NBA Star Endorsement Sports Brand Upsurge Difficult To Homogenization Dilemma

< p > it is another year when the NBA star's China boom has hit.

At the end of the NBA competition in the other side of the ocean, the signing players of the major domestic brands once again traveled across the ocean to China.

Compared with previous NBA stars in China, so far, the domestic three players, Anta, Lining and PEAK, are taking turns.

Although some said that the NBA Star China's annual performance has shown signs of fatigue, but according to the actual effect this year, the stars still attracted a large number of fans and good people to follow.

The emergence of this scene is related to Lining and PEAK's two NBA finals stars this year. In the deep layer, it also shows that domestic sports brands begin to focus on and choose from the strategy of star endorsement, which also makes NBA stars Chinese line more efficient and valuable.

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< p > < strong > Anta: the practical ball star route master: "Yao" episode < /strong > /p >

< p > July 2nd, Anta spokesperson is now playing for Luis Scola, Feinikesi's solar power forward, Luis Scola. In Beijing, he opened the 2013 China trip entitled "basketball is life" in a fantastic footwork training class.

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< p > strictly speaking, Scola is not a superstar player in NBA, but his popularity in China can not be ignored.

Because during the time when the Houston rockets worked with Yao Ming, it was the heyday of NBA's opening to the Chinese market with the help of Yao Ming. Scola was also accepted by the Chinese fans who love the house and the black and accumulated huge popularity in China.

Scola came to China for two stops only in Beijing and Xiamen. In the middle, she still took time to participate in the charity competition organized by Yao Ming. When she was at XiaMen Railway Station, Scola first played the role of table tennis with the young players.

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< p > compared with other stars in China, Scola's journey is relatively short, and the activities are relatively simple fans interaction.

This also reflects the strategy of Anta in the NBA star, whether it is Scola, or the other signer Garnett, Anta is a practical star route, the two years in the NBA star, in the country has also accumulated a large number of 70 after and after 80 of the fans, and this group is the main consumption of the present.

In the background of the downturn of the industry, Anta chose a simple and clear target star endorsement way, from the side also showed its accurate positioning in the market.

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< p > < strong > Lining: to gather the focus with the Superstars: the emperor is in the world, < /strong > /p >

< p > in this group of NBA stars in China, the most starry star is Dwyne Wade, who is under Lining's banner.

With three championship rings and the aura of this year's defending champion, Wade has also become the most famous spokesperson for domestic brands in NBA.

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< p > and Lining played different gimmicks on behalf of the stars.

After signing a contract with Li Ning Co, Wade became the first NBA player to serve as the chief brand Officer (CBO) of Chinese companies.

In this regard, Wade has a very clear idea: "what I do is not only the execution and operation of the chief brand officer of Lining Wade", but also my decision to decide what kind of < a target= "_blank" href= "http://www.91se91.com /" > clothing "/a", what kind of < a target= "_blank" href= "http://www.91se91.com/" > shoes "_blank", and decide who should wear these "X", "clothes" and "shoes", and to understand where our market is and how to carry out marketing, and the result is the way that you see Lining Wade now.

This means that I am a partnership with Li Ning Co. I have my own voice, and I have my own opinion.

I think the work of Wade's chief brand officer is very important to me. I can integrate my personality into the development of design and brand.

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< p > with the popularity of superstars, Lining succeeded in pferring the fans' vision to their products through the CBO coat.

First class stars, naturally positioning the first-class market, the Wade China Bank spent 8 days to visit North Canton, its endorsement of the price of shoes is also around 1000 yuan.

Seeing that the tickets for Wade meeting were fired to dozens of times this year and still difficult to get a vote, Lining succeeded in achieving the focus of gathering.

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< p > < strong > PEAK: take the lead from all directions: the thousand soldiers' attack > /strong > /p >

< p >, as the earliest domestic brand PEAK who ploughed NBA market, it has always used the "wolves" tactics in the aspect of star endorsement. Although its stars are not big enough, the effect of dispersing and attacking is very good. In recent years, there are always PEAK players in the NBA championship teams every year.

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< p > and this year, PEAK has also changed. Relying on the outstanding performance of spurs star Tony Parker in this year's finals, PEAK has finally won a star spokesperson with a huge market appeal.

In July 2nd, PEAK held a news conference in Beijing for "basketball for 2013 PEAK NBA Star China".

Tony Parker and Kyle Lori of the Toronto Tyrannosaurus team attended the conference. They will go to Beijing, Xiamen, Guangzhou and other 10 cities together with George Hill of the Indiana Pacers, to carry out the first wave of PEAK NBA Star China travel this year.

In addition, PEAK also invited Sean Battier, the Miami champion of the NBA championship this year, Javier Mcgee of the Denver bullion, and Karl Landry of the Jinzhou warriors to China in the second wave of China this year at the end of August.

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< p > in the three domestic brands, PEAK's NBA Star China is the largest and most widely covered activity in China. It also has the most diverse forms. It includes coaches in many basketball training camps, participation in charity relief activities, attendance at TV basketball festivals and signature meetings.

From the stars who have market appeal to the general stars, PEAK has taken all cities and fans of all ages into the activities, and has become a typical "carpet type" bombing in the marketing of NBA stars.

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< p > < strong > star endorsement is not a losing proposition. It is called "/strong > /p".

< p > in this year's overall downturn in the industry, the domestic sporting goods industry still smashed up huge amounts of money, invited NBA stars to endorse and carry out activities in China.

But this is not the case.

Take PEAK as an example. In the two teams of the NBA finals this year, there are PEAK's endorsement stars, and they all have amazing performances.

While earning enough eyeballs, enterprises are also gaining practical benefits.

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< p > during the NBA finals, PEAK's two basketball players endorsed basketball shoes at a domestic price of over 500 yuan, but in many stores were in a "out of stock" state.

Xu Jingnan, chairman of PEAK, said that in the more than 6000 stores of PEAK, Parke and Battier's signature sneakers were sold out of more than half of the stores, and dealers had replenishment orders.

"Now our order has been in September, and then our new season NBA star boots will be on sale."

Xu Jingnan said that now PEAK has 400 thousand pairs of basketball shoes waiting for the order.

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< p > sports marketing expert, CEO Zhang Qing, Beijing key Road Sports Consulting Co. Ltd., said that the major brands are willing to sign NBA stars because basketball is a mainstream sport. "Every brand has to close to the mainstream sports such as basketball and soccer to get into the mainstream sports market. NBA stars are also the" spire "in basketball games. Their fame and attention can indeed bring the value return to the brand.

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At the same time, Zhang Qing said that there is a big problem in the domestic brands that the product is "homogenization". This is not a solution to any star. "For these domestic brands, the signing of NBA stars is only the first step."

In this regard, domestic brands have to learn from international brands such as Nike and Adidas, so as to take the opportunity of signing stars, and vigorously enhance their products, services and ideas, not just take NBA stars as a gimmick.

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