In August 2008, Beijing will host the 29th Olympic Games. An Olympic year is also a “high year” of sports marketing for major enterprises. In this Olympic year, while becoming the lead sponsor of the Chinese diving and swimming teams, Midea Group continues to pursue the Midea “Masters Series”. In face of the opening match in 2008, Dong Xiaohua, Supervisor, Brand and Market Management Division, Midea Group, thought well of the prospect of the Women’s Masters.
As a well-known home appliance brand owner of China, Midea Group attaches great importance to sports marketing. The sports they choose to sponsor must drive the brand and be connected with the core values and structure of the brand.
“Diving creates an association with Midea. The Chinese diving team is the world’s ‘Team of Dream’, and Midea will also become the ‘Team of Dream’ in the home appliance industry. Though the Chinese swimming team is not as strong as the U.S. and Australian teams, the Chinese swimming team is strenuous and speedy and will work hard, which is also in line with Midea’s brand communication concept. In the long run, Midea will become a world-famous brand in the global white goods industry,” said Dong Xiaohua.
In this critical Olympic marketing year, Midea Group will not only become the lead sponsor of the Chinese diving and swimming teams, but also continue to pursue golf marketing. In Dong Xiaohua’s opinion, the golf sport is also good to brand communication.
“Supporting the golf sport will not only develop high-end customers but also promote our brand. People with a sense of brand are advanced talents mainly. 20% of the people accepting the brand can influence 80% of the people who makes a decision based on price. The decision and opinion of these advanced talents will influence others, because the brand always goes ahead of the product.”
From 2005, Midea stepped in the field of golf matches. In 2007, Midea Group founded the “Midea Masters Series”, which included the Asian Tour, Women’s Pro and Masters Amateur.