Su Yiming cried.
He had already locked up the gold medal in the event ahead of his appearance in the third round of the men's big jump final. Su Yiming and coach Yasuhiro Sato hugged each other tightly to celebrate the breakthrough they had made in each other's efforts.
This is the sixth gold medal won by the Chinese delegation at the Winter Olympics, breaking the record of 5 gold medals in Vancouver 12 years ago. At the same time, 17-year-old Su Yiming also became China's youngest Winter Olympic champion.
In another arena, Yili, a leading Chinese dairy company and the official partner of the 2022 Beijing Winter Olympics, is also writing the same wonderful Chinese story: from the simple mission of "not letting foreign athletes come to China with milk", to impressing the Beijing Olympic Organizing Committee with strength and sincerity, sponsoring the 2008 Beijing Olympic Games, and now empowering the entire ice and snow industry in an all-round way and becoming the country's foreign brand business card.
On February 15, Yili announced that Su Yiming had become its spokesperson, which was the brand's highest praise for athletes. Su Yiming became the brand spokesperson of Yili at the age of 17, and this year is exactly the 17th year that Yili has held hands with the Olympic Games. Interestingly, Pan Gang, chairman and president of Yili Group, was the No. 17 torchbearer of the Beijing Winter Olympics.
On the road of constantly breaking through themselves, Su Yiming and Yili are very compatible, have never stopped pursuing their dreams, and are the best practitioners of the Olympic spirit. "Worthy of you", fate is destined.
We tried to use four key words to talk about the young Olympic champion and the Chinese brand Yili behind him.
Happy
It is difficult to understand snowboarder Su Yiming with simple labels such as "hard", "post-00s" and "stylistic double star", he and Gu Ailing should be a new generation of athletes completely different from the past, "happy" and "sunshine" are the more obvious labels on them.
Different from the identity of the slash youth in the past, Su Yiming needs to focus more time and energy on the breakthrough of technical action. He trains for up to 6 hours a day, sometimes with a new technical maneuver to be practiced repeatedly for a summer to achieve a breakthrough. When the training intensity is the highest, he can "practice" 4 snowboards a week.
On the other hand, Su Yiming has another set of sports spirit engraved with optimism and love in her heart.
After the final of the slope skills tournament, referee chief Iztok Schumatic admitted that the scoring was controversial. From the tears of Su Yiming's subsequent gold medal, it can also be seen how much he cares about this championship. But to everyone's surprise, Su Yiming and Yasuhiro Sato publicly thanked the referee and congratulated the champion Max Parot.
Erie once invited the snowboard god Sean White to come to China to guide children in skiing, giving them happiness and promoting ice and snow sports.
After Gu Ailing finished the freestyle ski women's steeplechase, the top three athletes also hugged each other tightly and celebrated each other's achievements. Unlike traditional competitive sports, snowboarding and freestyle skiing promote the extreme sports spirit of challenging themselves.
From this point of view, Su Yiming's tears after winning the championship are even more joyful to challenge himself to success. But in no way did it affect the congratulations he had previously expressed to Parrot, who had also received the same sincere blessings from his opponents.
innovation
The spirit of innovation is inseparable from the origin and development of the snowboarding project that Su Yiming is engaged in.
The snow sports of this Winter Olympic Games are divided into 6 major events, namely cross-country skiing, alpine skiing, ski jumping, Nordic biathlon, freestyle skiing and snowboarding.
Cross-country skiing and alpine skiing can be considered as the basis of skiing. Originally produced as a way for people in alpine areas to commute and hunt, it gradually evolved into a sports project, which has long appeared in the Winter Olympic Games and belongs to the racing category. Ski jumping and Nordic ski jumping can be regarded as small variants based on the above two. The main competition is the distance and action posture of the jump.
The emergence of freestyle skiing can be seen as the creation of a new narrative logic, which originally belonged to snow athletics (racing or distance competition) into "snow gymnastics". From the perspective of the audience, the fashion sense and ornamentality of the sport have been improved; for athletes, the way to improve has extended from a single dimension of "faster, higher, stronger" to imaginative "more fun" and "more unimaginable".
In simple terms, snowboarding can be seen as freestyle skiing with changed equipment. Of course, to be more precise, it is still much younger than the former – it was created by surfing and skateboarding groups in the United States in 1965 and officially became a winter Olympic event in 1998.
From an individual point of view, Su Yiming is also constantly challenging his own difficult actions and has been innovating.
At the end of 2018, Su Yiming, who participated in the men's big jumping adult competition for the first time in snowboarding, could only make a forward flip of 900 degrees. By the end of October 2021, he had completed the extremely difficult action of the inner turn 1980 degree grab at the Stubai Ski Park in Austria, and was certified by the Guinness Book of Records.
In fact, as the sponsor behind the 17-year-old Olympic champion, Yili has also been working with the Olympics for 17 years. Innovation is also the key word and core competitiveness of this company in serving the Olympic Games.
The first is product innovation. During the Beijing Winter Olympics cycle, Yili was entrusted by the Institute of Sports Medicine of the General Administration of Sport of the People's Republic of China and undertook part of the special work of the "Science and Technology Winter Olympics", responsible for the research and application of winter project meal replacement foods, ready-to-eat foods and sports nutrition products.
Secondly, at the enterprise level, Yili Group has also built a "global wisdom chain" covering Asia, Europe, Oceania, the Americas and other places at the supply chain level. At a time when the global economy is still seriously affected by the epidemic, the advantages brought by innovation can also enable Yili to more calmly cope with market uncertainty and help the Winter Olympics of science and technology.
accompany
Two details can be seen in the importance of Coach Yasuhiro Sato to Su Yiming.
After the slope obstacle course competition, Coach Sato was the first person Su Yiming hugged.
He hung the silver medal around Coach Sato's neck, and Sato returned the silver medal to Su Yiming, "Thank you, but this is yours." Su Yiming replied, "This is the two of us." ”
Before the last jump of the big jump, Su Yiming and Coach Sato hugged each other tightly, excited and tearful. This is an expression that Su Yiming has never had after losing the gold medal before.
In fact, Sato's growth experience in his youth is very similar to Su Yiming's - both have experienced the path from enthusiast to professional athlete. Sato accidentally came into contact with snowboarding during his love affair while studying abroad, and with the attitude of "challenging the limit", he participated in the sport with some impulsiveness, and since then he has been out of control and gradually became the "godfather of skiing in Osaka, Japan".
In December 2021, after winning the first world championship, Su Yiming posted a photo with Coach Sato.
Similar experiences, coupled with the companionship during the preparation for the Beijing Winter Olympics, can make Su Yiming and Coach Sato have a sympathetic friendship.
There is a story circulating in the circle that during the epidemic period, due to quarantine restrictions, Su Yiming sent videos of herself and the top international players she saw to Sato every day, and the two discussed business online together.
A similar companionship story takes place between Erie and the Olympics.
Seventeen years ago, Yili became a dairy company providing services for the 2008 Beijing Olympic Games. In fact, after Beijing's successful bid to host the 2008 Olympic Games in 2001, Mr. Pan Gang, chairman of Yili Group, buried his Olympic dream in his heart - "Don't let foreign athletes come to China with milk on their backs." ”
Seventeen years later, Beijing has changed from welcoming the Olympic Games to being the only city of the Two Olympics, and Yili has also changed from a dairy company to a company that provides comprehensive nutrition and health support. According to statistics, Yili has provided nutritional protection for 32 major training bases, 28 summer Olympic teams, 11 winter Olympic teams, 640 training venues, and more than 12,000 athletes, and practiced the corporate creed of "Yili is quality" in the field of professional sports.
In the past 17 years, Yili has also witnessed the replacement and breakthrough of several generations of Olympic athletes in China. In Turin in 2006, the Chinese delegation was still a catch-up in the winter events; with the holding of the Winter Olympics, we can not only send professional athletes to participate in all 15 major events, but also successfully promote the whole people to the ice and snow in the field of mass fitness, laying a solid foundation for further becoming a sports power.
Olympic spirit
In addition to the above three narratives about the individual, from the 17-year-old Olympic champion and his snowboarding, we also seem to see a new direction for the Olympics to embrace young people in the future: in addition to being taller, faster, stronger and more united, but also cooler and more fun.
A transition promo during the opening ceremony can see some clues. In the film, people from different countries imitate the movements of winter sports such as four-person snowmobiles, sleds, curling, figure skating, and snowboarding in different seasons, and vividly move winter sports to the scene of life.
In fact, whether it is skateboarding, surfing, and three-person basketball newly introduced into the Summer Olympics, or snowboarding and Gu Ailing's freestyle skiing in Su Yiming, they represent the signal of rejuvenation and the embodiment of the Olympic spirit of the new era.
For Yili, on the one hand, it provides health and nutrition guarantees for these young athletes participating in the Olympic Games; on the other hand, it also provides support for Beijing's bid to host the Olympic Games and become a double Olympic support, including funds and science and technology.
Su Yiming and Yili, to some extent, together with China, have become the real "winners" of this Olympic Games. "Xiaoming" uses impeccable performance to show personal strength and business potential, interpreting "I am the future"; Yili shows its strong research and development strength and product and supply chain capabilities, and interprets "Yili is quality" for 17 years.
Over the past 17 years, the Olympic spirit has always been a beacon on the road of Yili's development, the brand takes the Olympic spirit as the coordinates, integrates the pursuit of quality into the blood, and "Yili is quality" has been set as the corporate creed, which is the core content of corporate culture. Whether it is Su Yiming or Yili, 17 years is a new starting point for a new glory.