Sports Brand And Sports Stars: All Want To Cross, Who Can Be Born?

"Love the house and the black" is an idiom familiar to the Chinese people. In sports, it has gradually penetrated into the national life and is expected to become a new middle class lifestyle today.

In the first ten years of twenty-first Century, China's sporting goods market was developing rapidly.

Among them, the rapid rise of local brands represented by Lining and a number of Jinjiang brands such as Anta, Jordan and PEAK has attracted considerable attention.

In addition to crazy channel expansion, sponsoring stars and sports events become a tool for promotion.

From Anta's bet on Kong Linghui's endorsement to Lining's signing of O'neal, local brands frequently advertise bombing on CCTV, the biggest open platform in China. The marketing tactics of "celebrity endorsement +CCTV" are popular, so that CCTV5 has been dubbed "Jinjiang brand channel" in a few years.

The latest example is that the previously unknown local sports brand Lu you quickly signed up with NBA star Nash.

Since Yao Ming landed on NBA, the Chinese market has ushered in the rapid expansion of NBA, which has made NBA stars an unprecedented influence in China. Therefore, the brands have cast their eyes on the special group on the other side of the ocean: the average height and average wage in the world are the highest sports stars. After changing into a gorgeous coat in the international market, they attack the domestic market.

But every month is full of losses.

As we all start to aim at sports stars and CCTV's big platform, new problems continue to follow in the process of copying.

On the one hand, heavyweight sports stars and high-end sports resources are scarce. The international giants (such as Nike), which occupy the commanding heights, are firmly controlled by rich financial resources and strong brand appeal, forming a situation of "wolf meat and less meat"; on the other hand, when local brands choose to sign stars, they lack self-awareness and consumer insight, have tactics and no strategy, can not establish their clear brand image in the process of enhancing brand awareness, and consumers' brand cognition is vague.

In fact, if the brand lacks clear positioning and distinct individuality demands, the high recognition degree of the signing stars can not provide effective support for the shaping and accumulation of the core value of the brand. On the contrary, it may hurt the gradual establishment and clarity of the brand image due to the change of spokesperson or the decline of influence.

As a leading brand in the industry, Lining resolutely launched the brand remodeling project in 2010, and strongly promoted the shaping of brand personality. This is the pioneer of self crossing. Despite the recent decline in share prices due to "closing shop turmoil", it is too much to see that the process of brand new generation is inevitable.

Coincidentally, Jordan, the rising star of Jinjiang enterprises, has spent too much money and energy on competing for expensive and risky core sports stars, but has directly strengthened the internal relationship between the brand and sports spirit.

Based on the consumer insight and brand evolution, the brand new "Beyond yourself" is also launched to rebuild the brand image of professional sports.

Since then, the choice of sports resources and promotion strategies have also been followed up. The corresponding signing cost has become an investment in accumulating brand equity because of clear objectives and clear objectives.

From a certain point of view, brand choice and use of celebrity endorsements are like two people falling in love. You only have to locate who you are and what you want and focus on the target, so that you can really find attractive love.

The behavior of big money or bad behavior will eventually pay for its shortsightedness.

To achieve the goal of upgrading the brand, everyone should have a dream. However, if we can get the freshmen, we need to refine the internal strength and do our best.