Superstar Endorsement Mining Business Value Into Sports Goods Hidden Rules

Track ahead Peak Nike and other footwear brands compete for the commercial value of Jeremy Lin's endorsement, which is actually related to the sports industry. Sports industry is a pillar industry in economically developed countries. In North America, Western Europe and Japan, the annual output value of sports industry ranks among the ten major industries in China. Although the history of sports industrialization is less than a hundred years, its development speed is much faster than that of other industries. The annual growth rate of sports industry is 20%. At present, the output value of sports industry in the world is around 400 billion dollars.

Compared with the developed sports industry in Europe and the United States, China's sports industry is very weak, and its output value accounts for less than 1% of GDP, which is nearly 10 times that of developed countries in Europe and the United States. In mid February, Liu Peng, director general of the State General Administration of sports, published the article on "strengthening sports culture construction" in "seeking truth" magazine. It pointed out that we should strive to establish the concept of "big sports culture", and fully carry forward and develop the rich cultural value and cultural function contained in various fields of sports work. After the article was published, Huatai Securities issued a deep research report that the sports industry will become an open-pit gold mine in the era of low carbon economy.

Looking back at Chinese football, the "Super League" has a "bottoming out" trend in recent years after a few years of gloomy. According to the Oriental Sports Daily, with Shenhua's successful introduction of French superstar Anelka, former Barcelona midfielder Rochembac, former Belgrade Red Star shooter, C Ruud Boris, former West Liga Lai Wan's main defender Nano, and others have landed in China, and this season has surpassed any previous season in terms of attention and foreign aid itself.

　　 SuperStar The arrival of television also brought great commercial value. French television bought the TV relay rights of Anelka's first Super League game at the price of 350 thousand euros. After 3 years, CCTV decided to rebroadcast the "Super League". Therefore, the attention of this year's Super League is likely to exceed expectations. For the sports industry that decides the value of "eyeballs", the commercial value of this year's Super League is likely to be underestimated. "China super" is likely to become the "Jeremy Lin" before the outbreak of China's sports industry.

For China super, its commercial value It is mainly reflected in advertising and broadcasting rights. On the official website of sina, its partners include Wanda Plaza, Harbin beer, Shanghai Wen Guang news group, Shandong temporary works, Lehman photoelectric sina sports and so on. In terms of advertising, Lehman Optoelectronics (300162) reached an agreement with China Super League last October. Lehman optoelectronics has become the sole partner of LED equipment manufacturing in the Super League. It has won 12 minutes of LED advertising resources in 12 games per game in the Super League. After the announcement of the agreement, there was a great stir, and it was questioned that the company was "spanmitting interest" to Lehman optoelectronics. However, from the process of signing the agreement, it is more likely that the Chinese super company underestimated its commercial value.