Lining Pformation Breakthrough Signing Wade Basketball

In the past month, NBA stars have come to China to collect gold and China.

The news of brand signing is endless.

After the news that Lining will sign a contract in a few days ago, Wade recently released a photo of his new shoes on his personal platform of Instagram, and Wade also tagged the number "1010" on the photo of Wade.

The two Arabia figures mean October 10th, and today, Wade, who is following the team's China game, will sign a contract with Beijing sports brand Lining in China.

Wade has uploaded photos of his new shoes at micro-blog, and has his own elements everywhere: the toe has the word "WADE" and the shoelace is also "W".

After holding hands with Wade, Lining will become the first signing player in the history of Chinese brand.

For Lining who has just signed a contract with CBA and is rebuilding the brand, Wade will undoubtedly make his basketball sponsorship strategy more complete in Pyramid.

Complete the marketing layout of "local league + top players".

For a long time in the past, Li Ning Co, which appeared in newspapers, always had news of some companies having problems.

In July 5th, the Li Ning Co announced that Zhang Zhiyong had resigned as chief executive and appointed TPG partner of private equity fund Jin Zhenjun as executive director and executive vice chairman.

Before hiring a new chief executive, the company's business will be led by Lining, founder and executive chairman, and vice president Jin Zhenjun. Lining will focus on external affairs, while Jin Zhenjun is mainly responsible for the internal affairs and operation of the group.

Before, Lining had been in seclusion for 15 years.

In the 2012 China Daily,

The company said it began a series of reforms in 2011.

In the first half of this year, Li Ning Co has reduced more than 900 stores and its dealers have been cut to 52.

After winning the exclusive sponsorship of CBA for five seasons, Lining signed NBA superstar Wade. In sports marketing expert Zhang Qing, it seems that with the return of professional sports as the goal, CBA and NBA will become the best combination of basketball marketing. "In the middle of this year, Lining will change the brand, focus on the core business and resources, choose basketball as a breach, and spend huge sums of money signing CBA.

The core of professional sports sponsors depends on the appeal of the stars. From the perspective of resource layout, if we can sign such a heavy star like Wade, Lining's basketball sponsorship strategy in Pyramid will be more complete. This is a reasonable choice.

Yang Yi believes that using a huge, long contract to sign Wade is also a valuable thing for Lining. "On the one hand is the brand image, signing a prosperous player, and other Chinese brands have not done so to enhance the brand image.

The children get a pair of Wade, which is not inferior to Nike's Kobe, Lebron, and Adidas's Loasby.

The most important thing is the ability to sell. Now that the local brands are in recession, after signing Wade, is it really helpful to the sales terminals? There is no doubt that Wade will be of great help. "

It is reported that Wade's Lining products can appear in stores in November.

Usually, orders are two quarters ahead of schedule, which means that Lining has been planning for a long time in signing Wade.

"Lining has signed CBA and Wade, and the two should be combined.

CBA is a scarce resource, which is helpful to brand promotion and dealer's confidence, but CBA is a slow resource and must be nurtured slowly.

At the moment, Lining is not only about the promotion of influence, but also in urgent need of cash.

In combination, CBA promotes brand influence and has a significant impact on brands in the long run.

In the short term, from the speed of producing effect, sign a heavy star to solve the problem that CBA can not solve.

Yang Yi said.

At the end of the month, there are super stars signing China brand.

As Zhang Qing said, Lining signed Wade, which is in line with public expectation. "Many netizens fans' comments are expecting local brands to break through low-level competition. Lining makes such an important resource acquisition, and confidence in the market is a good improvement. It has enlightenment for the whole industry: focus and strategic clarity, not a hammer on the east side, not a simple and rude sign of a star to drive sales, but to give way to a continuous strategy with corresponding resources thickness.

Now Lining has CBA resources to support the city's sports marketing, and star support. If the middle end can match the youth development system, then equipped with R & D, this combination will be very complete.

In the past, many local brands signed stars, but people didn't play with your shoes. Lining could offer stars not only money but also brand image.

Now is the competition of integrity and value chain. Under the condition of the local sports market downturn, more and more enterprises can learn from Lining and get inspiration from Lining: make overall efforts to enhance brand value and realize the pformation of value growth mode.

Yang Yi believes that Lining's approach will be of reference to other local sports brands, "this is the natural result of competition, and also the process of Chinese brands upgrading themselves internationally.

We all need to understand each other slowly, and there are various possibilities. "

It is reported that at the end of this month, there will be a heavyweight player and China.

Signing.