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Paris 2024Olympic GamesThe sports "hot wind" will blow one after another, and eachfundThe company is also busy looking for the "traffic password" in the wind.

according toSecuritiesAccording to incomplete statistics from Times reporters, more than 20 fund companies have launched marketing campaigns closely related to the Olympic theme, with flexible and diverse forms including video, graphic, interactivegamewait.

Olympic traffic is the password

Fund marketing and promotion have various tricks

Recently, around the hot topic of the Paris Olympics, many fund companies have actively carried out marketing and publicity work in flexible and rich forms such as posters, graphics, texts, and videos, and achieved good communication effects.

In terms of WeChat public account tweets, Guotai Fund's "If bond funds become Olympic athletes", Huabao Fund's "If funds participate in the Paris Olympics...", Huashang Fund's "FOF funds understand the Olympics" and other tweets help investors better understand the characteristics of fund products by exploring the similarities between fund products and Olympic events. For example, Huabao Fund said that medium- and short-term bond funds have a shorter duration and are convenient to invest. Under the premise of strictly controlling risks, it is necessary to make adjustments in duration and band according to the prosperity of the industry. This istable tennisThis fine sport that emphasizes the coordination of eyes, hands and body is very similar, showing the flexibility of the players in a small space.

In terms of videos, the short video "Famous sports events in Paris have opened. Let's see what economic accounts are behind this?" released by E Fund's Douyin account has received more than 18,000 likes, which is remarkable; the short video "Paris Olympics have opened. Let's do some economic calculations. Can this Olympics make money?" released by Oriental Fund Roundtable has also received more than 10,000 likes.

In addition, around the theme of "Watching the Olympics Together", GF Fund, Huatai-PineBridge Fund, Pengyang Fund and others have also launched interactive games such as prize-winning guessing competitions to enhance interaction with investors.

Competitive sports may focus on outbreaks

Don't chase rising and falling when investing in funds

According to the observation of Securities Times reporters, many fund companies have analyzed the similarities between the Olympics and investment in tweets related to the Olympic Games, and used the spirit of sports events to convey investment education content for funds.

Xingzheng Global Fund said that investment is not a 100-meter race, and it is difficult to "achieve success in one battle". If investment must be compared to a sports competition, it is more likely to be a long-distance race. "We are not looking at who runs the fastest at a certain point, but the final results over decades. Even Buffett cannot beat the market every year." In the 59 years from 1965 to 2023, Berkshire's stock price did not outperform the S&P index for 20 years, which is more than 1/3 of the statistical time period. The accumulation and management of wealth accompanies us throughout our lives. Rather than choosing a "champion" and a temporary burst, we need to try our best to protect our wealth and let it increase slowly.

CITICPrudentialThe fund said that fund investment is like competitive sports. In addition to the need for relevant basic knowledge, skills and methodology in the practice process are also indispensable. Investors need to do several things well: First, diversify the allocation. The core is to reduce the concentrated investment risk brought about by the fluctuation of a single asset type by allocating different industries or asset categories, so as to build a relatively stable and diversified investment portfolio. Second, regular investment. It is very difficult to try to predict the market and conduct short-term timing transactions. The method of fixed investment in funds can effectively avoid the investment risks brought about by chasing ups and downs, and reduce the possibility of impulsive decisions due to short-term fluctuations in market sentiment. Third, long-term investment. Long-term investment in fixed-income assets is often more conducive to achieving the goal of sustained growth of personal finances. In this process, the investment mentality is also further tempered. Investors will gain a "tower" that gathers sand into a tower and a "flower" that blooms quietly.

Noah Fund said that in fund investment, it is necessary to pay attention to "control". Control is reflected in the grasp of investment decisions, the control of market sentiment and the management of personal emotions. Do not be easily swayed by the market, and do not let short-term gains and losses affect the investment strategy, so as to balance the impact of risk control and pressure in investment. Control is also reflected in the investment process, grasping one's own style and strategy, avoiding frequent position changes, chasing ups and downs or style drift, because these behaviors often cause the investment to deviate from the established investment goals and increase unnecessary transaction costs and risks.

“Olympic Economy” Stimulates Vitality

Four major investment tracks are worth paying attention to

In addition, some fund companies have analyzed the industrial chain behind the Olympic events from an investment research perspective and believe that related sub-sectors are expected to benefit.

Huang Liang, a strategic analyst at China Merchants Fund, believes that the "Olympic economy" is stimulating consumer vitality in multiple sports sub-sectors. Areas of concern include the growth in traffic to mobile video sites, the commercialization of sports event IPs, the "national trend" of sports shoes and apparel helping to increase performance of domestic brands, and the Olympic events promoting summer outbound travel.

In terms of investment opportunities brought by the growth of traffic on mobile video websites, mobile video platforms can often increase their value with their unique business models during various events. For example, during the Olympic broadcasts, some video platforms have the live broadcast rights and obtain playback traffic through full live broadcast and on-demand rights. Some platforms have formed a complementary product matrix by linking multiple channels such as sports, video, micro-video, news, and browsers, combined with Olympic columns. Data shows that during the Tokyo Olympics, the cumulative playback volume of a head video platform reached 26 billion, the user coverage exceeded 850 million, and the average daily on-demand volume increased by 413% compared to the Rio Olympics. Some short video platforms also attract user participation by signing athletes, hosting live broadcasts and other activities. Since social media has the characteristics of large traffic, strong interaction, and easy dissemination, major events have a more obvious pulling effect on the activity of social media platforms, which is expected to stimulateFood & Beverage, sports shoes and clothing and other industries to increase advertising. From the brand side, reviewing the 2022 BeijingWinter OlympicsMany companies involved in food, beverage, sportswearA sharesListed companies and brand owners are all making efforts in Winter Olympics marketing.

In terms of sports event IP commercialization, international events account for 40% of my country's sports events. The pent-up consumer demand of sports users will be gradually released in 2023. In particular, stimulated by the 2024 Paris Olympics, the sports event market is expected to grow rapidly. Sports event IP is an important way to commercialize sports events. At present, my country's sports events are still in a relatively early stage in IP commercialization. For example, the scale of sports competition performance activities in 2020 was about 27.3 billion yuan, accounting for 2.3% of the total.Sports IndustryThe proportion is 1%. Compared with sports powers such as the United States, China's sports service industry accounts for only about 51%, which is obviously too low. Sports event IP may have a large market space in the future.

In terms of the "national trend" of sports shoes and clothing helping domestic brands to grow their performance, domestic sports brands are expected to seize the window period of the Paris Olympics and achieve brand exposure through sports events and athletes, thereby further enhancing brand attention and stimulating short-term sales growth. From the perspective of previous Olympic Games, the stock prices of major companies in the sports shoes and clothing industry have a high winning rate. As of the second quarter of this year, the inventory levels of various sports brands are controllable, and Olympic marketing may further stimulate sales recovery, and the industry's profit margin is expected to be restored. In the long run, my country's sports shoes and clothing industry still has broad room for growth. At the same time, the Paris Olympics set up a mass marathon event for the first time, which is expected to further drive the national fitness trend, and the demand for healthy consumption is expected to be further released.

The Olympic Games have boosted summer outbound travel. This summer, residents' travel radius has increased significantly, and the overall popularity of traveling to France and Europe has increased. The European destination tourism market is hot, and the number of Paris-related orders on OTA platforms has increased significantly. Many airlines have added new routes to Europe. Against the backdrop of the improvement in the popularity of outbound travel, investors can pay attention to related travel agencies and OTA platforms.

Morgan StanleyThe Fund believes that the Olympic Games,World CupIn addition to attracting a large number of spectators from around the world to watch the games and boosting tourism consumption, large-scale sporting events such as the 2012 World Cup and the 2016 World Cup can also catalyze the industrial chain of beer snacks, sportswear, cultural and sports consumption, and cultural and creative peripherals. Taking the just-concluded European Cup as an example, the "event economy" has driven the hot sales of "watching companions" such as snacks, beer, and midnight snacks. During the Paris Olympics, more than 800 cinemas across the country also launched live broadcasts of the events to the public. Among them, the total box office of the table tennis mixed doubles final on July 30 exceeded one million yuan. In terms of the export of sports goods, according to statistics from Yiwu Customs, from January to May this year, Yiwu exported 4.1 billion yuan of sports goods and equipment, a year-on-year increase of 44.4%.