subject: Chen Shaopeng sign Ronaldinho more successful sports marketing was still a novice - sports and leisure industry [print this page] Chen Shaopeng said that Lenovo is currently the domestic market mainly to increase brand reputation (Zhuyuan Bin Lin) 2006 World Cup, Brazil and Ronaldinho (that is, Ronaldinho) missed the semi-finals and finals, which made huge sums of money spent to advertise the association with Ronaldinho extensive discussion by the industry. What "Ronaldinho's gone, Lenovo anxious", "Lenovo huge promotional fees failed to be implemented", "Lenovo signing Ronaldinho is a failure", to be heard one after another. May be touched a lot of criticism Lenovo senior, recently, Lenovo senior vice president, Greater China President Chen Shaopeng suddenly appeared in Guangzhou, and high-profile claims, "Lenovo signing Ronaldinho was successful, but in sports marketing association or a novice, is still relatively immature. " Recently, the Times reporter on the association of international, personal issues such as Chen Shaopeng had an interview, he said, "In the course of internationalization, Lenovo has just the road." Sports marketing, "Lenovo also belongs to novice" Information Times: This year's "Brazil favorites to win Zhibubaqiang, Ronaldinho popping performance," the ending, so we all feel that the World Cup marketing association of this effect be greatly reduced, and some even think that the huge cost of signing Ronaldinho hit the water this drift. How do you evaluate Ronaldinho's performance in this World Cup? As China's president, do you think Lenovo's current World Cup marketing count success? Chen Shaopeng: Overall, our sports marketing from the Olympics start, and we are novice after all, are constantly learning and growing process. For this World Cup, more specific to the performance of Ronaldinho, I think that the field of sports marketing, athlete as an individual, has its own performance curve, not all the time at the peak, there is always a good state of and when poor performance. Take Ronaldinho for instance, in the league, Champions League when the performance is very good, as this World Cup, the results did not achieve the intended purpose, not make everyone's expectations fulfilled or that there are some random things which the law inside. Although we may now Brazil, and Ronaldinho is not so satisfied, but I believe after this time, we go after this review process, will still admit Ronaldinho in today's football is a fascinating world-class star, this appeal will not be because of his performance at the World Cup did not meet their expectations disappeared. Meanwhile, Ronaldinho was born in Brazil, playing in Spain, was beloved fans around the world, his international image of this charm and a perfect fit with the association. Therefore, the signing Ronaldinho this in itself I think is more successful, but because of our sports marketing has only just begun, there are some areas where we do less than satisfactory, there is still much room for improvement. If we go to market, IT industry, the brand which integrates better with the World Cup, Lenovo will still come out on top. Information Times: The World Cup marketing, Lenovo signed a star Ronaldinho. In everyone's consciousness felt the demands of players and the Lenovo brand is no fundamental point of contact between the, how you look at this problem? Since the signing of Ronaldinho endorsement, you think that Lenovo has been substantial areas in which improvement? Input-output ratio of the whole affair is how? Chen Shaopeng: In fact, the sign image of the spokesperson is not a single action, but rather a set of integrated marketing "combination punches." However, in any market movement will have an underlying subtext for signing Ronaldinho this issue, we first need to pass the subtext is, "we have the strength to do all these things", it can also be said to be "the witness of strength" This subtext is very important. For the fans, or some groups of people with specific emotional terms, like he may very fully the emotional connection, but for most people, the more they are passed to the "This enterprise is a powerful, powerful , the international business, "such visual information. In addition, signing Ronaldinho, we present a series of strong marketing has been very significant results. Light in Lenovo on-line, interactive column enrollment had more than 100 million; in the international market, European market, better use of Ronaldinho's image, and in some emerging markets such as India, Ronaldinho on the endorsement of LENOVO3000 notebook ratio sales growth of almost all 100%. From these data, Ronaldinho the endorsement of the Lenovo brand influence and marketing have brought a substantial breakthrough. As regards the specific inputs and outputs, we have an effective operating system, now we only have a number of process indicators, process indicators can be seen from the brand associated with our degree, our pull marketing of our performance motivate, and now the target seems still very good. Information Times: During the World Cup, Lenovo has taken the measures, and use this link to Ronaldinho and soccer closer relationship between the relevant interest groups? Chen Shaopeng: In the meantime, we will pay close attention to the attitude of business partners, whether you like Ronaldinho, Brazil and so on are like. Ronaldinho is also because of the relationship between the association spokesperson, we have the added weight and close contact customers, if customers like Ronaldinho relatively cool photos, or his autograph, then we will use them. In addition, from the internal management perspective, employees generally more exciting, especially in Europe, especially good effect, a star also enhance group cohesion. On the fans, football, regardless of national boundaries, I would like to think of employees as a combat team, a strong collaboration in the international market exploiting the boundary, there are excellent technical and beautiful score. Market competition, "We are opposed to the price war" Information Times: Summer, for each of the major enterprises are in a rare season, everyone attaches particular importance, good or bad because of the summer sales will directly affect the performance of the year. However, the past during the major companies in the Shucu strategy, can be said that in addition to lower prices or lower prices, nothing new, so that the whole industry is stuck in a "price war" of the cycle. I ask, Lenovo will be in this year's Shucu What highlights? Chen Shaopeng: Lenovo this year's "Shucu" and other brands will be significantly different, in general, to have the following three characteristics. First, we have a strong and complete product line. The whole "Shucu" product line is very neat, not a single brand in the product line
Chen Shaopeng sign Ronaldinho more successful sports marketing was still a novice - sports and leisure industry
