The Olympic Games Triggered A Fashion War Without Gunpowder.

Whether you are willing to watch the live broadcast of the Olympic Games at home, or go all the way to the stadium to cheer the Olympic athletes, the Olympic watching war has become the highlight of this month.

Whether it's the excitement of a game, the courage of sport or the coolness of a sports star, you can't forget a fashionable heart that you always wake up.

Taking the sport as the twisting rope and the feelings of China, while pursuing the sports festival, we are witnessing a fashionable meal at the same time. In the preceding month, the Olympic costume of the auspicious clouds rising, the Olympic ceremonial lady's cheongsam, the Olympic and ceremonial dress with red and yellow matches, the Chinese elements that we are familiar with and easy to forget are once again warmed up, so that we can see the contemporary possibility of Chinese elements.

Unlike the display on the T stage, the Olympic stadium is a deep civil war.

Therefore, apart from the traditional sports brand, more and more fashion brands have been added to the sponsorship of Olympic dress. Our theme last week emphasized the inspiration of the Olympic Games for fashion, and this is a real fashion business war.

Behind the magnificent costumes, an invisible brand competition is on the way.

Fashion wars without gunpowder

The 1936 Olympic Games in Berlin, which is almost an Olympic sport, is almost always a disgraceful competition. But what we remember today is those German athletes dressed in fashionable sportswear. This is probably the first time that design and quality have been put on the Olympic stage.

In the 1964 Tokyo Olympic Games, sportswear entered the daily life of people in a fashionable fashion.

At that time, the whole world was on the eve of the economic recovery, and the rich visual sense began to blend into the costumes. Various new materials suitable for making sportswear also emerged one after another.

At the same time, sportswear is becoming more and more fashionable. People of all ages begin to like to wear sportswear in the streets of the world, and the relationship between Olympic Games and fashion is becoming more and more intimate.

Today, 2008 will usher in the 112nd year of the Olympic Games. The 112 years witnessed the vicissitudes of the times and witnessed the vicissitudes of people's lives.

From the beginning of the same stereotyped to today's personality fashion, everything has changed dramatically.

Since Ueberroth, a business wizards, has creatively combined Olympics and business together and made the 1984 Losangeles Olympic Games "the first money - making Olympics", it is well known that the commercial potential of the Olympic Games should not be underestimated.

Sports events have broad and far-reaching influence because of their strong participation in life and civilians, and the Olympic Games are obviously the brightest stars in the middle.

After more than 100 years, with the popularity of the Olympic Games, more and more brands have been achieved by the Olympic Games.

At present, all the 08 Olympic sponsorship enterprises such as LOGO, Adidas, Heng Yuan Xiang and so on are the first to win the sponsorship of all kinds of Olympic Games.

Prior to this, there was an early contention between Adidas and Lining. Nike announced its sponsorship of some sports teams' costumes, including wrestling, hockey, fencing, track and field and other projects, while the local brand Li Ning Co also created 4 new Olympic Games "dream teams".

Overseas, the major brands are also actively sponsoring their Olympic costumes. The US delegation originally selected Roots, a Canadian clothing company, as a clothing sponsor. But in January this year, the design submitted by Roots to the US Olympic Committee was considered too casual. So it was replaced by Polo, and the V collar tennis shirt and tie displayed by Polo were embroidered with Beijing's Chinese characters on the shirt.

At the same time, some sports brands sneaked into the Olympic battleground in the way of sponsoring star athletes. The endorsement of Nike's Liu Xiang is a good example. As early as last November, Nike's limited edition of the 2008 Beijing Olympic Games limited edition was issued.

At the same time, in addition to sports costumes, the major players have joined the Chinese elements, and are keen to launch various Olympic commemorative edition costumes.

Whether business is greater than fashion, for those who have been brainwashed and paralyzed by material society, we can calm down this fashion war without smoke, and watch the Olympic business conference.

We know that the connotation of competition is far from the superficial hand to hand, and the rules of commercial infiltration create a fashionable folk prescription.

Heng Yuan Xiang (Heng Yuan Xiang blog, Heng Yuan Xiang news, Heng Yuan Xiang)

This is the eighty-first year of Heng Yuan Xiang (Heng Yuan Xiang blog, Heng Yuan Xiang, Heng Yuan Xiang).

The three words of Heng Yuan Xiang are taken from the couplets of Heng Luo department store.

In 1927, Heng Yuan Xiang's brand came out in Nanjing Road, Shanghai. Later, like other old brands, Heng Yuan Xiang was on the rise and fall in the days of war and turmoil.

The complete set of Olympic etiquette equipment designed by Heng Yuan Xiang includes: the upper garment, the trousers (skirt), the shirt, the etiquette cap, the tie (silk scarf), the belt and the etiquette shoes.

Among them, the etiquette and equipment of the technical officials are mainly blue and white, with white shirts, and the etiquette and equipment of Chinese athletes adopt the traditional "red and yellow match". Men's clothing is fitted with yellow shirts on the red, the Olympic rings, and the women's clothing is equipped with red hanging belts and auspicious cloud scarves on the yellow.

The lower garment, hat, waist belt and etiquette shoes are all white.

In 2008, Heng Yuan Xiang, the sole sponsor of the Beijing Olympic Games in the Chinese textile industry, will design and manufacture more than 10000 suits for the Beijing Olympic Organizing Committee officials, Olympic technical officials and Chinese sports delegation, while providing 25000 sets of home textile products for athletes village and media village.

The arrival of the Olympic Games has made the old brand Heng Yuan Xiang again connected with the fashion of new China, which represents another business opportunity. As Mr. Liu Ruiqi, chairman and President of Heng Yuan Xiang group, said, "we want to learn the pattern of making money in the Olympic Games."

For Heng Yuan Xiang, the Beijing Olympic Games is over.

Nandu weekly: Heng Yuan Xiang has long been concerned about sports events, about you and Olympic Games.