Hengyuanxiang Uses Olympic Marketing To Convey Chinese Civilization

The relationship between clothing and sports is increasingly close. As the London Olympic Games has entered the countdown, a fierce Olympic marketing war has already been launched among major clothing brands. This issue lets us discover the Olympic road of domestic clothing brands together.

In 2008, Hengyuanxiang, as the sponsor of the Beijing 2008 Olympic Games, provided the Chinese sports delegation with ceremonial equipment for the Beijing Olympic Games. Since 2009, thousands of sets of ceremonial clothes have been customized for Chinese sports delegations who have participated in more than 10 major international events, such as the 5th East Asian Games and the 16th Summer Asian Games, including more than 10 categories, including suits, windbreaker, shirts, ties, scarves, etc., with more than 3000 person times in total and more than 13000 pieces of equipment in total. It can be seen that Hengyuanxiang is already familiar with sports marketing. This year, Hengyuanxiang is once again tied to the 2012 London Olympic Games and will provide nearly 900 ceremonial costumes for Chinese sports delegations. This time, how did Hengyuanxiang plan the 2012 Olympic Games marketing?

At the final sprint stage of the London Olympic Games, how will the Chinese delegation go to London? A few days ago, the ceremony of "China's Eternal Goodness · Fate for the Olympic Games - Heng Yuanxiang devotes himself to presenting the Chinese sports delegation for the London Olympic Games to march in full dress" was held in the News Hall of the General Administration of Sport of the People's Republic of China. The leaders of the General Administration of Sport of China, the Chinese Olympic Committee, Hengyuanxiang (Group) Co., Ltd. and other relevant organizations, as well as the athletes' representatives, attended the press conference and witnessed the grand release of the ceremonial clothing of the Chinese sports delegation for the London Olympic Games.

Color marketing shows national characteristics

It is reported that at the London Olympic Games this year, the male and female athletes of the Chinese delegation will wear red top coats, and use the precise digital color control system to make the red fabric contain yellow. The edge of the top is cleverly embedded with a yellow trim, and a 24k gold-plated buckle is specially customized. The fabric is also bold and innovative. Knitted fabric and lining are used. Compared with woven fabric, it has more than 10 times of water absorption and diffusion. "In addition to color, this set of equipment also reflects the concept of tailoring and scientific and technological clothing," said Ge Ming, a partner of the Chinese Olympic Committee and deputy general manager of Shanghai Hengyuanxiang Clothing Co., Ltd.

As we all know, yellow and red are the most representative colors of the Chinese national tradition. Hengyuanxiang's elaborate etiquette equipment for the Chinese sports delegation this time is the perfect integration of national characteristics and world culture, which strongly demonstrates the positive, friendly and enthusiastic international image of Chinese athletes.

So how did the ceremonial equipment of the Chinese delegation come into being? The reporter learned that as a partner of the Chinese Olympic Committee, Heng Yuanxiang followed the design team of the Beijing Olympic Games and launched the design in July and August 2011. There were more than ten initial schemes. After being submitted to the Equipment Center of the General Administration of Sport of China for approval, after more than ten discussions and selections, the scheme that was unveiled recently was finally determined. In the "standard configuration" of the dress, men's clothing includes a red shirt, black and white trousers, a shirt and a tie; In addition to women's clothing, there are also two skirts matching men's clothing, a suspender and a silk scarf. The tie and silk scarf continue to use red and yellow, introducing the elements of the Olympic rings.

Ge Ming revealed to the reporter that the design inspiration of this dress is also related to "Flying Man" Liu Xiang. It turned out that when the team was designing, Liu Xiang often ran around the field with a five-star red flag when he won the championship. "At that moment, red is the symbol of the champion, which can arouse everyone's resonance." He said that the concept of "wearing the national flag" was applied to the dress.

After each design scheme is determined, it is necessary to make sample clothes and revise them again. Ge Ming recalled that before finalizing the draft, a number of sample clothes had been made, and the modifications were often just some details. For example, in the process of inlaying the yellow piping edge of the jacket, it will be adjusted many times just to select the suitable golden yellow. "The costumes of the Chinese delegation are made according to the highest requirements. Every detail should not be sloppy, and we should strive for perfection." Ge Ming sighed.

Brand marketing is not just for brand

In fact, sponsoring a national delegation is not only brand marketing, but also a perfect demonstration of social etiquette. Because every national delegation dress represents the national image, which is also a disguised diplomatic etiquette.

At each Olympic Games, what the Chinese delegation wears has become the focus of attention of the masses. In the eyes of insiders, the influence of an Olympic dress is not limited to one Olympic Games. "With the continuous development of the domestic economy, the national image has become increasingly important, and clothing is the most intuitive embodiment of this image." Ge Ming believes that the platform of the Olympic Games will promote the formation of national etiquette clothing. In the future, perhaps it will not only be diplomatic, but also become a social concept that everyone agrees with.

Olympic marketing promotes the creation of "Huafu"

Every time the Olympic etiquette equipment appears, it will always attract people's attention. Do you want to wear a suit that all countries have, or do you want to subvert the tradition and show up in a Chinese tunic suit? Every time before the Olympic delegation goes to war, all sectors of society will give advice to it. For this reason, many experts believe that the "Olympic Dress" can be regarded as a national Chinese dress research project. To provide a "modern dress" for Chinese athletes, which can replace the stereotyped suits, is also an opportunity to revitalize the traditional Chinese clothing.

Ge Ming pointed out that the industry is actively promoting the formation of national etiquette clothing. However, at present, it mainly bears a strong diplomatic color, while the broader social concept has been ignored. "Japanese kimonos and Indian saris are not only representatives of the image of a country, but also clothes that people often wear in their daily life." He said that, for example, in Japan, adult ceremonies and other important festivals, people will wear kimonos at the same time. In contrast, Chinese etiquette Clothes & Accessories There is still a big gap in the development of.

However, in the industry, national etiquette clothing is not a new word. When Hong Kong returned to China in 1997, the media in Hong Kong advocated that people wear Chinese style clothes collectively on the day of return. Later, this led to an initiative of professors from the Mainland Institute of Fashion Studies: to select a day as the "Chinese Costume Day", calling on everyone to wear traditional Chinese clothes, but few of them responded in the end. At the APEC meeting held in Shanghai that year, the Tang costumes of leaders of all countries also caused heated debate about whether Tang costumes could be used as national ceremonial costumes. Up to now, there are still many disputes about the specific style of ceremonial dress.

After undertaking important tasks such as the dress for the Chinese Olympic delegation and the protocol dress for the China Pavilion at the Shanghai World Expo, Heng Yuanxiang has some insights. Liu Ruiqi, Chairman of Hengyuanxiang, once proposed that the national etiquette clothing should have three major elements, namely, "elements of history", "wisdom of the present" and "concept of the future".

To be sure, the exploration of national ceremonial dress will not end with the London Olympic Games. According to the reporter, in the second half of this year, Hengyuanxiang will hold the first World Etiquette and Costume Forum with China Garment Association, etc. In order to promote the development of national etiquette clothing, the forum will operate as a permanent platform, and a series of research and popularization books related to it is also in the pipeline.