First Gold Champion Yi Si Ling Outside Anta, Lining, Lining, Anta War, Undercurrent Surging.

In July 28th, competing for the first gold medal of the London Olympic Games, careful people found Yi Siling, a champion of "mashup": Lining brand logo on Lining's pull rod box outside Anta was conspicuously temporarily covered with white paper.

Anta, the official Olympic movement of the Chinese Olympic Committee clothing Sponsors; Lining, the clothing sponsor of China's shooting team. The two domestic sports brands, which have been fighting all the time, can live in harmony with Yi Siling. Under the calm water, the undercurrent surges.

　　 Betting Olympic Games

With the opening ceremony of the London Olympic Games, all the photos of Chinese athletes who won the gold medal will surely be on the front page and prominence of the major newspapers. Their clothing, especially the brand logo of clothing chest, will also be exposed.

Therefore, even though it is the coldest winter in sports clothing manufacturing industry, domestic sports brands still regard the London Olympic Games as the last chance, and no one wants to give up the best exposure platform.

Four years ago, Lining, who lit the Beijing Olympic flame at the bird's nest, is obviously the leader of Chinese sports brand. They announced early that they would support more than 600 athletes across five continents and signed 5 gold medals, including Chinese gymnastics team, shooting team, diving team, table tennis team and badminton team, to provide support for clothing equipment.

However, Lining has always been the champion card of Chinese Olympic champion, and has been shaken by NBA and Anta's Anta. After the 2008 Beijing Olympic Games, Anta defeated Lining, Adidas and so on in one fell swoop, becoming a partner of the Chinese Olympic Committee's sports apparel from 2009 to 2012. The amount of sponsorship of 600 million yuan has reached a record high.

In addition to the scramble for the domestic market, many brands have extended their tentacles overseas. For example, PEAK sponsored Olympic delegations of 7 countries such as New Zealand, Lebanon and Iraq; Hongxing Erke reached a cooperation agreement with the Iran Olympic Committee; Jordan designed Olympic award dress for 3 delegations of Kazakhstan, Turkmenistan and Mongolia.

　 Upsurge receded

Compared with Chinese sports brands, the enthusiasm of other Chinese enterprises for Olympic Games is fading. If there are no crystal stones from Taiwan and Beijing, Chinese enterprises will almost disappear in the London Olympic sponsorship list.

This situation is in sharp contrast to the frenzied competition of Chinese enterprises four years ago for sponsorship seats. Some people believe that the wave of sponsorship of local manufacturers in Beijing Olympic Games is a warm gesture of the host, and they have not received the marketing results they deserve and disappointed with the Olympic marketing. It is also said that Chinese manufacturers from the mad sponsorship of seats to rational withdrawal from the war situation is a collective performance. It is also said that Chinese enterprises are completely annihilated under the high threshold of sponsorship conditions.

In this context, Chinese sports brands still invest heavily in Olympic marketing, and can be understood as trying to replicate the splendor of Beijing Olympic Games. With the east wind of the Beijing Olympic Games four years ago, Chinese sports brands are in a period of rapid growth, especially the Li Ning Co, known as the "one brother" of the Chinese sports brand. The stock price has risen by at least 80% over the past year or so after the Olympic Games.

This time, the Chinese sports clothing brand headed by Lining and Anta did not abandon the efforts of brand marketing. Compete for the advantage resources of the Chinese legion, compete for the opportunity to expose in the media such as CCTV, let the local sports brand start the brutal civil war.

　　 Doom And Gloom

Sponsoring marketing, using the tremendous influence of the Olympic Games, is a great opportunity to enhance brand awareness and reputation. At the same time, sponsorship marketing is the most secure way to promote brand function in all marketing ways.

Just this year, the situation seems different from the past. The deterioration of the European debt crisis and the slowdown of domestic economic growth have made the Chinese clothing industry cold. The sports goods companies are also struggling with the adversity of "falling orders and high inventory", unable to blow up the new round of Olympic marketing.

"The Beijing Olympic Games has reached a commanding height for domestic sports brands. London and Beijing have 7 hours of time difference, and the host country's ideas are very different from China's." An Olympic marketing expert said that people's attention to the London Olympic Games was significantly lower than that in Beijing. "Sponsorship may be slightly beneficial to foreign markets."

An unavoidable fact is that when China's sports brand hits the civil war, it also needs to join hands to resist the strong enemy. In addition to the London Olympic Games, Nike and Adidas have launched a strong offensive against domestic brands in China's two or three line market. The London Olympic Games without smoke is just the beginning of competition.