Li Na Has A Commercial Value Of More Than 200 Million &Nbsp; Directly To Yao Ming.

Endorsement

"We need to be cautious.

Li Na

The French Open tennis tournament, known as the performing miracle, is the 29 year old Li Na.

After Roland Garros won the title, Li Na became the first Asian champion to win the tennis Grand Slam championship.

Commercial value directly to Yao Ming

It is reported that won the French Open champion, Li Na won nearly 11 million 400 thousand yuan in the bonus, the world ranking rose to fourth place, and with a total career bonus 41 million 890 thousand yuan, ranking the first prize in the WTA season.

As a result, Li Na's commercial value will soar in geometric progression. Insiders believe that Li Na's endorsement fee will exceed at least 200 million yuan this year.

Despite Li Na's outstanding performance, he entered all 16 major Slam finals, with Wimbledon entering the top 8 and Australia open to the top 4. Li Na also won 3 WTA singles titles.

But these achievements are not enough to attract more businessmen's attention.

With the signing of a world-class brokerage firm, IMG, after the solo flight, Li Na has gradually entered the vision of international businessmen.

In 2009, Li Na signed a contract with Nike. According to an insider, the contract gave Li Na Limited Business returns.

In the first half of this year, a Canada Company named SpiderTech asked Li Na to endorse millions of yuan.

Since then, Li Na has become a spokesman for the world's leading retailer Haagen Dazs and the top Swiss list of Rolex.

The industry pointed out that only Rolex endorsement, it brought Li Na at least tens of millions of yuan income.

Li Na's commercial value will skyrocket after the French Open.

The industry pointed out that with the Grand Slam title, Li Na's endorsement fee for Nike will be raised to around 20 million yuan in the future.

It is estimated that only the current endorsement fees and bonuses, Li Na's total revenue will soar to 30 million 870 thousand yuan. In the 2011 Forbes China celebrity list, it will surpass Liu Xiang and Yi Jianlian, becoming the second highest player in the list, and is expected to challenge Yao Ming in 2012.

The industry said that the domestic market is likely to bring Li Na nearly 100 million yuan of business income.

Yao Ming's international influence is based on his performance in the NBA arena, but so far, Yao Ming has always lacked a championship title.

Comparatively speaking, tennis has a large audience in western countries, and Li Na has won the title of Grand Slam champion. Yao Ming lacks this level.

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Companies need to be cautious about choosing Li Na's endorsement.

After winning the title, Nike's stores began selling posters, which were sold out in a short time, and more fans expressed their desire to buy the yellow T-shirt worn by Li Na team.

As Li Na's brand sponsor, Nike will undoubtedly usher in a good harvest season.

For the sponsors, even if Li Na wins the second runner up, it will bring huge business benefits.

Before the start of the French Open, Nike has promoted Li Na as a typical image in its women's series marketing activities. There has been a close relationship between the brand and the spokesperson. After winning the championship, Nike has launched the related advertising and products with a very fast hand.

However, for sponsors, it is now a harvest season rather than an investment opportunity.

Although many local brands extend olive branches to Li Na, domestic brands need to be cautious in choosing Li Na's endorsement.

"Tennis's recognition in China is not high for the time being. Most of the domestic enterprises are not very profitable at the moment, and the high price is easy to win."

Ye Feng, an enterprise strategy and brand marketing expert, pointed out that

Although Li Na has already become a hot topic at present, but now Li Na is facing the older restrictions. Whether the future play will be stable will make the sponsors who are not strong enough to take a big risk.

According to usual practice, after winning the championship, the endorsement price of athletes in China naturally rises.

"This is easy to cause high investment."

Zhao Yu, a strategic consultant at the Consulting Department of sports Consulting Co., Ltd., pointed out that once the competitive level falls, enterprises will suffer heavy losses.

In addition, these brands can not build a good brand relationship between Li Na and the brand.

"This win will make Li Na become the associated image of many brands looking forward to appearing in the international market or opening up the market."

Zhao Yu pointed out that, because IMG, a sports agency of Li Na, as an international top brokerage company, has chosen a relatively international brand endorsement line for Li Na. Whether Nike or Haagen Dazs, at least on the Chinese level, it has the top-level and international attributes.

From a short-term perspective, Li Na is more likely to become an international brand of Sinicization.

"It's too early to talk about Li Na's commercial influence."

Zhao Yu reminded, "because the influence of the French Open champion is relatively limited, in other words, the net is not perfect enough, and now the women's tennis circles belong to the age of heroes. Taking a grand slam is not so absolute. Even the world's first is difficult to explain."

Li Na said that after the French Open won the championship, she would not return to China for the first time. She has quickly shifted her focus to Wimbledon about two weeks later.

"Li Na's strength needs to be further confirmed in Wimbledon and the US network. At the present stage, it is a little careless to pay attention to its soaring value."

Zhao Yu told reporters.

In addition, it is worth noting that the development of commercial value of women tennis players needs more than just ball games. Appearance and stature are also crucial factors. If a brand can truly discover Li Na's brand fit at the female level, it will achieve greater success.

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Interpretation of Li Na effect

She won the most popular tennis tournament in the West.

It has been said that Li Nacheng has made a new image of the Chinese people. After 10 years of hardship, the self-confidence and peace shown by her represent the process and mentality of Chinese internationalization.

Others say that winning the title means doubling the value of her commercial brand, such as the success of Yao Ming, Ding Junhui and Li Na, or will drive an industry forward. Behind her successful step, it also shows a strategic attempt of China's sports industry from the whole country system to marketization and internationalization.

From solo to Championship

Li Na becomes a new image of China

Fluent English, typical Western humor, the unyielding joy after winning the championship and thanking the sponsors and the winning caddies, if you have been impressed by the Hubei girl who has just won the French Open champion, it may be hard for you to imagine that the "atypical" Chinese player has also experienced the most traditional and rigorous training of the provincial team and the national team.

However, in 2008, when Sun Jinfang, director of the tennis management center of the State General Administration of sport, tried to let the players fly solo and accepted the experience of marketization and internationalization, Li Na seized the opportunity and changed himself.

For the past finals, many people never forget, and often talk about excitement.

This makes the commentator Li Na of the CCTV high network broadcast live in the finals of the day. Hu Litao, who is a commentator of the finals, regrets, "when he comes to the CCTV high network channel for more than 4 years, as a tennis commentator, he can not calm down. It is difficult to explain this game with special reason. Now I want to go out with the fans to celebrate."

If you speak with numbers, according to CCTV insiders, the national audience rating of CCTV5 live by Li Na won 2.75, the total number of viewers is as high as 95 million 770 thousand, plus the CCTV news channel, the total number of national viewership reaches 116 million.

In contrast, in January this year, Li Na and Kim Clijsters's Australian Open women's singles final, CCTV5 ratings of only 1.42, just 6 months, Li Na's appeal force broke out.

"In fact, most of the viewers do not understand tennis at all. They just rush to Li Na and attack the Chinese law, the highest honor of the tennis world."

He Wenyi, deputy director of China Sports Industry Research Center, said.

However, he emphasized that through the live broadcast of this event, more people knew about tennis, which is the most direct influence and the most powerful impetus to Chinese tennis.

Zhang Junhui, who was once in the semi-finals to watch the match in the semi-finals, told reporters that the scene felt great on that day, which was clearly a European visual feast, but it eventually turned into a cheer party for Asian girls.

"This has been exaggerated as a social event in foreign countries. Li Na's influence is far more than the shock of the result of a competition. It also surpasses the excitement of winning the prize. People can see from her that the demeanor of a brand-new great power athlete.

So far, no single project has surpassed the global effect of this tennis championship.

Zhang Junhui said.

Environment, talent and opportunity

One person drives an industry.

A person can not play a decisive role in the development of sports in China, but her driving role is very strong.

In fact, at the time when some players were allowed to try solo, many people did not expect that in a short span of 3 years, Li Na, once a traditional athlete, could achieve her own value in the world arena when a tennis item was not valued by the Chinese. No one expected that Li Na's recognition would not only bring her fame and fortune, but also play a positive role in promoting the tennis industry in China.

"The reason why China advocates the whole nation system is closely related to the national complex and patriotism. Li Na's excellent performance has strong appeal to the Chinese people.

The French Open has been a milestone in her personal career and is also a milestone for Chinese tennis.

In the past, China's tennis population increased at an annual rate of 20% (here is the tennis population, who insists on playing two times a month and not less than one hour each time). In recent years, the number of youngsters learning tennis has increased annually and the number of students studying tennis abroad has increased. Therefore, we believe that Li Na can play a good exemplary role in the reform of China's sports system.

In Zhang Junhui's view, early exposure to the market and access to international competitions made the independent Li Na's personal experience and team strength rise. More importantly, during the process of participating in international competitions, her psychological quality and skills and tactics had been improved qualitatively, and the follow-up and effort of commercialized operation made her rise to the next level.

And after her success, it played a vital role in the development of tennis industry in China.

"Such a success is hard to replicate so far.

When it comes to Li Na, we naturally associate ourselves with athletes who are also playing abroad, such as Yao Ming and Ding Junhui.

But their situation is different from that of Li Na.

When Yao Ming joined the new system in the United States, the Americans molded him. Ding Junhui was originally a professional athlete, and snooker did not have a national team in China. He began to integrate into the commercialization and marketization mechanism.

Li Na was the same as the athletes of all countries, and grew up step by step from the provincial team and the national team.

Sun Jinfang brought Li Na a new development platform.

From the perspective of development, tennis and Li Na's development are a typical example.

Zhang Junhui said.

Confidence and achievement

Brokerage firm has strong operational capability.

The news of Li Na's French Open won the news.

Li Na's current commercial value has reached at least 200 million yuan, compared with 5 million yuan last year.

After winning the Grand Slam, Li Na first thanked the sponsors and attracted many topics for her.

"I think the subject she thanked at that time was arranged in sequence with emotion.

But objectively speaking, the role of sponsors in international sports events and in an athlete's career is very important.

Without the support of the sponsors, her coach team, rehabilitation team and all guarantees can not be achieved without the support of the national system. It is difficult for her to participate in so many competitions.

In addition, if there is no economic foundation, Li Na's good grades, fluent English and self-confidence are hard to achieve, so strong financial support is also a necessary factor to win. "

In response, Zhang Junhui said.

This support became a real gain with Li Na's victory.

On the second day of the championship, Li Na's endorsement of Nike appeared in all kinds of media. The Nike store in Paris Champs Elysees posted the poster of Li Na to win the title in early morning, and the flagship store in Beijing, China, also hung out the poster of Li Na winning the championship for the first time.

However, careful people have found that since the end of 2008, the advertising endorsements were basically internationally famous brands. Compared with the advertisements endorsed by Zheng Jie, Yan Zi and Peng Shuai alone, there are more sports brands in China, such as Zheng Jie endorsing Anta and Yan Zi endorsing TCL.

"This actually reflects the precise vision and strong economic operation capability of Li Na's brokerage company team."

For this reason, Hu Litao analyzed that after the four golden flower solo of China's tennis industry, they signed their own brokers, and Zheng Jie and Peng Shuai both signed a domestic brokerage company.

But Li Na has signed the IMG group, the world's top sports broker company.

Interestingly, Sarah Bo Va, who joined Li Na in the 1/4 finals, was also signed under IMG. The two sides competed fiercely on the field, and became a "same door" on the side of the brokerage company.

IMG is the leading customer management company in the tennis world, acting as the world's best male and female tennis player (such as Federer, Nadal, Williams, Blake, etc.).

In addition, IMG owns, manages and represents many of the world's leading tennis tournaments, including the Sony Ericsson open, the Australian Open, the India Chennai tennis open and Wimbledon Tennis Championships, as well as many other famous events.

In September 28, 2009, IMG announced a contract with Li Na.

However, IMG has not let Li Na endorse any brand after signing the contract.

"This reflects the vision of IMG."

Hu Litao analyzed, according to the state of Li Na at that time and the strength of IMG, it was impossible for Li Na to endorse famous brands and even some international brands. But IMG confirmed that Li Na would become an internationally famous star, and Li Na would be promoted after the Grand Slam, which would make Li Na's body in the advertising world skyrocket.

Facts have proved that IMG does have a unique vision.

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Chinese enterprises do not have the word "one sister".

And in a list of world brands endorsed by Nike, Rolex and Haagen Dazs, there is no sign of a Chinese company. This fact makes people sigh with emotion: Li Na is a Chinese athlete. Why did she have no chance to speak with Chinese enterprises when she became a "sister" in Chinese tennis?

"It can not be said that Chinese enterprises have no vision of the world, but there are few eyes.

At present, the sports enterprises in China are quite different from the multinational enterprises in terms of their cognition and operation ability.

This is not the gap between funds, but the gap of understanding.

Internationally, tennis sponsorship companies are many and powerful, such as banks, insurance, and big brand fast sports consumer enterprises.

Chinese enterprises do not pay much attention to tennis players and tennis tournaments.

Many companies also think tennis is not a big project in China.

It's better than football or basketball, maybe less than table tennis. "

In response, Zhang Junhui said.

According to Hu Litao, the price difference between the international brand and the domestic brand is relatively large, and the endorsement price of the international brand will usually be more than 5-10 times of the domestic brand price.

Besides, for the international sports brokers such as IMG, the instability of domestic sports brands is also one of the reasons why they have allowed their sports stars to sign contracts cautiously.

"For example, some enterprises in China will appear. After the signing of sports stars, the problems of sports stars will be damaged due to the problems of enterprises."

In Hu Litao's view, domestic enterprises are not bad money, but because of the imperfections of the domestic sports brokerage market and the quick success and instant benefits of some enterprises, the international brokers such as IMG are quite cautious when choosing domestic brands.

Compared with the prudence of foreign brokerage firms, He Wenyi believes that the domestic sports brokers appear to be more eager for quick success and instant benefits. Most of them want to earn "quick money". Athletes who have sports achievements can be promoted too early, though they can earn some money, but they have a great impact on their career.

viewpoint

Not all projects are marketable.

Many times, people look back at yesterday and think that yesterday's decision should be reasonable.

But if we go back to yesterday, we still have the courage to make decisions that are enough to affect today.

From a professional point of view, Li Na won the championship will undoubtedly strengthen the confidence of the development of tennis professionalism, but in the year, decided to let Li Na fly solo is a very difficult thing, need to make a big decision.

Some people say that if there is no Sun Jinfang, who is the first to eat crabs in China's tennis program and dare to try to let the athletes fly solo, I'm afraid Li Na will have to earn such a high international honor for a long time.

Sun Jinfang, a volleyball player, has received rigorous experience from the national team and won many prizes.

At the end of 2008, Sun Jinfang pushed forward the structural reform with all kinds of pressure and allowed Li Na, Zheng Jie, Yan Zi and Peng Shuai to solo.

For Li Na, who won the French Open, Sun Jinfang said Li Na's great success in the Grand Slam tournament and the achievements of Chinese women's tennis in international competitions in recent years, first benefited from the rapid development of society, politics and economy since the reform and opening up. At the same time, it also benefited from the innovation and reform of Chinese sports in the new era, and it was the result of the untiring efforts, pursuit and exploration of generations of tennis players.

"This should also touch the professional development of sports departments and other sports.

But the nature of sports events is not exactly the same.

Tennis is a kind of individualized movement, and many factors can contribute to Li Na's success.

A good environment coupled with the talents of athletes can succeed.

But many sports programs that have already been managed very strictly in China, and have also made achievements, will be difficult to market.

For example, table tennis and badminton and some group projects will be very difficult, which is related to environment and project characteristics.

But Li Na's victory will be a driving force. Leaders in charge will find ways to integrate individualized sports with internationalization. "

Zhang Junhui said.

Don't overdo her when you love her!

For Li Na, who won the French Open champion, there is a voice on the Internet that whether tennis will rise in China's sports will rise over some of China's advantageous projects, such as ping pong.

In response, Li Yongbo, chief coach of China national badminton team, said in an interview with the media that tennis and table tennis and badminton should not be compared.

Tennis, including track and field Liu Xiang's 110 meter hurdles, is very difficult for them to win the first place.

"But tennis is beyond table tennis. What is table tennis? Ping pong is a national ball.

How can the status of the national ball be overtaken? "For the sake of Li Na, please don't overpraise her. Chinese people have this preference, so long as people get results, they will fight for it.

Athletes should keep awake, or they will not go far.

Li Yongbo said.

"In fact, in the past 2004-2008 years, we have been discussing the issue of gold content in gold medals.

Although ping pong's performance is good, its international influence and gold content are much different from that of tennis, football and basketball. Some people say that pingpong competition is the competition of Chinese at the end, and the highest level of management and the highest level of commercialization in the world is football, and the second is tennis.

Tennis has competitions every week. Every year, more than 1000 men and women athletes compete for more than 50 games worldwide, which can not even play basketball.

According to Zhang Junhui, taking NBA as an example, it is the first professional basketball match in the United States, but the degree of internationalization is not enough.

Tennis is a very strong international project, so it is not easy to get a grand slam for a tennis tournament.

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International brand chasing will exceed Yao Ming, Liu Xiang, Li Nacheng and China's new gold sucking king.

1 trophies, 200 million worth, after the French seal Li Na is likely to surpass Yao Ming and Liu Xiang, and will become a new generation of sports gold sucking king in China.

Li Na won the French Open women's singles championship trophy and became the first Asian tennis player.

After the French Open, Li Na also earned gold and silver. With the French crown prize of about 1 million 750 thousand dollars (about 11 million 385 thousand yuan), Li Na's total bonus will reach 3 million 227 thousand yuan (20 million 910 thousand yuan) this season, which is almost equal to her total prize money in the past 12 years. According to experts, Li Na's endorsement fee will easily reach 200 million yuan this year, and its commercial value will far exceed Yao Ming and Liu Xiang, becoming a new spokesperson for China's sports.

Gold absorption and quantity

The WTA prize topped $6 million 464 thousand.

After winning the three championship in the Universiade, retiring suddenly, resurfacing and performing miracles again and again, Li Na picked up the racquet to win the French Open in 2004, and in the 12 years, the late arrival of the great talent finally completed the leap.

Li Na's single season WTA bonus ranking has also jumped to the top of the list from the top 100. The WTA world rankings will rise to fourth next week, becoming the first Asian tennis player.

Before the current French Open, Li Na earned more than 1 million 470 thousand dollars (9 million 530 thousand yuan) in the season's bonus. As the only two tennis player to enter the Grand Slam finals this season, Li Na won 1 million 750 thousand dollars by the French Open champion.

So far, the total prize money of her season has surpassed that of Kim Clijsters, Caroline Wozniacki and azarenda ahead of her. The total number of bonuses this season has topped the list.

Li Na's total Career Awards totaled $6 million 464 thousand (about 41 million 890 thousand), and also set a record of $5 million 270 thousand for Sugiyama Ai, the highest prize winner in Asia.

Gold absorption ability

The new target of international brand will exceed Yao Ming Liu Xiang

After the French Open, Rui Chenggang, the host of CCTV's economic channel, predicted that Li Na's endorsement fee would easily reach 200 million yuan this year. It is estimated that Yao Ming's income will be around 130 million this year, and Liu Xiang will be lower. Li Na will surely become a new "National image" in.

A year ago, Li Na's income in business was only 5 million yuan, or even less than her teammates Zheng Jie and Peng Shuai. With her success in the Australian Open and French Open, popularity and international fame continued to rise, Li Na soon attracted the attention of sponsors.

Statistics show that in 2003, Liu Xiang endorsed the cost of a drink for only 350 thousand yuan, but before the opening of the Olympic Games in 2008, Liu Xiang's first endorsement price reached 12 million yuan.

With the French Open, Li Na's value will also soar. For example, in 2009, the sports brand Nike did not give Li Na much of the contract. In the future, Li Na's endorsement fee for Nike was around 20 million yuan.

The contract signed by Switzerland's top list of Rolex and Li Na is also around 18 million yuan.

Apart from international brands, many domestic enterprises are also keeping a close watch on the new idols. As the only big international female in the world, Li Na's commercial value will not be lower than Liu Xiang at that time.

Liu Xiang's domestic commercial value has exceeded 100 billion yuan, and it is estimated that Li Na will reach 150 million yuan.

Gold absorption

Winning the title of derivatives to become businessmen "rocking Qian Shu"

Paris Champs Elysees street Nike head office has posted the posters of Li Na's winning title, while the flagship store of Beijing, China, has been hanging out the poster of Li Na for the first time.

Yesterday, reporters saw that in the Wangfujing (600859) Nike Beijing flagship store door has already hung out a big wall "sports change everything" champion posters.

Reporters learned from the store that yesterday morning, many fans of Li Na, "Na ion" came to the franchise store to buy Li Na's products.

Yesterday, Nike Wangfujing flagship store in Beijing changed to the posters of Li Na's winning the title. Many Nike franchised stores also changed their windows.

After winning the title, Li Na also launched the "China net Li Na first battle super value gift package" to facilitate fans watching Li Na's close competition in the National Day golden week.

Li Na has already confirmed that she will play this year's China net.

Li Na's first battle super value package includes this year's China net Li Na's first battle central stadium ordinary stand ticket and Li Na's image in the net signature book, which sells for only 120 yuan. At the same time, the ticketing ticket of China network also specially launched Li Na's first battle VIP gift package at a price of only 900 yuan, including Li Na's first battle central stadium VIP seats, VIP food and Li Na image in the net signature book.

According to the reporter, all fans who rush to buy the net Li Na's first super bag will be able to join Li Na's fans' fans group and concentrate on the Central Gold court.