Yao Zhi Team: The Internationalization Road Of "Yao Ming" Brand

No one will pay attention to sports or news.

International brands need international platform

If brand is consumer cognition, positioning is the process of organizing the brand to consumers.

Proper positioning is the key to brand building.

When Yao Ming was in China, we did not find its commercial value. But after NBA, it was charming. It was not a panacea but a proper positioning to make Yao Ming a rising sports star.

Yao Ming, as a new player from abroad, withstands pressure from NBA and works quietly. The image of continuous progress is like pouring fresh air into NBA, which is refreshing.

With the help of brokers, Yao Ming was a young, promising, diligent, responsible young man in a series of commercials that he received. Yao Ming did not do anything that did not conform to this image.

It is precisely under this precise positioning idea that Yao Ming, with the help of NBA "red man", took the advertisement of domestic first-class or international first-class companies including apple computer, VISA credit card, Sohu network, China Unicom, Pepsi beverage, MIG mobile phone short message, SORRENT mobile games and Reebok sneakers, and became a "McDonald's uncle" recently. This series of actions not only set a distinct image for Yao Ming, but also effectively enhanced Yao Ming's popularity and commercial value.

International brands must be mainstream products.

Yao Ming's personal representative, Mr. Zhang Mingji, said: "the first contract signed by Yao Ming is very pertinent to the star card company and Yao Ming brand. Yao Ming's interests are long-term, and Yao Ming's value is also long-term.

So it's not money that can be done. Yao Ming's brand will never be overwhelming; the business prospects of Yao Ming's brand are limitless, but the contracts signed by Yao Ming in the recent period are definitely brand oriented, not Chinese first-class or world-class brands, and no matter how much money Yao Ming will not sign.

Nowadays, the image of Yao Ming playing Taijiquan has become a household name in the United States, and advertising films such as "Yao Ming sitting on a bunk bed" on ESPN TV are becoming more and more popular.

In order to protect the name "Yao Ming", the "Yao Ming group" has applied for nearly 30 categories of "Yao Ming" brand names, including sporting goods, sportswear and sports shoes, at the China Trademark Office.

In addition, Yao Ming brand also has high-tech products, electronic games, drinks, food and so on.

International brands must enter the international mainstream market.

Yao Ming's value to sponsors lies in his special status across the two major markets of the US and China.

The United States has the most developed commercial operation system, and China has the largest consumer population. When Yao Ming went to the ocean to appear in the NBA arena, he became the link between the two big markets. This special status is irreplaceable by other Chinese players or American players.

For American consumers, Yao Ming is an unprecedented image of the East.

Compared with most NBA players, Yao Ming's character is more introverted, including NBA official in the production of advertising videos, also specially shot Yao Ming shooting Taijiquan.

This mystery, coupled with the decent image of Yao Ming himself, is rather rare in the American professional sports circle, so it has high commercial value.

As for Chinese consumers, with the rise of living standards in recent years, there is often a desire for international recognition in their subconscious.

So when Yao Ming succeeded in being regarded as the Supreme Court of basketball, NBA's subconsciousness was largely satisfied, which brought great popularity to Yao Ming and enabled the sponsor to succeed with his personal image.

The result is that Yao Ming, who takes the Chinese and American markets, can get tens of millions of dollars in high sponsorship fees.

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International brands need persistence.

Yao Ming is an example for Chinese athletes. There are too many places for others to learn, that is, more gym.

When Yao Ming went to NBA just now, he was as thin as a monkey. But five years later, he saw Yao Ming as strong as King Kong. This change is mainly due to Yao Ming's constant physical training.

In addition, Yao Ming's successful experience in shaping his image is especially worth learning from enterprises.

Yao Ming's first arrival in NBA was not smooth sailing. He first entered the NBA with the champion, but at the beginning of the season he went through a low ebb. When many people thought he was going to retreat, he silently withstood the pressure from many sides and made more efforts to open up his new field step by step.

In the face of the media, Yao Ming's witty and witty answer definitely makes you wonder that this is a young man who only deals with basketball everyday. No wonder Americans exclaim Yao Ming as the cleverest athlete.

In terms of image spokesperson and business cooperation, Yao Ming is definitely superior.

From Apple computer, VISA credit card, Sohu network to China Unicom, Pepsi beverage, MIG mobile phone short message, SORRENT mobile games and Reebok sneakers advertisements, he is not afraid of hardships, and has been going on for 7 years.

From the company he has worked for many years, we can see that no enterprise will reduce Yao Ming's value or popularity. On the contrary, it is precisely because of cooperation with related enterprises that Yao Ming's popularity has been further enhanced.

International brands need to be hammered out.

Yao Ming is very opinionated and intelligent.

In 2006, after Yao Ming's fractured bone, he took full advantage of his recuperation and kept looking for ways to solve his opponent's defense. His mood was more stable, his offensive means were more, and he would take advantage of his 2.26 meters.

Of course, Yao Ming pushed more and more bumps on the field, and every collision became a hidden danger of his injuries.

Yao Ming fought against such encirclement and suppression, but because of this struggle, Yao Ming made greater progress and brought more surprises to people. At the same time, Yao Ming saw his future value. With the increasing economic activity surrounding Yao Ming's star effect, Yao Ming began to plan his own brand management career.

Yao Ming has a spirit of indomitable and indomitable spirit, which is also true leader temperament.

In NBA, Yao Ming's biggest rival is shark O'neal. When he was confronted with O'neal, when did he see Yao Ming being upset over to admit defeat? No, not once! When O'neal had recently fought with him, Yao Ming showed a fierce look that allowed O'neal to look at each other.

This spirit is applied to brand management, making Yao Ming brand soaring all over the world.

In addition, Yao Ming constantly improve their internal quality, work hard in every detail, and build up the brand management mode of Yao Ming with all kinds of hardships.

Zhang Mingji said: "Yao Ming is the most persevering player I have ever seen. Chinese players are not only one of his players abroad, but he is not the best one in terms of physical quality and economic mentality. But only today he is still based on NBA. How can overseas players who have no experience in the United States play such a success in sports and brand management?

International brands need to borrow strong media.

Yao Ming himself can be regarded as the most valuable sports brand in China. In 2006, when Yao Ming was injured for the three time, he could not participate in the competition for a long time. The sponsors must be unhappy. The reason why the sponsors didn't want Yao Ming to stop was because of the need for continuous communication.

For example, when sports brand sponsors, Yao Ming's brand LOGO can be continuously disseminated at any time.

Anta has been sponsoring CBA for many years, and has formed a strong brand influence in China. The reason is that the CBA players on the stage, wearing Anta LOGO clothing, have a lasting and far-reaching impact.

It can not be spread on the field. For Yao Ming, it can also disseminate "Yao Ming" and its endorsement brand through other ways.

For Yao Ming, we should consciously choose some influential and well known activities and actively participate in it.

For example, for example, some public interest donations, initiatives, endorsement activities, Yao Ming can consider participating in the promotion of their brand and endorsement brand reputation.

Similar activities include guiding Chinese basketball players, visiting a certain university and guiding the school basketball team, visiting the brand name enterprises and watching some CBA matches.

They can build people's attention to the "Yao Ming" brand information.

Internationalized brands need systematic operation

Although Yao Ming's basketball talent as a superstar has been fully reflected, it is not only his talent, skill and supernatural charms to excavate the commercial value of an athlete.

Therefore, in order to make Yao Ming's brand image recognized and accepted by fans all over the world, Yao team carried out systematic public relations activities.

At the end of 2003, Yao team commissioned the new product strategy management laboratory of Chicago business school to investigate and evaluate Yao Ming's market development, and worked out a long-term marketing strategy for the operation of Yao Ming brand.

Since then, many enterprises have come to invite Yao Ming to become their brand spokesperson. Yao team has made a cautious choice. Finally, VISA, credit card, apple computer, Pepsi Cola and Reebok are lucky to be selected.

Yao team manages Yao Ming as a brand, establishes the characteristics of Yao Ming brand, adopts a systematic and gradual market development strategy, and gradually makes the brand value reach the maximum.

The short-term strategic objective is to establish the status of Yao Ming NBA's "future star" and spokesperson. The long-term goal is to make Yao Ming a spokesperson for pnational corporations in the world.