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No matter from which dimension, this Asian Games in Hangzhou is undoubtedly extremely successful.
At the opening ceremony, digital torchbearers lit the torch for the first time, and technology has entered the sports world; Off-site, the on-site sound control engineers collectively “live”, bringing a more “younger” and “grounded” watching experience to the audience. The audience was enthusiastic and the media stationed in large numbers, which injected new vitality and vitality into the event that was delayed for one year. Tickets for the Asian Games were “hard to find”.
More importantly, on the athletic field, China athletes competed for gold and silver, showed their strength at home, and created a new record of 201 gold medals that could be written into the sports history of China, in which the China National Synchronized Swimming Team (hereinafter referred to as “China Flower Tour Team”) played a key role.
China Flower Tour Team made great achievements again, winning the synchronized swimming doubles and team events. Twin sisters Wang Liuyi and Wang Qianyi won the gold medal in synchronized swimming with a total score of 526.8620. In the collective event, China Flower Tour Team won the gold medal by 37.7141 points ahead of the second Japanese team, and fixed the total number of gold medals of China Team in this Asian Games at 201, helping the China delegation to create the best result of the Asian Games.
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▲ Wang Liuyi and Wang Wei win gold.
The Hangzhou Asian Games, which was postponed for one year, has not been disturbed at all in terms of influence. Considering that this may be the last comprehensive sports competition held in China in recent years, the audience, media and sponsors have all shown extraordinary enthusiasm.
At the sponsor level, the Asian Games ushered in an increase in epic level. According to the statistics of Lazy Bear Sports, the total sponsorship amount of this Asian Games is close to 5 billion yuan, and the total number of sponsors has reached an unprecedented 175.
As a representative of the sanitary ware industry in China, Jiumu Group is also involved. In the golf course, badminton court, equestrian field and Asian Games Village of the Asian Games, you can see a variety of bathroom products owned by Jiumu Group.
What is more noteworthy is that on the eve of the Asian Games in Hangzhou, Xiaomu Sanitary Ware of Jiumu Group officially announced that it has become the official partner of China Synchronized Swimming Team, hand in hand with the “National Brand” team. Together, they will open a new chapter in sports in China, and continue to help China athletes bloom in the Asian Games and step onto the world stage.
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▲ Jiumu Group Xiaomu Sanitary Ware signed a contract with China Flower Tour Team.
The two became attached to each other because of “water”, and synchronized swimming was known as “underwater ballet”. Since its inception, China Flower Tour Team has become a world-class strong team under the cultivation of generations. At the Budapest World Swimming Championships in 2022, the China Flower Tour Team won the gold medal in the collective technical optional event for the first time, achieving a historic breakthrough; At the Fukuoka Swimming World Championships in 2023, the China Synchronized Swimming Team continued to exert its strength, won three gold medals and wrote one brilliant chapter after another.
Of course, not only this Asian Games in Hangzhou, but also from beginning to end, Jiu Mu Group has always had great enthusiasm for deeply participating in large-scale sports events, and sports marketing has also become an important entry point of Jiu Mu’s marketing strategy. In addition to the Asian Games, the sanitary products in the newly upgraded athletes’ apartments of the Training Bureau of the State Sports General Administration, Chengdu Gymnasium, Hainan Stadium and other domestic sports venues are also from Jiumu Group.
Perhaps, like many brands that continue to exert their strength in the field of sports marketing, it is also the line of sports marketing and brand development that Jiumu Group is taking closely around professional sports and the spirit of striving for progress.
Sports marketing, a place where brands must compete.
For many brands, it is very important to sponsor professional athletes and teams, because these athletes and teams complement each other and achieve each other with these products.
As we all know, in recent years, domestic brands have gone global through sports marketing, among which Hisense and Yili are the best.
As a leader in China’s household appliances, Hisense has sponsored two consecutive men’s soccer World Cup and European Cup since 2016, which has become the most unique existence of corporate sports marketing in China. Hisense’s layout in the field of sports marketing began 15 years ago, and after years of layout, Hisense has firmly held the “top spot” in the field of brand sports marketing in China.
Yili, who signed a contract with BOCOG in 2005, also wrote a story about sports marketing. Yili focuses on cooperation in large-scale events, such as the men’s and men’s world cups and the Chinese Super League. At the same time, Yili has won the favor of many well-known teams at home and abroad. Spain, Germany, Portugal, Argentina’s men’s football national team, Beijing Guoan, a veteran super league team, and other teams have all taken a fancy to Yili’s vitality and passion in the field of sports marketing.
In the field of sports brands, taking Anta as an example, it was the cooperation with the Chinese Olympic Committee that began for many years in 2009 that made Anta gradually become the representative of the rapid development of national brands.
Xtep, which is also a brand of Jinjiang, has been focusing on running and sponsoring marathon events since 2007. Through 16 years of hard work, it has invested tens of millions to hundreds of millions of yuan every year, and now Xtep has begun to harvest in the field of running, especially since 160X running shoes, Xtep has found the feeling of integration of technology, brands and users.
The success of the above brands is a long-term insistence on sports marketing..Get.
Similarly, Jiu Mu, who was born in Quanzhou, Fujian Province, was also founded in 1990. He was born in the same year as Li Ning, one year earlier than Anta. Then, at this Asian Games, Jiu Mu Group also showed its love for sports. As a national brand of sanitary ware, Jiumu has adhered to the main business of industry and deepened the sanitary ware industry for more than 30 years, and has now developed into a leader in the industry. The joint efforts of the two sides can be described as a two-way trip between “China Sports” and “China Brand”.
At the signing ceremony, Li Jun, deputy director of the Swimming Management Center of the State Sports General Administration, proposed that Jiu Mu should support the development of national sports for a long time while developing itself, not only to meet the needs of athletes through innovative research and development of healthy, intelligent and valued products and professional services, but also to integrate the Olympic spirit into corporate culture and brand genes.
“China Swimming Association will, as always, build a high-quality resource platform for cooperative enterprises to achieve win-win cooperation. I believe that with the joint efforts of both sides, the tough, elegant and confident’ Chinese style’ will blow from the water to the world! ” Li Jun said at the signing ceremony.
In this regard, Lin Xiaowei, president of Jiumu Group and founder of Xiaomu Sanitary Ware, said: “In recent years, the synchronized swimming team in China has carried forward the spirit of hard struggle and winning glory for the country, and it is extremely beautiful and fruitful in the world sports arena, which makes us very admired. The sportsmanship of China Synchronized Swimming Team’s hard work and success coincides with Jiumu Group’s’ Fujian Business Spirit’, which is hard-working, daring to win and innovating. Jiumu Group will join hands with China Synchronized Swimming Team to swim forward and let the world see the charm of China! “
Jiumu Methodology: Long-term Accompanying+Professional Support
This cooperation with China Flower Tour Team is not the first time that Jiumu Group has joined hands with the “National Brand” team.
In March 2019, Jiu Mu officially signed a contract with the Chinese short track speed skating team. Since then, the two have maintained a close cooperative relationship. Jiu Mu also helped the short track speed skating team win two gold, one silver and one bronze at the 2022 Beijing Winter Olympics, which helped the Beijing Winter Olympics to be held successfully.
The fate of Jiumu Group and Sports started with the short track speed skating team, and rose in the snow and ice. Following the pace of the short track speed skating team, Jiu Mu also entered the Winter Olympics, contracted the supply of sanitary ware for the Bird’s Nest, the main venue of the opening and closing ceremonies of the Winter Olympics, and applied its own advantages to the construction of stadiums and participated in the upgrading of the Bird’s Nest.
With the help of the Winter Olympics, Jiumu Group took the national empathy and the spirit of national struggle inspired by this great national event as the breakthrough point, and launched the brand slogan of “China Rush Forward” to create an emotional field that resonated with the whole people. “China Forward” has also become one of the symbolic slogans of sports in China in recent years. In the international landmarks of Guangzhou Xiaomanyao and new york Times Square, Jiu Mu lights up China Red and the slogan “China Forward”. What is important is that Jiu Mu will continue to update “China”.The values behind “Forward Rush”.
![](https://www.hzyyingyu.com/wp-content/uploads/2023/11/test-417.jpg)
▲ Jiu Mu and the Chinese short track speed skating team reached a cooperation.
Not only in the Winter Olympics, but also in other sports events and activities, Jiu Mu is also a frequent visitor. Representatively, Lin Xiaowei was the 110th torchbearer of the 31st Chengdu Universiade. He also said that he was honored to participate. “The vitality brought by youth and sports infected me. Jiu Mu helped young people ignite their dreams and let the world see the charm of China college students and experience the high technology of China brand.” Xiaomu Bathroom of Jiumu Group also entered the Champion’s New Home to create a young, fashionable and personalized digital bathroom space for Sun Yiwen, the female fencing champion.
In the past five years, Jiu Mu, in the process of deepening the field of sports marketing, summed up his own methodology, that is, long-term companionship with the “national brand” team, combined with making good use of his own advantages, to promote the multi-dimensional development of sports marketing with professionalism.
Jiu Mu’s playing style is the “smart choice” for brands to carry out sports marketing, and the same practice has also been favored by many brands.
In 2009, Anta became the official partner of China Olympic Organizing Committee, and successfully renewed its contract in 2017. Before that, Anta had built competition equipment for 29 China national teams, which enabled more than 200 national team members to participate in the Olympic Games in Anta competition equipment, and 112 Olympic champions to climb the Olympic podium in Anta. Also in 2009, Li Ning began to be a partner of China’s national badminton team, and has continued to this day, witnessing the birth of one champion after another.
It is not difficult to see that the long-term companionship of the “national brand” team is an important “winning magic weapon” for brand sports marketing, and it is also the need to shape the deep emotional experience of the whole people. Jiu Mu is closely combining brand values with the development of national sports industry and taking a long-term road.
On the other hand, back to the theme of the Asian Games, the fate of Jiu Mu Group and the Asian Games has a long history. In 1990, “Asian Heroes” was played in Beijing Workers Stadium, and China ushered in the Asian Games for the first time. In the same year, Jiumu was established in Quanzhou, Fujian; In 2023, Jiu Mu gradually entered the science and technology track; With the Asian Games coming to China for the third time, the demand for “technology and green” in sports events has gradually increased.
For large-scale sports events in the new era, brand marketing strategy is of course important, but if you want to enter the game deeply, you need more excellent products. Therefore, major brands have flocked to the technology and green track, and scientific research and innovation have become a must.
At the beginning of this year, Jiumu Industry launched the “Science and Technology Strategy”, which provided a learning sample for the transformation and upgrading of traditional industries in China. As the world’s leading brand of Digital Smart Bathroom, Jiumu has 16 R&D centers and 15 high-end digital smart factories around the world, and the annual R&D investment is not less than 10% of the sales. It has jointly established the Future Research Institute with Huawei, Contemporary Amperex Technology Co., Limited, China Telecom and Siemens, and built the golden word of “three-year application, five-year foundation and ten-year theory”..Tower innovation research and development system.
With the global manufacturing industry “from digital to intelligent, from high carbon to zero carbon”, Jiumu Group took advantage of the trend and the 5G lighthouse factory came into being. Thanks to digital intelligence and zero carbonization, the production efficiency of Jiumu Intelligent Toilet Lighthouse Factory increased by 67%, the logistics and transportation efficiency increased by 45%, and the overall comprehensive efficiency increased by 37%. According to statistics, the factory can reduce carbon emissions by 18,000 tons per year, and save more water than a West Lake.
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▲ Jiumu Smart Toilet Lighthouse Factory
At the signing ceremony with China Flower Tour Team, Lin Xiaowei presented the K-song music shower of Xiaomu Sanitary Ware, the first in the industry, to the synchronized swimming team. He said that Jiumu Group is committed to escorting the health of athletes with healthy and clean smart bathroom products, and helping national athletes concentrate on preparing for the competition.
With the deep binding with the scientific and technological track, Jiu Mu used the core products in the Asian Games.
In this Asian Games in Hangzhou, Jiumu Group’s series of bathroom products “settled in” the Asian Games Village, providing high-quality and complete product packages to ensure the athletes’ health to the maximum extent, which is also the epitome of Jiumu’s continuous scientific and technological innovation.
From venue construction to transportation and accommodation, in the process of “Empowering the Asian Games with science and technology and green”, Jiu Mu Group undoubtedly took the lead, helping many venues and facilities of the Asian Games to improve scientific and technological problems. The Asian Games is not only a manifestation of competitive level, but also a manifestation of soft power. Fortunately, Jiumu Group made good use of this opportunity to let more countries see the strength of China’s science and technology and sanitary ware enterprises.
China Sanitary Ware Brand’s International Stage
Under the background of accelerating globalization, sports marketing has become a powerful means for sanitary ware enterprises to go international. Throughout the world-famous bathroom brands, sports marketing has always been an indispensable way for brands.
Kohler, an international veteran sanitary ware brand founded in 1873, became the sponsor of the jersey armband of Manchester United, a Premier League giant, in 2018. The cooperation between the two parties lasted for four years. Kohler opened a special website “Kohler United” for Manchester United to share the related contents of Manchester United and Kohler and the related joint products of both parties.
In recent years, Asia has become the protagonist of large-scale sports events, and the Olympic Games and the World Cup have been held all over Asia. This undoubtedly led to the enthusiasm of sports marketing in the domestic bathroom industry.
In the face of fierce competition, Jiumu Group can stand out from this, relying on products and continuous marketing strategies.
On the one hand, one of the most important links for the sanitary ware industry to do a good job in sports marketing is to participate in venue construction, not only the construction of the Bird’s Nest and the Asian Games Village, but also the infrastructure construction of the equestrian hall, golf hall and badminton court of the Hangzhou Asian Games.
For the bathroom industry, successful sports marketing should not only have the blessing of strong technology, but also find the fit point between products and sports.
In the process of sports marketing of Jiumu Group, athletes are always guaranteed to participate in the competition with safety and health, and the selling points of Jiumu products emphasize “no contact” and “automatic induction”, which not only ensures the normal operation of athletes’ physical functions, but also reflects the constant attention paid by the society to personal health.
On the other hand, Jiu Mu takes “Double Olympics Marketing Strategy” as the core, and deeply and continuously digs the value of sports marketing. According to.Solution, the rights and interests of Jiumu Group Xiaomu Sanitary Ware and China Flower Tour Team cover the Paris Olympic Games, and France next summer will be another force point for Jiumu Group.
![](https://www.hzyyingyu.com/wp-content/uploads/2023/11/test-421.jpg)
▲ Jiu Mu has opened an operation center in Europe.
Not limited to sports events in Asia, Jiumu Group’s “tentacles” have extended to the international community. Due to the high social influence and appeal of international sports competitions, next year’s Paris Olympic Games is the best option. Jiu Mu chose to constantly increase the internationalization attributes of the brand and bring the brand and IP to a higher stage, so as to consolidate the strategic layout of globalization.
On the product side, with the opening of the “China-Laos Railway”, Jiumu Sanitary Ware series products have settled in stations along the railway, focusing on the construction of “the belt and road initiative”. Over the years, Jiumu’s products have been sold overseas, and many high-end shopping centers, hotels and office buildings have deep cooperation with Jiumu. In 2022, Jiu Mu entered the Madagascar National Stadium to help build the main stadium and supporting hotels, expanding the territory of his own sports marketing.
The above experience undoubtedly illustrates the internationalization of Jiu Mu’s brand and sports marketing. Strengthening the brand’s overseas popularity through sports is an important part of sports marketing of Jiumu Group.
For creating a new consumption scene of bathroom products, sports is the carrier that needs to be paid attention to at present, and there are many hot events in the sports field, which can provide multi-angle marketing scenes for the marketing of bathroom industry. At present, the consumption habits of global consumers are changing, and the cost of obtaining customers for sanitary ware brands is increasing, so all brands hope to enhance their liquidity and influence, which is why Jiumu Group has taken a fancy to sports marketing.
Vertically, Jiumu Group actively embraces sports marketing and makes comprehensive preparations for the road of internationalization, which is the demand of the times and also conforms to the strategic layout of “future vision”; Horizontally, Jiumu has opened the door to sports marketing, providing a reference road for the bathroom industry. Judging from the current effect, Jiumu has played a leading role in sports marketing of China bathroom.
From the perspective of products, according to the current development needs, creating intelligent consumption value for consumers and promoting the digital transformation of the industry are the preconditions for China brand to “go global”.
The Asian Games is over, but the sports marketing of Jiu Mu Group has a new goal-the 2024 Paris Olympic Games.
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