恒源祥“双奥”赞助商，谱写中国品牌新传奇

体育，拥有改变世界的力量，拥有百年历史的奥运更是如此。秉承一脉相承的体育基因，恒源祥与中国体育共成长。

“奥运会的赛场不仅是体育博弈的赛场，同时也是市场品牌的竞技场。如果恒源祥这一品牌和奥运会站在同一水平线上，就意味着恒源祥有了新的起点。” 这是恒源祥集团创始人刘瑞旗在1995年提出的奥运梦想，彼时，所有人都认为这是妄言，而这句话却成为了恒源祥奥运梦的起点。十年后的2005年，恒源祥正式签约北京奥运，十年梦想，一朝梦圆！

继北京2008年奥运会之后再度携手冬奥，2019年11月18日正式成为北京2022年冬奥会官方赞助商。作为“双奥”赞助商，恒源祥谱写了中国品牌新的传奇。

第五次牵手奥运

2019年11月18日，恒源祥迎来了一个重要的历史时刻，北京2022年冬奥会和冬残奥会官方正装和家居用品赞助商发布会在北京冬奥组委园区举行，恒源祥（集团）有限公司正式成为北京2022年冬奥会和冬残奥会官方正装和家居用品赞助商。这是恒源祥继成为2008年北京奥运会赞助商、2009-2012年中国奥委会合作伙伴、2013-2016年中国奥委会赞助商、2019-2022年国际奥委会正装供应商后，第五次牵手奥运。

恒源祥与奥运的渊源始于上世纪30年代。1932年，在满目疮痍的年代，恒源祥创始人沈莱舟曾资助中国奥运第一人刘长春单刀赴奥运会。此后，在近一个世纪的时光里，恒源祥一直不曾放弃自己的奥运梦想。2005年12月22日，恒源祥正式与北京2008年奥运会签约，成为奥运会历史上第一家非运动纺织服装类赞助商。此刻，恒源祥在奥运历史上绘下了属于自己浓墨重彩的一笔，并结下了长达数十年的情谊。翌日，恒源祥集团创始人刘瑞旗和黄浦区区长姜亚新等领导在恒源祥总部大楼前为恒源祥奥运组合标揭幕，正式开启了恒源祥的奥运时代。

追求卓越、不断创新和创造第一，是恒源祥品牌文化和品牌精神的核心，这与体育竞技所体现的不断超越、力争第一的精神一脉相承。因此，恒源祥从上世纪80年代开始，就一直将支持和赞助体育事业作为品牌文化建设的重要工作。而奥运，是全球体育事业中浓墨重彩的一笔，拥有全球最高的品牌价值，刘瑞旗希望通过赞助奥运，让恒源祥成为世界的品牌，并提升恒源祥在消费者心中的品牌价值。从1995年恒源祥梦想赞助奥运，到2022年助力北京冬奥会，27年的时间只是历史长河中的惊鸿一瞥，面向未来，恒源祥对奥运有更多期待与祝福，也有更多创新与想象。

对奥运情有独钟

恒源祥缘何对奥运情有独钟？恒源祥集团董事长、总经理陈忠伟有自己的见解，他说，集团有条金科玉律——品牌是消费者的记忆。在未成为奥运赞助商前，恒源祥用了十年时间通过“恒源祥，羊羊羊”五秒广告、赞助中超、羊毛节等方法在消费者心中搭建了“羊”与“恒源祥”的联系。而今，通过赞助奥运，恒源祥想让消费者对“恒源祥与奥运”的记忆有着更深刻的认同。

陈忠伟告诉记者，众所周知，在企业奥运赞助协议当中，有一个“排他性”协议，即在同行业内若有一家企业成为奥运合作伙伴或赞助商后，同行业内便无第二家能享用奥运资源。因而，在非运动纺织行业内，恒源祥是第一家也是唯一一家可以享用奥运资源的企业。恒源祥的战略是全球化、差异化。那如何建立或找到这个差异呢？他说，在我们所处的行业中，若通过产品或者技术来建立差异，这是很难的。但是当消费者买你产品或服务的时候，你总要给他一个买恒源祥的理由。所以在过去的十几年中集团做了很多“第一”、很多有关“恒源祥，羊羊羊”的事情，且消费者对此也很认同，所以集团的羊毛制品很好卖。但是这个差异，这个理由能否支撑恒源祥走50 年、100年呢？除了“羊”之外，恒源祥还在消费者中树立了哪些有价值的记忆？现在他又找到了一个差异点，那就是“恒源祥与奥运”。 这不单是物质层面的差异，更重要的是情感方面的差异，若能将这一差异在消费者心中成功建立的话，未来恒源祥的品牌空间会更大，企业发展的道理亦会愈加宽广。

任何细节都是历史印记

自2000年来到恒源祥，恒源祥冬奥体育项目管理中心总监郝玉洁就一直在北京公司参与和体育事业相关的工作。11年间，她一共参与了三届奥运会和三届亚运会及其他大大小小20余场赛事的相关工作，每每看到开幕式上的中国体育代表团盛装出场，坐在电视前的她就会感到万分骄傲。赛事服装工作是琐碎而严谨的，大到代表团服装整体规划，小到扣子图案，哪怕一个颜色的调整，都要反复沟通确认，并完整地传达给工厂和负责官员——因为任何细节都是奥运的历史印记，它将永载史册。

郝玉洁回忆，由于中国体育代表团的特殊性，名单几乎都是最后时刻才能出炉，并且因为训练效果变化，还会有持续调整，所以整理名单、确认数据，就成為了赛前必经的难关。直至截止日期，工厂加班加点，完美地在发装日前到货才算一颗心落地。

郝玉洁清晰记得发装前夜带着货运司机到南苑机场取货所走的崎岖小路，也不曾忘记整宿核对名单物品的那个大仓库，而这一切的辛劳，都在开幕式中国体育代表团出场的十几秒内烟消云散。作为一名恒源祥人，可以服务那些为国争光的体育健儿，以及在奖牌背后付出的教练员、工作人员，让他们作为中国形象展示在世界舞台之上，她感到无比光荣。

不仅是奥运会这样的大赛，郝玉洁还参与到了很多其他赛事或者协会的服务中，也见到了很多值得学习的前辈和大人物，其中一些人甚至可以清楚地叫出她的名字，这些都是在恒源祥参与体育事务中获得的额外精神奖励。目前恒源祥签约成为北京2022年冬奥会和冬残奥会官方赞助商，她将一如既往地，热情高涨地继续干好工作，为北京冬奥会和冬残奥会贡献自己的一份力量。

提升品牌文化的絕佳机会

恒源祥还未正式成为北京 2008 年奥运会赞助商的时候，有人说，恒源祥早已声名远播，赞助奥运提升品牌的成本太高了；有人说，恒源祥拿下赞助商资格只是拿到了一个“用钱的权利”，恒源祥还要拿出平均 2.5 倍的资金用于配套的市场推广，难度太高了；还有人说，成为奥运会赞助商后，对恒源祥各方面的规定相当严格，要求太高了……总之，他们的言下之意是：运用奥运资源有极大的危机和风险，大可不必这样做。但刘瑞旗清楚地意识到，运用奥运资源可以改变人的一生！

恒源祥之所以要赞助奥运，一个很重要的原因是借助奥运提升品牌的美誉度、个性和文化内涵。目前，恒源祥成为奥运的赞助商只是拿到了“门票”，真正拥有奥运资源是拥有经营奥运资源的能力！拥有这种能力需要集团改变目前做事情的方式，补上自己能力中的“短板”。奥运是运用品牌力量推动的整体运营，而恒源祥是以经营品牌为战略的企业，所以，恒源祥成为奥运赞助商后，恒源祥有很多机会学习奥运运行的方式方法，了解相关的“游戏规则”，并得到与之相关的各种资料。“如果我们不能借此好好学习和使用，我们就错失了一次提升自己运营品牌文化能力的绝佳机会”，刘瑞旗说。

因为梦想，从1927年的街边小店到如今联合体遍布全国，百年征途不忘初心；因为梦想，从1995的异想天开到2005年成为奥运赞助商，十年不懈圆梦奥运；因为梦想，五度携手奥运，前进路上不曾停歇。

2021年，恒源祥联合太合音乐，共同打造了歌曲《我相信有梦》，以恒源祥的梦为引，用这束无限之线串起更多人的梦想，勇于做梦，敢于圆梦，无论衰败与苦痛，终能迎来辉煌与荣耀；愿追梦人永远在路上，不断突破，不曾设限，做自己的冠军，让圆梦者不再寂寥。

2022，冬奥来了，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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