Lining "Qiao Sheng" Heng Yuan Xiang

In 2008, the Paralympic Games came to a close. From the Olympic Games to the Paralympic Games, it took more than a month. The eyes of the world focused on Beijing and focused on China. The Chinese garment industry also displayed its own demeanour on the Olympic stage.

According to the survey results, more than half of the respondents believe that the textile and garment industry is not high enough to participate in the Olympic Games. This is also consistent with the impression made by this newspaper after several interviews with garment enterprises before and during the Olympic Games.

Most of the garment companies are "spectators" except for a few sports fans who are sponsoring Olympic sports cars, manufacturers and Hongxing Erke, PEAK and other sports teams sponsoring sports teams.

In 2008, the clothing industry was faced with many difficulties and pressures. Many enterprises are facing a crisis of survival. The so-called "Olympic business opportunities" are too far away.

An expert who has studied the clothing industry for many years said in an interview with reporters that because of the overall thinking of the Olympic Games, although the trade associations worked hard, it was difficult to get involved in the Olympic Games from the industry level, and only participated in the Olympic Games from the enterprise level. Therefore, the Chinese garment industry did not make full use of the Olympic opportunity.

As for the impact of the Olympic Games, many respondents are optimistic that the Olympic Games have brought a lot of business opportunities, but more respondents view the Olympics rationally, and think that the Olympic Games are more indirect effects on the garment industry.

The view that "competition from abroad will be more intense" has also been recognized by some of the respondents.

Lining, "Qiao Sheng" Heng Yuan Xiang, with Lining's "flying to the sky" at the opening ceremony of the Olympic Games, ignited the Olympic flame. The brand of Lining also splendor, not only the stock price soared, but also the promotion of brand reputation at home and abroad was hard to gauge. Many Chinese even believed that Li Ning Co was the official sponsor of the Olympic Games, and also believed that Lining brand was one of the most closely related local brands.

In this survey, the respondents' evaluation of Lining is also very good. Many respondents believe that at least in the short term, Lining is successful, and even thought that the Olympic marketing effect is better than the Olympic sponsor Adidas, which is one of the biggest winners in the clothing industry.

In contrast, the only Olympic sponsor of the textile and garment industry, Heng Yuan Xiang, did not enjoy this Olympic performance.

During the Spring Festival, the 12 Chinese Zodiac TV advertisement of Heng Yuan Xiang was attacked for 60 seconds. Not long ago, in a survey about the Olympic marketing effect, Heng Yuan Xiang's Olympic marketing was unlisted.

In the survey, 47.75% of the respondents believed that Heng Yuan Xiang had a general performance, accounting for 37.08% of the "good", and 11.17% thought the performance was poor.

Perhaps, as Liu Ruiqi, chairman of Heng Yuan Xiang, once said, the Olympic Games will be a learning opportunity for Heng Yuan Xiang.

However, in many people's eyes, such tuition fees are really too expensive.

The brand of sportswear needs to be upgraded comprehensively. Despite the repeated orders of the Olympic Organizing Committee to prevent hidden marketing in the Olympic Games, it is difficult for enterprises to be unmoved by the attractive cake of the Olympic Games.

Last year, the OCOG checked and searched the cross border cases of Kang Tai and Hongxing Erke. This year, it is strictly against death.

Before the Olympic Games, this newspaper interviewed experts from the Olympic Organizing Committee. The other cited a lot of physical evidence to show that clothing is one of the key areas to guard against hidden marketing.

For the problem of "illegal marketing of hidden marketing in domestic clothing industry", although more than half of the "multiple" choices are not selected, it is also the most popular option in the four answers.

In fact, the respondents' preference for domestic sportswear brands is still concentrated on a few excellent brands, and 47.92% of respondents believe that a few brands are good, most of them are general.

Respondents believe that the main problems of Chinese sportswear brands are: homogenization is serious, logistics and management level is low, brand culture needs to be upgraded, technology content is low, and quality needs to be improved.