Clothing Sponsor'S "Secret War" London Olympic Games

If the Olympic flame is to be lit in July, then

The sponsors' "secret warfare" had already begun at the end of the Beijing Olympic Games four years ago.

For example, the most concerned Chinese delegation is going to be on the podium in Anta costumes. Lining grabs the sponsorship of five gold medal dream teams such as gymnastics, diving, table tennis, shooting, badminton and so on.

In addition, Anta, Lining and other domestic sports brands also sponsor a number of foreign delegations or sports teams, and will join them in London.

In fact, over 2/3 of sports equipment and clothing were made by Chinese enterprises at this Olympic Games. It can be said that Chinese enterprises are the biggest "invisible" sponsors behind the London Olympic Games.

At this London Olympic Games, there were more small commodities, sports equipment, engineering construction and so on all came from China.

The 2008 Beijing Olympic Games made many sports brands in China full of money. However, unlike the Beijing Olympic Games, this year's London Olympic Games still lack the advantage of home court for local brands.

For the London Olympic Games far away from the National Olympic Games, how can Chinese sporting goods enterprises achieve their strength? Is the London Olympic Games a rebound or reversal of performance for the enterprises?

Famous enterprises secretly fight

The upcoming London Olympic Games will play an important role in the sporting goods enterprises eager to get out of the predicament. No matter which enterprise will not take it lightly, if the measures are right, the performance is expected to rebound. If the performance is better, it will not be impossible for the whole industry to turn around.

Therefore, the snatching of Olympic resources has shown a tendency to go all the way.

Domestic sports brands such as Anta, Lining, XTEP, and so on. The dependence on the Olympic Games should not be underestimated.

Around the 2012 London Olympic Games,

Signing the sponsorship of the five teams of gymnastics, diving, table tennis, shooting and badminton in the Chinese Olympic delegation; Anta will provide the award equipment for the 10 International Olympic events to be launched by the Chinese sports delegation; PEAK will provide a multifaceted professional equipment for the New Zealand delegation; Hongxing Erke has reached an agreement with the Iran Olympic Committee; Jordan will design the London Olympic award dress for the three teams of Kazakhstan, Turkmenistan and Mongolia.

On the opening day, representatives of the London Olympic Organizing Committee and some athletes will appear in Nanshan costumes.

Wang Xun, director of Nanshan clothing and Bowen factory, which is responsible for the order production, told reporters.

According to Song Riyou, general manager of Nanshan textile and apparel, last year, the Bowen factory of Nanshan clothing company, a Chinese local enterprise, passed three inspection plants and successfully signed 11000 sets of orders for the London Olympic Games.

11000 sets of high-end suit suits are all men's wear.

It is worth noting that due to the influence of jet lag, there are some differences between the London Olympic Games and the Beijing Olympic Games. Four years ago, China's sports market seemed to be just excited and even overdrawn.

Although these domestic sports brands will participate in the competition, the intensity must not be compared with that of four years ago.

Now, when the London Olympic Games started, how should these brands identify their marketing positioning?

In fact, the mature sponsorship theory requires enterprises to have 1 times to 3 times of capital in addition to sponsoring their own funds.

It is also necessary to consider whether there is enough professional ability to make the whole sponsorship well and maximize the output.

SMEs invisible

Up to hundreds of millions of dollars of huge capital threshold, as well as a large number of giant power competitors is a stumbling block in front of SMEs.

Naming, sponsoring, partners, designated products, advertising, sports stars endorsement and so on, these traditional ways of participation in the Olympic Games make SMEs unable to afford. It takes a longer time for an enterprise to integrate into Olympic marketing. Therefore, a large number of small and medium-sized enterprises believe that Olympic marketing and sports marketing are the business of large enterprises.

To a large extent, this concept has hindered many enterprises from taking advantage of Olympic marketing. The Olympic Games marketing is not based on its own size, but on whether it can find a platform suitable for itself and perfect connection with the brand.

In fact, small and medium enterprises' participation in Olympic sponsorship does not necessarily have to crush their heads and squeeze them into the list of sponsors. In fact, such events as Olympic Games involve a wide range of SMEs.

General manager of Yunlong Clothing Co., Ltd., Jiaxing, Zhejiang, has recently been in a good mood. The last batch of 15 thousand football fans produced by his factory has been pported to the London Olympic Games and around the world.

At this point, Ren long successfully completed the total of 127 thousand Olympic Games orders involving 17 national fans.

"The total amount of this order is about 1000000 dollars, the total volume is still relatively large. We have been preparing this order since last year."

Ren long said.

In addition, a garment manufacturer named Jiale company in Ningbo has obtained 500 London Olympic torch bearers.

London Olympic Organizing Committee announced that there are about 70 thousand direct contracts and the resulting supply chain of the London Olympic Games, which may generate 75 thousand business investment opportunities and bring about a business opportunity of US $8 billion, which is also the participation of small and medium-sized enterprises in China.

Take the Olympic souvenirs that we all care about as an example. Because of the high cost of production in the UK, 90% of the London Olympic souvenirs are made abroad, and the products made in China are 65%.

In addition, brooches from athletes, sportswear fabrics, fans' cheerleading uniforms, stadium seats, Olympic Village furniture...

Many small and medium enterprises in China are involved in it.