From tech specs to social values, the changing strategy of Chinese brands at the Olympics

Chinese companies have long recognised the business value of participating in global sporting events. Initially, sports marketing was used to demonstrate to Chinese domestic consumers that the quality of home-grown brands was on a par with that of their foreign counterparts. However, as Chinese companies accelerate their “Going global” strategies, sports marketing has become a key vehicle for building genuinely global brands.  

This is evident in the recent surge of Chinese businesses participating in major international sporting events. Kicking off this summer of mega sports events, David Beckham’s partnership with AliExpress and Kylian Mbappé’s ad for Chinese social media platform Xiaohongshu (RED) for Euro 2024 grabbed the headlines. 

Turning to the recently concluded Paris Olympics, data from the Paris 2024 Organising Committee revealed that 80% of the Phryges, the official mascots of the games, were manufactured in China, with Chinese manufacturers also dominating the market for sports derivatives and souvenirs such as binoculars, cheering sticks and fan scarves. 

Then there is Mindray, a medical equipment firm based in Shenzhen, China, which supplies emergency medical equipment for the Olympics. Their participation exemplifies the evolution of "Made in China," highlighting the country’s shift from a manufacturing centre to an innovation powerhouse. 

As these Chinese companies consolidate their global positions and seek to appeal to a wider audience, they have entered a new phase of globalisation — building truly global brands. The old strategy of relying solely on technical leadership, speed of delivery and price is no longer sufficient. 

What defines a global brand?  

Zebrand's analysis of more than 100 examples of core values from global brands reveals that the most frequently mentioned were innovation, authenticity, inclusivity and sustainability. These values reflect the expectations of customers across societies. A 2024 McKinsey study found that over 50% of European consumers consider health and environmental factors when purchasing goods and our own SEC Newgate Global ESG Monitor 2023 echoed this, with over 60% stating the importance of ESG issues in their purchasing decisions. For Chinese brands, demonstrating these values is critical for attracting and retaining customers, especially as they face some misconceptions in international markets. 

Alibaba is a prime example of how Chinese companies have adjusted their marketing strategies from speaking to the technical advantages of their products and solutions to promoting the positive impact they can make in the world. In 2018, during the PyeongChang Olympic Games, Alibaba showcased its technology prowess through becoming the official cloud partner. The marketing aimed to demonstrate its vision for future Olympics Games, one that operates in the cloud, by highlighting the benefits in terms of cost effectiveness and efficiency.  

Fast forward to 2024, Alibaba launched “Wonder Avenue" at the Paris Games, offering fans an innovative way to experience the Olympics through interactive AI technology. The company used AI to premiere a short film titled “To the Greatness of HER”, revitalising century-old images of female Olympians to pay tribute to their contribution to sports through the ages. The focus of the marketing shifted from technology to people. 

Bus manufacturer Yutong is another example. The company provided all-round transport services for athletes and spectators, with 1484 of its electric buses operating at the event, echoing Paris’ ambition to host the most eco-friendly Olympics ever. 

Outside the stadiums, Chinese brands were also appealing to tourists and Parisians alike. Heytea, a leading Chinese tea beverage brand, made its French debut with a pop-up store during the Olympics, designed as a game-watching room for customers. The store featured all-wood elements, reflecting Heytea's commitment to a sustainable and healthy lifestyle.  

Domestically, Chinese companies are locked in fierce competition. However, internationally they have taken lessons learned and are investing in their brands to appeal to global audiences, utilising their brand value to differentiate themselves.  

Businesses from China have added compelling storytelling to better articulate the ingenuity behind their products – stories that are imbued with sustainability, community and responsibility. This strategic shift has made a meaningful, lasting impact and reflects the growing maturity of Chinese companies on the world stage. 

Photo credit: Photo by Xavier Praillet on Unsplash

This article was written by Victoria Guo, partner and head of Shanghai, SEC Newgate Greater China.