NBA: Starting with $20 billion, buying the Knicks

Christmas is approaching in a blink of an eye, and the biggest surprise during this time belongs to Mingji Agency. Under the leadership of Zhang Mingji, Mingji Agency has signed many athletes and entertainers, becoming a medium-sized agency company.

And not to mention, because of Jiang Chao’s idol bonus, there are quite a few people who come to sign on their own initiative. These people are equivalent to giving money indirectly. The agent is actually nothing. You have the ability to help him find a job and make money This is a position that only requires labor costs.

It's like an artist agent, basically half a nanny, but because of the addition of Jiang Chao, Dayao, and Jiang Chao's teacher, Lao Lu, Mingji's agent company started with a master's degree, so this is the start Crushed a bunch of new brokerage companies.

Of course, BenQ's agency still focuses on signing NBA players, supplemented by other sports, film and television stars, and so on.

Just like the footsteps of Chaoshen Sports, it first established a foothold in the sports industry.

And the recent Chaoshen Sports is indeed worthy of Jiang Chao's salary increase for Lai Shixian.

With the release of Chaoshen Sports' semi-annual financial report and the actual data of the annual performance announcement in the Tianchao market, the "international duo" pattern of Nike and Adidas for more than ten years was broken by Anta for the first time.

In the first half of the year, Chaoshen Sports surpassed Adidas in the domestic market with a revenue of 193.3 billion yuan.

Coincidentally, on the same day, Nike also released its financial results for the second quarter of fiscal year 2011, and its performance in China fell into a downward trend again, with revenue in Greater China falling 5% year-on-year to US$13.6 billion.

Under the ebb and flow, the gap between Anta, Chaoshen Sports and Nike is also one step closer.

This is equivalent to the direct sales of manufacturers and direct-sale stores in later generations, that is, they are not sold on the dealer's side. In this way, the upfront cost will indeed increase, because too much customer service and direct-sale stores will be added, and there are no dealers to buy shares. The hundreds of thousands of copyright and purchase fees directly paid are a lot of money for Anta and Chaoshen Sports.

The coconut was robbed by Jiang Chao, designer Kan is at a loss now.

On the other hand, Anta's R&D expenditure fell by 2 percentage points, accounting for 2.3% of revenue, about 5.4 million yuan.

The situation of Nike, another sportswear giant, is also not optimistic, but the overall range is small.

Lai Shixian believes that the core point of Adidas' encounter with "Waterloo" is that it is still dominated by elements such as the usual European and American fashion culture. Designing products in this way and adopting a universal version, the practice of "traveling the world with one routine" has failed.

This made Jiang Chao feel no pressure.

Then 10 years after Griffin stepped on the sneakers, Nike's reputation plummeted. At least those people who are based on the fact that Nike shoes are not bad will not buy Nike...

In the battle for the Chinese sports brand, Nike and Adi, which is no longer beautiful, the "Iron Throne" has finally changed.

In April this year, Nike's sales in Taobao's flagship store also fell by 4% year-on-year, which was halved from the same period last year, and the inventory squeeze also reached 59 billion US dollars in the fourth quarter.

Guan Xiaotong, a trainee recently recruited from China, said:
"In the past, I and a group of classmates followed the trend and often saved money to buy some joint-branded models from Nike and Adidas, but gradually found that some shoes were not only light in weight, but even felt very tight on the feet.

Among them, the sales performance of Nike in Greater China was under obvious pressure. In the fourth fiscal quarter, the revenue in Greater China fell by 20% year-on-year.In the last fiscal quarter, Nike's sales revenue in Greater China also fell by 5.2%.

Although Nike believes that the main reason for the decline in revenue in Greater China is that Anta and Chaoshen Sports are too aggressive.

The internal reason for the exchange of strong and weak sports brands at home and abroad is mainly due to the solidification of international brand marketing methods and the lack of innovation that follows the times.

If you Nike now produces phenomenal products like the Owen series, it may lose its momentum all of a sudden, because Nike's designers are really awesome.

This is of course related to Cai Chongxin.

It is too difficult to surpass Kobe... First of all, Curry Harden has to accumulate more fans.

Brands do not go through traditional intermediate channels, but mainly through social media, e-commerce platforms and self-built malls to connect more closely with consumers.

On the other hand, domestic sports brands are surging, Li Ning Anta Xtep's sales performance is booming, overseas acquisitions are frequent, and consumer recognition is gradually increasing.

The block design of the whole shoe body of the Vulcan generation, as well as various designs of Chinese ink painting, Taoist culture, etc., look like a fortress, and are deeply loved by young people.

The main reason is that the 10-minute half-time show of Chaoshen Sports and Ziya in China was too influential. Ziya’s first show has nothing to do with them being a sports brand in the mid-end market, but the product design of Chaoshen Sports also attracted attention. Eyes, Chaoshen Sports' announcement looks much better than Nike Adi's advertisement.

There are only two reasons:

Although there is a strong growth trend in the western market, such as sales in EMEA, North America and Latin America increased by 9%, 29% and 45% year-on-year respectively, but the sales of Adidas Greater China fell by 28% year-on-year. The "big landslide", thus dragging down the overall performance.

One is that the coconut commuter shoes series has become a hard currency explosion.

After the release of the annual report, the stock price of Anta Sports once rose by more than 5% (Chaoshen Sports is not listed, so Anta, the cooperative brand, rose).

Now speaking of it, I can say that I use the products of an international sporting goods company, and all the shows in China are fake. The data from the China Banking Regulatory Commission is not fake, and the sales of sneakers are not fake. In 2011, Curry’s sneaker sales exceeded Le Brown James, it is an indisputable fact that Harden's sneaker sales exceed Rose.

Jiang Chao sneered after seeing Nike's response.

This series of operations caused Li Ning of Koukou Soso to spend an extra 3 million RMB to keep up last year.

But now Adi has nothing to show.

This is almost a direct roll call.

Why has Adidas been able to compete with Nike since then?

Compared with the revenues of Nike and Adidas, the two international giants of Chinese wholly-owned companies in the same period, the revenue of Anta + Chaoshen Sports in 2011 was approximately 1.44 times that of Adidas China and 97% of that of Nike China.

"Sit on the second and watch the first" is Lai Shixian and Ding Shizhong's thoughts on the sprint in the last two months of this year.

And Jiang Chao’s Chaoshen Sports just entered the market at this time, which made domestic brands gain strong exposure and enjoyed the "patriotic" bonus, which also affected the incremental development of Nike and Adidas in China to a certain extent.

Chaoshen Sports did not come out because it was not on the market, but Anta asked Jiang Chao to call and criticize a wave of Ding Shizhong. To gain a place in the sporting goods market requires continuous technological progress.

With the Adidas Five Tigers in the Chinese market, only Howard of the Knicks sells a pair of star boots well. 10 billion euros increased to 23.4 billion euros.

According to a survey conducted by more than 12 people in Asia, more than 80% of Internet users said they would no longer buy Adidas products, and only 4% of Internet users still often buy Adidas products.

This is what Jiang Chao asked Lai Shixian to come up with. The DTC model refers to the business model that is developed, produced and sold by the same company.

99% of this is due to Jiang Chao alone, his superb sports, his Knicks winning effect, and the shoe-selling master Marbury he planted in the CBA...

But Jiang Chao is going to do this, to make domestic prices transparent and genuine, even if the cost is very high.

"Compared with the past, today's Chinese consumers like to have a 'Chinese feeling'", the CEO of Nike Sports publicly stated that Nike has not found this "Chinese feeling".

Even Nike, which is on top of the Iron Throne, is in danger in the Chinese market!
Jiang Chao also asked Lai Shixian to engage in some data and strategies for the business wars of all parties, so that he can be naturalized in the next step.

Note: The transformation of DTC (Direct To Customer) model improves the efficiency and quality of logistics. At present, DTC business accounts for nearly 70% of Chaoshen's business.

And Jiang Chao also learned from Lai Shixian in the office on the 8th floor of Chaoshen Building that all sports brands have noticed them now, and next year there will be a "China market war" for sports brands.

Because Nike’s response to Tianchao in the second half of this year is not to cut prices, but to give Tianchao’s orders from Southeast Asian factories to Tianchao’s factories, and even regularize some factories in Putian to strengthen quality and strengthen the high-end market. fly up.

According to the financial report, as of the fourth fiscal quarter ended May 2011, 5, total revenue fell by 31% year-on-year, and net profit fell by 1%.

In China, this is obviously not accepted by consumers.

Taobao searched for sports shoes and sports shoes, and the first ones were all Anta’s products, and Nike had to stand aside. At the same price, domestic sneakers are more connotative and handsome. At this time, shopping on Taobao is the only way. Young people, after seeing these domestic brands, they will not be able to catch the eye when looking at the design of Nike and Adidas.

With the emergence of various data in 2011, Nike and Adidas, which originally occupied half of the domestic sports shoes and apparel market, have fallen from the altar, showing negative growth to varying degrees.

The sneakers of Chaoshen Sports have also come into being completely because of the innovation after winning the championship this year and the Heizi basketball trend last year, but if you want to play like this, then I will have to catch up with you.

In contrast to domestic sports brands, a great situation of "the rise of the national tide" has emerged.

This is what Jiang Chao told Lai Shixian, don't stare at Adidas in the future.

Coupled with the later naming of the Madison Garden Arena and Knicks jerseys, Chaoshen Sports' advertising costs are almost catching up with Adidas, with a rhythm of billions a year.

Jiang Chao will not rest on his laurels. Although domestic brands have won the first battle in the marketing field through the use of public events, the factor of public sentiment is short-term after all, and the more important reason is the product.

And you must know that this is the case that Anta and Chaoshen Sports collectively adopted DTC magic last year. The DTC model will lead to an increase in store rental costs and staff costs, as well as an increase in advertising and publicity expenses.

So after 12 years, Adidas should gradually withdraw from the Asian market stage.

In addition, the financial report data show that Anta's advertising and publicity expenses increased by 2.4 percentage points last year, accounting for 12.4% of its revenue, with a rough estimate of 30.2 billion yuan.

While being able to produce and sell based on the needs of consumers, it also reduces the dealer links in the process of reaching consumers, preventing people from joining and investing in shares, and directly employing people themselves.

"We don't understand consumers enough, so we leave room for those Chinese competitors who do better..." Adidas CEO Rorsted recently concluded that Adidas made mistakes in China.

In the past 2010, Anta + Chaoshen has officially surpassed Adidas in the domestic market, and "sit on the second and watch the first" is really going to become a reality.

"Let's strengthen innovation while ensuring quality."

What's more, they have developed the top sole cushioning boost technology. This technology is much better than any zoom air cushion, so that sneakers, sports shoes, running shoes and even leather shoes loaded with boost technology are very popular. Way, the feeling of stepping on this boost is so cool.

You must know that the people who buy genuine priced sneakers in Tianchao are basically either Nike or Adidas. They are willing to buy Putian pirated Nikes and Adidas will not buy domestic brands. Anyway, the price is similar, so I might as well buy a standard.

The industry expects that, according to the current revenue growth rate comparison, Anta + Chaoshen will complete the surpassing of Nike China in 2012.

Therefore, Jiang Chao is very confident in saying such things, and we will no longer regard Adi as an opponent!

The horseshoe design of Harden's first and second generations, and the automatic rotating shoelaces of Curry's second generation...

ANTA's "cash cow" FILA brand had a revenue growth rate of 2011% in 25.1, and Chaoshen basketball shoes increased by 10% compared with 259. It should be calculated according to the market segments. Anta + Chaoshen Sports independent brand The model shows a good momentum of rapid growth, which fully verifies the success of the group's multi-brand incubation and operation capabilities and the early layout of the niche market segmentation track strategy.

That is to say, no one bought them even when they lowered the price, which was impossible 2 years ago.

In 09, the incident of cutting corners in Southeast Asian factories once made their 100 yuan sneakers not as good as the yuan pirated version in Putian.

But he also had to admit that part of the factor came from the "resistance" of the Chinese people.

This is why the recruitment of Mingji Brokerage Company will be so smooth, full of confidence.

Ding Shizhong said that this is not keeping pace with your promotion. Their 30 billion marketing is on the cutting edge, from the future Tokyo Olympics to the Imperial Winter Olympics, from signing Wu Ying as the global chief spokesperson of Anta to betting on Jiang Future potential athletes such as Gu Ailing and Wu Dajing, who are super-signed, directly use the best sports products for them. Anta's marketing card last year can be described as explosive.

And Jiang Chao, the boost spray particle technology, made the scientific research department start working overtime and researching like crazy, and he will definitely not be slower than the German chariot guy.

After walking for a day, I pretended to be pretty, and my feet really hurt.

Later, I felt that domestic brands of shoes have developed well in the past few years, they are comfortable to wear, and the price is much friendlier, so it is reasonable to choose to support domestic brands.”

This passage was not said after joining Chaoshen Entertainment, it was said by Guan Xiaotong when he was questioned by Nike inspectors during school.

Neither humble nor overbearing, merciless!
"That's right, student Guan Xiaotong."

Trade War! !