AOKANG Olympic Games

In March 2007, AOKANG officially became a supplier of leather products for Beijing 2008 Olympic Games.

Facing the fierce competition of many Olympic sponsorship brands, AOKANG combines the Olympic spirit of participating in the Olympic Games with the brand concept of "dream is coming out", realizes the Olympic dream of the masses with the Olympic dream of the round champion, and puts forward the public Olympic marketing route with the theme of "achieving the champion's public welfare dream" as the main theme.

Implementation strategy: Dream China trip.

With the combination of the dream plan and the regional landing, through the promotion of the 6 station, taking the dream event as the core, through the regional promotion of the national news and network online dissemination, the regional vibration will continue to radiate the dream of the whole country.

Promotion way: the three armed forces advance together, all for the sake of dreams.

Achievement of a dream, burning a party hope.

The event marketing approach is used to promote the dream action of each station.

Each dream action is divided into a network plus terminal initiative, and TV advertisements plus news reports to promote the onsite dream activities.

Expenses: in order to successfully promote the dream action, the average investment in each dream action is 300 thousand yuan, and the total investment in the first stage is 50 million.

　　第二阶段：圆梦公益中国行2008.5.1——奥运会结束

Implementation strategy: AOKANG chose Olympic champion Liu Xiang as the spokesperson of the "08 step", and planned to carry out the 3 months' "wearing AOKANG and winning the Olympic tickets". At the scene, Liu Xiang promoted the nationwide promotion of the theme of the Olympic season.

Promotion method: "2008 look at China's footsteps" early promotion, and create the image of Liu Xiang AOKANG brand ambassador.

In December 2007, Liu Xiang signed the spokesman for AOKANG brand image and Ambassador of dream action.

Cost allocation: AOKANG's more than 3000 stores nationwide are involved in the theme promotion. They use thematic posters and window displays, including 3000 outdoor advertisements. At the same time, AOKANG has invested about 10000000 yuan in online advertising resources. The total number of local TV programs has reached 5 million, amounting to about 20 million yuan.

　　第三阶段：圆梦公益世界行北京奥运会结束后

Promotion: continuation of the first phase of the promotion method, to achieve the champion's public welfare dream and regional promotion, the event radiated the whole country.

The dream action abroad mainly relies on international market goals and strengthens the news dissemination of dream events.

Plan input cost: AOKANG invested 500 thousand yuan in each dream action, and let the champion as a dream ambassador to realize the champion's dream of public welfare.