UPS hopes China ads deliver
UPS may spend as much as USD 60 million this time on Olympics-related activities from ads to hospitality, says Jim Andrews, Editorial Director of the IEG Sponsorship Report.
For UPS, making a good impression during the Games is crucial. The company believes China’s appetite for American products will grow exponentially in coming years, driving the market for deliveries across the Pacific and within Asia. In 2006, it conducted a survey of what it identified as 1,200 “middle-class consumers” in six Chinese cities. The findings suggested growing demand for U.S. products ranging from beauty products to DVDs.
In China, UPS is competing fiercely with FedEx Corp.UPS has had to play catch-up since 1995, when FedEx acquired what were the only existing rights to make all-cargo flights directly to China from the U.S. In 2005, FedEx also became the first express carrier with a direct flight from mainland China to Europe.
Before 2004, the Chinese government permitted 20 cargo-only flights a week by American companies between the U.S. and China. But that is scheduled to increase to 131 flights a week by 2010 as China eases its restrictions, according to Robert Dahl, Project Manager of Air Cargo Management Group, a Seattle-based aviation consulting firm.
FedEx and UPS, which each have about 6,000 workers in the country, are building new airport hubs in China that are set to open later this year — UPS’s in Shanghai and FedEx’s in Guangzhou. UPS is also competing against DHL and TNT.
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