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"Victory will answer everything."

The 2024 Paris Olympics have come to an end.

The Chinese team ended its 2024 trip to Paris with 40 gold medals, 27 silver medals and 24 bronze medals.

As the competitive stage on the field comes to an end, some athletes immediately enter the next round of intensive training to prepare for other competitions, while some athletes enter a period of rest and recuperation and begin to be active in various business occasions.

The moment when athletes make history in the arena is remembered by the audience and brand funds are also surging. In the arena, athletes speak with strength, and outside the arena, where the traffic is, the brand investment will flow there. Many athletes' value has skyrocketed after rising in the rankings or winning their first gold medal.

Chen Yuxi、Chen Yiwen、Zheng Qinwen、Sun Yingsha、Wang Chuqin、Tan Haiyang、Wang Shun、Pan Zhanle...It was still broken yesterdayZhang BohengToday, I will focus on the brave and perseverant boy comics.Wu PengNetizens fall in love with an athlete every day, and brand marketing departments are busy trying to recruit them.

KK briefly sorted out the business endorsements of the "traffic" players in this year's sports circle from 2024 to the present. It is not difficult to find that in addition to Zheng Qinwen, who is already commercially mature,In the world of competitive sports, appearance is still the most important factor.

The Chinese table tennis players who are on the hot search all day and have their fans pulling their hair out are not the darlings of the first tier of business. The swimming team that walks with double doors open is the one with the best overall business.

Pan Zhanle, who has his own memes, rose very fast. After winning the championship, the number of endorsements quickly approached that of the popular Wang Shun, reaching 10. Not to mention Wang Shun, who is still cooperating with more than 11 endorsements. In terms of brand sensitivity, betting on Bawang Chaji is the biggest winner in this industry. High-end luxury brands tend to choose more mature athletes, such as Prada chose Ma Long, BV joined hands with Xu Xin and Guo Jingjing, and Cartier is also a close partner of Guo Jingjing. Jaeger-LeCoultre likes Wang Shun.

When it comes to creating sports stars, performance, traffic and personality seem to be all indispensable.

Queen Wen is unique

"On a summer night, we sailed to a harbor we had never seen before."

This is the official poster copy of the Chinese national team to celebrate Zheng Qinwen’s victory.

On August 3, Zheng Qinwen defeated Croatian player Vikic 6-2, 6-3 in straight sets to win China's first Olympic women's singles gold medal. This gold medal is the second Olympic gold medal won by Chinese tennis after the Chinese combination Li Ting/Sun Tiantian won the women's doubles championship at the 2004 Athens Olympics.

Tennis is one of the most commercialized sports. After all, nine of the top ten female athletes on Forbes' "World's Highest-Paid Female Athletes in 2023" are tennis players, with skier Gu Ailing being the only exception. After winning the gold medal in Paris, Zheng Qinwen, who ranked 15th on the 2023 female athlete income list, has jumped into the public eye. Major brands can't wait any longer.

Before the game, "The only souvenir I want to take away from Paris is the medal", and after the game, "Victory will answer everything", sonorous and powerful. Nike won the first place with excellent copywriting and slogans. The eye-catching red background, coupled with the live photo of Zheng Qinwen crying with joy after winning the championship, spread the excitement and joy of the Roland Garros stadium everywhere.

While business was in full swing, the fashion magazine covers that had been shot long ago, such as Marie Claire, Harper's Bazaar, GQ, and COSMO, were released one after another. Vogue invited Balenciaga to watch the show, and Zheng Qinwen became the well-deserved Queen Wen.

Meanwhile, netizens who were busy celebrating the victory also discovered that before the Olympics, Zheng Qinwen had already registered 40 trademarks, including his name, portrait, and Queen Wen. The professionalism and foresight of his team are amazing. It is not difficult to understand that Zheng Qinwen, like other Chinese athletes such as Gu Ailing, Su Yiming, and Li Na, has signed with IMG, an agency that is almost the best at sports business operations in the world.

With the commercial foundation of the field and the professional operation of the company, it is foreseeable that the 21-year-old Zheng Qinwen will embark on a path of commercial rise to tennis stardom after winning this championship. For example, after Li Na won the French Open in 2011, her total income soared to 138 million yuan that year.In the future, Zheng Qinwen's income may surpass Gu Ailing, or even surpass Li Na at her peak.

Compared with the business expansion of athletes in previous years, in addition to related sports brands, the speed of talent acquisition in the fast-moving consumer goods field is also amazing. The most eye-catching this year is Bawang Chaji.

Before the Olympics officially started, Bawang Tea officially announced that seven world-class athletes would form the "Health Ambassadors Group". They are Zheng Qinwen, the Olympic gold medalist in women's tennis singles, Jia Yifan and Chen Qingchen, the badminton women's doubles champions, Wang Shun, the champion of the men's 200m individual medley at the Tokyo Olympics and the bronze medalist in the men's 200m individual medley at the Paris Olympics, and Liu Xiang, the track and field star.

besidesLiu Qingyi, who entered Chinese breakdancing into the Olympic Games for the first time and eventually won the bronze medal, is also very popular with the brand.

In addition to the collaborations with Bawang Cha Ji, Adidas and Coca-Cola Olympic Stars, Liu Qingyi has just officially announced the collaboration with Lancome. Together with Nongfu Spring Vitamin Water, Keep and Visa China, she can also be considered a brand darling.

It’s hard to say whether Internet companies understand sports, but they really understand traffic.

Ctrip also came very quickly.

They won the national badminton court's "Liang Wang Combination" Wang Chang and Liang Weikeng, as well as the popular Pan Zhanle and Zhang Boheng. The official Weibo homepage arrogantly put the slogan "Four male gods, all belong to Ctrip", which was very proud.

The swimming team swept the field, but the diving team was deserted?

On August 1, 2024, Pan Zhanle won the men's 100m freestyle final at the Paris Olympics with a time of 46.40 seconds, leading the second-place Chalmers by 1.08 seconds, breaking his own world record and winning the first gold medal for the Chinese national swimming team in this Olympics. Later, with team cooperation, he successfully won the championship in the 4x100 relay, breaking the 40-year monopoly of the US team.

The young player has the strength to speak out, and the whole world knows about his lawsuit. The gold medal plus the Internet's "Pan Zhanle's art of expression" meme craze, Pan Zhanle, who was teased to have worked in the Imperial Censorate in his previous life, has become more and more popular.

"Red beans grow in the south, and male models come from the swimming team." The swimming team has outstanding figures and looks and is widely favored by the fashion industry and commercial brands.This is nothing new, after all, with the double-door and eight-pack abs, he can attract countless fans just by walking around.

Wang Shun and Qin Haiyang also have a lot of cooperation in their hands. Wang Shun's photo on the BOSS billboard in Shanghai Kerry Center is comparable to that of a supermodel. In addition to BOSS, Wang Shun also has Yili, Bawang Tea Princess, Angelalign Toothpaste, Gillette, Jaeger-LeCoultre brand friends, and the De Rucci Group that just announced with Pan Zhanle. Including the cooperation with the group and the previous business, the total number has reached 17.

On the female side, Zhang Yufei, who is sure to win a medal whenever she plays, is also unstoppable.

She shot for Bazaar in March. In addition to Yili, Tmall, Pacific Insurance, Honor, SENG, China Mobile, France's Colanli, etc., high-end luxury brands also favor this cheerful female general with outstanding appearance and temperament. Zhang Yufei also won the cooperation with Dior Brand Friend and Omega Athlete Celebrity Ambassador.

This generation of athletes is cheerful, confident, and generous, and their main goal is to never waste time. This is consistent with the mood and spiritual expression of the current consumer market. It is not difficult to understand the choice of brands.

Compared with the full blossoming of the swimming team's business,The Chinese national table tennis team, which is always on the hot searches, is actually a little weak.

Ma Long is considered to be in the first echelon of Chinese national table tennis business.He has been involved in everything from high-end luxury goods to fast-moving consumer goods to automobiles, home furnishings, and beauty products. A few days ago, he was officially announced as the spokesperson for Nanfu Batteries. Prada and Omega also favor him.Xu Xin is similar to Ma LongWe have cooperated with many brands in the fields of luxury goods, sportswear, automobiles, food, etc., as well as Shuijingfang, Shanghai Disney's Zootopia, etc.Fan Zhendong has relatively few, and acquired four companies including Anta, Yili, JELLYCAT and Miton Glasses.‍‍

The "Shatou" combination, which is often searched, is even weaker. Sun Yingsha has signed contracts with brands including Yili, Procter & Gamble, Vanward Electric, KEEP, Coca-Cola, etc.; Wang Chuqin has cooperated with brands such as Procter & Gamble, Yili, Panasonic, Kiehl's, Coca-Cola, etc. Chen Meng and Wang Manyu have not yet received attention from brands.

In addition to the famous sports, diving is another sport that has a deserted business.

Quan Hongchan and Chen Yuxi won the gold and silver medals in the women's 10-meter platform diving, and the women's double 10-meter platform diving also won the gold medal. The women's double 3-meter springboard diving champion was won by Chen Yiwen and Chang Yani. On August 8, the men's single 3-meter springboard diving final was won by Chinese players Xie Siyi and Wang Zongyuan. Previously, the Chinese team Lian Junjie and Yang Hao won the men's double 10-meter platform championship, and the post-00s team Wang Zongyuan and Long Daoyi won the men's double 3-meter springboard gold medal.

The diving dream team won all 8 gold medals in the Olympics. This unstoppable strength is not just talk.

But its business performance is much worse.

In addition, the captain of the gymnastics team, Zhang Boheng, also received a lot of endorsements before the game due to his strength as a gymnastics expert, including Ctrip Travel, HUAWEI Mate60 series, and the Japanese protein powder brand Meiji SAVAS, which was ridiculed by netizens as "violating team training."

There is also the KPMG Women's PGA Championship champion Yin Ruoning, the first Chinese female golfer to win a golf Grand Slam. Mengniu officially announced its endorsement cooperation with her at the end of June. As for the women's basketball team, Cha Baidao also signed Yang Shuyu and Yang Liwei as brand ambassadors as early as July.

In the traffic market, besides winning the championship, gaining attention is the beginning of being favored by brands.

Wu Yanni from the track and field team has already made this point clear.

What else should we see besides traffic?

Sparkling her storyIt is the spiritual force that cannot be ignored in this Olympic Games.

11-year-old skateboard athlete Zheng Haohao, 16-year-old Zhang Yihan, 17-year-old talented champion Quan Hongchan, 21-year-old Olympic tennis champion Zheng Qinwen, 29-year-old rugby sevens player Chen Keyi, 30-year-old epee champion Jiang Minhui, 61-year-old table tennis player Ni Xia Lian and Guo Jingjing, the chief referee for the world diving...they are truly fearless of age.

This is also the charm of competitive sports. Abandoning the deformed aesthetic of whiteness, youth and thinness that has long been portrayed in entertainment culture, and leaving behind the vassal-type female protagonists that are constantly produced in backward film and television culture, sports competitions have brought a group of confident, fit, healthy, high-spirited and ambitious women to the public.

They appeared densely on the field, majestic andUnstoppableAt the same time, the overwhelming brand advertisements are also declaring that the consumer market needs such women.

Just like the 10 rising female statues at the opening ceremony, they and they are all writing about how women have continuously broken barriers and created legends in sports over the past 100 years.

The new generation of female athletes are writing the picture of what women of the new era aspire to become.

very nice!

In addition, in addition to the joy of victory and the stacking of traffic.

We should also remember that the 2020 Tokyo Olympic Games women's weightlifting over 87 kg champion and world record holder and the 2024 Paris Olympic Games women's weightlifting over 81 kg champion and world record holder areLi WenwenAnd the Tokyo Olympic weightlifting men's 61kg champion won the gold medal again in the Paris OlympicsLi Fabin,besidesShi Zhiyong, Hou Zhihui, Liu Huanhua, Luo ShiAnd other weightlifters.

There is also the first Chinese rhythmic gymnastics player in history to enter the Olympic individual all-around finals, breaking the monopoly.Wang Zilu, and the Chinese girls who broke the monopoly and won the gold medal in the rhythmic gymnastics all-around. Their names areQiqi Guo, Ting Hao, Jiayang Huang, Lanjing Wang and Xinyi DingThis is the first time in history that a delegation outside of Europe has won an Olympic gold medal in this event.

Also, the silver medalist in the women's 66kg boxing eventwillowand the silver medalist in the women's 60kg categoryYang Wenlu, won the first Olympic gold medal for Chinese women's boxing in the women's 54kg categoryChangyuan, won the gold medal in the 75kg classLi Qian, and the women's 50kgWu Yu。

Netizens commented that weightlifting and boxing are "the two most unbearable competitions to watch". Don't be unbearable, the athletes need your support.

And the girls who won two gold medals in synchronized swimming,Feng Yu, Chang Hao, Wang Ciyue, Zhang Yayi, Wang Liuyi, Wang Qianyi, Xiao Yanning, Xiang Lingxuan; synchronized swimming duo Wang Liuyi and Wang Qianyi. And also won the silver medal in women's speed climbingDeng Lijuan……

The popularity of the Olympics is limited, but the spirit of never giving up in sports competitions will last forever, and the enthusiasm will never die. We pay tribute to every bit of hard work.