Quanzhou Brand Olympic Games To Build International Stage

The Olympic Games is a world-class arena for athletes and national images of all countries, and also a "Fashion Week" for brands all over the world, especially sports brands. In this four-year sports event, excellent achievements have been made in market development - 45 super brands have been signed successfully; There are 45 sponsors, 11 official partners, 11 official sponsors, 10 official exclusive suppliers and 13 official suppliers. Among them, three big brands come from Quanzhou, Fujian Province, which are Anta Sports - official partner, Panpan food - official sponsor and Shuhua Sports - Official supplier. Other brands (enterprises) participate in the Winter Olympics in other ways, such as sponsoring overseas delegation, franchising the role of commodity manufacturers, and participating in the Winter Olympics.

What brand strategies did Anta, Panpan, Shuhua and other brands use to participate in the Olympic Games, and what performance did they use to convey their brands? These are worth us to sort out and "double check".

Anta: high station communication system

From the live broadcast or broadcast of the Winter Olympic Games, the audience can frequently see the figure of Anta brand - 12 Chinese teams (short track speed skating, alpine skiing, steel frame snowmobile, sled, etc.) of the 15 Winter Olympic events wear Anta - Official rights and interests, Olympic endorsement, Anta brand has gained a great deal of energy and exposure. Anta tailor-made competition clothes for the Chinese team, technology helps Chinese athletes, and perfectly integrates products, brands and concepts with China team, Olympic Games and competitions. In this winter Olympic Games, Chinese athletes performed excellently. The "champion dragon suit" of Chinese sports delegation was made by Anta. Anta accompanied the athletes when their personal glory and national glory were blooming.

Anta's brand work is more meticulous. In addition to the award-winning equipment and the cooperation of the national team, Anta has an accurate grasp of key athletes and top class, so that the brand can gain more extensive influence. Gu Ailing is the best Winter Olympic Games. As early as 2019, Gu ailing officially joined the Chinese national team, and Anta successfully signed the contract as the brand spokesman in the same year! After Gu ailing won the gold medal of Freestyle Skiing women's platform event, Anta quickly launched her winning poster and launched it in the wechat circle of friends.

At the same time, Anta has obtained a lot of "communication materials" of black technology of products, such as speed-up of steel frame snowmobile shoes, high elastic drag reducing fabric, and hot technology of the same type of Winter Olympic uniform. It has been spread on various media, such as tremor, public account, microblog and portal website, to gain more fans. Offline, Anta launched flash stores, champion stores, 982 space, etc., and launched various forms of Winter Olympics ice snow interaction. In terms of public welfare - public welfare is a way recognized by generation Z with "uncertain demand" - Anta launched the "robust growth plan", and a group of children wearing Anta logo ski suits were very impressive.

Anta has made great achievements in this winter Olympic Games because of its long-term cooperation, careful preparation and high-intensity brand investment. From 2009 to February 2022, Anta, as an official partner of the seventh consecutive Chinese Olympic Committee, went through three summer Olympic Games and three Winter Olympic Games together with the Chinese Olympic delegation, and accumulated competition equipment for 28 Chinese national teams including swimming, gymnastics, short track speed skating, etc. In October 2019, Anta will become the first Chinese sporting goods brand to cooperate with the International Olympic Committee. In December 2021, Anta held the 30th anniversary celebration and the new decade strategy and sustainable development release activities in Jinjiang headquarters. In the keynote speech of Anta 30 + creating symbiotic value, Ding Shizhong, chairman of Anta board of directors, summed up five major strategic decisions in the past 30 years, the first of which is to be a brand! Thinking determines the way out, and pattern determines the outcome.

Pan Pan: strategy release and social voice

Since October 2021, Panpan food has been cooperating with the Winter Olympic test competition to provide packaged food for athletes, staff and volunteers in each competition area. It is understood that Panpan food provides 32 kinds of packaged food for the Winter Olympic Games and the winter Paralympic Games, including nuts, bread, biscuits, instant noodles, etc; These foods, which have been strictly inspected by the third party, can be found in Olympic villages, venues, hotels for international officials, and reception sites for state banquets. Compared with the sports brand that can directly "show up" on the field, the logistics work of Pan Pan needs to make more efforts in marketing and building momentum.

As a sponsor of the Olympic Games, brands and products naturally attract much attention. A brand leader of Panpan once said, "in the next year's Beijing Winter Olympic Games, Panpan will continue to increase marketing efforts, and carry out a series of more effective activities in combination with offline entity special events.". Let's briefly sort out what activities pan pan has launched.

The first is the strategic press conference of the Winter Olympics, with the brand winning the lead. In May 2021, the strategic press conference of Panpan food for Beijing 2022 Winter Olympic Games was held in ice cube. "Official sponsor of the Winter Olympic Games" announced to the whole country and the world that the high standard food and high quality of Panpan were delivered through the press conference. Another highlight of the press conference is that world champions such as Guan Xuan Lang Ping, Zhang Changning and Sui Wenjing have become brand spokesmen!

During the Winter Olympic Games, athletes from Czech Republic, Britain, Switzerland and other countries incarnated as food experts, evaluated Chinese snacks and gave positive comments in videos, which made Panpan Winter Olympic Village another brand popular; On the Internet, we have seen "Panpan food has become the exclusive supplier of 32 kinds of snacks in Beijing Winter Olympic Games, accounting for 7.6 billion yuan a year," and "how can Panpan food, the quality of Winter Olympics, be seen in the circle of friends of Winter Olympic athletes from all over the world?", "Panpan food high standard * * food safety of Beijing Winter Olympic Games", which is a beneficial supplement to the brand; I believe that after the press conference, in tens of thousands of sales terminals, Panpan and the Olympic logo were put together to show the consumers in the stores; Recently, a black science and technology product, freeze-dried instant noodles, developed for the Winter Olympics in Panpan, has been put on the market

Shuhua: equipment supply penetration communication

As the official supplier of Beijing 2022 Winter Olympic Games and winter Paralympic Games, Shuhua sports fitness equipment and supporting services have entered the Three Winter Olympic Village fitness centers, capital gymnasium and national snowmobile and sled center. According to the types of events and the central space of the three major competition areas, Shuhua sports provides customized programs to provide professional support and services for athletes' training. According to the official information of Shuhua sports, "as early as 2019, Shuhua sports actively supported the winter sports management center of the General Administration of sport of the people's Republic of China in organizing and carrying out many physical fitness competitions, and successively built a number of national team training bases.".

In February this year, the torch relay of Beijing 2022 Winter Olympic Games started in Beijing Olympic Forest Park. Zhang Weijian, chairman of Shuhua sports, participated in the torch relay, which was reported by many media. On February 10, an article entitled "Winter Olympic Games ignites ice and snow economy and layout of domestic brands to seize the beach" (source: Economic Reference News) was released on the client side of Xinhua news agency. From the aspects of "the earliest entry into the Winter Olympic Games", "customized solutions" and "conducive to the expansion of foreign business", Shuhua has a small number of reports, reading more than 1.14 million.

During the Winter Olympic Games, Icelandic and Argentine athletes wrote thank-you letters to Shu Hua. The coach of the Chinese short track speed skating team shared the exercise video with the team members, and Shu Hua appeared on the camera. After the wonderful closing of the Winter Olympics, Shuhua sports sent congratulatory letters to the Chinese sports delegation and the winter sports center of the General Administration of sports

With multiple participation, Quanzhou brand has created many "other ways".

In a "2022 Beijing Winter Olympic Games sports brand value list" (source: sports big business), I see that the 15th is peak. According to the information on the list, the overseas national team athletes sponsored by peak won 5 gold medals, 5 silver medals and 3 bronze medals, with a total of 13 medals. Peak provides equipment for the delegation of Belgium, Brazil, Iceland and other seven countries to participate in the global competition of the Winter Olympics in "another way". Besides, Tan Tuo outdoor is the equipment sponsor of Kyrgyzstan national team. Jiumuwang has reached a six-year strategic cooperation with the Chinese sports delegation (2018-2024), and is the supplier of delegation dresses.

Outside the Winter Olympics, Quanzhou has created another home. This year's Winter Olympic Games, mascots "ice mound" and "snow Rong Rong Rong" are out of the circle. It's hard to find one! The "ice mound" and "snow Rong Rong Rong" of the ceramic version have been preserved for a long time with exquisite colors. They have inherited the thousands of years of Dehua porcelain firing technology, and the exquisite products they offer are unforgettable! Shunmei group of Dehua in Quanzhou is the only authorized manufacturer of "bingdundun" and "xuerongrong". Jinjiang Hengsheng toys are one of the three licensed manufacturers of the Beijing Winter Olympic mascot "bingdun", according to people's daily jinjiang.com. Haoersai technology, founded by Quanzhou people, has participated in lighting projects of more than ten projects of Winter Olympic venues, Jiumu has participated in the high-quality bathroom space solutions for the upgrading of bird's nest. Mr. Cai Guoqiang, a famous world-class artist in Quanzhou, is the general visual art designer of the opening and closing ceremonies of the Beijing Winter Olympic Games

The Olympic Games is the world stage, is the global athlete, is the global brand competition big stage. The steady growth of China's economy, the steady development of society, the inheritance and innovation of culture, and the vigorous vitality jointly support our cultural confidence. Next, Chinese brands and Quanzhou brands should still work hard and invest more in science and technology R & D and intelligent production, so as to realize technical self-confidence. From cultural self-confidence to technical self-confidence and brand self-confidence, Chinese brands will surely step up to the international stage.