(Yicai) June 17 -- While Chinese travel firms are seeing a big jump in bookings as the Paris Olympic Games approach, companies in other sectors are being more pragmatic in their marketing strategies for the Paris Olympic Games this year with an emphasis on increasing sales.

“The Olympic Games not only coincide with the peak summer travel season, but also come just after the European Football Championship in June,” Yang Ming, a veteran tour guide who travels all year between China and Europe, told Yicai. “The geographical proximity strings together several European countries, which is a good business opportunity.”

Group tours to France have more than tripled in July and August this year from the year before, according to online travel platform Tongcheng. Flight bookings to Paris in July from major Chinese cities jumped 70 percent in the first two weeks of June year on year and hotel bookings surged two-and-a-half fold, it said.

Trips to France account for a quarter of all trips to Europe, according to e-travel agent Tuniu.

Eager to jump on the bandwagon, consumer goods companies are also stepping up their sports marketing and promotions.

Panpan Foods is sponsoring a Chinese sports delegation to Paris, a company insider told Yicai. The food producer will provide snacks during tea breaks. Three of its sports representatives, including swimmer Zhang Yufei, will participate in the Paris Games.

Sports marketing helps to expand brand awareness and boost sales, said Zhu Danpeng, vice president of the Guangdong Food Safeguarding Association. But businesses need to invest more in their future marketing plans in order to see reel in more sales. The investment ratio should be 1:3 or even more.

Chinese dairy companies, which maintained a high profile during the Olympic Games in London, Rio and Japan, are lying low this year due to the sluggish dairy sector. Only industry giants Yili and Mengniu Dairy will make an appearance, but their marketing this year is mainly aimed at boosting sales, Yicai learned.

Mengniu is sponsoring the Chinese track and field team and has participated in several activities, including the Olympic Qualifying Tournament and the Olympic Torch Relay. While Yili has penned contracts with more than 20 athletes, including sprinter Su Bingtian and diver Quan Hongchan. The Hohhot-based firm is also the official dairy sponsor of the Chinese Olympic delegation.

Editor: Kim Taylor