Quanzhou Shoe Companies Look For Event Resources Everywhere

In recent years, many major international sporting events have been staged with brilliant performances.

As a sponsor, sporting goods companies have made a lot of attention.

However, in the coming 2013, it is a "sports year" without the Olympic Games, the Asian Games and the world cup. This is a big problem for Quanzhou shoe companies, which are accustomed to the marketing of sports events.

If you don't have a good year, you have to find something to do.

Reporters learned that in order to meet the arrival of the "sports year", Quanzhou shoe enterprises have already found suitable resources for their matches in advance, or are looking for them everywhere.

Among them, NBA and CBA are the most popular.

Signing an American college student delegation

At the London Olympic Games a few months ago,

The Olympic delegation sponsored by 7 countries in Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus won a total of 7 gold, 5 silver and 7 bronze. PEAK's award dress has therefore been on the London Olympic stage for 19 times, creating an alternative "Olympic record".

PEAK, who played a beautiful battle in the Olympic Games, did not stop. As the earliest and deepest sports brand in China, NBA is still the main battlefield for PEAK to invest heavily in the event sponsorship arena on the coming year.

Just last month, PEAK signed an American college sports delegation and Quanzhou's only NBA team, the Toronto raptors, at the same time as the official designated sporting goods partner of the Raptors.

Raptors are PEAK's fourth NBA teams signed after Houston rockets, Broolyn nets and Miami heat.

According to PEAK CEO Xu Zhihua, these two contracts will further enrich their marketing resources in North America, and promote the strategic layout and market expansion of the brand in the North American region. Among them, signing the Toronto Raptors is expected to make new achievements in the Canadian market.

In fact, PEAK's signing of the US student sports delegation can better reflect its ambition in the North American market.

The US delegation has always been the focus of the past World University Games.

The United States is the world's top sports power and university sports power. According to the development mode of American professional sports, most of the top athletes of many top level teams are selected from universities. PEAK is aiming at the young people's group in the strategic direction, aiming to produce far more brand influence.

"Like the Chinese market, young people in the United States will see what brands their favorite stars and teams wear and then follow them."

Xu Siyan, the representative of the United States University Sports Federation, said that the members of the American college sports delegation are the elites selected from various universities in the United States. They are all the stars of the school and a large group of fans behind them. This will be a potential consumer of PEAK.

Cooperation with basketball legend

NBA is not a big brand patent.

Due to the more attention paid to NBA in the "sports year", some small and medium-sized brands have also looked at this opportunity, hoping to enhance the brand image and influence in a short period by grafting NBA stars.

Almost at the same time when PEAK signed the Toronto raptors, Fujian Iverson Brand Marketing Co., Ltd. announced the signing of Allen Iverson, the legendary NBA Allen.

Alan Everson is the legendary figure of the professional basketball league in the United States and the leader of the NBA 96 gold generation. Since joining the world's top basketball league as a draft champion, Iverson has won the NBA scoring Wang, a NBA regular season MVP four times, many times in the NBA All-Star starring lineup and two times in the all star game MVP, and has also been selected for the best NBA season.

Iverson has created countless classics and achieved brilliant achievements in the top league such as the giant, such as Lin, with an extraordinary style and stubborn fighting spirit and 1.83 meters of thin and weak figure. It has also affected the whole generation of basketball fans in China and even the whole world.

Lin Zedong, general manager of Fujian Iverson Brand Marketing Co., Ltd., said: "the Iverson brand of Fujian has been focused on the series of Chinese youth basketball life, and the newly built" Iverson tide basket living hall ", which can provide one-stop basketball and life services for young people.

As a new brand and new image, cooperation with Alan Everson will bring Fujian Iverson's influence in China's basketball equipment market.

With Yao Ming's former teammate Maddie successfully participating in the CBA League in China, Iverson is also rumoured to be joining the CBA League in China.

Iverson himself told reporters in an interview with the Morning Post reporter that he came to China and felt the enthusiasm and respect of the fans. He hoped to play in CBA in the future.

In the future, whether Iverson is successful in joining CBA or not, for the Fujian Iverson company, the stir up of this topic has long fired the brand first shot for its development in the Chinese market.

Due to the controversy between another sports brand named Jordan sports and NBA star in the same city, Fujian Iverson company has successfully joined hands with the star Iverson, causing great concern from the domestic counterparts.

"To play in CBA, this is the reason why I like to come to China.

Through six months of contact and inspection, we recognize the brand concept and future direction of Fujian Iverson. The brand of Fujian Fujian is just as tailored for me.

Through cooperation, I can help Fujian Iverson brand enhance brand influence. In turn, the Fujian brand of Fujian will also become my own trademark.

It is also one of my dreams to create basketball equipment that is worth more than anything else.

He said, "if the Fujian brand of Iverson had made use of my influence before, now, I also want to realize my dream with the help of their team and professional strength. This is the reason and starting point of cooperation."

Saving capital and calling for international brand names

In recent years, the largest investment in NBA resources is undoubtedly the strength of domestic sporting goods brand Lining.

Last month, NBA heat guard Wade released a photo of his new shoes on his personal website. In the photo, Wade tagged the number "1010".

The two Arabia figures mean October 10th, the day when Wade signed a contract with Lining.

As the winner of the two NBA championship, Wade has been wearing CONVERSE shoes for the first 6 seasons of her career, and has been switching to Nike's Air Jordan for the last three years.

In an interview with The Associated Press, Wade said he hopes to work with Li Ning Co to run through all the rest of his career.

It is reported that Lining's signing time with Wade is 10 years. For Wade, who has just entered the first year of his career, the 10 year contract relationship will always be accompanied by Wade until he retires.

According to the data disclosed by ESPN, the Li Ning Co can be called a high price. The 30 year old Wade not only signed 10 years with Lining, but also received $10 million a year, and may get some Li Ning Co shares.

The signing of Lining and Wade was considered "Crazy" by the industry.

According to Mr. Ye of the industry, for a thirty year old athlete, the signing fee of $100 million for 10 years is really too high.

"Lining shoes are originally cheaper in the market than Nike, but the shoes that are named by Wade are sold at the same price as Nike, which will be spent on the signing and promotion costs.

It is hard for us to say how long Wade will remain in the NBA arena, where the new stars are coming forth, let alone ten years.

Mr. Ye did not think it was a good deal.

Although the contracts between Wade and Kobe and Lebron James are basically at the same level, they are super contracts with an annual cost of about $10 million, but Wade signed a 10 year contract at the age of 30, plus stock awards, and the gold content was obviously higher.

A professional figure has calculated such an account. According to the ratio of sponsorship fee and Marketing Fee 1 to 3 to 1: 4, Lining's marketing budget for basketball alone is as high as 1 billion 300 million yuan per year.

In accordance with Lining's previous annual marketing budget to account for 13% to 14% of the total sales volume to push back, Lining needs at least 10 billion yuan a year to achieve sales target.

Go to war to burn money 2 billion

Whether the signing of Lining and Wade is worthwhile to wait for time to test, but at the moment Lining did not hesitate to spend 2 billion yuan on the cost of the original contract to sign CBA for 5 years, but it has attracted a lot of controversy.

Previously, the sponsor of CBA was Anta, the main rival of China. Lining's old position in the domestic market was surpassed by Anta in the past two years.

Therefore, from the hands of Anta to seize the CBA sponsorship, Lining's move is expected to restore the strategic needs of the immediate decline, and restore the emotional factors of CBA's title sponsorship.

It is reported that the CBA 5 years title sponsorship battle, not only the participation of Lining and Anta, and 361 degrees from Quanzhou, PEAK has joined the negotiations, and ultimately Lining spent huge sums of money to "win", so the industry has spread "competitors to drive up prices" argument.

Rumour has it that Wade also encountered competition from Anta in signing the contract with Lining.

Therefore, some people in the industry believe that Lining's bet on such a sky high price on Wade and CBA is related to the pressure from domestic rivals.

But in any case, this situation shows that CBA has also become an important battleground for sports brands to compete outside of NBA.

Recently, Maddie joined CBA, although its sponsor is Adidas, but according to the regulations, Maddie must cover up the brand LOGO, at least let Lining see the money spent on the knife edge, this is a bit of the first battle.

In fact, with the promotion of CBA's influence, both domestic and foreign brands are looking at the Chinese market. There are many articles that can be made by sports companies.

Maddie can play basketball smoothly in China, which is behind the sponsors Adidas's consideration of developing the Chinese market.

According to foreign media reports, Maddie signed a lifelong contract with sponsor Adidas. He had to reach a certain number of matches every season, and Adidas would have to pay him a lot of money.

Although Maddie has already passed the peak period, however, when he joined CBA, he came to China with a strong basketball atmosphere and many fans, and still attracted a lot of eyeballs, which Adidas wanted to get.

It can be expected that after Maddie, the trend of NBA stars joining CBA will not stop.