Beijing 2008 – Riding the Dragon

The Beijing Olympics 2008 is coming and it presents a lot of marketing opportunities for the Chinese entrepreneurs. Kenneth Wong, our resident contributor in Shanghai, shares on the general traits of the marketing strategies for Chinese companies on this upcoming event. He will relate how Singaporeans should attempt to create business opportunities such as the coming of the Integrated Resorts in Singapore.

For foreign enterprises, the opportunities presented by the Beijing Olympics are huge. Small businesses should implement a market-driven strategy to leverage on the glory of the games.

According to Tom Doctoroff’s book “Billions”, the Chinese will actively embrace businesses that boast integrated, insightful, China-centric sponsorship strategies. The following are 3 strategies to connect:

1. Do keep in mind that the 2008 Olympics boasts two massive audiences:
   Chinese (Mainland, Hong Kong, Taiwan and overseas Chinese) and global spectators. A global Olympic advertising strategy will require special tailoring to achieve the optimal “China effect”. Local tobacco manufacturer “The Shanghai Tobacco Company” packages the award of hosting rights to the Olympics in its advertisements as “The glory of the Chinese, Double Happiness abounds”.
2. The Chinese revere winners:
   Link your product to the conquering spirit of the victors.
   Liu Xiang, the first Chinese Olympic Champion who currently holds the world record for the 110-Metre Hurdles sprint is currently the spokesman for over ten products in China, ranging from Nike Shoes to Coca-Cola. Smaller businesses may take a leaf from the “Shanghai Oriental Pearl Mobile Television”. It did not spend a cent on using Liu Xiang directly to endorse its products. Instead, it used a tall guy wearing a green t-shirt printed with the numbers “12.88”, as a veiled reference to Liu Xiang’s character and world record to emphasize on the speed and supremeness of its products.
3. Help increase the chances of success for Beijing 2008:
   The Games represent an affirmation of everything China represents and will become. Beijing 2008 offers regular updates on the ongoing activities going on in the run-up to the games. A business can enhance relevance by highlighting how their goods and services can help in making Beijing 2008 a success. The Beijing 2008 Olympic Marketing Plan will give insights on how a small business owner can work in tandem with China towards achieving common goals: success for the games and profits for the small business who realizes the potential of the games.

As 2008 nears, small businesses should signal respect for the bold aspirations of the nation and its people, riding the games as an express train to the heart of desire.

Perhaps as Singaporeans we can take pride in the many events of which we have organized or about to organize. One good example is the recent IMF/ World bank meetings in Singapore. What new products could or have been developed to facilitate and ensure a smooth running of the event? The many incumbent event companies aside, how could we have added value to the event?

The upcoming Integrated Resorts in Singapore will also make for good food for thought. What new services/products can be developed to complement the resorts? Classes to teach people how to win at Poker? IR novelties such as a “Sands Umbrella” and assorted IR Memorabilla? The possibilities are all up to the entrepreneur’s imagination.

About the author: Kenneth is currently the President of SHEN, the Kenneth@shentrepreneur.com or Kenneth.wong@willsonn.com or via Shanghai Mobile 86-21-13402065607.