Top players, focus events, strong confrontation, game highlights... Of course, Rio is worthy of attention on the court, far more than that. At this globally eye-catching sports event, major brands have staged a marketing war with a lot of smoke, and among them, there are many Chinese brands.
These days have been swiped by Fu Yuanhui’s smug expressions. That’s right, the real swimming girl of the Chinese swimming team has exhausted the power of the wild and brought a piece to the Chinese women’s swimming team. Valuable medals have also won everyone's love and support. Perhaps this is the charm of the Olympics.
Top players, focus events, strong confrontation, game highlights... Of course, Rio is worthy of attention on the court, far more than that. At this globally eye-catching sports event, major brands have staged a marketing war with a lot of smoke, and among them, there are many Chinese brands.
Chinese sports brands collectively unveiled Rio
There is also a brand that makes odor-resistant socks.
In this Olympic Games, 361 Degrees became the official supplier of the Rio Olympic Games, providing clothing for volunteers, technicians and torch relays for the Olympic Games, Paralympics and Tests. In addition to providing "Champion Dragon Suit" for the entire Chinese sports delegation, Anta also provided competition equipment for ten Chinese national teams including gymnastics, trampoline, weightlifting, wrestling, judo, boxing, taekwondo, rowing, kayaking and water polo. Peak Sports, which insists on taking the international route, has sponsored 12 Olympic delegations. Li Ning also became the official sponsor of the Indian delegation for the first time, and also provided Olympic equipment for the Chinese national table tennis, badminton, shooting and diving teams. Jordan Sports became the official sponsor of the Uzbek delegation.
It is worth noting that the upstream supplier of sports shoes and apparel industry in Quanzhou, Fujian Province - Huanya Foam Plastics Co., Ltd., its anti-bacterial and anti-odor socks brand "Invisible Shield" has also become the official sponsor of the Zimbabwe Olympic representative, opening The style came up with a stunning appearance.
Famous swimmer Coventry (Zimbabwean) wearing uniforms with invisible shield brand LOGO at the opening ceremony
It is reasonable for the sportswear brand to become the sponsor of the Olympic delegation. However, as an upstream enterprise in the service industry chain, it has also joined the Olympic marketing war, which is somewhat new. Recently, Lin Guodong, general manager of Central Asia Foam Plastics and General Manager of Invisible Shield and Shoes, spoke to the media and first talked to the outside world about the invisible shield and the Zimbabwe Olympic Committee.
Play the event marketing by strength
Weishang brand can also
“No advertising, just event marketing.â€
This is a saying that Lin Guodong often hangs on his lips. The four-year sports event, the Olympic Games, can't be easily let go of such an excellent opportunity. “Invisible Shield is a brand new micro-business brand. It has been in the Olympic marketing for the first time since its establishment. It is a bit nervous when choosing a partner, but it is also very cautious.â€
Before the Invisible Shield reached a cooperation with the Zimbabwe Olympic Committee, Lin Guodong did not know much about this African country. He only knew that it was located in the interior of Africa. There is a famous female swimmer named Coventry, the 33-year-old veteran. The main project is backstroke (yes, that is, the project that the girl of the wilderness took the bronze medal, but the veteran did not enter the finals). The relationship between the country and China is very friendly and even allows direct settlement using RMB.
The process of cooperation is not always smooth. In the words of Lin Guodong, "the other party has just begun to be not interested in us." According to reports, the Zimbabwe Olympic Committee has three main points for the consideration of sponsors. One is the number of stores in the company, the other is the product category, and the third is the size of the company.
"The three points look down, the first invisible shield does not meet their requirements. Since its inception, the invisible shield has used the network as the main sales channel, and there is no offline store. In addition, the invisible shield does not belong to sports shoes and clothing. The industry's enterprises, more standardized, are the upstream suppliers of the sports shoes and apparel industry." Lin Guodong said frankly that he was disappointed at first.
However, he did not give up on this, but immediately adjusted his ideas. In the mail sent to the other party, through a large number of patent information and functional descriptions, the company's technological innovation ability and technical strength are sufficient to provide members of the delegation. More comfortable equipment.
Zimbabwean women's football team wearing sportswear with invisible shield LOGO in the competition
For example, the patented technology possessed by Invisible Shield enables the fabric to have the functions of moisture absorption, perspiration, quick-drying, antibacterial, deodorant and odor-absorbing socks and functional insoles. Moreover, the Invisible Shield serves many domestic first-line sports brands, and can solve this problem perfectly through external cooperation.
"Sometimes the mail is sent out, and there is no reply in a month!" Lin Guodong was particularly anxious. He almost replied to the company every day and sent a letter to the company in March this year. He finally waited for an email confirming the partnership.
He spent a lot of time in front and back, and at the moment he finally finalized, he took a sigh of relief. "It is possible to win this cooperation, indicating that the other party not only recognizes the strength of the invisible shield, but also is very optimistic about the future development of the brand." It can be seen that Lin Guodong is very concerned about cooperation.
Functional products, hot sports shoes and clothing market
The invisible shield has climbed up to this windmill by strength.
In the past two years, the most popular products in the hot-sports sportswear market, Nike's weaving upper technology and Adidas' Boost sole technology. The braided upper technology gives consumers a more comfortable, soft, lightweight and breathable wearing experience. Boost sole technology uses a revolutionary material that combines soft comfort with a fast and fast cushioning effect. With these two core technologies, Nike and Adidas are not only gaining sales, but also the reputation and image of the brand in the minds of consumers.
When international brands used functionality as a selling point, Lin Guodong discovered the market potential of functional products as early as 2007, and established a research and development laboratory platform to vigorously develop functional technologies.
At present, there are more than 50 designs and utility model patents registered under the names of Huan Ya foam, invisible shield and Lin Guodong. They are involved in antibacterial and deodorant, sweat-absorbent and quick-drying socks, and three anti-fly woven upper fabrics (waterproof Oil anti-fouling), functional insoles that can be antibacterial, deodorant and odor-absorbing. These patented technologies are used in all products of Central Asia and Invisible Shield.
“In 2007, we began to develop antibacterial and deodorant technology. When we produced the first batch of deodorant socks in 2011, we have our own national patents, continue to innovate, and made socks that can really deodorize and improve the smell of the feet. The feedback from friends who passed the test is very good. Lin Guodong said frankly that making products that are truly safe, effective and screaming users is the future of the brand.
With strong technical strength, Huanya has become the core supplier of leading enterprises such as Anta and Qibohui; Invisible Shield has cooperated with international brands such as Dow Chemical, DuPont and Bayer to strive to achieve the true function of antibacterial and deodorant. Extreme. In 2015, Invisible Shield, as the first hosiery product to enter the NBA regular season, successfully attracted the attention of domestic fans and demonstrated its brand image through the international platform of NBA. This year, Invisible Shield, as an invited enterprise in the “Chinese Brands Entering the United Nations†event, together with well-known brands such as Jiaduobao, Xiaomi and Didi, appeared at the UN headquarters to convey the cultural connotation and commercial value of Chinese brands to the world. 2016 Rio Olympic Games Zimbabwe delegation sports equipment sponsor, Zimbabwe Olympic Committee official partner, the first Olympic brand to put the deodorant socks into the Olympics, is a dark horse in the micro-business brand, successfully transformed by technological innovation Shoes and clothing technology company.
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