Sharp Cloth Is The Best Sign For Chinese Market. Yao Ming Is The Best Sign.

With the popularity of foreign famous basketball shoes in mainland China in recent years, more and more international brands have cast their eyes on China's huge cake.

After ignoring the Chinese market for many years, the famous sports brand Reebok also wants to share the Olympic Winter with the Olympic Games.

In their hands, they hold the world's tallest marketing weapon, the height of 7 feet and 6 inches of Chinese basketball player Yao Ming.

Shortly after Yao Ming returned home last month, Reebok set up a statue of Yao Ming, 40 feet tall, in the busiest commercial area of Beijing. On Tuesday, Yao Ming's Olympic limited edition boots will be sold on sale in 800 stores in the mainland of Reebok on Tuesday.

In addition to these, you can see huge posters of Reebok in major cities across the country, and you can see Reebok's new advertisements on mainstream TV channels.

In short, Reebok will adopt an omnidirectional marketing approach to publicize Chinese customers.

"This year there is a worldwide competition, that is, the Olympic Games, plus a great figure like Yao Ming. I think this year is a golden opportunity for us to open up China's market."

A deputy general of Reebok Co said.

In recent years, when Nike and Adidas are struggling in the Chinese market, Reebok has focused on the UK and North American markets. So although Reebok Co signed a contract with Yao Ming in 2003, Reebok has been ignoring the opening of the brand of Yao Ming, so many people mistakenly believe that Nike is a sponsor of Yao Ming.

After the acquisition of Reebok in 2006, Adidas decisively pushed Reebok into the Far East market, which created the present pattern.

Reebok Co has been developing poorly in the United States in recent years. Because of the vigorous development of the Chinese market, it has strengthened their determination to implement the "Far East Plan".

At present, Reebok is opening a new store in two days at the speed of all large and medium-sized cities. This year, the company has invested 14% of its revenue in the Chinese market, far more than 10% in previous years.

Although the cake in the mainland is very tempting, it is not so easy to get the ideal piece.

Until last year, in the eyes of many Chinese sellers, Reebok's brand position was far less than Nike and ADI. Many retailers positioned Reebok shoes as price cuts, which is really not a good phenomenon.

"Adidas and Nike are far ahead of us. We can only strive for what belongs to our brand in the Second Corps."

Reebok Asia Pacific vice president Duff Michael said.

It still depends on Yao Ming.

In order to meet this summer Olympic Games, Reebok has printed the new design of Yao Ming's new shoes with the ingenuity of the Chinese dragon, and has also given it new meaning.

Yao Ming wrote in an E-mail: "this shows my pride in my motherland.

As Reebok did this time, they want to mobilize all Chinese to cheer for me and to fuel my success. "

In addition, this is also reflected by the new slogan "YAO FuelYao sUnlimitedPower", a new slogan designed by Reebok.

Reebok Co believes that this sense of national pride will generate new chemical reactions between the Chinese public and the Reebok brand, in order to encourage more fans to buy Reebok products.

"He is a national treasure, a young man who goes out and wins, but does not forget his Chinese roots.

"His influence is far beyond the stadium," Michele said. "For us, he brought the new brand into people's lives."

But things are not as simple as Reebok's plan. Behind Yao Ming, more than one sponsor, many people even have to react for a while to think of Reebok. Before they are more likely to blurt out the name "Coca-Cola", "Visa".

But Reebok said its investment in the Chinese market has been rewarded in recent years.

According to Reebok's latest statistics, Yao Ming's personal website hits have broken through 5 million times. In the last year, Reebok's sales volume of new stores in mainland China has doubled; 18% of customers have linked Yao Ming and Reebok brand together, and this number still stayed at 14% earlier this year.

"Other sponsors of Yao Ming's brand have invested huge funds before, and have carried out multi-media publicity. To some extent, Reebok has fallen behind."

A senior consultant of sports marketing company in Shanghai said.

Last week in Shanghai port Hui square, Xu Jiahua, 16, saw Reebok store in the square of the store. But a star appeared in his mind: Kobe Bryant of the Losangeles Lakers, the most valuable player in the NBA2007 08 season regular season.

So he went straight to the Nike store and bought a pair of Kobe's signature shoes.

"I like Yao Ming, but Kobe is also good at playing. He is the best player in NBA."

Xu Jiahua said so.