Chinese Olympic Committee Chairman Liu Peng said: "Changing the logo is an important milestone in the Chinese Olympic Committee's market development work. It is also the Chinese Olympic Committee's preparation for the 2008 Beijing Olympics and to continue to promote the development of the Olympic cause in China. "However, some experts believe that the Chinese Olympic Committee is launching a new logo now in the hope that major sponsors can continue their enthusiasm for the Olympics and complete the Chinese Olympic Committee's market development before the Olympic Games are over. Upgrade work.
Revealing the reasons for the label change
As early as 7 years ago, the Chinese Olympic Committee's "Great Wall and Five Rings" commercial logo had been launched, but at that time, Chinese companies had not yet established awareness of sports marketing. .
The previous commercial emblems of "the Great Wall, the Five Rings and the English words of the Chinese Olympic Committee" were all produced under very confusing circumstances. In the opinion of decision-making bodies, this kind of solution can better reflect the mainstream elements of Chinese culture.
Since my country's National Flag Law has strict regulations on the conditions for the use of the national flag, the combination of the five-star red flag and the five rings is difficult to use for commercial purposes. The use of the "Great Wall and the Five Rings" circumvents this question.
However, after Beijing successfully bid for the Olympics, the Chinese Olympic Committee's "Great Wall and Five Rings" commercial logo was overshadowed by the Beijing Olympic Organizing Committee's "China Seal and Five Rings" commercial logo.
According to the "Joint Market Development Agreement" signed between the Chinese Olympic Committee and the Beijing Olympic Organizing Committee in 2001, under normal circumstances, the Chinese Olympic Committee has the market development rights for the Chinese Olympic delegation. However, after Beijing's successful bid for the Olympics, the International Olympic Committee required the host city and the host country to sign a joint market development agreement.
In this way, the agreement combines all the market development rights and commercial rights of the Beijing Olympic Organizing Committee and the Chinese Olympic Committee into one, and stipulates: "From the date of signing of the agreement until December 31, 2008 "This means that the Chinese Olympic Committee will hand over the rights to market development of the Beijing Olympic Games to the Beijing Olympic Organizing Committee.
The "Joint Market Development Agreement" stipulates that in the promotion of commercial logos, the Beijing Olympic Organizing Committee should promote the two sets of logos "China Seal Five Rings" and "Great Wall Five Rings" together. However, this provision has been ignored by all parties involved.
In China, sponsors of the Beijing Olympics are almost completely insulated from the "Great Wall and Five Rings" logo. Several partners are not even aware to this day that they have the rights to use the mark.
Ma Jilong, director of the Market Development Committee of the Chinese Olympic Committee, said frankly that the commercial signs of the Great Wall are indeed difficult to use. Because many companies have reported to the Chinese Olympic Committee that the Great Wall symbol has too heavy a cultural significance. As a result, it is not particularly consistent with the Chinese Olympic Committee's own positioning and the connotation of its brand value.
Wang Jun, deputy director of the State Sports General Administration, said: "Chinese people are eager for logos with Chinese characteristics, so the China Seal is promoted more heavily."
"But for commercial logos As you said, according to the joint market development agreement, it should have been promoted at the same time, but it turned out to be less publicized." Wang Jun said.
Market development strategy upgrade
From this point of view, it is logical for the Chinese Olympic Committee to change its bid.
The new commercial emblem of the Chinese Olympic Committee consists of two parts: the five Olympic rings and the "core elements". The "core element" is based on two red half-rings written in Chinese calligraphy strokes that are linked together and integrated into one body, decorated with five stars that are active and high-spirited, and the main colors are Chinese red and Chinese yellow.
The sponsor representatives present all said that the new commercial signs changed the historical heaviness of the previous Great Wall signs, with brighter colors and more visual effects.
However, more importantly, the Chinese Olympic Committee hopes to take this opportunity to change the bid to promote a new
round of market development from 2009 to 2012 to various sponsors. plan.
In order to solve the problems of unclear sponsorship categories and unclear corporate sponsorship returns in the past, the Chinese Olympic Committee’s market development blueprint released by Ma Jilong always focuses on a core principle, which is to emphasize corporate returns and achieve both parties* **Winning effect.
The sponsorship program*** is divided into three levels:
The highest level is called the Chinese Olympic Committee and the Chinese Olympic Committee delegation partner. The scope of cooperation includes financial, material, service support and promotion of the Chinese Olympic Movement and the Chinese Sports Delegation. Sponsors enjoy all sponsorship rights and interests in the Chinese Olympic Committee sponsorship plan.
The second level is the Chinese delegation sponsor. Mainly responsible for the financial, physical, service support and promotion of the delegation, and enjoys all sponsorship rights of the Chinese delegation in all sponsorship plans.
The third level is the Chinese delegation supplier. Mainly cooperates with the Chinese Olympic Committee in the fields of financial, physical and service support for delegations.
According to Ma Jilong, the Chinese Olympic Committee plans to recruit 6-8, 10-12, and 15-20 sponsors at the three sponsorship levels respectively. "Currently, many companies have come to consult and negotiate with the Chinese Olympic Committee." At the same time, Ma Jilong also explained in detail the timetable for sponsor solicitation activities.
Evaluation and negotiation of partners and sponsors will be carried out in June and November 2008 respectively. Supplier evaluation, negotiation and franchising plans will be launched at the end of April and June 2009 respectively.
The selection of sponsoring companies further demonstrates the major changes in the Chinese Olympic Committee's new round of market development thinking.
The Chinese Olympic Committee not only requires companies to have good financial strength and development prospects, as well as long-term cooperation potential, but also requires companies to have a high degree of social image, corporate reputation, and a high degree of compatibility with the Olympic movement. The highest requirement is that the company has the ability to understand and promote the Olympic concept. This is a far cry from past judging criteria. “In the past, only companies with large scale and strong financial resources were shortlisted,” Ma Jilong said.
According to Wang Jun, deputy director of the State Sports General Administration, in the new cycle from 2009 to 2012, the Chinese delegation will participate in 11 world-wide events including the London Olympics, Vancouver Winter Olympics, and Asian Games. major sporting events.
Powerful event resources will provide sponsors with endless exposure platforms.
After more than ten years of brand exploration, Ma Jilong firmly believes that the effect of the new round of market development will be verified under the promotion of the Olympic Games.