Anta and Li Ning will spend hundreds of millions of dollars to grab "children". Why? ~ Katja News

Anta and Li Ning will spend hundreds of millions of dollars to grab "children". Why?

These days, the sports circle sent a piece of heavy news, Anta officially joined the Zion Williamson (Zion Williamson) endorsement battle. This news is enough to make Li Ning into anxiety. As early as May of this year, the Li Ning basketball team and senior executives "faced" to meet the Zion team to meet and talk about cooperation. Li Ning's specially customized "Sonic 7th Generation PE" photo for Zion was also exposed. More media reports, Li Ning's public relations team began to contact him before Zion's election.

But can you "strong" first? There are not one or two companies competing for Zion. In addition to Nike and Adidas, Puma, Under Armour and New Balance are waiting for the leak.

Needless to say, Nike and Adidas are not short of money and the brand status is unassailable. According to the NBA salary cap regulations, the NBA rookie champion has a maximum salary of $9.7 million this year. Nike's initial offer to Zion is $80 million, which is just the starting price, with a ceiling of $100 million, compared to James (James is the record holder for the rookie shoe contract in the league. In 2003, he signed with Nike 7 The annual contract of 90 million US dollars).

What are the advantages of domestic brands in the face of such a strong opponent? More money. According to the report of Rilakkuma Sports, Li Ning currently has the highest offer – $250 million in 10 years, an average of $25 million per year (about 172 million yuan); Anta’s offer is shorter, with a total amount close to $100 million. These two offers exceed Nike, Adidas, and other competing brands.

What is the concept of $250 million in 10 years? It is more than twice the average price of Zion's four-year, $44.2 million contracts with the New Orleans team, and far more than Anta's 10 years of $20 million for Thompson, Wade's annual contract of about $10 million, Harden and Adidas. A contract of about $15 million per year.....

Why are Anta and Li Ning so hard?

Zion, who is only 19 years old this year, is the No. 1 pick in the NBA draft in 2019. He has been highly regarded since the high school days and is regarded as "the next James". Moreover, Zion’s outfit coincides with the NBA draft. year. Previously from Jordan to Kobe, James, Zion is the most promising player to become the next "superstar" and was given high expectations.

For now, Zion's business value is already very impressive. According to Sports Media, since the election of Zion, the team has sold more than 10,000 season tickets. In the summer leagues he participated in, the tickets were all sold out early, and the $35 ticket was tripled on the second-hand ticketing platform. Some front seat tickets were even fired to nearly a thousand dollars.

The industry's bold fable, with the current strength and heat of Zion, his shoe contract can be stable more than 10 million US dollars per year.

Previously, Li Ning had successfully signed Wade. After Wade left Jordan at the age of 30, Li Ning presented a gift package of “10 years and 100 million US dollars + brand shares”, and finally succeeded in collecting him. After Wade retired, Li Ning signed a lifetime contract with him. The contract also created a record - the biggest coffee NBA star signed by domestic sports brands. The money is very worthwhile, Wade makes Li Ning feel the presence in the NBA and basketball market.

However, Li Ning also experienced a failure and lost to Nike in the battle for the "letter brother" (Yannis Antwerkombo), although he used the same routine - for his shoes.

Anta won Thompson in 2014 with a 10-year, $80 million offer. But at the time, there was a view in the industry that Thompson was far from worth the price – “Wei Shao is currently the head of AJ, and the contract for sneakers is only $10 million a year. Compared to Thompson, it is difficult to get a contract of 8 million in the United States.” But in fact, this is a business that is "value for money." Thompson is very "loyal" to Anta, and almost every step-on occasion will step on Anta.

"Oversized, what kind of shoes will Zion wear?". KT1 sold 100,000 pairs, KT2 sold more than 200,000 and nearly 300,000 pairs, and KT3 sales are expected to reach 500,000 pairs, in 2017, Anta's annual sales increased by 25.1% year-on-year, reaching 16.7 billion yuan, and this is only the book data, not including the gains from the stock price increase.

In 2017, Anta renewed the contract with Thompson for 10 to 2026. I can imagine how satisfied Anta is with Thompson.

For Li Ning, what is the significance of signing Zion?

Before this, Li Ning signed several rookies on several occasions, and the successful "Big Eyes" Hashim Thabeet and Evan Turner later scored in general; the signed big coffee list included O'Neill and Baron Davis, but until hand in hand Wade, only to make some market results. Many industry views believe that Wade's retirement means that Li Ning has lost its "facade" - the brand's presence in the NBA has plummeted, and Li Ning must find good newcomers to fill the gap. Whether it is strength or topicality, Zion is the right person.

For Anta, it is possible to join the battle at any cost, and it is somewhat possible to be in danger.

Lazy Bear Sports pointed out that along with Thompson will miss most of the new season due to injury, plus Durant left, the strength of the Warriors is greatly reduced; and Owen left the Nets, making Anta another signing player Gordon Hayward The Celtics in Germany will also face tough times, and the lineup is only the middle reaches of the Middle East. After successfully betting on Thompson, the Warriors have entered the finals and won three championships in the past five years. This has enabled Anta basketball marketing to have sufficient material and attention. Now, with the Warriors dynasty gradually disintegrating, Anta basketball needs new stars. Enhance your own space, resist risks, and bring new growth points to your brand.

Whether it is Anta or Li Ning, for Chinese sports brands, players who have not signed a role like Zion have not been signed before. When Li Ning signed Wade, he was already a veteran, or the two players signed up were not super-line. It is conceivable that what it means to sign Zion. Even though many people are not optimistic about Zion's physique + play, but the future can be expected.

Who can win?

For the moment, Li Ning has another advantage in addition to the madness and the price of the contract. At present, Zion has signed a brokerage agreement with CAA and hired Austin Brown and Lisa Joseph-Metelus as their agents. People are members of the Wade brokerage team and have played a role in the signing of Wade and Li Ning. They are familiar with Li Ning's history, personnel, products, etc., and have a good communication foundation, which may add points to Li Ning.

However, many domestic netizens are not optimistic about domestic brands - "It is impossible. Nike Ning can be in his hands, and will not release the champion." "Li Ning's influence and market resources in the NBA are far worse than Nike." How big are the odds of each family? This view seems a bit reasonable –

"People think that in the issue of Zion signature shoes, it may be the sports overlord Nike. After all, the brand culture advantage is there, you come, OK, I can design signature shoes for you, we don't lack designers, but you want Going to other brands, we will try our best to stop it; the second is UA. After all, Zion’s upper body brand can’t be underestimated; Li Ning’s ranking is the most desperate to grab people. After all, it’s a matter of life and death and not just Zion. If other superstar contracts expire, or if the new star is gradually showing a bright performance, Li Ning must be the first to bear the brunt. Other brands, including Adidas, are all in my opinion, and Adidas seems to lack designers. I think everyone should be able to see it in the recently released shoes."

Source: (Katja News)

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