Anta Spokesman Scola Opens 2013 China Trip In Beijing

< p > a batch of NBA stars row "China line", leading the fans to catch up with idols in the scorching sun. At the same time, the NBA stars of China's major brands seem to fall into some stereotype and stereotype, and even have caused some fans' fatigue.

In the past, this marketing strategy made great contributions to the domestic and foreign brands in the basketball market competition, but excessive homogeneity led to this kind of activity more like a "chicken ribs".

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< p > < strong > sports brand < /strong > /p >

< p > < strong > successive NBA China row < /strong > /p >

< p > Anta, PEAK and Lining have invited their NBA players to come to China to carry out activities in China. This is also a major attraction of the summer holidays which began in July.

Of course, Nike and Adidas from the international brand camps will also send their "Hua Dan" to China to promote the Chinese market, and the Chinese market has become an indispensable battleground for them.

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< p > however, in addition to the previous "a href=" //www.sjfzxm.com/news/index_p.asp "> Beijing" /a ", Shanghai, Guangzhou and other first tier and second tier cities, with the promotion of the strategy of big channel sinking, this year's NBA China line has come to the three or four line city. Following the 2013 PEAK NBA Star China trip in Beijing, the lorry from NBA Raptors went to Inner Mongolia Wuhai, the steppe hinterland, and carried out the second stop of his PEAK NBA Star China trip.

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There was a drizzle in Wuhai on the afternoon of July 3rd, P. However, fans of PEAK came to the scene outside the WAN Lian's store. They all wanted to see the style of "cannon" and even wait for rain to wait for lorry to sign up for sale.

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< p > before, George Hill, another NBA star of Taizhou, flew to Taizhou. When the Taizhou municipal government organized thousands of people to run and start the municipal basketball match, Hill and PEAK chairman a href= "//www.sjfzxm.com/pioneer/" > Xu Jing Nan < /a > came out together, hoping to promote the local basketball culture with the help of PEAK China.

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< p > not only is interaction with fans, these stars also undertake the important task of promoting products for brands.

As the starting point of Lining's 2013 China trip, the Wade meeting will throw out the heavy concept of Lining's "Wade road" and formally launch Wade's Road products.

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Parke, together with the designer of PEAK research and development center in Beijing, unveiled his exclusive boots for the new season. The new TP9 boots will be embroidered with Parke's personal LOGO for the first time and equipped with the latest development of PEAK and the biomechanics laboratory, a dual energy technology, a revolutionary sole technology based on the principles of human mechanics and the distribution of the force distribution of P.

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< p > < strong > "chicken ribs" basketball marketing < /strong > < /p >

< p > since 2007, when NIKE first invited its basketball stars to China to meet with consumers, the NBA basketball star Chinese line seemed to be out of control. Every summer, all brands borrowed NBA stars' basketball China line.

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< p > in this respect, PEAK sports appears to be more specific: the "NBA stars China line" team that has lasted for many years is becoming more and more huge. PEAK has become the caravan full of NBA stars.

Xu Zhihua, PEAK sports CEO, said: "PEAK hopes to build a platform for the dissemination of basketball culture with the NBA top stars through the annual PEAK Star China trip."

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The word "platform" in the words "P" almost covers the original intention of all sports brands as the basketball star China Bank: NBA basketball China line is actually an interactive platform between brand and consumers. "Two"

The quality of PEAK < a href= "//www.sjfzxm.com/news/index_x.asp" > basketball shoes < /a > has been verified by the top players in the NBA world. PEAK's professional image in basketball has been strengthened and its sales performance is excellent.

In this platform, using NBA resources, PEAK can maximize the resources advantages of basketball field.

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Similarly, NIKE, Lining and other sports brands also have the same interest demands. P

A public relations agency employee of a sports brand said, "take James as an example, where all the tickets were fry."

While James's war boots were priced over 1000 yuan, they were sold out of stock.

So judging from the earnings of the sports Brand Company, the appearance fee is negligible compared with the huge profits brought by the sales of basketball shoes.

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< p > however, with the deterioration of the overall economic environment in China, especially in the changing consumer attitudes, NBA basketball China bank, which has spent a lot of money, still has its influence on brand interaction, but it is difficult to play a substantial role in sales.

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< p > Hou Lidong, the industry insider, said that for the comprehensive sports goods brand at home and abroad, basketball products have the characteristics of high consumption and so on. The high added value produced by a set of basketball product sales is what every brand wants to get. It is also the real intention of so many brands to do things every year to please the consumers.

"But now that the consumption environment and habits have changed, it is no longer possible to improve sales volume simply by simple interactive activities. If only such activities are used as brand marketing microphone in the basketball field, it seems to be a" chicken ribs "in brand marketing.

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< p > < strong > need continuous and innovative < /strong > < /p >

< p > of course, along with the simple recognition of many brands in the country from the simple cognition of that year to the famous brand nowadays, the continuation effect of NBA basketball activities in China can't be underestimated. "One-off commercial activities, like Carnival activities, are very lively, but there will be no lasting effects. Sports marketing should take the combination of sports and technology products and sports development as an effective consideration, and then the commercial effect will come naturally, but it is not born at a time point."

Zhang Canrong, a marketing expert, thinks that Anta, PEAK and Lining's "China business" has become a mature case in terms of how to excavate NBA star resources.

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< p > but now the NBA "China line" is falling into some stereotypes. Formalization and formalization are serious. Chinese basketball needs more than just some form of performance, a prize, or a picture with the fans.

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< p > "one day, half a day, or even half an hour of interaction is like Dragonfly water, which can not really meet the needs of brand and consumers in depth interaction, especially in the NBA basketball China travel activities such as planning activities have gone through many years, stars, brands and consumers are beginning to feel tired."

Hou Lidong said.

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"P >" homogenization "activities once again let brands fall into the marketing camp for basketball market competition. What we need more is a form of activity innovation.

For example, we can consider holding regular youth basketball training camps in China, or taking professional basketball training as a discipline to establish a long and high level basketball development foundation - although these are not instant results, I believe this can help local brands build deeper foundations for their own brands.

Hou Lidong said.

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< p > the industry believes that having such a scarce sports asset of NBA basketball stars will help establish the emotional connection between the brand and the target consumer group, and is an important asset of the brand.

But on this basis, enterprises should make product experience in place and enhance the adhesion between products and sports stars.

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< p > Hou Lidong suggested that while looking for more innovative forms of basketball activities, enterprises should do well in internal strength, and use stars and technology to "lift" their brand influence, so as to enhance the overall competitiveness of the brand.

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