The New Marketing Bible Of Local Sports Brand: Despise Mediocrity And Profit By Word.

Every summer, NBA players get together to step into China's most potential market in the world. The purpose is self-evident.

On the one hand is the result of globalization of NBA, players can highlight their commercial value; on the other hand, it also shows that domestic sports brands have realized that with the help of stars, the influence and the sense of recognition of fans can be greatly enhanced, and more consumers can be radiated through culture.

The NBA2017~18 season ended in June, and the new season starts in September.

The middle July and August are usually important months for players to take breaks and expand business activities.

Whether Clay Thompson, Wade or Hill, these Chinese or international brand spokesmen are now willing to come to China to make a huge "road show", which has become the norm.

After all, there is the largest basketball fan in the world, and the purchasing power is not only global, but also continues to improve.

As the Newsweek reporter Eric Blokskiy wrote in "NBA's score in China", "here is the largest sports lover population in the world. If you think of the Chinese cities with an average annual disposable income of 8400 yuan, there may be some interesting things."

"Globalization" and "influence" are the words commonly used by NBA former chairman David Stern, and also the universal law of NBA to create the most influential and commercial sports alliance in the world.

The same as David Stern's idea is that after the second 10 years of entering the new century, Chinese sports enterprises have realized that only by going to the world can they achieve greater results.

Occupancy and influence.

So under the same rule, from the end of June to the end of July, the NBA endorsement players of three domestic companies such as Anta, Lining and PEAK came to China, which produced a lot of fans' economic effects and wrote a strong sum in the earnings of three companies.

Anta: "Crazy" fever continues throughout the year

In June 23rd, NBA pop star Clay Thompson started a Chinese line spanning more than ten cities and lasted for a week. For Thompson and Anta, it has become a compulsory summer course and a hot topic among fans.

This year, Thompson wore his head.

With the shape of grass fan, there are many website headlines.

In fact, a short week's activity is of great commercial value to both sides.

It not only affects Thompson's sales of basketball shoes KT series endorsed by Anta, but also has a direct impact on Anta's overall business image.

From the playoffs, the exposure rate of Thompson's warriors has increased a lot. Coupled with the weather in summer, Anta needs to seize the opportunity to take advantage of Thompson's Chinese behavior.

A series of reality TV ads to boost sales.

Anta's game has brought sweetness to the company.

In the 2017 annual report of Anta, it was mentioned that after the playoffs, high end functional and well designed basketball shoes were developed. Thus, the "Tang Shen mode" marketing campaign was launched in China during the playoffs and finals, causing Thompson's Chinese fans to cheer on them.

Clay Thompson wore KT2 basketball shoes for the 2017 NBA finals, giving Anta unprecedented access to global exposure.

During Claire Thompson's visit to China called "go crazy", Anta broke through the tradition and had a unique marketing campaign in 12 cities in China.

We have made full use of online and offline channels to create brand reputation and bring about business growth.

"Crazy" in Sina micro-blog related stickers attracted more than 77 million of the reading volume, and through the spread of the Internet, live streaming video streaming attracted more than 30 million online users, and strengthened Anta's leading position in China.

This series of activities has created a strong emotional connection between consumers and brands, triggering resonance among consumers, stimulating their desire to buy Anta products and promoting brand sales.

In the past two years, after each playoff, Thompson will come to China to carry out a "Crazy" basketball cultural activity. This activity has become the track of Anta's commercial marketing and an important commercial publicity opportunity for the brand.

For many fans, "going crazy" is more like a synonym for Anta basketball.

Xu Yang, general manager of Anta basketball department, believes that "going crazy" is a powerful combination of culture and commerce. On the one hand, the basketball fans are crazy about basketball, on the other hand, they are crazy products designed for street combat. The combination of them is "going crazy" IP.

In the past two years, Thompson has been leading a group of "basketball maniac" to a dozen cities across the country to tour cultural events and competitions.

According to the author's understanding, "Crazy" has become the most popular series of Anta basketball products. This year, it is expected to achieve 500 million yuan of water, and the sales fever can even extend to the four quarter.

Xu Yang said that last year's "Crazy" performance was mainly reflected in the three quarter sales, but from this year's performance, I believe it can expand its influence, cross season sales and even annual sales.

It can be seen that Thompson's coming to China once a year is an example of Anta's integration of culture and commerce.

And whether a sports enterprise can become bigger and stronger, cultural implantation is very important.

Lining: historical precipitation, high-end line

Anta's old rival Lining and PEAK also ushered in their respective basketball brand spokesmen in July to promote brand sales.

Lining's hot market is in the new round of cooperation with Superstar Wade. In July 18th, the 36 year old veteran and soon retiring Wade and Lining formally renewed their contract. The veteran will retire in Lining's brand.

More importantly, they signed a lifelong contract.

As a star of the historical level, Wade's cargo effect is obvious.

In addition, Lining also embarked on the layout of the youth basketball training market, which is also considered by many to be the new draught of China's sports industry.

Therefore, the contract clearly requires Wade to play a greater role in the next few years in the youth basketball development camp and basketball training camp in China and other parts of the world.

As an all star NBA player, Wade has a considerable number of basketball fans in China.

After signing a lifelong contract with Lining, Wade's participation in the training camp in China increased frequently, which not only increased the sales volume of Lining basketball series, but also improved Lining's financial performance.

Lining's play and Anta's "going crazy" have the same effect. They are also integrating culture into commerce, but they are only going to be crazy. They focus more on street basketball culture. Lining's Wade series is more closely related to the star's aura, and is more similar to Jordan's series of Nike.

Anta implements the mass brand line, and Lining's advantage lies in historical accumulation and higher price positioning.

PEAK: innovation and trend

PEAK's overall strength in 2018

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In July, the annual International Basketball Festival opened in Hangzhou, and the Cavaliers' home guard George Hill and NBA's "best sixth man" Luis Williams appeared on the PEAK platform.

In the past two years, 3D print shoes were born, and PEAK was the first to pay attention to it.

One of the brands researched and developed.

Compared with Anta and Lining, PEAK's integration of technology concepts is more obvious and more attractive to consumers.

According to PEAK sports, the mysterious sneakers worn by Hill and Lu Wei have become the focus of the competition. This is the world's first innovative structure of mass production, 3D printing trend basketball shoes "GHOST SHELL", and the support of the midsole and vamp key parts are completed by PEAK's innovative 3D printing technology.

PEAK sports CEO Xu Zhihua revealed that the 3D printing trend shoes, which perfectly integrated "beautiful artistry" and "practicality", will be on sale in the near future and become the gospel of fans and basketball equipment enthusiasts.

PEAK's two endorsement stars see this pair of 3D printing trend shoes and love it. George Hill said, I have always advocated the design of simple atmosphere. I want to collect such beautiful shoes.

Lewis Williams, who has been playing in Losangeles for a long time in fashion and entertainment capital, has a unique view of the trend culture.

He believes that NBA athletes have always been the pioneers and leaders of the trend culture. "I think I am one of the top players in NBA, so I am very particular about sneakers and dads. PEAK always surprises me."

On this PEAK International Basketball Festival, PEAK officially launched the six generation of Parke, so that people suddenly realized that this family did.

Chinese enterprises have also been working with NBA star Parke for six years.

In the first two basketball festivals, PEAK will launch the new sneakers on sale, with considerable sales.

In 2016 and 2017, the "Parke four generation" and the "Street Fighter" by Luis Williams realized sales of 5 million + and 10 million + respectively.

As a sports equipment manufacturer, PEAK saw the power of online sales channels.

In the third Basketball Festival of 2018, PEAK joined Tmall and spelled many products to open up marketing with signboard products as its core. The goal is to achieve sales of over ten million yuan.

Up to now, PEAK has not yet announced whether the sales within 24 hours of the activity are up to expectations.

But I believe that this trip to China has also become an important opportunity for PEAK to launch its business promotion.

I understand that PEAK's Basketball Festival is also a form of propaganda basketball culture, including fans interaction with stars, participation in sneaker salon, 2k18 competition, graffiti printing and so on, and through the high flow of live broadcast platform Tmall, Sina, penguin, micro-blog and Tiger flutter and other major live broadcast platform to broadcast, so that millions of basketball fans in the country to increase the understanding of PEAK products.

The first two PEAK international basketball festivals have achieved sales of nearly ten million and more than ten million. PEAK has more experience and confidence in online and offline collaborative marketing. Xu Zhihua hopes that with the help of the two big stars, PEAK will become the first choice for basketball lovers.