Sports Big Business No. 2799, welcome to pay attention to the leading sports industry information platform
|freelee
Sports big business reporter
The Year of the Tiger has arrived, and the land of China is filled with the sound of blessings and congratulations. One blessing is particularly special.
In a Video of Chinese New Year Greetings posted on overseas social networking platforms, 23-year-old Slovenian girl Neza Gerryav said in Chinese: "Happy New Year, Year of the Tiger!" ”
On February 4, the fourth day of the Chinese New Year, the opening ceremony of the 2022 Beijing Winter Olympics will be held, and Zheryav will also usher in his first Winter Olympic trip to participate in cross-country skiing. She has moved into the Winter Olympic Village with the Slovenian delegation. This video of blessings was recorded after arriving in Beijing.
Slovenian athletes are also there
CCTV news network to the Chinese people to bid farewell to the New Year
From the athletes to the entire delegation, they were very excited about this trip to Beijing. 2022 marks the 30th anniversary of the establishment of diplomatic relations between China and Sri Lanka, and the Slovenian delegation's friendship with China comes from many more aspects. For six consecutive summer and winter multi-sport events, the Slovenian delegation is a partner of the Chinese sports equipment brand Peak.
The sponsoring delegation was rewarded
In 2008, the Olympic Games were held in China for the first time. The Slovenian delegation won 1 gold, 2 silver and 2 bronze in Beijing, creating the best record of the Olympic Games. Four years later, the Slovenian delegation further forged ties with China and became a partner of the Chinese sports brand Peak.
For Peak, 2008 was also a key year for Peak to set the direction of a new brand. Peak proposed a new development strategy to promote the internationalization of the brand by sponsoring foreign Olympic committees. Previously, Peak has opened up many opportunities to enter overseas markets through basketball marketing and other channels. Working with foreign Olympic committees is a new model that aims to take advantage of the characteristics of multi-sport events to help Peak better display its brand image in foreign markets with full category coverage.
The Slovenian delegation displayed its uniforms for the event in Beijing
Starting with the Iraqi delegation that sponsored the return to major events in 2008, Peak has supported more than 20 delegations to the Winter and Summer Games in 14 years, including as many as 12 delegations in the 2016 single event. To this day, in every year when the event is held, Peak has locked in the title of "Chinese brand with the largest sponsoring delegation".
On the front line of winter events, Peak's sponsorship is also growing. Compared with the six delegations sponsoring New Zealand, Romania, Brazil, Slovenia, Iceland and Ukraine in 2018, the number of Pike's cooperation delegations in 2022 is "plus one", and the Belgian delegation is added, setting a new record for the number of Pike's sponsorship of winter events.
The Belgian delegation cooperated for the first time with Peak at the Tokyo event,
The men's hockey team wore Peake medalwear to celebrate their first gold win
Peak CEO Xu Zhihua mentioned the significance of sponsoring delegations in the early years, "The sponsorship of these overseas resources is not only an investment at the brand level, but also through effective use, to achieve the purpose of promoting overseas markets." "At present, Peak products have entered the market of more than 110 countries and regions around the world, reflecting the effect of sponsoring delegations. The quadrennial event, as an occasion that represents the highest level of competition in the most sports, fully demonstrates the professional quality of the equipment that supports athletes to achieve good results.
The Delegation of Slovenia from Eastern Europe was very representative. Since joining the "Peak Army", Slovenia has won gold medals at every summer event, and won 3 gold medals at the 2020 Tokyo Olympic Games, creating the best record for the delegation. The 7 delegations sponsored by Peak, plus Latvia, Serbia 3×3 men's basketball team, Serbia women's volleyball team, Peak-supported delegation and sports team won a total of 23 gold, 23 silver, 33 bronze and 79 medals in Tokyo, creating the best event record of the "Peak Army".
The Ice Age is another opportunity
From summer to winter, the event is back in Beijing, and Peak also ushers in the opportunity to start again.
In the context of China's vigorous development of ice and snow sports and the proposal of "300 million people on ice and snow", Peak has invested new research and development efforts in winter sports equipment. In 2018, Peak launched winter sports equipment equipped with temperature-controlled technology to support the cooperation delegation.
The Slovenian delegation, which has a deep relationship with Peak, harvested "Chinese luck" earlier. In 2014, the two sides collaborated for the first time during the winter event. Tina Metz not only achieved the "zero breakthrough" of the Slovenian Winter Olympic gold medal, but also won two consecutive gold medals in a single event, becoming a famous figure in sports history. After Beijing's successful bid for the event, Metz said, "Putting on Chinese brand equipment to participate in the Beijing event feels like playing in your own home game." Despite his retirement, Metz supported his descendants in many public occasions in Slovenia on the occasion of the beijing event.
At the Sochi Winter Olympics, Slovenia won 8 medals with 5 men
Second from left is Metz
Also witnessed by Peak, the New Zealand delegation achieved another winter event breakthrough in Pyeongchang. As an island nation in the southern hemisphere, New Zealand's ice and snow project strength is not a leader. At the PyeongChang Winter Olympics, New Zealand won two bronze medals, winning more than one medal for the first time in a single Winter Olympics. Both of the winning athletes wore Peak equipment to the podium. Nico Portius, who won the bronze medal in the men's freestyle U-shaped pool, looked ahead to the trip to Beijing and said, "My goal for this event is to impact the gold medal, and I hope that the Chinese brand I wear will bring me good luck." ”
The various cooperation delegations have made breakthroughs in the winter event, which to a certain extent reflects peak's pioneering in the field of winter projects and withstands the test of professional occasions. The improvement of the strength and influence of winter sports products will help Peak further "go to sea" in the future, because the ice and snow market is an important incremental market.
His delegation looked forward to good results
Among the cooperation delegations of Peak during the Beijing event, Ukraine and Iceland belong to the areas with natural origins with ice and snow, New Zealand, Belgium and Romania have their own ice and snow activity attractions of good quality, and Slovenia's landmark Triglav Peak is the main bearer of local ice and snow culture. For local people, as long as the product quality is excellent, supporting the brand of domestic athletes will be an important choice when participating in winter sports.
Jointly raise the prestige of "Made in China"
The Beijing Summer Event was the starting point for peak delegation cooperation model, and today the Beijing winter event is also a key event for Peak to open a new page in brand development. Providing more categories of products in all seasons and all climates for each market is an important part of the improvement of Peak's product line. Winter sports products put forward more requirements for technology and professionalism, and it is also the driving force for Peak to deepen the accumulation of technology and shape the professional image. Therefore, the winter event has prompted Peak to develop ice and snow sports products, which has led to a new upgrade of Peak.
At present, Peak's main "state pole" technology is being applied to ice and snow sports products. For example, the new intelligent adaptive protection series products appear in the form of state pole modularity, providing effective protection according to the force of the athlete in motion. In ice and snow sports that require high-speed control of lower limbs, the state extreme intelligent adaptive is very useful.
At the end of 2021, Peak launched the State Pole Adaptive Protection series
With the improvement of products, Peak ushered in more space for brand development. Peak's signature delegation cooperation model can be promoted from summer events to winter events, and then continue the successful experience of the year to better land winter products in foreign markets.
In addition to driving Peak to forge new strategic directions, the Beijing Winter Event also created a unique and even rare marketing scenario for decades to come. Peak can take advantage of the "home field advantage" to provide better services for the cooperation delegation and share the more authentic "Peak culture" to the outside world.
Ukrainian athlete Abramenko, the gold medalist of men's freestyle skiing aerial skills at the Pyeongchang Winter Olympics, said that he hopes to take the opportunity to compete in Beijing and bring back more Peak products that have not entered the local market to relatives and friends. "State Pole" is one of Peak's current signature products, Abramenko commented, "'State Pole' technology is very magical, very comfortable to pass, cushioning and rebound feeling are obvious." It was the event that landed in Beijing that Peake reaped the initiative of outstanding athletes such as Abramenko.
Peak provided a full range of winter sports equipment for the New Zealand delegation
Subsequently, the Beijing event is a stage for the development of China's comprehensive national strength, and Peak will work with more Chinese brands to present the rapid development of national industry, so that peak brand image is integrated into the elements of "Made in China" and "Made in China". This path of influence extending from the brand power of the country to the brand power of specific brands is reflected in the official social network account of the Slovenian delegation. Photographs of athletes wearing Peak uniforms at various venues, together with the introduction of the high-speed railway with a maximum speed of 350 kilometers per hour, the "Bird's Nest" stadium, and the cute mascot, present the enthusiasm and thoughtful preparation of Chinese people to welcome the world's winter athletes, as well as the new image of China after its great achievements in modernization.
Looking back at the 14 years from 2008 to 2022, from Beijing to Beijing, it is also the 14 years that Chinese brands, including Peak, have continuously won international applause. As a sports brand, Peak has a deeper understanding of the promotion of the national sports equipment industry by large-scale sports events in china. The winter event is about to be unveiled, Peak is about to usher in a new exam after 14 years, and actively looks forward to the new international road after the exam.
Note: The images used in this article are from the Internet