Chapter 623 Export to Domestic Sales

The opening ceremony of Feiyue's first flagship store in China is being held in Wangfujing, the capital.

At this time, most of Wangfujing Street was surrounded by water, and most of the people who came here were young people in their twenties, who looked like students from major universities in the capital.

The reason why so many college students are coming is mainly because Kobe Bryant will attend today's opening ceremony.

Before Chairman Yao entered the NBA, the attention of the NBA in China was not high. At that time, the people who paid attention to NBA games were much less than those who paid attention to the fake A-League football.

Especially after the Chinese men's football team entered the World Cup, it has brought a large number of new fans to football, a wave of football fever has been set off in China, and the degree of attention of basketball has also decreased a lot.

Moreover, the NBA game time is the morning in China. For office workers, such game time is obviously relatively unfriendly. In contrast, the fake A-League football is on weekend afternoons, and naturally more people will watch it. .

In China at that time, the groups concerned about the NBA were mainly college students.

Although high school students like basketball, because of their studies, they seldom watch the game, and probably can only enjoy it by reading sports newspapers.

College students have much more time, even if they don’t have many opportunities to watch the live broadcast of the game, but they have more energy to pay attention to NBA news.

This group of young people are probably the generation who grew up watching Slam Dunk when they were young, and they are more passionate about basketball.

There are already many universities in Beijing, and the extracurricular cultural and sports activities of Jingcheng University are also relatively rich. The campus basketball in colleges and universities is in full swing. Young stars like Kobe are very popular among regular college students.

Therefore, when Kobe came to participate in the opening ceremony of Feiyue flagship store, it attracted many college students.

This scene also shocked Kobe Bryant.

In the United States, Kobe is also the most famous star in the NBA, and he can meet fans asking for autographs wherever he goes. However, such a densely populated scene in China is hard to come across in the United States.

Do I actually have so many fans in China? Michael Jackson's concert is just like that, right? I'm quite good at singing, should I also improvise a California song called Xiaofan? Kobe murmured in his heart.

Li Weidong next to him was very satisfied with such a scene.

Wait until next year, after Chairman Yao enters the NBA, the domestic attention to the NBA will skyrocket.

The publicity effect brought by a superstar like Kobe will be even more significant! By that time, maybe we can catch up with Nike and Adidas in the domestic market! Li Weidong secretly said in his heart.

Li Weidong's ambitions are still very big. In the international market, it may be difficult to surpass the two giants Nike and Adi. But in the Chinese market, it is not a dream for Feiyue to surpass Nike and Adi.

In the Chinese market, Feiyue has the absolute advantage of being a national brand. As long as the quality of its products is not inferior to that of Nike and Adi, and it can also follow up in terms of marketing volume, it is just around the corner to defeat Nike and Adi.

Moreover, Nike and Adidas will kill themselves, doing some things that eat and break the pot, and offend Chinese consumers.

Feiyue Sports has always been developed in the United States, and now Li Weidong plans to export to domestic sales.

At this time, it is also the time when Chinese sports brands start to rise, and the time for export to domestic sales is just right.

In the mid-1990s, many foundries in Jinjiang started their own brands. In the late 1990s, local Chinese brands began to expand their business. Especially after the successful bid for the Olympic Games in 2001, the expansion of local sports brands also entered fast lane.

The first sports brand to expand was Li Ning. When Li Ning was just established, it sponsored the Asian Games. With the name of Prince of Gymnastics, the brand became a household name.

By the end of the 1990s, Li Ning was no longer satisfied with the domestic market. They began to expand to the international market and planned to take the high-end route, so they gradually gave up the market for sports shoes under 100 yuan.

The direct beneficiaries of Li Ning's move are the local brands in Jinjiang, who quickly filled the market for sports shoes under 100 yuan.

Among them, Anta is the fastest rising. At that time, Li Ning never imagined that it was the market that he voluntarily gave up and created the biggest competitor in the future.

At that time, domestic sports brands also began to pay attention to market promotion, and spent money on spokespersons to increase brand awareness, and gradually flourished.

The first to do this was still Li Ning. They invited Qu Ying, a very popular female star at the time, as the brand spokesperson.

Qu Ying, who was a model, quickly became popular after playing the role of An Hong. The line An Hong, I miss you shouted by Director Zhang has been circulated as an emoji to this day. .

After becoming popular, Qu Ying began to act in TV, movies, albums, and rumors with popular niche students. News reports about her can often be seen in the entertainment sector of the media, and her appearance rate is very high.

In addition, Qu Ying is a model after all, and her body lines are very good. She can have a good display of endorsement sports brands. Moreover, Qu Ying's aura is also very sufficient, and she looks very high-end, which is very suitable for Li Ning to take the high-end route.

However, Li Ning ignored one of the most serious problems, that is, brand fit.

Li Ning is a sports brand after all. Although Qu Ying is famous and has a good image, he has no fit with the sports brand. Qu Ying's endorsement seems to be tall, but the consumers targeted by the Li Ning brand do not buy it.

Abandoning the low-price strategy and adopting unsuitable brand spokespersons caused Li Ning's sales to plummet in those years.

Moreover, at that time, Li Ning had not yet developed the core technology that could be obtained, so it rushed into the high-end market. As a result, Li Ning's high-priced products did not have the comfort level of Nike and Adi, but they had a price close to that of Nike and Adi.

Therefore, Li Ning in those years was often criticized by consumers for being expensive and uncomfortable.

In contrast, Anta chose a spokesperson with a high degree of brand fit, that is, the guidance of Guoping's Kong Linghui.

When Gui Gui was young, he was also the No. 1 Xiao Xianrou in the National Table Tennis Ranking. He was handsome, played the ball well, and held various champions softly. Especially after Liu Guoliang retired, he carried the banner of fruit, and Waldner was immediately hailed as the terminator of the small ball era at the Olympics.

The handsome ball is not bald, where can I find such a good spokesperson!

At that time, Anta was also courageous. They spent 3 million yuan to sign Director Kong as the brand spokesperson. At that time, Anta’s profit for one year was only 4 million yuan.

This almost gambling-style signing has indeed brought huge returns to Anta, making Anta develop all the way, and quickly become a well-known sports brand in China.

Xtep, another Jinjiang-based brand, chose Nicholas Tse, who was so popular at the time, as the brand spokesperson. The phrase unusual feeling came out of the cool and handsome Nicholas Tse, and it was definitely effective.

Xtep's brand positioning is also the clearest and firmest among Chinese sports brands. They have always followed the line of sports fashion, and the spokespersons hired in the future will always focus on this theme.

It is worth mentioning that Nicholas Tse endorsed Xtep, and abruptly endorsed himself as a shareholder of Xtep. The endorsement of others is to receive money, and the endorsement of Nicholas Tse is to pay for himself. This is definitely the most conscientious spokesperson in history.

It was very popular at the time to invite Hongxing stars to endorse. Hongxing stars were well-known and not expensive. The key is that they are more popular with young people. For example, Hongxing Erke also found Chen Xiaochun as the brand spokesperson.

Compared with other major domestic sports brands, 361 Degrees was established late, but it is the most willing to spend money on publicity. 361 Degrees' publicity strategy is to sponsor sports events, and 361 Degrees can be seen in many domestic and foreign competitions. 361 Degrees In a short period of time, the brand awareness has been rapidly increased.

At that time, domestic sports brands did not know the brand effect that NBA stars could bring.

Peak was the first to enjoy the bonus of NBA stars.

As early as 2002, Peak was optimistic about the excessive development of basketball, and signed the well-known domestic basketball player God of War Liu Yudong.

By 2006, Peak signed Sean Battier, which was a stroke of genius.

In the NBA, Battier is not a well-known player, but he is a player of the Rockets and a good helper by Chairman Yao.

Battier's excellent defense, down-to-earth style of play, and occasional three-pointers made Chinese fans very fond of him.

The most important thing is that it is relatively cheap to sign Battier as an endorsement. In 2006, Peak's endorsement contract for Battier was 3 years and 4 million US dollars, which only cost more than 1.3 million a year.

Spending such a small amount of money to sign an NBA player that Chinese fans are very familiar with, and still get a wave of Chairman Yao's popularity, is definitely worth it.

Peak has also been promoted to a first-line sports brand in China, and its stores have quickly spread all over the country.

Peak, who had tasted the sweetness, continued to be popular and signed Landry and Hill from the Rockets. After Chairman Yao retired, he also signed a number of NBA stars such as Howard and Parker.

Other brands have followed suit and started signing NBA stars, such as Li Ning signing Wade, Anta signing Thompson, Garnett, Rondo, Scola, 361 degrees signing Love and so on.

If you put it together, Howard, Love, Thompson, Wade, and Garondo are a safe and secure All-Star starting lineup.

The influence of the NBA is still quite large in China. The stars of the NBA feel that they are taller and more powerful than the domestic stars.

In the years when the NBA expanded rapidly in China, signing a few NBA players with familiar faces could have a qualitative effect on improving the brand's popularity.

A Sean Battier, who is not even an All-Star, has made the Peak brand, and Kobe, as the top NBA star, has a brand publicity effect that is dozens of times stronger than Battier.

What's more, Feiyue itself is a national brand with a long history, and now it is just returning to the Chinese market.

A well-known national brand in itself can easily become a popular product across the country as long as it is matched with a good marketing strategy.

For example, the famous Wang Laoji, in the 1990s, was at most famous in southern China. However, after a series of publicity, the advertisement of I'm afraid of getting angry and drinking Wanglaoji was launched in the whole country, and it soon became a household name.

The fame of Feiyue shoes must be bigger than Wang Laoji!

Kobe's influence should be stronger than being afraid of getting angry!

If Kobe can survive, I would rather get angry every day!

What's more, Kobe was just an appetizer, and there were Tracy McGrady, Carter, Ci Shiping, and Arenas.

In the future, Tracy McGrady will transfer to the Rockets, and after forming the Yao-Mai combination with Chairman Yao, just one Tracy McGrady endorsement can make Feiyue Sports become the No. 1 sports brand in China!

...

Although the opening ceremony of the Feiyue flagship store was a commercial event, the Basketball Association still sent people to participate. After all, the famous NBA star Kobe Bryant visited China, and the Basketball Association also sent people to support the scene.

The person sent by the Basketball Association this time is named Chen Maikang. He is a big man with a height of more than 1.9 meters. He should have been a basketball player when he was young.

After the event, Feiyue Sports, as the organizer, of course, invited the guests and reporters to have a light meal, and then gave some small gifts. One is to thank them for their attendance, and the other is to hope that those reporters will take advantage of their short-handedness. Time to brag.

As far as the administrative level is concerned, Chen Maikang is probably the highest, so he was arranged as the guest of honor beside Li Weidong.

Between the staggered gongs and chips, everyone also opened the chat box.

Kobe is a hot star in the United States. Chairman Li, you must have spent a lot of money to sign Kobe as a spokesperson, right?

Li Weidong didn't hide it either, he replied: I invested in Kobe earlier, when he was a high school student, I spent 10 million US dollars to sign him as a brand spokesperson.

At that time, there were still some domestic media who said that I wasted the country's precious foreign exchange resources and criticized me in various ways. I almost called me a traitor. For now, the investment seems to be worth it.

It's more than worth it, it's super cost-effective!

I think it's Chairman Li who knows the hero with his eyes. He saw that Kobe could achieve what he is today.

The key is that Chairman Li has the courage. If it were someone else, he would definitely not have such courage!

Someone immediately catered to him, which was considered to be flattering Li Weidong.

After everyone had touted it, Chen Maikang said, Chairman Li, what do you think of our A League? Is there any potential to be tapped in the future?

The A League in Chen Maikang's mouth is not a fake A league for football, but a league A for basketball, which is the future CBA league.

The CBA was founded in 1995. At that time, it was also called the A-League, and there were promotions and relegations. The bottom two were relegated to the A-B league, and the top two in the A-B league were promoted to the A-League.

Half of the original Basketball League A came from teams from various military regions. Later, the league allowed the introduction of foreign aid, but since the teams in the military region could not bring in foreign aid, all teams except the Bayi team were allowed to bring in foreign aid. Military teams, military teams are basically downgraded.

Until 2004, A-A canceled the promotion and relegation system, adopted the access system instead, and changed its name to the China Men's Basketball Professional League, referred to as Intermediate Basketball, or CBA.

Li Weidong doesn't know much about the A-League, but when asked by Chen Maikang, Li Weidong still answered: Our A-League has only been established for a few years, and there is still a lot of potential to be tapped. The A-League will definitely become a high-level professional league like the NBA.

Yes, our basketball association has been exploring new directions for the professional development of the league over the years. The mature basketball leagues abroad have also given us a lot of inspiration.

Chen Maikang paused, then said, We found that the successful professionalization of foreign basketball leagues mainly depends on commercial operations, and successful commercial operations will inevitably require the input of a lot of sponsors.

Chen Maikang was talking about sponsors, but his eyes pointed at Li Weidong.

Li Weidong instantly understood that Chen Maikang was here to sponsor the CBA league!