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The entire nation of China has been waiting in anticipation for the opening of the 2008 Olympic Games. While of course there are a number of reasons why the country is excited about the games, China considers the opportunity a chance to open up additional international gateways for China trade. China also views the opportunity to have the world’s eyes on them to make a lasting, positive impression. In an effort to change their global image, China has capitalized on every available opportunity to do so, so far during this Olympic year.
China trade has encountered a tarnished reputation in some countries in recent years. Criticism of the quality began to occur when there were recalls specifically of children’s toys due to safety concerns. Consistent issues, one after the other, with regards to safety turned off millions of consumers and began to give products that were made in China a negative image. Other concerns about Chinese products and China trade centered around the overall work conditions of those who were making the products. Criticism about worker age, work conditions and pay grade sparked international controversy.
So, the country was looking to leverage every ounce of power from this international sporting event to turn the globe’s heads back towards looking at China and China trade as the power that they believe they deserve as a nation.
The 2008 Olympics- Increase China Trade?
One of the foremost China trade opportunities is the re-sale of the customized Olympic logo, created by a well known artist in China specifically for these games using ancient Chinese symbols. The Olympic brand is thought to be a gateway for more China trade as it is viewed by many as a stamp of good quality.
In addition to the specific logo of this Olympic games, surveys point to the 2nd most recognized symbol as that of Coca-Cola. This brand has been associated with the Olympics for 80 years. And, this relationship has generated additional revenues for the host country, as well as partnership opportunities to increase consumer China trade through the sale of joint logo products to countries around the world both during and following the games.
International retailers are following suit to the partnership formed with Coca-Cola, with Adidas looking to capitalize on the results of the games, establishing a retail location in Beijing. This is just one of the many sponsors contributing to the bottom line numbers of the host nation, of which many will be long lasting even after the games conclude.
Many of these retailers view the 1.3 billion population of China as a tremendous opportunity to increase trade into the country, many of which are using the Olympics as a stepping stone to begin trade. And, on the flip side, China looks to do the same on their ability to export products moving forward, in larger numbers than currently.
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