"Secret War" The National Tide Brand Of Tokyo Olympic Games: Emergence, Growth, Transformation And Transformation

On August 8, the Tokyo Olympic Games came to an end, and the Chinese delegation achieved the best results in the Olympic Games outside China, and a number of events achieved historic breakthroughs.

According to the data previously announced by the International Olympic Committee, the sponsorship revenue generated by the 2020 Tokyo Olympic Games exceeds 3.1 billion US dollars, almost three times that of previous Summer Olympics.

Among them, there are many Chinese brands: Nongfu Shanquan, red bull, Yibao and other beverage brands, Jinling sports, Hongshuangxi and other equipment brands, sports brands such as Li Ning, Anta, peak, 361 degree and special step are regular customers of Olympic sponsors. There are also broadcasting platforms such as shuoyin, Kuaishou and Tencent.

From the development path of many domestic sports brands, it is an important way to strengthen the brand influence in sports field by providing sponsorship for major international events. This Tokyo Olympic Games, is obviously each big domestic Sports Brand Strategist must contend for.

This year, the secret war between major domestic sports brands is still on.

Chinese sponsors

Generally speaking, the sponsors of the Olympic Games are divided into three levels, namely, the top sponsors, the current Olympic sponsors and the National Olympic sponsors. Sponsors correspond to different levels and have different rights to use and publicize the Olympic emblem and logo.

Top sponsors are the highest level in the Olympic sponsorship hierarchy. There are only 14 brands in the world that cooperate directly with the International Olympic Committee (IOC).

Among the 14 top sponsors, 7 are from the United States, 3 are from Japan, and the other 4 are from China, France, Switzerland and South Korea.

Alibaba is the only top sponsor in China, and its cooperation with the Olympic Committee is not long. In 2017, Alibaba became the official partner of "cloud services" and "e-commerce platform services" for the Olympic Games, with a term of cooperation up to 2028.

Alicloud is the global designated cloud service provider for the Olympic Games. It provides cloud computing support for Olympic Broadcasting. "Technology is crucial for this year," IOC President Bach said. For the first time, we have adopted cloud to support global communication, which is the highest level of digitalization. "

Different from top sponsors, the number of sponsors of the current Olympic Games is more and more diverse. There are 67 domestic enterprises in Japan sponsoring the Olympic Games.

As for the National Olympic sponsors, the lineup is more large and complex. The athletes themselves are one of the most important advertising carriers for brands. The "logo" on the clothing of athletes from all countries has brought immeasurable marketing effect.

According to statistics, there are at least 16 brands providing clothing sponsorship for the Chinese team in this Olympic Games, including international well-known sports brands such as Nike, ADI and andema, domestic sports clothing leaders such as Anta, Li Ning, 361 degree and peak, as well as sportswear and equipment brands focusing on single field, such as zhouke, YONEX and biyinlefen, And particle fanaticism, a new domestic minority sports brand.

In terms of video broadcasting, the copyright owners of new media for the Tokyo Olympic Games are CCTV, Tencent, Migu and Kuaishou.

According to incomplete statistics, during the Tokyo Olympic Games, more than 40 related columns were planned by the four copyright owners' video content platforms.

Undercurrent of Guochao brand

What athletes wear to win the championship is obviously the most concerned by the market. And "Olympic style", become the biggest with goods label.

Since China's Yang Qian, a Chinese shooter, won the Olympic championship on July 24, some businesses have said that the same type of "duck hairpin" could only sell 800 pieces a month before. Now it has sold 130000 pieces in ten days, making a profit of 230000, which is more than the total income of previous years in a month.

According to CCTV news reports, during the Olympic Games, the passenger flow of sports brand stores in many department stores and shopping centers has increased significantly, and the sales volume of domestic sports brands has soared. Some consumers specially went to the store to buy shoes of the same type as the champion and thought that "it is more commemorative value".

From the development process of Chinese local sports brands in the past, the sponsorship of major sports events and the signing of sports stars are the best way to enhance the brand value.

The 21st century economic reporter learned that Anta has cooperated with the Chinese Olympic Committee for eight consecutive Olympic Games, providing 28 Chinese national teams with Olympic equipment. In addition, Anta is a partner of BOCOG.

According to the sales data, Anta's commemorative edition of the Chinese sports delegation's award-winning shoes for the Tokyo Olympic Games is priced at 699 yuan, and its official flagship store of tmall has sold more than 3000 pairs within a month.

Li Ning brand is also a frequent visitor on the Olympic field. Since 1992, Li Ning has been the sponsor of China's Olympic delegation's prize winning equipment for four consecutive Olympic Games, and the 2008 Beijing Olympic Games has made him famous.

Although there are not many sponsors in this Olympic Games, Li Ning still holds the gold medals of diving team and table tennis team.

In addition to the common big brands, there are also some less well-known small brands to follow the athletes to win medals in the Olympic Games.

The sponsor of China's national rowing and Canoeing Team is particle fanaticism, a small domestic sports brand founded in 2015, which can be called a black horse among the sponsors of the Olympic Games. According to qixinbao data, the brand was founded by Shanghai Chijian Technology Co., Ltd. in November last year, the company received a c-round financing of 100 million yuan from Hillhead venture capital.

The 21st century economic reporter searched the brand on an e-commerce platform and found that particle fanaticism has begun to take advantage of the momentum of marketing. Many products have been labeled as "national team of the same type". A yoga pants monthly sales of more than 300 pieces.

Analysts believe that the Olympic Games, for the public brand has a certain degree of popularity, is marketing, and for professional niche brands such as particle fanaticism, more is "breaking the circle", effectively improving the brand's awareness in the public domain.

In addition to sponsoring the Chinese national team, domestic brands are also actively going out to sea.

For example, Li Ning became the clothing sponsor of Mexico team, while peak contracted the clothing sponsorship of Brazil, New Zealand, Slovenia, Ukraine, Romania, Iceland and Belgium.

Both the Olympic Games and the traffic feedback from the generous donations of many sports brands in the flood disaster in Henan Province are a reflection of the rise of the national tide. The root cause is the continuous improvement of China's shoe and clothing supply chain, the continuous improvement of product strength, the promotion of diversified marketing and channels, and the cultural self-confidence of the new generation of young people.

Wang Qiong, fashion director of Huali Zhi, who focuses on fashion research, told the 21st century economic report that "Chinese brands will be more popular with domestic consumers. This is also the best time for Chinese brands to emerge, grow rapidly, rise and even transform. If brands want to achieve rapid development, they should look inward and find their original intention and genes, Combing the advantages of enterprise organization, and combining with the market competition situation, formulate appropriate transformation strategy. "

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