Chapter 18 Chapter 8 The world is flat (2)

The outbreak of the basketball boom is due to the urbanization of eastern China, the NBA basketball games that have been broadcast on Chinese TV channels since the 1980s, and with the abundance of materials, the average height of Chinese born in the 1980s has risen compared with before. More suitable for basketball games.At present, the number of basketball fans is comparable to the number of fans of traditional sports such as table tennis and badminton, which are popular among Chinese people. The rapid popularity of basketball in China has made the Chinese market the next battlefield for global sports shoe manufacturers.

Competition has already started in the Chinese market: Reebok has already signed Yao Ming, and Nike has also signed a contract with Chinese basketball star Yi Jianlian, who analysts believe will become the next Yao Ming.Nike took advantage of its resources and invited top NBA stars to visit China.In China, Anta signed the CBA.In fact, even if there is no violent campaign by Nike and others, in terms of consumer tastes, the NBA began to be broadcast in China as early as June 1994, and a generation of young people grew up watching the NBA.Competition in this market is bound to be international competition.

Zhang Zhiyong realized this, "Li Ning" must take a long-term view if it wants to make a difference: "We are an international company, and we must seek opportunities from international resources." For "Li Ning", this kind of corporate vision is relatively Enterprises are more accessible.It can be said that sports is one of the first areas to be opened up in China.In the era of planned economy, competitive sports have been regarded as an important part of patriotism and have been liberated unprecedentedly, and have the opportunity to integrate with the international community.Top athletes like Li Ning were also the first to "travel around the world" at that time, so the way of thinking about globalization had long been lurking in Li Ning's mind. Local companies that actively think about issues on a global level.

Time goes back to 2005.After making the internationalization decision, Li Ning signed a contract with the NBA in January 2005 to become the "NBA official marketing partner", thus taking an important step in launching the professionalization strategy.With the influence of the NBA in the global sports market, it is of great significance for Li Ning to build the world's top sports brand image, enhance the professional positioning of basketball products, and strengthen the expansion in the international market.In Zhang Zhiyong's view, the NBA is a solid bridge and the road to an unknown basketball empire.

After signing with the NBA, "Li Ning" is vaguely visible on the way to the grand goal in the distance.The next practical step begins immediately with the marketing department. Wu Xianyong, the company's vice president in charge of marketing, joined Li-Ning in 2004. This young guy from Yunnan had worked for Procter & Gamble for nine years. He was in charge of the two brands of Crest toothpaste and Pringles, and has international brand operations. Li Ning Company is very optimistic about him because of his experience.It is said that Li Ning Company invited him to join with enthusiasm, as well as a salary increase of 50% compared with his previous one, plus a considerable stock option.The task of expanding international business fell to this young man who was only 34 years old when he joined Li Ning Company. He also served as the general manager of the International Affairs Department.One of his very important tasks is to find "Li Ning" NBA stars.

The partner NBA provided Li Ning Company with a list of candidate players who have not yet signed and the cost is still acceptable.Wu Xianyong chose Damon Jones, the star of the Cleveland Cavaliers in the United States.This is the first time that a Chinese company has extended its tentacles to NBA stars to discuss cooperation matters.The initial negotiations were not smooth. Wu Xianyong, who was not yet familiar with the American sports world, found an American agency, and it issued a cooperation invitation to Damon Jones' agent.This invitation was declined.Wu Xianyong gradually figured out the rules of the game in the United States, and finally found Damon Jones' brokerage company directly through introductions, and the other party expressed strong interest.

Damon Jones is not a first-line superstar in the NBA. He himself once admitted in the media that the sports shoe endorsement agreement reached with Li Ning Company was something he could not get from Nike or Adidas.According to the agreement, when the sneakers printed with his signature go on sale, Jones may also receive license fee income-this kind of clause is usually only enjoyed by NBA superstars. Open the door for him to the huge market that the whole world is talking about.The cooperation was quickly negotiated. On January 10, 2006, Li Ning signed the first NBA star: the young Damon Jones.

Wu Xianyong is very happy to sign such a star who fits the brand positioning of Li Ning.Afterwards he happily said to the media: "Damon Jones' path can show that if you work hard enough, you can also get the favor of fate, and this is exactly in line with Li Ning's slogan: everything is possible." And the media pay more attention to "NBA For the first time in the history of the game, there are players wearing Chinese sports brands."Some media commented appreciatively: "When Chinese companies use NBA stars as image spokespersons, it means that we have understood and have the initial strength to climb up on the shoulders of the NBA." "Li Ning" can sign contracts with NBA stars, Gave greater confidence to the market.At that time, some media commented with anticipation: "N years later, if Chinese companies can sign top NBA superstars like Kobe, O'Neal, Tracy McGrady, and James, which were only available to international giants such as Nike and Adidas in the past, maybe, then It is something more prestigious and proud than Yao Ming being elected as the champion." For Li Ning, the deal shows that it has begun to fight back against international giants in its home market.Li Ning's goal is not to occupy the US market, but to regain China's lost ground.