Paris Olympic Games: The New Brand Of Chinese Goods First Appeared In The Olympic Games

Ma Long (middle), the flag bearer of the Chinese sports delegation, waved the national flag before the opening ceremony on July 26. Photographed by Cao Can, a reporter from Xinhua News Agency

The world-famous 2024 Paris Olympic Games opened at 19:30 local time on July 26 (1:30 a.m. Beijing time on July 27) on the banks of the Seine River in Paris. As a textile power, what are China's textile figures in this Olympic Games?

Chinese war clothes, made in Zhejiang

At this Olympic Games, the Chinese national team and accompanying officials' dragon scale element standing collar long sleeved shirts, the Chinese national swimming team's appearance clothes, a running suit of the host French athletes, and the volunteer clothes of this Olympic Games are all made of Zhejiang Dewei Technology Co., Ltd., a sports fabric manufacturer in Haining.

"For the Paris Olympic Games, we have supplied six functional fabrics with a total length of more than 40000 meters to two sports brands at home and abroad," said Xuan Dianwei, associate manager of the company's research and development center.

It is reported that in January this year, the brand side proposed the intention of cooperation, hoping to create lightweight and breathable fabrics for clothing related to the Paris Olympic Games. Dewei Technology immediately set up a promotion project consisting of 15 people. Among them, the fabric of the appearance clothes of the Chinese National Swimming Team should also have the functions of quick drying and warmth preservation. It took nearly 3 months to develop the required fabric. With velvet on the skin, the outer layer is smooth, not only soft, but also powerful in absorbing water. "The water will evaporate in less than 1 minute after dropping on it," said Xuan Dianwei.

In addition to functional "pull full", the fabric provided by Dewei Technology for the Paris Olympic Games also has a unique attribute - environmental protection. "Our fabric is made of recycled and environment-friendly yarn, which is recycled from coke bottles and waste clothes," said Xuan Dianwei.

It is reported that the Paris Olympic Games is not the first time that Dewei Technology has served for a sports event. In the company's product exhibition hall, there are the costumes of the torch bearers for the 2008 Beijing Olympic Games, the indoor award-winning uniforms of the Chinese sports delegation for the 2022 Beijing Winter Olympic Games, and the indoor award-winning uniforms of the Chinese sports delegation for the Hangzhou Asian Games last year.

Clothing for Olympic Games and Asian Games participated by Dewei Technology

Hu Xiaochun, the head of the marketing center of the company, said that the reason why the fabrics of Dewei Technology can be trusted by the brand and frequently appear on the stage of sports events is inseparable from the company's long-term efforts. "Colombia, Adidas, Decathlon, Kahhat, Anta, Filo and other well-known outdoor sports brands at home and abroad are our long-term partners." Hu Xiaochun said that in 2011, with outdoor sports gradually becoming a new trend, some foreign outdoor brands came to China to choose supply chain manufacturers, and the company seized new market expansion opportunities, Successfully "hand in hand" with several outdoor sports brands. At the same time, Dewei Technology also attaches great importance to product research and development on the basis of ensuring product quality. In 2023, the company's R&D expenses will account for 5.6% of sales revenue. "As a national high-tech enterprise, we have been continuously developing various functional knitted fabrics and composite fabrics." Xuan Dianwei, associate manager of the R&D Center, said that the company's future R&D goal is still to target lightweight sports fabrics, hoping to enable the wearer to enjoy the comfort brought by technology.

Clothing for Olympic Games and Asian Games participated by Dewei Technology

The new brand of Chinese goods made its debut in the Olympic Games

It is worth noting that on the marketing field of this Olympic Games, young new consumer domestic brands began to appear.

Recently, the Chinese brand Moshan MOUTION, which focuses on sunscreen clothing and "bare leg artifact" bottoming pantyhose, announced that it will become the official partner of the Chinese National Sailing Team and will customize a series of professional sunscreen equipment for the members of the Chinese National Sailing Team.

Moshun is the only clothing brand in the partner column on the official website of China Yachting Association.

Photo source: Official microblog of Mo Xun

According to official and public data, Mo Xun settled in Tmall in 2019, and the main product at that time was the "bare leg artifact"; In 2021, sunscreen products will be launched, focusing on original yarn sunscreen clothing. In a few years, Mozian has achieved the relative head position of each category of e-commerce platforms. In the winter of 2023, Motian's sales of popular bareleg socks on Tmall exceeded 1 million pieces; In addition, according to the Market Trend Insight Report of Diaoyin 2024 Sunscreen Clothing released by Qifei Observation, Mo Xun was also listed in the top 20 sales of Diaoyin and Tmall platform sunscreen clothing in 2023, ranking first in Diaoyin, with sales of 410 million yuan, and fifth in Tmall, with sales of 150 million yuan.

At the beginning of 2024, Mo Xun and the British designer brand ROKSANDA jointly launched the co branded series, and brought the series to the London Fashion Week show, and then took the series and the brand's new sunscreen products in spring and summer to the Shanghai Fashion Week show. At the same time of the show, Mo Xun also announced Wu Xin, the brand's "fashionable and light outdoor spokesperson", and Dong Jie, the brand spokesperson of Greater China. In addition, Mo Xun has also tried to output in-depth content, launching an interview column from 2024. In July, Motian opened an exhibition space called "Motian Light Outdoor Laboratory" in Shanghai.

Obviously, the online brand Moshan, which has emerged from the sub category of explosive products, is planning a broader path for the future.

Many new technologies in one!

The Netherlands team was "impressed" by the forward cowboys

DENHAM is a world-renowned high-end denim brand, headquartered in Amsterdam. At this Olympic Games, DENHAM brand is the official clothing partner of the Netherlands team for the opening and closing ceremonies. It has undertaken the design of all the appearance clothes of the Netherlands team for the 2024 Paris Olympic Games and Paralympic Games.

In the denim field where DENHAM is good at, DENHAM has used Kinetic Denim (functional tannin) fabric to create an exclusive functional tannin jacket and functional tannin trousers for the Dutch team.  

Kinetic Denim adopts the mixed multi-functional tannin fabric developed by Guangdong Qianjin Denim Co., Ltd. (hereinafter referred to as "Qianjin Denim"), which not only weighs 6 ounces, but also has 360 degrees of elasticity. At the same time, it combines the temperature regulating technology of empty pulp, aerogel yarn, Weihua fiber with hollow structure and other new materials.

This high-tech fabric has excellent comfort, breathability, moisture absorption, quick drying and durability, which can endow clothes with the functions of lightness, anti-static, UV protection, odor prevention, etc. It is not only suitable for Dutch athletes to compete in the Paris Olympic and Paralympic Games, but also for their daily wear.

Wang Zongwen, general manager of Qianjin Jeans, said: Qianjin Jeans has been deeply involved in the denim industry for more than 30 years and has served many brands and garment manufacturers around the world. But this is the first time she has received an invitation to develop fabrics for the Olympic team uniforms, and she is very excited. "The requirements of this fabric development are very high: not only retain the three-dimensional texture of traditional denim fabrics, but also break through the limitations of traditional fabrics. At the same time, in addition to meeting the requirements of thin, stiff, moisture absorption, quick drying and breathability in performance, the fabric texture must also have unique characteristics, and meet the requirements of environmental protection and low-carbon."

After repeated experiments, Qianjin Jeans achieved several key breakthroughs.

For example, in terms of weight, thanks to the comprehensive use of original Weihua fiber with hollow pulp structure and aerogel fiber, it is only about 5.5 ounces, which is 200% lighter than the traditional denim fabric.

In terms of structure, Wafer fiber like Wafer biscuit has a moisture absorption rate 3 times that of traditional cotton. The Olympic Games were held in July and August, and the temperature was relatively high. The thermal insulation performance of Wafer fiber can make athletes wear jeans without feeling stuffy.

The application of aerogel fiber is also a major breakthrough. It is composed of more than 80% air, and is the smallest known solid material on the earth. Its density is only 1/6 of that of standard air. In addition to its feather like lightness, aerogels also have anti-static properties and super water management capabilities. A new material that imitates the reflection of light from silver ants is also used on the white fabric to achieve super anti penetration.

In terms of fabric texture, Qianjin denim has also successfully realized its uniqueness. "Our requirement for ourselves is that this texture must have never been applied to the denim fabric before. After repeated research, we have made a unique texture in this denim fabric, which makes people dazzling and novel, and the fabric is very structured, which is convenient for clothing molding and wearing comfort." Wang Zongwen said.

At the same time, Qianjin denim integrates sustainable elements into fabric design, including the use of zero carbon Tencel fiber and liquid indigo dye. Compared with traditional dyeing methods, the impact on the environment is significantly reduced.

In a word, the mixed double woven fabric developed by Qianjin Jeans has many advantages, such as lightness, breathability, softness, taking into account the rigidity of jeans, and ease of care. "DENHAM is very satisfied with this, and has been used in the production of uniforms for more than 1000 athletes and accompanying personnel of the Netherlands team." Wang Zongwen said, This cooperation is also another important expansion of the application field of denim fabrics between the two sides, which can not only meet the strict requirements of top sports competitions, but also provide practical daily uses, opening up new application scenarios for outdoor sports denim.

Chinese brands sponsor the Afghan Olympic delegation

The outdoor goods enterprise "Range Rover World" from Huangshan City, Anhui Province, delivered security clothing for the 2024 Paris Olympic Games to France and signed a contract with the Afghan Olympic Committee to deliver equipment to the Afghan delegation for the 2024 Paris Olympic Games.

ALIMI ABDUL WAKIL, deputy secretary-general of the Afghan Olympic Committee, said: "In the face of the unstable situation and limited economic conditions in the country, it is undoubtedly an arduous and great task for Afghan athletes to stand on the international stage and participate in the world's highest level competitive competition such as the Olympic Games. Just when we are worried about the sports equipment for participation, Range Rover has appeared to lend a helping hand. Thanks to Range Rover, the people of Huangshan, the people of Anhui, and the great China. "

It is understood that Range Rover World is a well-known outdoor sportswear brand enterprise in Huangshan City. As early as 2022, it signed five national teams, including the Chinese National Bowling Team, the Chinese National Wall Team, the Chinese National Throwing Team, the Chinese National Rattan Team, and the Chinese National Cricket Team. The sports equipment has been delivered and unanimously recognized.

At present, Range Rover World is the second sports brand in the number of national teams sponsored, second only to Anta.