Anxious to leave the local competition brand Li Ning will sign O'Neal?

After signing Cavaliers defender Damon Jones at the beginning of the year, it was recently reported that "Li Ning" and the NBA Obadier "had something to do with it." It is reported that Li Ning Co., Ltd. will invite O'Neill to speak for him and sign the contract within 10 days. Although various trails continue, Li Ning has not officially released relevant information. The newspaper had contacted Li Ning, but as of press time, this newspaper has not yet received a clear reply. Compared with Jones, O'Neill's name is obviously more powerful. Li Ning's contract with him is tantamount to throwing a blockbuster on the Chinese sports market.

Top resources are "chicken ribs"

Earlier this year, Li Ning signed Jones for two years, and Jones became the first active player to compete in the NBA with a Chinese sports brand. It is reported that Jones's endorsement fee is about 250,000 U.S. dollars per year. However, not so much that Jones advertised Li Ning, it would be better to say that Li Ning promoted Jones. Because before the signing of Li Ning, Jones' influence in the country was almost zero. In the United States, Jones is nothing but an unknown NBA player. At the same time, Jones only started seven games last season, with an average score of 6.7, which was actually a "league" for the team.

When signing Jones, Li Ning once stated that in marketing and brand marketing in 2006, Jones will be the top marketing resource for basketball sports. However, with Jones' current record and influence, once Peak and other local brands sign more influential NBA players, Jones in the hands of Li Ning will be completely "tasteless" in his marketing strategy: no waste, it makes people laugh.

In fact, Li Ning chose Jones just because his record was fair and the endorsement price was low. Last year, after a strategic cooperation with the NBA, Li Ning asked the NBA to list a list of players who have not yet signed up and had low endorsement fees. At that time, Jones just set up 66 individual games with an average score of 11.6 in the Miami Heat. The highest record.

Want to kill local brands with "Shark"
Last year, Nike had annual sales of US$410 million in the Chinese market, Adidas US$385 million, and Li Ning came in third with US$300 million. In addition, the annual sales of local companies such as Anta have also reached around US$100 million. Compared to Nike, Anta, Peak and other local brands threaten Li Ning even more. At present, these brands have approached Li Ning in both product positioning and advertising marketing. As the leader of the Chinese sports brand, Li Ning is in urgent need of widening the gap with these local companies. Because CBA is not enough to carry Li Ning's international dream, James's price of 100 million US dollars is not affordable. Looking at the current basketball market, O'Neal is indeed a good choice.

Although O’Neill was in his late career, he just got his fourth championship ring. If Li Ning at this time "underarms" O'Neill, the remaining local brands will find it difficult to find a spokesperson to compete with them. As a result, the threshold for local brands to borrow NBA players for marketing will be greatly enhanced by Li Ning.