London Olympic Games, Local Clothing Brands Are The Most Dazzling Chinese Style PK

"Customers responded well and sales exceeded expectations.

During the season, casual wear, T-shirt, hand-made leather shoes and so on have been broken off.

In addition, high-end products, such as leather jackets priced at more than 10 thousand yuan, are also recognized and purchased by customers. This is very encouraging.

WayneZhu, director of Boston British company, told reporters.

On July 26th, one day before the opening of the thirtieth London Olympic Games, Bosideng, China's largest down garment enterprise, "pinched" the stopwatch and opened the first overseas shop beside the Bond Street in London's top shopping street.

So far, it has opened China.

(7.30,0.06,0.83%) a precedent for brands to set up flagship stores in overseas first tier cities.

All the details show that Chinese clothing brands are keen on the Olympic Games as always.

In the July 28th competition for the first gold medal of the Olympic Games, careful people can also find that a champion of "mix and match wind" is easy to stand on the podium: Anta's coat, Lining's underwear, and the brand logo on the pull rod box are also covered with a blank sheet of paper.

This is another big stadium built by local clothing brands outside London Olympic Games.

Under the calm, the undercurrent surges.

In addition to Lining and his rival PEAK, who want to reinvent the brand image and restore the downturn in London's Olympic Games, the competition for the 2012 London Olympic Games delegation designed by Heng Yuan Xiang has also aroused considerable controversy.

Why do local fashion brands love the Olympics? There is no doubt that the Olympic Games are obviously a shortcut to enhance brand awareness.

According to the latest report released by BrandFinance, a British brand consultancy, the brand value of the Olympic Games has surged to 47 billion 500 million US dollars, Apple Corp is the world's second only with a value of 70 billion 600 million dollars.

However, a research report of the Qing Research Center pointed out that after the Beijing Olympic Games in 2008, the high inventory phenomenon of Chinese clothing enterprises was prominent, including the famous enterprises such as Lining and 24.64,0.58,2.41%.

Many industry insiders told reporters that in the face of the slowdown in growth and the homogenization of competition in the industry, behind the enthusiasm of the clothing brand for the Olympic Games, they wanted to seize the "straw" of the London Olympics by marketing.

Against this background, whether the Chinese clothing brand can be represented by China's Olympic Games Dongfeng is still a question mark.

There is a commentary on this: "the expectations of the people for Olympic dress are very high. Local clothing enterprises must also stand up to the aesthetic requirements of Western costumes.

After all, the Olympics is a stage of global fair competition, both for athletes and for brands, enterprises and countries involved.

"25 million pounds is not a big deal."

Since the 2008 Beijing Olympic Games, the total revenue of Olympic Games has increased by 38% to 5 billion 100 million US dollars.

Therefore, even if it is probably the coldest winter in the clothing industry, the clothing brand will still regard the London Olympics as the best exposure platform.

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"Many brands have launched their own Olympic special products this year, and even have some Olympic athletes as spokesmen, such as Ryan Rochette and Serena Williams."

Christine Dunn, a senior British public relations manager who has run many Dolce&Gabbana and GeorgeAmarni brands in the UK, told reporters that in the context of the financial crisis, it is an excellent opportunity for enterprises to build brands with marriages such as the Olympic Games.

Now, this enthusiasm for the Olympic Games has been "burning" into the Chinese clothing industry.

In June last year, Bosideng spent 20 million 50 thousand pounds to buy a property located at 28 Morton street, London, London, and set up a four seasons flagship store, including men's wear and down garments, and set up the European headquarters of the company.

After a year of renovation and renovation, the property was built into a seven storey building in July 26, 2012. It opened with a unique and innovative "big wheel" style and opened one day before the opening of the Olympic Games.

WayneZhu, the head of British company in Boston, who is stationed in the front line of London, told reporters that the product sold by flagship store in Boston is the most high-end London product line in the existing product line.

"The products are designed by British designers, both in English and Chinese style. They are mainly produced in Europe and targeted at European fashion young consumers. They are instantly upgraded and high-end."

WayneZhu said.

Why does a Chinese down garment enterprise choose to set up flagship stores in overseas first tier cities?

Gao Dekang, chairman and President of Bosideng International Holdings Limited, said that the reason why he invested overseas is to use high-end brand image, high quality products and large scale retail terminals to explore the way of overseas expansion that is in line with Chinese brands.

For the investment of 25 million pounds, WayneZhu believes that this investment is still a small part of the company's current economic strength and available resources (Bosideng has more than 3 billion yuan in cash), and "it's not a big deal".

The predicament of "Lining"

Compared with the main sports brand of the commercial Olympic Games, Bosideng's investment is really "small Witch".

According to British media reports, Adidas has invested 100 million pounds in London Olympic Games, becoming one of the biggest sponsors of the Olympic Games.

As a first class partner and official sportswear partner appointed by the 2012 London Olympic Games and Paralympic Games Organizing Committee (LOCOG), Adidas group (Adidas) once again won the marketing rights and concessions of the 2012 London Olympic Games.

Herbert Heiner, chief executive of Adidas global, said: "London Olympics is an excellent opportunity for Adidas. We will take this as the leading brand in the largest sports apparel market in Europe."

However, reporters found that in the past 12 months, although Adidas's stock price rose by 18% overall, the opening of the London Olympics has little effect on Adidas's recent stock price increase.

As of press deadline (August 1st), Adidas's share price has dropped by about 1% a week.

This dilemma also occurs on local clothing brands. In 2011, several major sports brands in China were beset by backlog.

Lining's annual report shows that in 2011, its inventory reached 1 billion 130 million yuan, almost two times that of 2008.

In addition, Anta stock 618 million yuan, XTEP inventory 671 million yuan, 451 million yuan, 331 degrees, PEAK inventory 421 million yuan.

In 2008 Beijing Olympic Games, Lining as the last torch torch to ignite the Olympic torch, let the "Lining" brand defeat Adidas, Nike and so on, become the biggest winner of the Beijing Olympic Games brand.

From Li Ning Co's earnings report, its annual turnover was 6 billion 690 million yuan, an increase of 53.8% over the same period, and its gross margin was 48.1%.

In 2009, Li Ning Co sold more than Adidas in the Chinese market.

However, from 2010 onwards, the "aura" of the Olympic lighting began to fade, and Lining's sales declined. In 2011, it dropped by 65% over the same period in 2010.

"Li Ning Co expects to take the opportunity of 2012 London Olympic Games to further enhance public awareness of Lining's brand and achieve long-term, stable and healthy development."

The Li Ning Co said that in order to increase their influence, their chairman, Lining, even "reappeared" and personally delivered the sacred flame in Athens, Greece.

In addition, in order to coordinate Olympic publicity, the Li Ning Co also released the "red scale series" competition suit, and selected dragon's five kinds of godliness, flying, water, sky and spirit to name the Chinese gymnastics team, the Chinese shooting team, the Chinese diving team, the Chinese table tennis team and the Chinese badminton team.

However, all sports companies, including Li Ning Co, are secretive about the specific sponsorship of the brand.

For example, Anta, the executive director and chief operating officer of the Chinese Olympic Committee as the "strategic partner" of the Chinese Olympic Committee, is willing to disclose that "the two sides' cooperation covers a wide range of interests, years and sponsorships, which are unprecedented in the history of Olympic Games in China."

The senior accountant's journey gave the reporter an account.

According to the analysis of past sponsorship figures, the sponsorship level of Anta sports is at least 600 million yuan.

"According to the public announcement of Anta sports, the advertising and publicity rates in the mid 2011 increased to 12.6%, and in 2012, it increased to 14%.

Then, according to the 2011 turnover of 8 billion 900 million yuan, the sports marketing expenses, including the Olympic Games, should exceed 1 billion 200 million yuan.

Cheng Fan said.

"Finding a breakthrough to save inventory is a pressing matter of the moment, and the Olympic Games have made these clothing brands see hope."

Qing division senior analyst told reporters.

Who can represent China's level?

According to the latest report released by BrandFinance, a British brand consultancy, the brand value of the Olympic Games has surged to 47 billion 500 million US dollars.

From this point of view, whether it is Bosideng, who opened flagship stores overseas, or Lining and PEAK, who have a heart to bet on the Olympic Games, the local clothing brands are coming to the Olympic Games.

However, when GeorgeAmarni's Italy Jersey uniform, RalphLauren's American Jersey, Heng Yuan Xiang's design of the Chinese Olympic delegation's dress also appeared, it brought people's thoughts to another depth: can their products and processes truly represent the highest level of China's clothing industry, thus displaying the national image?

"The costumes of the Chinese delegation are made according to the highest requirements, and every detail should not be careless. We must strive for perfection."

Ge Ming, deputy general manager of Shanghai Heng Yuan Xiang Fashion Co., Ltd. once stressed.

According to the reporter, although the surface of the Chinese delegation's dress has no color design, its design and finished products are not simple.

Heng Yuan Xiang used the design team of the Beijing Olympic Games and launched the design in July and August 2011.

There were more than ten original programmes.

After being handed over to the National Sports General Administration Equipment Center for trial, after more than ten discussions and selection, the plan was unveiled.

According to Ge Ming recalls, "many samples have been made before the finalization, and the modifications are often only some details.

For example, the shirt is set up with a yellow edge, and the golden color is always adjusted.

However, the brand's "painstaking efforts" are still being questioned. "If the Olympic dress represents the national image, the level of the Olympic dress is the embodiment of the whole Chinese garment industry.

Obviously, our fabric and details have been closed. Our biggest weakness is in design. "

At the moment, the London Olympic Games are still in full swing.

According to the BrandFinance report, the earnings of the 2016 Rio De Janeiro Olympic Games will continue to rise again, or will exceed 6 billion dollars.

BrandFinance President George Hague said the Olympics are expected to create a net income of over US $25 billion for the British economy.

Another report, Sportcal, pointed out that the next Olympic Games will yield more than 8 billion dollars, which is the sum of the London Olympic Games and the 2010 Vancouver Olympic Winter Games.

Undoubtedly, the enthusiasm of the clothing brand to the Olympic Games will continue.

And their contributions to the above figures are geometric and rewarding. They may also continue to be an interesting topic.