恒源祥“雙奧”贊助商，譜寫中國品牌新傳奇

體育，擁有改變世界的力量，擁有百年歷史的奧運更是如此。秉承一脈相承的體育基因，恒源祥與中國體育共成長。

“奧運會的賽場不僅是體育博弈的賽場，同時也是市場品牌的競技場。如果恒源祥這一品牌和奧運會站在同一水平線上，就意味著恒源祥有了新的起點。” 這是恒源祥集團創(chuàng)始人劉瑞旗在1995年提出的奧運夢想，彼時，所有人都認為這是妄言，而這句話卻成為了恒源祥奧運夢的起點。十年后的2005年，恒源祥正式簽約北京奧運，十年夢想，一朝夢圓！

繼北京2008年奧運會之后再度攜手冬奧，2019年11月18日正式成為北京2022年冬奧會官方贊助商。作為“雙奧”贊助商，恒源祥譜寫了中國品牌新的傳奇。

第五次牽手奧運

2019年11月18日，恒源祥迎來了一個重要的歷史時刻，北京2022年冬奧會和冬殘奧會官方正裝和家居用品贊助商發(fā)布會在北京冬奧組委園區(qū)舉行，恒源祥（集團）有限公司正式成為北京2022年冬奧會和冬殘奧會官方正裝和家居用品贊助商。這是恒源祥繼成為2008年北京奧運會贊助商、2009-2012年中國奧委會合作伙伴、2013-2016年中國奧委會贊助商、2019-2022年國際奧委會正裝供應(yīng)商后，第五次牽手奧運。

恒源祥與奧運的淵源始于上世紀(jì)30年代。1932年，在滿目瘡痍的年代，恒源祥創(chuàng)始人沈萊舟曾資助中國奧運第一人劉長春單刀赴奧運會。此后，在近一個世紀(jì)的時光里，恒源祥一直不曾放棄自己的奧運夢想。2005年12月22日，恒源祥正式與北京2008年奧運會簽約，成為奧運會歷史上第一家非運動紡織服裝類贊助商。此刻，恒源祥在奧運歷史上繪下了屬于自己濃墨重彩的一筆，并結(jié)下了長達數(shù)十年的情誼。翌日，恒源祥集團創(chuàng)始人劉瑞旗和黃浦區(qū)區(qū)長姜亞新等領(lǐng)導(dǎo)在恒源祥總部大樓前為恒源祥奧運組合標(biāo)揭幕，正式開啟了恒源祥的奧運時代。

追求卓越、不斷創(chuàng)新和創(chuàng)造第一，是恒源祥品牌文化和品牌精神的核心，這與體育競技所體現(xiàn)的不斷超越、力爭第一的精神一脈相承。因此，恒源祥從上世紀(jì)80年代開始，就一直將支持和贊助體育事業(yè)作為品牌文化建設(shè)的重要工作。而奧運，是全球體育事業(yè)中濃墨重彩的一筆，擁有全球最高的品牌價值，劉瑞旗希望通過贊助奧運，讓恒源祥成為世界的品牌，并提升恒源祥在消費者心中的品牌價值。從1995年恒源祥夢想贊助奧運，到2022年助力北京冬奧會，27年的時間只是歷史長河中的驚鴻一瞥，面向未來，恒源祥對奧運有更多期待與祝福，也有更多創(chuàng)新與想象。

對奧運情有獨鐘

恒源祥緣何對奧運情有獨鐘？恒源祥集團董事長、總經(jīng)理陳忠偉有自己的見解，他說，集團有條金科玉律——品牌是消費者的記憶。在未成為奧運贊助商前，恒源祥用了十年時間通過“恒源祥，羊羊羊”五秒廣告、贊助中超、羊毛節(jié)等方法在消費者心中搭建了“羊”與“恒源祥”的聯(lián)系。而今，通過贊助奧運，恒源祥想讓消費者對“恒源祥與奧運”的記憶有著更深刻的認同。

陳忠偉告訴記者，眾所周知，在企業(yè)奧運贊助協(xié)議當(dāng)中，有一個“排他性”協(xié)議，即在同行業(yè)內(nèi)若有一家企業(yè)成為奧運合作伙伴或贊助商后，同行業(yè)內(nèi)便無第二家能享用奧運資源。因而，在非運動紡織行業(yè)內(nèi)，恒源祥是第一家也是唯一一家可以享用奧運資源的企業(yè)。恒源祥的戰(zhàn)略是全球化、差異化。那如何建立或找到這個差異呢？他說，在我們所處的行業(yè)中，若通過產(chǎn)品或者技術(shù)來建立差異，這是很難的。但是當(dāng)消費者買你產(chǎn)品或服務(wù)的時候，你總要給他一個買恒源祥的理由。所以在過去的十幾年中集團做了很多“第一”、很多有關(guān)“恒源祥，羊羊羊”的事情，且消費者對此也很認同，所以集團的羊毛制品很好賣。但是這個差異，這個理由能否支撐恒源祥走50 年、100年呢？除了“羊”之外，恒源祥還在消費者中樹立了哪些有價值的記憶？現(xiàn)在他又找到了一個差異點，那就是“恒源祥與奧運”。 這不單是物質(zhì)層面的差異，更重要的是情感方面的差異，若能將這一差異在消費者心中成功建立的話，未來恒源祥的品牌空間會更大，企業(yè)發(fā)展的道理亦會愈加寬廣。

任何細節(jié)都是歷史印記

自2000年來到恒源祥，恒源祥冬奧體育項目管理中心總監(jiān)郝玉潔就一直在北京公司參與和體育事業(yè)相關(guān)的工作。11年間，她一共參與了三屆奧運會和三屆亞運會及其他大大小小20余場賽事的相關(guān)工作，每每看到開幕式上的中國體育代表團盛裝出場，坐在電視前的她就會感到萬分驕傲。賽事服裝工作是瑣碎而嚴謹?shù)?，大到代表團服裝整體規(guī)劃，小到扣子圖案，哪怕一個顏色的調(diào)整，都要反復(fù)溝通確認，并完整地傳達給工廠和負責(zé)官員——因為任何細節(jié)都是奧運的歷史印記，它將永載史冊。

郝玉潔回憶，由于中國體育代表團的特殊性，名單幾乎都是最后時刻才能出爐，并且因為訓(xùn)練效果變化，還會有持續(xù)調(diào)整，所以整理名單、確認數(shù)據(jù)，就成為了賽前必經(jīng)的難關(guān)。直至截止日期，工廠加班加點，完美地在發(fā)裝日前到貨才算一顆心落地。

郝玉潔清晰記得發(fā)裝前夜帶著貨運司機到南苑機場取貨所走的崎嶇小路，也不曾忘記整宿核對名單物品的那個大倉庫，而這一切的辛勞，都在開幕式中國體育代表團出場的十幾秒內(nèi)煙消云散。作為一名恒源祥人，可以服務(wù)那些為國爭光的體育健兒，以及在獎牌背后付出的教練員、工作人員，讓他們作為中國形象展示在世界舞臺之上，她感到無比光榮。

不僅是奧運會這樣的大賽，郝玉潔還參與到了很多其他賽事或者協(xié)會的服務(wù)中，也見到了很多值得學(xué)習(xí)的前輩和大人物，其中一些人甚至可以清楚地叫出她的名字，這些都是在恒源祥參與體育事務(wù)中獲得的額外精神獎勵。目前恒源祥簽約成為北京2022年冬奧會和冬殘奧會官方贊助商，她將一如既往地，熱情高漲地繼續(xù)干好工作，為北京冬奧會和冬殘奧會貢獻自己的一份力量。

提升品牌文化的絕佳機會

恒源祥還未正式成為北京 2008 年奧運會贊助商的時候，有人說，恒源祥早已聲名遠播，贊助奧運提升品牌的成本太高了；有人說，恒源祥拿下贊助商資格只是拿到了一個“用錢的權(quán)利”，恒源祥還要拿出平均 2.5 倍的資金用于配套的市場推廣，難度太高了；還有人說，成為奧運會贊助商后，對恒源祥各方面的規(guī)定相當(dāng)嚴格，要求太高了……總之，他們的言下之意是：運用奧運資源有極大的危機和風(fēng)險，大可不必這樣做。但劉瑞旗清楚地意識到，運用奧運資源可以改變?nèi)说囊簧?/p>

恒源祥之所以要贊助奧運，一個很重要的原因是借助奧運提升品牌的美譽度、個性和文化內(nèi)涵。目前，恒源祥成為奧運的贊助商只是拿到了“門票”，真正擁有奧運資源是擁有經(jīng)營奧運資源的能力！擁有這種能力需要集團改變目前做事情的方式，補上自己能力中的“短板”。奧運是運用品牌力量推動的整體運營，而恒源祥是以經(jīng)營品牌為戰(zhàn)略的企業(yè)，所以，恒源祥成為奧運贊助商后，恒源祥有很多機會學(xué)習(xí)奧運運行的方式方法，了解相關(guān)的“游戲規(guī)則”，并得到與之相關(guān)的各種資料?！叭绻覀儾荒芙璐撕煤脤W(xué)習(xí)和使用，我們就錯失了一次提升自己運營品牌文化能力的絕佳機會”，劉瑞旗說。

因為夢想，從1927年的街邊小店到如今聯(lián)合體遍布全國，百年征途不忘初心；因為夢想，從1995的異想天開到2005年成為奧運贊助商，十年不懈圓夢奧運；因為夢想，五度攜手奧運，前進路上不曾停歇。

2021年，恒源祥聯(lián)合太合音樂，共同打造了歌曲《我相信有夢》，以恒源祥的夢為引，用這束無限之線串起更多人的夢想，勇于做夢，敢于圓夢，無論衰敗與苦痛，終能迎來輝煌與榮耀；愿追夢人永遠在路上，不斷突破，不曾設(shè)限，做自己的冠軍，讓圓夢者不再寂寥。

2022，冬奧來了，恒源祥踏上了新的征程。

Sports， has the power to change the world， with a hundred years of history of the Olympic Games is even more so. Heng Yuan Xiang （HYX）， official sponsor of the Beijing 2022 Olympic and Paralympic Winter Games， has grown with Chinese sports.

“The arena of the Olympic Games is not only the arena of sports games， but also the arena of market brands. If HYX can become an Olympic official sponsor， it means HYX has a new start.” This was the Olympic dream proposed by Liu Ruiqi， founder of HYX Group in 1995. At the time， everyone thought it was impossible， but it became the starting point of HYX’s Olympic dream. The dream that HYX became the official sponsor of the Beijing 2008 Olympic Games came true ten years later！

Following the Beijing 2008 Olympic Games， HYX once again joined hands with the Olympic Winter Games and officially became the official sponsor of the Beijing 2022 Olympic and Paralympic Winter Games on November 18， 2019. As a sponsor of the two Olympic Games， HYX has written a new legend for the Chinese brand.

Cooperates with the Olympic Games for five times

On November 18， 2019， HYX ushered in an important historical moment， Press Conference of the Official Formal Wear and Homeware Sponsor of the Beijing 2022 Olympic and Paralympic Winter Games was held in the park of the Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games， HYX （Group） Co.， Ltd. has become the official formal wear and homeware sponsor of the Beijing 2022 Olympic and Paralympic Winter Games. This is the fifth time HYX has joined hands with the Olympics after being a sponsor of the Beijing 2008 Olympic Games， a partner of the Chinese Olympic Committee from 2009 to 2012， a sponsor of the Chinese Olympic Committee from 2013 to 2016， and a formal wear supplier of the International Olympic Committee from 2019 to 2022.

HYX’s relationship with the Olympics began in the 1930s. Shen Laizhou， the founder of HYX， sponsored Liu Changchun， China’s first Olympian， to go to the Olympics in 1932. After that， HYX never gave up the Olympic dream for nearly a century. HYX officially signed a contract with BOCOG on Decem- ber 22， 2005， becoming the first non-sports textile and apparel sponsor in the history of the Olympic Games. HYX has made the mark in the history of the Olympic Games and forged a decades-long friendship， officially opening HYX’s Olympic era.

In search of excellence， continuous innovation and the creation of the first is the core of HYX brand culture and brand spirit， which is consistent with the spirit of constantly keeping going and striving for the first reflected in sports competition. Therefore， since the 1980s， HYX has been sponsoring sports undertakings as an important work of brand culture construction. The Olympic Games has the highest brand value in the world. Therefore， Liu Ruiqi hopes that by sponsoring the Olympic Games， HYX will become a global brand and enhance the brand value of HYX. Looking into the future， HYX has more expectations and blessings for the Olympic Games， as well as more innovation and imagination.

Heng Yuan Xiang and the Olympics

Why does Heng Yuan Xiang have a special liking for the Olympics？ Heng Yuan Xiang Group Chairman， General Manager Chen Zhongwei has his own opinion， he said that the group has a rule — brand is in the minds of consumers. Before becoming a sponsor of the Olympic Games， HYX spent ten years to build the relationship between “Sheep” and “Heng Yuan Xiang” in the minds of consumers through the fivesecond advertisement of “Heng Yuan Xiang， Sheep， Sheep， Sheep”， the sponsorship of CSL， Wool Festival and other methods. Now， by sponsoring the Olympics， HYX wants consumers to have a deeper recognition of the memory of Heng Yuan Xiang and the Olympics.

Mr. Chen Zhongwei told reporters that it is well known that in corporate sponsorship agreements for the Olympic Games， there is an exclusive agreement， which means that if one company in the same industry becomes a partner or sponsor of the Olympic Games， no other company in the same industry can enjoy the Olympic resources. Therefore， HYX is the first and only campany can enjoy the resources of the Olympic Games in the non-sports textile industry. HYX has globalization and differentiation strategy. So how to establish or find this difference？ "We’re in an industry where it’s hard to differentiate by product or technology，” he said， but when a customer buys your product or service， you always have to give him a reason to buy it. Therefore， the group has made a lot of efforts in the past ten years， and consumers agree with it， so the group’s wool products sell well. But these can support Heng Yuan Xiang go 50 years， 100 years？ Besides “sheep”， what other valuable memories has Heng Yuan Xiang set up among consumers？ Now he has found another difference， that is “Heng Yuan Xiang and the Olympics”. This is not only the difference in material， but more importantly， the difference in emotional aspects. If this difference can be successfully established in the minds of consumers， the brand space of HYX will be bigger in the future， and the path of company development will be broader.

Any detail is a mark of history

Ms. Hao Yujie， director of HYX Olympic Winter Games Sports Project Management Center， has been involved in sports related work in Beijing Company since she came to HYX in 2000. She has participated in the work related to the three Olympic Games， three Asian Games and more than 20 other events in the past 11 years. She would feel very proud when she saw the Chinese sports delegation dressed up in uniforms at the opening ceremony. The work related to uniforms is trivial and rigorous， from the overall planning of the uniforms of the delegation to the design of buttons， even if there is a color adjustment， they need to repeatedly communicate and confirm， and completely convey it to the factory and the officials in charge. Because any detail is the historical mark of the Olympic Games， it will be recorded in the history books forever.

“The names of the Chinese sports delegations are almost always chosen at the last minute and will be constantly changed due to changes in training effects. Therefore， sorting out the list and confirming the data has become a necessary difficulty before the competition. We won’t rest easy until the factory delivered the goods perfectly before the shipping date”， Ms. Hao Yujie said.

As a member of HYX， she felt very honored to serve the athletes who have won glory for the country， as well as the coaches and staff who have worked behind the glory， Hao said.

Not only the Olympic Games affairs， Ms. Hao Yujie also participated in many other events or association services， but also met a lot of seniors， which was an extra spiritual reward for her participation in the sports affairs in HYX. HYX is now the official sponsor of the Beijing 2022 Olympic and Paralympic Winter Games， and she will continue to do a good job as always with enthusiasm and contribute to the Beijing 2022 Olympic and Paralympic Winter Games.

A great opportunity to promote brand culture

Before HYX officially became a sponsor of the Beijing 2008 Olympic Games， some people said that the use of Olympic resources is a great risk. But Mr. Liu Ruiqi clearly realized that the good use of Olympic resources can change the company’s future！

A very important reason for HYX to sponsor the Olympic Games is to enhance the brand’s reputation， personality and cultural connotation with the influence of the Olympic Games. HYX became the sponsor of the Olympic Games just got the“ticket”， the real Olympic resources is to have the ability to manage the Olympic resources！ Having this capability requires the group to change the way it does things and fill in the “gaps” in its capabilities. The Olympic Games operates driven by brand power， and HYX is a company with brand management strategy. Therefore， HYX has many opportunities to learn the operation methods of the Olympic Games， understand the relevant“rules of the game”， and get all kinds of information related to it after HYX became a sponsor of the Olympic Games. “If we don’t learn and use this， we miss a great opportunity to improve the ability to operate brand culture，” Liu said.

Because of the dream， from a street store in 1927 to now stores spreading all over the country， HYX stays true to the original intention in the journey of one hundred years； because of the dream， from the Olympic dream in 1995 to become the Olympic sponsor in 2005， they have made unremitting efforts to realize the dream of the Olympic Games； because of his dream， HYX has cooperated with the Olympics five times， never stopping on the way forward.

HYX and Taihe Music Group jointly created the song “I Believe in Dreams” in 2021， with HYX’s dream as the lead， string up the dreams of more people， dare to dream， dare to realize dreams， no matter failure and pain， and they will eventually usher in glory； may the dreamers always be on the road， constantly break through， never set limits， be your own champion， let the dreamers no longer lonely.

Beijing 2022 Olympic Winter Games is coming， HYX embarks on a new journey.

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