Brand Marriages NBA Star &Nbsp; Marketing Effect Activates Shoe Companies.

Scola has come. Kobe The front foot just left. Yesterday, the two wolves' two monster Loew came again. For a long time, three NBA active stars visited Nanjing to endorse the brand sports shoes. According to incomplete statistics, more than 20 NBA stars have come to China this summer, which is almost the sum of all the Chinese stars in the first 10 years. Why in an instant, NBA Ball-game star We are against China. market The "gold rush" attitude from the "penalty basket" calm mutation to the "slam dunk" fanaticism? The reason is very simple, that is, "you" in the hands of banknotes.

　 Qian Hao Cheng

Big players compete to sell shoes.

Scola came to sell Anta, Kobe came to sell Nike, and wolves' "two monster" Loew sold PEAK, the three of them were different in price.

From seven years ago, the Chinese basketball player Jordan visited China, and then to the traditional Chinese star show in the summer in recent years. The opportunity for Chinese fans to interact with NBA stars is no longer the same as NBA. To arouse the strong reaction of domestic fans, from the first few stars in the early years to the superstars of Kobe, James and Wade. For millions of Chinese NBA fans, the summer of 2011 is a busy summer. For Chinese enterprises, this is also a busy summer, because more than half of the NBA stars in China come to help Chinese enterprises sell shoes. Although the endorsement of the stars is a trade secret, there are still insiders who say: "some people, the endorsement fee is too high to be imagined."

Kobe worked like a man and traveled thousands of miles across the sea. Everyone looks at each other. What's different is that you look at his muscles. He looks at your wallet. What you focus on is his influence. What he focuses on is your purchasing power. Each takes what he needs. At the moment of mutual consideration, basketball seems to be a football and trampled underfoot. According to press reports, this year, the three major brands of sports shoes manufacturers signing up for players in summer are Nike, PEAK and Lining.

　 Good result

Star "show face" to activate shoes enterprises

The reason why the NBA star has been blowout in China this year is that this hot land breeds great business opportunities. Under the background of the economic crisis, the purchasing power of the United States has inevitably been slippery, and businesses have seen the feasibility of strategic transfer in the eyes of Chinese teenagers.

"Blowout" this summer is largely due to the enthusiastic participation of local enterprises such as PEAK and Lining. Insiders say. Counting more than 20 stars coming to China, PEAK's 7 stars and Lining's 3 stars have come to almost half of the total number of stars in China. Relying on the marriage with NBA stars, the local enterprises that know the truth later have the first come achievement.

An insider told reporters that before the marriage with NBA stars in 2005, the old business PEAK almost drowned in the encirclement of many sports brands, and the sales volume was less than 1/10 of Li Ning Co. Xu Zhihua, general manager of PEAK group, told reporters yesterday that in the 6 years of NBA Dongfeng, PEAK's sales grew by an average annual rate of over 80%, far exceeding that of other competitors.

　 Tired eyes

Too much, and numb.

There is a common saying that it is strange to see a strange person; it is a kind of feeling called aesthetic fatigue. When NBA stars come to your eyes to become normal, when you live in cities constantly see their Hawking shoes figure, are you numb?

There is no doubt that NBA has many fans in China. When these players can only be seen on TV in real time, Chinese fans have reason to be happy. But after a series of "lightning marketing", the NBA stars have bombed your visual nerve by riding a lantern. Who else will not be numb?

In August 2001, when Kobe came to China, it was nothing new for the legendary characters that could only be seen on television, whether they were fans or the media. Today, the appeal of NBA players to China has not shrunk, but it is difficult to recreate the scene of the popularity of the star.

Why? First of all, of course, these stars are too busy to participate in business activities. No matter what the name is, they will come out and show their loyalty. Secondly, excessive commercial "squeezing" has inevitably generated disgust among fans. Finally, of course, Chinese fans are seeing more and more of the world. It has been hard to attract more eyeballs because of the constant popularity of this star promotion mode. After tired of the strong commercial atmosphere of NBA players, Chinese fans no longer follow blindly. This is also a great progress for us.