Sharp Cloth Accurately Portrays The Chinese Market Yao Ming Is The Best Brand

With the popularity of foreign famous basketball shoes in the mainland of China in recent years, more and more international brands have turned their attention to this huge cake in China. After ignoring the Chinese market for many years, the famous sports brand Reebok also wants to take advantage of the Olympic Games. In their hands, Yao Ming, a Chinese basketball player with a height of 7 feet 6 inches, is the world's tallest marketing weapon. Last month, shortly after Yao Ming returned to China, Reebok erected a 40 foot tall statue of Yao Ming in Wangfujing, the most prosperous commercial area in Beijing; On Tuesday, Yao Ming's Olympic limited edition shoes will be sold in 800 stores in Reebok mainland. In addition to these, you can also see Reebok's huge posters in major cities across the country, and see Reebok's new advertisements on mainstream TV channels... In short, Reebok will use all-round marketing methods to promote Chinese customers. "This year, there will be a world competition, that is, the Olympic Games. In addition, with such a big man as Yao Ming, I think this year is a golden opportunity for us to explore the Chinese market," said a vice president of Reebok. In recent years, when Nike and Adidas are competing fiercely in the Chinese market, Reebok has focused on the British and North American markets. Therefore, although Reebok signed a contract with Yao Ming as early as 2003, Reebok has always ignored the development of the brand of Yao Ming, so many people mistakenly think that Nike is Yao Ming's sponsor. After Adidas acquired Reebok in 2006, it resolutely pushed Reebok to the Far East market, which created the current pattern. Reebok has failed to develop in the United States in recent years. Due to the vigorous development of the Chinese market, it has strengthened its determination to implement the "Far East Plan". At present, Reebok is opening a new store in two days in all large and medium-sized cities. This year, the company invested 14% of its revenue in the Chinese market, far more than 10% in previous years. Although the mainland cake is very attractive, it is not so easy to get the ideal piece. Until last year, in the eyes of many Chinese sellers, Reebok's brand status was far less than Nike and Adidas. Many sellers positioned Reebok sneakers as bargains, which is really not a good phenomenon. "Adidas and Nike are far ahead of us, and we can only strive for what belongs to our brand in the Second Corps," said Dave Michele, vice president of Reebok Asia Pacific. It's up to Yao Ming. In order to welcome this summer's Olympic Games, Reebok has creatively printed the pattern of the Chinese dragon on Yao Ming's new sneakers, while also giving it new meaning. Yao Ming wrote in an e-mail: "This shows my pride in the motherland. As Reebok did this time, they hope to mobilize all Chinese people to cheer for me and my success." In addition, Reebok's new slogan "FuelYao's Unlimited Power" also reflects this. Reebok believes that this sense of national pride will bring new chemical reactions to ordinary Chinese people and the Reebok brand, so as to encourage more fans to buy Reebok products. "He is a national treasure. He is a young man who goes out and gets success without forgetting his Chinese roots. His influence is far beyond the stadium," Michele said. "For us, he has brought a new brand into people's lives." But things are not as simple as Reebok's plan. There is more than one sponsor behind Yao Ming, Many people even have to reflect for a while before they think of Reebok. Before that, they were more likely to blurt out names like "Coca Cola" and "Visa". However, Reebok said that its investment in the Chinese market in recent years has paid off. According to Reebok's latest statistics, Yao Ming's personal website has exceeded 5 million hits; The sales volume of Reebok's new stores in the mainland has doubled in the past year; 18% of customers linked Yao Ming with Reebok brand, while this figure remained at 14% earlier this year. "Other brands that sponsor Yao Ming have previously invested huge funds and carried out multi-dimensional media publicity. To some extent, Reebok is far behind," said a senior consultant of Shanghai Sports Marketing Company. Last week in Shanghai Ganghui Square, 16-year-old Xu Jiahua saw Reebok stores in the square with many stores, but he had a star in mind: Kobe Bryant of the Los Angeles Lakers, the MVP of the NBA 2007-08 regular season. So he went straight into the Nike store and bought a pair of Kobe's signature shoes. "I like Yao Ming, but Kobe is also good at playing. He is the best player in the NBA," said Xu Jiahua.