02-14-2009, 05:51 AM #358
I give you an example... in the past [several decades ago], people were offered general sports shoes... One pair of shoes was used for all sports, running, basketball, badminton, aerobics etc. The need for specific running shoes, specific basketball shoes, specific badminton shoes, and specific aerobics shoes were already inherent/lanten within the consumer, but most shoe makers didn't tap 'em very much. A person will just own one pair of sport shoes and he/she was content.
Later, companies like Nike, New Balance, etc. offered and marketed running shoes that were designed for runners. They competed with each other fiercely and people [especially the regular joggers] start to notice that it IS better to own a pair of running shoes. Thus a new market is created and many people owned two pairs of different sport shoes.
Reebok, Nike also noticed that aerobics practitioners need different type of shoes. Thus they designed and then competed with each other to convince people that their aerobics shoes are better... In the meantime, their marketing activities that glorify aerobics on TV etc. makes aerobics an even cooler activity, thus, the aerobics shoes market grew... Some people may own three pairs of different sport shoes now...
In the 1920s, 30s, people in North America do play basketball. It is a convenient sport for the Winter season. But sales of basketball specific shoes were nothing. Despite the fact that basketball players have a latent need for Basketball shoes. Converse, Nike, Adidas, etc. noticed that baskeball players need different types of shoes to protect their ankle etc. They sponsor Magic Johnson, Larry Bird, Michael Jordan, Shaq, Kobe, etc. Cool TV ads featuring basketball stars from several brands light up the TV screen every day, entertaining the viewers and prospective consumers everyday.
Basketball became even more cool, more money coming in to basketball [tickets, apparel sales, shoes sales, etc.]... more advertising money goes into basketball. Many teenage kids even wore Jordan and Shaq shoes even though they cannot play basketball at all. They just do it because it is cool! There, a new market emerged... In the US it is not uncommon to see a kid with four different types of sport shoes in his/her closet... To say that the shoes companies have not tapped into new expanded market is stupendous. The shoe market have grown from 1 pair of shoes to 4 pairs of shoes per person, as I have explained. If all the shoe prices are the same, the industry revenue has quadrupled!
Of course if there aren't any latent/inherent need at all for a particular product/service, then there can't be any market. But to believe that "market cannot be made" is hindering your own progress and growth. If you are a CEO, then one of your responsibility is for growth. Please, I implore you, not to think that you cannot make markets without sponsorships and marketing activities. If you do believe you cannot make new markets, while your competitors believe otherwise, then I think you will be screwed by them sooner of later without realizing the crux of the matter [having the wrong mindset and having beliefs in incomplete paradigms].
If your business is Epoxy Resins, then I think I understand where you're coming from... from a business to business world. In order for your worldview to be complete, maybe you have to have substantial experience in the consumer goods world. Then you will understand better what I have been talking about for 3 days. People's perception, desires [and thus choices] can be molded... They are molded by the actions of brands competing to outdo one another.
Consumers are not fully rational, predictable, readeable, and act as economic animals all the time. Maybe some are like that in the Business-to-Business world. But not true in many other types of business. Especially those that can be heavily influenced by the media. Many consumers don't know exactly what they want. They have some idea of their need, but don't know exactly how to fulfill it.
Consumers can resort to things unpredictable several decades ago. For example: shoes executives in the 1930s knew that consumers want to be seen as cool and fashionable. That part is quite timeless. BUT, did many in the 1930s imagine that BASKETBALL SHOES can be symbols of fashion?!?!?
I found no evidence in business history that many attempted to sell Basketball shoes as fashion items in the 1930s. Why? Because the market was not made yet!!! It could only be possible after Nike, Reebok, Adidas all jumped into the Basketball shoe business and as a total, make Basketball shoes cool fashion items! So, in addition to older versions of fashion shoes, now some kids add 'Basketball Shoes' as their fashion shoe. A new market was born. From what? Marketing activities of competing brands!!!
I think I have said enough taneepak. If you want to keep believing in some outdated concepts you have mentioned. Fine. But for your own sake, I don't advise it.
03-26-2009, 02:18 PM #359
The next 12 posts are copied from another thread on Yonex contractual obligations & Based around the Li Ning Sponsorship of the Chinese Team in 2009(http://www.badmintoncentral.com/foru...g+chinese+team)
Last edited by jamesd20; 03-28-2009 at 06:50 AM.
03-26-2009, 02:30 PM #360
I do not know LCW's contract but like TH, he has to perform at least 8 SS and one or two tournaments as requested...for example like last SS Final where TH had pulled out but been asked to join back as LD/BCL or CJ did not participate....somehow they need big name for small tounaments to get more TV's right...
If they miss 1 SS or play less than tournaments as they have agreed, it may cost the player US$ 10000 at least...
03-26-2009, 02:34 PM #361
03-26-2009, 02:41 PM #362
Like Tennis players, the fine is much bigger too like over US$ 100K if player like Serena did not commit the tournaments she signed unless she is injured or something...
Look at Candra Wijaya,also he has to play at this tournaments... same as HendfraAG/Alvent.
03-26-2009, 02:43 PM #363
03-26-2009, 02:45 PM #364
03-26-2009, 02:48 PM #365
03-26-2009, 02:50 PM #366
03-26-2009, 05:06 PM #367
Huangkwokhau - I hope so, for badminton's sake
Last edited by jamesd20; 03-28-2009 at 06:52 AM.
03-27-2009, 01:06 PM #368
Last edited by jamesd20; 03-28-2009 at 06:53 AM.
03-27-2009, 08:36 PM #369
03-28-2009, 12:14 AM #370
Last edited by jamesd20; 03-28-2009 at 06:54 AM.
03-28-2009, 12:43 PM #371
Apologies if it has been said before.
Although Badminton has it tough compared to sports such as American Football, Soccer/Football and Basketball.
Badminton is a lot better off than Squash. I think the majority of people would struggle to name any famous Squash players, previous or present. It holds an even lower profile than Badminton.
So always be happy that there is at least one sport lower down on the "food chain"
03-28-2009, 01:49 PM #372
03-28-2009, 01:55 PM #373
Basically it all come down to the letter of the contract. Negotiation from a national assoc. level has more clout than from an individual position
huang repliy reflect upon individual player position. No play, no pay.
take your pick
03-30-2009, 10:08 AM #374
I think a lot of worldwide-fan popularity attention today are categorized (using airline terms):
First Class sport:
Note: my simple measurement method... almost everyone I know from different countries can name the top champions of these sports...
Business Class sport:
Economy Class sport:
I know there are regionally strong sports like Cricket in India etc., American Football and Baseball in the US, Australian Football etc... But they are not argueably not worldwide sports... I know some will disagree with me on this...
Badminton's job is to improve the popularity status from Business Class to First Class! And we cannot do so with a Yonex near-monopoly on the sport... We gotta get the big boys to join in the fray...
Last edited by Krisna; 03-30-2009 at 10:13 AM.
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