than any car factory, and the Chinese Group is fully capable of fulfilling its contract with the Organising Committee of the Olympic Games. ”

The Western media has been looking at China through tinted glasses, and in the midst of the incessant propaganda of China's collapse, the Chunghwa clique has become the latest victim.