If you don't have your own stable products and continuous innovation, just relying on heat and feelings to cause exposure will sooner or later overdraw the brand's influence.
Therefore, after the Olympic fever has passed, companies should still think about how to embark on the path of innovation and development, use creative products to let the public truly feel the charm of sports, and continue to explore the connotation and cultural value of their own brands, so that Chinese brands can lead the world.
The Tokyo Olympics is in full swing, and the way young people watch the Olympics has quietly changed: hot searches, barrage, shopping for the same models, and live broadcasts. A series of actions make eye-catching Olympic events a business opportunity for sports brands to attract gold.
Under the enthusiasm of the Olympics, domestic sports brands such as Li Ning and Anta have seized opportunities to do brand marketing. "Olympic specialties" such as "the same model of the Chinese national team", "commemorative edition of the Chinese sports delegation's award-winning shoe" have become "explosion in online consumption". Taste".
There has always been a phenomenon in the sports industry. Whenever there are large-scale events, the relevant sports cultural and creative market appears to be extremely active, and each event can also achieve good revenue in peripheral products.
When the competition ended, peripheral products immediately died down.
World-class events like the Olympics are indeed a rare opportunity for sports brands to attract consumers' attention, and businesses should take good care of them.
However, after catching the Olympic heat and successfully attracting the attention of consumers?
If you don't have your own stable products and continuous innovation, just relying on heat and feelings to cause exposure will sooner or later overdraw the brand's influence.
One of the reasons behind the spectacle of the Olympic Games is the soaring national sentiment of the people.
Today, the high ground of the sports market is no longer dominated by imported brands.
During the "June 18" period of this year, the overall turnover of sports national tide brands on the JD platform increased by 9 times year-on-year, which is a strong proof.
Faced with such a huge consumer market, Chinese sports brands need to produce more creative, more practical, and more marketable sports equipment to tell the Chinese story, show the Chinese spirit, and convey the power of sports.
It was through New York Fashion Week that Li Ning first launched the China Li Ning series with elements of the national tide, which drove the rise of the "national tide" in the domestic apparel market.
Subsequently, a T-shirt with Dunhuang elements once again made it popular on international shows, combining traditional Chinese culture with modern sports trends, and the wonderful cross-border integration not only activated Li Ning, but also let the market see Chinese elements and national style. Cultural higher commercial value.
As the consumption level of residents continues to upgrade, in-depth integration of the Internet, cultural heritage, and technological innovation will be the future development trend of sports brands.
When a sports brand forms its own market, and then combines with large-scale events, it will show evergreen products that integrate sports values and event concepts, not just "souvenirs" that rely on event IP to survive.
From this perspective, Anta's transformation path is worth learning.
As the official partner of the Beijing 2022 Winter Olympics, Anta and the Palace Museum's cultural and creative collaborations jointly created the Anta × Winter Olympics licensed products Forbidden City Special Edition, national flag sportswear, etc., have become highly sought after consumption "top-tier".
However, Anta is not satisfied with the heat brought by the Winter Olympics, but continues to increase R&D investment.
In the past 10 years, Anta has invested 3 billion yuan in sports technology research and development, ranking first among Chinese brands. It has accumulated more than 1,400 product patents, especially in terms of sole technology, which has become a leader in similar products.
Anta has clearly realized that design aesthetics, scientific and technological connotation, and excellent quality are the soul of a brand. Only by relying on a steady stream of excellent products can it gain the lasting love of consumers.
After this round of Olympic fever has passed, companies should still think about how to embark on the path of innovative development, use creative products to let the public truly feel the charm of sports, and continue to explore the connotation and cultural value of their own brands, so that Chinese brands can lead the world.
One day, we will not only be proud of the "National Chao" culture, but also be proud of the innovative technology and innovative spirit behind the "National Chao" brand.
(Source of Jiang Tianjiao: Economic Daily-China Economic Net)