There is a well-known saying in the investment community - "Don't put eggs in a basket." It is said that the investment needs to break down the risk, so as to avoid huge losses after the failure of desperation. In fact, if the investment is understood in a broad sense, all cooperation or transactions can be regarded as investment, and this classic quote is also applicable.
The majority of shoe enterprises introduce image spokespersons, put on TV commercials, and build terminal channels... Each initiative can be regarded as an investment. Since it is an investment, it is appropriate to "do not put eggs in a basket". Otherwise, although it has the opportunity to enjoy the value-added benefits of concentrated investment, it is more likely to bear the huge risks brought by the failure of concentrated investment.
At the end of the 29th Olympic Games, the Chinese sports delegation won unprecedented success, and the 51 awards and 100 medals were amazing. As the saying goes, "The world is not as good as ninety-nine", the sudden retreat of Liu Xiang, a Chinese athlete in the track and field 110 meters hurdles, brought a little regret to the Chinese people. If the Chinese people are only regrettable, for the nearly 20 international and domestic first-line brands that invest in Liu Xiang, in addition to the unprecedented shock, it is accompanied by huge economic losses! Most of these 20 brands prepared for the success of Liu Xiangwei or temporarily unfavored two sets of publicity plans before the game, only to wait for the results to be promoted. As everyone knows, Liu Xiang gave the third result - retiring, so that almost all companies and brands were caught off guard. After the shock, in addition to the rapid success of very few companies to reduce losses, most brands still suffer today, and no scientific solutions have been found. After Liu Xiang retired for 12 hours, Nike’s “Love Sports, Even if It Injured Your Heart†theme was published in Lightning. After 20 hours, Yili’s “There is a dream, there is the next flight†theme advertisement also entered the public. Vision. Nike and Ely have become the two brands that have significantly reduced the impact and loss of Liu Xiang's retirement to nearly two brands. There are deep-seated factors here. On the one hand, Nike did not put Bao on Liu Xiang alone, in addition to Liu Xiang and Meng Ba and a series of grassroots movements; Yili also has Guo Jingjing, National Table Tennis Team, National Diving Team, Yi Jianlian and other star lineups, Liu Xiang After the retiring, there were other equally dazzling sports stars. On the other hand, Nike and Yili had a slight editing of the original advertising content in just one day, and deleted the image of Liu Xiang. Special public relations advertisements that have aroused public resonance have played down the risks and public pressure brought about by Liu Xiang’s retirement.
Nike and Yili can barely be said to be fortunate in the unfortunate, but other brands that put all the treasures on Liu Xiang are not so lucky. Liu Xiang’s resignation without any warning has greatly affected the business activities of the company. The established or half-linked activities must be suspended. The new advertisements will not be available for a while, and the later marketing strategies and development directions will be required. Make large-scale adjustments. We can even say that the potential economic losses caused by Liu Xiang's retirement to the endorsement brand are no less than billions, and the impact is even more than a few hundred million.
It is unacceptable to invest thousands of billions of dollars in Liu Xiang in exchange for a larger number of losses. If this is a lesson, then this lesson is too costly. But this is the case, no one can change. In addition to bringing us shock and loss, Liu Xiang’s retirement must also bring us valuable experience. The fundamental reason why Nike and other international brands can reduce their impact and losses is that they have rich experience in sports resource investment, and they have meticulously implemented the investment principle of “Don't put eggs in one basketâ€. Effectively dispersing, while enjoying the benefits, it also takes into account the risk avoidance.
Of course, most Chinese companies can't do this for the time being for two reasons. First, due to economic constraints, the total investment is small, and the concentration is too late, let alone diversified investment. Second, it is limited by experience, lack of judgment on risk and effective evasion mechanism.
If we stand in the historical perspective of the next five or ten years, the impact and loss of Liu Xiang’s retirement to sponsoring companies is only a small problem. The lack of scientific investment awareness and risk aversion mechanism in Chinese business circles is A huge problem. As everyone knows, China is about to become a country with more world-class enterprises in the next 50 years. China's Vanke is already the world's largest real estate developer. PetroChina is also one of the world's largest companies with a large market capitalization. China will have a large number of more advantageous enterprises, which will lead this in terms of comprehensive strength and market size. world. At that time, our company did not lack funds and only lacked experience. If at that time it is still impossible to scientifically apply the concept of diversified investment and establish an effective risk aversion mechanism, the impact and loss caused by it will be immeasurable!
Therefore, for the majority of enterprises, the crisis of Liu Xiang’s retirement has extremely valuable historical significance, which will open up the investment risk awareness of the majority of enterprises and improve the investment philosophy of the enterprise. If you can do this, after three or five years, Liu Xiang’s retirement will no longer be a loss, but a huge fortune!
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