Core Insights - The marketing performance of China's two dairy giants, Mengniu and Yili, during the 2024 Paris Olympic Games reveals that despite Mengniu being a global Olympic partner with higher sponsorship privileges, Yili significantly outperformed Mengniu in media coverage and user engagement on domestic social media platforms [2][3][6] - The analysis introduces the "Dual-Track Co-opetition Marketing Model," which consists of a "Competition Track" where brands compete for market share and a "Cooperation Track" where brands collaborate to enhance the overall image of their industry [2][3][40][41] Group 1: Sponsorship and Market Position - Mengniu and Yili are the leading companies in China's dairy industry, with Yili reporting total revenue of 125.758 billion RMB and net profit of 10.428 billion RMB in 2023, while Mengniu reported revenue of 98.624 billion RMB and net profit of 4.886 billion RMB [4] - Yili holds a market share of 26.4% compared to Mengniu's 21.6%, indicating a competitive landscape where both companies dominate the market [4][5] Group 2: Marketing Strategies and Performance - During the Olympic period, Yili's content dissemination and user discussion significantly surpassed Mengniu's, with Yili's related content volume being 4.4 times that of Mengniu, and Yili's engagement metrics being approximately double that of Mengniu [6][19] - Mengniu's marketing strategy included innovative digital advertising and emotional storytelling, aiming to connect the Olympic spirit with its brand image [19][20][22] - Yili's marketing strategy involved product innovation with Olympic-themed products, cultural marketing through a national-themed bus tour, and leveraging social media to create viral marketing moments [25][26][27][29] Group 3: Competitive Dynamics - The competitive relationship between Mengniu and Yili is characterized by Mengniu's official sponsorship status and Yili's ambush marketing tactics, which allowed Yili to capture significant market attention without being a global partner [32][33] - Yili's ambush marketing strategies included signing popular athletes, creating culturally themed products, and engaging in social media events that resonated with the audience [34][36][38] Group 4: Implications for Future Marketing - The findings suggest that both companies contribute to enhancing the global image of the Chinese dairy industry, albeit through different marketing strategies [41] - The "Dual-Track Co-opetition Marketing Model" proposed in the analysis provides a framework for understanding how brands can navigate competition and collaboration in international sports sponsorships [40][42]