NBA Several Major Sporting Goods Market Reshuffle

Recently, the news about NBA's "marriage change" has been booming in the industry. After PEAK confirmed the rumors to the media, Anta finally unveiled the mystery two days ago for this marriage. In fact, from CBA to NBA Over the years, the commercial battle on the basketball court has never stopped. The "Romance of the Three Kingdoms" that I sang on your side has accelerated the reshuffle of the sporting goods market. Lv Zhenzhen, morning paper reporter

　 Marriage: integration of competition and brand

On the afternoon of October 13th, a strategic cooperation conference between Anta Sports Products Limited and the American professional men's Basketball Association (NBA) was held in Beijing. At the scene, the two sides jointly announced the launch of Anta NBA joint brand products and carried out all-round cooperation in the brand, league matches and basketball promotion. The rich content can be seen as the most significant since the cooperation between NBA and Chinese brands. It is noteworthy that Ding Shizhong, chairman of the board of directors of Anta and CEO, "the first Chinese basketball market share in three years" has aroused great repercussions in the industry.

Unlike NBA's last collaborators, Anta's cooperation with NBA is not only a simple title, but also involves NBA activities, brands, culture, basketball promotion, products and so on. Anta executives are "unprecedented", including the development and sale of Anta NBA joint brand products, the operation of NBA independent brand products, the development of NBA basketball culture, and the promotion of China's youth basketball business.

This reporter has learned that authorized merchandise is the biggest highlight of this cooperation. It covers Anta NBA joint brand merchandise, NBA independent brand merchandise and Anta NBA joint store and authorized store, and so on. This also means that domestic consumers can buy NBA products and NBA teams of their teams at any time through Anta's terminal stores and online authorized channels.

"Anta is the leading sports brand of China's most potential sports market. It has amazing achievements in every field of sports and has rich product and promotional experience," NBA official said. It is in line with NBA's market strategy to cooperate with Anta, which is not only conducive to the further enhancement of NBA's influence in the Chinese market, but also enables us to see a lot of market opportunities. I believe that the cooperation between the two sides will have a profound impact on the development of China's basketball industry.

　 Fierce fighting: from CBA to NBA

As for the contention of basketball match resources, all brands are from CBA to NBA.

Back in 2012, as Anta and CBA contracts are about to expire, Lining, Nike and Anta launched a new round of competition for CBA sponsors this year. Finally, Li Ninghao threw gold into the new "CBA only designated sports equipment" sponsor, the contract period is 5 seasons, the contract amount is 5 seasons 2 billion yuan, equivalent to 400 million yuan per season. Such figures were described by industry experts as "sky cakes" at that time.

In 2006, NBA signed a 11 year contract with Adidas, with a contract value of US $400 million, equivalent to 2 billion 523 million yuan, averaging 230 million yuan per year. In the past six years of cooperation between Anta and CBA, in October 2004, Anta joined CBA in three years or around 60 million yuan. In 2006, Anta renewed CBA, and the annual sponsorship fee rose to around 40 million yuan. According to legend, Nike's initial offer to compete is only RMB 80 million yuan per season. Lining and CBA signed a high price contract at that time, the industry also set off a "no match" argument.

Due to a series of strategic mistakes, Lining, who had won the CBA at a high price, fell into a dilemma in the past two years. Lining, who initially announced a rational exit, replaced Mr. Lining as a new sponsor of China's national gymnastics team two years later, and later announced the signing of NBA as a new strategic partner to start a new layout in the basketball market.

Although Anta did not disclose the amount of the contract signed with NBA, the news from the insider of journalists in the industry was informed that the annual "billion yuan sponsorship fee". After Anta announced its new partnership with NBA, PEAK also declared that the end of its cooperation with NBA China does not mean abandoning the market, but will change its marketing strategy. In the future, PEAK will continue to work with NBA stars to launch a new marketing strategy of "Star" to maximize the star effect.

"Anta's cooperation with NBA is not a bad thing for PEAK. The world is big enough, and the market is big enough for Chinese brands to compete in the international market. A series of investments made by Chinese brands over the past years have also seen the great potential of Chinese enterprises abroad "." NBA Xu Jingnan, chairman of PEAK, said in an interview with reporters.

　 Fight for hegemony: do you win basketball?

In fact, after Yao Ming entered the NBA to drive the basketball fever in China, the pattern of "basketball players get the world" in China's sporting goods market has been continuing.

A few years ago, Lining's top brass complained to Li Yuanwei, who was the head of Basketball Association at that time. The best selling basketball equipment in Lining was basketball shoes. It was a pity to lose the CBA league position. To this end, two years ago, Lining spared no money to grab the position that CBA had long forgotten, and signed NBA star Wade in the same year to further consolidate the status and market share in Chinese basketball. Lining played a leading role in the basketball market.

Anta's revenue figures after sponsoring CBA are impressive. According to the data, in 2004, Anta worked with CBA for the first time, when Anta had a turnover of 310 million yuan a year, and by 2011, the figure reached 8 billion 900 million yuan. In 2006, Anta renewed CBA, and the annual sponsorship fee rose to around 40 million yuan. At that time, the industry generally believed that Anta, whose wings were not full, was taking huge risks, but the opposite was true. utilize Basketball After improving the popularity of this major product, other sports products produced by Anta have also been recognized. Undoubtedly, Anta has laid a place in Anta's sports brand in China.

Just a few years after Anta signed CBA, PEAK has also achieved remarkable results in its revenue by becoming a strategic focus of NBA's official partners and NBA stars. Through past cooperation, PEAK has been ranked first in China's basketball shoes market for 6 consecutive years, and has become a sponsor of NBA third players.

From PEAK, Anta to Lining, from CBA to NBA, we can see that the domestic sports brand attaches great importance to the basketball market. From sponsoring basketball matches to signing a series of teams and players, they also have a great taste. Nowadays, with Lining getting into trouble, the "Three Kingdoms" in the basketball market has gradually evolved into a Anta and PEAK Association. However, Anta will become the first basketball market in China. It is not only domestic brands but also the two international brands of Nike and Adidas.

Li Yuanwei, former director of the basketball center, once said that there are about 300 million basketball fans in China, most of whom are 15 to 24 years old. There is no doubt that competition for young people is a matter of the future of basketball market competition.

The huge basketball market in China potential Naturally, let NBA look at it. For the NBA global market, the Chinese market accounts for about 1/4. People here love basketball, and more than 1 billion 300 million of the total population and a large number of basketball players are an important foundation for the development of NBA. Mark Barak, vice president of NBA and director of international development department, also said in an interview with the US dunk magazine last year that China and Spain are the two most important overseas markets of NBA, especially China, which is the most developed and mature overseas market. Some people in the industry have told reporters that China's basketball fans are more than 300 million, more than the total population of the United States. Who does not covet such a big piece of cake? It seems basketball will remain the most important strategic point in the domestic sporting goods industry for a long time.