Tracking Yao Brand Market &Nbsp; Whether Butterfly Becomes A New Topic.

Recently, the topic of Yao Ming's retirement has swept the whole shoe industry.

In the past, with the retirement of the little giant, is the "Yao Ming" brand that has been built up in more than ten years gone to extinction or is it reborn like Phoenix?

Hard "Yao brand" growth path

The growth of a person's life is a difficult process in itself.

It is a great chance to succeed from an unknown person to a high-profile public figure.

Yao Ming, like a product, has gone through a process of brand building. The sweat and hardships that flow between him and himself are most clear to him.

Advertising understanding of brand is an intangible asset, which is distinguished from other competitors such as name, color element, image, meaning, etc.

We know that, as long as products and brands are spared, they will experience growth, development, maturity and extinction.

A successful brand can continuously expand its maturity and maturity through the operation of the enterprise, and it will also achieve the super vitality of the enterprise or brand.

Before 1998, the little giant was famous in the local area.

Tian Li Li makes "Yao brand" leap.

Yao Ming's real life change was NBA in 2002.

Before Yao Ming entered NBA, China's national team had two players into NBA, Wang Zhizhi and Battelle, but they were obviously poor in the strong forest of the forest of NBA, and Yao Ming's selection was in front of him to quickly adapt to the NBA play and the integration of different countries and ideas.

It is necessary to talk about the draft of NBA. NBA sends out a large number of scouts every year to watch and choose players from different countries.

What is the purpose?

Quite simply, it seems to add more new people to NBA and realize the long term development of NBA.

In fact, for better business operation, NBA is known as the most successful sports alliance.

NBA looks at Yao Ming's purpose. First, Yao Ming does have the advantage of height and development potential. Two, Yao Ming and other Chinese players in NBA will win a lot of TV broadcast fees and other sponsorship fees for the NBA alliance. Under such favourable conditions, Yao Ming began his NBA journey.

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Similarly, in NBA, Wang Zhizhi's development path is completely different from Yao Ming's.

The reason why I analyze the deep reason is that Yao Ming knows better how to build his body.

First, Yao Ming knows how to thank the state (without thanking the country for fear that there will be similar incidents of Zhou Yang). He knows that he is a country trained and his roots are in China. So the biggest difference between Yao Ming and brother is the difference between brands.

Everyone knows that in the NBA competition, training intensity, physical exertion is also reasonable, and by the time brother has arrived at NBA, perhaps the shelf is big, the arrangement of the country sometimes can not satisfy one by one.

Yao Ming always listened to the call. During his career in NBA, he actively participated in the world championships and Olympic Games during the NBA holiday, contributing a lot to the development of Chinese basketball.

Secondly, he knows how to publicize himself. Yao Ming himself has said that no matter how busy he is, he will try his best to satisfy and attend public welfare activities, such as organizing charitable events with his influence, setting up the Yao fund, promoting the activities of the Chinese skeleton library, publicizing the image of the City and so on.

These public welfare activities have created a lot of publicity for his brand image, and the shaping of his reputation is obviously successful.

Third, Yao Ming is very clear that he can succeed. Besides his own efforts and superb skills, the support of hundreds of millions of fans has made him the meat of the NBA alliance. Yao Da Shu is a thread on the roots of hundreds of millions of fans.

Imagine a towering tree if it despises its roots, then it is not far away from death. Yao Ming has no airs, so that most fans can find their appreciation points and sustenance on him. This has also achieved the popularity of "Yao brand", which is like having a vast market for products.

Fourthly, Yao Ming's outstanding performance in NBA made him the pride of Chinese and became China's

Decommissioning: brand extinction or Nirvana rebirth?

As Yao Ming retires, will the "Yao brand" die out or rebirth of Nirvana?

In the Jordan era, I used to be a loyal fan of Jordan, and I never dropped MichaelJordan's every game.

With the retirement of Jordan, the author has lost interest in NBA. The author appreciates Jordan not only because he has super first-class skills and the innate personality charm which is born on him, but also that Guan Jian has a strong physique in Jordan, which is like an enterprise beating in the Red Sea, and a strong enterprise can compete against rivals until victory.

At this point, Yao Ming is obviously regrettable, because in the extremely intense NBA competition, the body was injured, more than once missed the season competition, and finally had to leave the field because of the pain, in a sense, "Yao brand" has quietly come to a close.

But on the other hand, although Yao Ming announced his retirement, his influence brand value still exists.

He left the basketball match, but he did not leave the basketball. It can be said that basketball has done everything for Yao Ming: honor, wealth, prestige, image...

He will return to basketball in another way as the boss of the basketball team.

With his international influence and the guidance of his rich experience in playing field, Yao Ming 2 and Yao Ming 3 will emerge.

From this point of view, "Yao brand" has been reborn.

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Where should the brand of endorsement go?

Yao Ming's own "Yao brand" has brought a lot of advertising endorsements to him. He has earned a lot of endorsement fees. According to incomplete statistics, Yao Ming has endorsed nearly 20 commercial brands, such as Reebok, Coca-Cola, McDonald's, China Unicom, China Life Insurance, Apple Computer and so on.

After Yao Ming's retirement, his influence in the international arena will be weakened, so the endorsement of international brands will be affected.

And at home, his influence will continue.

I have participated in the planning of star endorsement activities and the preparation of the contract. I believe there are similar provisions in the signing of the endorsement contracts between merchants and Yao Ming. However, the author should remind businessmen that business interests are important, and that the behavior of companies who are in a bad position is also disregarded by consumers.

Such incidents occurred in Liu Xiang, a fellow townsman of Yao Ming, who had previously endorsed more than 20 brands. But as Liu Xiang returned from the Beijing Olympics, China Mobile, Erie, China Post and other endorsement businesses had to rebrand their brands and dissolve the advertising picture, making people miserable. Only in this crisis did they not be influenced by the mundane and so-called advertisements, and continued to use Liu Xiang's endorsement. Instead, they won the emotional respect and brand affinity of the consumers. With the success of Liu Xiang's comeback, she finally won the victory of the endorsement crisis.

Similarly, the persistence of Shan Shan is also in the crisis of Yao Ming's retirement.