Why are Chinese characters printed in front of NBA Rockets jerseys?

In the Spring Festival of 217, the NBA will celebrate the 6th China New Year. In addition to exciting games, there will be specially designed China jerseys. Why did the NBA quit the China jersey? During the New Year, the Raptors and Wizards also joined the China jerseys. What's the mystery?

"The NBA has more than 3 million fans in China, equivalent to the population of the whole United States, and its market potential is unlimited." The above remarks come from Xiao Hua, president of NBA, which can explain the most important reason why NBA introduced China jerseys. China is the largest overseas market of NBA, and the development of NBA in China market cannot be perfunctory. It should not only persevere, but also innovate constantly.

Stern, the former president of p>NBA, launched the globalization strategy when he took office in 1984. Since then, China has gained the attention of the NBA. Jordan and his bull, as promotional tools of NBA, opened the door to China market. With Yao Ming becoming the top draft pick in 22, the NBA entered an explosive growth period in China. However, with Yao Ming's injury and retirement, Yi Jianlian and other China players also quit the NBA. The promotion of NBA in China has entered a bottleneck period. As Stern's successor, Xiao Hua can no longer stick to the previous business model and must make new changes. China cultural elements become the new business owners of NBA.

Spring Festival and Chinese are two major elements of China culture. The NBA launched New Year's Eve in 212, and the big-name stars of major teams went into battle to pay tribute to China fans. In 215, NBA China jerseys appeared, which became a new highlight of NBA New Year. When China fans see NBA players playing in China jerseys on the most important traditional festivals in the motherland, they will naturally have a sense of intimacy and identity and achieve the best publicity effect. In 215, the NBA took the lead in launching the China version of the Rockets jersey. When the NBA just launched the China jersey, Yao Ming's old club, the Rockets, took the lead in trying it. Yao Ming's feelings at that time may be what the NBA most wanted to see. Yao Ming said: "I am very happy to see the Rockets pay tribute to the most important traditional festival in our country in this way." . "Mr. Alexander (the owner of the Rockets) and the Rockets respect the culture and customs of China and regard China fans as a member of the Rocket family. The Spring Festival is here, and I am very excited to see the rocket put on the New Year jersey. "

due to the implementation of the new broadcasting contract, the annual revenue of NBA is expected to exceed $8 billion. According to media reports, the annual income of NBA in China is about $2 million. In the eyes of NBA executives, $2 million is only the beginning of China's market spending power. China market is like a huge gold mine. If NBA wants to benefit from it, it needs sincerity. China jerseys are an exploration conducted by NBA. It is normal for professional leagues to negotiate business. The NBA should also make beautiful profits and make the league and fans win-win.

"The home of the Warriors is in the Bay Area, where there are many people from China," said paul lukas, a columnist of ESPN jerseys. The home of the Rockets also has a large number of people from China. In addition, China basketball star Yao Ming once played for the Rockets, which is why the Rockets and Warriors were chosen to wear China jerseys. "China jerseys were launched during the Spring Festival in NBA, which not only aimed at overseas markets, but also tapped the local China market. It's the Spring Festival. Wearing an NBA jersey with China people on it can make the local people in China feel warm. This is also a cultural marketing of the NBA, playing the warm card.

Toronto is the home of the Raptors, where one fifth of the population is from China, so Toronto is called "More China". In Toronto, it doesn't matter if you can't speak English, because you can see Chinese anytime and anywhere. There are a large number of China students studying in Toronto. In recent years, the University of Toronto has won the title of "China people have more universities" because of the rapid growth of the number of students in China. The NBA chose the Raptors to wear China jerseys because of the China market in Toronto.

The Raptors are sincere about China jerseys this time. Before the start of this season, they have introduced and displayed them through team official website. In the design of China jerseys, the Raptors are very attentive. Attentive fans will find that the word "Toronto" on the Raptors' China jersey incorporates the elements of China leaders. On the one hand, the word "dragon" appears in the Chinese writing of Raptors; On the other hand, the dragon is an important element in China culture, with beautiful symbolic significance. The Raptors' design plays an important role in bringing the distance closer to China fans and local Chinese.

China jerseys for the Spring Festival in p>217 also have short sleeves. Short-sleeved jerseys are a big attempt of NBA. Although some players complain, the NBA still insists on it, because short-sleeved jerseys are more suitable for everyday wear, not just playing ball games, and the utilization rate is greatly improved. Why basketball shoes sell better than football shoes is precisely because basketball shoes can be commonly used on the same day, but football shoes do not have this advantage. The introduction of short-sleeved jerseys by NBA reminds us of the market effect of basketball shoes. Short-sleeved jerseys with Chinese are both. Unlike the controversy when the short-sleeved jerseys were launched, the China jerseys won a full house. No matter the league leaders, team owners, players or fans, China jerseys are highly appreciated and respected.

"Being sincere to fans is the key to NBA's commercial success and popularity in China," David Shoemaker, CEO of NBA China, said of China jerseys. Truth and sincerity, the NBA hopes to express to fans through China jerseys. "Wearing New Year's jerseys is a good opportunity for us to pay tribute to the loyal and enthusiastic China fans," said Rockets owner Alexander. "From June 8, 1994, when the NBA game was broadcast live in China for the first time, the Rockets appeared as a team. In 22, I signed Yao Ming from Shanghai, China to become the first champion, and then in 24, I participated in the first NBA China tournament. The Rockets have close ties with our China fans. We are very excited and honored to spend this festival with China fans and wear China New Year jerseys to pay tribute to China culture and history. " "China's jersey is great, handsome, and the Chinese characters are cool," said Draymond Green, a warrior star. "As players, we are very excited, and we are very honored to have the opportunity to wear the China jersey. I like this jersey very much. " "The NBA specially designed China jerseys for the New Year, and players will wear China jerseys to play during the Spring Festival," fans wrote. "The NBA is so loving that it must be supported."

Chinese New Year jerseys, which are essentially commodities, are a profitable commercial operation of the NBA, and need not be concealed. Making money doesn't mean it's all stinky, but it can also be done elegantly. With love and wisdom, consumers can save money with satisfaction. This is the case with NBA China jerseys, which is the embodiment of NBA's high-level marketing strategy and a subject that any professional sports league should learn. It is also selling things. The NBA can sell very well. This is the skill.