London Olympics: "Made In China" Is Shining Brilliantly.

On the one hand, the reason why the Beijing Olympic Games will attract Chinese enterprises is that Beijing is the host country. On the one hand, the main market for sponsoring enterprises is in China.

Such a massive effort in the London Olympic Games is likely to outweigh the gains unless companies extend their strategic positioning to the global market.

Chinese athletes continue to compete in the Olympic Games on the second official day of the London Olympics.

As of press release, in the women's 10 m air pistol final, Chinese player Guo Wenjun won the title and won fifth gold medals for the Chinese team.

In fact, not only sports competition, but also the other areas of London Olympic Games.

For example, "made in China" has become the most obvious "tag" of Olympic souvenirs. It is reported that the man-made lawn of London Olympic Games is from Beijing, the main stadium chair is from Shanghai, the national flag of the participating countries is from Yiwu, the mascot comes from Jiangsu Yancheng, and the fireworks also come from Liuyang and other places in Hunan.

"China is not the most missing link in the global manufacturing sector.

Therefore, "made in China" cannot and will not be absent from sporting events like the London Olympics.

Hu Jinming, partner of Shanghai Bao Shi Culture Communication Co., Ltd. said, "at the same time, with the help of the Olympic platform,

And "made in China" businesses can also further expand their visibility.

"What we need to wake up is that Chinese businessmen can't just regard this as a" fast food "or a business. We must take advantage of this opportunity to expand our global layout and market share and become an opportunity for Chinese enterprises to upgrade and internationalize.

Hu Jinming said.

However, for Chinese shareholders, the Olympic Games may not be good news.

Statistics show that from 2000 to now, the proportion of A shares fell at 66% in every world or Asian level sports event.

"Made in China" shine

"Made in China" has always been a hot topic, and this topic has also been extended to the Olympic Games.

As early as the opening of the Olympic Games, "made in China" has aroused a lot of topics, including the "strange Berets" of the US sports corps at the opening ceremony. The official uniform of the London Olympic delegation is produced by an enterprise in Dalian. It belongs to the typical "made in China".

This once caused discontent among members of the United States Congress. Harry Reid, the majority leader of the US Senate, even claimed that he proposed to burn the navy blue suit and Beret.

。

"The official uniform is too late to change."

In response, according to media reports, the pressure on the US Olympic Committee had to issue a statement explaining, "at the same time,

Ralph Lauren said that the uniform of the US team will be produced in the United States in 2014.

A little episode can not conceal the reality of the "made in China" Olympic Games in London.

According to the latest data in Malaysia, 90% of the souvenirs of London's Olympic Games are made by non British enterprises. Among them, "made in China" products reach 65%, Turkey accounts for 19%, and only 9% of the products belong to "made in Britain".

In fact, even the host - the British team's entry dress, the London Olympic Organizing Committee's officials and the referee's clothing, total 11 thousand suits, are also produced by a garment manufacturer in Yantai, Shandong.

China's sporting goods brands such as PEAK, Hongxing Erke and Jordan chose to cooperate with New Zealand, Iran and Kazakhstan.

In addition, 5 categories of towel bedding, 19 types of cups, 11 types of toy cars, 190 kinds of pins, 23 types of clothing, 4 types of stuffed doll mascots and 18 types of badges, wristbands and bracelets were all made in China.

"Zhejiang Yiwu also contributes significantly."

Hu Jinming introduced, "in the past large-scale sports arena, small horn, national flag and hat and so on, many from Yiwu's small and medium-sized enterprises.

This London Olympics is no exception. "

What's interesting is that the fireworks that lit the opening ceremony of the London Olympic Games also came from China.

It is understood that the production of fireworks for the London Olympic Games is apple art set off limited and big Yao Tong Hua export fireworks factory.

Ye Xinglong, chairman of Liuyang Jinsheng Group Apple art display Co. Ltd., said there were five chapters in London Olympic fireworks. "Fireworks were pported from China, and Liuyang fireworks accounted for 3/4."

The official sponsors were not last.

Compared with the overwhelming "made in China", Chinese enterprises in the official sponsorship list of Olympic Games are not as many as those at the 2008 Beijing Olympic Games.

According to the public information reported by the media, the sponsors of the Olympic Games are divided into three levels: partners, sponsors and suppliers. On this basis, London Olympic sponsors can be divided into 4 categories: Olympic global partners (TOP sponsors), London Olympic partners, 7 Olympic Games official sponsors and 28 official suppliers.

Among the Olympic global partners, Coca-Cola, McDonald's, Panasonic and Samsung are among the top 11 sponsors. Acer, a Chinese company in Taiwan, also ranks among them, but mainland Chinese companies do not list.

"This is a normal phenomenon."

Hu Jinming's analysis of this is, fundamentally speaking, the positioning of enterprises.

On the one hand, the reason why the Beijing Olympic Games will attract Chinese enterprises is that Beijing is the host country. On the one hand, the main market for sponsoring enterprises is in China.

Such a large scale of energy in London Olympic Games is likely to outweigh the gains unless companies expand their strategic positioning to the global market.

Although no effort will be made to become top sponsors, many companies have chosen to cooperate with the Chinese Olympic Committee.

From the advertising information released by CCTV and major sports newspapers, the old faces including Erie, BMW and COFCO continue to become sponsoring partners of the Chinese Olympic Committee.

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Or we can rely on pformation.

In Hu Jinming's view, the opportunity for Chinese manufacturers and Chinese sponsors to get Olympic orders and Olympic partners is not only a strong boost of the brand, but also an opportunity for enterprises to pform, upgrade and internationalize.

"Unfortunately, many Chinese companies may only regard this as a snack and a business."

Hu Jinming said, "take the 2008 Olympic Games as an example, as a sponsor company or a" made in China "enterprise, it has gone through 4 years, and how many brands have gained fame in the world? An example is that although Chinese clothing brands sponsor many Olympic sports delegation, it is still difficult for them to compete against the global brands such as Nike and Adidas.

"From the point of view of profitability, it is still the original situation of" making money without making money ".

Hu Jinming said.

The head of a fireworks company in Liuyang, Hunan, also told the media that all the more than 1900 London Olympic fireworks products were not expensive. "Compared with what we pay, the list of 600 thousand yuan is not profitable."

"Therefore," made in China "urgently needs to change the dilemma of making money without making money.

Hu Jinming said, fundamentally speaking, "made in China" can not only stay in the low-end manufacturing link, but should be active.

The high value-added end extends.