International Shoe And Clothing Brands Lend Power To Olympic Games And Enter China
Today, sports delegations from all over the world will gather at the bird's nest. The word "China" will be mentioned in the world for an unprecedented time. At the same time, the "Olympic Games" in another shopping mall is also growing.
Because of the strict protection of intellectual property rights in Beijing Olympic Games, businesses can not easily use the Olympic logo and products.
But smart businessmen have their own Olympic marketing coincide with the same concept: "China".
Suning Appliance "China, light up"; central shopping malls, Suning global shopping center "good luck China"; China badminton team coach Li Yongbo said he "believes in the power of China (toothpaste)"; Wong Lao Ji "bless Beijing"; Bvlgari launched a limited edition watch with "Beijing" two characters, and PUMA painted Peking Opera mask for his model.
The localization of international brand by "China" is a better and deeper way to impress the Chinese people. At the same time, it is also the critical moment for the domestic brand to move towards the world through the concept of "China".
Streets of Nanjing
Ubiquitous Chinese "India"
Because the relevant logo and products of the Olympic Games can not be easily used, compared with Beijing, Shanghai and Nanjing, the Olympic atmosphere is not very strong, but Nanjing's streets and shopping malls are filled with the impression of "China", which makes people feel warm and excited. Last week, the central shopping center will participate in the diamond cup Argentina men's Basketball Invitation to enter the shopping mall. Nocioni, Delfino and other five players and fans came to an intimate interaction; the new hundred sports monopoly floor, the crowd was crowded; in the subway, the blue billboards of "summer rhyme and cheering China" were everywhere in the subway; the Suning globe shopping center was hung with "lucky, China" bright signs; Kentucky put two chicken wings into a sign to form a "W" shape, so the "wings of victory" although some "flickering", but still stained with the Olympic light, and made a good choice.
In the final analysis, the Olympic Games bring more business opportunities to the major shopping malls. Almost all businesses display the signs of "Sports" and "China" when promoting sales. They attract the popularity of sports events and drive the sale of goods. New 100 will combine the Olympic Games with their 56 year old birthday, carry out the theme "new 100 56th anniversary to enjoy the August Sheng Hui" theme, and will also use the east side LED screen to relay the wonderful events, support the Olympic Games and refueling China. Suning globe has launched the "rhyme August prize collection" campaign. It has specially printed sailing cards, javelin throws, fencing, gymnastics, diving, hurdles and so on, which are integrated into 8 sports elements. The prizes are related to the Olympic Games, including Olympic commemorative caps, Olympic mobile phone chains and Olympic Charter "one of the complete works of Chinese surnames". Mall staff told reporters that August was originally a discount sale period for shopping malls. This year coincides with the Olympic Games. We just follow the Olympic rhythm and give real profits to consumers.
international brand
Localization of elements of "China"
Department stores are the best places to find Olympic and Chinese elements. Needless to say, Nike, Adidas, Lining and other classic sports brands launched the Olympic series. Even fashionable fashionable clothing and clocks are integrated into the Olympic elements of China.
The unique brand of Dongfang mall -- GUCCI should be the most typical representative. In January of this year, GUCCI released the limited product series and named it "8-8-2008 limited edition". Not only that, the designer said in the introduction of the series: "in China, the number 8 represents wealth and auspiciousness, so I designed 8 products for this series, in which I wrapped the mahjong of the Chinese people very much in the traditional GUCCI La Pelle Guccissima leather, and the leather doll bear salute to great China." OMEGA, who has served the Olympic Games for 23 years, will continue to serve the twenty-ninth Beijing Olympic Games. In order to celebrate the Beijing Olympic Games, the brand used the color of three medals of gold, silver and copper in the dial design, and with the Chinese people's favorite 8 cycle, the introduction of different limited series in the 188 days, 88 days and 8 days before the opening of the Olympic Games, this propaganda means is in the Rome as the Romans do. Yesterday, Hengili's list of Nanjing ocean OMEGA store was displayed in front of Nanjing customers in a brand new image. At the same time, a global limited scale worth 15 million yuan was displayed. Luxury jewelry brand Bvlgari also launched a new Diagono Chrono limited edition rose gold timed watch to celebrate the arrival of Beijing in 2008. The Chinese calligraphy font "Beijing" on the dial has added strong visual effects. The limited production of 88 of the world's more than 2008, Beijing left a special aftertaste. Costumes, ECCO ECCO recently launched a limited edition shoe E1 for the Beijing Olympics. The main and heel parts of the shoe reproduce the traditional Chinese architecture and decoration style with curves; the PU sole extends to the toe part, and the inspiration comes from the "bird's nest". It is said that there are only 50 pairs in Beijing.
It is no coincidence that the use of Chinese elements has become a fashion all over the world. On the one hand, China's bright and colorful culture attracts the attention of designers from all over the world, and becomes the elements of their design. On the other hand, brands also want to use the "China" element to help them become more localized, with the help of the Olympic Games, to reflect the characteristics of Chinese culture, to draw the gap between Chinese consumers and to win the hearts of Chinese consumers. After all, this is an immeasurable market. What is worth mentioning is that in the Olympic year focusing on China, the focus is actually the eyes of the whole world.
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