The Competition For Sports Brand Basketball In China Is Becoming Increasingly Fierce.

Yesterday, just a lot of money to sign Howard soon PEAK can not wait to start the "Howard PEAK China line", which will not only add a perfect shot to PEAK's China office, but will also open up a new era of PEAK's "star strategy".

This is only ten days away from the NBA champion Clay Thompson, who has just left the front foot. The Anta's heavy NBA star has just pushed Anta's "China trip" to a climax this year.

In the summer vacation just ended, throughout the domestic basketball market, NIKE, Lining, Anta, PEAK and so on have staged a gorgeous NBA star lineup in China. Its ambition behind the huge basketball market in China is clearly visible.

According to the insiders, in the face of relatively mature basketball market, how should domestic sports brands base themselves on all basketball resources, get out of the differentiated marketing routes, truly earn enough money to shout and fill their wallets?

In the process of pushing forward, we need to think and explore them.

Enthusiastic about NBA's domestic sports brand reburning the basketball market

Last weekend, the eight all star player Dwight Howard officially joined the PEAK camp.

For PEAK, this is a landmark signing, and PEAK's "star strategy" is about to start a new era.

It is reported that the endorsement fee exceeds 100 million yuan, plus stock options and income sharing, the total contract price is 150 million ~2 billion yuan.

This announcement is not surprising, but this is also a NBA heavyweight star joining the Chinese sports brand after Lining signed Wade.

In fact, as early as the summer vacation, some netizens took the lead in playing the role of Houston rockets All-Star center Dwight Howard, which is about to conclude the sponsorship contract with Adidas and sign the Chinese brand PEAK.

The news was subsequently confirmed by PEAK's internal staff, and PEAK will also launch exclusive combat boots for Howard, which is expected to land in the NBA arena next season.

In fact, in order to recruit Howard, PEAK CEO Xu Zhihua even personally led the team to visit Houston.

He said, at that time, Howard actually had many families.

They were all in contact, but he shook Howard with PEAK's sincerity and every detail, and finally succeeded in earning his income.

At this point, PEAK's basketball spokesmen team has added a senior general. Currently, the basketball spokesmen on the PEAK official website are Tony Parker, George Hill, Chase Budinger, Karl Landry, Meyers pram, beno Judy and julson.

It also represents PEAK's successful attack on the marketing of star strategy, and it has undoubtedly dropped a heavy bomb on the domestic basketball market.

This is only about ten days away from Anta's blockbuster NBA star Thompson China.

In August 26th, Quanzhou received the attention of local media and fans as Thompson's China office.

It is reported that in February of this year, Thompson officially signed a contract with Anta to become the newest member of Anta's "priceless" team.

After completing Thompson's signing, Anta's priceless team gathered a super ball team with "Thompson, Garnett, Rondo, Parsons and Scola". This star team is not only a star teacher on the court, but also the top allocation of NBA resources for Chinese sporting goods brand.

After signing the contract, Anta built his exclusive brand for Thompson, and provided the basketball fans with high cost performance for the most basketball fans under the strategy of "strength without price".

Thompson fans in China and even domestic basketball fans can benefit from it.

Of course, this summer, boiling in the domestic basketball market is not only the two NBA superstars.

Chen Xin, the 2013 grade design department of Quanzhou light industry Career Academy, can not help but sigh that this summer, all the big stars gathered, NIKE joined hands with Kobe to perform a basketball reality show, and Lining's "Wade" trip can also be described as the wind and fire.

According to the briefing, at the end of July, "WOW with Wade" ended up in Guangzhou. This grand gathering is not only a thank-you gift from Lining to Wade, but also marks the perfect ending of the 2015 Lining Wade China trip.

It also stares many people who cast doubt on Wade's way three years ago.

After all, three years ago, the value of the contract signed by Wade reached US $100 million, which pushed Lining, who had just won the CBA resources at that time. But now, from the reflection of Lining basketball market, Lining's brand fortress on the basketball resource board is getting stronger and stronger.

"Star + fans" earn profits and gain eyeballs

In a sense, Howard's involvement in PEAK's "star strategy" makes PEAK's marketing strategy more obvious in the basketball market.

It is reported that after ending the partnership with NBA China in September 30th last year, PEAK launched the marketing "star strategy", that is, by signing more star players and top events, creating star strategy of "star players + star events + star products", opening up a new marketing model.

"In the mobile Internet era, the star effect is being magnified worldwide," PEAK sports CEO Xu Zhihua said in an interview with relevant media.

PEAK's plan is to sign at least 1 NBA All-Star players or the American dream team star players before the NBA season starts, and invest 200 million yuan in the next few years to enhance product development and design, so as to maximize the star effect.

Now, signing Howard is just the beginning of "star strategy".

In fact, thanks to a series of effective marketing strategies, in the past 7 years, PEAK has won the first basketball market in China for 6 consecutive years and has become a sponsor of the third largest NBA player.

However, with the continuous development of PEAK's internationalization strategy, the Chinese sports brand recognized by the industry has begun to make different calculations.

According to PEAK's first half of 2014 earnings report, its brand tentacles have entered more than 80 countries and regions in the world, and the international market revenue increased by 68% from the first half of last year, reaching 290 million yuan, accounting for 22.6% of total revenue.

According to the definition of economics, PEAK has become a truly global enterprise according to the definition of economic circles, said Zhang Qing, a well-known sports marketing expert.

The industry believes that the domestic basketball market competition has already entered the scramble for resources.

The substantive stage.

With the rapid development of the basketball market, the basketball culture has sprouted and sprouted gradually, and the consumers' concept has gradually matured. The competition of the domestic brands from the original professional resources has already entered into the way that every businessman can make use of the star's attention and attract more consumers to pay attention to their own brand, so as to achieve the effect of earning both eyeballs and taking profits simultaneously.

At the same time, Anta's "strength and invaluable" basketball strategy has been successful. "Whether it is signing NBA stars or becoming a partner of NBA, it will help improve Anta's share in the Chinese basketball market, increase consumers' sense of belonging to Anta basketball, and is also an important means to lead the Chinese basketball market in three years."

Xu Yang, general manager of basketball department of Anta Sports Products Limited, said.

"Strength is priceless" means that strength is not measured by price. It provides consumers with the most professional, reliable and powerful basketball equipment, and at the same time enables the masses to afford it.

The ultimate strength is to promote basketball and let more people participate in basketball.

Xu Yang said that national basketball shoes let Anta win a wide range of youth market, so that all basketball fans can afford to wear the same equipment.

Caters to the 90's to strengthen the online interaction ground gas brand more suck powder

As the originator of basketball market development, Nike has been holding NBA Athlete Tour activities every summer since 1997.

From early David Robinson to today's Lebron James and Kobe, NIKE will visit China every summer with its own top stars, all over the country's large and medium-sized cities.

Now, with the maturity of China's basketball market, especially after Yao Ming's entry into NBA, domestic sports brands have begun to enter the international market gradually. Lining, Anta, PEAK and 361 degree have signed many NBA players, and have been playing the role of king of basketball. They have various professional basketball resources endorsements.

If the domestic brand has the potential of encirclement and suppression of international brands, it may be a bit of a fool's dream in the past few years, but now it has become a reality.

Insiders say that although the international brands such as Nike and Adidas have been severely tested by Chinese brands, they still occupy the dominant position in the Chinese basketball market because of their popularity and awareness of brand recognition.

Although domestic brands have great potential to encircle international brands, they will not really change the pattern of basketball market without signing a few stars.

It is especially necessary to point out that because of its main competitive price strategy, domestic brands are more market share in the two or three tier cities.

The market of the first tier cities is still firmly in the hands of international brands, which is why the stars of domestic brands need to rush to the two or three tier cities for publicity.

"It is not that China can not afford high-end basketball shoes, but to develop adaptive products and seize the basketball market according to the market characteristics of consumers.

From another point of view, we do not necessarily sell basketball shoes, but we attract the attention of the majority of fans by using star fame, and attract more fans from the marketing level to become consumers and drive the sales of products.

Hou Lidong, the industry insider, said that PEAK's cooperation with Howard probably didn't consider the sales of sports shoes at the very beginning, but hoped to further develop its brand through the influence of Howard and rockets.

The original intention of leading enterprises to sign a superstar is not simply to sell shoes, but to sell brands and sell culture.

"Nowadays, with the fading of Chinese basketball stars such as Yao Ming and Yi Jianlian, the heat of NBA begins to turn cold in China.

As the "90's" become the main force of basketball products consumption, these consumers who are accustomed to obtaining first-rate information from the Internet through the Internet will not react to the similar stars' visit to China as they used to be, so long as they are a NBA player.

Li Yinduan, director of Public Relations Department of PEAK (China) Co., Ltd.

This is the first thing Nike has noticed.

They are trying to play some new tricks in China and try to find a close connection with emerging consumers. Since 2014, Nike and AKQA have made a NBA reality show called "Rise".

In the open media, Nike said, "the basketball game has become the foundation of the mainstream values culture, just as the United States and Britain have shown in running and soccer events.

What Nike basketball does in China is to create a kind of local basketball culture in China by organizing activities to bring the experience of combining foreign sports and culture to China.

Therefore, grounding gas is very important.

In fact, domestic brands are also changing to integrate more depth interaction and experience into every star meeting.

It is reported that after signing Howard, PEAK will officially form the PEAK Sports & Howard fans club spark society to strengthen online interaction between micro-blog, WeChat and PEAK+ communities, and build a common circle of fans around the world.

In this regard, the industry believes that in the future, which brand can be more popular in the country, more fans, who is likely to clamour for the domestic basketball market.