Chinese Sports Brand Lining'S "Wade'S Way"

China sports brand big brother

Recently, it has become the focus of the industry.

In October 12th, Zhong Yiqi, executive director and chief financial officer of the company, resigned; on the 15 day, Lining suspended the business; then, extraordinary China (08032) proposed a 25.23% stake in Lining, which was priced at 1 billion 359 million yuan.

In addition, not long ago, Lining announced the signing of Dwyane Wade, the new NBA Dwyane, and promoted the new brand "Wade's way", trying to rebuild the brand crisis of executives after leaving the office through the basketball star effect.

Rumor has it that Wade will receive dividends from Li Ning Co after signing the contract, while the 15 Lining stock suspension is related to the stock paction.

Focus on mainstream basketball

In October 10th, Li Ning Co and Wade jointly announced the establishment of a brand new sports shoes and clothing brand, the Wade brand. The brand new core signature product line was named "Wade's way". Wade will wear this professional style with NBA's signature style.

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On October 20th and 21, the "Wade way" special edition of China will be limited to sale in flagship stores in Beijing and Shanghai, and will be launched on the 22 online shopping mall worldwide.

In addition, "Wade's way" and other Wade products are also scheduled for release in the US in 2013.

Experts say that choosing basketball as a breakthrough is an important step for Lining to change his strategy and strive to break through.

Signing Wade shows that Lining has set the basketball market for its development goal after the comeback.

Lining himself said in an interview with the media that this signing is a brand new start for Lining's basketball industry.

Although Li Ning Co signed the CBA in June this year, the resource structure is not complete enough.

"The impact of sports on consumers depends largely on the attention and direct product gains brought by the star effect."

The signing of Wade further demonstrated Lining's determination to enter the basketball market.

Sky high marketing value is not worth it.

According to the insider, Li Ning Co has given Wade 10 year contract. The annual endorsement fee is as high as $10 million. Wade will also get a considerable share of the stock from Li Ning Co.

Li Ning Co's move has aroused controversy.

There is a view that Li Ning Co is gambling and taking drugs.

There is also a view that Li Ning Co is a return to sports and a good cure for Li Ning Co's current predicament.

Cheung Ching, chief consultant of sports consulting firm, said: "it's not easy for local brands to sign Wade.

"According to Wade's current physical condition, 3~5 years of basketball career is not a problem. Signing Wade is a good breakthrough for local brands."

Other experts say that as the 30 year old Wade will enter or enter the later stage of basketball career, it may not bring lasting brand effect to Lining basketball products.

In addition, in the operation of funds, there are also people in the industry who doubt whether Lining can afford it.

Recently, one of the largest financial institutions in the world, Meilin Merrill Lynch estimated that Li Ning Co's annual loss in 2012 will be around 226 million yuan.

And the market believes that the total price of one hundred million dollars plus Li Ning Co stock bonus is also an extremely high signing amount.

In this regard, independent commentator Ma Gang believes that before Lining was diversifying investment funds, now is to focus on one piece, the impact is not big.

However, Ma Gang also said that this is not the result of Lining unilaterally seeking cooperation.

At present, NBA's attention in China has also dropped a lot, which needs Lining's help.

To promote its influence in China.

"Lining's strategy and the promotion of NBA China market also have resources docking, and the follow-up effect is also worth looking forward to."