Sports Big Business No. 2805, welcome to pay attention to the leading sports industry information platform
Wen | Lin Yuan
Sports big business reporter
On February 8, the final of the beijing 2022 Winter Olympics freestyle skiing women's big jump, Gu Ailing, who played at home, successfully completed the super difficult move 1620 in the final jump, and won the gold with a total score of 188.25 points!
This time, Gu Ailing won not only the first gold of the individual Winter Olympics, but also the first gold medal in the history of the Olympic Games, creating history! After the game, the Winter Games Center of the General Administration of Sport sent a congratulatory letter: "This is the debut of Chinese athletes in the final of the Winter Olympics after the freestyle ski jump was listed as an official event in this Winter Olympics." Debut gold, the future can be expected! ”
As one of China's most popular athletes, Gu Ailing has been a key endorsement resource for businesses before participating in the Beijing Winter Olympics. Winning one of the three gold targets this time will be promoted to a global sports representative and create a higher international reputation.
27 major brands bet on the valley of the Eiling rewards richly won the championship public relations poster big PK
According to statistics, before 2021, Gu Ailing "only" has 7 sponsorship contracts such as Anta.
With her outstanding performances in international competitions such as X-Games and world championships and the qualification for the Beijing Winter Olympic Games, Gu Ailing has cooperated with at least 29 brands before the opening of the Winter Olympics, including:
VISA (Finance), Bank of China (Finance), Chinese Insurance (Insurance), JD Retail (Internet E-commerce), Luckin (Coffee), Tiffany (Jewelry), Little Red Book (APP), Quark (APP), Beats Headphones (Digital), Kohler (Bathroom), Therabody (Fascia Gun), Cadillac (Auto), LV (Luxury Women's Wear and Bags), IWC (Watches), Victoria's Secret (Underwear), China Mobile (Telecom Service Provider), ANTA (sporting goods), FACTION (ski equipment), Oakley (sports eyewear), Red Bull Austria (energy drink), GOSKI (ski social platform), Mengniu (dairy products), Yuanqi Forest (drinks), Tomson By-Health (health products), Beauty Life (home appliances), Estée Lauder (skin care products) and three trees (paints).
Gu Ailing's endorsement is expected to be worth at least 220 million yuan (about $35 million).
Part of the Gu Ailing cooperative brand
Gu Ailing's first golden butterfly effect is huge, so that the endorsement brand has gained more attention and word of mouth than before during the Winter Olympics, bringing more young people's attention to the brand. With the post-00s users gradually becoming the main force of consumption, more and more brands want to label themselves young, but the brands that sponsor Gu Ailing have more say in this regard, whether it is the Winter Olympic hotspots, skiing, or post-0 generation, Gu Ailing's sponsors have achieved resonance with Generation Z.
Gu Ailing's Anta snowsuit, FACTION snowboard, and Austrian Red Bull helmet all have dragon motifs. Among them, the golden dragon pattern on Anta snowsuit was personally designed by Gu Ailing, who wrote the Chinese characters "Gu" and the English "Dragon among People" on the snowboard, hoping to show Chinese elements to friends around the world in the Olympic arena. These ski equipment gained super high exposure during the live broadcast of the competition.
Gu AiLing Golden Dragon Snow Suit
During the Beijing Olympic Games, commercials such as China Mobile, ANTA and Xiaohongshu on CCTV also starred Gu Ailing.
Some of the sponsors' stock prices also soared as Gu Ailing won the championship. As of the close of trading on Feb. 8, Bank of China shares were up 1.28 percent to $3.17; By-Health was up 3.29 percent to $26.35; and Chinese Washoe was up 1.95 percent to $4.71.
The reaction of netizens after winning the championship also showed Gu Ailing's superior ability to carry goods. On major platforms, merchants have gained millions of sales for Gu Ailing limited edition products, and Gu Ailing's signature hand office with a price of 599 yuan has been snapped up in a short period of time.
Netizens have flocked to the brand social media message: "Wear Anta! Take the championship! The Frog Princess is too cow! "Kohler will indeed choose a spokesperson!" Really amazing girl. "Ruixing endorsed by Gu Ailing supports a wave!" She made me realize that there are perfect people in the world. ”
Many netizens began to ask sponsors for the benefits of winning the championship, and the brands also responded quickly: Luckin quickly sent out Gu Ailing's signature photos and free coffee; Yuanqi Forest Official's micro-fire launched the interaction of sending Gu Ailing's signature photos, attracting the attention of thousands of netizens; Mengniu will contract 66 netizens' milk for a year; Midea's induction cooker will send millions of free orders... Gu Ailing's gold grab is turning into a collective carnival of sponsors.
Major brands celebrate the first gold of Gu Ailing
Netizens also shouted over the air for Gu Ailingla's sponsorship. Jiuan Medical, Xiangpiaopiao, Shuhua Sports, Wangfujing and many other listed companies have been called by investors to hire Gu Ailing as the company's spokesperson.
@ Migrant girl of the wishing pool: If the manufacturer must find a spokesperson, I would rather see a positive gu Ailing than see so many traffic artists.
@Digital Madness: This time the mobile phone manufacturer's commercial sense of smell collectively failed? Gu Ailing's appearance + strength coexist, and so young, there is no way in the future of the ski career, leaving little time for mobile phone manufacturers.
@McHeson's Spring: Her ability, the height of her cognition, the sportsmanship she interprets and displays, can't be overstated.
@ Big Lady 2017: Isn't the Olympic champion a hundred times stronger than the nine leaky fish stars?
A new generation of sports idols can be expected in the future
After the 2020 Tokyo Olympic Games, Su Bingtian signed 4 endorsements in 13 days. From September 2021 to January 2022, "Su Shen" has successively reached cooperation with more than ten brands and units such as Jianlibao, SF and China Merchants Bank, with an endorsement fee of more than 10 million yuan. In December 2021, Professor Su unveiled the medal at the Speed Research and Training Center of Jinan University, stirring up the title of "983 University Professor". As the Hangzhou Asian Games approach, Su Bingtian's commercial value will continue to soar.
In the view of sports big business, if there is no accident, after the Beijing Winter Olympics, Gu Ailing's commercial signing speed will be no less than that of "Asian Flyers", and the number of endorsement brands will surpass that of first-line entertainment stars.
At the competitive level, Gu Ailing has absolute dominance in projects such as freestyle skiing U pool. During the preparation for the Winter Olympics, Gu Ailing usually "trained very, very tired, from 9 a.m. to 9 p.m., finding time to eat on the cable car or rest for a few minutes, eat a few bites of food and then go to training." With this perseverance, Gu Ailing successfully challenged ultra-difficult actions such as 1440 and 1620, and she also overcame injuries such as a fracture of her right hand and a torn ligament of her thumb.
At the fashion level, as a model, Gu Ailing has a figure that is definitely not inferior to that of a first-line actress and a super fashion control, and has appeared on the cover of Elle and Vogue China.
After years of training, Gu Ailing's figure remained perfect. In the magazine photo and endorsement publicity, she has a good grasp of the setting of various roles.
Gu Ailing Tiffany print advertisement
Whether it is Gu Ailing as a model shooting magazine, or Gu Ailing, who soared in the air on the field to win honors for the country, they brought a lot of surprises to the audience and let the audience also see the multi-faceted nature of the Olympic champion.
Gu Ailing water photo
During the Beijing Winter Olympics, Gu Ailing fully demonstrated her ability to lead fashion trends. Her five-ring nail art has been carefully designed and has also been on the hot search. After Yang Qian won the first gold last year, her pearl nail art also caused widespread discussion, and Gu Ailing's nail art out of the circle means that her national popularity has further improved. At present, the brand endorsement fee of entertainment stars is often 20 million, and Gu Ailing is expected to tilt the brand's balance to the sports field.
Gu Ailing's five-ring nail art has attracted heated discussion
18-year-old Gu Ailing will enter Stanford University this fall semester. Under the blessing of xueba aura, Gu Ailing is widely known in the global Chinese community, which not only affects the participation of the younger generation of women in the movement, but also deeply touches the educational philosophy and consumption tendencies of Chinese parents.
After Gu Ailing won the championship, her experience in college entrance examination SAT close to full score and having studied olympic numbers in Haidian has become a topic of discussion, and Gu Ailing's mother Gu Yan has also become a learning object for Haidian mothers and bay area mothers.
According to the Phoenix Network quoted by "China Science and Technology Information" report, Gu Yan is a high-caliber student of Peking University, a famous biologist, one of the experts in synthetic bovine insulin - a closed disciple of Professor Shen Tong; she went to the United States to study at the age of 22, received a full scholarship from Aoben University, a master of biology; served as the director of the biogenetic laboratory of Rockefeller University School of Medicine; and later studied at Stanford University MBA, and received offers from 12 financial institutions when she graduated.
During her time in the United States, Gu Yan joined Lehman Brothers and handled hundreds of millions of dollars in transactions. In 1997, Beijing Oriental Weibo International Information Technology Co., Ltd., with a total investment of 8 million US dollars, was established, and Gu Yan's identity was the chairman. She not only introduced foreign funds for China, but also mobilized outstanding electronic information technology talents in the United States to return to China together to realize China's Silicon Valley dream.
At present, Gu Ailing's American modeling business is managed by IMG Models, a subsidiary of Endeavor Group, and other business endorsement and brokerage affairs are represented by Gu Yan.
Gu Yan in his youth
Gu Yan took Gu Ailing to skiing since she was a child, and began to contact freestyle skiing at the age of 8, studying at Lake Tahoe Ski School for five years. In addition to skiing, Gu Ailing has studied long-distance running, basketball, gymnastics, yoga, horse riding, football, rock climbing, and archery. In 2018, Gu Ailing's 800 meters can run into 2 minutes 36 seconds 07, and the 1600 meters is 5 minutes 31 seconds 98. Extraordinary physical qualities undoubtedly laid a good foundation for her brilliant career and academic career.
Gu Ailing's long-distance running results
Physical education is also something that many Chinese parents once ignored and despised. During the Spring Festival, netizens once joked that only Haidian mothers can save the national football team. "As long as the Ministry of Education includes football as a compulsory subject in the college entrance examination." In less than three years, Haidian mothers will surely create miracles for the motherland. ”
Although the perception of skiing in China is far less than that of football, and it has not entered the sports projects of the middle school entrance examination and the college entrance examination, with the influence of Gu Ailing and Gu Yan, it may make more mothers realize the importance of sports, and then drive their children to participate in ice and snow sports.
Gu Ailing wants to do more than just skiing – she wants to change the landscape of snow sports forever. In an interview with the media, Gu Ailing revealed, "I want to inspire more Chinese people to start skiing, because skiing brings me more than just medals." ”
Ice and snow sports is a male-dominated field, gu Ailing said, "to be able to represent young people and represent women is really meaningful to me." I've always said that my goal is to spread the sport I love to kids, especially girls, on a global scale and to transform the culture of sports into a culture driven by passion." In Gu Ailing's view, "If I can do 1620, others can also try." You can go skiing, you can also find your love, most want to through the Winter Olympics, to let more people know about skiing, to experience skiing by themselves, especially teenagers, girls, I hope we can see you on the slopes in the future. "
On February 14 and 18, Gu Ailing will compete in the freestyle ski U-shaped course and slope obstacle course respectively, which she is better at. As the most dominant woman in the free skiing industry today, Gu Ailing is expected to win three gold medals and three gold piers at the Winter Olympics. When brand owners see an incomparably bright future from Gu Ailing, they are bound to have more confidence in investing in sports.
Note: The images used in this article are from the Internet