A few months ago, NBA made an anniversary in China. WeChat grabbed shoes, and 1946 pairs of shoes were robbed 9 minutes and 16 seconds.

The attraction of NBA to China's basketball market is obvious.

Last night, the NBA International Series opened in Beijing Railway Station. On the occasion of the 10th anniversary China match, NBA China and Anta Sports Products Limited announced in Beijing that the two sides formed long-term partners, and Anta officially became the official NBA market partner and NBA authorized supplier.

For both sides, this cooperation hopes to change their situation in the Chinese market. Anta hopes to hold basketball market in one or two years, while NBA looks forward to promoting NBA products' share in Chinese consumers.

Although the two sides are very secretive about the amount, it is said that NBA ended up working with PEAK, and Anta paid a price of two hundred million yuan a year, which can be described as a big investment in China's sports industry in recent years.

"At present, the sports industry in China shows such a feature, and the limited sports resources are increasingly concentrated under several big brands, including the signing of Anta and NBA."

Senior sports industry expert Zhang Qing pointed out.

Anta recently made a great deal of effort to win the tough competition from the competitive brand: in August, it signed a cooperation agreement with the gymnastics management center of the State General Administration of sport, and successfully signed a contract with the wrestling sports management center in September.

Unlike the above two sports resources "national system", basketball is a mass movement.

Data show that 300 million people in China are involved in basketball sports, and 80% of them like NBA. It is hard to find a brand that is more influential than NBA in the Chinese market.

Most of the domestic sports brands are different from the international sports brand giants.

From the scrambling for sports resources in China to competing for foreign sports resources, the actual goal of these domestic sports brands is still aiming at the domestic market.

Anta signed a contract with NBA this time, with the aim of finding a new growth point of business performance through NBA, a brand popular in China.

Ding Shizhong, chairman and CEO of Anta's board of directors, said that this cooperation with NBA China will help improve the professionalism and influence of Anta basketball and increase the sense of belonging of Anta to basketball players.

He made it clear that he hopes to enhance Anta's share in the Chinese basketball market by signing NBA, and eventually make Anta the first brand of Chinese basketball.

Authorized trademark fans

For NBA, this is a new attempt.

In addition to co promotion of basketball, Anta has been allowed to carry out NBA licensed merchandise for an unprecedented time.

This includes not only the logo of NBA, but also the trademarks, mascots, even NBA All-Star games.

At the low tide of basketball in China, who can get on with the NBA and get the unique rights and interests is the key to revitalize the market. Anta takes the whole league.

Zhang Qing pointed out that in recent years, sports brand competition for sports resources has become increasingly rational.

Everyone is very calm, they are very clear about their goals, sports resources competition, showing a trend of concentration.

Like Anta, NBA is equally keen on the Chinese basketball market.

Mengniu, Harbin beer and other product packaging, you can clearly see the NBA logo.

But this is not enough. How can we stabilize the Chinese market in the post Yao Ming era and further draw fans? After all, NBA

The physical stores were not successful, but eventually turned to online stores.

Xiao Hua, President of NBA, said in an interview: "when choosing Anta, there are actually many other objects to choose from, and after all the trade-offs, Anta is finally chosen."

He even said that in the process there are also his own personal factors. "Working with them these years, they feel that they can be trusted."

The trust in Xiao Hua Kou is more to promote the NBA brand through Anta's more than 2000 stores.