Before this season, the CBA is only a Guangdong Tigers, with 6 wins 5 years, the brilliant record, with tens of millions more each year in Dongguan Bank signed the title sponsorship, no other
team title costs reach tens of millions. Because last season to sign to "stick" Wales and continuous broadcast by China Central Television match, the team sharp rise in popularity of Shanxi Fen Gucci handbags
Wine Group this season, signed with the title, but when you have six million. The Jilin - this did not make the playoffs last season, the lack of star signs cost the team title, setting a CBA title
costs the most. Meanwhile, the Shanghai team - last season's first 17, and Maxxis tires to sign the title fees are about a million, reaching the highest level CBA title fees, far more than their
record and strength .
Obviously, companies in the choice of title sponsorship of the basic starting point, not the team's record. To be honest, these enterprises may not be the decision makers themselves sports fans
or basketball fans. They decide whether to sponsor, what amount of sponsorship, the corporate brand and the team is linked both to see whether the quality of the team and business fit, it is the
resulting eye effect and social influence. Under the big field on the community, a team of CBA league record is too specialized a topic - goal of the tea industry and tire sales group, how many
truly understand the record of Jilin and Shanghai? More consumers are from the emotional point of view, business income is to create emotional benefits. For example, in Shanghai, people will not
say "This is the last season's first 17", would only say, "This is Yao's team," the title in Shanghai, Yao Ming, etc., and then built up the image of contact; Speaking of Jilin, not would say,
"Chung Cheng and Yu Shu Dragon", but "this is the team Jian-Hua Huang," Jian-Hua Huang is a U.S. sports industry background, and the Cavaliers had just completed the acquisition of shares, so the Gucci bags
title Jilin, etc., and then dip the edges of the NBA .
At the same time, naming a team, but also help the enterprises in the city where the team expand its influence, and even improve their bargaining power with local government. There are numerous
city business, but a team can often become the city's cultural card. Alliance with the team and, therefore, win the people and the government. For enterprises, this means exploiting the boundary to
the city market.
The face of such marketing, the key way the company's CEO, renowned sports marketing expert Zhang gave me a term, called the "halo effect." Halo, is distributed by the brilliant, such as the
sun and the moon light; wheel, like the sun and the moon is next to the ring. Marriage by the title company, it's embraced in the ring under the complete quality improvement, and this is the means
of commercial marketing era. Yao Ming of the halo, is done on the court by his great achievements; Jian-Hua Huang's aura comes from his deep background in the sports industry and resources.
Halo, is a very interesting word. Maybe we can be so explained, standing Gucci commercial marketing point of view, Yao Ming is the sun, Jian-Hua Huang is the moon.
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