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Produced by | Bullet Finance

Author | Read Night

Editor | Lightning

Art Editor | Qianqian

Review | Songwen

The 2024 Paris Olympics stage saw the ubiquitous Chinese elements attract worldwide attention. From the mascots in the hands of spectators and athletes, to the mats in judo and wrestling competitions, to AI technologies such as enhanced slow motion and multi-angle time freeze, Chinese power shines brightly in Paris.

In the competitive arena, the world's top athletes gathered together to compete for Olympic medals that symbolize strength and glory. Chinese athletes performed well in many events such as table tennis, swimming, tennis, and badminton, showing the elegance of Chinese athletes to the world with their extraordinary skills and unremitting efforts.

Especially Ma Long, as the first super Grand Slam and double Grand Slam winner in table tennis history, on the evening of August 9th, Beijing time, he led the Chinese men's table tennis team to beat the Swedish team 3-0 and achieved five consecutive championships. This Grand Slam player in table tennis became China's first six-gold king.

From Chinese science and technology to Chinese sports, behind every glory are years or even decades of love, persistence and concentration.

For example, Nanfu, a company that has been deeply involved in the battery field for 36 years, has attracted much attention due to the outstanding performance of its spokesperson Ma Long in the Olympic Games.

Behind this round of "popularity", more people began to think about what are the key factors for a brand to continue to lead the industry?

1. Nanfu’s vision and rhythm

Signing a spokesperson is an important means for companies to build their brand power, and there are countless successful cases in this regard. However, there are also hidden mysteries, and one careless step may also put the company in a dilemma. From this perspective, the selection of spokespersons requires not only that the company has sufficient ability to identify people, but also comprehensive considerations from the perspectives of its own corporate culture and strategy.

What "Jiemian News·Bullet Finance" is most concerned about is the considerations of Chinese brands in selecting spokespersons and how to achieve common goals.

Take Nanfu as an example. It often collaborates with athletes across industries. For example, in 1999, Nanfu collaborated with Sun Wen, the then captain of the women's football team, to shoot the commercial "Persistence is Strength". This commercial became widely known along with the song "Steel Roses", which greatly enhanced Nanfu's brand awareness.

In 2024, Nanfu announced that table tennis champion Ma Long would become its brand ambassador. Ma Long is the winner of the Super Grand Slam and Double Grand Slam in table tennis history so far, with 31 world championships, and was called "the greatest player in table tennis history" by the Paris Olympic Games media manual.

Nanfu's spokesperson selection strategy reflects its recognition of the spirit of sports and the positive image represented by athletes. The cooperation between Ma Long and Nanfu is based on the spiritual resonance between the spokesperson and the brand: they have all demonstrated outstanding achievements in their respective fields and have embodied the spiritual energy of love, concentration and persistence.

It is worth mentioning that table tennis is to Ma Long and batteries are to Nanfu in essence. The cooperation between Nanfu and its spokesperson is not just a business partnership, but a high degree of harmony between two souls. Because the two have too many similarities.

Born in 1988, Ma Long is the captain of the Chinese men's table tennis team. He has comprehensive and superb skills. He has persisted in challenging himself and surpassing his limits in his career. With his passion and concentration, he has overcome obstacles one after another and won championships one after another, becoming a driving force for countless people. As he said in his article in the People's Daily, persistence brings rewards.

Founded in 1988, Nanfu is a leading company in my country's battery field. It has built China's first mercury-free alkaline battery production line, breaking the international monopoly and defeating many international competitors. In its 36-year history, it has always adhered to scientific and technological innovation and technological progress, and has been committed to developing high-quality and high-performance products to meet the needs of different consumers. This persistence in quality and technology has made Nanfu one of the benchmarks in the battery industry in China and even the world.

2. Fire is the "stepping stone", strength is the "hard currency"

It is undeniable that Nanfu has received more attention because of Ma Long at the Olympic Games. However, rational analysis will reveal that this kind of attention only "attracts" traffic, and how to "keep" the traffic is the key.

In the view of Jiemian News Bullet Finance, strength is "hard currency". This also means that relying on the spokesperson effect to attract only "traffic" rather than loyal consumers, Nanfu Battery must show its hard-core strength to prove itself if it wants to become a product and brand that is truly recognized by consumers.

Fortunately, based on the foundation of the past 36 years, Nanfu has already built its own extremely solid moat at the brand and product levels.

Nanfu's development history is a struggle from scratch, from small to large, and from large to excellent. With excellent product quality and good customer service, Nanfu has risen rapidly and established a strong brand image through effective marketing strategies.

For example, the "energy ring" battery, which is well known to consumers, has developed to the fourth generation of energy rings, and has achieved key breakthroughs in structure, formula and materials, helping it reach new heights in endurance and stability, and leading in all items specified by international standards. It has not only been recognized by the market, but also led the industry to healthy competition, driving the alkaline battery industry to upgrade its quality and performance.

This is also a positive feedback to different voices in the market. In the past decade, there have been many discussions about Nanfu in the market: for example, Nanfu is not a Chinese brand, and although it has good quality, it cannot be used in many devices due to high voltage, etc. But in fact, Nanfu Battery is an excellent brand born and developed in China, but the tortuous process in the capital market has brought some impact. For consumers, good use is the hard truth.

As a result, Nanfu, with its passion, focus and persistence, has performed well in the market, brand and capital markets.

In the market, Nanfu has dominated the Chinese battery market for many years since its establishment, with a market share of 85%, far ahead of the industry. The financial report of its parent company Anfu Technology is the best proof. According to the financial report data, in 2023, its operating income was about 4.318 billion yuan, a significant increase of 27.62% over the same period last year.

In terms of brand, Nanfu has not only been rated as one of the "500 Most Valuable Brands in China" for many consecutive years, but has also been ranked first in the Brand Power Index for many times. With the cooperation with table tennis world champion Ma Long and his outstanding performance in this Olympic Games, Nanfu's influence is increasing significantly.

In the capital market, in March 2024, Anfu Technology announced the acquisition of part of Nanfu's equity. It can be said that the reorganization and integration of Anfu Technology not only enhanced its own strength, but also provided Nanfu with a broader development platform.

The most obvious performance is that since its listing, Nanfu has not only continued to protect its leading position in the domestic market, but also achieved good results in the international market. Financial report data shows that in 2023, Anfu Technology actively explored the 2B market, successfully attracted international high-quality customers, and achieved OEM business revenue of 832 million yuan, a year-on-year increase of 82.32%.

Today, Nanfu is continuing to improve. As shown in its financial report data, the expected profit of over 600 million yuan not only shows its strong profitability, but also shows that through continuous innovation and reform, Nanfu's international competitiveness has been further enhanced.

3. The “strong support” behind Honor

Whether in the sports world or the business world, there are many players who become famous overnight or remain popular for a long time. To become famous overnight depends on luck, while to remain popular for a long time depends on strength.

Facts have proved that Ma Long has been popular in the sports world for 20 years and will continue to be popular, which is naturally related to his strong strength. The same is true for Nanfu, as an industry leader, but behind the strength, what is the secret recipe that supports the two to develop in a stronger and better direction?

Perhaps the answer can be found in James Collins and Jerry Porras' book Built to Last. The book's study of 18 representative long-lasting companies around the world reveals the key factors that have kept these companies successful for a long time, including strong corporate culture and values.

In short, the fundamental reason for supporting the sustainable development of an enterprise lies in the enterprise's belief and persistence. Looking at the development history of Nanfu, we can see that its love, focus and persistence in the industry may be the reason for its long-term success.

Nowadays, many companies can make a lot of money just by doing OEM and selling products, without doing any research and development. This may make them a lot of money in the early stage, but companies without research and development and lacking core technologies will not go far.

Nanfu understood this principle back when it was only making batteries. It was the first to break through technological barriers and developed more environmentally friendly and longer-lasting mercury-free alkaline batteries, breaking the monopoly of foreign brands.

Nanfu pays special attention to the integration of R&D, production and sales. It has long insisted on self-research and self-production. It has a professional R&D team of more than 300 people and controls core technologies, which is completely different from the OEM model. It is hard to imagine that a small Nanfu battery has more than 500 patents and its product performance is world-leading.

It is not difficult to love and focus on one thing. What is difficult is to do it well and persist in it for a long time.

As the short film says, persistence is a kind of victory in itself. Ma Long and Nanfu, who have already won countless honors, have already overcome the "mountains" with their passion and persistence for more than 30 years and are heading for the vast sea of ​​stars.

4. Conclusion

In Nanfu’s continued growth, we see a story about how a brand can enhance its brand value and take the lead in the market by maintaining its passion, continuous innovation, adherence to quality, and collaboration with suitable spokespersons.

But let’s be honest, no matter how exciting the outside world is, if the two companies do not have hard power to support them, this excitement will not last long, and will not be favored by the outside world. On the contrary, it will be a good story. Obviously, Nanfu belongs to the latter.