"National Tide" brand shines on the stage of the Winter Olympics
The Beijing 2022 Winter Olympics is not only a arena for sports athletes, but also a stage for Chinese companies and Chinese brands to make a concentrated appearance——
Anta's "Champion Dragon Suit", which combines beauty, comfort, warmth and waterproof performance, the mascot "Bing Dun Dun" designed with the national treasure panda as the prototype, and Panpan Food, a snack brand sought after by athletes from all over the world, provides high-quality Olympic athletes. Yili, which guarantees nutrition, Shuhua Sports, which supplies fitness equipment, and iFLYTEK, which helps realize barrier-free communication... From venue facilities to sports equipment, from peripheral products to auxiliary equipment, the ubiquitous Chinese brands have become the Beijing Winter Olympics A beautiful "landscape" above.
Although it is a long and difficult road from a manufacturing power to a manufacturing power to a brand power, through the "mirror" of the Olympic economy, it reflects the growth of Chinese enterprises and marks the rise of Chinese brands.
Chinese brands make a concentrated appearance and bloom with a new look at the Beijing Winter Olympics
"What's the weather like in Beijing tomorrow?" "Where is the venue for the women's speed skating 1000-meter competition?" The Winter Olympics virtual volunteer "Aijia" can be called "all-rounder", not only can "face-to-face" for the Winter Olympics events and real-time interaction of the schedule Communication, you can also accompany you to play a winter Olympics knowledge PK, and the surrounding transportation, culture, tourism and other consultations and questions are not a problem.
Behind this is the technical support of speech recognition, speech synthesis, machine translation and automatic question and answer provided by iFLYTEK.
For this Winter Olympics, iFLYTEK provided hard-core technologies such as automatic translation and related multilingual speech conversion, speech recognition and speech synthesis to help achieve barrier-free communication inside and outside the arena.
As the sports brand that sponsored the most equipment for the Chinese national team at the Winter Olympics, Anta produced the "Champion Dragon Suit" which is talked about.
The clothing embodies a lot of Chinese elements in product design, and is implanted with self-developed "blazing technology" to achieve ultra-light warmth at minus 20 degrees Celsius while maintaining lightness and thinness.
Entering the Winter Olympic Village, the "smart epidemic prevention personnel" who are busy working are eye-catching.
Different from displaying "health codes" in other places, intelligent robots can complete multiple tasks such as identification and intelligent temperature measurement within 1 second, maximizing the efficiency of information verification; in the smart restaurant in the main media center, from chefs to waiters They are all robots. Media reporters only need to scan the code on the table to place an order, and the meal will be automatically delivered to the corresponding table.
The professional strength of Chinese robot brands is amazing.
In the past few days, Panpan food, which can be seen everywhere in the Winter Olympic Village and competition venues, has become the object of "pics and tasting" by athletes from all over the world.
As the designated snack sponsor of the Winter Olympics, Panpan Food has assembled 32 of its star products, and tens of millions of packages (bags) of Panpan Delicious entered the Winter Olympic Village and venues.
In the Winter Olympic Village, athletes can find fitness venues and equipment on the spot.
As the official fitness equipment supplier for the Beijing 2022 Winter Olympics and Winter Paralympics, Shuhua Sports has provided comprehensive high-end fitness equipment products and related supporting services for the three major Winter Olympic Village fitness centers. The products cover aerobic training, strength training, Nearly a thousand pieces of fitness equipment such as physical training.
Zhang Qing, founder of Beijing Key Way Sports Consulting Co., Ltd., said that after decades of accumulation and market accumulation, Chinese brands have entered a state of comprehensive attack.
"Their concentrated appearance not only guarantees the smooth operation of the Beijing Winter Olympics, but also shows the world the increasing international influence of Chinese companies and Chinese brands."
"Brand internationalization is the only way for a country's enterprise to grow into an influential multinational company. With the rapid improvement of my country's comprehensive national strength, a batch of locally-sourced brands continue to enter the international market and are accepted by foreign consumers. This Winter Olympics It is an important stage and window for Chinese brands to show the national trend and brand connotation to the world again. The Chinese culture and fighting spirit conveyed by these brands are also part of Chinese cultural confidence." said Liu Jianli, a researcher at the Institute of Industrial Economics, Chinese Academy of Social Sciences.
From manufacturing to brand building, from following to running to leading, Chinese brands show extraordinary strength
On the evening of February 5, in the Winter Olympics short track speed skating mixed team relay final held at the Capital Gymnasium, the Chinese short track speed skating team won the championship with a time of 2:37.348, winning the first gold medal for the Chinese sports delegation. .
Appearing on the field with Chinese athletes, there are also short track speed skating competition suits independently developed and designed by Anta.
The competition rules of short track speed skating speed first require equipment to minimize the impact of athletes' movements.
Anta took the lead in introducing wind tunnel testing in aerodynamic research into the project. In the men's 500m short track speed skating final at the 2018 PyeongChang Winter Olympics, Wu Dajing won the championship in an Anta shirt.
Four years later in Beijing, Anta further optimized and upgraded the drag reduction performance, and tailored the version according to each athlete's action habits, thereby effectively reducing the speed of wind resistance.
In this Winter Olympics, Anta is the sports brand that supports the most equipment for the Chinese national team.
Growing from a family workshop-style factory to the world's third largest sporting goods group, Anta relies on independent innovation to make national brands shine in the world.
In 1991, Anta started from a small workshop and developed step by step relying on manufacturing.
In 1999, Anta invited the Chinese table tennis world champion to speak for the company, and it was a success. Since then, Anta's popularity in the domestic sporting goods market has rapidly increased.
In 2005, Anta established the first sports science laboratory in the domestic industry to develop special technologies such as elastic glue, energy ring, far-infrared thermal insulation technology, water-repellent technology, and smart running shoes. Anta Group has applied for more than 2,000 national innovation patents.
Brand is a comprehensive reflection of the competitiveness of an enterprise and even a country, and it is also an important resource for participating in economic globalization.
The quantity and quality of international brands reflects a country's economic strength and technological level.
In recent years, from creative design, technical craftsmanship, enterprise management to marketing services and business models, Chinese enterprises have persistently promoted innovation and created a series of well-known high-quality brands.
Internationally and domestically, each transcript witnesses the growth of Chinese brands.
In 2021, 143 Chinese companies will be included in the world's top 500 companies, ranking first in the world; in the "2021 Top 100 Most Valuable Global Brands" list released by internationally renowned institutions, 18 Chinese brands will be listed, ranking second in the world; During the "Double 11" period last year, the turnover of hundreds of domestic brands on JD.com increased by more than 8 times, and the search popularity of domestic products on Baidu hit the biggest increase in the past three years.
Independent innovation, quality assurance, intelligent manufacturing, personalized customization, excellent experience, leading the trend, these hot words have gradually become the labels of domestic products.
Today, Chinese brands can be seen everywhere on the world stage, from high-speed rail to nuclear power, from home appliances to automobiles, from smartphones to Internet applications.
China's high-speed rail has set the world's highest speed; China's nuclear power has won large orders in Argentina and other countries; among the top 10 global Internet companies by market value, Chinese Internet companies represented by "BAT" occupy 4 seats.
The strength of Chinese brands is stronger and the reputation is better, which not only enhances the added value of products and corporate competitiveness, but also provides a strong boost for China's manufacturing to become China's creation.
There are constantly new Chinese brands coming to the world, which are inseparable from the development of the whole country
On February 6, 20-year-old New Zealander Zoe Sadovsky Sinnott held high after winning New Zealand's first-ever Winter Olympics gold medal in the women's slope obstacle course final in the snowboard event. Tsingtao beer to indulge.
At this event, many classic products of Tsingtao Brewery appeared in the Winter Olympics venues.
A bottle of beer connects the world.
As one of the earliest Chinese brands to "go global", Tsingtao Brewery has grown from a local beer company to the fifth largest beer manufacturer in the world by taking advantage of the reform and opening up, and is a typical representative of Chinese brands going global.
Tsingtao Brewery was founded in 1903. For a long time, Tsingtao Brewery's self-operated foreign trade volume was zero because it did not have the right to operate foreign trade.
Until 1987, Tsingtao Brewery became the first enterprise in Qingdao to be granted import and export autonomy, and also the first export-oriented enterprise with import and export rights in the same industry in China.
In 1992, Tsingtao Brewery established a European office in Italy, and successively established Sino-foreign joint sales companies.
With the continuous expansion of overseas business, the market recognition and brand recognition of the products have been greatly improved.
Entering a new era, Tsingtao Brewery's brand influence and overseas sales are expanding.
The relevant person in charge of Tsingtao Brewery told reporters that with the in-depth advancement of the "Belt and Road" initiative, the countries along the "Belt and Road" have continued to increase their favorable impression of Chinese products and Chinese brands, and Tsingtao Brewery has ushered in broader development opportunities.
With the opening of the China-Europe freight train, fresh Tsingtao beer can enter the countries along the route more quickly, and the efficiency of cargo transportation has been greatly improved.
Taking the transportation of products to Moscow as an example, the transportation time has been shortened from more than 40 days by sea in the past to more than 10 days now.
Up to now, Tsingtao Brewery has entered 56 countries along the "Belt and Road", and in Russia, Mongolia, Kazakhstan and other countries, the sales growth rate is more than 50%.
On February 2, the first day of the Beijing Winter Olympics torch relay, two "robot" torchbearers completed the underwater relay for the first time in Olympic history.
As the first smokeless burning green and clean water-air-span medium torch in the world, this special torch has applied for a number of invention patents and has independent intellectual property rights.
The successful research and development of special torch technology also benefits from the development of China's scientific and technological environment.
Liu Xiaoyong, deputy director of the 31 Institute of the Third Academy of China Aerospace Science and Industry Corporation and chief designer of the 2022 Beijing Winter Olympics special torch project, told reporters that the concept of green development has put forward clean and environmentally friendly technical requirements for the development of special torch technology from the source; artificial intelligence and robotics technology The development of special torch technology provides a more scientific and technological transmission platform; China's developed Internet and logistics environment make it possible to conduct online research, online selection and purchase of components, online technical exchanges, and online collaborative research, providing opportunities for accelerating the progress of torch research and development. strong guarantee.
"New Chinese brands continue to enter the world, which is inseparable from the development of the entire country." Liu Jianli analyzed that the super-large consumer market with a population of more than 1.4 billion and a large middle-income group has created the foundation for the birth of international brands; complete and efficient coordination The industrial chain and supply chain system of China has supported the building of national brands; the comprehensive improvement of China's scientific and technological hard power and cultural soft power has created opportunities for the take-off of local brands; the basic national policy of opening to the outside world provides a broad scope for Chinese enterprises to participate in global competition space.
Make the brand of "Light of Domestic Products" brighter, so that the "Golden Signboard" still shines after trials and hardships, and contribute to high-quality development
How many international famous brands it owns has become an indicator of a country's economic strength and international competitiveness.
In recent years, domestic products have been favored by consumers at home and abroad.
Huawei, Xiaomi, OPPO, vivo and other high-tech brands, Hanshang Hualian, Weaving Division and other Hanfu brands, Perfect Diary, Huaxizi and other beauty brands, Li Ning, Anta, Xtep, Peak and other sports brands, as well as old brands refurbished Dabai Rabbit, Phoenix, Huili, etc., all show dazzling style.
"The next ten years will be a critical period for Chinese brands to further establish their international status. We must take advantage of the momentum to polish the brand of 'the light of domestic products' even brighter, so that the 'golden signboard' will still shine through the baptism of wind and rain, for high quality Contribute to development." Liu Jianli said.
Drive independent innovation with brand strategy and support brand strategy with independent innovation.
Independent innovation is the fundamental way to improve product performance and quality, increase product added value and reputation, and is also the basis for enterprises to strengthen brand building.
It must conform to the new round of scientific and technological revolution and the trend of industrial transformation, adhere to innovation-driven, strengthen the linkage of technological innovation, management innovation and brand innovation, enhance the technological content and added value of the brand, and enhance the vitality of brand innovation.
Pay attention to the growth of independent brands and promote local brands to become bigger and stronger.
The "popularity" of domestic products is inseparable from the continuous efforts of brand building.
From the establishment of "China Brand Day" to the establishment of large-scale exhibitions such as the Canton Fair, the China International Import Expo, the Service Trade Fair, and the Consumer Expo, more and more high-quality domestic brands and original designs have been seen, experienced and recognized.
Rational Science makes good use of global sports marketing platforms.
The platform built by sports competitions has unique value in promoting in-depth exchanges such as economy and culture.
Not long ago, Chinese brands such as Hisense and Alipay appeared in the European Cup. Now, Chinese brands participating in the Winter Olympics have made a concentrated appearance, promoting "Made in China" to "Created in China" with more brand value.
Brands are also effective carriers for telling Chinese stories, and have a unique role in shaping the country's image.
There are thousands of worlds within a square inch.
The brand reflects not only a technology, a process, a product, but also reflects the cultural accumulation and national character of a nation.
Each resounding Chinese brand is a vivid testimony of the hard-working and intelligent Chinese people's continuous struggle in the new era and new journey.
Our reporter Han Yadong