In the "attention economy" era, it is natural that China's Olympic champions are chased by merchants after their victorious return. However, if they do not fix their positions properly or ask for too high prices, their commercial value may not be fully developed.
Recently, domestic media in China report that more than 200 enterprises want to cooperate with Sun Yang and his appearance fee for attending a commercial activity has increased to one million yuan.
In the Olympic arena, the defeated may not be losers, but only the winners could be "kings", such as new advertisement kings. Liu Xiang was an example after the Athens Olympics in 2004, and Sun will be another after the 2012 London Olympics. Sun has met all the factors needed to be an idol. He is young, sunny, handsome and humorous, and the highly-focused swimming event he is engaged in has won many gold and silver medals in the London Olympics. It is easy for him to become a favorite for enterprises. It is estimated that in the next few years, he will get commercial benefits of no less than 50 million yuan.
In fact, instead of discussing whether Sun's appearance fee or endorsement fee is too high or not, we should consider whether Sun will be "over consumed". In other words, will Sun's normal training be affected by his too many commercial activities? After Liu quitted the race in the London Olympics due to injury, a netizen said ironically, "Liu Xiang, my brother, facts have proved that your legs will become soft after you've drunk the Coca Cola, eaten the Amway Nutrilite products, swiped the VISA card, put on the Nike 'golden shoes', used the EMS and drunk the fresh Yili Milk". Whether it's a joke or irony, it indicates that many netizens believe that Liu's frequent commercial activities have affected his training. Or Liu's current situation has something to do with the fact that he has not concentrated on his career.