Olympic Marketing: Clothing Brand Should Strengthen Core Concept

At 8 p.m. on August 8, 2008, the world's attention and expectations of the Beijing Olympic Games will be opened. The Chinese people will join the people of the world and begin to enjoy a passionate and moving sports feast.

At the same time, an Olympic marketing competition full of unlimited business opportunities will also be officially launched.

Whether it has become a brand sponsor or supplier of Beijing Olympic Games, or because of various reasons, it has failed to get on the Olympic official platform, and hopes to get a share from the huge market brought by the Olympic Games and even the Olympic Games.

For Chinese clothing enterprises, the Beijing Olympic Games, which is held at their own doorway, is undoubtedly a golden opportunity. As a host, Chinese enterprises may wish to show their localization strength to the international friends while taking the opportunity to step into the international market and open up a new land, so that enterprises can stride forward in the direction of internationalization and occupy a place for Chinese clothing in the international market.

Chinese garment enterprises want to enter the international market and remain invincible. Besides reasonable and effective market operation, the improvement of product quality and the progress of design concept are particularly important.

Fortunately, in July 13th, 7 years ago, Beijing won the worldwide recognition and support from the three major innovative ideas of "Green Olympics, technology Olympics and people's Olympics". At the same time, it also gave its own answer to the core concept of international competition in the future: green, technology and humanities.

The success of the Beijing Olympic Games has made the concept of "green, technology and humanity" spread rapidly in the clothing industry.

An Olympic competition between Chinese garment enterprises has quietly started.

　　理念之綠色

Green means environmental protection and health. For people's essential clothing products in daily life, only by reaching the standards of environmental protection and health can they be accepted by more people and thus have a broader market.

Among many domestic garment enterprises, Heng Yuan Xiang, a sponsor of the Beijing Olympic Games, is obviously unique in the product's green environment, so that it can become the only garment enterprise qualified to sponsor Olympic Games in China.

In December 22, 2005, Heng Yuan Xiang, after sponsoring the sponsorship of the Beijing 2008 Olympic Games and signing the agreement with the Beijing Olympic Organizing Committee, joined the second camp of the sponsorship programme. It also had the responsibility to support the 2008 Olympic Games and Paralympic Games, the Beijing Olympic Organizing Committee, the Chinese Olympic Committee and the Chinese Olympic delegation.

In order to better fulfill the responsibilities of sponsors and reflect the three concepts of Beijing Olympic Games through its own actions, Heng Yuan Xiang first launched the Olympic quality management system in the domestic textile and garment industry in September 1, 2007.

Fully integrate the concept of green environmental protection into product R & D and production.

AOKANG group, one of the suppliers of the Beijing Olympic Games, is also quite concerned about the Beijing Olympic Games.

AOKANG officially registered in August 8, 1988 was originally named "Olin", but because it is similar to "Olympic", it was finally named AOKANG.

Today, the 20 birthday of the enterprise can be celebrated with the Centennial Olympic Games of China. Wang Zhentao, chairman of the board of directors of AOKANG, had never thought of that.

With regard to the promotion of green ideas, AOKANG has made great efforts. From the production process, it has introduced environmentally friendly and healthy production techniques. Among them, the most important thing is to choose leather materials that will not produce harmful substances in the selection of leather materials, and use non-toxic glue throughout the process of leather shoes processing and production.

In this way, when people wear their leather shoes, they can not worry that they will be exposed to substances that have adverse effects on the body during the wearing process.

In addition to focusing on environmental protection in the production process, AOKANG has also launched a series of "Olympic Games" plans, including "dream activities" and "grace plan".

What is worth mentioning is the "demeanor plan". Its starting point is to publish information to the whole world in accordance with the requirements of "Green Olympics" and invite tender for green business shoes.

It can be said that the "elegant demeanor plan" has publicized the concept of "green environmental protection" of AOKANG products all over the world.

The "green color cotton series products" developed by Beijing Tian Cai textile and Garment Co., Ltd., because its concept of "natural, healthy and environmental protection" coincides well with the green concept of Beijing Olympic Games, so the "green series" is also listed as an Olympic licensed product.

According to the relevant personages of Beijing Tian Cai textile and Garment Co., Ltd., the processing of "green series" colored cotton textiles needs no dyeing, which effectively reduces the pollution of water resources, and reduces the discharge and treatment pressure of sewage. It effectively avoids the harmful ingredients in chemical dyes from being discharged into the environment closely related to human body, and prevents its harm to the human body and environmental damage.

The latest research results show that the colored cotton fibers are weakly acidic, which is consistent with the weak acidity of human skin, so when people are dressed, they can play the role of health care and skin care.

Often wear colored cotton clothing, can play the role of comfort, itching, affinity skin.

Another research result shows that color cotton has the function of shielding ultraviolet radiation, and the ultraviolet pmission rate of colored cotton fabric is significantly lower than that of white cotton. Wearing such clothing can play a very good protective role in the strong sunlight environment.

It can be seen that when the concept of green environmental protection is gradually gaining popularity, people begin to think more about their environmental protection when choosing clothes.

Therefore, as a domestic garment enterprise full of anticipation and yearning for the international market, strengthening the green environmental protection elements in its product design will be the key to win the competition in the "clothing Olympics" competition. The enterprises and their products that successfully landed on the official platform of the Olympic Games have set an example for the latecomers: green is the future.

　　理念之科技

If the idea of green protection is the final result pursued by enterprises in product production, scientific and technological strength is an important prerequisite for achieving this result.

The promotion of scientific and technological strength is closely related to saving costs, improving efficiency and increasing efficiency.

In the increasingly integrated global economy, efficiency is an important part of competition among enterprises.

For Chinese garment enterprises that want to take a firm foothold in international competition, the strength of science and technology must catch up with their competitors.

Take Heng Yuan Xiang as an example. With the introduction of the Olympic quality management concept, Heng Yuan Xiang has adopted the latest technology in the design and development of products, such as nano antibacterial, natural dyes and so on.

In July 2nd this year, the white paper on Chinese men's body data published by Heng Yuan Xiang Group is a perfect embodiment of its technological innovation.

The new measurement divides the whole country into three regions and surveys and studies the body shape of men according to their age and height.

Among them, the measuring instrument uses TC2, a leading international technology, a contactless three-dimensional anthropometric apparatus.

The introduction of this new measurement standard and the success of this project have greatly increased the risk of enterprises in international competition. For manufacturers, with the data as reference, clothing will be more scientific and reasonable in the design process.

AOKANG firmly applies the new technology to meet the challenge, and clearly puts forward the slogan "making breakthroughs from China to China".

Wang Zhentao, chairman of AOKANG group, said when talking about AOKANG's brand positioning and planning, "technology will be our main demand in the future."

Now, AOKANG's propaganda words are "AOKANG of science and technology, charming Olympics".

AOKANG has set up a specialized R & D institution to develop products based on the most advanced technology and resources in the world.

In the year 2007 alone, AOKANG group has declared 50 patents, including inventions, utility models and designs, which have been used in AOKANG's 2008 Olympic etiquette shoes, GPRS positioning shoes, breathing shoes, shock absorbing shoes, and telescopic high heels.

It is worth mentioning that, as a supplier of leather products for Beijing 2008 Olympic Games, AOKANG group's Olympic ceremonial footwear produced by the AOKANG group has been formally handed over to the Olympic Organizing Committee in July 1st.

The ceremonial functional footwear is hand-made, integrated into the latest development of nanotechnology, which balances the pH of human feet, inhibits bacterial breeding, and meets the special needs of high intensity, high density and long time in Olympic Games.

And Beijing Tian Cai textile and Clothing Co., Ltd., like the Beijing bronze cow knitted Refco Group Ltd of Beijing Olympic Games franchise, as the brand of the old name of Beijing, after unremitting efforts, independent innovation, through the gradual promotion and use of information technology in the enterprise production process, the enterprise management level, production process have completed the leapfrog development.

The underwear products made by modern technology are of excellent quality, so they can get the favor of the Olympic Committee and stand out from the rest.

As a matter of fact, few Chinese garment enterprises can have enough technological strength to step into the international platform.

To really participate in international competition, there is still much to be done.

　　理念之人文

The concept of "Humanistic Olympics" can be said to be a great contribution to the whole world by the Beijing Olympic Games. This idea has attracted worldwide attention and appreciation since it was put forward.

"Humanities" can be said to be the core of these three concepts, and also a prerequisite for the realization of the concept of "green" and "science and technology".

The concept of "humanism" embodies the core principle of "people-oriented". In the clothing industry, the concept of "humanity" is more embodied in the design and marketing of clothing.

Domestic garment enterprises have done a lot in the concept of "humanities", which is mainly reflected in clothing design and store design.

Liu Ruiqi, chairman of Heng Yuan Xiang group, pointed out that the quality of products in narrow sense can no longer meet the increasing demands of consumers, and more consumers need better quality services.

Heng Yuan Xiang fully realized consumers' needs in three levels: material, emotional and spiritual.

Therefore, Heng Yuan Xiang not only provides new technology, high performance product quality (nano antibacterial, human body data, plant dyes, etc.) to meet consumer's material needs, but also provides consumers with elegant shopping environment, comfortable and caring service and dissemination of corporate culture and other humanist services.

Heng Yuan Xiang's Olympic embroidery activities also show the humanistic concept.

The works of the embroidery show are the 8 portrait of Demetrius Vikeras, the first chairman of the International Olympic Committee, to the present chairman Jacques Rogge.

It is a unique tribute to Heng Yuan Xiang for the 2008 Beijing Olympic Games to make the embroidered portrait of the president of the International Olympic Committee.

Among the sponsors of the Beijing Olympic Games, Heng Yuan Xiang is also the only Chinese time-honored brand.

In order to carry forward the Olympic spirit and inherit Chinese culture, Heng Yuan Xiang produced this series of embroidery embroidery to express his support for the International Olympic movement and his admiration for the Olympic leaders.

At the same time, through the embroidery, we can show the profound cultural connotation of Chinese time-honored brand to the world.

Unlike the classical beauty of Heng Yuan Xiang, AOKANG has made the Beijing Olympic culture article on the opening ceremony of Olympic ceremonial equipment. In its ceremonial equipment provided for the Olympic Games, the design inspiration mainly comes from the Olympic stadium's main building "bird's nest" and "Water Cube".

On the product, we try to show the tranquility and harmony of the "Water Cube" and the excitement and sense of strength of the "bird's nest". It gives people a sense of heaven and earth, water and fire, radiating and introverting, shaking and poetic interlacing.

AOKANG also launched a new shoe store with no shoes store in Hangzhou, which will be customized to customize its own personalized shoes according to the first generation of low-cost foot gauge.

For a large number of Chinese garment enterprises, it is very few to be able to enter the Olympic market. However, for enterprises with long-term development plans and goals, they can not join the Beijing Olympic Games market, but unfortunately there are tremendous potential opportunities.

The convening of the Beijing Olympic Games is sure to bring many foreigners into China. The design of the Chinese elements and the setting up of the shops with humanistic concern will be the key to success or failure.

"White"