2016-07-22 15:15
Wide angle: direct selling companies love sports news show?
[straight newspaper Beijing July 22 news (reporter Qin Chenyu) Europe bowl has falls next heavy curtain, ultimately by the c Luo headlining the Portuguese team advances triumphantly all the way in the final defeat to hosts France successfully clinch the trophy became the focus. "Straight thing" (micro channel ID:cndsn-zxbdw) found, in recent years direct selling enterprises also have essential gold sports, such as three in the perfect company sponsored World Championships in Malaysia, followed by lung nilfisk announced its sponsorship of the Chinese men's basketball team in the tournament...
Direct selling enterprises like sports shows?
Sports boost health concept
Sports direct enterprises brand building for marriage into the tonic
Enterprise business development is becoming increasingly ripe when often caught in a bottleneck, this time the enterprise how to seek for mutations in, strive for greater development and sponsorship of sports activities seems to be an important way. On the surface, sports activities because it is universal, from on people of different nationalities in different countries of the world meet competition, enterprises through sponsorship will push yourself to attend, in order to promote the enterprise's own brand influence, and it can be regarded as a panacea. Amway can be a model in this regard. "Straight thing" (micro channel ID:cndsn-zxbdw) were found to, in the past 15 years Amway Nutrilite has become "sports marketing" synonymous with leading global healthcare industry, 15 years of Olympic marketing experience Ainley Neue Trey Eli has selected Fu Mingxia, Tian Liang, Yi Jianlian, Liu Xiang, the Chinese gymnastics team number of Olympic champion spokesmen for the brand. Market research firm AC Nelson in 2009 in China, some of the city's sampling survey shows that Amway China's popularity has risen from 34% in 2002 to 100%. Through sports marketing, Amway has successfully promoted its own brand. So it can be a shortcut for enterprises to move towards the international through the sports platform.
"Straight thing" (micro channel ID:cndsn-zxbdw) think, direct selling enterprises is the main force of the health industry development, determined to create a national health as a concept, and sports for physical fitness happens to coincide. In this regard, some direct selling companies such as Amway, Herbalife launched a series of sports nutrition and health care products, and sports star signed cooperation, to the enterprise brand publicity is a shot in the arm. Herbalife signing Ronaldo, according to Herbalife said, "Ronaldo is the best football player in the world, also his body also reflects the Herbalife concept: the core of a positive and healthy way of life is good nutrition, also in professional sports competition to gain an advantage in the key." So it seems that direct selling companies the concept and sports superstar combination on the surface look really perfect cooperation, is also due to such major international healthcare companies are keen and sports hanging on, through the platform of the sports shaping and promote their own. In fact, this is a kind of sports marketing way.
A double edged sword
The inverse effect of volatile gold sports direct enterprises brand marketing
In the 2010 World Cup in South Africa, a Chinese company called Yingli overnight became popular, with the aura of the world cup in China the first sponsor, the company succeeded in attracting the eyes of countless people, in the Internet "Yingli" become the biggest hot word search.
But, "straight thing" (micro channel ID:cndsn-zxbdw) noticed, although Yingli successfully win the eye, however, seem with World Cup enterprise benefit is not high, although the company claimed that the world cup after the company orders overwhelmed, but according to the information disclosure. After the world cup in South Africa over the past three years Yingli encounter to the loss of market distress reached 80 billion. But in such difficult circumstances, Yingli still stubbornly choose to sponsor the world cup in Brazil. It is understood, enterprises to sponsor the world cup starting price is not less than $68 million (4.2 billion yuan), two sessions of count down a conservative estimate Yingli or invested nearly 10 billion yuan. Such a high threshold on the overdraft of the future profits of the enterprise, has not been able to achieve good results.
As another top sports activities, the Olympics is also in favor of the project sponsor. "Straight thing" (micro channel ID:cndsn-zxbdw) found, in the London 2012 Olympic Games, London top sponsor of the threshold is $80 million, a domestic sponsor fee also reached 4000 million, such a high threshold, only like Amway strength in order to does not wrinkle brow as the Chinese Olympic delegation sponsors, and do not even 15 years. But even as a sponsor, the Olympic marketing will have a positive impact on direct selling it? According to the data provided by the London Olympic Organizing Committee, the London Olympic Games 80% of the sponsors did not achieve the results as scheduled, and some even have no effect.
A priceless reputation
Return to the essence of the product is a strong guarantee for the brand of direct enterprises
"Straight thing" (micro channel ID:cndsn-zxbdw) noticed, in 2013 the Herbalife company signing Ronaldo, according to a close to Herbalife direct veteran understanding, Herbalife and Cristiano Ronaldo's contract value of at least $500 million dollars, it may be said is spending billions of dollars. Herbalife betting c Luo impact on the market appears to be little, but in recent years, Herbalife in Sino US deeply involved biography "the storm. This fans surprised said:" Ronaldo endorsement of the company turned out to be direct sales companies ". And recently it was rumored that Herbalife to avoid the Federal Trade Commission qualitative for pyramid marketing (MLM), pay a fine of $2 million and agreed to recombinant Herbalife business in the United States. Obviously, with the super star Herbalife sports betting heavily will undoubtedly become a "gamble".
Coincidentally, the right to health also determined to enter the high-profile football, but the "thing" (micro channel ID:cndsn-zxbdw) noted, in recent years the right to health direct do have fast, but corresponding with its direct sales model but full industry questioned, related to the right to health involved in transmission of news from time to time be exposed. The right to health is trapped in MLM confusion, perhaps into football in order to reverse the bad image, re shaping a positive image of the right to health. After the formation of the right football, chairman Shu Yuhui repeatedly said in public, as Tianjin's entrepreneurs is the time to contribute to Tianjin's football career ability. The right to health team construction process is very fast in big time, several players called super on the history of the most heroic action. Now appears, although in master franchise's impressive, but all this did not make right to health in OTC reputation can be improved. Related data show that the right to health in a short period of two years to get up to 23 billion of the results, in 2015, direct sales enterprise performance ranking fourth. For a licensed but three years of business, the results of the storm surge in the back of the real life. 3
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Editor: Xiao Shen
Interpretation of the news hot spots, showing sensitive events, more exclusive analysis, in the "things" WeChat, scan two-dimensional code free reading.
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