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2012年8月9日 星期四

[轉載]林丹取代劉翔成體壇廣告天王 年收入超200萬美元

中國廣播網8月6日報導

 據經濟之聲《天下公司》報導, 昨天傍晚的倫敦,瘋狂、喜悅、尖叫、遺憾、落寞,種種情緒的肆意宣洩讓溫布利體育館像極了一個快要爆炸的密封鍋爐,而林丹繞場飛奔、脫掉上衣,向全場敬軍禮讓這種氣氛達到頂點.

 這是林丹的第二個奧運男單決賽,也是他第510場世界羽聯比賽,就是在這樣的不可複製的職業生涯頂點上,“超級丹”以偉大逆轉迎來了個人職業生涯第50個男單冠軍,第17個世界冠軍的頭銜。

 北京奧運會之前,劉翔和姚明是中國體育兩個標誌性人物,第一速度和第一高度在商業領域最得寵,其中,在雅典奧運會奪金的劉翔是毫無爭議的“代言王”。但從2011年 開始,林丹就取代了劉翔成為中國體壇的廣告天王。

 穿李寧、喝紅牛、開雪鐵龍、嚼綠箭口香糖——你能在廣告中知道林丹的衣食住行。而能夠在國家一級電視臺廣告時間攻城拔寨的體育明星,才算得上是奧運富豪。有權威媒體給出資料,林丹全年的獎金收入不過22萬美元,但林丹全年的廣告收入應在200萬美元以上,吉列、紅牛、雪鐵龍等廣告代言收入和其他出席 商業活動的收入,占到林丹全年總收入90%以上。

 根據福布斯排行榜公佈的資料,林丹2007年的收入是170萬元,到了2008年後,立即飆升至1250萬元。林丹的收入劇增,大部分來源於廣告,而他成為廣告商的寵兒,其關鍵節點正是在於北京奧運會羽毛球男單奪冠。

 北京奧運會前,中國品牌研究院曾針對全國10個城市的6,000個受訪者進行一個“最佳代言人”的問卷調查,結果劉翔、姚明、郭晶晶躋身前十。不過,北京奧運至倫敦奧運的這四年間,劉翔在職業生涯上經歷大起大落,而姚明和郭晶晶也雙雙於2011年退役。

 過去人們認為,只有像王楠、郭晶晶那樣在奧運會上狂掠金牌才能為運動員帶來可觀的財富,但事實上,從品牌公司的角度出發,挑選體育明星做代言是一場 押寶式的賭局。據業內人士透露,企業在挑選奧運明星做形象代言人時,會尋找那些還沒有被過度開發的物件,力圖以最少的花費獲得最大的商業價值。

 在這點上,大企業的前瞻性和敏銳度會讓人驚奇,比如耐克早在姚明10多歲的時候就瞄上他,還有可口可樂在雅典奧運會前就與劉翔簽約,當時每年費用僅為幾十萬元。

 除了成績和潛力,企業尋找體育明星代言人還要考慮哪些因素?中國品牌研究院曾在北京奧運前發佈過一份《中國奧運金牌價值報告》,在對50名奧運冠軍 長達三年的跟蹤調查過程中,中國品牌研究院發現一個有意思的現象,那就是舉重、摔跤、柔道、射擊、皮划艇、跆拳道等項目的冠軍都很少成為代言人,而體操、 跳水、乒乓球等專案的冠軍則是眾多企業追逐的目標。由此可見,優勢項目+形象良好基本是成為廣告商寵兒的必要條件。

 姚明和劉翔的成功,除了身處上海這個集結了全中國最高端廣告公司的地方之外,更重要的是從公共關係的角度來說,他們運動員生涯中幾乎沒有負面新聞, 生活作風檢點,並且擅長與媒體打交道。而林丹成為新一代廣告天王也有相似的原因。2011年,林丹作為已集各項大賽冠軍於一身的全滿貫選手,對外塑造出一 個“超級丹”的無敵形象,而在2010年底,他更與相戀多年的隊友謝杏芳完婚,賺盡情深義重的口碑。

 另一方面,中國羽毛球隊一直以來相當重視商業形象的開發,在林丹近年代言的十多個品牌中,僅有吉列、綠箭等幾個品牌是個人“生意”,李寧、紅牛、雪鐵龍等多個品牌均是全隊與企業簽約,包括總教練李永波在內的多名國羽成員都一同登上了電視銀幕,在奧運經濟的大蛋糕上分得了一枚亮晶晶的櫻桃。

 新聞網址: http://finance.sina.com.hk/news/33452/2/1/5108227/1.html

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編註: 中國男子百十公尺跨欄明星劉翔這一摔, 更加重這一篇報導的說服力.

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