Can Yonex Be Silent In The Sudeman Cup?

As the shuttlecock Cup opened last Sunday (May 10th), Lin Dan and the two major sports brands, Lining,

New progress has been made in triangular relations.

In the SUDI cup competition, Lin Dan will use the new signing brand Yonex's sneakers, racket and ball bag.

This is the first time since last year, when Lin Dan signed a Japanese brand, he used the brand different from his teammates in the world's top competitions for the first time.

However, in the competition clothing, super Dan still has to wear the national team sponsors Lining's robe with his teammates.

Although Lining and the national team conceded, allowing Lin Dan to use Yonex's equipment in the sudman cup, the licence was conditional. According to the Beijing Youth Daily, Lining demanded that all Yonex trademarks on Lin Dan must be concede.

That is to say, on super Dan, Yonex's "YY" logo has no chance to show up.

However, two days before the "label" message was handed out, Kimura Masahiko, general manager of Yonex China, told NetEase sports that Lin Dan would fly solo in the sudman cup and use its brand in the competition.

But I didn't expect Lining to react quickly to ask Lin Dan to block Yonex's trademark so as to protect its official position in the national team.

At present, the two sides have not expressed their views on the matter. Yonex seems to have chosen to compromise, or is still looking for measures to deal with Lining.

Of course,

It is not surprising to take a tough attitude in this competition.

The SUDI man cup, also known as the world badminton mixed group championship, is the highest ranked world badminton team event.

In order to make the best use of this top event, the brand is bound to "suppress" its competitors, not to mention that its trademark is posted on the most influential national singles player.

In addition, Lining also launched the "Sa" theme of brand activities for the SUDI man cup.

Why is it "Sayu"? In Lining's words, "Sa" culture means three levels of confidence, passion and beauty.

To this end, the brand invited the national team coach Li Yongbo and a great national celebrity to shoot the theme poster and publicized it on micro-blog and other digital platforms.

Of course, there will be no "solo" Lin Dan.

Super Dan's "solo" road began after the London Olympics.

He first refused to renew his personal contract with Lining, the sponsor of the national team, and then got a ten million yuan grain and oil brand endorsement contract.

After the 2013 World Championships in Guangzhou and the 2014 Asian Games in Inchon, the business value of super Dan broke out.

He followed up with several world-class brands, including sports brand Adidas and Yonex.

Perhaps considering that Adidas has just entered badminton, Lin Dan has chosen a stronger Japanese brand.

In last October's Denmark open, Lin Dan finally admitted for the first time that he had signed a contract with the new sponsor.

Influenced by Lining and the national team, the signing conference was delayed from November last year until January this year. This is a huge contract worth 100 million yuan.

At the beginning of this year, Yonex quickly developed personal brand "super Lin Dan series" for super Dan.

In April 30th, this series of products was released in Yonex Shanghai partners' activities and announced to be officially released in mid May.

Without accident, Lin Dan is likely to play in this new series of equipment at the SUD man cup, though its trademark will be hidden.

However, the SUDI man cup is by no means the venue for the debut of the "Lin Dan selection series". Lin Dan's personal micro-blog has long been Yonex's position.

As early as April 1st, Lin Dan first exposed the "Lin Dan selection series" on micro-blog.

In the photo, he wore a full range of equipment, with a brief introduction to the "LD series".

The launch of the personal series has a distinctive Lin Dan style - the brand name of the series is the initials "LD" of Lin Dan's name. It is designed to be two interlaced lightning, which is consistent with the fierce performance of Lin Dan in the arena. The appearance of the product is also set up with five Venus and digital "2", meaning that super Dan has harvested two grand slam.

It can be expected that when the series is officially released in mid 5, its market response will not be bad.

Besides, on micro-blog,

Some personal photos of Yonex equipment are often posted, and the "YY" trademark is very conspicuous.

But Lin Dan knows that "solo" is not easy. In these promotional micro-blog, Lin Dan basically does not send too many words to highlight his brand, or even only "share pictures" four words.

Of course, in the face of the huge fans group (Lin Dan Sina micro-blog has more than 1 million 460 thousand fans), Lin Dan's move may be silent.

As for the sudeman cup, whether Yonex labelled Yonex can be "silent" is also related to the athletic performance of Hong Kong.

If super Dan can stick to the end, not only is Yonex's success in brand promotion, it will also prove the professional and technical content of Japanese brand -- as an old player Lin Dan, he can rely on a more appropriate brand to extend the life span of his sports career.

This is exactly where Lin Dan needs to prove himself to the doubters. Apart from making money, there are others.