The London Olympic Games Came To An End 80% Of The Sponsors Of The Olympic Games Did Not Achieve The Expected Results

Early this morning, Beijing time, the high-profile London Olympic Games ended at the London Bowl Stadium.

During the 16 day race, Chinese athletes galloped on the Olympic field, performing Chinese moments of winning gold and silver. However, compared with the excitement of the Beijing Olympic Games London Olympic Games None of the top partners is from mainland China.

In fact, Chinese enterprises have never been far away from the Olympic Games. Figures show that nearly 60% of the Olympic Games licensed souvenirs are "made in China". At the same time, the costumes used by multinational delegations for competitions and the equipment used for Olympic Games competitions are mostly from mainland Chinese enterprises.

In order to win the first place in the business war, enterprises also compete at all costs to bet on the scarce resource of Olympic champions. So why do enterprises march into London in a curve? Who is the real winner behind the bet? The London Olympic Games in full swing has created a stage for Chinese enterprises to show themselves. At 8:00 p.m. local time on July 28, the night fell over the city of London, and the air was full of damp smell. In the backstage studio of London Bowl Stadium, Zhuang Yan of Beijing Crystal Digital Technology, as the digital content service provider of the opening ceremony, is wearing headphones and staring at the display screen not far away. In a few minutes' time, the digital content provided by this company will be broadcast to the world synchronously through the satellite launch device. As an important part of the modern Olympic Games, this company will provide commercial sponsorship for the Olympic Games together with Coca Cola, General Electric, McDonald's and other enterprises.

However, compared with the enthusiasm of Chinese enterprises in the Beijing Olympic Games, among the partners of the London Olympic Games, the number of Chinese enterprises dropped from the previous 20 to 2. In sharp contrast, 90% of London Olympic Games souvenirs come from abroad, of which 65% are made in China. At the same time, the appearance clothes of Chinese, American and British delegations, as well as the competition equipment including table tennis, are mostly from enterprises in mainland China.

While focusing on the outside of the Olympic Games, businesses are also focusing on the game itself, especially the selection of stars at any cost, which is more like a gamble.

　 Sponsorship withdrawal

The number of sponsors of this Olympic Games from China has dropped from 20 at the time of Beijing Olympic Games to 2.

In the streets and lanes of London, Chinese elements can be seen everywhere, from the competition clothes and equipment to the mascot "Wenlock" and small commemorative medals.

At 4:00 a.m. on July 28, the moonlight sprinkled on the dark blue sea, and the air was cool and refreshing. In an ordinary house in Pulandian, Wang Xia, wearing a ponytail, leaned back on the sofa and waited in front of the TV for the opening of the London Olympic Games. Wang Xia, an avid fan of Yi Jianlian, paid more attention to the American delegation, the sixth from the bottom, than the Chinese delegation with him as the flag bearer.

As a seamstress of Dayang Chuangshi in Dalian, this London Olympic Games is the second time that she has sewed the appearance clothes for the American delegation for the Olympic opening ceremony after the Beijing Olympic Games. "It took two months just to play the plate type." Wang Xia said that the plate making process was extremely complicated. Because the athletes had special figures, some legs were long and some waist was thick, so each set was customized. At the same time, the clothes made in advance should also be mailed to the United States for athletes to try them on, and then listen to the designers' opinions. After seeing the appearance of the US team, Wang Xia expressed her excitement. Wang Xia said: "Clothing is not only comfortable and fit, but also reflects the perfect design concept."

Zhiyong, the head of the public relations department of Dayang Chuangshi, said that four years ago at the Beijing Olympic Games, Dayang Chuangshi became attached to the US team and processed 3000 sets of dresses for the then US sports delegation. "Just because of that successful cooperation, Ralph Lauren did not hesitate to hand the order to us again this time." Zhiyong said that it was not only the American sports delegation, but also Warren Buffett, the "stock god", who had become friends with Dayang Chuangshi. Even his friend Bill Gates and partner Charlie also customized the TRANS suit.

Dayang Chuangshi is not alone: in addition to the American sports delegation, Chinese and British sports delegations also have their appearance clothes from Chinese enterprises. A clothing company from Ningbo also won the competition clothing contracts of Czech and Slovak countries. The London Bowl, as the main stadium, is also full of Chinese elements: the artificial lawn is from a company in Beijing, the chairs in the stadium are all made in Shanghai, China, and most of the flags of the participating delegations are made in Wuyi.

Alibaba's data shows that 90% of the licensed souvenirs at the London Olympic Games were made abroad, of which 65% were made in China. At the same time, more than two-thirds of sports equipment, as well as sports apparel and other equipment, are manufactured by Chinese enterprises. However, in sharp contrast, the number of sponsors from China for this Olympic Games dropped from 20 at the time of the Beijing Olympic Games to 2. Among the 11 top sponsors of the International Olympic Committee, Chinese mainland enterprises turned in blank slips, and only Acer, a company from Taiwan, China, ranked among them.

Among the sponsors of the host country, compared with the seven sponsors of the 2008 Beijing Olympic Games, only one Chinese mainland enterprise was listed, that is, Beijing Crystal Digital Technology. {page_break}

　　 Big fight

　　 Anta Sports spent 600 million yuan to defeat Adidas and Li Ning Sports and become the exclusive sports clothing sponsor of the Chinese Olympic Committee.

Made in China has always been a hot topic, especially for Chinese enterprises that urgently need to go global. The London Olympic Games is the right time.

At 8:00 a.m. on August 10, after breakfast, it happened to be close to work time. Workers in uniform, like Wang Xia, also began to rush to the factory gate from all directions. The factory building has three floors, each with 4500 square meters. The green artificial grape trellis bisects the workshop. The process here is all manual, so there is no imagined assembly line. Wang Xia said that such a garment making process is more like a mother looking after a baby in swaddling clothes.

However, Dayang Chuangshi is still criticized even though it is supported by high industry popularity and exquisite craftsmanship. As early as before the opening of the London Olympic Games, some media questioned the appearance clothing style of the U.S. delegation. The clothing sponsor Ralph Lauren said that the uniforms of the U.S. team for the 2014 Winter Olympics would be produced in the United States. In fact, the order of processing dresses for the American delegation is not large, even a small list. In Dayang Chuangshi's view, processing dresses for the American delegation brings more recognition to this company.

At the same time, Song Riyou, the general manager of Shandong Yantai Nanshan Bowen Clothing Co., Ltd., said that the 11000 suits made by the company for the British sports delegation were not only complex in technology and huge in cost, but also only about 4000 yuan per set. It was almost difficult to say the word "profit". Song Riyou said that the enterprises mainly focus on the follow-up market effect. After all, the company's products appearing in the London Olympic Games will bring unexpected advertising effects to enterprises.

In fact, when Made in China went to London, most of them also experienced fierce industrial competition. Xiong Zhangfa, assistant general manager of Hangzhou Huaying Group, said that although the "Invincible" brand rowing boat produced by the company had previously been selected by more than 80 national and regional sports teams, and the athletes who used the boat had won more than 300 world championships and Olympic medals. However, during the bidding for the Olympic Games, we still encountered strong competition from six countries. It took four months to finally win the recognition of London with the first overall result in a number of assessments.

In addition to being strongly attacked by overseas peers, Chinese local enterprises are also competing one after another for the Olympic cake. Public reports show that after the 2008 Beijing Olympic Games, Anta Sports saw a huge business opportunity to sponsor the Chinese sports delegation. Anta Sports spent 600 million yuan to defeat Adidas and Li Ning Sports, and finally became the exclusive sports clothing sponsor of the Chinese Olympic Committee.

At the same time, between Li Ning Sports, PEAK Sports, Hongxingerke Sports and Jordan Sports, it was only after you came and went for several rounds that Li Ning finally signed sponsorship contracts with five Chinese teams, including table tennis. It can be said that Chinese sports brands have clearly realized that it is difficult to rely on OEM, and it is imperative to go abroad and take advantage of the Olympic platform.

　　 Gambling

Yi Siling and lindane The "mix and match" dress fully shows the mentality of Chinese sports clothing brands, hoping to raise their popularity with the help of the Olympic Games.

In and out of the Olympic Games, Chinese enterprises have launched a life and death struggle around the issue of "ownership" of sports stars.

At 6:00 p.m. on July 28, at the British Royal Artillery Battalion outside London, Chinese girl Yi Siling won the first gold medal for the Chinese sports delegation in the 10m air rifle final with a weak advantage of 0.7 ring. However, careful viewers can easily find that Yi Siling wore Anta sneakers and Li Ning brand sports socks when participating in the competition. At the subsequent award ceremony, Yi Siling changed into Anta Sports' "Champion Dragon Clothes".

In the London Olympic Games, Yi Siling's "mix and match" look is not unique. In the men's singles badminton event, after Lin Dan won the championship and celebrated with head coach Li Yongbo, Li Yongbo immediately handed Lin Dan a "dragon suit". In fact, the official sponsor of Lin Dan's Chinese badminton team is Li Ning Sports, including Lin Dan's clothes, rackets and other sports equipment, which are also provided by Li Ning Sports.

In this regard, Lv Shuang, a sports agent of our province who helped the CBA team to introduce several foreign aid, said that the "mix and match" of Yi Siling and Lin Dan fully demonstrated the mentality of Chinese sports clothing brands and hoped to raise their popularity with the help of Olympic marketing. Lv Shuang said that it is generally accepted in the world that the brand awareness will increase by 1% for every 100 million dollars invested, while the number of sponsorship of the Olympic Games will increase to 3%. It is not difficult to explain why among the top sponsors of the Olympic Games, Fortune 500 enterprises frequently appear.

It is well known that Sun Yang became the most popular star of the Chinese sports delegation after winning the gold medal of men's 400m and 1500m freestyle at the London Olympic Games this year. At the same time, around Sun Yang, there are various topics related to business, including sports brands that are eager for talents. Lv Shuang believes that the reason why this happens is that he is engaged in mainstream sports and has achieved excellent results. However, the most important thing for businessmen is his young and handsome appearance, healthy appearance and unyielding sportsmanship. "After the London Olympic Games, his commercial value will definitely replace Liu Xiang and become a top star at the same time." Lv Shuang, who is familiar with sports marketing, said that Sun Yang and Liu Xiang are comparable, especially when Yao Ming retires, Li Na's achievements are difficult to break through, and Liu Xiang retires again due to injury, Sun Yang will fill the vacancy of Chinese sports idol in time. According to public reports, Li Na won more than $3 million in prize money last year, while her total income last year was about $20 million. More than 80% of her income came from commercial endorsements or sponsorship. "People only see the scenery of sports stars, which is actually related to successful business operations." Lv Shuang took Liu Xiang as an example. As early as before the 2004 Athens Olympic Games, after seeing Liu Xiang's excellent performance and super plasticity, Nike took the initiative to sign Liu Xiang. "At that time, the sponsorship fee was only 250000 yuan per year, and it only rose to 350000 yuan before the 2004 Olympic Games." Lv Shuang said that Nike was the ultimate beneficiary when Liu Xiang used his perfection to conquer Chinese all over the world. {page_break}

　　 De stocking

Last year, the inventory of Li Ning Sports reached 1.13 billion yuan, twice that of 2008. The inventory of Anta Sports and Tebu International also reached 618 million yuan and 671 million yuan respectively.

For Chinese enterprises, sports marketing is still a strange topic, and it is crucial to build a marketing team with professional knowledge.

Ye Shiwen, also from the Chinese swimming team, has the same commercial potential as Sun Yang, and is destined to become another sports star with tens of millions of dollars after Yao Ming, Liu Xiang and Li Na. Ye Shiwen was criticized by foreign media during the London Olympics. Lv Shuang said that for this reason, as a 16-year-old girl, Ye Shiwen will be more concerned by Chinese people.

In fact, it is just like this. According to public reports, after last year's World Championships, Sun Yang became the focus of sponsors' competition, and won a 3610 7-digit advertising contract and endorsement of Yili Dairy Products. At the same time, the thunder with the same beautiful and sunny appearance and the confident and tenacious spirit in the competition was also favored by BMW before the London Olympic Games, and became the spokesperson of the new season of "Joy" theme advertising.

"This kind of enterprise usually has a special team." Lv Shuang said that to be selected by sponsors, in addition to having considerable championship strength and engaging in mainstream sports, it is also beautiful and healthy. "But more often, it is the sponsors who catch up." Lv Shuang said that such athletes are few and few, and their value often soars after they become famous, so most enterprises will foreshadow in advance, "for example, sponsor the entire sports team."

According to public data, 61 enterprises sponsored the Chinese sports team at the London Olympic Games. Among them, the number of Chinese men's basketball teams is the largest, reaching 19 sponsors. However, in archery, trampoline, weightlifting, even triathlon, women's water polo and other events, there are at least four sponsors. However, Bai Tao, a teacher of Shenyang Institute of Physical Education, said that this strategy of Chinese enterprises was not unrelated to the "Liu Xiang Effect".

Bai Tao said that after winning the championship in Athens in 2004, Liu Xiang became the favorite of advertisers. On the eve of the Beijing Olympic Games, Liu Xiang carried 12 world top brand contracts, and his annual income of 163 million yuan was second only to Yao Ming on the Forbes China ranking list that year. Bai Tao said that in his research, he found that there were two plans for the winning or losing enterprises of the competition. However, the third situation caused advertisers to complain incessantly. "Sponsors can only learn more cleverly and will not give up the whole forest for one tree."

At the same time, Chinese enterprises have given up direct sponsorship of London, which is related to the current complex and severe economic situation. On June 12 this year, Li Ning Sports announced that the order amount in the fourth quarter of this year had dropped to double digits year-on-year. Earlier, Anta Sports also announced that the order amount also showed a double-digit percentage decline. At the same time, the inventory of Li Ning Sports last year reached 1.13 billion yuan, twice that of 2008. The inventory of Anta Sports and Special Step International also reached 618 million yuan and 671 million yuan respectively.

　　 Who is the winner?

A survey by the International Olympic Committee showed that 80% of the sponsors of the Olympic Games did not achieve the expected results, and some did not even achieve any results.

No one dares to claim victory in front of the gambling game. Behind the betting sports marketing is the business logic of the Chinese sports brands that are shy and short-sighted.

Public data shows that from the Beijing Olympic Games to the Shanghai World Expo, and then to the current London Olympic Games, Beijing Crystal Digital Technology has always been closely linked with social hot events. Lu Zhenggang, the chairman of the company, said that the future of the company is to lead in the world. The Beijing Olympic Games is an important opportunity, while the London Olympic Games has made the company completely internationalized, despite the company's continuous losses in London projects.

However, for most sponsors, it is "imperative" to march into London in a curve. Liu Wenfeng, partner of PKU Zongheng Management Consulting Group, said frankly that the current European debt crisis is full of uncertainty, especially as a listed sporting goods company, it needs to explain to shareholders. For example, the stock price of Li Ning Sports, which was deeply affected by inventory pressure, soared by 12.15% due to the opening of the London Olympic Games. At the same time, Tebu International, Peak Sports and 361O also rose 8.75%, 8.93% and 5.71% respectively.

At the same time, as the top sponsor of the Olympic Games, Acer from Taiwan, China, also faces the same problem. Public data shows that Acer Group, as the world's third largest PC brand, is also suffering from declining performance and hopes to improve its brand image and drive performance growth through the Olympic arena. Jordan Sports, dragged down by the trademark lawsuit, also sponsored three delegations from Kazakhstan, Turkmenistan and Mongolia this time.

In this regard, Bao Ming, director of the Sports Social Science Research Center of the Institute of Sports Science of the General Administration of Sport of the People's Republic of China, believes that the number and funding of sponsors are increasing, which shows that manufacturers are increasingly aware of the commercial value of athletes, especially Olympic champions and other star athletes, as well as the role of these star athletes in promoting the brand of enterprises. In this regard, Lv Shuang's view is that sponsoring the Chinese delegation is to sponsor BOCOG, which can get more contact opportunities with athletes, in order to win sports stars before industry rivals.

Lv Shuang said that 362O signed a contract with Sun Yang before the Olympic Games, which is not unrelated to the good cooperative relationship between 362O and the Chinese swimming team and the BOCOG. "In fact, it is not the athletes who really benefit, most of the income goes to the accounts of the centers." Lv Shuang said, because the training and competition costs of many events are borne by the sports centers. Taking the swimming center as an example, the endorsement fees of athletes will be distributed according to 1/3 of athletes, 1/3 of the center, and 1/3 of the competition awards.

Lv Shuang said that it was precisely this way of distribution that led to Sun Yang's previous feud with the swimming center, which also led to Tian Liang's direct withdrawal from the national team. Liu Wenfeng said that for those big sponsors, what they care about is making customers fall in love with them. A survey by the International Olympic Committee showed that 80% of the sponsors of the Olympic Games did not achieve the expected results, and some did not even achieve any results.

On the contrary, in the four years from 2009 to 2012, the IOC's revenue from top sponsors increased by 10.5%. There are also public survey data showing that in the survey of world famous brands, the highest proportion of recognition is the five ring logo of the International Olympic Organizing Committee.