Most Sports Brands React Calmly To The Olympic Games. No One Pays For Limited Edition Products.

Olympic Games, Olympic cuisine, Olympic wedding banquet...

With the advent of the Olympic Games in four years, many businessmen have come up with ideas to seize the Olympic theme and seize business opportunities.

But unlike previous years, this year's Olympic brand seems to be hard to play. Even the Olympic Games which are the most popular sports brands in the past do not seem to be very popular among consumers.

Many large brands of sports products, although people ask in twos and threes, but appear on the shelves for several days, no one pays the bill.

Most sports brands react calmly to the Olympic Games.

Reporters visited the sports brand area of Hangzhou City shopping mall. This year, the investment scale of various brands on Olympic products is not very large. It is also Lining who is more imposing.

The investment in Olympic Games is not only great, but also the beginning of the cycle.

Shop assistant Miss Chen told reporters that at the end of the last quarter of this season, the last batch of Olympic theme goods "Hail to heroes" has been put on the shelves.

Including the 1992 Chinese athletes' first time wearing the Chinese brand on the Olympic podium, the retro award shoe - "Zheng Rong 92", and the Chinese summer table tennis, badminton, diving, shooting, gymnastics five gold medal team's summer coat.

Since May, it has entered the propaganda period of Olympic commodities. Lining's Olympic status has entered very early.

At present, Lining's Olympic champion is the "zhlong" series shoes that arrived last week. The new Olympic shoes and clothes only take part in the discount of special counters, and there are no special promotional activities for the Olympic Games.

Near the Olympic Games, other brands seem to have not yet fully entered the Olympic Games.

Anta is a partner of the Chinese Olympic Committee.

In the Anta Road store in Yanan, the reporter found that the Olympic award dress champion dragon clothing was displayed in the window, but at present, only reservation is allowed, and it has not yet been officially released.

The main T-shirts were printed on the chest with two characters of "China". The museum's commemorative T-shirts and the London style cultural short sleeves were printed on the emblem of the previous Olympic Games.

The clerk told reporters: "the new model.

Big brands, Nike and Adidas have no big moves.

Nike's participation in the Olympic Games is mainly in basketball.

The salesperson of Nike basketball counters said, "Nike has launched a special color matching sneakers for the ten men's basketball team."

In the Nike sports counters, T-Shirts, specially designed for the United States, Britain and China, are also on sale.

In other sports, Nike seems to have lost sight of its activities.

Adidas's participation in the Olympic Games is somewhat unexpected. Next week, they will complimentary "poly Dragon Ring" as a publicity strategy for the Chinese athletes.

But ADI is not currently offering Olympic special merchandise.

Instead, reporters found on the Internet that Adidas's leisure brand clover is about to launch the London concept series.

Limited products, no one pays.

When the limit is raised, many people will rush to buy it.

But this year, some sports brands launched the limited series, I do not know because of price issues, or the attractiveness of products, in addition to individual queries, but no one to pay.

The reporter came to the Lining brand store of a shopping mall in Hangzhou City, and the merchandise of the Olympic Games was placed in the most prominent position in the middle of the shop.

But the clerk told reporters, "the market reaction is very general."

Reporters also learned that a limited edition dress had not been sold for several days, and the clerk explained to the reporters the special features of the dress: "the Olympic table tennis table suit arrived in July 15th. It is called" red scale ". At the moment, only this one is really on sale in the Olympic games.

The reporter understands that this Olympic clothing player version has more left flags than the commercial version.

A golden dragon on the front side of the Jersey was out of the water.

However, the price of 899 yuan is prohibitive, and only a person has made an inquiry on the shelves for several days, but it has not been sold yet.

Product promotion has great influence on sales volume.

Reporters are on each side.

After visiting the Olympic products, it was found that the sales staff of various brands indicated that the products were sold in a general way, and there was no phenomenon of rush buying and breaking out of individual styles in previous years.

Many shop assistants told reporters: "the sales of Olympic theme merchandise are not good at present, and advertising and promotion of stores have a great impact on sales volume."

Lining, a reporter at a shopping mall in Hangzhou, learned that the sales volume of "Zheng Rong 92" series shoes was just normal when they were on shelves, but when the store began to put it as the main push product on the display platform in the middle of the shop, and at the same time, a large advertisement was posted in the shop, the sales volume was particularly good in a period of time.

And reporters rushed to another shopping mall to observe the Lining counters. At present, the "zhlong" series of Olympic theme shoes have been put on shelves, but the matching advertising has not kept up, and the shoes are actually autumn, so sales are flat.

Similarly, there are many customers who have asked for five gold medals in the store, but the sales volume has been affected only because they sell only one diving team.

And in Nike Yintai store, the reporter understands that the sales of the basketball shoes of the ten teams of the dream team are not bad, and the salesperson also told reporters: "the basketball team of the dream team sells well because the coloring popularity of the US team is really high.

At the same time, the dream team has great influence, such as James's US team color matching individual shoes.

Nike's HYPERDUNK+ shoes are also highly technical and advertised.

Anta's Yanan Road store clerk said, "our championship dragon clothing is not very good, and the museum souvenir T-shirt is also sold in general. Only the London culture jacket is good."

The reporter also asked consumers to pay attention to the Olympic special merchandise.

The Lining shop assistant told us that few consumers were specialized in the purchase of Olympic goods.

Nike's salesmen say that the Olympic Games are selling well, mainly because this is the new main item in the store, and Nike and several Olympic teams on the shelves are very popular. There are basically no customers to come for the purchase of Olympic merchandise.

It can be seen that any commodity has to undergo a preheating period. If it is put into the market and there is no series of promotion, the product will be cold shouldered by consumers.