NBA West Decided To Play "Chinese Brand Derby". How Did Anta And Lining Fight?

Beijing time May 15th, the first round of the NBA Western Conference finals, Anta spokesman Clay Thompson will meet directly with Lining spokesperson CJ Michael, and their identity is two of the two teams of the Jinzhou warriors and the Portland pioneers.

Basketball products have always been the battleground of the international sports brand market. NBA stars are also the battleground of basketball.

Especially for Anta and Lining, the top two sports brands in China, basketball is their important product line, with the most high-end products and the most famous spokesperson in the brand.

The only difference is that Thompson has been the head card of Anta in recent years, while McCollum has been living in Wade after Lining, and is also a "two masters".

But in fact, because Wade has announced retirement after the regular season this season, McCollum is also the top card of Lining among the active players, and even in this year's playoffs, he has led the team into the western finals with excellent performance.

Before the launch of the Western Conference finals, Lining and Anta, behind their most important service spokesmen in the basketball field, were also brewing a Chinese derby with a sharp bayonet.

From the current "pre war preparation", Anta, which has plenty of ammunition, seems to be strategically preoccupied, which is probably very much related to their preparations for the goal of winning the NBA Championship third times in a row with Thompson and warriors.

From the product, Thompson, who owns a lot of personal signature shoes, wins first.

In April 14th, when the warriors won the first playoffs, Anta basketball micro-blog launched the 30 second advertising film and released the KT4 Playoffs, which is a new version of Anta's signature shoe KT4 released by the Anta in the playoffs. At the same time, it launched the 1 generation of light cavalry 4 and water spray 1.

In 2015, Anta signed a formal contract with Thompson, and the signature shoe KT1 was officially released. Up to now, 4 generations of sneakers and many branch shoes have been released.

At the other end of the war, Lining and McCollum agreed on 2017. According to lazy bear sports, the total price of the five year contract guarantee and bonus is in the tens of millions of dollars.

But during the period of cooperation, Lining never launched McCollum's signature shoes.

During the playoffs, McCollum took up Lining's "sonic" series.

From Lining basketball official micro-blog, the main product of sneakers is still the way of Wade.

Apart from the products, there are great differences between the two sides in the media dissemination of their respective playoffs.

Thompson as Anta's "conscience spokesperson", in the dynasty team, through the continuous victory and personal highlight performance to give the greatest exposure to the brand; correspondingly, Anta also followed the warriors playoff pace, has launched a number of Thompson posters, comics and sports shoes products.

In the two rounds of warriors and clippers and rockets, Anta official followed the hotspots from the media platform to update the "driver soup". In May 5th, when Thompson hit 325th three points, he became the three place in the NBA playoff history, fourth in the fourth place, and Anta basketball micro-blog launched the poster. In May 11th, the warriors beat the rockets into the Western Conference, and Anta released the limited war boots KT4-Pro-G6 on the way.

On the other hand, the pioneers can reach the western finals, perhaps exceeding the expectations of most people. They are not the focus of the playoffs ratings, but Lillard has won huge traffic and exposure in the seven wars of the thunder, the pioneers and the Nuggets.

From the point of view of Lining's corresponding propaganda, the official micro-blog released by micro-blog basketball official and McCollum related micro-blog 4 since the playoffs. They are in the first round of 2:0 lead, the first round of the end, seven of the robbing seven and the end of the robbing. They are all posters, the content form is relatively single, and the overall heat is not as good as Anta micro-blog.

In the Anta basketball micro-blog, there are 8 related contents, 682 forwarding times, 725 commentaries, 4033 points, and four related contents of Lining basketball micro-blog, which have been forwarded 68 times, with 404 comments and 800 points.

At the same time, in the WeChat public number of Lining basketball, there was no content related to McCollum. Even though the promotion of sneakers "sonic 7", as the official sponsor of the CBA League, the gimmick used was the CBA finals.

In terms of the timeliness of communication, Lining, the official micro-blog of Beijing, only issued posters at 8 a.m. after seven pioneers scramble for the Nuggets in the early morning hours.

In fact, this season's playoffs so far, whether McCollum or pioneers, there is no lack of concern about the dissemination point: the first round of the playoffs, lilad three points Kill thunder, the 4:2 score of the semi-finals, the Western semi-finals G3, pioneers and nuggets war 4 overtime, the last NBA playoffs 4 overtime or 1953, the Western semifinal won seven wars, McCollum won the highest 37 points to lead the team to reverse the promotion, this is 19 years, the pioneers re-enter the West.

In addition, there are some differences in the advertisement of webcast.

Tencent sports as the only NBA live webcast, during the rest and suspension of the intersections, when the picture is cut back to the studio, viewers can clearly see the KT series basketball shoes before the narrator and the Anta advertisements behind the big screen.

Lining has no corresponding resources in this regard, which may be related to the different focus of communication between the two sides.

From product, publicity and advertising, Anta is obviously more prepared and systematic for the anticipation of warriors and Thompson's performance. Lining is lack of strong preparation and follow-up after the hot spots are created by the pioneers.

In fact, Lining's strategy on basketball spokesmen has always been dominated by the facade character Wade, whose investment is much larger than McCollum's.

As far as products are concerned, Wade's Way (of Wade) is Lining's main basketball shoe. Since signing with Wade in 2012, Lining has released Wade's 7 generation of "Wade road" and a series of sneakers. Wade has signed a lifelong contract, and Wade's strong personal influence has helped Lining rise in the NBA market.

In December 9, 2018, Wade ushered in the 1000th regular season of competition, Wade's way of color matching, and in January 10th, during the 37 years old Wade's birthday, Lining launched a birthday party in 6 stores nationwide and offered limited gift boxes. In April 11th, Wade welcomed the last match of NBA career, and Lining sold the WOW7 ONE LAST DANCE commemorative color matching sneakers and released posters in WeChat, micro-blog and other channels. Even though Wade ended the last season's journey, she still introduced WOW 7 fold shadow and WOW 7 mustard color matching products.

Obviously, during the regular season, Lining closely followed Wade's dynamics, and Wade's series of products were put into full play and propaganda.

However, with Wade's retirement and playoffs opening and attracting the attention and vision of most basketball fans, McCollum, as the most relevant spokesman for Lining, deserves more attention. Especially in the upcoming Western Conference finals, he will fight against his old rival, Thompson of Anta.

Fortunately, the duel has not yet begun. Lining and Anta are expected to produce enough "under field resources" for their spokesmen. They will play a good match at the level of brand communication besides the wonderful games.

Is the Anta and Lining ready for the "China brand Derby war"?