August 2 (NBD) - The aesthetics of the Paris Olympics are truly unique. You will see athletes playing volleyball at the Eiffel Tower, playing equestrian matches at the Palace of Versailles, and break-dancing at Place de la Concorde. If you want to know which events are the most interesting this year, check out those with exclusive CCTV broadcasting rights. Gymnastics, table tennis, badminton, rock climbing are where Chinese teams are sure to shine. The Olympic spirit not only belongs to champions. The charm of sports events lies in the infinite possibilities for everyone. Just like Olympic athletes, Chinese companies aspire to go global, which is a long-term goal.  But what they need to face is a more complex international environment and market competition.

There is an unexpected combination in the list of The Olympic Partners. Coca-Cola and Mengniu jointly invested US $3 billion to exchange sponsorship rights for three Olympic rights. Can this huge long-term investment really help Mengniu open up the international market? Coca-Cola, which has a century-old Olympic marketing gene, has a great say. The red kiosks around the Amsterdam Olympics in 1928 made Coca-Cola a hit in the European market and established the popularity of international brands. Mengniu's Olympic story has just begun in 2024. Mengniu, which has been absent from official sponsorship for a long time, made its debut by creating an exclusive new category of non-alcoholic beverages with Coca-Cola. Their resolute stance on being strong and competitive is proving to be well-founded. Will Mengniu with the highest sponsorship rights regain industry dominance in Paris as it wishes? Going international is full of winds and waves. We will view its gains and losses in the next episode. Stay tuned.