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2025年服贸会第十九届北京工艺美术展在京启幕
Bei Jing Shang Bao· 2025-08-19 11:23
Group 1 - The 19th Beijing Arts and Crafts Exhibition, themed "Jinghua Treasures: Elegance and Charm," opened on August 19, 2025, at the China Arts and Crafts Museum [2] - The exhibition showcases the results of the 20th "Gongmei Cup" Beijing Arts and Crafts Competition, featuring three units: "Collection," "Inheritance," and "Innovation," highlighting the integration of traditional craftsmanship with modern design [2] - The exhibition will run until October 12, 2025, and includes three experiential modules for visitors to engage with traditional crafts and their modern applications [2] Group 2 - The Beijing Municipal Bureau of Economy and Information Technology has implemented the "Beijing Fashion Industry High-Quality Development Implementation Plan (2025-2027)" to promote innovation in traditional crafts like "Yanjing Eight Wonders" [3] - The "Gongmei Cup" competition has been held 20 times, with over 10,000 entries and more than 600 entries in the last three years, resulting in 40 traditional craft treasures and over 300 gold award works [3] - The exhibition features 110 outstanding works from previous "Gongmei Cup" competitions, reflecting the industry's efforts to align with high-quality fashion industry development and contribute to the construction of an international consumption center [3]
不做广告,只做文化:LVMH如何用“隐形赞助”赢下戛纳全场大奖?
Jing Ji Guan Cha Bao· 2025-06-27 08:11
Core Viewpoint - LVMH's strategy of "silent sponsorship" at the 2024 Paris Olympics has redefined luxury branding, focusing on cultural participation rather than overt advertising [1][9]. Group 1: No Logo Olympic Partnership - LVMH's involvement in the 2024 Olympics is not about advertising but a deep expression of "French culture and identity" [2]. - The company chose to operate behind the scenes, becoming a "cultural co-creator" without visible branding or self-promotion [2]. Group 2: Paradigm Shift in Luxury Branding - LVMH challenges traditional sponsorship logic by emphasizing that high-end brands do not need to be "seen" but rather "perceived" [3]. - The company recognized an opportunity to engage emotionally with users through cultural means, rather than through visible branding [3]. Group 3: Cultural Creation Instead of Advertising - LVMH's Olympic marketing strategy lacks traditional promotional materials, yet it generated global attention [5]. - The brand's contributions included Chaumet's Olympic medals, Louis Vuitton's ceremonial boxes, Berluti's custom outfits for torchbearers, and Dior's artistic performances [5][6]. Group 4: Non-Marketing Approach - The Cannes jury praised LVMH's approach as "not an advertisement, but a cultural heritage" [8]. - This strategy reflects a new logic in the luxury sector, where high-end consumers value cultural depth and authenticity over aggressive exposure [8]. Group 5: Redefining Luxury Brand Presence - LVMH's success at the Cannes International Creativity Festival signifies a new definition of luxury branding in a competitive global market [9]. - The company demonstrates that in an era of information overload, "silence" can be the most sophisticated form of expression [10]. Group 6: Measurable Impact - LVMH achieved over €350 million in earned media exposure, a 36% increase in global brand favorability, and a 12-fold increase in brand consideration among consumers [11]. - The strategy shifted focus from selling products to building meaning, from shaping trends to conveying values, and from capturing attention to creating resonant experiences [12].