This time, Xiaomi didn't choose a star in the entertainment circle, and Lei Jun didn't go out in person, nor was he a rumored rice noodle amateur, but Su, a track and field athlete who was very brilliant at the Tokyo Olympics.

Interestingly, there are three main points:

1. Su's characteristics are strong enough and outstanding, giving the brand image more distinct.

2. Compared with celebrity endorsement, athlete endorsement marketing is more popular.

According to the data, Su's emotional deviation is as high as 19, which is hardly seen in celebrity endorsements. When athletes compete abroad, netizens have begun to help athletes "accept endorsements and negotiate business" online. At this time, the operation of the brand coincides with the current endorsement trend, and indirectly adds a fire to the endorsement.

3. The negative risk of athletes' commercial endorsement is lower.

In addition to Xiaomi's official endorsement, in fact, since the Tokyo Olympic Games, many brands have been "rubbing" the popularity of the Olympic Games. According to the data of Time Fun Insight engine, we selected several key industries to see what the brand did during the Olympic Games:

1. During the Olympic Games, the industries of nutrition and health care, automobile, milk and dairy products, food, alcohol, mother and baby have a stronger sense of participation, and related Olympic marketing occupies a higher position in the campaign Top 10. There are fewer Olympic-related marketing activities in beauty cosmetics, personal care clean drinks and other industries, and more are star marketing and Qixi node marketing.

Top 5 of maternal and infant industry (2021July1February-August 10)

Top five in automobile industry (2021July1February-August 10)

Top 5 of Milk and Dairy Industry (2021July1February-August 10)

Top 5 in Food Industry (2021July1February-August 10)

Top 5 in Nutrition and Health Care Industry (2021July1February-August 10)

Top 5 in Liquor Industry (2021July1February-August 10)

For example, LU ZHOU LAO JIAO CO.,LTD Liquor Co., Ltd., as a special celebration wine cooperation of China national team, will further deepen its marketing cooperation in the Olympic Games, with the theme of # Toast to the glory of China # as the Top 1 of liquor activities.

Take the gourmet Wangzai as an example. Although there is no order of magnitude of Olympic marketing cooperation, Wangzi keeps up with hot topics and combines brands and products in time to bring welfare interaction to fans, and the effect is also good.

3. Compared with the related topics of brand manufacturing Olympic marketing, it is better to "rub" the hot topics.

It can be seen from the hot search during the Olympic Games that it is almost impossible for a brand to have new marketing activities if it wants to be "deus ex". For brands, the best way is to abandon all large-scale activities, follow up hot topics in time and do some hot marketing. Of course, during the Olympic Games, there were many topics about Olympic-related marketing activities, and some brands created their own topics. However, from the data point of view, instead of "rubbing" the heat, it is better to create topics by yourself, such as Weilong sending spicy strips.

Of course, the value of Olympic marketing is not limited to during the Olympic Games, and a large part of commercial value will be truly reflected after the Olympic Games, such as inviting sports stars and teams to speak for themselves. This year, many brands may "actively participate" in the post-match marketing competition.

It can be clearly seen that the popularity and popularity of this year's Olympic Games have been greatly improved, with a stronger sense of topic and more lasting popularity. On the one hand, the short video platform enhances the popularity of the Olympic Games, and the audience can watch it in more diverse and convenient ways. On the other hand, the form of short video content is more conducive to the dissemination of athletes' related content during and after the game, more conducive to the secondary dissemination of content and topic fermentation, and enhance the enthusiasm of athletes. For example, after Yang Qian, the first champion of the Winter Olympics this year, the popularity of Little Yellow Duck, Manicure, Bixin and Braised Prawns in Yang Qian spread on many platforms, and the popularity of Yang Qian continued from the competition to the post-competition.

Besides Xiaomi Su and Ping An Insurance, I believe many brands are already planning related sports marketing, especially the next three years will be the "golden age" of sports in China, the 2022 Beijing Winter Olympics, the 2022 Hangzhou Asian Games and the 2024 Paris Olympic Games. For brands that want to do sports marketing, Zhao Fangfang, vice president of Time Fun Media Center, shared the following views for brand reference:

1. The content has a stronger sense of manufacturing, and the brand is marketing opportunities.

This year, a number of famous athletes have appeared, such as,, Su,, Wang Shun, etc., which also provides many opportunities for brand marketing. The reason is that athletes' own "sense of content" is very strong and their personality is distinct, which is easy to cause netizens to sing bad. In marketing, the brand is more about entering some scenes and interacting with netizens.

For example, the labels on Yang Qian are "University, Summer Migrant Workers, Girls Who Love Beauty", "Spicy Stripes, Group Pets, Amusement Parks, Filial Understanding", and Wang Shun's face value. In the inherent cognition, athletes will have no enthusiasm after the event, but in fact, with the appearance of these labels, brands can also match brand tonality, product characteristics and athletes in subsequent marketing scenarios, similar to the operation of star marketing, and brand marketing will have room to play after having a sense of content.

2. Sports marketing is exclusive, please cooperate early.

For brands, most brands have little marketing experience in the field of sports marketing. If the brand wants to cooperate with athletes, Zhao Fangfang suggested that it can evaluate whether it can cooperate from five angles:

1. Do athletes have positive energy? 2. Whether the form of multidimensional cooperation is acceptable; 3. How high is the degree of cooperation outside the training time; 4. Whether face value and strength coexist; 5. Facing the camera and network, whether the expressive ability is excellent.

In addition to the above five points, the brand also needs to consider whether the tonality of athletes matches the brand itself and whether consumers can accept it. In addition, national teams and athletes will also screen brands, such as whether they can correctly understand the Olympic spirit and sportsmanship, and whether there are bilateral trade-related risks and political risks.

3. The negative risk is very low, but it should be assessed.

Compared with celebrity endorsements, the cost of athletes' commercial endorsements will be lower, and many brands think that athletes' negative risks are very low. Among them, most of the reasons are that athletes focus on closed training, and their daily heat exposure is not as frequent as that of stars. Even so, for the brand, there are some negative risks, such as low visibility, scandal, or illegal acts in competition, negative news related to family factors, etc. These factors require the brand to make a good risk assessment in advance. Judging from the rising trend of domestic brands and national brands in recent two years, good brands and products in the future will pay more attention to the color matching with spokespersons to create a more "heavy" brand sense, and athletes may be one of the more active "spokespersons" choices at present.

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