At The Expense Of The Sky, Ask The Stars To Help &Nbsp.

On August 5th, every summer, during the intermission of the US men's Basketball League (NBA), there will always be a lot of NBA players coming to China.

Fans can see superstars like Kobe and Howard, and can join in with the "second star" such as Scola, Kidd and Artest.

What's different is that after the superstar, the trader often has

The latest news is that it has a high popularity in China.

In recent years, the efforts of national sports brands are obvious to all. Several of them have been listed successfully in Hongkong. The family management that has been criticized has gradually been pformed into a pparent financial joint stock company. The reputation of the brand spokesperson chosen by the company is also getting bigger and bigger.

Especially with the Chinese market players such as Yao Ming and Yi Jianlian increasing the market share of NBA in China, the Chinese national sports brand also has more and more opportunities to show its face in the NBA arena. The rocket that Yao Ming is in has even become the base of Chinese sports brand.

The words of Anta President Ding Shizhong may represent the determination of these Chinese private enterprises to infiltrate NBA continuously. He said: "we must pay great attention to the competition with strong international brands."

However, such rhetoric also reflects the hidden danger of Chinese enterprises expanding NBA territory.

Indeed, the market share of Chinese enterprises in the two or three line cities and the financing means after listing make them able to afford such a "sky price" in the competition, but in many cases, it is not enough to use money to sign a few stars to solve all the problems of the brand.

A company's brand manager privately confessed: "we also know that there are many deficiencies in the existing sports shoes."

The shortage of terminal products has almost become the "dead hole" of all sports and private enterprises in China. To this point, we can see that most Chinese young people on the golf course are still foreign brands such as Nike and ADI.

Just as the Chinese brand PEAK invited Mutombo, Artest and Kidd stars to participate in activities in various cities in China last summer and this summer, wherever they went, they were all popular with fans.

It is undeniable that during this particular period, its brand promotion is successful. But at the scene of those active fans, especially professional basketball lovers, how many people will buy a pair of PEAK sneakers on their feet? Indeed, the appeal power of these stars is not the same as that of Kobe, James and other super stars, but the Chinese brand itself is not the most important reason for the lack of development and packaging of terminal products.

Of course, no one can deny that Chinese brands have become more and more aware of the serious problem. In recent years, they have begun to train their own designers and hire overseas designers to hire their products. The products have been imitated from the initial imitation to slowly inject their own brand personality, so that some of the brand's running shoes have already reached the American professional magazine "SLAM".

This time Anta dug up a star like Garnett, which is undoubtedly a great success for its brand itself. After all, Garnett is the first MVP player to win the championship in Chinese enterprises.

Many Garnett fans have indicated at the very first time that they will have a strong desire to buy Anta version of Garnett's boots.

But the negative side of the challenge is the challenge. If the brand doesn't get the market's approval from the end product launched by Garnett, it will also affect the brand reputation within the players.

Therefore, the signing of big stars for Chinese private enterprises is only a few seeds planted on the road of brand promotion, and it needs the nurturing of the day after tomorrow to grow into towering trees.

When a tree grows together, it will eventually become a green forest that can last for centuries.