From full advertising to the provision of game equipment

Made in China enters the main Olympic track

　　Han Yadong

　　This is a "landscape" that cannot be ignored in the Tokyo Olympics: Anta, Li Ning, Double Happiness, Ruibao bicycles, Zhang Kong barbells, Tiansu Dijiao...From venue facilities to sports equipment, from sports equipment to the cloud broadcast, nothing The ubiquitous Made in China guarantees the smooth operation of the Olympic Games and also shows the world the increasing international influence of Chinese brands.

　　Although it has made frequent appearances in the previous Olympics, Chinese manufacturing has shown a new look at this Olympics.

　　——Except for Chinese players, foreign athletes can rest assured to use "Made in China".

Double Happiness is the first Chinese brand to provide equipment for the Olympic Games.

During the Olympics, Double Happiness provided equipment for the two major events of table tennis and badminton.

In addition to national table tennis players Malone and Chen Meng, Korean players Zhang Yuzhen, Tian Zhixi, Japanese player Ishikawa Kasumi and other foreign players also used the bottom plate and sponge of the all-red double happiness configuration.

　　——In addition to traditional fields such as table tennis and badminton, more brand-new sports equipment "Made in China".

In the road race, Chinese players Wang Ruidong and Sun Jiajun used Ruibao sports bikes to compete with foreign players on the same stage.

This is the first time that Ruibao, on behalf of my country's independent sports bike brand, has boarded the road race field of the Olympic Games.

The Chinese team also used Ruibao in track cars and triathlon competitions.

"Following the Rio Olympic Games' debut in mountain bike competitions, Chinese brands have competed in three major events, further breaking the century-old monopoly of European and American brands in the manufacturing of high-end sports bikes." said Li Wei, a professor at Beijing Sport University and former head coach of the National Cycling Team.

　　"For the major sports brands, the fierce competition for Olympic-designated products is no less than the competition on the field. After decades of accumulation, the market has accumulated to this day, and the Chinese manufacturing has entered a state of full attack." Beijing Key Way Said Zhang Qing, the founder of Sports Consulting Co., Ltd.

　　The Olympic Games is a stadium for athletes, as well as an arena for the economic strength and scientific and technological strength of various countries.

Although it is destined to be a long and difficult journey from a manufacturing power to a manufacturing power to a brand power, the "mirror" of the Olympic economy can reflect the growth of Chinese enterprises and mark the rise of Chinese brands.

　　Back in time at 19:00 on September 11, 2000, the Chinese Olympic sports delegation set off for Sydney from the Capital International Airport, which became a news item that attracted much attention.

On the previous August 2, a team quietly set off from Shanghai to Sydney. They were the service team of Shanghai Double Happiness Group.

It is at this Olympic Games that the world's top table tennis players will use Chinese brand table tennis competitions, which is a "zero breakthrough" in the history of Chinese sports equipment.

Also at the Sydney Olympics, the French gymnastics team wore Li Ning brand sportswear. This was the first time a foreign team entered the Olympics wearing sportswear produced by a Chinese company.

　　In the previous Olympic Games, everything from sports equipment to sports apparel was foreign products.

The failure of Chinese sports products to appear on the Olympic stadium has become a pity in the hearts of many people.

　　"In fact, before the Sydney Olympics, many international table tennis tournaments were manufactured by us, but they were processed on behalf of others, and the brand was owned by others." Lou Shihe, general manager of Shanghai Double Happiness Co., Ltd. recalled that the turning point occurred in 1996. In order to improve the enjoyment of table tennis, the ITTF put forward the idea of ​​"small ball to big ball".

Table tennis equipment manufacturers all over the world are "standstill", and Double Happiness is the first to develop and produce a large ball that meets the requirements of international competitions.

Since then, the Double Happiness 40mm big ball standard has been determined as the international standard.

From century-old celluloid, innovative acetate to specially selected ABS, DHS has been at the forefront of the "material innovation road" of table tennis.

The technical advantages of standard control and the market effect of preconceptions complement each other.

Double Happiness has become the only Chinese brand that has provided equipment for the Olympic Games for six consecutive times so far.

　　From absenteeism to agent processing to building independent brands, the counterattack of Double Happiness is the epitome of the transformation and upgrading of Chinese brands to the world.

　　Sporting goods is a completely open and fully competitive industry.

In the world-focused Olympics arena, Chinese-made and Chinese brands are increasingly "sense of existence."

This benefited from the independent innovation of Chinese enterprises, the development of sports in China, and the continuous improvement of China's economic level and overall national strength.

　　From making a product to making a product, it takes a lot of effort.

For example, the R&D of Double Happiness, the company has always encouraged innovation and fault tolerance, and continued R&D investment has consolidated its position in the industry.

At the same time, the development of sports events has led to the development of related sports industries.

"It is precisely because of the national table tennis team, the world's top team, with their achievements, that there is a double happiness today." Lou Shihe said.

　　From full advertising to the provision of competition equipment, made in China entered the main Olympic track. There are constantly new Chinese brands going to the world, which is inseparable from the development of the entire country. According to Zhang Qing’s analysis, the ultra-large-scale consumer market with 1.4 billion people and a large middle-income group created the foundation for the birth of the brand; the high-efficiency and large-scale synergistic industrial chain supply chain system supports China’s sports goods manufacturing industry; China’s hard power in science and technology The overall improvement of cultural soft power has created opportunities for local brands to take off.