“中国屏”“中国AI” 在米兰冬奥批量出圈，冰雪体育营销加码

Core Insights - The 2026 Winter Olympics in Milan and Cortina is showcasing an increasing presence of Chinese technology products, positioning it as a "golden window" for Chinese manufacturing to demonstrate its technological strength globally [1] - Chinese brands, including TCL, Alibaba, and Anta, are actively participating as sponsors, reflecting their competitive strength and aggressive marketing strategies in the global market [1] Group 1: Chinese Technology Empowerment - TCL has joined the ranks of global partners for the Winter Olympics, integrating its technology and products into the event's operations and user experience [3] - The "Snow Velvet Wonderland" exhibition by TCL at Milan's central train station features innovative products like TVs, air conditioners, and AR/AI glasses, showcasing future technology [3][4] - TCL's "Olympic Screen Universe" initiative includes providing hundreds of large-screen TVs and digital signage for broadcasting, enhancing the viewing experience for athletes and spectators [4] Group 2: AI and Smart Solutions - The Winter Olympics is noted as the "smartest" in history, with Alibaba's AI model enhancing operational efficiency for national Olympic committees across 11 countries [5] - AI technology is also being utilized for high-precision reconstruction of snowy scenes during broadcasts, improving the clarity of fast-paced sports action [5] Group 3: Sports Marketing and Brand Promotion - TCL has signed Chinese freestyle skier Gu Ailing as its global brand ambassador and is sponsoring top athletes, leveraging the Olympics to promote its brand [6] - Other Chinese brands, such as Changhong and Midea, are also increasing their presence in winter sports marketing, with Changhong partnering with the International Ski Federation [7] - Chinese apparel brands are gaining visibility, with teams from various countries wearing outfits from brands like Li Ning and Anta during the opening ceremony [8] Group 4: Athlete Endorsements - Sports stars are becoming popular choices for brand endorsements, with Gu Ailing securing numerous deals post-2022 Beijing Olympics, highlighting the effectiveness of athlete endorsements over entertainment figures [9] - The marketing strategies of Chinese brands are evolving, with a need for more creativity and storytelling in their campaigns to enhance global appeal [9]