Chinese brands enter Olympics marketing ring, vying for gold on global stage
- Chinese companies, looking to reach global consumers, have leapt for branding opportunities at Paris Olympics
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China reigns supreme as supplier for the 2024 Olympic Games
Data from market research firm Daxue Consulting showed sports retailer Anta, electric vehicle manufacturer BYD and tech company Vivo have received the most attention on Chinese social media in relation to the Games, with the highest number of mentions on major platforms.
Tencent Marketing Insight has estimated 62 per cent of global television audiences will watch these Olympics, and data collected since 2000 indicates a cumulative 2 billion people have watched the Games at some point during the intervening years.
“Smaller brands that don’t have [large] budgets or want to do something more creative … have cleverly created buzz through pop-ups,” said Jiang Yaling, founder of research and strategy consultancy ApertureChina.
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