Big Three Beachhead Market For Domestic Tennis Shoes

In the post Olympic era, a hot tennis movement is suddenly blowing up in the sporting goods industry. Especially at the beginning of this year, Anta signed Jankovic, a female Australian network, and pushed the trend to a peak. In the competition for tennis resources, Lining has signed the shadow of Yan Zi. At present, the "three pillars" of the domestic tennis market have basically taken shape. Why are more and more Chinese sports brands involved in tennis resources? According to the analysis of the industry, Anta and Lining's move is intended to enhance their overall brand image and speed up the internationalization process. Hongxing Erke is trying to achieve differentiated operation and create the "first brand of Chinese tennis equipment". Lining and Anta want to further enhance the brand image of the comprehensive sports by tennis. In January 18, 2009, when the first WTA Grand Slam event - the opening of the Australian Open Tennis Championships was about to open in 2009, China's leading sports brand Anta announced the signing of Jelena Jankovic, the world's top ranked tennis player, to jointly develop the women's tennis market. According to the introduction, Anta has mobilized the top design and research forces: the American design team and the Japanese design team, and the two team worked together to design Jankovic's sports shoes and competition costumes, and incorporate a large number of Chinese elements into the product, so that Jankovic's sportswear has Oriental beauty and fashion sense. This signing signifies that Anta has the world's top tennis resources. The tennis project will become the most important strategic project of Anta after basketball. Anta will launch a series of products from Jankovic, and take this opportunity to enter the field of women's tennis. In this way, Anta will no longer expand on the basis of certain kinds of limitations, expand the tennis field of the emerging metropolis movement, and further enhance the image of its comprehensive sports brand as a whole. And tennis itself as a fashion symbol, feminine color, can be complementary to the masculine style of basketball, so as to attract female consumer groups. Beijing key Road Sports Management Consulting Co., Ltd. CEO Zhang Qing believes. If we want to trace the domestic brand's first use of tennis resources, Lining seems more forward-looking. As early as September 9, 2007, the Li Ning Co signed a contract with ATP (Ivan), a well-known player, Ivan Ljubicic and became a partner of ATP. Recently, Lining has signed Yan Zi at high price. Whether Anta or Lining have increased investment in tennis resources. Its purpose is to improve the brand image of the comprehensive sports in all directions, hoping to expand the brand image of the domestic sports through the professionalism of tennis equipment. CEO, Hu Zhonghui, Beijing's dominant international sports media organization, is so commented. At the same time, in the eyes of the Chinese people, tennis is defined as the aristocratic movement, and the fashion movement in Europe and the United States. With the help of tennis resources, the process of brand internationalization is accelerated. In the beginning of 2009, when Anta and Lining signed a tennis star to open the prelude to the Australian Open Contest, China made Hongxing Erke also successfully sponsored the Shanghai ATP Masters 1000 competition, becoming the 2009-2013 year Shanghai ATP master 1000 official clothing partner. This is the first time that domestic sports brands have become sponsors of ATP1000 events. Hongxing Erke will join hands with ATP to bring tennis fans another tennis feast. With Anta and Lining shaping the brand image of the comprehensive training movement, Hongxing Erke, who is committed to building the first brand of Chinese tennis equipment, attempts to seek breakthroughs in the tennis project and make its own characteristics. At the very beginning, it embarked on the road of brand differentiation, and constantly used tennis to create its own international brand positioning. "As the second largest ball game in the world, Hongxing Erke has always been optimistic about the development prospect of tennis in China, and began to sponsor a large number of tennis events in 2005." Mr. Wu Rongzhao, executive vice president of Hongxing Erke group, said that through sponsoring tennis events and other tennis promotion activities, Hongxing Erke's brand awareness and influence have been greatly improved, and a loyal customer has been trained. Hongxing Erke has also developed into the most professional tennis equipment provider in the domestic sports brand. In a national consumer oriented selection campaign, Hongxing Erke tennis shoes successfully became the most popular tennis shoes in the minds of consumers. "In the next five years, Hongxing Erke will cooperate with ATP in all aspects of professional tennis product development, brand promotion, marketing activities and promotion of sports events. At the same time, Hongxing will carry out a series of tennis events with the mass base with the organizing committee, and organize tennis enthusiasts to have zero distance contact with the top players in the world tennis world. Wu Rongzhao revealed. About whether Hongxing Erke will consider signing a tennis star, Wu Rongzhao said "will not follow suit". "Hongxing Erke has perfect tennis development strategy, including sponsoring international high-end tennis events and promoting tennis and so on. Signing a tennis star is just a means of sports marketing, but it is not the only way. Hongxing Erke will decide whether to sign top international tennis stars according to the development needs and the actual situation. Wu Rongzhao said. The key lies in improving product strength, practicing internal strength, and promoting the development of tennis culture in China in the past two years, as well as the two top tennis tournaments, especially the opportunity brought by the Olympic Games to tennis, which has rapidly promoted the tennis crowd in China. According to incomplete statistics of official data, there are about 8000000 tennis population in the country, and it is growing at 15% annually. At the same time, the characteristics of tennis itself -- an elegant gentleman movement, smart, sunny, healthy and private, has become a platform for entertainment and making friends. It has been widely sought after by the public and has become a health, entertainment and fashion vane. As a result, more and more Chinese brands have begun to intervene in tennis resources in a keen sense of market awareness. This is a prediction of the great potential for development of the tennis market in the future. However, it is not through signing a tennis star or sponsoring tennis tournaments that it can simply associate the brand with tennis through advertising. This connection is relatively elementary, which is also prone to lack links. Zhang Qing said that tennis has a high professional demand for products, whether professional tennis or amateur tennis. "Relying solely on possession of tennis resources does not make tennis sport itself a direct and effective conjunction with the brand. Because tennis is particularly demanding for sports equipment, therefore, it should not be showy. It should be focused on improving the quality of its own products. The key lies in "doing well in internal strength". By producing products that match the characteristics of tennis and combining closely with the sports spirit of tennis, tennis can produce real stickiness with the brand. Hu Zhonghui thinks. Besides, Zhang Qing also suggested that enterprises should pay attention to the platform of interaction between three sports events, tennis stars and brands. For example, the use of PARTY, such as tennis tournament, fully embodies the characteristics of the brand and strengthens the direct linkage with consumers. Different enterprises should achieve different results according to different projects. For example, we can pay attention to the market of grass roots tennis, and Juvenile Tennis is a good project. Wang Xiaonan: editor in charge