Volleyball-related firms bask in team's golden glory

Shoppers choose dairy products at a supermarket in Xuchang, Henan province. [Photo / China Daily]

Shanghai-listed Bright Dairy & Food Co saw its stock rise 4.36 percent to 15.56 yuan. The dairy company's TV commercial for its yogurt, which featured volleyball team members and Lang Ping, was broadcast nationwide during the Rio Olympics.

National television audience data showed that more than 70 percent of viewers tuned to the women's volleyball final on Sunday, a rating higher than that of China Central Television's annual Spring Festival Gala.

Lang has become the first to win volleyball gold both as a coach and a player. She and her teammates helped China win their first Olympic gold in volleyball in 1984 at the Los Angeles Olympics,

The share price of Shanghai-listed Zhejiang Sha Pu Ai Si Pharmaceutical Ltd spiked 2.48 percent to 44.96 yuan on Monday. The eyedrop maker has been showing a TV commercial featuring Lang for more than a year.

"Consumers are very likely to consider brands with China's women volleyball team members and Lang as celebrity endorsers as smart choices, particularly for food, beverages and health-related products. The volleyball team's spirit lies in its strength, wisdom, perseverance, never giving up and indisputable power to stand until the last second, and that's exactly what you want to gain from health-related products," said Michelle Tang, a branding consultant with Shanghai-based Tang Yue Culture and Communication.

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