Chinese Lining Brand was Constantly Delivered to the Audience

Although Lining was defeated by Adidas in the top-level sponsoring contention of the Olympic Games, Lining Company sprung up in Olympic marketing and won a bigger success. A report of "cyber citizens' hot point during the Olympic Games" showed that Lining proved to be the most watched brand in this term.Lining Company represented the Olympic non-sponsors. As long as opportunely using thoughts, non-sponsors could also grab a slice in the Olympic Games. After Lining, who is the originator of Lining Company lit the torch, shares of Lining Company surged greatly against the market in the first trading day. Supposing that this point is difficult to be copied by other non-sponsors, Lining Company's other behaviors were pretty symbolic.Lining sponsored four national dream teams, including diving, table tennis, gymnastics and shooting, and these four teams gained 25 gold medals, accounting for nearly half of the total number of China's gold medals. Moreover sponsored by Lining, Argentina and Spanish basketball teams also got excellent performances, particularly Spanish and American basketball teams' final game. Spanish team not only gave exquisite skills to the world, but also brought Lining's logo in front of worldwide consumers' eyes.Lining Company and CCTV Olympic channel came to an agreement, which was to offer Lining clothing, shoes and fittings to hosts and journalists of CCTV Olympic channel's all columns and events from January 1, 2007 to December 31, 2008. Although according to the latest regulations of OCOG, there were some limitations between Lining Company and the Olympic channel's cooperation, during the game, we could also see Lining brand was continuously transferred to the audience through reporters and hosts.After the Olympic Games, Lining Company's chief operating officer said that our global recognition was greatly raised, and Lining Company would realize the second leap from this Olympic opportunity.There are always accidents in the Olympic fields. Liu Xiang was injured and quitted the race, which startled the global audience, and what's more, over ten brands that in his endorsements were very upset. It has been calculated that the quitting of Liu Xiang lets the sponsors lose more than 3 billion RMB.Some brands formulated two sets of programs, whether Liu Xiang would win or lose, there would be a relevant marketing program, but what they hadn't expected was Liu Xiang was out of the race.However some brands solved this accident actively. On August 18, Liu Xiang went off at noon, and in the afternoon, Nike published an official statement: "Liu Xiang is the most outstanding track and field athlete in China, and he has been and will continue to bring passion to supporters all over the world since 2004 Athens Olympic Games. Nike felt very proud to cooperate closely with Liu Xiang". This kind of fast response gained the consumers' favorable impression to the brand.After the summer of 2008, these successful experiences are especially precious. Normal 0 7.8 Å 0 2 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:nh<; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} This article is written by Paul behalf of Nike Free Run 2, which provides, Nike Free 3.0. Nike Free 2012, Nike Free Run, and more other types shoes.