Materialistic (sales) and docking of the missing

For the Olympic Games if we can develop a good product, but if there is no channel for the breadth and depth of support, can not carry out a wide range of sales, from the same materialistic no more. For example, Heng Yuan Xiang became the sponsor of the Beijing Olympic Games. Olympic history has never textile and garment enterprises to become sponsors, Heng Yuan Xiang is the first. Beijing Summer Olympic Games is the Olympic Games, while the vast majority of products are Hengyuanxiang autumn and winter supplies. Hengyuanxiang design of the "national service", sponsored by bedding, the Organization of millions of families with a wool knit Chinese knot, for successive Olympic Committee President Rongxiu like to do marketing activities, and so on, do Fengshengshuiqi.

It seems that in the Hengyuanxiang, very satisfied with the upgrading of intangible assets and visibility. It is said that the Hengyuanxiang the brand value from last year (06) of 2.123 billion yuan jumped to 9.458 billion yuan, ranking leap from 273 to 64.

Hengyuanxiang authorities that "the failure of enterprises" in the Olympic Games in too much emphasis on marketing, product marketing, to the neglect of the brand value. Hengyuanxiang the Olympics by, "Tapestry" to the country, the international docking of the "silent marketing," or they think the Olympics is to achieve lasting benefits.

I can not agree. See Coca-Cola, not only emphasize its brand marketing, and pay more attention to the success of product marketing effectiveness, the First, Second, the Hengyuanxiang the Olympic marketing, still do not see a unified Olympic theme. Third, the market does not seem to see the actual sales support. Olympic marketing, must be pragmatic retreat and integration, unless otherwise his plans. Second thought, Hengyuanxiang non-sponsored enterprises, the Olympic Games, after all, classic. But for huge amounts of money to spend Hengyuanxiang. Is that only name, no advantage.