NBA: Start with 2 billion, buy the Knicks

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

Not to mention, because of Jiang Chao’s idol bonus, there are many people who come to sign. These people are equivalent to giving money indirectly. The agent is actually nothing. If you have the ability, he will help you find a job and make money.

If you get a commission from a broker, this is a position that only requires labor costs.

Like an artist agent, they are basically half a nanny. However, because of the addition of Jiang Chao and Dayao, as well as Jiang Chao's teacher Lao Lu, BenQ Agency's employees are all graduate students, and this is where it started.

Crush a bunch of new brokerage companies.

Of course, BenQ Agency still mainly signs NBA players, supplemented by other sports, film and television stars, etc.

Just like the footsteps of Chaoshen Sports, first take root 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 the semi-annual financial report of Chaoshen Sports and the actual data of the full-year performance announcement in the Chinese market, the "international duo" pattern of Nike and Adidas that has lasted for more than ten years has been broken by Anta for the first time.

In the first half of the year, Chaoshen Sports' revenue of 19.33 billion yuan surpassed Adidas in the domestic market.

Coincidentally, on that day, Nike also released its financial results for the second quarter of fiscal year 2011. Its performance in China fell into decline again, with Greater China revenue falling 5% year-on-year to US$1.36 billion.

As a result, the gap between Anta, Super Sports and Nike has become closer.

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

"Sit back and watch one" is Lai Shixian and Ding Shizhong's idea for the last two months of this year.

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

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

The industry predicts that based on the current revenue growth rate, Anta + Chaoshen will surpass Nike China in 2012.

This is why BenQ Brokerage Company recruits so smoothly. It’s very confident.

Now you can say that you are using products from an international sporting goods company. The Chinese games and catwalks are all fake. The data from the China Banking Regulatory Commission is not fake, and neither are sneaker sales. In 2011, Curry’s sneaker sales exceeded LeBron James’s.

It is an indisputable fact that sales of Brown James and Harden sneakers exceed those of Rose.

It would be too difficult to surpass Kobe... First, Curry Harden needs to accumulate more fans.

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

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

It's just a matter of naming them directly.

The main reason is that the 10-minute halftime show between China Chaoshen Sports and Ziya was too influential. Ziya’s first show had nothing to do with them being a mid-range sports brand, but the product design of Chaoshen Sports also attracted attention.

Wow, Chaoshen Sports’ announcement already looks much better than Nike and Adidas’ ads.

Coupled with the subsequent naming of the Madison Garden Arena and Knicks jerseys, Super Sports' advertising expenses have almost caught up with Adidas, with a pace of several billion a year.

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

Note: The DTC (Direct To Customer) model has been transformed to improve the efficiency and quality of logistics. Currently, DTC business accounts for close to 70% of Chaoshen’s business.

This was created by Jiang Chao and Lai Shixian. The DTC model refers to a business model in which the same company develops, produces, and sells products.

Brands do not go through traditional intermediary channels, but mainly through social media, e-commerce platforms and self-built malls to have a closer connection with consumers.

While being able to produce and sell based on consumer demand, it also reduces the dealer link in the process of reaching consumers. It does not require people to join in and take shares, and it directly hires its own people.

This is equivalent to the manufacturers of later generations who sell directly to direct-operated stores, that is, they do not sell them through dealers. In this case, the upfront costs will indeed increase, because too many customer services and direct-operated stores will be added, and there are no dealers to take shares.

The direct payment of hundreds of thousands in copyright and restocking fees is a huge expense for Anta and Chaoshen Sports.

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

In addition, financial report data shows that Anta's advertising and promotion expenditures increased by 2.4 percentage points last year, accounting for 12.4% of revenue, with a rough estimate of 3.02 billion yuan.

In contrast, Anta's R&D expenditures fell by 2 percentage points, accounting for 2.3% of revenue, to about 540 million yuan.

Chaoshen Sports did not come out because it was not on the market, but Anta made Jiang Chao call and criticize Ding Shizhong. R&D expenditures can never be reduced. Anta and Chaoshen Sports do not have Converse sneakers. For phenomenal products like AJ1, they must

Continuous technological advancement is required to gain a place in the sporting goods market.

Ding Shizhong said, "Don't you keep up with the pace of your promotion? Their 3 billion marketing is all on the cutting edge, from the future Tokyo Olympics to the Imperial Winter Olympics, from signing Brother Wu as Anta's global chief spokesperson to betting on Jiang

The super signed Gu Ailing, Wu Dajing and other potential athletes in the future are directly provided with the best sports products. Anta's marketing brand last year was really explosive.

This series of operations led to Li Ning, which owns Kuaishou and Sosou, spending an additional 300 million RMB last year to keep up.

The FILA brand of Anta's "cash cow" had a revenue growth rate of 25.1% in 2011, and Chaoshen basketball shoes increased by 259% over 2010. To sum up according to market segments, Anta + Chaoshen Sports independent brands

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 early layout of niche market segmentation track strategies.

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

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

Looking back at domestic sports brands, the "rising national trend" is showing a promising situation.

Nike and Adidas are no longer in glory. In the battle for Chinese sports brands, the "Iron Throne" has finally been replaced.

Although there is a strong growth trend in Western markets, such as sales in EMEA, North America and Latin America, which increased by 9%, 29% and 45% respectively year-on-year, Adidas Greater China's sales fell by 28% year-on-year.

"Big landslide", thus dragging down overall performance.

99% of the reason for this lies with Jiang Chao, his superb sports, his Knicks championship effect, and the shoe sales master Marbury he planted in the CBA...

Even Nike, the leader of the Iron Throne, is in danger in the Chinese market, okay?

Jiang Chao also asked Lai Shixian to get some data and strategies on the business war between the parties for his next step of naturalization.

With the Adidas Five in the Chinese market, only a pair of Knicks star Howard's shoes are selling well. Their strategy is to proactively implement measures to reduce prices and clear excess inventory, but this has not reversed the situation, because the inventory backlog has increased from 10 years to 10 years.

EUR 2.34 billion increased to EUR 2.9 billion.

That is to say, no one bought it even though they lowered the price. This would not have been possible 2 years ago.

You must know that the people in China who buy genuine sneakers at reasonable prices are basically from Nike or Adidas. They would rather buy pirated Nikes from Putian than Adidas from domestic brands. The prices are about the same anyway, so I might as well buy a standard one.

According to a survey in Asia involving more than 120,000 people, more than 80% of Internet users said they no longer buy Adidas products, and only 4% of Internet users still regularly purchase Adidas products.

Therefore, Adidas should gradually withdraw from the Asian market in 12 years.

These are Jiang Chao’s original words to Lai Shixian, don’t stare at Adidas in the future.

Why can Adidas continue to compete with Nike? It has also been very popular in the Chinese market. Even because the workmanship is better than Nike, the reputation is much better than Nike.

There are only two reasons:

One is that the coconut commuter shoe series has become a hot currency item.

There is also the fact that they have developed the most advanced sole cushioning boost technology. This technology is much better than any zoom air cushion. So much so that sneakers, sports shoes, running shoes and even leather shoes equipped with boost technology are all selling well.

No way, this boost feels so good under your feet.

However, Adidas has nothing to offer now.

The coconut was snatched by Jiang Chao, and the designer was confused now.

As for the boost spray particle technology, Jiang Chao's scientific research department has started working overtime like crazy on research, and it will definitely not be slower than the German tanks.

Therefore, Jiang Chao is very confident when he says this. We just won’t regard Adi as our opponent anymore!

The situation of Nike, another sports footwear and apparel giant, is also not optimistic, but the overall range is very small.

The financial report shows that in the fourth fiscal quarter ended May 31, 2011, total revenue fell by 1% year-on-year, and net profit fell by 3.7%.

Among them, Nike's sales performance in Greater China is under significant pressure, with revenue in Greater China falling 20% ​​year-on-year in the fourth fiscal quarter. In the last fiscal quarter, Nike's sales revenue in Greater China also fell by 5.2%.

Nike's sales in Taobao flagship stores in April this year also fell 59% year-on-year, halved from the same period last year, and inventory squeeze also reached US$2.5 billion in the fourth fiscal quarter.

This is of course related to Cai Chongzhen.

When searching for sports shoes and sports shoes on Taobao, the first ones listed are all products of the super god Anta. Nike has to step aside. At the same price, domestic sneakers are more meaningful and handsome. In this period, shopping on Taobao is essential.

Young people, after seeing these domestic brands, will not be able to look at the designs of Nike and Adidas.

The horseshoe design of the first and second generations of Harden, the self-rotating shoelaces of the second generation of Curry...

The full-body square design of the Vulcan generation, as well as various Chinese-style ink and wash, Taoist culture and other designs, look formidable and are deeply loved by young people.

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

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

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

In 2009, the incidents of cutting corners in Southeast Asian factories once made their thousand-yuan sneakers inferior to Putian's 100-yuan pirated ones.

Then in 10 years, after Griffin broke out of sneakers, Nike's reputation plummeted. At least those people who believe that Nike shoes are not worn out will not buy Nike...

Jiang Chao's Chaoshen Sports happened to enter the market at this time, allowing domestic brands to gain strong exposure and reap "patriotic" dividends. It also affected the incremental development of Nike and Adidas in China to a certain extent.

"Let's strengthen innovation while ensuring quality."

Jiang Chao sneered after reading Nike's response.

Because Nike’s response to China in the second half of this year is not to cut prices, but to give all orders from China’s factories in Southeast Asia to China’s factories, and even formalize some factories in Putian to strengthen quality, strengthen the high-end market, and produce limited quantities.

Fly up.

This made Jiang Chao feel no pressure.

The internal reasons for the trade-off between the strengths and weaknesses of domestic and foreign sports brands are mainly due to the solidification of international brand marketing methods and the lack of innovation to follow the times.

If Nike were to create a phenomenal product like the Irving series, Super Sports might suddenly lose momentum again, because Nike’s designers are really awesome.

Chaoshen Sports' sneakers have completely taken off because of the innovation after this year's championship and last year's black basketball trend. But if you want to play like this, then I have to catch up.

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

Lai Shixian believes that the core point of Adidas' "Waterloo" encounter is that it is still dominated by the usual European and American fashion culture and other elements. It designs products in this way and adopts universal styles. The approach of "one routine traveling all over the world" has failed.

In China, this is obviously not accepted by consumers.

Guan Xiaotong, a recently recruited trainee from China, said:

“In the past, I and a group of classmates followed the trend and often saved up money to buy some co-branded models from Nike and Adidas. However, I gradually discovered that some shoes were not only not light in weight, but even felt very painful when worn on the feet.

After a day of walking, I was really pretending, but my feet were really hurting.

Later, I felt that domestic brand shoes have developed well in recent years. They are comfortable to wear and the price is much more friendly, so it is reasonable to choose to support domestic brands."

These words were not spoken after joining Chaoshen Entertainment. Guan Xiaotong said this when he was questioned by Nike inspectors during school.

Neither humble nor arrogant, show no mercy!

"That's well said, classmate Guan Xiaotong."

Business war!!