Can Spinning Enterprises Take Advantage Of The Brazil Olympics To Stimulate "Made In China"?

The 2016 Brazil Olympic Games was opened in Rio De Janeiro in Beijing in August 6th.

Because of the uncertainty of Brazil's political economy, the unpredictable factors of this Olympic Games are increasing.

Even the media jokingly said, "the most reliable Olympic Games in Brazil are those posted on the Olympic Games.

The label's sponsors, suppliers and franchisees.

Is that so?

It is reported that all torch bearers, volunteers, technicians and other administrative personnel of this Olympic Games are

,

And other related accessories, almost arranged by the Chinese sports brand 361 degrees; no matter which competition won the top 3 by any country, all the national flags rising on the podium are from Zhejiang Wuyi Jinyu Home Textile Industrial Company; the Olympic mascot "Vinicius" and "Tom" and the commemorative emblem are exclusively authorized by Beijing Huajiang Culture Development Co., Ltd.

So what is the driving force of the Olympic economy on the export of these enterprises, especially those who are actively sponsoring the sports equipment of the participating national teams, especially those in Brazil Rio Olympic Games? From the perspective of the textile and garment industry, can we guess that the Rio Olympics in Brazil can help our sports and leisure enterprises to expand their market share in Brazil, especially in the South American market?

Can the Olympic Games boost the "made in China"?

"We are a supplier of the national flag, hand-held flag, headscarves, scarves and scarves for all participating countries in the Rio Olympic Games in Brazil.

From the beginning of this year, at the exhibition window of Yiwu International Trade City in Zhejiang, we have received a large number of production orders in Brazil Rio Olympic Games and the European Cup football match in France, and the staff have worked overtime for 5 consecutive months. In July 11th, the last batch of Brazil Olympic Games finished products.

Lu Zhu Yuan, general manager of Zhejiang Wuyi Jinyu Home Textile Industrial Company, told the China textile daily: "compared with the European Cup of France and even the last London Olympic Games, the Rio Olympic order quantity has shrunk considerably, which is far from the sales expectation.

In the just concluded European Cup of France, the orders for our products were hot, sales were much better than expected, and even sold out.

Beijing Huajiang Culture Development Co., Ltd. is a franchisee specializing in Olympic products. From the 2008 Beijing Olympic Games to the 2012 London Olympic Games, and then to the Rio Olympics this year, it has even made 3 mascots plush toys, craft souvenirs and so on.

Wu Hui, deputy general manager, said: "despite the exclusive authorization of the Rio Group in Brazil this year, from the share of sales, the decline is more obvious than the previous Olympic Games, and the market is not very satisfactory.

This year, the number of local stores in Brazil has decreased compared with the London Olympic Games, and its sales atmosphere is also slow and hot.

Judging from the overall operation of the Olympic market, the market demand of Rio Olympic Games and London Olympic Games is quite different.

The cold demand of the Rio Olympic Games in Brazil is also expected.

Recently, two reports came out one after another.

The world economic forum's global competitiveness report from 2015 to 2016 showed that Brazil ranked 75 in the 140 most competitive countries and regions in the world, and ranked 57 in the previous year. In the 2016 business environment report released by the world bank, Brazil ranked 116th in 189 countries and regions, ranking 111 in the previous year.

In the South American market, China has signed a free trade agreement with Chile and Peru, and Brazil has not yet signed it.

However, unlike the official sponsors of the Rio Olympic Games in Brazil, the Chinese brand enterprises sponsoring the sports equipment of the participating national teams are always confident.

From the 2008 Beijing Olympic Games, the sports brand PEAK opened the Olympic development plan.

"At the London Olympics, PEAK sponsored 7 National Olympic teams, and this year PEAK sports's Brazil Olympic delegation expanded to 12."

Liu Xiang, director of PEAK brand management center, said proudly.

To sum up, the relevant person in charge of the Brazil market development project of the textile industry branch of the China Council for the promotion of international trade pointed out to the China textile daily reporter: "enterprises can not overheat the market of Brazil, and the Olympic Games business opportunities are only short-lived effects. How to develop and expand themselves with the aid of the Olympic economy" is fundamental.

Like Nike, Puma, these international sports big names, not only sparkle in the Olympic Games and other major international arena, in the minds of consumers is preferred.

Therefore, our Chinese brands such as 361 degrees, PEAK, Anta and other Chinese brands have to take measures in line with local conditions, have a sense of protracted war, take overall consideration and rational development, such as making a comprehensive measurement between the three aspects of manufacturing cost, product function and pricing.

How to expand Brazil Market

"In fact, the Olympic economy is a springboard for international partners, sponsors, suppliers and even franchisees to exploit international emerging markets.

Take us as an example. Through cooperation with the International Olympic Committee, we have been developing steadily since the beginning of the Beijing Olympic Games.

After the London Olympic Games in 2012, we continued to develop in the local market, developed more product categories, and established a standing branch company, which has accumulated a large number of high-quality customers through the visibility we have already made.

Wu Hui said optimistically: "local traders and distributors are actively contacting us. Our products have entered two of the four major brand supermarkets in the UK, and they have become the well-known permanent department stores in the UK" Harold department store "on the permanent supplier list.

After all, the Rio Olympic Games are the first step in our entry into the Brazil market. Regardless of whether the Olympic Games are successful or not, we can make the Olympic Games more convenient and drive into the South American market more conveniently.

361 degree president Ding Wu also said: "361 degree has been committed to the development of the Olympic economy, and now it has finally achieved this goal, which is a milestone in the 361 degree history.

361 degrees in Brazil, there are 839 sales outlets, and the number of sales outlets increased by 1 times in the first quarter of 2016 over the fourth quarter of 2015.

He said Brazil is one of the 361 main overseas markets.

361 degrees since 2014, it started its own overseas sales business. Apart from distributing sales outlets in many countries in the Middle East, South America and Southeast Asia, Brazil and the United States and other Americas markets are among the top priority markets.

It is reported that as early as 2014, when the 361 degree Contract became an official sponsor of Rio organising committee, it planned to invest about 90 million yuan to enter Brazil in 361 degree, set up 10 representative offices in Brazil, and set up storage centers in the southern Rio Grande Dezhou new Hamburg City in southern Brazil.

"361 degrees intending to invest in Brazil and set up factories in Brazil, and radiate the whole South America region as a bridgehead."

Ding Wu said.

In the global strategic layout of PEAK, the proportion of South America is relatively small.

Liu Xiang said the Brazil Rio Olympic Games will drive PEAK's sales growth in the region, and PEAK will also expand the number of dealers in South America.

{page_break} has a professional analysis of this: "Chinese brand enterprises, or processing enterprises, to develop new markets must adjust measures to local conditions, strengthen their adaptability in the local market.

For example, the flower pattern of Brazil's garment market is much richer than that of mainland China.

Brazilian people are very picky about the choice of textile and clothing materials and colors, especially the colorful functional products are very popular among locals.

Therefore, when developing the Brazil market, the localization of design and development should be taken into consideration in the process of landing.

The most important point is that the protection of intellectual property rights in Brazil is greater. Brand textile and garment enterprises must abide by the local market rules and develop orderly in the process of landing design. "

Brazil people who love samba and Carnival are mostly optimists. They love life and have high enthusiasm for consumption.

Influenced by geographical climate and cultural background, Brazilians are much less interested in formal clothes than sports casual clothes.

In addition, when Brazilians buy clothes, they can pay installments and do not set minimum consumption limits. Therefore, the ready-made clothing market in Brazil has high activity, large capacity and strong desire to buy consumers.

As a result, enterprises should focus on developing new markets in Brazil and developed countries in Europe and the United States. They should be good at picking up short lists and small bills, and doing well in distribution channels.

The most important thing is to do a good job in the local consumer market research, the local marketing network, the local development and management can be realized, which is the law of any potential market.