Is There Any Chance For Anta And Lining To Win The Battle For Shoes?

Today (July 8, 2019), tiger channel, basketball media Su Qun and other channels released information, Anta has seriously joined the battle of behalf of Zion. And in May this year, Lining basketball executives and the Zion team negotiated the news of the outflow, there were also suspected of their shoes designed for Zion "sonic 7 generation" photo exposure.

According to the exclusive news from the United States, Lining's determination to get to Zion is the strongest. Their offer is 10 years and 250 million dollars, while Anta's bid is short and the total amount is close to 100 million dollars. The two quotations are leading in all quotations. Lazy bear testifies to Lining and Anta. They have no specific statements about this data for the time being.

Since the beginning of the year, Zion's competition for basketball shoes has been very lively. According to the report of Nick DePaula, a ESPN footwear expert, in April, he received 6 contracts, including Nike, Adidas, Andrew, New Balance, Puma and Anta. According to the latest news from tiger tiger, there are 9 sports brands competing.

Sonny Vaccaro, a 79 year old Sonny Vaccaro, signed Michael Jordan's first sneaker contract while he was in Nike. He said at the beginning of the contract for Zion, "I think this will be the biggest competition in my lifetime."

Zenan, a strong physique and gifted talent, is regarded as "the next James" by basketball circles. As a champion of the 2019 NBA draft, he has been raising topics and raising concerns.

At NCAA, his Duke University and North Carolina focused on the highest fare to more than $10 thousand. According to Sportspro Media, New Orleans Pelican sold more than 10 thousand season tickets since the election of Zion, and all the tickets for the summer league were sold out. The 35 dollar ticket was 3 times on the second-hand ticketing platform, and some front seats were even sold to nearly $1000.

Before Zion, Andemar signed Currie and gradually rose in the basketball field. Jordan Brand released Leonard, giving New Balance infinite possibilities to return to the basketball market.

Under such circumstances, it is hard for Nike to allow itself to miss the next superstar. After Jordan, Kobe and James, whether Nike or the basketball market, there is no definitive next generation head card successor. The newly elected MVP Yannis Antocumbo (alphabet), from the current personal signature shoe harvest market reaction, needs to further prove itself.

Zion, 19, is regarded as the future leader in the basketball world. For brands other than Nike, it will be possible to change their status in the basketball market and influence the brand's fate.

At present, the most popular brand in China is Lining.

For Lining, along with Wade's retirement, it is obviously not enough to rely on such a spokesman as CJ. He urgently needs high quality and fresh blood to inject new vitality into the brand, product and marketing of basketball business.

Since last year, the success of Lining, the representative of China's national tide, has made Lining's momentum flourishing: in 2018, Lining's revenue grew by 18.4%, for the first time, it broke through billions of yuan to 10 billion 511 million yuan, net profit increased 38.8% to 715 million, gross margin increased 1 percentage points to 48.1%, and cash flow rose 44% to 1 billion 672 million. They announced a profit announcement in the first half of the year, saying that net profit increased by less than 440 million yuan compared to 269 million yuan in the same period last year. The growth rate was astonishing "over 160%".

Even so, the $250 million offer in 10 years is still unbelievable. The average annual cost of US $25 million (about 172 million yuan) is two times higher than the average contract price of Zion and Pelican for 44 million 200 thousand years in the 4 years. The number of this shoe contract is not only far more than Anta gave Thompson (10 years 80 million dollars), Wade (average annual price is about 10 million dollars), it also left Harden and Adidas's average annual contract of about 15 million dollars behind. In the current open shoe endorsement contract, it is only behind James's annual price of 32 million dollars.

In contrast, Lining spent 1 billion 90 million yuan on marketing promotion in 2018, which means that Lining is willing to spend 16% of the company's marketing promotion fee in 2018 on Zion's annual endorsement fee.

This is not the first time Lining has thrown a big hand. According to ESPN, in the process of chasing the alphabet in 2017, Lining sent an endorsement fee of more than ten million dollars a year. He could also pack and sell shares and give away stock. The alphabet initially accepted such a sincere offer, but eventually the new force Nike chose to match the offer, and Lining regretted losing it.

Compared to the alphabet, Lining has another advantage over Zion, which is "close to the water". At present, Zion has signed a brokerage agreement with CAA and has hired Austin Brown and Lisa Joseph-Metelus as its own agents. They are all members of the Wade brokerage team and have promoted the signing of Wade and Lining. They are familiar with Lining's history, personnel, products and so on, and have a good communication basis, which may give Lining extra points.

For Anta, the pursuit of Zion will more or less take into account the strength changes brought to Thompson after injury and the players' trading.

With Thompson going to miss most of the new season's injuries due to injury, and with Durant's departure, the strength of the warriors will be greatly reduced. Erwin's leaving the nets will make Anta's Celtics, another Gordon Hayward signing player, also face tough times. The lineup will be only the Middle East level.

After successfully betting Thompson, the warriors have entered the finals and won the three time in the past five years, which makes Anta basketball marketing enough material and attention. Now, with the gradual collapse of the warrior Dynasty, Anta basketball needs new stars to enhance their playing space, resist risks, and bring brand new growth point.

In the battle of Zion, Anta also has its own advantages. They excavated Thompson before he really hit the mark and built a successful product line around him. This is a good case to touch Zion.

For all brands, the signing of Zion naturally faces the test of whether the "00 after" champion can really become a NBA superstar. After a huge amount of money is betting, if Zion suffers serious injuries and performance is not as good as expected, it will be a great loss to the brand. Therefore, the details of the endorsement contract will also test the wisdom of every family.

In addition, in view of the target of Zion, there is still a challenge for all brands. According to the survey data released by Duke University, Zion is 2.01 meters tall and weighs 129 kilograms, while Lebron James, who is similar to his height, weighs 113 kilograms (2.03 meters). In the case of similar height, Zion has weighed 16 kilograms more than James. Under such circumstances, Zion can still finish the action of the penalty line, so that the unusual physical quality of history will bring challenges to the technology and products of all kinds of shoes. It needs to be flexible and well protected, and must be strong enough.

In the high-profile Duke vs North Carolina focus battle, Nike PG 2.5 sneakers at the foot of Zion were trampled on after a ball turn around and were injured, which caused Nike's stock price to evaporate more than 1 billion 100 million US dollars in second days.

For Anta and Lining, their main sneakers are mostly in the future. It is also a great challenge to support Zion's high intensity competition in NBA from two technologies and the current mainstream shoes. For the brand, Zion wears a lot of problems with its own sneakers. His high concern will result in the negative consequences of the brand. For Nike, such negative effects may increase their desire to sign contracts. Because when Zion and other families join hands, some people may be regarded as distrust of Nike products, so perhaps Nike will prefer to use the products signed after the elimination of players and market concerns.

For Anta and Lining, the biggest advantage is not only the offer, the sincerity and importance of the stars, and the most important signature shoes and the sales division behind them, but also the weapons to achieve the goal - especially in the case of Nike's signature shoe players, who are more and more cautious about the signing of new signature shoes.

At present, Nike has signed shoes for five active players, including Lebron James, Kevin Durant, Carey Owen, Paul George and Janis anto. After winning the 2018-19 season's regular season MVP, Nike officially launched the signature shoe Zoom Freak 1 at the end of June, which was originally planned for the alphabet to play in the playoffs, but eventually missed the tickets. At present, the $120 signature shoe has not caused a particularly loud noise on the shoes and social platforms.

Nike and Adidas played an important role in the University of Zion and high school respectively. The former was a sponsor of the Zion University team and the latter was a sponsor of the Zion high school team. After being injured in Nike shoes in February, Zion was sitting on the sofa wearing a full Adidas sportswear in Instagram Live in March. Outside the driving range of Duke University, he often wears Adidas sports shoes.

In the short season of the summer league, Zion wore Nike, and on the floor he wore Puma. A wide range of brand shoes should be tested and some contracts and quotations will be imposed on other brands. This is a smart way for the right choice party to adopt.

Andmar, who already owns curi and Nebid, and New Balance, who has Leonard and is relatively slow in basketball shoes technology and production, may not necessarily have a strong interest in taking Zion. But Puma may need the most urgent demand in the second camps brand. After all, though they have some new talent and veteran, they still lack a burst point from their attention and reputation to match their strategy of returning to basketball.

And whether Nike has the desire and determination to create signature shoes for them will become the focus of the battle. After all, as the global leader in basketball field, when Nike comes up with trust and sincerity, other brand contracts may match, so the choice of Zion can be much easier. More and more brands will also increase Nike's sense of urgency. At the same time, it is possible for each brand to increase its attractiveness by raising contracts.

James was signed by Nike for 7 years and 90 million dollars before the 2003 draft. Durant entered the alliance in 2007 and signed a contract with Nike for 7 years, 60 million dollars, and a 12 million dollar signing award. Without regard for inflation, the contracts signed by Zion are likely to exceed those figures. Since 1984, a total of 9 rookies in NBA have their own signature shoes, excluding Renxo Bauer and their own BBB in 2017, and the last one is James in 2003.

When James and Durant signed the first sports brand contract, only 3 brands were seriously chasing. With the increasing number of brands in the basketball market, and the strength of Chinese sports brands, the situation of brand looting in Zion was created.

The latest news from lazy bear sports is that the Zion has completed negotiations with all the competing brands, and the quotations are basically in place, making the final decision in the coming days. This time, will there be a Chinese brand that laughs last?