Olympic Economy Reflects The Embarrassment And Dilemma Of China'S Clothing Industry

The quadrennial Olympic Games are not only a sports event Clothing brand It has become an increasingly fierce commercial competition. It can be said that the Olympic Games is not only a global sports arena, but also a world commercial brand show. Especially in the context of the financial crisis, large-scale sports events such as the Olympic Games are like a shot in the arm to stimulate economic development and an excellent opportunity for enterprises to build brands.

In this Olympic Games, there are several impressive things. First, the Egyptian Shanzhai Gate incident. The Egyptian Olympic team put on the fake team uniform made in China, and its head admitted that clothing It is a fake, but thinks "the quality is good enough". Before we could respond, Nike had delivered the authentic competition clothes provided for Egyptian athletes free of charge to London. The focus on "free" far exceeds the cost of real sponsorship.

After Liu Xiang was injured, Nike's new creative ads quickly appeared in the major media. The sentimental ads of "love sports, even if it hurts your heart" minimized Nike's own risks. Nike has shown strong responsiveness and competitiveness in dealing with emergencies, using marketing means and quick response ability. If the business is also the Olympic schedule, no doubt we have missed a lot of good opportunities in this wave.

The other is the US legislator's boycott of the US Olympic team uniforms. These Olympic gowns were produced by Dayang Chuangshi, a clothing company in Dalian, China, entrusted by Raflauren, the long-term sponsor of the US Olympic team. Not only the US team uniforms were produced by Dayang Chuangshi this year, but also the US team uniforms of the last Beijing Olympic Games were actually produced by Dayang Chuangshi.

Originally, this is an excellent Olympic Marketing This is a good opportunity. Only 2000 sets of clothes in such a small quantity need to be individually plate making and rapid production. This type of order requires high quality control requirements and quick response capability for the OEM enterprises. It is also not possible for any enterprise to complete the order with quality and quantity guaranteed in a short time, which also conforms to the characteristics of Dayang Chuangshi's largest single item single cutting company, which is self publicized, From this point of view, Dayang Chuangshi can just use the event to vigorously promote the high quality of products, thereby promoting the high-end brand image and boosting the transformation of production enterprises to brand enterprises.

However, from the perspective of coping strategies, Dayang Chuangshi claimed to be "shot lying down" and sighed for the possible loss of orders for the next Olympic Games. He did not take advantage of the event to make more efforts, which is a bit of a waste of Olympic marketing opportunities.

Several events reflect the embarrassment and dilemma of China's clothing industry. First, although it has the ability to produce first-class products, it can only earn meager processing fees and cannot obtain the added value of first-class products; Second, there is no rule constraint, lack of respect for intellectual property rights, and counterfeiting is popular; Third, the ability to grasp consumer demand, crisis management and event marketing is seriously insufficient. The Olympic Games is clearly a contest between athletes from all over the world, but secretly it is a turbulent commercial competition.

For enterprises or brands, to complete the competition in another arena in the most direct and rapid way, they need not only quick response ability, but also long-term accumulated business wisdom. Putting aside commercial interests and doing only one thing to prove that Made in China is a positive event marketing for Chinese clothing enterprises and industries.

The topic of "Made in China" is unavoidable for the London Olympics. 65% of the licensed Olympic souvenirs come from China. There are 128 kinds of competition clothing, 23 kinds of which are produced in China. There are 7 types of towels and bedding, of which 5 types are produced in China. This shows the proportion and position of Made in China in the world clothing. Some people say that "Chinese national brands have occupied London". In fact, it is not only London, but also made in China all over the world. But behind the spread of the world, "Made in China" also seems to be synonymous with low quality and cheap. Some people even directly translate the copycat into "Made in China", which is really sad.

China is the production workshop of the world's clothing and the OEM base of many international brands. Changing the embarrassing situation of "Made in China" in the downstream of the industrial chain and moving towards a virtuous circle of "Created in China" is an urgent issue for Chinese garment enterprises to think about at present.

China's clothing industry has entered an inflection point period. Whether active or passive, transformation is imminent. The hard conditions of "Made in China" are well known, while the soft power needs to be improved. This also requires clothing enterprises to have a broader vision, meet the changes in consumption trends, have a more flexible business awareness, and seize the moment of success.