近年来，中国运动服装企业提交了出色的成绩单，在消费者中获得了更多的认可和信任。许多中国品牌是2020东京奥运会的主要赞助商，赢得了不错的口碑。
未来五年，预计政府政策将为体育产业链从上游到下游的发展提供巨大推动力。同时，各省市很可能将推出更具体的指导方针和鼓励措施。政府希望提高居民的整体身体素质水平，促进全民健身，体育用品制造商、健身房和训练场馆可能会在未来几年受益于这一趋势。
虽然推迟了一年举办，2020东京奥运会最终还是在上个月圆满落幕。中国代表团在本次奥运会上取得了不错的成绩，而许多中国品牌是2020东京奥运会的主要赞助商。沙利文大中华区执行总监楼磊在接受《中国日报》采访时表示，未来五年，预计政府政策将为体育产业链从上游到下游的发展提供巨大推动力，体育用品制造商、健身房和训练场馆可能会在未来几年受益于这一趋势。
体育品牌商家为了吸引新商机而“快速起跑”
Sports brands quick out of the starting blocks to attract new business
Chinese athletes excelled at the 2020 Tokyo Olympics, which ended early last month, even though they competed in empty venues because of the COVID-19 pandemic.
中国运动员在上月早些时结束的2020东京奥运会取得了杰出的成绩，虽然许多场馆都因COVID-19疫情而空无一人。
Despite the lack of spectators, the Games drew huge television and online audiences in China, due mainly to the one-hour time difference between China and Japan, and people staying at home to avoid possible infection from new clusters of the virus on the Chinese mainland.
尽管没有观众，奥运会仍然在电视和互联网上吸引了大量中国观众，因为中国和日本只有一小时的时差，并且人们为了避免感染病毒而留在家里。
Lou Lei, executive director at consultancy Frost & Sullivan China, said, "Chinese athletes performed well in different competitions at Tokyo 2020."
沙利文大中华区执行总监楼磊表示：“中国运动员在2020东京奥运会各个赛事中表现都很出色。”
In recent years, Chinese sportswear companies have also turned in excellent performances, winning increased recognition and confidence among consumers, Lou said.
楼磊说，近年来，中国运动服装企业同样提交了出色的成绩单，在消费者中获得了更多的认可和信任。
"Some Chinese brands that were major sponsors for the Tokyo 2020 Olympics and provided sportswear and equipment have been highly successful. It is only natural for consumers to connect sports brands with Chinese athletes, thus giving the brands a good reputation when people buy their products," Lou added.
“有些非常成功的中国品牌是2020东京奥运会的主要赞助商并且提供了运动服和器械。消费者自然将运动品牌和中国运动员联系起来，从而当他们购买这些品牌的产品时，产品都有着不错的口碑”，楼磊补充道。
A Li-Ning store in Shanghai. CHEN YUYU/FOR CHINA DAILY
来源：中国日报
However, Adam Zhang, founder of Key-Solution Sports Consulting, a sports marketing and consulting company based in Beijing, said sponsorship for the Tokyo Olympics was not as active as that for previous Games in terms of promotion and integration of online and offline activities. This was due to the constantly changing situation caused by the pandemic.
北京的Key-Solution体育咨询公司的创始人张庆说，东京奥运会的赞助在促销和线上线下活动的结合方面不如之前几届奥运会积极。这主要是因为疫情导致情况不断发生变化。
With the widespread use of mobile devices to watch the Olympics, relationships between consumers, athletes and sponsors have changed significantly, Zhang said.
张庆表示，由于观众普遍使用移动设备观看比赛，消费者、运动员和赞助商之间的关系发生了显著的变化。
"From athletes competing and spectators watching events, to audience participation and content creation, a new togetherness requires more long-term engagement and quick real-time response from sponsors," Zhang said.
张庆说：“从运动员比赛观众观看，到观众参与内容创作，一种新的集体感使得赞助商需要加大长期投入并且能够快速实时反应。”
Chinese beverage producers including Nongfu Spring and leading sportswear brands such as Li-Ning, Anta and Peak were among the sponsors.
赞助商当中，包括农夫山泉等中国饮品生产企业和李宁、安踏、匹克等领先的运动品牌。
A worker completes a table tennis bat at a Shanghai DHS Group factory. PROVIDED TO CHINA DAILY
来源：中国日报
Sportswear giant Anta Sportswear Group, an official partner to the Chinese Olympic Committee, designed Team China's podium uniforms for Tokyo.
运动服饰巨头安踏运动服饰集团是中国奥委会的官方合作伙伴，设计了中国队的领奖台制服。
The results of an Olympic "mindshare" brand marketing survey just released by a leading research institution show Anta in the lead over other brands, with a 40 percent share among customers.
权威研究机构刚刚发布的奥运“思想共享”品牌营销调查结果显示，安踏领先于其他品牌，在客户中的份额为40%。
In the first half of this year, Anta launched a new brand concept inspired by the Olympics. The company said it has frequently interacted with consumers on national mainstream media and social network platforms, winning more than 10 billion brand views.
今年上半年，安踏推出了以奥运会为灵感的全新品牌理念。该公司表示，它在全国主流媒体和社交网络平台上频繁与消费者互动，赢得了超过100亿的品牌浏览量。
Working with the Chinese Olympic Committee for 16 years, Anta has invested more than 3 billion yuan ($460 million) in the research and development of sportswear technology and has vowed to add 4 billion yuan to this sector.
与中国奥委会合作 16 年，安踏已在运动服装技术的研发上投资超过 30 亿元人民币（4.6 亿美元），并承诺为该领域增加 40 亿元人民币。
Based in Xiamen, Fujian province, the company has provided sportswear products for 28 Chinese teams competing at Olympic Games. It has developed advanced technologies to manufacture equipment for 10 teams representing China, including shoes and a waist support system for weightlifters and super-light shoes for boxers.
公司总部位于福建省厦门市，已为28支中国队参加奥运会提供运动服产品。它开发了先进的技术，为代表中国的10支球队制造装备，包括举重运动员的鞋子和腰部支撑系统以及拳击手的超轻鞋。
This year, it launched "Anta championship experience stores "in key shopping locations, attracting a wide range of consumers, according to the company. Licensed products have been introduced for the 2022 Winter Olympics in Beijing and Zhangjiakou, Hebei province. The items, which feature the Chinese national flag, attract buyers with "medium and high consumption capacity", paving the way for the company to open more such stores.
据该公司称，今年它在主要购物地点开设了“安踏冠军体验店”，吸引了广泛的消费者。2022年北京和河北张家口举办的冬奥会已引进授权产品。这些以中国国旗为特色的商品吸引了具有“中高消费能力”的买家，为公司开设更多此类商店铺平了道路。
Products are displayed at a Peak store in Shanghai. PROVIDED TO CHINA DAILY
来源：中国日报
营收增长
Revenue boost
Ding Shizhong, chairman of the board of directors and CEO of Anta Group, said the company will continue to focus on sportswear, consolidate research and development, and keep developing a multibrand competitive edge to cater to sports-loving consumers in different market segments and fields.
安踏集团董事局主席兼CEO丁世忠表示，公司将继续专注于运动服饰，巩固研发，持续打造多品牌竞争优势，迎合不同细分市场和领域的热爱运动的消费者。
The group can do this due to government policies promoting national fitness and because of the Tokyo 2020 Olympics and the 2022 Beijing Winter Olympics, Ding said.
丁说，由于政府促进全民健身的政策以及2020年东京奥运会和2022年北京冬奥会，该集团能够做到这一点。
The Tokyo Games also boosted revenue and profits for sportswear manufacturer Li Ning Co. According to its interim report for this year, revenue surged by 65 percent in the first six months to 10.1 billion yuan, while net profits rose by 187 percent to 1.96 billion yuan. The brand sponsored the Chinese shooting, diving and table tennis teams.
东京奥运会也提振了运动服装制造商李宁公司的收入和利润。根据今年的中期报告，前六个月收入猛增65%至101亿元人民币，而净利润增长187%至19.6亿元人民币。该品牌赞助了中国射击队、跳水队和乒乓球队。
Zhang said many Chinese sponsors have explored marketing innovation, for example by inviting gold medalists to take part in livestreaming sessions sponsored by brands.
张庆说，许多中国赞助商已经探索了营销创新，例如邀请金牌得主参加品牌赞助的直播活动。
The winners of the Olympics are "natives of the internet"－the athletes who took part and the internet users who volunteered to develop content based on real-time events at the Games, Zhang said.
张庆说，奥运会的获胜者是“互联网原住民”——参加比赛的运动员和自愿根据奥运会实时赛事开发内容的互联网用户。
Marketing major sporting events is now defined as "emotional marketing", as young athletes and the events themselves create emotions that inspire the public and viewers, Zhang said.
张庆说，营销重大体育赛事现在被定义为“情感营销”，因为年轻运动员和赛事本身创造了激励公众和观众的情感。
Transforming emotions and traffic generated from such events into business and revenue calls for brand teams to accurately locate the market and respond quickly, he added.
他补充说，将此类事件产生的情绪和流量转化为业务和收入，需要品牌团队准确定位市场并迅速做出反应。
Strong momentum in China's sportswear industry is deeply rooted in government policies aimed at promoting national fitness and building a wholesome and healthy society.
中国运动服装行业的强劲势头，深深植根于政府旨在促进全民健身和建设健康社会的政策。
Early last month, the State Council, China's Cabinet, unveiled a five-year blueprint for 2021 to 2025, designed for greater public participation in physical exercise. The guideline includes measures to increase the number of sports facilities in communities nationwide.
上月初，中国国务院公布了 2021 年至 2025 年的五年蓝图，旨在提高公众对体育锻炼的参与度。该指南包括增加全国社区体育设施数量的措施。
Nongfu Spring was among Chinese sponsors at Tokyo 2020. ZHU XIAOMENG/FOR CHINA DAILY
来源：中国日报
By 2025, the government is aiming for 38.5 percent of the population to take part regularly in physical exercise－at the end of last year, the proportion was 37.2 percent. According to the plan, the sports sector's market scale in China is expected to reach 5 trillion yuan by 2025.
到2025年，政府的目标是让38.5%的人口经常参加体育锻炼——去年底，这一比例为37.2%。根据规划，到2025年，中国体育产业市场规模有望达到5万亿元。
The government is also aiming to set up more fitness facilities in counties, villages and communities, and for residents to have access to them within a 15-minute journey time.
政府还计划在县、村和社区建立更多的健身设施，让居民在 15 分钟的路程内使用这些设施。
Lou, from Frost & Sullivan China, said: "In the next five years, the plan looks set to give huge impetus to development of the sports sector industry chain from upstream to downstream, as the level of support is unprecedented in China. Provinces and cities are expected to launch more-specific guidelines and encouragement measures in response to the blueprint.
沙利文大中华区执行总监楼磊表示：“未来五年，该计划似乎将为体育产业链从上游到下游的发展提供巨大推动力，因为这种支持水平在中国是前所未有的。预计各省市将针对蓝图推出更具体的指导方针和鼓励措施。“
"China aims to raise the overall physical fitness levels of residents and promote fitness as a habit for the public, instead of just for small groups of professionals. Sports goods manufacturers, gyms and training venues will likely benefit from this trend in the next few years," Lou said.
“中国的目标是提高居民的整体身体素质水平，促进全民健身成为一种习惯，而不仅仅是一小部分专业人士。体育用品制造商、健身房和训练场馆可能会在未来几年受益于这一趋势，”楼磊说。
*本文转自《China Daily》，作者为WANG ZHUOQIONG和ZHU WENQIAN，原文名为《Chinese sponsors take the lead at Olympics》。
