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China'S Shoe Brand Star Wins The Starting Line.

2013/11/25 15:33:00 25

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"although we have not signed a contract with Jeremy Lin, we still do not give up any opportunity to cooperate with him. We hope that with the platform of NBA, let more people know about Chinese enterprises!" Xu Jingnan, director of Peak Sport Products Co Limited (hereinafter referred to as "PEAK", 01968.HK) said. 
 February 15th, "Lin whirlwind" killed the Raptors second days in 3 seconds in the last 0.5 seconds. Xu Jingnan went to the United States with his own team. On the one hand, he celebrated the grand opening of PEAK's flagship store on Hollywood in Melrose. On the other hand, it wanted to "reach a certain tacit agreement" with Jeremy Lin, who was like a comet. 
Less than P, Lining, Anta, 361 degree and other domestic sporting goods enterprises also tend to "forest" if they want to move more than PEAK. 
 the temptation of "Chinese pop star + a href=" http://www.91se91.com/ > Chinese brand < /a > /strong > /p >
 "in fact, Jeremy Lin has entered our field of vision for two years. We are all Fukien and are of the same origin. He will be one of the most appealing stars after Yao Ming. It is also a quality resource that sports brands dream of." Xu Jingnan said in an exclusive interview. 
At present, with the fierce competition in the domestic sporting goods market, with the rapid expansion of capital strength, finding the most suitable spokesperson to enhance the brand image and cope with the competition of P has become the common choice of all sporting goods companies. "Chinese pop star + Chinese brand" is the perfect weapon, and Jeremy Lin's coming out of the world has brought a good illusion to Chinese enterprises. Jeremy Lin's agent Montgomerie said publicly: "all the people in the world are excited about Jeremy Lin. Now there are a lot of enterprises asking by phone, not only American enterprises, but also Chinese enterprises." 
 PEAK's high-profile marketing wanted to hire Jeremy Lin's endorsement message. Its stock jumped 8.5% on February 17th, a 3 month high, and led the sports sector to go up collectively. This is Jeremy Lin's "wealth effect". 
 in May of last year, Adidas Wang of Jinjiang sporting goods wanted to sign the news that Jeremy Lin was still sitting on the bench. NBA, a senior manager in China, told reporters that as early as the end of August 2010, Nike had signed a 3 year contract with Jeremy Lin, which is Nike's "athlete growth plan", which is to discover potential new stars. 
 but Jeremy Lin signed with Nike only the equipment sponsorship contract, and the brand endorsement is still blank. In other words, Nike has not yet obtained the right of portrait of Jeremy Lin. "Compared with Yao Ming's special Yao team, the Montgomerie sports group, which is currently signed by Jeremy Lin, has a relatively small scale. Although their phone calls must have been exploded, Jeremy Lin's value is enormous. Even if Nike has successfully renewed its contract, the domestic enterprises still have certain opportunities." 
 is it worthwhile to gamble NBA? /p >
 "China has exported Yao Ming to NBA, and Yao Ming's success in NBA has also nurtured the Chinese market. The role of skin color and blood relationship is not to be underestimated. After Yao Ming retired, the impact of NBA in China dropped sharply, but Jeremy Lin came out in time to fill the market gap after Yao Ming retired. Blaine Ma Hong Ni of YAHOO sports wrote so. 
 then, is it possible for Chinese enterprises to gamble on NBA stars and hope to enter the American market? Is it feasible? "From the initial hand to rocket team to the official partner of the NBA alliance, PEAK has now signed 15 active NBA stars, all of which are worth it." Xu Jingnan is very sure. 
 if all the good fortune of PEAK comes from the far away NBA arena, the conclusion is not exaggerated. 
 the basketball manufacturer founded in 1991 was founded in Jinjiang, Fujian Province, and most of them were modeled on Nike's rapid development as a local sporting goods company. PEAK can only rely on the advertising bombing on CCTV to open up the market at the very beginning. 
 2003, PEAK is willing to become CBA's strategic partner. In 2004, Anta signed a long-term naming contract with CBA operator Switzerland surplus company at several times the price, and monopolized the competition clothes of each participating team, so that PEAK, who wanted to take the top sponsor's road, fell greatly. In the same year, Lining became the first Chinese sports brand to cooperate with NBA official. PEAK, who had been squeezed, could only turn his attention to the European basketball market and sponsor the all basketball match of the European Basketball League. 
 things changed in 2005. PEAK first worked with Houston rockets and star Sean Battier to become the first Chinese sports brand to enter the NBA arena. In 2007, PEAK formed an official market partnership with NBA. At that time, Tim Chen, who was a href= "http://www.91se91.com/news/index_q.asp" > NBA < /a > China CEO, told the media that PEAK was more willing to keep investing in basketball market than Lining. 
At the same time, Lining chose badminton as the core market, and Anta chose tennis as the core. Many other Chinese sports brands began to turn to the mass leisure market. P PEAK, who concentrating on basketball market, soon found the sweetness. The NBA star who signed the contract brought higher profit margins to the company. After listing in Hongkong in 2009, PEAK initially completed the strategy of brand internationalization and capital internationalization. 
 who is next Jeremy Lin /p >
 "to be honest, who didn't want to sign Yao Ming in those days? But when we arrived at NBA, the two sports giants of Nike and Adidas almost monopolized the top NBA star resources." Xu Jingnan told reporters. 
 Yu Jia, a basketball commentator on CCTV sports channel, told reporters that foreign top sports events sponsors have special scouts and teams to dig new people. In 2004, Nike signed Liu Xiang only for 300 thousand yuan. When Liu Xiang won the Olympic gold medal in Athens, her endorsement fee rose rapidly to tens of millions. Before Li Na won the tennis Grand Slam singles champion, Nike had nurtured Li Na for 14 years, but he made it back at a time. 
 Chinese enterprises are not cheap to find NBA stars. PEAK has signed a 3 year endorsement contract with Sean Battier for more than 4 million dollars. "Jeremy Lin's price must be more than that. After Yao Ming retired, we all wanted an Asian hero to take over." Liu Xiang, PEAK's publicity director, told reporters. 
 PEAK now has a team of 6 people who live with the team all year round, looking for fresh faces and potential players. "We could only pick some players who were not able to see Nike, but now we have already competed with them for the top players. Whether it's all star Kidd or young rookie, we all have enough strength and" a href= "http://www.91se91.com/news /index_s.asp" brand appeal "to compete with their rivals. Moreover, we have been looking for the next Yao Ming and the next Kobe to compete with them at the starting line.