Home >

Silent Marketing Of Heng Yuan Xiang

2008/8/29 15:40:00 36

Olympic Marketing Silence Heng Yuan Xiang

From high key to silence, what happened to Heng Yuan Xiang?

In the history of Olympic Games, no textile and garment enterprises have become a precedent for sponsors.

The 2008 Beijing Olympic Games are summer sports events, but most of the products of Heng Yuan Xiang are autumn and winter supplies.

Since then, Heng Yuan Xiang has become one of the most controversial sponsors.

However, after receiving the sponsor's name, Heng Yuan Xiang still showed confidence.

The twelve zodiac advertisement, which was launched at the beginning of the year, was really controversial.

Since then, the company has been silent.

Before the competition, Heng Yuan Xiang presented the world's Olympic Museum with the embroidered portrait of Roger, chairman of International Olympic Committee, who was made by the master of embroidery. So people could not help guessing whether Heng Yuan Xiang wanted to exert himself.

The result was silence.

Is the Chinese time-honored brand the only one in the market competition who believes in silence and gold?

It was not until the Chinese team entered the show that they came to "twos and threes" netizens "human flesh search". Its sponsor was Heng Yuan Xiang.

Internet commentary has been mixed. Even netizens call it "tomato scrambled egg" according to the color of clothing.

The controversy may bring about the best marketing opportunity.

It is regrettable that Heng Yuan Xiang is still silent.

With the appearance of the Chinese team, many enthusiastic netizens reviewed the design of Heng Yuan Xiang, and began to turn to praise with an excellent word.

But Heng Yuan Xiang did not make any noise.

This reminds me of Chen Zhongwei, general manager of the Olympic Project Department of Heng Yuan Xiang Group: "we are very clear that sponsoring the Olympic Games is not the gambling behavior of Heng Yuan Xiang, and the cooperation with the Olympic Games will ultimately be promoted in the intangible value rather than the changes in the sales performance at the moment."

However, after Olympic curtain call, what is the relationship between Heng Yuan Xiang and the Olympic Games?

Has Heng Yuan Xiang, who has lost much money, has made clear to the public?