End, who "ate" the dividend of the Winter Olympic Games?-瞭新社

End, who "ate" the dividend of the Winter Olympic Games?

2022-02-21

On February 20, the 17 day Beijing Winter Olympic Games ended successfully, and the Chinese team ended perfectly with a historical best score of 9 gold medals and 15 medals. Bing dwen dwen, the world's athletes, is a constant competition. But it is also a competition field for all brands and businesses. From opening garments to ice and snow equipment, from Olympic sponsors to "ice pier pier concept stocks", many companies and brands have caught their eyeballs during the Winter Olympics. However, when everything is over, who has tasted the sweetness and who has lost the big cake of the Winter Olympics? Can this dividend be successfully converted? "Grass planting effect" of the opening ceremony First of all, let's take a look at the major clothing brands that "show their faces" in the Beijing Winter Olympic Games. On the first day of the opening of the Winter Olympics, the opening ceremony clothes worn by athletes from all over the world were collectively searched. Many viewers said that grass had been planted. Athletes wore down jackets and coats, including some world famous brands. Many brands also took this opportunity to "rub" a heat, some "successfully out of the circle", some are still silent. Tiger sniffing statistics some of the brands in the tiktok, micro-blog's heat performance, and found some interesting phenomena. First, according to the huge calculation, TikTok Statistics China's tiktok tiktok composite index of 8 clothing brands familiar to Chinese consumers (time from February 1st to February 19th); composite index: the synthetic sound volume of the keywords in the jitter is measured. Based on the vibrato hot index model, the index of the key is obtained through weighted sum of relevant internal capacity, user viewing, search and other behavior data. Among the eight brands, the Canadian brand lululemon came out of the circle due to the design and style of down jacket and other reasons, which triggered extensive discussion. The volume was the largest and the month on month growth rate was the highest, reaching 3519%. Anta, the cooperative brand of this winter Olympics, ranked second, with a month on month growth rate of 128%, but its brand desant (the opening ceremony clothing of the Japanese team) also had a higher month on month growth rate of 1153%. Besides shaking, the tiger sniffed the heat of some clothing brands on micro-blog through the micro hotspot, tiktok, such as lululemon, Anta and the northface, which increased significantly during the opening ceremony. However, it is worth noting that after the opening ceremony (February 5), among these brands, only Anta is still growing in popularity. However, other familiar brands such as the north face north, UNIQLO and Adidas did not enlarge the volume of the sound during the period, but the tiktok slipped down 40%, 17% and 22% respectively. As can be seen from the above figure, February 5 is the peak day for some brands, such as lululemon and Anta. However, the sound is much weaker after this day. For example, lululemon, according to tiger sniffing, in February 5th, its search index on the shaking platform was as high as 6 million 990 thousand, which dropped to 440 thousand in just 1 days, and fell to 29 thousand in February 10th tiktok. After that, the search volume dropped almost daily, and as February 19th decreased to 12 thousand, basically returning to the search level two days before the opening ceremony. Although the sound volume is gradually calming down, the opening ceremony of the Winter Olympic Games does have a "grass planting effect". "According to Amoy data, from the opening ceremony of the Winter Olympic Games (February 4) to February 15, the sales growth of lululemon's official flagship store reached 174%, and the growth rate of Anta's official flagship store, the sponsor of the Organizing Committee of the Olympic Games, was 44%, which was excellent under the high base." In addition, huolf also checked the sales of these brands' official flagship stores of Taobao from February 4 to February 18 (a total of 15 days) through Taobao data platform. The sales volume of lululemon was 51.74 million yuan, an increase of 104% compared with 25.34 million yuan from January 20 to February 3 (a total of 15 days). However, from February 4 to February 18, with the opening of the Winter Olympics approaching the end, lululemon's sales and sales data fell from the peak on February 5. The official flagship store of Taobao, a Chinese brand Anta, had sales of 104 million yuan from February 4 to 18, an increase of 29% from 80.49 million yuan from January 20 to February 3. From the sales and sales data from February 4 to February 19, Anta also had multiple peaks. Moreover, according to the Research Report of huolf check open source securities, the "grass planting effect" of the opening ceremony on Anta is also obvious. According to the research report, "according to the business consultant data, affected by the heat of the opening ceremony of the Winter Olympic Games, from February 4 to 5, the down jacket turnover of Jingdong Anta official flagship store increased by 203% year-on-year, the down jacket turnover of desant increased by 196% year-on-year, and among the top 10 products of tmall Anta official flagship store, the turnover of champion series and national flag products with national flag and Olympic flag increased significantly." However, the "grass planting effect" of not all brands is so obvious. For example, tiger sniff checked the sales of the official flagship store of Taobao, a well-known outdoor brand the northface (opening clothing of the Korean team). Its sales from February 4 to February 18 were 12.17 million yuan, down 16% from 14.57 million yuan in the first half of the month (January 20 to February 3). It is worth noting that in the above, tiger sniffing tiktok mentioned that from February 1st to February 19th, the northface was the highest brand in the above opening fashion brand, with the highest volume of chattering and sound attenuation, reaching 40%. It can be seen that for the opening clothes of the Winter Olympic Games, some brands have tasted the sweetness, while the "rub heat" of some brands is not too obvious. However, whether the brands that taste the sweetness can continue this heat after the Winter Olympics depends on the skills of each brand. What are bing dwen dwen stocks now? The wind of the Beijing Winter Olympics also blew to the stock market from the opening ceremony. Because Bing dwen dwen fire, several Bing dwen dwen stocks of A share have been trading at once. However, with the end of the Winter Olympics, whether these stocks still maintain the "brilliance of trading limit"? Bing dwen dwen statistics on these "Winter Olympic concept stocks" and "ice pier pier stocks" during the Winter Olympics (February 4th to February 20th) through wind, and found that some "hot light moments" that had once been hot were stuck in yesterday. For example, the Bing dwen dwen, the highest producer of ice (28.95%), was produced during the Winter Olympics. There were several price limits at the opening of the year of the tiger, but it can be seen from the figure below that the share price of Yuanlong Yatu is also falling sharply near the end of the Winter Olympics. From February 15 to 18, its share price fell by 9.9%, 6.9%, 9% and 4.6% respectively. In addition, another Bing dwen dwen manufacturer who held the same limit after the opening of the year of the tiger, held a seventh position in the Winter Olympics, and the four opening days were basically in a state of decline, and no longer showed "brilliant past". Look at the 36 "Winter Olympics concept stocks" counted by wind. Only 5 stocks increased by more than 10% during the Winter Olympics, accounting for 14%. There were 13 stocks that fell, accounting for 36%, and more than one-third of the "Winter Olympic concept stocks" did not get much dividends from the Winter Olympic Games. Who has "rubbed" the popularity of ice and snow equipment brands? The Beijing Winter Olympics is in full swing, which naturally drives the development of the whole ice and snow industry. According to the statistics of Ctrip, on February 4, the search popularity with the keyword "Winter Olympics" increased by 200%, and the ski ticket orders three days before the Spring Festival increased by 33% compared with last year. In addition, from New Year's Eve to the fourth day of the first month, tmall ski equipment increased by more than 180% year-on-year, and ice sports increased by more than 300% year-on-year. According to Dongxing securities, magic mirror data showed that in January on the eve of the Spring Festival, the sales of tmall platform ski equipment reached 188 million yuan, a year-on-year increase of 66%, and the sales of ski clothes reached 127 million yuan, a year-on-year increase of 55%. In addition, the Winter Olympics also helped domestic ice and snow equipment go abroad. According to tianxia.com, from February 1 to February 7, overseas sales of domestic ski products on Taobao platform achieved a year-on-year triple-digit growth, including 174% year-on-year growth of domestic ski helmets and more than 200% year-on-year growth of ski clothes and pants sets. However, which ski equipment brands have received this bonus? CBNData has released a list of ice cream brands that are popular in the ten Z era. Tiger sniffing tiktok picked several brands, and according to the huge amount of analysis, we have seen their voice volume on the pitch. It can be seen that among these brands, the old tiktok brand Burton is the highest in the United States, and the Nobaday in the domestic ski equipment brand is second, with an increase of 726% in the ring than the other. Tiger sniff checked the hot search of the two brands. Compared with other brands, the topics of the two brands are more closely related to the Winter Olympics, which may mean that they are more active in marketing during the Winter Olympics to a certain extent, and the voice of other brands is relatively small. The sales volume of Burton's flagship store from January to February 15 was 6.3 million yuan, which was significantly higher than that of the flagship store from January to February 15, which was 6.3 million yuan from January to February 15. In addition, the sales of Taobao flagship store of domestic brand nobaday during the Winter Olympics from February 4 to February 18 (920000 yuan) also increased by 104% compared with the sales of the first half of the month (450000 yuan). How many sponsors are happy? Finally, let's take a look at the major sponsors of this winter Olympic Games and the major brands endorsed by Gu ailing, the most watched Star of this winter Olympic Games. Tiger sniff selected some brands to make a comparison. It is easy to find that on the platform of shaking, Anta and Yili are the most enthusiastic sponsors in the big sponsors. Other sponsors have done some related to the Olympic Winter Games and have higher voice volume than the other Winter Olympic Games. Other brands do not seem to be too tiktok, even the sound volume even slips. On microblogging, Baidu and other platforms, Anta and Yili are also popular. Among the major brands endorsed by Gu ailing, Yuanqi forest is undoubtedly the winner. The high heat of Mengniu on February 7 is more related to women's football. Some brands do not seem to have taken the opportunity to raise too much of the volume of the tiktok, such as the ice and snow equipment brand Kohler, the growth rate of the ring even dropped by 17%. On the whole, some people are full and some are still hungry in the "big cake" of the Beijing Winter Olympics. However, whether "full" people can take advantage of this opportunity to better convert dividends also needs constant attention. (Xinhua News Agency)

Edit：Li Ling Responsible editor：Chen Jie

Source：huxiu

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