Analysis On Celebrity Endorsement Of Sports Brand In China

Yao Ming walked into NBA, and the country jumped for joy. However, with the help of Yao Ming's influence in China, NBA went into the vision of millions of people. At the same time, many international sports brands, with the help of NBA and Yao Ming, firmly grasped the unlimited business opportunities and launched a propaganda campaign in China.

Yao Ming went out, and the big international card came in, and the pace became more and more solid.

Facing Yao Ming, facing the NBA and facing the international brand, China's local sports brand ushered in the era of "sports stars endorsement".

Sports stars become the first choice for endorsement

Nike is the most successful company that uses stars to enhance brand awareness in sports products.

People like Nike not only because of their quality, but also to Nike's spokesperson, basketball superstar Jordan.

Jordan's big advertising in the air dunk has condensed vigor and spirit into Nike's brand culture, making it like Jordan's idol in the hearts of young people all over the world. Digging deep into the cultural and emotional details contained in sports has made Nike a household name and has become a model of many domestic sports brands in recent years.

So, Chen Zhonghe endorsed 360 degrees, Yao Ming endorsed Nike, Kong Linghui endorsed Anta, Liu Xiang signed a series of Chinese fir, Zhao Ruirui endorsed Conway, Wang Nan endorsed Kim lake and so on a series of colorful images of different images.

Celebrity endorsement has become the general character of commodity, function and brand culture.

Sports sponsorship has long been an important means of sports brand marketing. One of its important characteristics is exclusiveness, that is, an industry usually allows only one enterprise or brand to appear. Sponsoring enterprises will automatically get strategic advantages to prevent competitors from entering the field, which will inevitably lead enterprises with no sponsorship power to carry out sports marketing through other means.

But the huge investment in sports sponsorship does not automatically plate into brand value, that is, sports sponsorship is not equal to market identity.

Moreover, as the role of sports as an important channel for attention aggregation has become increasingly prominent, celebrity endorsement has become the preferred brand for sports brand marketing.

With the approaching of the 2008 Beijing Olympic Games, the marketing of China's sports brand is bound to set off a new wave of marketing war. Many brands at home and abroad are trying to seize the excellent sports marketing opportunity and become the biggest winner in the marketing war. For local brands, Ming Xing endorsement has become the first choice for enterprises to prepare for this sports marketing campaign.

Every sports brand wants to get the best benefit from celebrity endorsements.

Celebrity endorsement leads sports brand internationalization

Yao Ming walked into NBA, can China's sports brand enter NBA and internationalize? As the opening paragraph said, Yao Ming went out, international brands came in, and the position of international brands in the domestic market was further expanded and consolidated, using Yao Ming's famous celebrity in the hearts of the Chinese people.

The domestic sports brand should go to the international arena. We should not ignore the influence of Yao Ming's local stars in foreign countries. At the same time, we should pay more attention to foreign stars and pay attention to the internationalization of marketing.

The highest level of international marketing is to integrate into local culture and become a local brand.

Sponsoring famous local basketball teams and engaging famous local stars in sports is undoubtedly a shortcut to integrate into local culture. Many international brands in this area are everywhere.

In this regard, Lining's approach is commendable.

In June 2000, Lining beat Adidas to win the equipment sponsorship of the French gymnastics team. In 2001, Lining sponsored the twenty-seventh Summer Olympic Games Chinese sports delegation and set up the first overseas image shop in Santander, Spain; the August 2001 World Universiade, the Li Ning Co sponsored the entire Russian delegation; in 2006, the Spanish men's basketball team, wearing the "Lining" robe, first entered the final of the men's Basketball World Championships and won the world championship.

This series of big hand as Lining brand has gained considerable popularity and reputation in the world, and its brand status is rising day by day. "Do not become China's Nike, only become the world's Lining", Lining's dream is already near.

In August 2002, Lining sponsored the Spanish women's basketball team in the world women's basketball championship. Its rival Nike sponsored the Chinese team. Later, the Spanish women's basketball team won the competition. A newspaper report titled "Lining defeated Nike" was very thought-provoking.

Another notable move of Lining is to sign Li Tie, who is the brand spokesperson of the former, and the former makes shoes for the latter.

Lining will establish Lining's position as a professional mainstream sport brand by developing the match equipment of top athletes.

Once Li Tie appears in the world arena wearing Lining brand soccer shoes, the world will notice that Lining's products have reached the top professional standards in appearance and quality, and the reputation of the products will be greatly improved.

In the international sporting goods market, Lining brand will also jump from the unknown to a well-known brand with Nike.

Undoubtedly, Lining is a model for many domestic brands to become internationalized, and their successful road can be used for reference by other sports brands.

Sports marketing has ushered in the era of celebrity endorsement. The choice of celebrity endorsement has raised higher requirements for sports marketing of Chinese enterprises. It will also lead China's sports marketing to keep pace with international sports marketing, and achieve the brand expansion by effectively carrying sports marketing express to realize the leap of brand internationalization.

How to minimize the risk of endorsement

First, do not say whether the star and brand can strong union, and do not say which combination to spread, single on the promotion of this star endorsement, although it can improve the brand exposure in a short time, but also can quickly occupy a certain market share, but when the sports brand war became a star war, the final result is often the consumer remember the star's face, but can not remember the brand of the product.

The "Real Madrid Tour" sponsored by the "seven wolves" has brought all sports brands more than just talk after dinner.

Many domestic and foreign brand endorsement cases, star endorsement marketing methods can be said to be mixed.

From a detailed perspective, we can see some clues.

First of all, the image spokesperson should have a certain degree of credibility and popularity.

The purpose of most enterprises signing the image spokesperson is to use their popularity among the masses to achieve the purpose of marketing and promotion. Therefore, the star image must be positive and can not be negatively reported.

Popularity is the foundation of endorsement, but only popularity can not be done. Most of the popularity of celebrities comes from gossip and negative reports. Enterprises should be far away from each other. Only in this way, image spokesmen can add more value to brands.

Secondly, we should pay attention to selecting two basic points for celebrity endorsements.

The first point is brand personality.

Choosing a celebrity endorsement is not to choose which star is the hottest star, which star will choose which star price is high. It should fully consider whether the star is in line with the brand personality of the enterprise, that is, whether it matches the brand core value of the enterprise.

Second, the basic point is sports stars.

When choosing a celebrity endorsement, international brands often have very detailed systematic evaluation and quantitative indicators to ensure that the risk of endorsement is minimal and the proceeds are higher.