NBA players have endorsement from the Chinese brand Qiongsilining – sports and l
The brightest among the Cleveland Cavaliers guard Damon. Jones (DamonJones) is an unknown player, per game average to 6.8 points, and has always been pressure in its teammate, superstar LeBron. James ( LeBronJames) shadow. But Jones, 27 this month, will arrive in Beijing, and enjoy the star treatment.
Although Jones is not known to all NBA players in the high, but he and the Chinese brand Li Ning top sneakers (LiNingCo.) reached a good deal – the company's basketball shoes being a spokesperson. Jones had never been to China, he would only speak a Chinese language: everything is possible. This is Li Ning's slogan.
Signed endorsement deal in 5 months later, Jones's face appears on billboards, and Li Ning of China after the television broadcast of NBA matches ads. In television commercials, the Jones read a sentence he will speak only in Chinese.
Li Ning in China later this year may have launched a signature shoe, which is the company's international competitors catch up with one of the measures taken. Nike (NikeInc.) spokesman in China, is well-known teammate James Jones, Adidas (AdidasAG) a unit of Reebok (ReebokInternationalLtd.) and Houston Rockets player has been in the Chinese star Yao Ming signed a well-known a long-term contract.
Deal also shows that some Chinese companies have started their own territory to the international giants fight back. Li Ning's goal is not to occupy the U.S. market, but recovered lost ground in China. The 80s of 20th century Chinese gymnastics prince, named after the famous companies in China is now one of the most well-known domestic brands. But in recent years, Nike and Adidas in a strong offensive in the Chinese market, under pressure, Li Ning, China's sports shoes market in the ranking fell from first to third.
Basketball in China's exploding popularity in China as the world's sports shoes manufacturers showdown next battlefield. NBA now has China as its second largest market. Li Ning, marketing and international business, Vice President Mr. Wu said, if you want to create or to become a very cool brand, it is possible to achieve through basketball. Five years ago, Li Ning, the company has no professional basketball sports products. Now the basketball category accounts for 20% of total sales. The company has been listed in Hong Kong. Li Ning Company
Jones is obviously not ideal. He has some very small basketball league spent some time, since 1998, he has for the 10 NBA team. However, most NBA players are some big names in the body, yet to sign big-name star Li Ning sneaker deals, unmatched. Li Ning and the NBA first contact, listing a cost of not signing the contract and the list of acceptable options for the players, and finally they found Jones.
Jones said he, "all uphill," his career is his ability to attract one of the reasons Li Ning. He calls himself a "had not been pre-design the future" and the path of development he showed to young people: "If you work hard enough, it can get the attention of fate."
For Li Ning, Mr. Jones's career with its slogan, "Anything is possible" is very consistent. Mr. Jones admits that he agreed with the shoe deal that he can not get from Nike or Adidas's. According to informed sources, the Li Ning Jones each year to pay 200 thousand to 300 thousand U.S. dollars in wages, while Jones will be under the personal and team performance bonuses. Although with James signed with Nike for seven years, a contract worth 100 million U.S. dollars compared to just drop in the bucket, but to know that most NBA players sneaker endorsement harvest is a free product and company-sponsored activities the appearance of the break.
The contract to Jones in a very unique situation: he was wearing and endorsing shoes that will sell outside the United States. When printed with his signature shoes on sale, he may also earn royalties – a provision typically only NBA superstar to enjoy.
Li Ning Company and its competitors see the 2008 Olympic Games in Beijing as a potential marketing opportunity. Li Ning's goal is to capture China's growing basketball fan group, this group now with table tennis, badminton etc. welcomed by Chinese people's sports fans rivals that. Chinese people have several years of basketball history. Basketball fever outbreak attributed to urbanization in eastern China, the Chinese broadcast TV channels as well as the U.S. basketball market for Nike and Adidas promotion.
Chinese people under the age of 20, 4 million, it has become the world's fastest growing markets in the world of sports products. According to China's sports marketing firm Rui (Shanghai) Business Consulting Co., Ltd. (ZouMarketing) information, Nike is currently the market leader in China with annual sales of up to 410 million U.S. dollars. Adidas in second place, with annual sales of 3.85 billion. The Li Ning company with annual sales of 300 million U.S. dollars placing him third. Li Ning, the company also faces Anta (Anta) competition from other local companies. Anta company based in Fujian annual sales of 100 million U.S. dollars, with the Chinese Basketball Association (ChineseBasketballAssociation) signed a sponsorship agreement.
Former general manager of Luhai Rui Rui (TerryRhoads) said he expects the next 10 years China will be 20-40 percent growth rate. In basketball, he's dominant position will help determine who will become the biggest sports brand.
Li Ning's Mr. Wu said that in China, different brands of basketball shoes, mostly through outsourcing agreement by the same few factories. "In terms of quality, we and the international brands is almost the same. But our brand image yet."
Young consumers prefer to change the concept of international brands, Li Ning, the company increased investment in marketing. According to Nielsen Media Research (NielsenMediaResearch) estimates that the company's advertising expenditure 2001-2005 increased by 20 times. But even so, it only Nike in China in 2005 up to 3,600 million advertising budget of a third.
But in China, establish credibility among young people is not easy. Chinese consumers will sometimes show a strong nationalism. Nike broadcast in China in 2004
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Li Ning’s advertisements are more frequently seen on national media these years but it still has a lot to do to establish a classic brand image like Nike and Adidas.