Olympic Award Winning Footwear To Enhance National Brand Awareness

The public believes that we should strengthen brand awareness, focus on quality and service (83.4%), attach importance to core technology development (62.4%), and strengthen patent awareness (57%). In July 27, 2008, the giant model of the Chinese Olympic delegation's award dress in red and yellow hue and auspicious clouds appeared on the Nanjing Road Pedestrian Street in Shanghai.

In July 15th, the Chinese sports delegation's award dress was confirmed at the Beijing Olympic Games.

The award winning dress, designed by the team of Beijing Institute Of Fashion Technology, is decorated with red, yellow, white and tricolor patterns. Once it was unveiled, it was sought after by many netizens. They thought that this main color was a red and yellow two color award dress, with a distinct Chinese flag symbolism, and the clever use of Xiangyun pattern also accorded with the characteristics of the Olympic Games and predicted auspicious beauty.

However, the Olympic award dress has also attracted many questions.

"Why does the Chinese team accept the" foreign brand "?

Some netizens are puzzled by watching the "Adidas (ADI)" sign that will share honor with the Chinese athletes on the Olympic podium.

Recently, the social survey center of China Youth Daily conducted a survey of 12382 people from 31 provinces, autonomous regions and municipalities in the country by means of a network of guest surveys. It showed that 77.9% of the public hoped that the Olympic award dress would adopt national brands, 3.4% of them wanted to adopt foreign brands, and 18.7% of them believed that what brands they did not matter, as long as fair competition.

69.4% of the public believe that the Olympic award dress represents the image of the country. In fact, as early as 3 years ago, it was a foregone conclusion.

Old sponsor Lining's 1 billion yuan sponsorship fee is not bad for adidas Adidas, finally the other side relies on 1 billion 300 million yuan sponsorship expense to become the Beijing Olympic Games seventh partners.

This means that all the staff, technical officials, volunteers and members of the Chinese sports delegation of the 2008 Beijing Olympic Games and Paralympic Games will be wearing the clothes marked with the ADI logo.

"This is not a general game.

This is the first time the Chinese have held the Olympic Games. Why don't you wear Lining? "

Mei Hong, a student at China University of Petroleum, liked it very much when she first saw the Olympic award dress. She said she hoped to have such a suit in the future.

But when she saw that the Chinese flag and the logo of "Adidas" were printed on the Olympic award dress, left and right, she felt a little disappointed.

The survey shows that 69.4% of the public believe that the Olympic award dress represents the image of the country, is the embodiment of a nation's overall strength and national spirit, not a simple clothing problem; 57.7% of people believe that the use of national brand as the Olympic award dress will have a far-reaching impact on the future development of a national brand, and we have no reason to give up this opportunity.

Lu Yinyao, the Secretary General of the China International Brand Association, said in an interview with the newspaper that the country should give priority to national brands.

The Olympic Games is a window for the world to see China. It is a pity that we should vigorously promote the Olympic Games and publicize foreign brands.

He believes that the government should also increase its support for national brands, because enterprises like ADI are able to gain today's influence and image after being supported by their government packaging and promotion.

Our government also needs to consider the future development of our national brand more, because we lack the brand that stands in the world.

The commercialization of the Olympic Games has long been an international practice. "We should certainly support the national brand more, but in the process of globalization, China will not be too narrow minded to go to the world."

We need an open China that understands rules and rules. "

Weng Zhigang, director and associate professor of marketing department of Southwestern University of Finance and Economics, believes that the Beijing Olympic Games is an opportunity to show the world Chinese national enterprises. It is also an opportunity to show the world that China has prepared itself for the world in an open mind.

"Respect for international practices and rules is a prerequisite for China's integration into the world.

ADI is superior to other sports brands in all aspects and should win the fair competition. "

He said.

The survey shows that 35.2% of the public believe that the commercialization of the Olympic Games is an international practice, and that it should be carried out according to the corresponding rules. 32.4% of the people believe that our national enterprises have lost to foreign enterprises in a fair competition. This is the limit of strength. We should not blame them. We should take into account the affordability of the enterprises.

It is understood that the market development of the Beijing Olympic Games is divided into 4 levels, including the Olympic Games global partners, Olympic partners, Olympic sponsors and Olympic suppliers.

The Beijing Olympic Organizing Committee has set the benchmark price for each level.

At the same level, there will be differences in the benchmark prices of different categories to reflect the differences between different industries.

At the same time, these enterprises, according to different levels, enjoy a gradual reduction in the level of advertising rights.

Other countries hold similar practices when hosting the Olympic Games.

ADI is under the rule of 1 billion 300 million yuan sponsorship fee to become Beijing 2008 Olympic Games partner.

"This is international practice.

Sponsors are determined in the form of tendering.

According to the rules, ADI is taking the opportunity of "fair competition".

Sun Chuan, director and associate professor of business administration at Beijing Normal University, said many athletes in many countries wore ADI and Nike, both in the Olympic Games and other events.

And ADI's brand status is far higher than that of our national sports brand. We should face up to these situations and have no need to add ethnic feelings.

Sun Chuan said that the sponsors of the Beijing Olympic Games were not finalized by the Chinese government. For example, the global partners of the Olympic Games were International Olympic Committee bidding, and the bid winning enterprises signed a contract with International Olympic Committee directly.

So under such a rule, sponsors are totally dependent on market competition, and can not be determined by government executive orders.

83.4% of the public believe that brand awareness should be strengthened. It is understood that from 1992 Barcelona Olympic Games to the 2004 Athens Olympic Games, Chinese athletes wore the Olympic award dress made by Lining.

During the 2000 Sydney Olympic Games, Lining was awarded the "best prize equipment" by journalists from all over the world.

Today, the Lining brand will provide competition clothing and equipment for the 4 Olympic teams of the 2008 Olympic Games in Beijing, including diving, gymnastics, table tennis and shooting. Its design and technological content are not inferior to foreign brands.

Lu Yinyao said that many international first-line sports brands are made in China, most of which do not have core technology, so for China, the production of these products is not a technical issue, but a brand problem.

In the survey, 26.4% of the public believed that the Olympic brand should be used as the established brand. The most important thing now is to consider how to improve the competitiveness of the national brand.

"Our brand awareness is not enough. Many SMEs do not know how to build their own brand."

Lu Yinyao said that although government related documents have consciously guided enterprises to build brands in recent years, brand is a big concept, including packaging, design, marketing, promotion, corporate culture and so on.

He suggested that colleges and universities should establish "brand specialty" to train more professionals.

How can we enhance the competitiveness of national sports brands?

The ranking given by the public is: strengthening brand awareness, focusing on quality and service (83.4%); paying attention to core technology development (62.4%); strengthening patent awareness (57%); getting more protection and policy support from the state (48%); sponsoring some major sports activities, expanding the knowledge and influence (45%).

Mr Sun Chuan said that sports brands like ADI and Nike are much higher than the cost of production in terms of brand design, packaging, promotion and so on, and our national sports brand still stays in the accumulation stage when most of the funds are used for production.

"I have great confidence in the national sports brand."

Weng Zhigang said that our national sports brand is favored by low-income groups and young people because of its low price and high quality.

Therefore, the national sports brand should be promoted based on these groups, and will gain the strength of competition with the international first-line sports brands through a certain amount of capital accumulation.

In the survey, when asked "what kind of national sports brand do you have", the ranking given by the public is: Lining (79.7%), Anta (55.3%), XTEP (29.1%), double star (27.8%), free 361 (22%), Hongxing Erke (16.5%), Conway (12.2%).

In addition, 3.1% of people choose "other", and 4.2% of people say that the above brands do not like it.

When asked, "what are your favorite foreign sports brands", the ranking given by the public is: Nike (74.7%), ADI (65.4%), Puma (28.7%), back to back (22.9%), CONVERSE (22.7%), Reebok (20.8%), MIZUNO (8.2%), Camper (4.3%).

In addition, 4.6% of people choose "other", and 8.4% of people say that the above brands do not like it.