Li Na'S New Journey: Serving Retired Stadium Arcade

Li Na's exit brand debut

After 15 years of WTA tour, Li Na, the leader of China and even Asia's tennis circles, finally announced his retirement.

In the 21 "thanks" of Li Na's farewell letter, he especially referred to the Nike team. As Li Na's longtime partner and sponsor, Li Na thanked him for his long-term support.

Since 1997, Nike has helped Li Na, who is only 15 years old, to go to the United States for tennis training. Up to now, the two sides have been working together for 17 years.

Nike also responded at the first time of Li Na's retirement, praising Li Na's spirit of "emerging bird".

Coincide with others, other brands endorsed by Li Na also responded for the first time, all of which are support for Li Na's career development and future development.

Kunlun Mountains snow mountain mineral water in official micro-blog sent a message that "not goodbye, but in a different way."

Taikang Life also sent Li Na a blessing to "get out of the arena and make life more exciting."

In addition to Li Na's endorsement brand, other brands also take the opportunity to send blessings. Just now, Hisense group, which has just renewed its Australian network, has expressed its dissatisfaction with Li Na with official micro-blog. "You keep all your happiness and luck in Hisense stadium, and we will always maintain a best position for you at the Hisense stadium."

There are dangerous machines in the aircraft.

The key road sports consulting company CEO Zhang Qing said that the key time and key figures in brand marketing are of great significance.

Li Na retired, two factors occupied, as Li Na's sponsors and many non sponsors, naturally want to play emotional cards for event marketing.

Such marketing cases have been common. After Liu Xiang retired from the competition in 2008, Nike responded quickly and won a classic marketing war.

After Liu Xiang had just returned from the competition, many brands quickly replaced Liu Xiang's advertisements and drew a line with Liu Xiang.

At that time, sponsors Lenovo withdrew Liu Xiang TV advertising, such a move provoked controversy.

Although Li Lan, vice president of marketing at Lenovo Group [-0.34%] Olympic Games at that time, repeatedly stressed that the withdrawal of Liu Xiang's advertisement was only normal switching according to the original plan, which had nothing to do with Liu Xiang's withdrawal.

But the brand is inevitably labeled as "walking tea cool".

But Nike did the opposite. When Liu Xiang flew away from the match because of the injury, Nike began to appear when the camera began to aim at the injured feet of Liu Xiang when he left the track and the shining Nike gold running shoes.

Nike quickly changed the slogan to "love sports, even if he hurt your heart", so the attitude of "never abandon" caused a sensation at that time, and quickly won the heart of "Xiang powder".

"6 years ago, Nike's performance was out of the ordinary, but now most brands have become smarter. Nike's classic campaign has been deeply studied and simulated, which is why Li Na's response to sponsorship brands has been rapid after the withdrawal."

Zhang Qing said.

The reactions of brands are also high.

Many Australian fans pointed out that Nike and Li Na had a strong sponsorship relationship. This response was quite natural and the audience naturally paid the bill.

But many brands are far fetched. Zhang Qing bluntly pointed out that taking Hisense as an example, it has been difficult for audiences to connect Hisense and Li Na. Hisense's position after the return of competition is far fetched.

This situation is caused by the fact that Hisense's association with celebrities is still not enough, and time and emotional input is insufficient.

Therefore, even if the major brands can seize the key time nodes, they will have to invest in brand building at ordinary times.

Hisense responded by saying that after Li Na withdrew from the competition, micro-blog's article was inspired by Li Na's retirement from national pride.

In addition, we also stressed that "overseas sports marketing we employ a professional PR company".

Although the performance of the major brands is fairly good, in the view of marketers, Li Na's retirement 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.

Li Na's withdrawal from competition is second.

Some media commented that Li Na, who was a straightforward leader, said that he had to go away. The sudden retirement resulted in a sudden failure of the brand sponsor.

Sun Peng's public relations manager, Mr. Sun Peng, said that the company did not accept any interviews about Li Na's withdrawal from competition.

The Kunlun Mountains mineral water of JDB company has signed a 3 year endorsement contract with Li Na. It has expired so far, and 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 to evaluate because it has not received the Notice of retirement from Li Na.

Reporters learned that in 2013, Taikang signed a 3 year endorsement contract with Li Na. Media reports said 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 Li Na's withdrawal from competition is still a sudden crisis for these brands, though it can not be a vicious crisis with tiger Woods. How to make the loss of sponsorship brands the smallest is a thorny problem before all brands.

Recently, Forbes magazine published 2014 of the top ten net income figures in the world. Li Na ranked fifth in 23 million 600 thousand dollars, of which the sponsor's income was 18 million dollars, and Li Na's endorsement as many as 18 brands.

Na future marketing weight

But there are people in the industry who believe that

Nor is there no room for maneuver.

WTA chairman and CEO Stacy alasti supports Li Na's achievements and dedication in the past, and 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 sportsmanship and personal influence of Li Na would be narrowed compared with that before retirement, but it will not stop abruptly.

Li Na said recently that he would organize tennis schools after retiring, and Zhang Qing said that how Li Na plans career development and how to continue sports spirit will become the focus of all unfinished brands. Li Na's future will largely determine the endorsement effect and its future commercial value.

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 Woods, as well as Liu Xiang, Li Na's injury, retirement and so on.

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

Vietnam 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.