Shoe Enterprise Lining PEAK Gamble Gambling NBA New Star Intention?

October 12th, industry sources said.

Several major sporting goods brands in China are competing internationally.

Guests of this session:

Guo Hanyao, President of Kyushu counterparts Management Consulting Co., Ltd.

Media relations manager, Hou Lidong PEAK (China) Co., Ltd.

Liang Jiesheng news and public relations department

International connection

Reporter: a few days ago, Lining signed the NBA list of Evan Turner in 2010 to fight for the international market.

Unlike the previous domestic brands who signed up for air stars, Evan Turner is a newcomer who is widely valued by basketball players. Lining's move is also considered by the industry as a "historic contract". How do we view this event?

Guo Hanyao: for domestic development brands, their marketing strategies tend to be conservative before they employ "dusk" stars. The most important intention is to have "please" spokesmen. They can use the NBA tournament's professional image and status in the basketball field to lift their own brands. Even if NBA stars are out of breath, the influence of NBA still exists.

Nowadays, with the rapid development of a number of domestic brands such as Lining and Anta, with the improvement of brand height, consumers' expectations for brands have also risen.

In order to meet the changing needs of consumers, Lining had to seek new "change". "MAKE THE CHANGE" is the most appropriate interpretation of Lining's signing Turner, and of course is a heavy move to internationalize Lining brand after remolding.

Evan Turner is the first rookie player who signed the Lining brand after entering the US market. The unlimited possibilities of his career have brought Lining's brand of business change. As Lining basketball strategy director Brian Cupps said, "adding a talented young man like Evan Turner to endorse, this is the message that Lining brand conveys to the global basketball circle. Lining basketball will be committed to the global stage."

Liang Jiesheng: for domestic sports brands, this is a breakthrough.

It has changed the situation that domestic brands used to have only two or three star resources or downhill resources of the first class stars, which is the promotion of spokesperson's quality and strategy.

For international top brands, this is a signal.

It shows that domestic brands are beginning to challenge international brands. NBA and even the most potential high-quality resources in other fields are being monopolized.

For the Lining brand itself, this is a kind of confidence.

After years of development, the company has strength, including professional technology in the field of basketball and international top brands. This is also a breakthrough in its marketing strategy.

Of course, it is also a pressure and challenge for other domestic brands, especially PEAK, which focuses on basketball.

Expanding NBA resources

Jinjiang Economic Daily: according to relevant sources, PEAK, another sporting goods giant in China, will also launch a heavy blow and formally announce the signing of the Rockets rookie Patrick Patterson.

It is reported that the two sides signed a multi-year contract, and in the future Paterson will wear PEAK boots to fight NBA.

Where is the purpose of signing a new star?

Guo Hanyao: NBA is a huge machine with very mature market operation. It contains unlimited business opportunities. There is no reason not to think about it and try it for the domestic sports brand that is rising and committed to the international market.

It is reported that the current PEAK company has 12 NBA players, including former Rockets players Ron Artest and Karl Landry, and now Houston players Battier and lorry are also PEAK's signing stars. Paterson's joining also means that the number of NBA players in PEAK has risen to 13, creating a new record that rivals can not match.

It also marks the closer cooperation between PEAK and NBA and deepened the emotional connection between NBA and Chinese fans.

Based on NBA and its deep tillage, it marks a great leap forward in the course of China's sports brand going into the world. It is also a historical witness of Sino Foreign Basketball Culture Exchange and integration, providing a good opportunity for China's commercial culture to take up the world stage.

Hou Lidong: NBA internationalization will be PEAK's unswerving brand line. We are looking at the influence and coverage of NBA stars wearing PEAK boots.

As a basketball match, NBA has no doubt that it has super influence and professionalism.

We choose some potential stars to make sports equipment for them. The starting point is that they hope to serve them from the professional perspective of basketball so as to enhance the brand height of PEAK in terms of basketball attributes.

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Try "new" to facilitate interaction

Jinjiang Economic Daily: it is undeniable that the signing of the new star is also a bet. How do we see the marketing advantages and disadvantages of "Twilight star" and "new star"? If the new star is signed, how can enterprises create brand and Nova closely related?

Liang Jiesheng: the use of "dusk" Star Marketing, of course, will not have much risk, but after all, it has gone downhill, and it lacks enough stamina for marketing. In addition, consumers' memory and deep impression on the stars are likely to be more famous for their fame and peak and the brand behind them.

On the contrary, marketing "nova" is different, which is like Liu Xiang who signed the first prize before NIKE, which is the meaning of "first".

Of course, the "new star" is only a potential stock. It is unknown and has great risks. But it can not stop because of risks. After all, there are many cases of growing brands and growing stars joining hands. Especially in the effort to build an international brand, we should break through and try new marketing strategies and techniques.

With the resources, the more important thing is to go to the floor, pass the brand idea to the public through the new star's vividness, arouse consumers' emotional resonance, enhance brand loyalty, and do well in marketing promotion, and strongly push the terminal sales.

Guo Hanyao: signing itself is a marketing action. Through such an event, it can attract a lot of eyeballs. By signing a new person, it not only meets the needs of consumers' innovation and change, but also caters to the current consumption psychology of grassroots. In the expectation of fans, the brand spokesperson grows up gradually, and the three brands, consumers and newcomers grow together in interaction.

This is part of interactive marketing.

Even Coca-Cola, a centennial brand, has been developing new faces in the process of development.

Although the brand signed a new rookie, the risk is bigger, but for the already mature Chinese brand, Lining, Anta or PEAK, a spokesperson in the district can not shake their brand image or foundation.

On the contrary, most big brands do not want to be too dull. They want to have a youthful flavor and be active in the contemporary youth consumer groups.

Young brand has become an urgent consideration for the domestic sporting goods brand.

Hou Lidong: PEAK has always been more inclined to choose NBA nova. Of course, this is not without risk. We can predict the future performance and future development of a professional team through a professional team to reduce the risk of avoiding brand endorsement.

For example, we signed Battier, he and PEAK cooperation is also a virgin cooperation, and PEAK and his interaction should be said to be very successful, Battier passed on some of the characteristics just to express the spirit of PEAK brand attributes.

In fact, in the PEAK NBA lineup, the characteristics of each player can always coincide with the brand attribute of PEAK.

The biggest advantage of signing NBA rookie is to be able to closely connect his performance, spirit and essence with the unique athlete spirit and gene of this brand on a blank sheet of paper, so as to deepen the connection between brand and consumer communication.