Times of the Olympic Games after entering, a hot tennis agitation is in sporting goods industry abruptly sweep, especially this year the beginning of the year, how to stamp a sticker biddy bay net Yang Kewei of one elder sister is strange, more push this agitation to peak.
In contention of this tennis resource, li Ning signs Yan Zi\’s shadow, the figure that the Hong Xinger in each big tennis match overcomes also appears a body again and again. At present, of market of domestic tennis sports \” 3 sufficient tripartite balance of forces \” force is main already shape. Why more and more Chinese sports brands in succession resource of encroach on tennis? The personage inside course of study is analysed, how to step, this action meaning is in Li Ning promote oneself integral brand image, accelerate internationalization process; And Hong Xinger is overcome is to realize poor dissimilation to manage, to make \” Chinese tennis sportswear has the first brand \” try hard continuously.
How to step, Li Ning is about to borrow tennis to promote comprehensive campaign brand image further
On January 18, 2009, 2009 match of vole of the first WTA — , during Australian tennis makes public contest to be about to pull open big screen, how does China\’s banner sports brand step announce and Yilianna Yangkeweiji of player of tennis of woman of world rank first (Jelena Jankovic) the autograph is made an appointment with, develop woman tennis market hand in hand.
According to introducing, how to step assembled force of top design research and development: The United States designs group and Japanese design group, two groups give full cooperation, for Yangkeweiji the quantity designed match shoe and match clothing personally, blend in many Chinese element in the product, the sportswear that makes Yang Kewei strange has Oriental aesthetic feeling and fashionable feeling fully.
This autograph is indicating about how to step had the world the most top class tennis resource, how does the mainest strategy item step after tennis project will become basketball, how to step will roll out product of series of Yang Kewei strange prefectural commissioner\’s office, it is chance with this strong march woman tennis domain.
Come so, how to step will be based on some no longer kind on confine foundation, the tennis domain that moves to boomtown is extended, can promote oneself the image of comprehensive campaign brand further from whole. And tennis itself serves as a kind of fashionable symbol, slant Nancy colour, the basketball that can change with male of lay particular stress on is formed complementary, borrow this to attract a female to consume a group, the path sports of Beijing key manages Zhang Qing of CEO of advisory limited company to think.
If want brand of date from country to be used to the go ahead of the rest of tennis resource, sex of the look up before Li Ning is provided more it seems that. Be in early on September 9, 2007, li Ning company has been mixed ATP (federation of tennis of international man profession) well-known player Liu Bixi is strange (Ivan Ljubicic) the autograph is made an appointment with, become ATP partner. The near future, li Ning is the Yan Zi below day price autograph more.
No matter be how to step, still be Li Ning, increased pair of tennis resources investment. Its purpose points to continuously all-around image of brand of promotion country integrated movement, what the hope equips through moving to tennis is professional model on proceed with, toward home respect of image of comprehensive campaign brand expands. Hu Zhonghui of CEO of orgnaization of medium of sports of Beijing advantage international is evaluated so.
Meanwhile, the tennis in compatriots eye is moved for the noble by the definition, more Euramerican and popular fashion moves, resource of domain of tennis of have the aid of, accelerate brand internationalization process then.
Diversity of product of gram of grand star Er changes \” curvilinear break out of an encirclement \”
At the beginning of 2009, how should step, Li Ning is signed in succession make an appointment with tennis to star, when those who pull open China of bay net contest to make is prelusive, gram of grand star Er sponsors Shanghai ATP Great Master successfully also 1000 matches, become 2009-2013 year Shanghai ATP Great Master partner of dress of 1000 contest government. This is the sponsor that domestic movement brand becomes ATP1000 match first, hong Xinger is overcome will hand in hand ATP is confused for tennis people bring an another tennis ball regale.
With how to step, Li Ning models image of brand of motion of put together example to differ somewhat, devote oneself to to make Chinese tennis sportswear have the Hong Xinger of the first brand overcomes a purpose to seek a breakthrough on tennis project, make distinguishing feature, set foot on the way that brand difference changes at the beginning, model the internationalization brand fixed position of oneself ceaselessly with tennis sports.
\”Regard the whole world as the 2nd big ball games, hong Xinger captures the development perspective that values tennis sports to be in China all the time, began to sponsor many tennis match 2005. \” the standing vice-president Wu Rong that Hong Xinger restrains a group talks according to the gentleman, popularize an activity through sponsorring tennis match and other tennis, the trademark that Hong Xinger overcomes is well-known spend and consequence got great promotion, education had a batch of faithful clients, gram of grand star Er also develops the most professional tennis sport in making domestic movement brand to install equipment provider. In the selection activity that faces countrywide consumer, hong Xinger overcomes tennis shoe to be seleted 3 armour successfully, become the most welcome tennis sneaker in consumer heart.
\”Did not come 5 years, gram of grand star Er will be in with ATP the respect such as market activity and promotion of development of professional tennis product, brand, match promotion spreads out all-around collaboration. In the meantime, gram of grand star Er will begin a series of tennis ball that have masses base to surpass issue activity with the organizing committee, top class players have constituent tennis enthusiast and world network world 0 distances contact. \” Wu Rong is illuminated divulge.
Whether can the gram consider an autograph to make an appointment with tennis to star about Hong Xinger, wu Rong is illuminated express \” won\’t follow suit blindly \” . \”Gram of grand star Er is having perfect tennis to develop the strategy, include to sponsor match of tennis of international high end and promotion tennis sports to wait a moment. The autograph makes an appointment with a kind of method that tennis star is sports sale only, but not be only measure, gram of grand star Er develops the foundation need and real case, whether is the decision signed make an appointment with international star of top class tennis. \” Wu Rong ordinarily.
The key depends on enhancing product power \” experienced good exercise to benefit the internal organs \”
The promotion that is in China as tennis culture of nearly two years develops, and two big tennis the air plant of top class match, especially the turning point that the Olympic Games brings to tennis sports, drove domestic tennis crowd quickly. The number of squares that occupy an official occupies not complete count, at present the whole nation has population of 800 much tennis, and growing every year with the speed of 15% .
In the meantime, of tennis sports itself idiosyncratic — , a kind of decorous gent moves, clever, sunshine, healthy, illicit is close, become the recreation, platform that makes friend, wide suffer the masses to chase after hold in both hands, more the vane that becomes healthy, recreation, fashion.
Then, more and more China brands are grasping the market perception of acumen, begin to intervene in a large-scale tennis resource domain, this was to foreknow the development potential with tennis market tremendous future.
But, not be to pass an autograph to tennis stars or sponsor tennis match about, contact can simply together through advertisement general brand and tennis, this kind of correlation is to compare simple, segment of such easy also generation are short of break. Zhang Qing expresses, tennis is right of the product professional the demand is particularly high, no matter be professional tennis or spare tennis.
\”Rely on only have tennis resource, can not make tennis sports itself arises to agree with a dot effectively directly with the brand. Because tennis is right sportswear equipment demand is particularly high, so, should not pursue frame having a flower, should dedicated the promotion at oneself product strength, the key depends on \’ experienced good exercise to benefit the internal organs \’ , yield through be born accord with as quality as tennis product, combine the sports drive of tennis cheek by jowl, such tennis talent and brand emerge true stickiness. \” Hu Zhonghui thinks.
Besides, zhang Qing returns a proposal, the enterprise should pay attention to star of sports match, tennis, brand 3 person interactive platform. For example, use tennis match such PARTY, what reflect a brand adequately is idiosyncratic, strengthen the direct linkage with consumer, different company should achieve different yield results according to different project. For instance, can pay close attention to the market of careless root tennis, teenage tennis sports is a right project.