In 2018, the domestic sports brand entertainment will be intensified Date: 2018-01-11 14:52
Core Tip: Looking back on the past 2017, it can be said that it is the year of the outbreak of Chinese sports. According to the statistics of the ticketing platform, in terms of the number of sales of the sold items, compared to 2016, the sports events in 2017 have
Looking back on the past 2017, it can be said that China’s sports broke out. According to data from the ticketing platform, in terms of the number of sales of items sold, compared to 2016, the number of sports events in 2017 has increased by 480%, making it a down economy. In a dazzling landscape. In fact, China's sports industry has entered a new stage of development, in addition to the explosive power of sports events. The total income of the sporting goods industry has also crossed the trillion mark. In the past five years, it has maintained an average double-digit high growth. A large number of domestic sports brands are growing up, and they increasingly have market appeal and influence. It has played an important role in promoting the improvement of people’s lives and promoting economic transformation and upgrading.
Recently, the 2017 third list of the most influential sports brands in the Chinese market was jointly released by the China Board of Directors Network and the China Data Research Center. Nike, CBA, Super League, Adidas, New Balance, Anta, Xtep, NBA China, Li Ning, China Tennis Open and other well-known sports brands among the top ten list.
Looking back at the past 2017, major sporting brands have launched a battle for entertainment stars in the Chinese market, while the brand marketing logic has gradually shifted from a single sports market; sports + entertainment and sports + Fashion, product style has also changed from functional to fashionable, and sports and leisure apparel has gradually become the mainstream of the market. According to industry analysts, new consumer groups are attracted, and fans rely on economic diversion. The battle for sports brand stars will intensify in 2018.
Sports brands and performing stars complement each other
Although entertainment began to evoke many years ago, the cross-border cooperation between the two sides has actually begun. Due to the not-so-perfect mature sports atmosphere in the country and the complicated commercial operation of athletes within the system, compared with sports major countries such as Europe and America, the current volume and commercial value of Chinese sports stars are not as good as those of entertainment stars. This is why sports brands are more willing to choose acting stars when they are doing promotional activities in the Chinese market.
For a long time, sports brands often stick to the traditional way of looking for sports celebrity endorsements and sponsoring sports events. However, in recent years, more and more sports brands have begun to join hands with performing arts stars, moving toward fashion, personality, and chasing trends. With the rise of the mobile Internet, topics, traffic and attention have become more important marketing assessment standards.
Jordan and AJ achieve each other and become a classic
Of course, only traffic and attention are far from enough. From the point of view of sponsorship and endorsement of sports brands, more functional sports products are more suitable for sports consumers, and top events and sports stars are undoubtedly the best choice. Although the sports elements of the performing arts stars are far inferior to those of athletes, the brands are more valued. It is undoubtedly the fans behind the stars and the attention of consumers.
According to Ali’s “Star Consumer Impact Report†published by Ali, only over 400 million people searched on Taobao in July and September this year; the same type of star exceeded the average daily rate. 4.5 million people.
Star fight fierce
At the end of 2017, Adidas’ official Weibo brand announced that Yang Mi has become a brand-new spokesperson for Greater China. At the end of November, Yi Qianlong became a spokesman for adidas neo and a global youth creative officer. He signed Yang Mi again. Adidas signed an intensive traffic star in 2017. It is not difficult to see that in the cooperation with the star, Adidas had a sweet taste.
In fact, in addition to Adidas, domestic and foreign sports brands have seen the huge market dividends brought by the fans of entertainment star fans, and they have already been on the battlefield to compete for popular entertainment stars. Recalling the record of major sports brands, Adidas’s brands include the newly-signed Yang Mi and Yi Qian’s Millennium. The brand’s brands include entertainment stars including Fan Bingbing, Eason Chan, Angelababy, Wu Yifan, Peng Yuxi, Zhang Xiaoning, Zheng Zheng, Guo Caijie, Lin Yun Yun, Zhou Dongyu, Li Yuchun; New Balance signed Huang Zihao and net red star Papi sauce; PUMA selected Yang Yang and Liu Yuran; SKECHERS spokesperson selected Li Yifeng and Tang Yu; Wang Deshun, Yuan Yu, Wu Lei, and Chen Weizhen signed Reebok; UA Selected Zhang Lanxin and so on.
Judging from the current ownership of entertainment stars, Adidas has apparently become the biggest winner of entertainment star competition, and Nike is relatively weak in the distribution of entertainment star resources. According to Cheng Weixiong, a senior observer of the clothing industry and general manager of Shanghai Liangqi Brand Management Co., Ltd., consumption in foreign markets is very rational. Therefore, the spokespersons of Nike and Adidas brands abroad are mainly sports stars, and in the current Chinese market, sports It is certainly fashionable and explosive. In addition to sports stars, many entertainment stars are invited to see how these brands adapt to and cater to the consumer needs of the Chinese market and Chinese consumers.
Domestic brands join
In addition to foreign brands, after seeing the huge revenue generated by entertainment stars for the brand, some domestic sports brands have also joined this battle of entertainment stars.
361 signed a group of high-quality sports stars represented by Sun Yang, and signed contract with Wei Chen a few days ago. The two sides will explore brand-new product design concepts and dissemination and promotion methods from the perspective of cross-border cooperation in sports and music, sports and fashion; Nicholas Tse cooperated and signed the popular stars Zhao Liying and Lin Lin in 2017. Compared to the madness of foreign brands, domestic brands seem more sensible. Anta, Li Ning and other brands still adhere to sports stars endorsement, but also pay more attention to product functionality.
The addition of domestic brands has also attracted some concerns from insiders. Cheng Weixiong pointed out that Nike and Adidas are catering to the Chinese market in order to capture China’s new consumer groups. While retaining old customers and stabilizing the original performance, new passenger flows, resources, and user volume are introduced. However, if domestic brands do this, they must have a good grasp of marketing orientation and brand orientation. Otherwise, they will be questioned about the lack of sportsmanship, too much attention to fashion demand and mass market, and the functionality of sports brands will be relatively reduced.
Trends will intensify
In fact, whether it is Nike, Adidas, or domestic brands such as 361, Xtep, the biggest value of entertainment stars is that they have a huge number of fans, using the fan economy to bring traffic to the brand. At the same time, as a popular celebrity fan; after 90, 95, and even after the millennial; 00 will gradually become the main force of consumer spending in China's retail industry, which is an important factor for major sports brands competing to seize entertainment star resources.
The number of fans in sports and entertainment has a very strong similarity. During the Rio Olympics, many domestic players such as Fu Yuanhui, Zhang Jike, and Sun Yang became the focus of the entire nation. The degree of concern was no less than that of entertainment stars, and it was no doubt given; the sport + entertainment model opened up more ideas. For sports brands, whoever catches the eyes of young people in the fierce market competition, whoever first glimpses the future.
It is undeniable that the advantage of using entertainment stars' fans can indeed bring about certain growth in brand performance. Adidas' financial report for the third quarter of fiscal year 2017 showed that Greater China once again became the fastest growing market for Adidas in the world. In the third quarter, sales of Adidas and Reebok brands in Greater China all achieved a 28% increase. Although Nike's latest report on the second quarter of fiscal year 2018 showed a downward trend in net profit, its performance in the Greater China market continued to increase steadily. Sales in the second fiscal quarter rose 16% year-on-year to US$1.222 billion.
The Chinese consumer market has sufficient spending power during the process of restructuring. Both domestic and foreign brands will be more considered from the perspective of business. This trend of orientation and circling will remain for some time. Cheng Weixiong analyzes that the brand’s popularity eventually Still want to return to the reputation, after the star's timeliness, fans will continue to choose this brand will be a problem. Cooperation with entertainment stars will help sports brand awareness and drainage in the short term, but if it comes from the future and long-term development, it still needs to return to the sport itself. Sports brands must have sportsmanship, functional awareness, and professional awareness. The proportion of sports and entertainment should be well controlled, and excessive entertainment should not be taken for the short-term.
Core Tip: Looking back on the past 2017, it can be said that it is the year of the outbreak of Chinese sports. According to the statistics of the ticketing platform, in terms of the number of sales of the sold items, compared to 2016, the sports events in 2017 have
Looking back on the past 2017, it can be said that China’s sports broke out. According to data from the ticketing platform, in terms of the number of sales of items sold, compared to 2016, the number of sports events in 2017 has increased by 480%, making it a down economy. In a dazzling landscape. In fact, China's sports industry has entered a new stage of development, in addition to the explosive power of sports events. The total income of the sporting goods industry has also crossed the trillion mark. In the past five years, it has maintained an average double-digit high growth. A large number of domestic sports brands are growing up, and they increasingly have market appeal and influence. It has played an important role in promoting the improvement of people’s lives and promoting economic transformation and upgrading.
Recently, the 2017 third list of the most influential sports brands in the Chinese market was jointly released by the China Board of Directors Network and the China Data Research Center. Nike, CBA, Super League, Adidas, New Balance, Anta, Xtep, NBA China, Li Ning, China Tennis Open and other well-known sports brands among the top ten list.
Looking back at the past 2017, major sporting brands have launched a battle for entertainment stars in the Chinese market, while the brand marketing logic has gradually shifted from a single sports market; sports + entertainment and sports + Fashion, product style has also changed from functional to fashionable, and sports and leisure apparel has gradually become the mainstream of the market. According to industry analysts, new consumer groups are attracted, and fans rely on economic diversion. The battle for sports brand stars will intensify in 2018.
Sports brands and performing stars complement each other
Although entertainment began to evoke many years ago, the cross-border cooperation between the two sides has actually begun. Due to the not-so-perfect mature sports atmosphere in the country and the complicated commercial operation of athletes within the system, compared with sports major countries such as Europe and America, the current volume and commercial value of Chinese sports stars are not as good as those of entertainment stars. This is why sports brands are more willing to choose acting stars when they are doing promotional activities in the Chinese market.
For a long time, sports brands often stick to the traditional way of looking for sports celebrity endorsements and sponsoring sports events. However, in recent years, more and more sports brands have begun to join hands with performing arts stars, moving toward fashion, personality, and chasing trends. With the rise of the mobile Internet, topics, traffic and attention have become more important marketing assessment standards.
Jordan and AJ achieve each other and become a classic
Of course, only traffic and attention are far from enough. From the point of view of sponsorship and endorsement of sports brands, more functional sports products are more suitable for sports consumers, and top events and sports stars are undoubtedly the best choice. Although the sports elements of the performing arts stars are far inferior to those of athletes, the brands are more valued. It is undoubtedly the fans behind the stars and the attention of consumers.
According to Ali’s “Star Consumer Impact Report†published by Ali, only over 400 million people searched on Taobao in July and September this year; the same type of star exceeded the average daily rate. 4.5 million people.
Star fight fierce
At the end of 2017, Adidas’ official Weibo brand announced that Yang Mi has become a brand-new spokesperson for Greater China. At the end of November, Yi Qianlong became a spokesman for adidas neo and a global youth creative officer. He signed Yang Mi again. Adidas signed an intensive traffic star in 2017. It is not difficult to see that in the cooperation with the star, Adidas had a sweet taste.
In fact, in addition to Adidas, domestic and foreign sports brands have seen the huge market dividends brought by the fans of entertainment star fans, and they have already been on the battlefield to compete for popular entertainment stars. Recalling the record of major sports brands, Adidas’s brands include the newly-signed Yang Mi and Yi Qian’s Millennium. The brand’s brands include entertainment stars including Fan Bingbing, Eason Chan, Angelababy, Wu Yifan, Peng Yuxi, Zhang Xiaoning, Zheng Zheng, Guo Caijie, Lin Yun Yun, Zhou Dongyu, Li Yuchun; New Balance signed Huang Zihao and net red star Papi sauce; PUMA selected Yang Yang and Liu Yuran; SKECHERS spokesperson selected Li Yifeng and Tang Yu; Wang Deshun, Yuan Yu, Wu Lei, and Chen Weizhen signed Reebok; UA Selected Zhang Lanxin and so on.
Judging from the current ownership of entertainment stars, Adidas has apparently become the biggest winner of entertainment star competition, and Nike is relatively weak in the distribution of entertainment star resources. According to Cheng Weixiong, a senior observer of the clothing industry and general manager of Shanghai Liangqi Brand Management Co., Ltd., consumption in foreign markets is very rational. Therefore, the spokespersons of Nike and Adidas brands abroad are mainly sports stars, and in the current Chinese market, sports It is certainly fashionable and explosive. In addition to sports stars, many entertainment stars are invited to see how these brands adapt to and cater to the consumer needs of the Chinese market and Chinese consumers.
Domestic brands join
In addition to foreign brands, after seeing the huge revenue generated by entertainment stars for the brand, some domestic sports brands have also joined this battle of entertainment stars.
361 signed a group of high-quality sports stars represented by Sun Yang, and signed contract with Wei Chen a few days ago. The two sides will explore brand-new product design concepts and dissemination and promotion methods from the perspective of cross-border cooperation in sports and music, sports and fashion; Nicholas Tse cooperated and signed the popular stars Zhao Liying and Lin Lin in 2017. Compared to the madness of foreign brands, domestic brands seem more sensible. Anta, Li Ning and other brands still adhere to sports stars endorsement, but also pay more attention to product functionality.
The addition of domestic brands has also attracted some concerns from insiders. Cheng Weixiong pointed out that Nike and Adidas are catering to the Chinese market in order to capture China’s new consumer groups. While retaining old customers and stabilizing the original performance, new passenger flows, resources, and user volume are introduced. However, if domestic brands do this, they must have a good grasp of marketing orientation and brand orientation. Otherwise, they will be questioned about the lack of sportsmanship, too much attention to fashion demand and mass market, and the functionality of sports brands will be relatively reduced.
Trends will intensify
In fact, whether it is Nike, Adidas, or domestic brands such as 361, Xtep, the biggest value of entertainment stars is that they have a huge number of fans, using the fan economy to bring traffic to the brand. At the same time, as a popular celebrity fan; after 90, 95, and even after the millennial; 00 will gradually become the main force of consumer spending in China's retail industry, which is an important factor for major sports brands competing to seize entertainment star resources.
The number of fans in sports and entertainment has a very strong similarity. During the Rio Olympics, many domestic players such as Fu Yuanhui, Zhang Jike, and Sun Yang became the focus of the entire nation. The degree of concern was no less than that of entertainment stars, and it was no doubt given; the sport + entertainment model opened up more ideas. For sports brands, whoever catches the eyes of young people in the fierce market competition, whoever first glimpses the future.
It is undeniable that the advantage of using entertainment stars' fans can indeed bring about certain growth in brand performance. Adidas' financial report for the third quarter of fiscal year 2017 showed that Greater China once again became the fastest growing market for Adidas in the world. In the third quarter, sales of Adidas and Reebok brands in Greater China all achieved a 28% increase. Although Nike's latest report on the second quarter of fiscal year 2018 showed a downward trend in net profit, its performance in the Greater China market continued to increase steadily. Sales in the second fiscal quarter rose 16% year-on-year to US$1.222 billion.
The Chinese consumer market has sufficient spending power during the process of restructuring. Both domestic and foreign brands will be more considered from the perspective of business. This trend of orientation and circling will remain for some time. Cheng Weixiong analyzes that the brand’s popularity eventually Still want to return to the reputation, after the star's timeliness, fans will continue to choose this brand will be a problem. Cooperation with entertainment stars will help sports brand awareness and drainage in the short term, but if it comes from the future and long-term development, it still needs to return to the sport itself. Sports brands must have sportsmanship, functional awareness, and professional awareness. The proportion of sports and entertainment should be well controlled, and excessive entertainment should not be taken for the short-term.
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