Apparel industry seizes Olympic business opportunities
“2019 Olympic Games, are you ready?”
This became one of the hot topics in 2007 among entrepreneurs, media and enterprises.
To be precise, there are three companies in the Chinese apparel industry that are officially associated with the Olympic Games: Hengyuanxiang as a sponsor of the 2019 Beijing Olympic Games, Aokang as a supplier of leather products for the Beijing Olympic Games, and Mengna as the exclusive supplier of hosiery products for the Beijing Olympic Games.
It can be seen from the exposure in major media and search engine query results that Hengyuanxiang and Aokang have been relatively successful in their media offensive. Although Adidas will provide sportswear for the Beijing Olympics and Paralympics as well as the Chinese Olympic delegation, the scope of sponsorship received by Hengyuanxiang is mainly formal wear for Olympic staff and technical officials and bedding for Olympic Village dormitories, etc., making Hengyuanxiang’s products avoid The head-on conflict with other brands further reflects the strength of the company’s products. In addition, after the launch of the Hengyuanxiang “Olympic Etiquette Equipment” design competition, which carries the “national uniform” complex of the descendants of the Yan and Huang Dynasties, there has been an ongoing debate about what kind of “Olympic dress” Chinese athletes should wear. Behind the controversy, what is more, the enthusiasm of some private students to participate in “Olympic clothing design” has also made more people remember Hengyuanxiang as a national brand. In terms of Olympic marketing, Aokang focuses on the “Aokang Olympic Dream Realization Fund” specially established to help Olympic champions realize their charity dreams, and carries out charity activities in cities across the country. Wherever the event went, it attracted the attention of many media, and Aokang’s Olympic marketing strategy with charity marketing as a breakthrough point was also promoted accordingly. Many former Olympic champions, including Wang Junxia, Tian Liang, Yang Ling, Ma Yanhong, etc., responded positively. The cluster effect formed by a group of Olympic champions fully reflects the media marketing level of a private enterprise.
As the exclusive supplier of Olympic socks, Zong Guyin, the boss of Mengna, once said at a staff meeting of the company: “Now the money has been spent. If we can’t get it back, then we all have to jump into the river together!” “As soon as this sentence came out, it became an important sentence in many media reports, and many experts defined Mona’s association with the Olympics as a big gamble. After all, the sponsorship fee of US$5 million plus the marketing budget for the Olympic Games this year and next, a total expenditure of about 100 million yuan, is also a huge test for Chinese companies. For Chinese private enterprises that have never participated in the Olympic Games, this is a big test for the company’s marketing capabilities.
In 2007, although Li Ning fought until the last moment, it still had to accept a bitter defeat. It was defeated by the well-funded Adidas, which became the seventh partner selected by the Beijing Olympic Organizing Committee.
In the days when the Beijing Olympics is approaching day by day, when we see our competitors carrying out Olympic marketing with great arrogance under the halo of Olympic sponsors, those companies that are ambitious but not Olympic sponsors, in addition to finding new ways in marketing, There is no choice.
Just a few days after losing the bid for Olympic clothing sponsorship, Li Ning, who had already made second-hand preparations, began to make several heavy blows: signing an agreement with CCTV Sports Channel to broadcast columns and programs from 2007 to 2019 Hosts and reporters of event programs must wear Li-Ning brand clothing when appearing on camera. In addition, members of the Chinese shooting team, diving team, table tennis team, and gymnastics team participating in the Olympics will all wear Li Ning clothing. In addition, Li Ning will also provide clothing for the Swedish Olympic delegation, the Argentine basketball team, the Spanish basketball team, and the Sudanese track and field team.
Li Ning CEO Zhang Zhiyong once said a classic saying that can be used to summarize Li Ning’s non-Olympic marketing: “Comparing spending with Adidas and Nike? That is impossible. But it doesn’t matter, we have many ideas – and guarantee They are all good ideas… Li Ning Company has long started to think of ways to promote the brand in an unprecedented way: within limited funds, spend a small amount of money to do big things.”
In the 2007 non-Olympic marketing army, Li Ning Just a good kid with outstanding grades. Among this large number of companies, many companies are learning to use creativity to escape the barriers of Olympic intellectual property rights and embrace the 2019 Beijing Olympics in a wise way. AAFGNHIYIYO
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