In fact, there are also China enterprises on the sponsorship list of the London Olympic Games. For example, Beijing Crystal Digital Technology Co., Ltd. (hereinafter referred to as "Crystal") is one of 28 official suppliers. The person in charge of Crystal Stone Company said that we successfully signed a contract with the London Olympic Games in 2009 to provide digital image services such as digital content of the opening ceremony and all ceremonies, sports demonstrations, promotional videos, venue design visualization, mascot publicity and so on.
He also said: "At present, Crystal Stone has officially set up a branch in London to continue to expand its international business while serving the London Olympic Games." In addition, Shuangxi also provided table tennis for the London Olympic Games as an equipment supplier, laying special venues and so on.
In the 2008 London Olympic Games, Chinese enterprises almost swept 12 top suppliers, but this year they all withdrew. The sharp contrast surprised many people. In this regard, some experts said: "A survey by the International Olympic Committee shows that 80% of Olympic sponsors have not achieved the expected results, and some even have no effect. Therefore, the withdrawal of China enterprises is not a lack of strength, but a' rational' decision ".
He also said: "For those enterprises whose Olympic marketing effect is not ideal, the huge marketing expenses will probably bring little income, which will drag down the company's performance. For example, during the 1996 Atlanta Olympic Games, there were more than 200 enterprises that won the sponsorship right at that time, but only 25% of them recovered their costs, and most other enterprises only obtained little short-term benefits. In the campaign for sponsors of the London Olympic Games, many large foreign companies gave up bidding rationally. For example, McDonald's once said that after careful calculation, it is difficult to get the due return because of the high sponsorship fee, so it almost withdrew from the ranks of the top sponsors of the Olympic Games. "
However, although Chinese enterprises were not selected as partners, they still participated extensively in this Olympic Games. An official of the London Olympic Organizing Committee once said, "There are about 70,000 direct contracts for the London Olympic Games and the supply chain brought about by them. In total, there may be 75,000 business investment opportunities and 8 billion US dollars of business opportunities. The most striking word is' Made in China'. "
The British Daily Mail commented on "Made in China", saying that "90% of the 194 Olympic goods on the official website of London Olympic Games were made overseas. Despite the opposition of many small and medium-sized enterprises in Britain, nearly two-thirds of the goods are produced in China. In addition, 9% is produced in Turkey and 4% is produced in the Philippines. "
In addition to the share of manufacturing industry in the London Olympic Games, China's sports industry has also adopted the strategy of "saving the country by curve", and sponsored delegations and athletes from various countries to appear in the London Olympic Games. For example, Li Ning sponsored the uniforms of members of several advantageous events of China delegation, namely, table tennis team, badminton team, gymnastics team, diving team and shooting team. Anta is the sponsor of China delegation's award-winning suit; Peak provided award-winning clothes for the members of seven Olympic delegations from New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus. Red Star Hongxing Erke chose to provide competition clothes for members of delegations from South Africa, Iran and Uzbekistan.