Transformation Of Chinese Industry: Olympic Games Arouse Awareness Of Independent Brand Awareness

In the souvenirs of the London Olympic Games, "

"Accounted for 65%.

But another group of data is noteworthy: in the 2008 Beijing Olympic Games, there were 28 high-tech enterprises and scientific research institutions involved in Olympic Games in Qingdao. However, in the London Olympics, there was only one Qingdao Tonghua automatic control technology company limited, and it was only an indirect supplier.

The number of island city enterprises in London Olympic Games has dropped sharply, though there are local factors of the Beijing Olympic Games.

According to the press survey, the so-called "indirect supplier of Olympic Games" mostly adopts the mode of OEM. After participating in the Olympic Games, these enterprises have a further understanding of brand value and are no longer satisfied with the foundry production, but are more willing to take the road of independent research and development and create their own brands.

From the cost advantage of relying solely on cheap labor to enter the Olympic Games, to realize that

The importance of small enterprises in the process of sponsoring the Olympic Games pformation is worth pondering.

"All made in China, without Chinese brands".

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 there are still quite a few Chinese SMEs in toys.

In the field of manufacturing, souvenirs and other products successfully entered the London Olympic Games, but the road to participate in the Olympic Games is by no means smooth sailing.

In addition to their own strength, small enterprises need to improve their salaries, overtime and welfare benefits on the road to participate in the Olympic Games.

If it is an indirect supplier of the Olympic Games in the form of subcontracting, a confidentiality agreement must also be signed.

The London Olympic Games, the host of the British team's entry clothes and the London Olympic Organizing Committee officials, referee clothes, a total of 11 thousand suit suits, from Yantai, Shandong Nanshan clothing Bowen Co., Ltd. (hereinafter referred to as Nanshan Bowen) processing and production, which made Minamiyama Hiromitsui suddenly become a global concern brand.

In fact, in order to integrate with the Olympic Games, Nanshan Bowen can do enough.

Since 2006, the company has carried out two large-scale industrial expansion, and successfully completed the integration of the entire textile and garment industry chain.

In addition, they have successfully acquired 4 top quality ranches in Australia, bringing in the world's advanced technology of top cutting, dyeing, spinning, fabrics, garment processing, equipment and process management, and technical personnel, trying to get rid of the impression of "cheap and poor quality" made in China.

But meticulous technology is not the most important.

According to Wang Xun, director of Yantai Nanshan apparel Bowen Co., Ltd., foreign companies pay great attention to the salary, overtime and welfare benefits of employees. They have carried out a series of strict auditing on the quality management system, occupational health and safety management system and environmental management system of Nanshan textile and apparel company.

Minamiyama Hirofumi did not make any further explanation about the specific aspects of his changes.

The concern of the Olympic Games for the welfare of employees is not only confined to the field of clothing, but also in the field of souvenirs.

Earlier, a factory in Huizhou, Guangdong, produced a commemorative badge, which had been working for more than 11 hours a day because of the illegal employment of child labor.

A spokesman for the public welfare organization, which intervened secretly, appealed at that time. "The Olympic Organizing Committee must verify the qualification of the Olympic products as soon as possible, and do not let these factories employ child labor in the name of the Olympic Games."

In addition to concerns about the welfare of employees, indirect suppliers of the Olympic Games also need to sign strict confidentiality agreements.

Qingdao Tonghua Automatic Control Technology Co., Ltd. (hereinafter referred to as Tonghua Technology) has been sponsoring the LED advertising system of Beijing Olympic Games since 2008. At the London Olympic Games, it signed a total of 36 million yuan of street products orders with the European largest street system company, British BROXAP company, and became an indirect supplier of the London Olympic Games.

"London Olympic Games venues, such as rain shelter, chairs, garbage cans are produced by us.

The BROXAP company of UK has put forward the design requirement and is made by our company. "

Wang Dongsheng, general manager of Tonghua technology, said, "it is quite similar that we do the contract for the British company. When signing the contract, we must sign a confidentiality agreement, that is, the information such as drawings, moulds and other information that can be designed for them can not be made public at will."

Another LED manufacturer, Hunan New Asia winning company, has provided the world's lightest and thinnest LED for the London Olympic Games, but Wang Shuang, deputy general manager of New Asia victory, said, "this is not a successful marketing."

In an interview with the media, Wang Shuang said that the London side asked the New Asia winner to sign a confidentiality agreement - not to call itself an Olympic supplier, nor to publish the name of the upper level engineering contractor. "The London Olympics are all made in China, without Chinese brands."

Orders increase rapidly after Beijing Olympic Games

According to the relevant personages of Qingdao science and Technology Bureau, there are 28 high-tech enterprises and research institutes involved in Olympic Games at Beijing Olympic Games. All the cables used in the "nest" and "Water Cube" are all from Qingdao Han cable group. The "one card" system used by Beijing Olympic building is developed by Qingdao tongsoft Network Technology Co., Ltd., and Qingdao Tonghua Automatic Control Technology Co., Ltd., at that time, had undertaken a large number of beautification projects of the Olympic venues in Beijing.

So what changes have been made to these enterprises in the Olympic Games?

An open figure shows that in the short two months after the Beijing Olympic Games, the relevant orders of these enterprises amounted to more than 2000 yuan, and one enterprise was supported by the international environment fund of 20 million yuan, and the large biogas project of Xinjiang production and Construction Corps was undertaken.

At that time, Hu manager, who beat SIEMENS and participated in the Qingdao Hisense Network Technology Co., Ltd., which participated in the intelligent pportation facilities in Beijing, said that the participation in the Olympic Games helped the enterprises to enhance their popularity to a certain extent, and the order of enterprises increased rapidly.

In December 2005, Hisense traffic signal control system won the first prize of performance test in 2008, winning the intelligent traffic management investment and construction project of Beijing Olympic City, and completely broke the monopoly position of large foreign companies in signal control system.

At the beginning of 2006, the Hisense traffic signal control system was once again awarded the construction of the Beijing expressway traffic signal control system, winning the upper signal control system and the 80 entry and exit signalling machines, which cover the expressways of Beijing, including the Second Ring Road, the Third Ring Road and the Fourth Ring Road.

Qingdao Hisense Network Technology Co., Ltd., responsible person, after the Beijing Olympic Games, their company independently developed intelligent traffic signal products and systems have been successfully applied in many parts of the country, including Beijing, Qingdao, Guiyang, Fuzhou, Xiamen, Suzhou, Taiyuan, Changchun, Changchun, Changchun, and other cities.

An industry insider told reporters that in the field of intelligent pportation, more attention is paid to cooperation with local governments, because the so-called traffic signal control system should be implemented together with the hardware construction of the city, so a company that has participated in the construction of the intelligent pportation facilities in the Beijing Olympic Games will easily attract the attention of the local government. "The Olympic Games is a big sign, coupled with its own strength, it is very easy to get the government's order."

According to Hu manager, the intelligent traffic signal products and systems they do need the cooperation of the local government, which is why they did not participate in the London Olympic Games. "The company's positioning is mainly in the domestic market."

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The other is to take advantage of the Olympic Games to take off, is Qingdao Kang Xu Engineering Technology Co., Ltd.

The company's solar wall technology has been preparing for the Beijing Olympic Games since the beginning of the 2005 Olympic village construction. The site of the Olympic Village site has installed a solar wall device, which is installed on the southern facade of the building. In winter, solar energy is used to collect fresh air for indoor heating, and the sun shines against the wall, blocking the wall to receive radiation.

This technology provides a new way for solar heating and refrigeration, and can reduce CO2 emissions by about 60 tons per year. In general buildings, the cost of the whole system can be recovered in about four and a half years.

The completion of the solar wall project in the Olympic village of Beijing has attracted wide attention. Margaret Makaki, Johnston, Vice Minister of Natural Resources Canada visited the Olympic Village on the spot, making the technology of the wall too strong.

After the Olympic Games, Kang Xu's "sun wall" technology products are distributed throughout Northeast China, Shaanxi and Zhejiang. Customers from North America, South Asia and North Africa come to consult and negotiate.

Qingdao listed Olympic dream

While the Olympic Games have brought huge rewards to these SMEs, some enterprises have begun to reflect on the importance of building their own brands.

It is understood that compared with the Olympic games involving 28 enterprises involved in Beijing Olympic Games, Qingdao Tonghua Automatic Control Technology Co., Ltd. has become the only supplier of the London Olympic Games in Qingdao.

It is the only supplier of the London Olympic Games who is not willing to get involved in the Olympic Games.

"Because we are only indirect suppliers, that is, a foundry enterprise, without their own brand, but on the contrary, it will make people feel that we are just a cheap pronoun."

Wang Dongsheng told reporters.

In March 2008, Qingdao Tonghua Automatic Control Technology Co., Ltd., which had just been pformed from a foreign trade company, received a special order to provide media propaganda equipment for Beijing Workers Stadium, such as light boxes, LED and so on.

This is less than 5 months away from the opening of the Beijing Olympic Games, but eventually Wang Dongsheng led the newly established enterprise to the task.

It is precisely because of the excellent performance at the Beijing Olympic Games that Wang Dongsheng has stepped into a larger stage and has become an indirect supplier of the London Olympic Games.

As a company that has been established for less than 5 years, it can be continuously active on the stage of the Olympic Games. It is already an affirmation for Wang Dongsheng.

Wang Dongsheng disclosed that as an indirect supplier of the Olympic Games, he actually had a relatively large profit, but he was unwilling to continue such a road.

"If we keep doing OEM for other enterprises, we may have many orders.

But for the long term development of enterprises, it must be disadvantageous, because we do not have our own brand.

Even if we do well, it will not be the logo of our enterprise on the streets of London, nor will there be any publicity for corporate branding.

This leads us to reconsider the positioning of enterprises, that is, we must build our own brand.

Wang Dongsheng told reporters that they also changed the name of the company to Qingdao city Polytron Technologies Inc in October last year, aiming to build their own brand.

In fact, as early as the end of the Beijing Olympic Games, Wang Dongsheng was considering the pformation of enterprises and actively planning the listing.

In June 18, 2010, Tonghua technology and Western Securities Limited signed a new "three board" stock reform listing process.

As a special preferential measure for the state to support the development of high-tech zones, the new three board pilot project was first conducted in the Zhongguancun Science Park in Beijing in 2006, and has achieved great results.

Tonghua technology has entered into the stock exchange system, the securities company due diligence and the core and other listing guidance procedures, for the "new three board" listing for record.

"We are the first batch of new three boards to be listed in Qingdao. As long as the relevant departments approve the" new three boards ", we will become the first" three new board companies "listed on the market.

Wang Dongsheng has been busy with the company's business recently, and on the one hand he is actively contacting major investment banks to prepare for the listing of the company.

"Now many enterprises are aware of the importance of brand, but not every enterprise can do it. The key is to look at technology.

I have confidence in our creative design and production technology. "

Wang Dongsheng said.