subject: Evolution, From Star To Brand [print this page] Rapid expansion in the Chinese sports market, developing awareness of the growing commercial value of players enjoys popular support. With the emergence of Olympic champions, local sports agents, sports marketing companies and sports goods manufacturers have also tasted by the sweetness of sports stars to promote the brand, title, sponsorship, endorsement, and games, sports and business combine in this way together.
Great charm of Liu Xiang has no need to repeat. But why so much charm, but it is a quite interesting topic.
Media analysis, first of all he is a handsome sports star, even if from time to time there are always rumors that he wanted to sing in public; second level he is a top 110-meter hurdler, 12 seconds 88 new the world record in the yellow color on the runway is not a race issue; but the most important thing is he born at the right??
This is a commercial age of a star, sports star is behind the sports leagues, sports agents and their business together. Borrowing power of the media, they have a wealth of "a star" experience, and how to recover the cost of making stars, and earn amazing profits of successful practice.
Borrow the words of Newton, star, "Liu Xiang" stand up "predecessors" of the shoulders?? From Li Ning to Yao Ming, Ding Junhui to Tian Liang from the countless achievements of Chinese athletes had this business of Chinese sports history.
Carnival business the Olympic Games How to spend the Olympics 1 million prize? This is after the 1992 Barcelona Olympic Games title in the media, society at that time concentrated on the Olympic grand prize of enormous controversy. In fact, from my first time to participate in the Los Angeles Olympics in 1984, the National Sports Commission decided to award winners, and then to the gold medalist of the prize money is 6000 yuan. 1988 Seoul Olympics, won every gold medal winners also received 1.5 million award.
Fair to say that not only the birth of the modern Olympic Games date from there in-kind incentives, even the ancient Olympic champions to be "comfortable celebrating the rest of his life", even though only the official prize olive branch crown. American Tony? Peiluoditi in the "celestial Olympics," a book written, admirers champions will be given a lot of gifts?? Money, and the supply of sesame oil for his life, a formal invitation to dinner, the theater's first-class seats, villa, pension, tax exemption, etc.. After attending the local championship games they alone can access vast amounts of wealth, simply become a cash cow general.
But closed Chinese people are used to the "I is not made of gold", when the honor on behalf of the state became the Olympic gold medal, "A block objects" synonymous with the whole community can be imagined by the oscillation. Fortunately, the concept of a market economy has been widely accepted, from the Barcelona Olympic Games started, then from the national to the local community which have been amply rewarded the medal is not only a gold medal than the people outside the most exciting thing let the Chinese people began to understand the most superficial notion of sports economy.
China's combination of sports and business capital, dates back to the patriotic people of Hong Kong Fok Ying-tung in 1982 investments in the Mainland of golf. Since then the State General Administration of Sport (formerly the National Sports Commission) and the Asian Games in Beijing selling naming rights several times during the Games, seeking sponsorship, and gradually began commercial operations.
Commercial capital involved in the sports industry on a large scale, in 1994 after the beginning of Chinese Football League. Chinese sports market started late, but the market has the potential to be optimistic about the international giants. To promote the global sports industry leading company IMG (International Management Group) became the first buyer Football League to the price of 10 million yuan each year bought the first 5 years of league franchise, and the Chinese football players quickly become the sports world The first millionaire.
Sports market since the experience of Europe and America, more professional league in the country are promoting. At the same time the business from abroad has been the influx of sports events in China, together with the entry of these events, there is a small group of international sporting broker. The focus in the media, they will be in the hands of high-quality one star recommendation to the Chinese market, so Jordan and Schumacher household; while also searching the market potential of Chinese stars such as Yao Ming and Liu Xiang.
In the rapidly expanding Chinese sports market, developing awareness of the growing commercial value of players enjoys popular support. With the emergence of Olympic champions, local sports agents, sports marketing companies and sports goods manufacturers are rapidly expanding in the Chinese sports market, developing awareness of the growing commercial value of players enjoys popular support. With the emergence of Olympic champions, local sports agents, sports marketing company, and sporting goods manufacturers have also tasted by the sweetness of sports stars to promote the brand, title, sponsorship, endorsement, and games, sports and business combine in this way together. Liu Xiang's commercial
myth started in such an environment. In 2003, when Coca-Cola in more than 20 sports from the selected track and field, "betting" Liu Xiang, the Athens Olympic Games for the marketing year to prepare for when it really would not think of Liu Xiang in Athens overnight success. Have to admit that today's businesses are already familiar with "bait" the secret, or that China's sports market is gradually and international standards. Li Ning, the significance of transition
9 23, in Shanghai in the "Olympic Movement and track and field," Wang, deputy director of the Forum Tianguanzhongxin David became the object of media chase, because he is Athletics head of market development. The focus of media attention, Liu Xiang, will hire professional agents to be responsible for business development, or continue to be responsible for business development by the Chinese Athletics.
Some extent, the media is worried about Liu Xiang's commercial development is appropriate. Since 1992, the media hot Olympic million grand prize, to the neglect of the 2006 media for fear that Liu Xiang's commercial prospects, the business community for athletes of how perceptions of the value of qualitative change?
2006 8 , NBA star Shaquille O'Neal arrived in Beijing, announced a "Li Ning" spokesperson. He told reporters, "I would like to endorse the brand Li Ning Li Ning is one reason the 20th century, one of the world's most outstanding athletes."
The commercial from the sports most countries and the League of famous sports center "big sharks", to use their choice of commercial value for the athletes to do the best interpretation of meaning. Great changes in social attitudes, the "Li Ning" in
