The Down Jacket For The Opening Ceremony Of The Winter Olympics Is Also Made In China

Originally published by ID: timeweekly / Li Jing

The super influence of the opening ceremony of the Beijing Winter Olympics continues.

The down jackets worn by athletes from all over the world set off an upsurge of discussion. On the evening of the opening ceremony, such as down jacket, down jacket show, Canadian team uniform and Finnish down jacket, etc., appeared on the hot microblog search list one after another on the evening of the opening ceremony.

As of February 6, 450 million times of reading on the topic of "down jacket for the opening ceremony" has been read. Netizens called out: "I like several of them." There are also netizens who hope that the brand side will be on the shelves soon.

Ice and snow economy is hot, outdoor clothing and down jacket and other categories have been concerned, a number of clothing brands also take this to show their strength.

"One service is hard to get"

Netizens have been "mercilessly" planting grass by the athletes' down jackets, and have begun to look for relevant brand information.

For example, Finland is provided by its local sports fashion brand icepeak, Canadian down jacket is designed by lululemon, American clothing brand is Ralph Lauren, German delegation's is designed by Adidas, Italy's is Armani.

Among them, lululemon, a Canadian brand that started with yoga suits, was unexpectedly out of fashion. It is understood that lululemon Winter Olympics clothing is only available in Canada.

On the social platform, many netizens have published purchase information. On February 5, a reporter from the times weekly found that many popular down jackets were out of stock on lululemon's official website.

"There was no one to buy it before. It became popular after the opening ceremony yesterday." On the same day, a lululemon agent told the times, "the red money is out of stock."

The Beijing Winter Olympic Games is lululemon's Olympic debut. This cooperation will also help lululemon broaden its reputation and product line, and change its image of yoga clothing brand.

In addition to lululemon, Anta's blue down jacket at the opening ceremony of the Winter Olympic Games has also become a product that netizens are scrambling to buy. Netizens flock to Anta tmall's official live broadcasting room to look for the anchor to buy. As of press release, other parts of Anta Winter Olympic Games licensed goods also show that goods off the shelf, or broken code.

It is understood that Anta has built competition equipment for 12 Chinese sports teams in the 15 sub items of the Beijing Winter Olympic Games, and it is the sports brand that supports China's national team with the most equipment.

Some securities companies predict that the revenue from licensed commodities will exceed 2.5 billion yuan in the whole winter Olympic cycle. Under the influence of the "Olympic effect", the surrounding products will usher in good sales, and the Winter Olympic elements can be called "hot money manufacturing machine".

Using the Winter Olympics to show muscle

"There are not only professional sports brands, but also leisure brands such as UNIQLO. It can be seen that sports and fashion elements are more and more closely combined. Sports should also be fashionable, and fashion should also have sports design." On February 5, a senior clothing industry practitioner told time weekly that the opening ceremony of the Winter Olympics is undoubtedly an excellent occasion to display the brand image.

As the official sports clothing partner of the 2022 Beijing Winter Olympic Games, Anta shows a diversified clothing territory and is the "king of merger and acquisition" in the field of clothing.

△ Anta clothes from skier Gu ailing

For example, Descente, which has reached cooperation with the Japanese delegation this year, has acquired the right to operate its China business by Anta at the end of 2016. The Dutch delegation cooperated with FILA, and Anta acquired FILA's China business in 2009, targeting middle and high-end consumers.

Anta has formed a brand matrix through M & A and equity participation. Its brands include Salomon, Arc'teryx, atomik, Kolon, etc. These brands constitute three different brand groups: professional sports, fashion sports and outdoor sports.

At the end of 2021, Anta put forward the "new decade" strategy. By 2025, five 1 billion euro development plans will be realized: Archaeopteryx, Salomon and Wilson will be built into 1 billion euro brands respectively, and the revenue of China market and direct marketing mode will be 1 billion euro.  

Some international brands have highlighted their product styles and features in the Winter Olympics.

UNIQLO emphasizes the concept of environmental protection. The blue color matching down jacket adopts recyclable materials and environmental protection technology; Lululemon introduced the "modular dressing system" and applied the current popular outdoor products such as seamless technology, waterproof structure and Primaloft insulation materials.

A common feature is that these brands regard the Chinese market as the top priority.

Lululemon is making great efforts to lay out the Chinese market. With the opening of lululemon's Changying Tianjie store in Beijing on January 27, lululemon will have 71 stores in mainland China by the end of fiscal year 2021.

According to the third quarter of 2021, lululemon's sales in China's online and physical stores have achieved a compound growth rate of 70% in the past two years, significantly exceeding the overall growth rate of the international market.

"We are very satisfied with the 70% compound growth in the Chinese market. The company continues to invest in new stores in China and its China headquarters in Shanghai." Calvin McDonald, chief executive of lululemon, said at the third quarter of 2021 performance communication.