转自：上观新闻
毫无疑问，巴黎奥运会是这些天来互联网上的第一热点。
奥运赛场精彩激烈，赛场外还有一个同样分秒必争的赛场：奥运商机的竞逐。
除了众多品牌提前布局的“广告战”，诸多平台热火朝天的“流量战”，还有特别值得一提的“带货战”——全红婵的“丑拖鞋”和小乌龟玩偶，黄雨婷的白色发卡，迅速成为热门商品，销量暴增。
奥运选手们“随机”点燃的带货热潮，既体现出体育明星巨大的商业影响力，也体现了市场捕捉商机，将体育赛事热度转化为销量和盈利的能力。
全红婵和陈芋汐的“双子星”搭档，从东京火到巴黎，在全网的关注下，全红婵在本届奥运会穿的松弛感“丑拖鞋”、曾在去年佩戴的小乌龟玩偶等，都成了电商热销产品，下单量增长十倍不止。
7月31日，冠军中国选手陈芋汐/全红婵（左）庆祝胜利。 当日，在巴黎奥运会跳水女子双人十米台决赛中，中国选手陈芋汐/全红婵夺得金牌。 新华社记者 张玉薇 摄
7月27日，在射击混合团体10米气步枪金牌赛中，“00后”小将中国组合黄雨婷和盛李豪夺得冠军，一举拿下了中国队在本届奥运会的首金。随后，“黄雨婷发卡好可爱”被刷上热搜，至今已有1亿的阅读量。据媒体报道，在短短两天内，数十个义乌国际商贸城的商户们就把同款发卡推向了市场，掀起了一股热销狂潮，仅商户万成英一家在两天内就卖出了几十万个“黄雨婷同款发卡”，而且订单还在不断增长，需要加班加点赶工。义乌经营商表示，其实这款发卡是老款，销量一直不怎么样。结果黄雨婷刚夺冠，就有电商商家来询问有没有同款发卡，听说有，立即就下单了4万个。
图说：上观新闻关于“黄雨婷发卡”的短视频内容一度占据快手的热门榜前三。这样的故事在三年前就发生过。东京奥运会上，首金获得者杨倩头戴的一款小黄鸭发卡、印有奥运乒乓女单冠军陈梦“我的时代来了”金句的T恤、刻有中国健儿“无愧输赢”等超燃话语的面碗，还有“他赢不了我” 帆布包、“只要祖国需要我”抱枕、“稳了”手机壳等，形成了大批“奥运爆款”。
两年前的北京冬奥会上，谷爱凌横空出世，在自由式滑雪项目中以绝佳的成绩拿下2金1银，成为冬奥会的顶流之一。在大众对她的喜爱与关注下，她带火了几十个同款、周边和品牌，堪称“冬奥会第一带货王”。
奥运冠军们的“带货”能力，反映了消费者对体育明星的喜爱和支持。电商平台和品牌商借此东风，推出各种促销活动，从淘宝的“淘宝运动会”到京东的“买运动新品，享金牌好价”，都在积极争夺奥运经济带来的丰厚红利。
商家的“嗅觉”之所以灵敏，源于他们对市场的长期深耕。他们熟悉消费者的喜好变化，了解流行趋势的演变，更懂得如何在瞬息万变的市场环境中找到自己的定位。当奥运会上一个小小的发卡引起广泛关注时，他们能够迅速洞察这背后潜在的市场需求，将体育赛事的热度转化为商业价值，这是他们多年积累的市场经验与智慧的体现。
然而，这种基于热点和短期冲动的消费模式，如何转化为长期的经济效益，是电商平台和品牌商需要深入思考的问题。奥运经济的热潮虽然周期性明显，但其背后的商业价值和潜力不容小觑。奥运会之后，这场体育与商业的盛宴能否继续，如何继续，将持续考验中国体育产业的智慧和眼界。
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