Did Andemar Sign The Sports Brand Behind Yang Beyond The Sport Stars?

After Anta joined Guan Xiaotong, XTEP took Tian Jing, and 361 degrees signed Tan Weiwei, Andemar, UA (Under, Armour), who always used professional sports and functional products as the biggest selling point, also eyed women in entertainment circles.

In the evening of June 19th, the American movement brand Andemar, a top 101 member of the rocket young girl, will join the basketball camps, rugby player Brady, golf superstar Jordan Spieth and Johnson Johnson Johnson Johnson, a tough guy from Hollywood.

Yang Chaoyue made his debut in the 2018 talent show "creation 101", one of the most popular and most entertainers in the group, with the name "Koi". Andrew's official micro-blog sent a short two hours, forwarded over 100 thousand, comments over 8000, praised 39 thousand times, you can see the appeal of the universal "Koi".

In the loyal sports fans, the signing may be a more unexpected news. Andmar, who grew up in tights, has always been the biggest selling point of brand marketing with professional sports and functional products. In the past, whether it was marketing or store display, basketball players such as Curie, rugby player Brady, golf superstar Jordan Spieth and once tough wrestlers, "tough rock" Johnson, were the most impressive faces of them.

In terms of female spokesmen, they signed Zhu Ting, the leader of the Chinese women's volleyball team this year. Andrea has only signed actress Zhang Lanxin as spokeswoman for women's training in China, and is also the first Asian global spokesperson for the brand. Similar to the "megalith" Johnson, Zhang Lan Xin was a taekwondo athlete with obvious sports elements, which is more consistent with Andrew's consistent brand image.

In contrast, Yang's surpassing may bring some uncertainty to Andrew's brand temperament in the future.

After a period of confusion, andmar, who once followed the sport and leisure trend, resolutely returned to the sports performance market in 2018. They reduced their products by 50% and reduced the number of suppliers by 30%. "We are doing the right thing in the right market." Planck said.

In the first quarter of 2019 (1-3 months), Andemar's performance exceeded analysts' expectations. Under the prevailing trend of sports and leisure, Matthew Boss, a senior retail analyst at JP Morgan, believes that Andemar's recovery is mainly due to the strategy of focusing on sports performance, rearranging the business and controlling the cost effectively.

Therefore, Yang Chaoyue, who joined hands with the lack of motion genes, had to say that it was surprising that it could be regarded as an attempt by Andrew in the direction of entertainment. However, it is worth noting that, unlike previous Zhu Ting brand image spokesperson and Zhang Lanxin women's training spokesperson's clear identity, Andemar in the official propaganda, at present is only the position welcome yang to surmount "joins the" to the "the delta horse", this relative fuzzy status description, may deduce, the peaceful horse currently uses to Yang surpass may be more cautious.

Despite the lack of motion genes, Yang Chaoyue's traffic star is worth the attention, topics and direct sales that he can bring to the brand.

At present, the operation of all sports brands in China to entertain stars is in full swing.

Although Nike did not play the role of spokesperson for entertainment stars, they worked closely with Dongyu Zhou, Wang Junkai and Edison Chan, and many of them took part in their activities. The Adidas spokesmen's camps were Yang Mi, Lu Han, Eason Chan, Yi Rong Xi Xi, Di Ali Gerba, Janine Chang, Janine Chang and Deng Lun; Puma and spokesmen, Jen, and Jo were still working closely together; at the end of 2018, they signed the bulletproof Youth League as the global spokesperson; the ghosts Tigers had their own; Reebok had recently signed up as the brand spokesperson in the Asia Pacific region; the spokesman for Siu in the Asia Pacific region was FILA; and after signing up for the "Khun Ho", he took the contract; lululemon signed a contract with Qu Xiao this year.

Many domestic brands have been concentrated in the past two years. Anta has signed Guan Xiaotong, XTEP has taken Tian Jing, Tan Weiwei has endorsed it, and Lining and the popular show "voice into the heart" have come out of the "cloud friend".

Behind this is the comprehensive occupation of sports brand partners by entertainment stars in the past four or five years. The scope of choosing stars will also be narrower and narrower. After all, there is a limited number of entertainers in the first tier, popular subjects and topics, and now there are not enough choices for the market.

A training director of a domestic sports brand has told loo sports that they have several target spokesmen who want to sign a contract, but because they are in cooperation with other sports brands, they can only give up. He said that for brands, when choosing artistes, they mainly consider image quality and carrying capacity.

For sports brands, the selection of highly popular entertainment stars, especially small flowers and small meat, can attract high flow of stars, and indeed can enhance brand exposure, open or expand the young consumer market. In addition, entertainment stars are closer to athletes than athletes. fashion Trend 。 Not only fans and audiences behind them are willing to pay for such a connection, but in the sports and leisure and sports trend, the public is also willing to pay for more fashionable and fashionable products.

In contrast, signing the top professional athletes requires extremely high cost, while signing ordinary athletes, their voice, attention, topic and brand image are very limited, so for the brand, sometimes the contract artist is indeed a more cost-effective and cost-effective choice.

Of course, compared to the stability of athletes' safety, brand signing artists need to take on entertainment stars and their personal image is changeable. lace Anecdotes often affect the risk of brand image.

At present, there is news that Yang surpass will participate in the activities of Curie China in late June. In Andemar's comment on micro-blog's micro-blog comments, some people have questioned, "why did the Chinese Bank of Kuri ask yang to go beyond? It's not that we don't like Yang Chaoyue. It's very difficult for us to fight for tickets. For this, Andrea official reply: the theme of UA basketball China will be basketball itself, please fans expect sqUAd appearance.

Zhang Lan Xin used to take part in the Chinese line in the library, but she was not a traffic star. The influence and heat of that time were very hard to compare with the current Yang Chaoyue. For Andemar, when the "rice circle" fans join the carnival of traditional sports fans, they don't know how to hit the spark.

Signing the endorser is probably the simplest first step. It is the most crucial and difficult step to use the spokesperson to realize his strategic needs. For sports brand, how to make use of the popularity and enthusiasm of the flow stars and stimulate the purchasing power of fans will not lose their original professional foothold, and control the balance between sports function and fashion trend, short-term sales and long-term brand image. It will be an important topic that determines the brand's future trend. Author: Liu Nanqi