Chinese Sports Enterprises Pursuing Yao Yi War

"250 million?

Do you really have so much? "

Novak can't believe this number. "It's much more than the total population of our country. It's amazing!"

When rocket Yao Ming encountered Yi Jianlian's super eye path such as NBA of the Bucks, who walked up?

NBA is always so considerate.

When Yi Jianlian joined the bucks in fifth games with sixth shows, he discharged the gold schedule of China's time Saturday, allowing Yao Ming's rockets to compete with Yi Jianlian's bucks in the "YY war".

"From the point of view of NBA, Stern sees the ball game as a TV product, and they will carefully consider every race schedule that may have eyeballs, just like the Spring Festival souvenir of domestic enterprises."

CEO Zhang Qing, a key sports consultant who is responsible for the promotion of domestic CBA, said.

Stern is president of NBA. It is in his hands that the influence of NBA alliance is everywhere in every corner of the world.

But the "YY war" only has an audience rating of up to 250 million.

Marketing "YY" in fact, represented by Anta domestic sporting goods enterprises have long been targeting Yao Yi war.

As early as the one or two months before the "YY war", Anta's contract with the rockets and Argentina forward Scola had already been discussed well, and Anta even signed a news contract with Francis half a month earlier.

Before the "YY war" competition in the United States, Anta announced the signing of Scola, and at the Yao Yi joint press conference after the end of the competition, Anta also released a news of strategic cooperation with the rocket.

"This time, the announcement is the highest."

Lai Shixian, chief operating officer of Anta, said that although Anta has not yet held more domestic PR promotion activities on signing Francis and Scola, Anta will not only launch a series of products, but also launch a joint marketing. For example, the sina sports competition storm channel will have Anta's brand advertising.

Four days before the "Yao Yi war", that is, in November 6th, Mr. Xu Jingnan, chairman of PEAK group and Mr. Tim Chen, chief executive of NBA China, made a high-profile appearance in Beijing, announcing that PEAK became the official market partner of NBA.

From the specific content of the contract, PEAK's brand activities will appear on the national NBA and NBA's official websites, and can participate in NBA's annual events and events around the world.

Under this agreement, PEAK will be able to use licensed NBA players to advertise and promote PEAK's brand and products with NBA's huge market and media resources in China.

Founder computer announced a partnership with the rocket the day before the "YY war". However, what surprised us is that Fang only signed a billboard for the rocket competition venue. Neither the media PR nor the advertising marketing had fully informed his client to take note of the latest action of founder.

This makes people feel a little "simple" way, and naturally can not maximize the value of marketing.

The Nike company, which specializes in sports marketing, was informed by the advertisement of "witnessing the moment of history" as early as Yi Jianlian's show was established. It fully captured the appeal of Yi Jianlian's new post-80s idol and communicated with the younger generation of fans.

On the contrary, some domestic non sporting goods companies, who also signed Yi Jianlian as spokesperson, did not even seize this opportunity to append any brand appeal and dissemination of any enterprise.

Zhang Qing, CBA's knowledge of race arrangements, revealed that although the level of CBA organization in China is still quite different from that of NBA, CBA has confirmed this week as a public welfare week for CBA on the international public welfare day of December 15th this year.

At that time, CBA teams will do some public welfare communication according to their circumstances and local conditions.

"The Rockets teammates around Yao Ming are basically signed by Chinese companies as long as they are not playing badly.

In addition to TMAC's high price and its own sponsorship brand, Lining signed Hayes first, and PEAK signed Battier. Then Anta took the new Francis and Scola all over the team this year.

According to Zhang Qing, the sports marketing consciousness of domestic sporting goods enterprises is obviously more adequate.

At the annual CCTV annual advertising bidding conference, we can see the detailed offer and dissemination plan for the golden spread time, such as Spring Festival Gala, news broadcast and Olympic Games every year, but at the same time, at least there is no advertising plan for "YY war".

Imagine if there is a billboard of domestic enterprises on the "YY war" site on the NBA side, where CCTV5 plays the latest advertisements, what kind of brand communication effect will it be?

"After that, Scola wore Lining suits and Anta shoes."

When Lai Shixian talked about this, he could not help laughing.