Tennis Marketing Continues To Rise &Nbsp; Brand Shoes To Compete In Sports Market

In the brand competition of sports marketing, basketball and football two major projects have been the two major battlefields for the industry giants to focus their forces.

However, as Li Ting, Sun Tiantian and Li Na, Zheng Jie, Yan Zi and other contestants have achieved remarkable achievements in the international arena in recent years, tennis has rapidly increased nationwide. The tennis field is becoming the third major marketing battleground for the major sports brands to expand their influence.

In the "tennis marketing war" created by the domestic sporting goods industry, Lining, Anta, Hongxing Erke, PEAK and other brands and their signing players are active, while different brands adopt different marketing methods.

Aim to seize

In September 10th, PEAK held a press conference in Guangzhou, officially announced the signing of the international women's professional networking WTA Tour Asia Pacific official partner, and signed WTA star Olga G Wouter Sowa, realized its professional basketball image as the core to the tennis professional field extension of the substantive first step.

Subsequently,

In fact, as early as 2009, PEAK's earnings report clearly pointed out that the goal of entering the broader sports field was the goal of 2010, and the field of tennis is a key step in its professional sports strategy.

So why does the brand choose tennis as its next field of effort? "Tennis is endowed with fashion, professionalism, passion and sex appeal. The key words are very consistent with our brand image, so we choose WTA to cooperate."

Xu Zhihua said, "in addition, because we used to focus on masculine basketball brand development strategy, we now choose women's tennis as a starting point to enhance the position of enterprises in the field of comprehensive expertise, and also enhance the brand's role in consumers, especially in female consumers."

Purpose two enhance synthesis

At the beginning of last year, Anta signed the three year contract with Elena Yankovic, the world's top tennis player in the world. In April 13th last year, he joined the tennis superstar again and signed the top Chinese player, Zheng Jie.

At the same time, the brand has signed a series of tennis tournaments, including the China Tennis Grand Prix, the "tomorrow star" youth tennis training camp, the "2016 Tour" youth tennis tournament and the University Tennis Challenge, announces its brand's tennis strategy is fully launched.

According to the insiders, after the new strategy is launched, Anta will no longer be confined to a certain type of sports. The expansion of the tennis field of Xiang Xinxing's urban sports enables it to further enhance the image of its own comprehensive sports brand as a whole.

If we want to trace the use of tennis resources by domestic brands, Lining is more forward-looking.

As early as September 9, 2007, Li Ning Co signed a contract with ATP, a famous player named IvanLjubicic (IvanLjubicic), and became a partner of ATP.

In 2009, Lining signed Yan Zi at astronomical price.

Insiders believe that both Anta and Lining have increased investment in tennis resources.

The purpose is to improve the brand image of the domestic comprehensive sports, hoping to expand the brand image of the domestic sports through the professionalism of tennis equipment.

Goal three win the international brand position

Unlike Anta and Lining in shaping the brand image of comprehensive sports, Hongxing Erke began to seek breakthroughs in tennis projects, take the road of brand differentiation, and constantly create their own international brand image with tennis.

Since joining the Guangzhou International Women's tennis open in 2005, Hongxing Erke has sponsored a large number of tennis tournaments: sponsoring the Guangzhou International Women's tennis open for four consecutive years, naming the sponsorship of the 2006 and 2007 International Women's tennis series, sponsoring the Chinese Tennis Grand Prix for two years.

At the end of 2008, Hongxing Erke was sponsoring the ATP masters competition in Shanghai for more than five years, and became the official clothing partner of Shanghai ATP1000 masters competition from 2009 to 2013.

The Hongxing ERK, who has won a lot in the sponsorship of the event, has not disappointed its signed tennis stars.

In the past Wimbledon doubles final, Hongxing Erke signed the German champion Philip Przysnel and his partner Maer's combination, and won the Wimbledon men's double champion.

This is the first time China's local sports brand has appeared in the men's Grand Slam final. It is also the first time since 1938 that German players have entered the finals of the doubles match in Wimbledon, breaking the silence of the German tennis world for 72 years.

"After several years of hard work, we found that tennis is actually a highly growing market with relatively high gross profit margin and other sports products. Moreover, at present, there is no sports brand sales of tennis products that can reach our scale at home and abroad. This shows that our tennis strategy has achieved certain results."

Hongxing Erke said.

Industry trend tennis marketing continues to heat up

Since Li Ting and Sun Tiantian won the first tennis Olympic gold medal in 2004, Chinese tennis players have appeared in Chinese women's tennis, such as Sun Shengnan, Zheng Jie and Yan Zi.

According to a set of survey data from the China Tennis Association, 130 million Chinese are interested in tennis, and 5 million of them often play tennis, which is comparable to that of France, a big tennis country.

Although the Chinese tennis market is still in its infancy, many sports brands have been aiming at this potential market and waiting for the opportunity to compete for International Tennis resources.

The tennis industry full of potential has great attraction for consumer brands.

According to the analysis of the industry, many multinational brands participate in the main foundation is that sponsors and events should share consumer groups and similar value orientation.

For example, HeineKen, Mercedes Benz, Lacoste and other partners have similar brands in similar products. They are highly priced, emphasizing different, fashionable and elegant. These brands are willing to find young, fashionable, elegant, dynamic, wealthy and highly educated consumer groups.