Lining Rush To Sign New Star Turner's "Rookie" Road

October 08, June 24, 2010, Nike , Adidas , CONVERSE On the list of reserve spokesmen for sports brand predators, there is another rookie: Evan Turner. On this day, the 22 year old boy from Chicago took the lead in the NBA draft Convention and admitted to the 76 Philadelphia team.

This time, however, the predators were disappointed. In August 23, 2010, Turner signed a contract with Lining, a sports brand from China. This is the first time that Chinese sports brands have been confronting international alligators for the first time in the market. However, Lining's gamble is just beginning.

　　 Lining "Gambling"

When Evan Turner signed a contract with Li Ning Co to China, experienced people would think it was a false news. Although there is no conclusive evidence, Lining will be able to use hype marketing.

In 2006, there was news of CONVERSE spokesperson and NBA star, Wade, who returned to Lining. Even if Wade finally went to Nike, Lining's affair with Wade was also a hot topic for sports fans.

In 2007, Nike spokesperson and NBA emperor Kobe also made a scandal with Li Ning Co.

However, with similar hype marketing, it is also the frustration of Chinese sports brands. Compared with Nike, Adidas, CONVERSE and other international brands, Chinese companies are struggling with financial strength and NBA accumulation. Therefore, a more desirable marketing method is that although Lining has never signed a string of stars such as Wade, Kobe and Yao Ming, Lining seems to have been entangled with them in the minds of consumers.

The reality is that the spokesmen for Chinese brands such as Lining and PEAK are mainly dusk stars. The so-called "Twilight", that is, in the late sports career, has endorsed several brands before, and was eventually abandoned by the former brand. Their advantage is that the price is more reasonable, and is popular in China of "superstar desert". For example, Lining signed Shaq O'neal, Byron Davies, PEAK signed Jason Kidd, Anta signed Steve. Although the stars of these old stars are fading, the lean camels are bigger than horses, and every time they come to China, they can still attract thousands of eyes.

This time, however, Lining wanted to change his way of thinking and rush to sign a new star Turner. Li Ning Co spokesman Ao Wenlong said: "although there are no news agencies in the country, the United States has confirmed it." It is reported that Li Ning Co and Evan Turner signed a six year long contract, the new season will be wearing the new Lining boots, and to participate in Lining's marketing in the United States.

What prompted Lining to take the road of "gambling rookie"?

Spokesman rule

Since 2007, the Li Ning Co has landed in Boston, the United States for the North American market, and has signed the second superstar Byron Davies to build momentum.

But Li Ning Co soon discovered that they were wrong. The American habit of choosing a sports brand is whoever likes the spokesperson. Like Kobe, James, Wade, Howard most people, so they have the largest sales volume, a line of shoes when playing superstar shoes may be a hundred times the evening star.

In the relationship between star strength list and Jersey sales, excepting Ross exception, the players in the hearts of fans are much more popular (the strength list is scored by experts and fans), and the sales of jerseys are much more prosperous. In fact, the correlation between the two players is as high as 90%. But there is a special case, Yao Ming is deeply loved by Asian fans, although the sales of shirt sales are not in the top ten, but the endorsement fee for Reebok is the top ten.

In a mature market, the general logic of sports brand marketing is to make use of the fascination of professional market and professional athletes to influence ordinary consumers. The success of Nike and Adidas followed this iron rule. Obviously, if Li Ning Co wants to open up the North American market, it must sign a big star.

But the problem is coming soon. If we sign Kobe, we should at least exceed the price of $3 for Nike in the past 42 million years, and still have to pay tens of millions of dollars in liquidated damages. Besides, Kobe wore Nike shoes for a long time. Maybe he didn't want to change shoes at all.

Then, the price is cheap, do not pay the penalty, and do not pick shoes, only the best in the rookie. More importantly, in May 2010, Evan Turner signed agent David Falck.

This is what Li Ning Co dreams of. Falck is Jordan's agent, and it is Falck's operation. It is the first time to prove how red the spokesperson is, and that the sales volume has a lot of sports brand marketing principles. {page_break}

It was still in 1984. Nike, which has never signed any giant star, is in bad operation and is deeply in bankruptcy. At that time, Jordan, who was born in the first place, was also depressed. Although she was fond of CONVERSE and Adidas, she was not to be seen by the other side. However, Falck discovered this treasure. He made the name of "flying man" for Jordan, and then got the endorsement contract of Nike.

Later, as we all know, with the flying Jordan gradually becoming the God of the basketball world, Nike's "flying Jordan" series of products also flew up and went all the way up to the sky and captured the throne of the world sports brand from Adidas. The endorsement contract is worth only 250 thousand dollars!

Obviously, an important reason for Li Ning Co to choose Evan Turner is to bet on the commercial potential of Turner. At least NBA's best broker has chosen him: maybe Turner will not become Jordan, but Lining intends to replace Nike.

The question is, can Lining win? Everything is possible.

Lining's abacus

Choosing a spokesperson is a gamble in itself. A superstar spokesperson can contribute to brand sales. But if the spokesperson makes a "big mistake", the blow to sales is also fatal.

In NBA, this phenomenon is more common. Data show that more than 60% of NBA stars will be penniless after retiring, which in itself indicates that NBA stars are easy to make mistakes. The most typical case is Kobe. In 2003, Kobe's "rape case" almost made all endorsement brands back. Undoubtedly, the most hurting of them is Nike. They signed the highly anticipated "Jordan successor" with just 45 million dollars, but they had to endure the pain and set up Kobe to "freeze" until two years later.

In fact, among the ten major sex scandals in the US sports arena, NBA stars dominate the top four and take the top three. There is another interesting phenomenon: Jordan is a representative of all the beautiful words in his career, and his marriage is regarded as a "paragon of alliance". However, Jordan's success has revealed that he often lingers with the tiger Woods, but he is 8 years earlier than Woods. You can imagine how ugly Nike looks in the whole divorce lawsuit.

It also illustrates the fact that stars often fail late, but are not too easy to make mistakes in the rookie stage. Studies have shown that married stars are more likely to have peach news and sex crimes, and only the core of the team may be the organizers of cannabis activities.

Evan Turner obviously can assure Li Ning Co that he has not married or become the core of the team. He is just a rookie. Moreover, the age of 22 has reduced his risk of committing another type of "error", which is injuries.

The injury is a nightmare, and the Li Ning Co has suffered a lot. O'neal is already a Twilight star signed by Lining. His playing personality makes it still commercially plastic at the age of more than 30. However, in recent three years, O'neal's injuries have greatly reduced his playing time, which means that the exposure rate of the brand has dropped dramatically.

To sum up, if we take full account of the value and risk of the spokesperson, we can draw a five dimensional map of its factors according to skills, influence, plasticity, health and morality. The potential of the rookie Turner in a balanced and balanced development may not be much worse than those of the emperor.

More importantly, Turner's growth coincides with the business expansion of Li Ning Co's North American market. "This is a bet."

Whose chance?

As a newcomer, no matter how Turner develops, his growth will attract attention from all quarters in the first and second years of his career. He will have a good exposure rate. He will have a great chance to participate in the NBA all star weekend. Li Ning Co in the North American market is just expanding, and it does not need to spoil the "king of popularity" at all costs.

If Turner is playing the role in the new season, he will soon become the core of the team. From third years, he will become a star and give 6 years' contract. Lining undoubtedly picked up a big bargain. Then, in 2013, Li Ning Co should make bigger marketing moves, and the two echoes can play a huge impact, which is similar to the marketing effect of Jordan and Nike in those days: "like flying people, buying Jordan shoes".

Similarly, if Turner is proved to be a "parallel product", then Li Ning Co will only pay a relatively small cost to sign a rookie, and it will not work. Obviously, because of the unknown number of the rookie, the gamble chosen by the spokesperson has a new way of playing.

Perhaps Lining has prayed secretly: I hope Turner will not learn nude photos of Auden (2007 NBA draft champion).