With Beijing's hosting of the 2008 Olympic Games, the spectacle of a changing mainland China is about to reach a high point. Racing to be a part of this are brands hoping to make the most of the moment when the mainland proves its capabilities go beyond business and manufacturing.
"China's hosting of the Olympic Games is symbolic of the nation's development and stature in the world today," said Pan Qing, director of Olympic Marketing for Volkswagen Group China, which showed its commitment to the event by supplying a 1,000-strong support fleet to accompany the torch relay.
"As one of the first foreign automotive manufacturers in China and a contributing force to the country's present economic success, Volkswagen Group forms an essential part of the world's window into China."
And as one of the largest international carmakers in the country, Volkswagen's financial and logistical support for the event, which includes a 180-car fleet for the Beijing 2008 Equestrian event in Hong Kong, demonstrates how the Games are an exposition of global business talent.
International companies are keen to show their commitment and enthusiasm by proving their loyalty through sponsorship and representation at key sporting events. "Our sponsorship of the Beijing 2008 Olympics is our way of demonstrating our community spirit with the people of China, which we plan to continue for many more years to come," said Till Scheer, managing director of Volkswagen Hong Kong. "We are pleased to be able to do our part to spread the spirit of the Olympic Games in Hong Kong as well as in mainland China."
China is an important part of the Games in 2008, not only as a meeting place for international talent, but also in terms of how its own brands can prove their mettle, giving the nation a chance to prove that it is more than just a "workshop of the world".
Hong Kong-based jewellery company Chow Tai Fook, a licensed producer and merchandise retailer at the Games, has commemorated the event by co-operating with Platinum Gold International to produce a pendant, conceptualised from the Chinese character "Jing", that signifies Beijing.
"Inspired by the concept of courage and memories, the pendant is intended to pay tribute to Chinese athletes," Chan Sai Cheong, director of Chow Tai Fook Jewellery said. "Platinum, the king of precious metals, was selected because its durability and radiance symbolise the courage, diligence and perseverance of leading Chinese athletes, which has helped them to realise their dream of reaching the championship."
Companies such as Chow Tai Fook, while paying homage to the event with products, are also given opportunities to provide samples of craftsmanship, and prove the quality of their product lines.
Mainland Chinese sporting clothes design company Li Ning has shown continued support of the Olympics by being the licensed provider of sportswear for Chinese athletes. Li Ning was launched on the Hong Kong stock exchange in 2004, after which it saw a rising annual turnover of 35 per cent and an entry into markets in Southeast Asia, Central Asia, Europe and other regions.
With growing co-operation with professionals around the world, it has steadily matured into an international brand. This makes Li Ning emblematic of the rise of Chinese brands, which could be winners at the Games by showing that they have come of age.
"By 2018, Li Ning intends to become No1 in the industry in China and fifth in the world," said William Wu, vice-president, International Market Department for Li Ning.
"And we strongly believe that anything is possible."
