Mainland Sports Product Business Curve "Squeezed Into The Olympic Games"

The sportswear manufacturers in the mainland are working with countries such as Iraq, North Korea and Sultan to try to get a share in the event of the 2008 Olympic Games.

Some small businesses that have no official cooperation with the Olympic Games believe that such a small contact will arouse more interest in the media and eventually connect them to the Olympic Games.

The giants such as Adidas and Nike have already occupied the central position in the promotion of their products with the help of the Olympic Games. Therefore, the competitive enterprises in the mainland can only compete for some marginal areas.

It is reported that Adidas spent $80 million to become a sponsor of the Beijing Olympic Games.

In addition, the company also spent 50 million US dollars to get the right to dress for all Chinese athletes attending the exciting occasions such as the awarding ceremony and opening and closing ceremonies.

The market share of Nike in mainland China is slightly larger than that of Adidas, but it has consolidated its position by spending huge sums on sponsoring star athletes such as Liu Xiang and Yi Jianlian.

Smaller local brands are trying to squeeze into this event, of which the "Lining" and "Anta" are the most striking. These two brands occupy 10.5% and 4% of the market share in the competitive sports shoes market.

In addition, PEAK sportswear has received sponsorship from the Iraqi Olympic delegation. The company hopes to attract some public attention by establishing links with the war ravaged country.

There is also a small sportswear manufacturer named Hongxing Erke, who is the only clothing sponsor of the DPRK delegation.

At the same time, "Lining" has become an official sponsor of Sultan national long distance running team. It has also been regarded as a way to attract people's attention at a low price.

But whether the audience will buy it at that time has always been a hot topic.

Helio J Chris, executive director of several Olympic cooperative ventures, said: "if the target is the Chinese public, I doubt whether such a strategy is a good choice.

Chinese consumers are very smart now. When they see these brands, they will understand that this is just a strange competition for the market, which will eventually reduce the brand level.