Brand Value After Retirement

Retirement is the end of the tennis career, but the new curtain has just opened for its star endorsement and future personal business value.

　　 Exit brand debut

After 15 years of WTA tour, China and even the leading figures in Asian tennis circles. Xie Finally announced the retirement.

In the 21 "thanks" of the farewell letter, we especially referred to the team as a long-term partner and sponsor of the company, and thanked him for his long-term support. Since 1997, the 15 year old man has gone to the United States for tennis training. Up to now, the two sides have been working together for 17 years. He also responded with the first time of retiring, praising the spirit of "the first bird".

Coincides with the other, the other brands are also the first time to respond, the main idea is to confirm the career and support for future development. The "Snow Mountain" mineral water official said in an official message that "it is not goodbye, but in a different way." Taikang Life is also a blessing to send off, "out of the arena, life is more exciting."

In addition to the brand name of other brands, other brands also take the opportunity to send blessings. The group that has just signed up to the Australian Open has expressed its dissatisfaction with the official by means of official expression. "You keep all the happiness and luck in the stadium, and we will always maintain the best position for you at the stadium."

　　 There are dangerous machines in the aircraft.

The key road sports consulting company CEO Zhang Qing said. brand In marketing, the key time and key figures are of great significance. Two factors account for the retirement. As a sponsor and a lot of non sponsors, it is natural to play emotional cards for event marketing.

Such marketing cases are common. In 2008, after the retreat, they quickly responded and won a classic marketing war. At that time, just after the withdrawal of the competition, many brands quickly replaced advertisements and drew a clear line with them. At that time, sponsors Lenovo withdrew the TV advertising, which triggered controversy. Although Li Lan, vice president of Olympic Games marketing at Lenovo Group later, repeatedly stressed that the withdrawal of [-0.34%]'s advertisement was only a normal switch from the original plan, which had nothing to do with the retreat. But the brand is inevitably labeled as "walking tea cool".

But he did the opposite. When the flying man returned from the injury, he began to appear when the camera began to aim at the injured feet and the bright golden gold running shoes when he left the track. He quickly changed the slogan to "love sports, even if he hurt your heart". The attitude that he never left behind caused a sensation at that time and quickly won the heart of "Xiang powder".

"6 years ago, the performance of Kun was extraordinary, but now most brands have become smarter. The classic battle has been thoroughly studied and simulated. This is also the case after the retreat. Sponsor The reasons for rapid brand response. Zhang Qing said.

The reactions of brands are also high. Many Australian fans pointed out that the relationship between the two sides is close, so the response is quite natural, and the audience naturally pays the bill. However, many brands are far fetched. Zhang Qing bluntly pointed out that for example, it has been difficult for audiences to link up the two groups. This situation is caused by the fact that the relationship between the star and the star is still not enough, and time and emotional input are insufficient. Therefore, even if the major brands can seize the key time nodes, they will have to invest in brand building at ordinary times. In response to this, it was said that after the retreat, the article was full of feelings and regrets for the withdrawal of national pride. In addition, we also stressed that "overseas sports marketing we employ a professional PR company".

Despite the good performance of the major brands, however, in the view of marketers, there is still a crisis for many brands. In this regard, brand expert Li Guangdou said that sports star sponsorship risk can be divided into two kinds: one is moral hazard, the other is sports risk. There are second kinds of retreat competitions. Some media commented that the "go ahead" walk away suddenly, leaving the brand sponsor suddenly unprepared, and the commercial sponsorship plan failed.

The endorsement of the brand spokesperson is more or less helpless, and the manager of the public relations office said that the company did not accept any interviews for Li Natui competition. The company has signed a 3 year endorsement contract with JP, which has expired so far. The company has also said that it will not know whether to renew it in the future. Taikang Life Insurance Company has said that it has been temporarily inconvenient because it has not received any notice of retirement.

"China business" reporter learned that in 2013, Taikang signed a 3 year endorsement contract with media. It was reported by the media that the amount of endorsement amounted to 29 million yuan. Such cooperation will not end until March 2016. Yin Xunning, an analyst with digital new media industry, said that the retirement competition is a sudden crisis for these brands, though it can not be a vicious crisis with tiger tigers. How to minimize the loss of sponsorship brands is a thorny problem before all brands. Recently, 2014 of the top ten of the world's net income list released by magazine magazine ranked 23 million 600 thousand in fifth, of which the sponsors earned 18 million dollars.

　　 Na future marketing weight

However, the industry believes that for all brands, there is no room for manoeuvre. WTA chairman and CEO Stacy alasti supports all achievements and dedication in the past. What she left behind is very great, and her contribution will continue to influence China, Asia and the whole world tennis circles in the next ten years. Li Guangdou pointed out that the sports spirit and personal influence of the representative will be narrowed compared with that before retirement, but it will not stop abruptly.

Zhang Qing said that in the future, how to plan career development and how to continue the spirit of sports will become the focus of every major brand.

In recent years, in order to achieve the purpose of propaganda, enterprises will choose high level athletes as spokesmen of brand image, but the risks will follow. Including the scandal of tiger tigers, injuries, and retirement. In the endorsement, how to protect the brand becomes a topic of concern for the enterprise.

On the one hand, it is bound by legal provisions. According to insiders, there are bound to be various restrictive clauses behind the cost of endorsement. The star's endorsement operation team will clearly indicate the taboo event of the endorsement star during the contract period. If the stars get bigger, they will face a sky high price claim.

In addition to legal constraints, celebrity endorsements should also be skilled. A few years ago, enterprises like to link the brand with the athletes' achievements and carry out "champion marketing". Li Guangdou believes that in the face of crisis and unexpected events and even bad results, champion marketing is very passive. It is not possible to link brand demands with athletes' achievements. Therefore, the spirit marketing method adopted by enterprises at present is about to endorse the brand star quality and sports spirit into the brand of endorsement. As long as there is no vicious moral crisis, even if there are sudden injuries and decommissioning events, the marketing team still has room for maneuver, and there is little difference between the corporate sponsorship income and the expected revenue.