Domestic Shoe Companies Target The High-End NBA Market In The World

On November 11th, the US media HOOPSHYPE reported that among the 12 top brand shoes used by NBA players, Nike It's the most popular brand of players, China's three largest sneakers. brand PEAK, Lining and Anta It's already in the top ten. Among them, Nike ranked first, with 193 NBA players using it. The second place is the European brand Adidas, which has 66 players. The third place is Jordan, who has 12 stars. Chinese brand PEAK ranks sixth, and eight players use PEAK brand. Lining is in seventh place and has five players. Anta is in the eighth place with three players.

From the above figures alone, though China has three brands entering the top ten of the NBA market, its achievements are still very different from those of Nike and Adidas. At present, ADI and Nike have made great achievements in sports events, star resources integration and brand building, and the annual R & D expenditure has accounted for a considerable part of the income. Historical information shows that in 1983, the annual sales volume of Nike was $270 million, and the R & D investment of this year was US $45 million, accounting for 17% of the total revenue. Domestic enterprises have invested little in this area. Nowadays, domestic shoe enterprises are no longer satisfied with the popularity in the domestic market and begin to target the high-end NBA market in the world.

Making NBA the keyword of PEAK

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. Hou Lidong, media relations manager of PEAK (China) Limited, said.

And in order to enable NBA to integrate with PEAK brand deeply, during the NBA star's visit to China, PEAK also regularly issued some major strategic decisions and product launches, hoping to seize the attention of the media and the core consumer groups with the help of the NBA star's reputation, to maximize the spread of PEAK's brand, and firmly grasp the core audience's attention to PEAK's brand and products. In order to strengthen the connection between PEAK and NBA, and prevent competitors from taking advantage of them, so as to bring about the melee scenes in the domestic sports endorsement market, Xu Zhihua's strategy is to strengthen the cooperation with the NBA authorities at the same time, and not hesitate to sign large scale NBA stars in the blood. We hope to use the influence of the stars to maximize the PEAK's NBA color.

It is precisely because of the effective marketing of PEAK in NBA and basketball field that we can see a proud achievement of a Chinese national brand in the fierce market competition. In 2009, PEAK's annual turnover increased by 51.6%, and successfully entered the forefront of the industry. Relying on the achievements and social contributions made under the "internationalization and specialization" strategy, and finally successfully listing at the HKEx, it took an important step from resource internationalization, market internationalization to capital internationalization.

Anta promotes investment

As the leading sporting goods brand in China, Anta has been greatly expanding its international influence. Luis Scola, one of the Rockets' core players, is one of its spokesmen. Today, Kevin Garnetna, a world-class basketball player, is also a major breakthrough in the field of basketball in Anta. According to introducing, this will further enhance the influence of Anta in basketball field, and arouse more people's inner basketball enthusiasm.

At the beginning of 2010, Anta announced the annual report of the 2009 fiscal year, and also revealed the trend of advertising and publicity investment. The announcement pointed out that in fiscal year 2009, the ratio of advertising and publicity expenses to business volume decreased by 1.1 percentage points. Anta's advertising and publicity expenses in 2009 still reached a sizeable 746 million, according to its 5 billion 800 million yuan turnover in the 2009 earnings report. In 2009, when domestic sports brands got together to invite international sports stars, the advertising and marketing expenses of Anta declined year by year. The company said it was reserved for more 2010 sponsorship fees. So according to Anta's advertising promotion plan in 2010, the promotion fee in 2010 will be even more expensive. {page_break}

Not only is Anta's huge investment in advertising and marketing costs, but also the investment of Lining, PEAK and other companies, which are domestic sports brands, can also be huge investments. In fact, PEAK, who has also taken the NBA route, has increased its investment in advertising and marketing since its listing in Hongkong in late September. Its advertising and promotion expenses accounted for the percentage of revenue in recent years. It also increased year by year, from 6% in 2006 to 11.3% in 2009. In the last quarter of 2009, PEAK's investment in media advertising, brand promotion and marketing activities reached 116 million 200 thousand yuan. Behind the huge investment is 9 active NBA stars including Artest, Kidd and Battier, who endorse the brand.

"What determines basketball stars is brand influence. The development of sports brands in China basically lasted for about 10 years. Why does the vice president of del Hui pointed out that sports brand is a fast developing industry. "Compared with internationally renowned sports brands, there is still a certain gap between domestic brands and Nike and ADI in terms of brand accumulation."

"First of all, in terms of the size of the enterprise, the NBA players are not too big, and the cost can still be borne. The added value of the brand in the future is supported by the gold content of the brand, which is also an important investment behavior on the brand. Marketing expert Li Zhiqi agreed with the practice of domestic sports brands signing up NBA stars with huge sums of money.

International competitiveness should not be limited to the domestic market share, but also to the international market share and popularity. Frankly speaking, the breadth and depth of our famous brands in the international high-end market is not enough, and the products lack core competitiveness. Adidas and Nike have absolute right to speak in sports such as basketball, football, track and field. In terms of technology, technology and product quality, there is no difference between domestic famous brands and international top brands. The gap is still in R & D and marketing.