The production cost is nearly one million! The business experience behind the Shangma Medal
Shanghai Marathon Completion Medal 'What will you do after running the first whole horse in your life?' 'Hang up the medal and take pictures and send it to Moments!' This is the Shanghai Marathon on November 12th. Tencent Sports is asking many runners Later, I got this answer. In my memory, the marathon medals are still in the iron and bronze medals, which are either round or square, and will fade after a short period of time. With the rise of marathons in China in recent years, the finishing medals have become more and more beautiful and worthy of collection. This year's all-marathon medals are inlaid with 24K pure gold. Behind the production of medals, the brand is aimed at the middle-class market of the Chinese Marathon. Created in 6 months. Medal for launching with 0.1g gold After the cancellation of the half marathon this year, launching includes full-marathon, 10km running and healthy running. After the three types of races hit the line, runners will receive a medal for finishing. Among them, the whole horse medals are particularly attractive. In the design of the medal pattern, the theme 'Shen Ai to the end' is placed in a prominent position below, and the overall S-shape is not only the first letter of the English abbreviation of Shanghai, but also the shape of the whole horse route of this competition. The main color of the medals is gray, the wearing belt is pink, and the patterns on the surface of the medals will include Shanghai's landmark buildings. It is understood that this year's medals in Malaysia weighed 123 grams, of which the gold piece in the center of the medal is 24K solid gold containing 0.1 grams, and the rest of the medals are made of zinc alloy. According to the designer, this kind of material can make the medals more three-dimensional and the lines more prominent; and the zinc alloy itself is not easy to oxidize, and it will also enhance the stability of the medals, because the zinc alloy does not contain lead and does not contain harmful substances. , So it is more environmentally friendly. From the initial conception to the finalization, five designers finally determined the current medal version after more than 20 drafts; from design to final production and delivery to the organizing committee, it took a full 6 months. The cost of medal production is nearly one million This is the third year that Lukfook Jewelry has undertaken the production of medals for the launch of the horse. Except for the whole Malaysia, the medals including the 10km running and the healthy running are all designed and produced by them. In addition, they have also undertaken medal production for the Beijing, Hong Kong and Wuhan Marathons in the past three years. 'In fact, we can only sponsor the event itself, but I feel that some of the billboards over there may be forgotten as soon as everyone runs over, but the medals are different, they will be treasured for life.' Wen Guangzhi, deputy director of Lukfook Jewelry China Business In an interview with Tencent Sports, he smiled and said that in his memory, he has kept the medals he won in childhood games so far. This year, the All-Malaysia Medal contains 0.1g of 24K pure gold, which makes many people want to have it. 'On the sports field, everyone wants to win the championship. The champion has a'gold medal', so we have embedded pure gold in the design. Let everyone who finishes the race feel like they have won a championship medal.' Wen Guangzhi said. In addition to the gold medals for the launch, the Hong Kong Marathon medals also made by them are also inlaid with diamonds. In terms of financial sponsorship, it is only the cost of making the medals for the launch. This year, 28,000 people signed up for the launch of the horse, and the total number of participants reached 38,000. The brand owners must produce the same number of medals. Wen Guangzhi revealed that in the medal production It will cost nearly one million yuan in costs. At the finish line this year, the brand also provides engraving services on the back of the medals for every runner who finishes the race and earns a medal for the whole horse. It is hoped that each medal will be a unique and treasured memory for the runners. 'A lot of people will show their medals in the WeChat circle and Weibo for the first time when they run completely. This has also carried out a second spread for our brand.' Wen Guangzhi said. Marathon middle-class people are favored by brands. In fact, the luxury goods industry has been associated with sports early in the morning. For example, Rolex watches have been sponsoring high-end events such as tennis and equestrianism. Tiffanyu0026Co. is the first jewelry brand that integrates with sports, making trophies for the US Open and NFL, and is also the first jewelry brand to become associated with marathon events. For the Nagoya Women's Marathon familiar to Chinese runners, Tiffanyu0026Co. created a finishing medal for it, and the brand also changed the theme of the entire event, which also attracted female runners from Japan and even the world to participate. 'The marathon is the sport that is closest to the Chinese middle class, and the middle class is also our main consumer group.' As to why the marathon became attached, Wen Guangzhi frankly admitted that the brand naturally has its own commercial layout.
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