Yidianyujian｜A brief analysis of the commercial logic of athlete endorsements from Liu Xiang’s “re-emergence”
2024-08-20
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Popular News·Qilu One PointLiu Daoxun, public opinion analyst at Frog Eyes
As the curtain fell on the Paris Olympics, while the audience was enjoying the skills of the new generation of athletes, some veteran athletes who had retired for a long time also took the opportunity to show their faces and evoke audience memories. Recently, some public opinion has paid attention to the legendary figure in my country's track and field field. Liu Xiang, the gold medalist in the men's 110-meter hurdles at the Athens Olympics and former world record holder, has quietly become popular again. He has cooperated with brands such as Bawang Chaji, Nike, Yili, Ping An Insurance, and JD.com, and has more appeal than many active athletes. This phenomenon has triggered in-depth thinking about the commercial logic of athlete endorsements.
According to the Qilu Frog Eye public opinion big data platform, from August 12 to 9:00 on August 13, the total amount of information on the entire network involving Liu Xiang's "resurrection" was about 11,000.
Public opinion trend chart (from Qilu Frog Eye Public Opinion Big Data Platform)
Distribution of hot search topics (Photo from Qilu Frog Eye Public Opinion Big Data Platform)
Keyword cloud map (from Qilu Frog Eye Public Opinion Big Data Platform)
1. Legendary figures trigger "memory killing"
Liu Xiang, a legendary figure engraved in the history of Chinese track and field, defined the glorious era of men's 110-meter hurdles with his outstanding competitive performance. The Olympic record of 12.91 seconds he set in Athens still stands today. Even today's top players like Holloway, who won the championship in 12.99 seconds in the Paris Olympics, could not shake it. Liu Xiang's extraordinary achievements not only created his personal peak of glory, but also added a shining chapter to the glorious chapter of Chinese sports. Although he has bid farewell to the track for many years, whenever his name is mentioned, the blood and passion of the times will surge in the hearts of Chinese people again, arousing endless memories and respect. After retiring, Liu Xiang did not stay away from the public eye, but was active on the social stage with a new role. By participating in various endorsement activities, he demonstrated a model of successful transformation of retired athletes, and also confirmed his extraordinary value in the business field. Similar to Liu Xiang, sports legends such as Li Na and Guo Jingjing, even though they have retired from the arena, still continue to win the favor of many brands and maintain long-term public attention with their extensive influence and appeal.
Liu Xiang's Xiaohongshu account
2. The spirit of struggle inspires group resonance
Liu Xiang's road to success was not smooth. From the Olympic Games to daily training, athletes face not only the limits of their bodies, but also the test of their will. Their sweat, tears and persistence allow the public to see the value of hard work and feel the power of not fearing difficulties and moving forward courageously. This positive image and spirit has inspired countless people. The audience has found a common emotional sustenance in sports events. Through the athletes' hard work, they have seen their own shadows and felt the possibility of overcoming difficulties and realizing their dreams. This resonance has enhanced people's sense of belonging and cohesion, and has become a manifestation of positive energy in society. Some industry insiders also said that choosing athletes as endorsements is less likely to have an image "turnaround" than people in the entertainment industry, and it has more long-term benefits.
3. The collective downturn of my country's "three major balls" is likely to damage the market prospects
In the field of sports, football, basketball and volleyball are affectionately called the "three major balls". As representatives of team ball sports, they are not only loved by the general public, but also an important indicator of a country's sports level. In addition, the economic value contained in the three major balls, especially football and basketball, is difficult to match with other projects. However, in the past period of time, the performance of my country's "three major balls" has not met people's expectations, and the results of the Paris Olympics have also been reflected. The downturn in my country's "three major balls" has not only affected the viewing and mass participation of its events, but also affected the development of related industries. The reduction in sponsors, the decline in advertising revenue and the loss of audience groups are all challenges facing the market prospects of my country's "three major balls". It is also very likely that merchants will no longer regard "three major ball" athletes as the first choice for spokespersons.
4. The new generation of athletes brings more choices to brands
At the Paris Olympics, the rise of a new group of athletes such as Zheng Qinwen, Quan Hongchan, Pan Zhanle, and Sun Yingsha provided businesses with more options. Their market value is not only reflected in the sports competition level, but also in the positive and hardworking spirit they represent. These qualities are of great significance to the shaping of brand image and market development. Therefore, cooperation with these athletes has become an indispensable part of the brand's diversified development strategy. In addition, the distinctive personalities of young athletes can easily bring them closer to young audiences.
Pan Zhanle
V. Conclusion
From Liu Xiang's "return to popularity", we can get a glimpse of the profound connotation of the commercial logic of athlete endorsements. His "return to popularity" is not only a reaffirmation of his personal charm, but also a strong proof of the durability of athletes' commercial value. The logic of athlete endorsements is that they have accumulated extensive social recognition and positive images through their outstanding performances on the field. When this image is consistent with the brand concept, it can produce a strong market effect. Liu Xiang's endorsement cooperation spans multiple fields, from tea drinks to sports equipment, to financial insurance and e-commerce platforms, showing the multi-dimensional expansion of athletes' commercial value. Behind this is the brand's recognition and pursuit of the athlete's spiritual connotation, and it is also the maximization of the athlete's personal brand value.
At the same time, Liu Xiang's "re-emergence" also reflects that although an athlete's career is limited, the spiritual power it contains is eternal. This spiritual power can transcend the long river of time and continue to influence and inspire those who come after. Therefore, athlete endorsements are not just short-term commercial cooperation, but also a long-term resonance and inheritance of the brand and the athlete's spiritual connotation.
In summary, Liu Xiang's "return to popularity" provides us with a valuable perspective to examine and understand the underlying logic of athletes' endorsements. It tells us that the commercial value of athletes lies not only in their performance on the field, but also in the high degree of fit between the spiritual power they represent and the brand value. In future commercial cooperation, brands should pay more attention to exploring the spiritual connotation of athletes and achieve win-win development between brands and athletes.
