The Olympic Games Is A Fashion War Without Gunpowder.

The fashion war in 1936, the Olympic Games in Berlin, which is almost eliminated from the Olympic history, is what we are constantly obsessed with, but those who are dressed in fashionable sportswear are probably the first time for the design and quality to enter the Olympic stage.

In the 1964 Tokyo Olympic Games, sportswear entered the daily life of people in a fashionable fashion.

At that time, the whole world was on the eve of the economic recovery, and the rich visual sense began to blend into the costumes. Various new materials suitable for making sportswear also emerged one after another.

At the same time, sportswear is becoming more and more fashionable. People of all ages begin to like to wear sportswear in the streets of the world, and the relationship between Olympic Games and fashion is becoming more and more intimate.

Today, 2008 will usher in the 112nd year of the Olympic Games. The 112 years witnessed the vicissitudes of the times and witnessed the vicissitudes of people's lives.

From the beginning of the same stereotyped to today's personality fashion, everything has changed dramatically.

Since Ueberroth, a business wizards, has creatively combined Olympics and business together and made the 1984 Losangeles Olympic Games "the first money - making Olympics", it is well known that the commercial potential of the Olympic Games should not be underestimated.

Sports events have broad and far-reaching influence because of their strong participation in life and civilians, and the Olympic Games are obviously the brightest stars in the middle.

After more than 100 years, with the popularity of the Olympic Games, more and more brands have been achieved by the Olympic Games.

At present, all the 08 Olympic sponsorship enterprises such as LOGO, Adidas, Heng Yuan Xiang and so on are the first to win the sponsorship of all kinds of Olympic Games.

Prior to this, there was an early contention between Adidas and Lining. Nike announced its sponsorship of some sports teams' costumes, including wrestling, hockey, fencing, track and field and other projects, while the local brand Li Ning Co also created 4 new Olympic Games "dream teams".

Overseas, the major brands are also actively sponsoring their Olympic costumes. The US delegation originally selected Roots, a Canadian clothing company, as a clothing sponsor. But in January this year, the design submitted by Roots to the US Olympic Committee was considered too casual. So it was replaced by Polo, and the V collar tennis shirt and tie displayed by Polo were embroidered with Beijing's Chinese characters on the shirt.

At the same time, some sports brands sneaked into the Olympic battleground in the way of sponsoring star athletes. The endorsement of Nike's Liu Xiang is a good example. As early as last November, Nike's limited edition of the 2008 Beijing Olympic Games limited edition was issued.

At the same time, in addition to sports costumes, the major players have joined the Chinese elements, and are keen to launch various Olympic commemorative edition costumes.

Whether business is greater than fashion, for those who have been brainwashed and paralyzed by material society, we can calm down this fashion war without smoke, and watch the Olympic business conference.

We know that the connotation of competition is far from the superficial hand to hand, and the rules of commercial infiltration create a fashionable folk prescription.

Heng Yuan Xiang (Heng Yuan Xiang blog, Heng Yuan Xiang, Heng Yuan Xiang) said that the Chinese surname is the eighty-first year of Heng Yuan Xiang (Heng Yuan Xiang blog, Heng Yuan Xiang, Heng Yuan Xiang).

The three words of Heng Yuan Xiang are taken from the couplets of Heng Luo department store.

In 1927, Heng Yuan Xiang's brand came out in Nanjing Road, Shanghai. Later, like other old brands, Heng Yuan Xiang was on the rise and fall in the days of war and turmoil.

The whole set of Olympic ceremonial equipment designed by Heng Yuan Xiang includes: top coat, trousers (skirt), shirt, ceremonial cap, necktie (scarf), belt, etiquette shoes and so on.

Among them, the etiquette and equipment of the technical officials are mainly blue and white, with white shirts, and the etiquette and equipment of Chinese athletes adopt the traditional "red and yellow match". Men's clothing is fitted with yellow shirts on the red, the Olympic rings, and the women's clothing is equipped with red hanging belts and auspicious cloud scarves on the yellow.

The lower garment, hat, waist belt and etiquette shoes are all white.

In 2008, Heng Yuan Xiang, the sole sponsor of the Beijing Olympic Games in the Chinese textile industry, will design and manufacture more than 10000 suits for the Beijing Olympic Organizing Committee officials, Olympic technical officials and Chinese sports delegation, while providing 25000 sets of home textile products for athletes village and media village.

The arrival of the Olympic Games has made the old brand Heng Yuan Xiang again connected with the fashion of new China, which represents another business opportunity. As Mr. Liu Ruiqi, chairman and President of Heng Yuan Xiang group, said, "we want to learn the pattern of making money in the Olympic Games."

For Heng Yuan Xiang, the Beijing Olympic Games has ended the Nandu weekly: Heng Yuan Xiang has long been concerned about sports events and talked about the relationship between you and the Olympics.

How to treat this as a sponsor?

Liu Ruiqi: actually, for Heng Yuan Xiang, the Beijing Olympic Games is over.

In the 96 year, Heng Yuan Xiang had hoped to become an Olympic sponsor, and began to do Olympic marketing activities.

In July of 01, when the state applied for the Olympic Games, we immediately began to apply for Olympic sponsorship projects. At that time, we were very special, because in the past 100 years of Olympic history, there were no textile and garment enterprises (non sports category) becoming sponsors. We must first authorize the International Olympic Committee to give the Beijing Olympic Organizing Committee to negotiate.

In general, Olympic sponsorship companies will consider how much they invest and how much money they earn.

But it seems to us that the success of an Olympic sponsorship enterprise depends on how many people still remember the Olympic sponsorship enterprises after the Olympic Games in some years after the Olympic Games.

Nandu weekly: Heng Yuan Xiang, the only textile sponsor of the 2008 Olympic Games, do you think what kind of business opportunities will the Olympic Games bring to you?

Liu Ruiqi: for Olympic sponsorship companies, we can not use the Olympic combination after December 30, 2008, so we are now going to set up a relationship with the Olympic Games. We have already focused our work on the post Olympic era.

During the Olympic Games, there will be no advertisement for Heng Yuan Xiang.

Why did Heng Yuan Xiang sponsor the Olympic Games?

I want to learn the pattern of making money in the Olympic Games. International Olympic Committee is the most powerful and most branding organization.

The five rings are the marks of the highest recognition in the world. The Olympic Committee neither trains athletes nor sports venues, but it can mobilize many resources by brand, forming a huge value chain, and formulating rules of the game.

What we need to learn is how to build a brand like it and build a brand model. This is what we have a deeper meaning.

A group came out, the most shocking one is the color Nandu weekly: the latest Olympic ceremonial costumes are of great concern. Clothing uses red and yellow as the dominant colors. Some people think that the design is too conservative. Some netizens even call it "tomato scrambled eggs". How does Heng Yuan Xiang, a manufacturer, treat the public's reaction?

Liu Ruiqi: This is a process of public cognition.

At that time, we emphasized the proposition that "the Olympic Games etiquette equipment design competition" was "the elements of history", "the wisdom of the moment" and "the concept of the future".

Maybe for us Heng Yuan Xiang, we need several generations to push ahead.

The appearance of Chinese athletes in the opening ceremony in August 8, 2008 is not a simple appearance. At that time, the representative of the Chinese excellent children came out, and when it comes to this suit, it must be done for something.

It can be said that the style is not important and the pattern is not important. The most shocking thing for a group is your color.

We did a lot of lighting and color analysis, which is the focus of our work.

We have received a large number of manuscripts. What kind of design is there? There are music, art, culture and other experts in the whole review group, of which clothing experts can not be more than 1/3, because this is not a problem that can not be completely considered in the field of clothing, which must be the most widely recognized process of the whole nation.

What is the historical element?

Is it really necessary to bring out the Han costume?

Tang costume and Hanfu are the wisdom of the Chinese people over the past one thousand years, not the wisdom of the lower ones.

We must have the wisdom of contemporary Chinese in our dress design, including styles, fabrics, processing and so on, all of which are suitable for the present, and must have the origin and future concepts of the past. The future is a very broad term. When the athletes wear this suit in the future, foreigners can identify with one eye: This is Chinese clothing.

So in the process, we must discard some things. Although the design can be the most non binding design, when we integrate, we must combine the information with each other.

This set of clothing is a special group of people on special occasions wearing a suit, it is different from our daily life clothes.

It is focused on special occasions, so color plays a decisive role.

Nandu weekly: before the vigorous Olympic ceremonial equipment design competition, more than 1000 manuscripts have been received, which brings together the wisdom of the outstanding designers. Why do we choose the present dress?

What are the greatest difficulties encountered in making dresses?

Liu Ruiqi: actually, this dress is not decided by Hengyuan Xiang. It is the result of the joint discussion of Hengyuan Xiang and the State Sports General Administration.

Heng Yuan Xiang only provides such a job, a service and a resource support.

At the beginning, we explored from culture. There are several colors representing the national colors of China, from "China red to yellow glazed yellow, Sophora japonica green, blue and white blue, the Great Wall ash and jade fat white", which include the last two colors we used, red and yellow.

This work is not the individual's simple wisdom of a designer. It is the result of collective discussion.

"Nike's sword goes sideways", compared to the moment when athletes receive awards, we are more interested in athletes' enjoyment and concentration in sports.

Charlie Danson, Nike brand global president, has said so.

This seems to explain Nike's sponsorship strategy: it does not spend huge sums of money to sponsor Olympic events or delegations, but sign up with 22 Chinese sports associations to provide sports equipment.

In the Olympic business competition, Nike chose the strategy of another sword taking advantage.

Danson said: Nike emphasizes sports technology, emphasizes links with individual associations, and more importantly, hopes to build deeper and more meaningful contacts with consumers in the future Chinese market.

In the design of equipment, apart from the large number of Chinese elements, Nike emphasizes more on the achievements of scientific and technological research since then.

Nike has entered China for more than thirty years, but 2008 is "just a beginning".

In the design of equipment, apart from the large number of Chinese elements, Nike emphasizes more on the achievements of scientific and technological research since then.

Nike has entered China for more than thirty years, but 2008 is "just a beginning".

Adidas Olympic dream in 1928, when Adidas's founder, ADI dash, made the first track shoes for athletes who participated in the Amsterdam Olympic Games, Adidas's dream was closely linked with the Olympic spirit.

In the 2008 Olympic Games, Adidas not only provided equipment for the German Olympic team, but more than 3000 athletes, 16 national Olympic committees and 214 national (regional) sports federations, 100 thousand volunteers, staff and all the torchbearers will be wearing Adidas sporting goods. Adidas has exclusively produced 43 different styles of shoes for this competition.

"Winning the award dress that really belongs to the Chinese people" is Adidas's exclusive dream for the 2008 Beijing Olympic Games.

Before the Olympic Games, the Chinese sports delegation's award dress was organized and decided by the State Sports General Administration. This time, Adidas and the Chinese Olympic Committee held out their hands to the global Chinese people. In February 2007, they announced the "Beijing 2008 Olympic Games Chinese sports delegation's award dress design competition". This is the first time in history that the way of open recruitment has been adopted to decide the design scheme of the Chinese Olympic delegation's award dress.

The competition has collected works in the global Chinese community. The collection process lasted for more than 3 months, and received more than 2000 works.

Olympic award dress overall design gorgeous atmosphere, color choice.