Overview of 2022 Beijing Winter Olympic Games: the 2022 Beijing Winter Olympic Games opened in the capital Beijing on February 4, 2022 and will close on February 20, 2022. According to AI media consulting data, 95.4% of Internet users nationwide pay attention to this sports event. On the day of the opening ceremony, the audience rating of the opening ceremony of the Beijing Winter Olympic Games ranked first in the country. Among them, CCTV1 had the highest audience rating in the same period, reaching 9.7540% at the peak and 44.3% of the city, reflecting the common concern of the whole people. The Beijing Winter Olympic Games will be held in 25 venues in three competition areas: Beijing competition area, Yanqing competition area and Zhangjiakou competition area. There are 7 major events, 15 sub items and 109 minor events in the Beijing Winter Olympic Games. A total of 109 gold medals will be produced.
The opening of the Beijing Winter Olympic Games increased the exposure of sports equipment brands. Anta Sports Science and technology enables the national team to vigorously carry out Winter Olympic marketing. Anta has been making award winning clothes for the Chinese delegation for seven consecutive Olympic Games, and making competition equipment for 12 Chinese national teams in 15 major events of the Beijing Winter Olympics. It is a sports brand that supports the most competition equipment of the Chinese national team. China’s short track speed skating mixed relay team won the first gold, wearing the clothes specially made by Anta. At the same time, Anta vigorously carried out winter Olympics marketing, created an interactive digital space “Anta ice and snow spirit land”, and launched the first winter Olympics themed digital collection. Shuhua Sports Co.Ltd(605299) was elected as the official fitness equipment supplier for the Beijing Winter Olympic Games and the winter Paralympic Games. It is the only Chinese fitness equipment enterprise in the industry to participate in the Winter Olympic Games. It is also the first time in the history of the Winter Olympic Games to choose a Chinese fitness equipment brand. The brand value and product quality of Shuhua Sports Co.Ltd(605299) are expected to be comprehensively improved.
Franchised commodities are popular in the Winter Olympic Games, and franchised production and sales enterprises are expected to benefit. On the day of the opening ceremony, on February 4, the sales volume of tmall Olympic official flagship store reached a peak of 11.6 million yuan, with a sales volume of 106700 goods, which fell due to the shortage. We believe that licensed commodity manufacturers are stepping up production and replenishment, which is expected to recover in mid and late February. With the arrival of the Winter Olympic Games, the Olympic franchised goods will become popular and will bring a considerable amount of net profits. The franchised production and sales enterprises are expected to benefit. Beijing Yuanlong Yato Culture Dissemination Co.Ltd(002878) was awarded the qualification of licensed retailer and manufacturer of 2022 Winter Olympic Games by the Olympic Organizing Committee. The company has submitted more than 600 self-designed Winter Olympic commemorative products to the Olympic Organizing Committee, and the product categories are very rich. At present, the Winter Olympic licensed products in the market include ice pun Pier (snow Rong Rong) plush toys, modeling handles, decorative buckles, crystal balls, and ice box pier blind boxes, badges (mascot motion modeling series, countdown series, Folklore Series), precious metals (opening ceremony countdown gold and silver bars, etc.) seven series are all designed, manufactured and sold by the company. We believe that Bing dwen dwen, the only 3 listed company that is allowed to produce plush and other toys, will benefit from the hot selling of stuffed toys such as ice pier pier, blind boxes and other popular products. It is expected that Beijing Yuanlong Yato Culture Dissemination Co.Ltd(002878) will bring billions of sales revenue to Beijing Yuanlong Yato Culture Dissemination Co.Ltd(002878) , especially for its attention. Cultural Investment Holdings Co.Ltd(600715) it has the franchise production right of Winter Olympic derivative products in three categories: precious metals, handicrafts and ceramics, and the franchise retail right of all winter Olympic derivative products. China Sports Industry Group Co.Ltd(600158) obtained the franchise right of Winter Olympic Games and winter Paralympic Games in Beijing and Tianjin.
Investment suggestion: the Winter Olympics will drive the development of relevant industries, which confirms the investment logic of the first 70 page sports industry in-depth report “sports is strong, China is strong” previously released by us. It is suggested to pay attention to the targets of domestic sports equipment: Anta sports, Li Ning, Tebu International, 361 degrees, Shuhua Sports Co.Ltd(605299) , Keeson Technology Corporation Limited(603610) ; Winter Olympic franchise related targets: Beijing Yuanlong Yato Culture Dissemination Co.Ltd(002878) , Cultural Investment Holdings Co.Ltd(600715) , China Sports Industry Group Co.Ltd(600158) ; Related subjects of Winter Olympic communication agency: Hylink Digital Solution Co.Ltd(603825) etc.
Risk factors: the heat drops too fast, the sales is less than expected, the epidemic affects the sales, the development speed of the sports industry is less than expected, and the competition is intensified.
