Sports Brand Skillfully Conquers The Market By NBA "Dongfeng"

Basketball is the hottest topic this summer. brand Inviting themselves to sign contracts NBA When the players came to China to launch the Chinese line, the following activities started a wave of sports frenzy throughout the country, and the marketing war between the brands was also officially opened. Whether strong international brands or domestic brands with strong mainstays, they are scrambling to seize market resources and push brands to new heights of development. According to incomplete statistics, more than 20 NBA stars have come to China this summer, which is almost the sum of all the Chinese stars in the first 10 years. Led by PEAK, Kevin, Sean Battier, Javier Mcgee, beno Udry, Patrick Paterson, and NBA champion champ, have formed a formidable lineup to bring basketball fans to all over the country. The dragon head of the industry has joined hands with Turner to open "2011 - Tony China's strong journey"; Jordan Brand all star players - - -, - - VAD and air - China - the four largest cities in China, to help Jordan Brand 2011 travel. Besides, Anta Jordan, Lu You and other brands are also not to be outdone, inviting spokesmen to China to join this battle of marketing competition.

In recent years, the development momentum of China's footwear industry is very strong, especially the sports brand represented by Jinjiang is advancing by leaps and bounds. With the help of the complete industrial chain, the advantageous geographical location and the developed market environment, it has firmly occupied an irreplaceable position in the domestic market. With the continuous growth of brands, upgrading their influence has become an imperative task for shoe enterprises. Shaping the strategy with internationalization is undoubtedly a shortcut to the rapid growth of brands. As a result, more and more sports brands choose to cooperate with NBA stars, so that the spokesperson can win the championship in the basketball court wearing the brand research and development boots. With the popularity of the players, the popularity of the brand's foreign market can be broadened, and the brand and sports can be combined closely, so that the marketing effect can be achieved twice.

Coincidentally, in the full range of domestic sports brand, shoes enterprises want to make their brands stand out, if there is no unique marketing means, then it is impossible to break through. Especially for those two or three line brands, they will be overwhelmed by waves of brand waves and plunged into crisis. NBA stars have great concern in China. Therefore, sports brand relies on the marriage with NBA stars, which can attract the attention of the market consumer groups to the greatest extent, stimulate and induce consumption, thereby generate purchasing behavior, and cultivate customer loyalty, so that shoe enterprises can win first come performance. In the 6 years of NBA Dongfeng, the sales volume of PEAK, an old brand enterprise, has increased by an average of 80% over the same period, far exceeding that of other competitors. It has great courage to compete with international brands Nike and Adidas.

It is worth mentioning that in the cooperation with NBA stars, sports brand should pay attention to the display of marketing effect, carry out some propaganda with the events and activities, and make full coverage with the help of TV, network and other media. The brand will be bundled with the NBA stars, timely convey the brand product information to consumers, and make every effort to provide consumers with various interactive experience activities, so that consumers can realize the natural integration of brand and sports. Of course, sports brand should also use this cooperation mode as a long-term strategy to convey the deeper connotation of athletes' spirit and brand culture to consumers, so that the brand and market can establish a special emotion to form a fixed preference and lay a solid foundation for the brand. While eager for fame and fortune, the brand must also face certain risks. Because of its popularity, the appearance of NBA stars may lead to the situation of overwhelming users, causing the dilution of brand value and not playing the role of propaganda brand. Or because these stars participate in commercial activities too frequently, the market will produce aesthetic fatigue. The immutable promotion mode has been unable to produce a larger marketing effect.

Of course, the use of NBA stars to enhance the brand's profitability and market share is just a marketing tool. Sports brand should still pay more attention to brand building, from research and development, strategic marketing, terminal channels and other aspects, so that we can get the affirmation of consumers with the image of high-quality brand, and seize the advantageous market strongholds.