Tan is taking a backseat to the NBA. China's promotion strategy faces changing bureau

Every reporter Zheng Peishan from Shanghai yesterday (September 20), NBA president Stern announced that NBA China CEO Chen will resign as CEO of NBA China Company on October 1, 2010, and will become the board director of NBA China Company.　　Steve Richard, the CFO of NBA China, will fill this vacant position as acting CEO.　　Sports marketing expert Li Zhiqi told reporters that the NBA in China's brand popularization phase has been basically over, Chen's main mission successfully completed. Key Road Sports Consulting Co., Ltd. Consulting business strategy Advisor Zhaoyuchu told the Daily Economic news reporter, "This change in the handsome may mean that the NBA China's development strategy changes." "The advantage is not obvious for 4 years Microsoft Greater China CEO, broke the Microsoft China" two years will change the Magic spell ", as a professional manager of the Chen of the year's departure has sparked concern of the industry.　　Previously, he served as chairman and President of the Board of directors of Motorola's China company.　　As a well-known professional manager, Chen's exit management role is a concern. "Chen 3 years ago by a senior it person to transform the NBA China's top management, the real evidence of this person's courage and ability."　　Zhaoyuchu pointed out that Chen became a director, more like his transformation. "From the strategic perspective of NBA China, when Chen joined 3 years ago and was expected to play a huge part in government PR, 3 years later the NBA's dominance in China has been significantly enhanced, while other major league (NFL, MLB and NHL) have seen a significant improvement in China, so relatively　　The advantages of NBA China are not obvious, Zhaoyuchu told the Daily Economic news. The current state of sports in China also makes it possible for the NBA to re-examine the market. The American-style development path is likely to run out of China for a long time, even under the control of a professional executive with a strong government PR capability.　　Some people speculate that the phenomenon of "layman's leadership", which is common in Chinese sports, is likely to make Chen face the dilemma of "insiders". "In the past, the content output of the program was mostly the main part, and the next stage of NBA China should be business cooperation." This needs to be with the general administration of sports, provincial and Municipal bureau and trade associations have closer ties. Li Zhiqi pointed out that, according to the brand promotion of the idea, after the completion of the universal stage, the next will be a deep business cooperation, pay more attention to "intensive cultivation."　　This may not be the area where Tan is demonstrating its dominance. Zhaoyuchu also said, "in the long run, the people who can open the ice of Chinese basketball are really the right choice." "Facing the bottleneck before 1998, NBA China is basically free to give content and signals, only in the program to clip ads."　　In addition, NBA officials will pay for CCTV's broadcast team live broadcast of the Star Game and the finals. This is the loss of the business model, so that the NBA in China to lay a deep fan base, in China's latest sharp crowd and the most eliteThe crowd has established brand loyalty. "Compared with the NFL and MLB, the NBA can only rank third or four in the mainstream American sports, and it is vastly different in terms of economic benefits," he said. But it is the world market represented by the Chinese market, so that the NBA has a greater development platform.　　"Zhaoyuchu said. However, the existing promotional model is difficult to have a new breakthrough. "If there is no qualitative change within 3-5 years, especially if Yao retires and Yi Jianlian or other athletes can not raise enough Chinese attention in the NBA, NBA China will face development bottlenecks, so it needs more practical and in-depth promotion."　　"Listed in the 2008, Tan is entering the NBA China after the desire to list." At the beginning of 2008, 4 Chinese companies, including ESPN, a sports channel, and Lenovo Holdings, were investing 253 million dollars in the NBA, in exchange for a 11% stake.　　Another 89% of the shares are held by the NBA worldwide.　　According to the industry, the five companies valued the NBA China for 2.3 billion dollars. So optimistic about the listing is not related to the Chinese basketball market bullish. Chen has publicly said, "China now has more than 300 million basketball people, there are 800,000 basketball courts, according to the Chinese government's plan, in the next 10 years, every village in China will have a basketball court, even the most backward of the administrative village is no exception."　　"Now that Tan is behind the scenes, the NBA's China listing has suddenly become elusive," he said. "Judging from the capital structure, it is almost impossible for NBA China to list on the mainland, and the greater opportunity may be to operate capital in Hong Kong or other Asian markets," said one industry insider. "China's sports market is still relatively weak, such an opportunity to say too early, Chen too optimistic." Li Zhiqi pointed out that the quality of Chinese sports personnel and the size of the market is not comparable to the United States, which led to a lot of business operations need a process to adapt to soil and water.