Deconstruction Of Yao Ming'S 6 Commercial Layout

NBA

A total of 2 billion yuan was earned, and the players' salaries accounted for only 29% of them.

Investment projects cover websites,

Age: 31 years old height: 226cm behind the market: China 300 million basketball population

Operation team: Yao Zhi team (head of charge: Yao Ming's relative Zhang Mingji; Member: American agent Bill Duffy, business promotion John Heging, Chinese agent Lu Hao, lawyer Wang Xiaopeng)

Total business income: $224 million (Yao Ming's total salary in NBA9 season is $94 million).

"During the Olympic Games, my image will be greatly improved because I am very confident in my image."

When asked about his marriage with Coca-Cola, Yao Ming's confidence was fully displayed.

In July 18, 2011, there was only two days left for Yao Ming to announce his retirement news conference.

Yao's team is preparing for the conference. Rockets general manager Darryl Moller has just been allowed to attend the conference by NBA. Yao Ming is busy with his leisure activities, and he is visiting the Bund three with his national team mate Yi Jianlian.

At this time, probably not many people are concerned about, IT website DoNews revealed that just completed a $10 million acquisition of the whale music network will seek to be listed on the Nasdaq, once the whale successfully listed, as the initial investor of this website, Yao Ming's "money scene" is quite optimistic.

As the largest export commodity in China, Yao Ming is destined to be labeled as a business.

From the opening of the Houston Yao restaurant in 2005, Yao Ming and Yao team have woven a large scale business network.

For 8 consecutive years, Forbes occupied the top list of Chinese celebrity income rankings. The prospect of Yao Ming's commercial war will become the focus of attention for a long time in the future.

According to the data, Yao Ming's total salary for NBA is $94 million, of which the first four year's rookie contract is 18 million dollars. In January 2005, Yao Ming signed the first contract with the rocket for the first time, and the two sides signed a big contract of 76 million years in 5 years.

After entering the NBA, Yao Ming signed more than ten advertising contracts, including apple computer, VISA credit card, China Unicom, Pepsi Cola, McDonald's and so on. The average annual advertising revenue exceeds 20 million dollars, with a total value of more than 150 million dollars.

According to data released by Forbes, Yao Ming has accumulated more than 2 billion yuan in 9 years.

According to statistics of Hurun rich list in 2010, Yao Ming's figure has even reached 1 billion US dollars.

"First pot of gold" Yao Restaurant

It didn't cost 1 cents.

For the symbol of the starting point of Yao Ming's business track, the industry generally considered the opening of the Yao restaurant in 2005.

The trial opened in February 20, 2005 and officially opened in May 21st. The most popular high-end dining street in Xicheng District, Houston, is 9755 westweill street. The Yao restaurant is a joint venture between Yao Ming's parents and her teammates, Wang dash, Kong Qingling, and Fu Jilin, the owner of 4 Chinese restaurants in Houston.

Although the outside world gives Yao restaurant a special significance, one unavoidable fact is that Yao Ming himself did not pay 1 cents for the restaurant which invested a total of 1 million 500 thousand dollars. He only authorized his name. Yao Ming himself even said: "the restaurant has nothing to do with me." Yao "is also my father's" Yao ".

When it comes to Yao Ming's attempt to put aside the relationship with Yao's restaurant, a person around Yao Ming has privately analyzed that because Chinese restaurants are not the mainstream industry in the United States, opening this restaurant will be difficult to promote the image of Yao Ming. Since entering NBA in 2002, Yao Ming's endorsement of Unicom, Reebok and Apple computers are all mainstream and strong companies.

Of course, from the actual effect, Yao restaurant's business has achieved some success.

The "Yao mummy wonton", priced at $5.95, was once marvelous. There were also Yao's wife's wonton, Yao Taitai's private food, Mrs. Yao's private soup, chicken stewed mushrooms, Yao's mother's own braised pork wings, sweet and sour pork chops, and shrimp dumplings.

"I only cook meals for my son and cook for restaurants.

How much time and energy do you have?

Later, Yao Ming's mother, Fang Fengdi, himself refuted the rumor.

The income and expenses of Yao restaurant is unknown.

However, it is certain that the restaurant is still earning its place in the restaurant industry where the profit is not high (up to 20%).

Last year, Yao restaurant opened its first branch at the intersection of Finney street and Dallas street in Houston commercial center, and the investment scale expanded from $1 million 500 thousand to $2 million.

I wonder if it was coincidence that Yao's restaurant opened in 2005, which is a small peak of Yao Ming's personal career.

In 2004, when the Athens Olympic Games almost brought the Chinese men's basketball team to the top eight by one person, Yao Ming also signed a contract extension with the Rockets one year ahead of schedule in 2005, and a contract of 5 years and 76 million dollars, which allowed Yao Ming to jump directly into the NBA top line.

After the 2005-2006 season, Yao Ming averaged 22.3 points and 10.2 rebounds, which is the only season Yao Ming has ever won "20+10+".

"Stock god"

Actually, I haven't made any money yet.

China Unicom, Reebok, Gatorade, McDonald's, Apple Computer...

In a series of commercial endorsement ads by Yao Ming, "I swim" GPS navigator is a very strange name, and chose to endorse the product, according to Yao Ming's own words, at that time, his car BMW745 was equipped with GPS system.

For Yao Ming, a stranger in a strange land, navigation system is a necessity. "I value highly practical things."

"I travel" GPS navigator is the company's products, the company is the United States Garmin (Jia Ming) company's agent in China.

When Jiaming wanted to promote the global strategy and find the global spokesperson, Yao Ming was considered the best candidate. The two sides signed the endorsement contract in April 2005.

After the expiration of the two sides' contracts in 2007, Guo Xinping, the chairman of the United Board of thought, signed Yao Ming as the spokesman for all the people.

That is, at the end of the year, Guo Xinping pferred his 0.75% stake (375 thousand shares) to Yao Ming. After that, he changed his mind to become a joint-stock company, and Yao Ming's 0.75% shareholding was expanded to 675 thousand shares.

For the details of cooperation between Yao Ming and the United States, there are several versions of the spread, "empty handed White Wolf" is the first impression of the outside world, but this argument was first denied by the company, "Yao Ming is completely buying shares in the form of shares."

Zhang Mingji, who is also responsible for Yao's team, would not elaborate. "This is Yao Ming's personal investment. It's not related to endorsement. They are independent."

Another argument comes from Yao Ming's friends. "Yao Ming himself did not pay money. Some conditions in the commercial cooperation between the two sides are equal to equity."

In April 2, 2010, the United States strong listing in A shares, the issue price of 32.21 yuan, in the "Yao Ming stock" concept subject matter, the stock price has soared to more than 100 yuan, which means that Yao Ming shares of assets once amounted to about 80 million yuan.

For a while, Yao Ming was named "share God" because of his unique investment vision.

However, the so-called 80 million yuan, for Yao Ming, only digital significance.

Because according to the equity agreement signed by both parties, Yao Ming can not pfer shares in three years.

Later, as many people expected, the strong trend towards value reunification, after several sharp falls, closed yesterday at a price of 33.08 yuan, which means that Yao Ming's share assets had shrunk to about 20 million yuan.

Even if Yao Ming has invested in other two tier stock markets, whether he can achieve profits in the down market in recent years, he still needs to issue a question mark. The so-called "stock god" is still a mystery.

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Investing in Shanghai men's basketball team

The first season lost 20 million

Shopping malls, such as battlefields, for Yao Ming, who was originally involved in the field, though Yao Ming was still managed by a relatively professional Yao team, he still couldn't get away from losing money completely.

The gymnasium and hotel industry he invested was labeled "loss" by the outside world.

After the acquisition of Shanghai men's basketball team, the annual return on huge investments will also be accompanied by Yao Ming for a long time in the future.

In the summer of 2007, Yao Ming joined hands with the "California fitness agency", the largest private fitness institution in the United States, and opened the California fitness Yao Ming club in Beijing world trade scale.

On the first day of the opening ceremony, Jackie Chan, the movie star, came to join us.

The club, which covers an area of 3600 square meters, has a total investment of 32 million yuan and is in a state of loss. Last year, the gym said, "Yao Ming has only been the spokesperson of the shop, but the cooperation will be over after a year."

In 2008, media reports said the name of the four star hotel named "sunflower" in Tongzhou, Beijing was Yao Ming's father Yao Zhiyuan.

In August 2008, when the hotel opened, it was reported that the hotel was not in good condition.

Some analysts have pointed out that although the fitness industry and hotels may only involve Yao Ming's intangible assets, the state of loss will still make Yao Ming realize the cruelty of business war.

Of course, for Yao Ming, the most important thing to consider and solve now is the return of huge investment after the acquisition of Shanghai men's basketball team.

In 2009, Yao Ming bought all the shares of the Shanghai East shark men's basketball club with a loss of 96 million yuan, and took over all debts. Each year, he invested 30 million yuan in running the club.

After the end of the 2009-2010CBA season, Yao's team released the relevant data, losing about 20 million yuan in the first year.

In the 2010-2011 season just ended, due to the decline of Shanghai men's basketball team's performance, it can be expected that the loss will not be lower than the first season.

In fact, many people are puzzled by Yao Ming's acquisition of Shanghai men's basketball team. Yao's team also makes an assessment. This investment is too risky, but Yao Ming has chosen adventure for his deep feelings. Yu Jiaxing explains that "Yao Ming is still very emotional. He used to see Kangxi Dynasty. There was a saying in his sentence that" those who have made great achievements from past to present must not be confused by their feelings. "

Business investment or crossing

Gigantic whale music network seeks listing

The stock market investment can not be short-term cash, fitness and hotel industry is in a state of loss. Shanghai men's basketball team is also a long-term investment project that costs money.

What is the excitement of this business empire network woven by Yao Ming and Yao team?

Perhaps, as Yao Ming himself said at yesterday's press conference, a door was closed and another door opened.

Two days before the retirement conference, IT website DoNews revealed that Yao Ming's investment whale music network will seek to be listed on NASDAQ in the US.

Once the successful listing, Yao Ming's "money scene" will become optimistic.

Yao Ming is the initial investor of gigantic whale music network. CEO, Chen Ge, who knew the team leader of Yao's team in 2003 through his own schoolmate, Zhang Mingji, when he was founded in 2005, Zhang Mingji and Chen Ge settled the cooperation agreement in Shenzhen with just one meal. Yao Ming and Zhang Mingji jointly invested 3 million US dollars as the starting capital.

Gigantic whale music network is the largest genuine music website in China, which was launched in March 2006.

The giant whale music network has launched a million free auditions and downloads of genuine music in collaboration with record companies around the world.

In 2008, Google China spent $7 million to launch Google music products with giant whales.

"Yao Ming is tall and can see far. When many people think that the original version is no good, Yao Ming insists that there is a genuine play."

Chen Ge humorously expressed his admiration for Yao Ming.

Last June, the whale music network officially received second investment from Google and Yao Ming for millions of dollars.

Since then, the whale has bought "one listen to music" for $10 million, becoming the largest online music company in China.

"Before the Yao restaurant, Yao Ming himself did not participate in the operation, the situation of the whale music network will be different."

Zhang Mingji's remarks are enough to show that the Whale will become the turning point of Yao Ming's commercial layout.

Yao Ming himself said he started to set foot in the website five or six years ago. He even went to some related courses for the website. "I am a novice and will start from scratch."

Yao Ming's 5 largest commercial area

CCTV related advertising 10 years total revenue 800 million U.S. dollars

In November 13, 2007, the classic Yao Yi war attracted a total of 250 million Chinese watching and created a record of China's ratings.

It also brings a steady stream of advertisers to CCTV5 and up to 51 local TV stations.

Conservatively estimated that the NBA live broadcast brought at least $1 billion 500 million to these stations.

Excluding NBA's split in the middle, China's TV station has gained about 800 million dollars.

NBA China's total revenue in the past 10 years is US $1 billion 200 million.

According to Guo Jie, chairman of wardays sports management group, since 2002, NBA has earned $1 billion 200 million in the Chinese market through commercial sponsorship, television distribution, product licensing sales, player brokers, video production and venue consultation, with an average annual revenue of over $130 million in the Chinese market.

Scale of China's sporting goods market

In 2010, it amounted to 16 billion 400 million dollars.

Before Yao Ming entered the NBA, China's sports market was entering the consolidation stage. The largest sales volume of Li Ningnian was only 130 million dollars. Nike, the world's best seller, was not recognized in China.

But after Yao Ming entered the NBA, Nike, Adidas, Puma and so on, as well as "internationalization" flaunt their Chinese brand, also usher in the 10 year of the outbreak.

Nike's sales in China have increased 20 times, and Lining's income has increased 10 times.

China brand of TOYOTA center at rocket Stadium

Anta, Founder Technology, Hongxing Erke, Agricultural Bank of China, PEAK, seven wolves, China Petroleum and Yili.

Chinese brand spokesperson from NBA

Anta: Scola and so on 3 people; Jordan: Hayes 1; Lining: O'neal and so on 5 people; PEAK: Artest and so on 15 people.