Is Fanatics'S American Hunger Marketing Useful In China?

By selling fans, they did not realize what they needed, such as the $40 New York Yankees wallet or the $50 Green Bay Packers (Green Bay Packers) color bikini, Fanatics has destroyed the United States.

All competitors in the industry.

According to the world clothing shoes and hat net, holding the investment of Masayoshi Son of Softbank group, US $1 billion, CEO of Fanatics parent Kynetic and Michael Michael, a billionaire (Michael Rubin), is determined to face a more difficult challenge: he wants to bring the American hunger marketing equipment to Beijing and bring it to Beijing.

Fanatics, headquartered in Jacksonville, Florida, has exclusive licensing agreements from the National Motor Racing Association (NASCAR), the National Football League, and the Premier League soccer teams such as Manchester United and Manchester City.

It and those

The logistics providers can cooperate with each other to sell the shirts and hats corresponding to the results of the competition for only a few minutes after the event.

This attracted Sun Zhengyi's attention. He thought that the "American style" method of buying sporting goods was more popular than American sports itself.

Michael Rubin's performance has been pretty good. He sold the sports equipment start-up company GSI Commerce to EBay at the price of 2 billion 400 million US dollars in 2011, but he has bigger plans: Fanatics is aiming at the UK and China markets, aiming to achieve annual sales of 10 billion US dollars in the next five years.

According to the statistics of the International Licensing Industry Merchandisers' Association, the global market value is $25 billion 300 million.

However, it is easy for Americans to buy hamburgers and brewed beer, and to sell sports equipment to foreign sports enthusiasts often encounter deep-rooted cultural constraints, especially for China, which is trying to enter the world power center by developing the economy.

"Tribal norms"

Most of the Premier League clubs were established in nineteenth Century, initially to enrich the social and cultural life of the working class, not to do business.

Today they still host home games in the same place.

Despite the coveted broadcasting rights deal, they are less willing to embrace business opportunities than American sports franchises.

DDT estimates that the total income of the Premier League club is $6 billion 100 million this year, less than half of NFL in the US.

University of Salford (University of Salford) sports industry professor Simon Chadwick (Simon Chadwick) said: "the habits of British fans and American fans are quite different.

They are cautious about what is extended in the American movement, because the "tribal norms" are very different.

For example, before the ceremony.

The tailgate party gives Fanatics the chance to sell branded barbecue stove protector ($65) and "corn hole" sandbag game suit (up to $250) to American sports fans.

But in England, the football authorities have been fighting against hooliganism for decades. Therefore, it is not an easy thing to do before the games.

The streets around the stadium are closely monitored by the police and alcohol is not allowed on the grandstand, so thousands of fans drink and sing at lunchtime every Saturday for lunch.

Although the United States

It's a form of casual wear, but it's not always the same in other places.

"In the UK, if you wear the colors of your support team, many people think you are not dressed properly," said Kit Walsh, partner of Fermata Partners, which helps Arsenal and Liverpool clubs sell branded goods in the US. "Kit Walsh,

Fanatics believes that American sports fans buy more goods than their British counterparts, because they can access more souvenirs.

This month, when Aguero (Sergio Aguero) broke the scoring record of Manchester City in Naples, Fanatics issued a T-shirt, cup and scarf, which doubled the sales of the player's merchandise.

"Oriental promise"

Although Fanatics's international sales amount to about $200 million now, Steve Davis, the new international director of the company, expects that outside the US business will account for about half of the company's US $10 billion target, Steve Steve.

He plans to open manufacturing plants in Germany and China next year, and then open factories in Japan and Australia in 2019.

China plans to build a sports industry of $750 billion in 2025, which is an opportunity for Fanatics.

But China is indeed the grave of foreign retailers.

Last year, in the fierce competition, online fashion retailer Asos Plc closed its profit free business in China.

Marks&Spencer Group Plc in Britain failed to adjust its essential British style to the Chinese market and finally terminated its business in China. (Martha Plc)

In order to succeed, Fanatics needs to cultivate the culture of football shirt in the emerging market full of counterfeit products in China.

Fanatics plans to recruit managers locally to better understand the nuances of the market.

Fanatics may also face resistance from the Chinese government, because China hopes that China's Super League will compete with the Premier League.

According to FIFA statistics, with the support of China's wealthiest businessmen and state holding companies, China Super Club spent a total of 451 million dollars on signing overseas players in 2016.

This has also inspired the enthusiasm of Chinese fans to watch the matches on the spot: according to Euromonitor International, the number of spectators has increased by 10% per season since 2014.

At this rate, by 2020, the attendance rate will exceed that of the Premier League.

However, Fanatics believes that the rapid growth of Chinese interest in football will promote rather than weaken interest in the Premier League.

Davies said: "(Premier League) there is a huge fan group in China, but they have no service at all.

This is the biggest and most pressing opportunity for our cooperative club. "

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