Liu Xiang, the advertiser's nightmare?

Liu Xiang injury withdrawal shocked the nest, but also shocked all the spectators, of course, Yabao Liu Xiang, who shocked the sponsors. Liu Xiang in the 2007 statement of the 14 brands: An Liniu-Levin, VISA, Erie, Nike, Bank of Communications, Lenovo, China Post, the yuan too, O'Conner, Shanshan, double the money, or to, Pak Sha, China Mobile . 2008, an increase of Ping An Insurance, Cadillac and other heavyweight companies and brands. More conservative estimate that these activities speak the ads will be more than 500 million yuan. It is reported that Liu Xiang, speak a number of brands before making giant in a lot of advertising, plans from August 18 to participate in the first game when Liu Xiang start running, involving television, newspapers, outdoor, Internet and other media platforms. But in retreat after Liu Xiang, the sponsor's marketing plan will be affected. Industry estimates, this time retreat , Liu Xiang personal loss will be over 100 million, while corporate sponsors will be reduced more than 3 billion.

Coca-Cola: cooperation will not change

As the first and Liu Xiang, the Coca-Cola Company signed receipts Liu Xiang is the largest brand of a company. Yesterday afternoon, Coca-Cola Public Affairs and Communications Deputy Director ZHAO Yan-hong, told reporters: "We will not change with Liu Xiang of advertising, we know that he has make every effort to participate in the competition, we feel very sad, but also will continue to Support him. Furthermore, we signed a lot of Chinese Dream Team members, including Yao Ming, Guo Jingjing. "In this year's Olympics, Coca-Cola's two main trump card is Yao Ming and Liu Xiang, the Olympic marketing is its main focus on the development of these two individuals , Now retire Liu Xiang, Coca-Cola only one of the trump cards. At the same time, Cadillac spokesman Mr Geng said the Coca-Cola and a similar view: "sports competition is very cruel, athletes often have to face all kinds of physical ailments, so we Liu Xiang on the understanding that the withdrawal and In the days after Liu Xiang continued support. "

Nike: faced with tremendous challenges

The greatest impact of non-Olympic sponsor is Nike. Faced with Adidas as a sponsor of the Olympic home-court advantage, Nike sports stars to the urgent need to break Bureau. Yesterday afternoon, Nike released the official statement: "Liu Xiang, China has been the most outstanding athlete. Nike is working closely with Liu Xiang are proud of. At this point, we understand his feelings, and look forward to his, who Comeback. "However, although Nike said the marketing plan before any change in the idea, but Liu Xiang's retreat or Nike will leave a huge problem. According to the Interbrand "in 2007 the world's most valuable brand Bang," Nike's brand value is 12 billion U.S. dollars, while Adidas only 4.8 billion U.S. dollars, it is conceivable that because of the impact of Liu Xiang retreat , Nike and Adi Das gap between the value of the brand will be further reduced in 2008.

Lenovo: revocation of your notebook

The greatest impact Olympic sponsors are VISA and Erie. VISA ad is "refresh dream, 12 seconds 88", yesterday, the vocabulary is clearly outdated. Erie area said that advertising program will be adjusted It is not clear, "Liu Xiang, even if the withdrawal of our milk is also still selling." Lenovo's response indicated that the company is ready to make adjustments. Yesterday afternoon a group linked to the Ministry of the market, he told reporters, Liu Xiang retreat for Lenovo's advertising program has little effect, "in the print media and Internet media on the ads running plans will not be affected, only slightly TV ads Affected. "And said China Mobile, Liu Xiang, and their signing of the ads have expired, there is no advertising is Liu Xiang's. Reporter noted that yesterday evening, Liu Xiang, Lenovo and cooperation between the ads have been withdrawn a notebook.

Sponsor: loss of at least 3 billion

Although the sponsors have said that Liu Xiang will continue to support the current and certainly its commercial value, but these allegations are obviously only sponsor of wishful thinking. "Everyone will be sick, although the emotional people can understand, but because Liu Xiang retreat caused by personal reputation and influence of the damage from a commercial point of view, it will certainly have an impact on the brand speak." Guangdong Province Dingbang-ching, vice chairman of advertising company said.

Dingbang-forecast further, "Liu retreat -to-business revenue and the next step will surely affect business operations. Optional Liu Xiang speak for more than 10 million threshold should be, because Liu Xiang, the brand speak much, personally think that Liu Xiang personal Losses will be over 100 million, a reduction in business at least more than 30 million. I guess a lot of brands now dare not directly revoke Liu Xiang ad, but at a later time should be gradually reduced and weakened its brand awareness in the role of , Or he is no longer as the center, or simply find a new voice. "

Cattle party: This time a large deficit

No one noticed that the nest of cattle outside the hands of the party Thursday night in the 110-meter hurdles finals tickets are no longer up to the legends of the 5,000 U.S. dollars / Zhang. Although Luo Bosi, Mrs Qurei, and so are a lot of big, "the end is less Liu Xiang, now that the votes it will be difficult sell, at least a large deficit……" an anonymous vote to traffickers Xingxing Told reporters. Traffickers and other votes, it is not surprising, said a vote on the 21st traffickers in the final, while Liu Xiang retreat, but the existing flow of tickets are not many, so it is impossible fell thousand dollars. Piaofan otherwise mysterious that "as early as the industry know that he will not enter the final, so not too much pressure votes." It is worth mentioning that in yesterday 10:56, a reporter contacted Zenggen of cattle sent text messages to reporters: "Liu Xiang on the 21st of the final tickets, whether or not to» 8,000 yuan one, I have only one Zhang. "And this carries a price of tickets for 800 yuan. When Liu Xiang yesterday decision to retire after the reporter tried to contact with the cattle, but never received a reply to each other. To be sure, since the retreat Liu Xiang, 21 of the 110-meter hurdles final ticket prices have dropped dramatically, has Diehui relatively normal level.