The PC industry cannot bear the weight of Olympic marketing

Not long ago, Acer Wang celebrated the Chinese Swim Team's Sun Yang, Ye Shiwen and Jiao Liuyang in Huangshan. Three Olympic champions will each receive Acer's flagship new hummingbird S7 Ultrabook.

Some people may wonder how Acer will celebrate the swim team championship. In fact, it is not surprising, because Acer is the TOP sponsor of the London Olympic Games, and is also a signing sponsor of the Chinese swimming team. However, as Acer did not advertise with great fanfare during the London Olympics, many people did not know the identities of their Olympic TOP sponsors and national swimming team sponsors.

To become an Olympic TOP sponsor, the “entrance ticket” requires at least 70,000 to 80 million US dollars. In addition, sponsors generally arrange 3 to 5 times of funds for promotion, which is why sponsors often pay for advertising during the Olympic Games. Where However, during the Olympic Games, Acer did not launch overwhelming advertisements and did not do any large-scale promotional activities. It was questioned that Acer's Olympic marketing was "an ankle-hoop" and a huge amount of money was lost.

The reason why Acer is low-key to deal with Olympic marketing is also a last resort. Acer won the Olympic TOP sponsor status in 2007. At that time, the PC market was booming. Acer’s global market share was also growing rapidly. Acer hopes to use the Olympic Games marketing to a higher level. At the time, this strategy was not wrong. However, the so-called this moment, the moment, the financial tsunami in 2008, coupled with the subsequent debt crisis in Europe, dragged the global economy into the marshes, the PC market has also been a major impact, Acer PC business also continued to shrink, large profits Minus, and there was a substantial loss in 2011. In the face of market reality, Acer has adopted a pragmatic marketing strategy to reduce the Olympic marketing costs. However, Acer does not think that its own Olympic marketing is a failure case. Zhang Yonghong, executive vice president of Acer China, said that Acer reached the goal of branding by sponsoring the London Olympic Games. “This is not a failed marketing.”

However, Lenovo and Acer have become the TOP sponsors of the 2008 Beijing Olympic Games and the 2012 London Olympic Games. Both of them have been hit by the bad market environment, and huge investments have become short-term burdens. This is also an indisputable fact. In fact, to calm down and analyze, low-profit industries such as PC, to participate in the marketing of the Olympic Games such a money-burning activity, it is indeed somewhat difficult. Nike, adidas, such as sports giants sponsored the Olympic Games, is caused by the characteristics of its industry; Samsung has a huge product line, sponsorship of the Olympic Games can also get long-term spillover benefits. However, companies such as Lenovo and Acer are relatively single, and their profits are meager, and companies that are not too closely related to sports are indeed not suitable for large-scale Olympic marketing.