Finding the Male Tennis Stars in China
Presented by Jonathan Fein
Overview
Chinese Men vs. Women
The Problem
The Program
Under Armour
The Chinese Market
The Cost
The Chinese Men
No grand slam quarterfinal
appearances
No player ranked in the top 100
ATP Rankings
Shao-Xuan Zeng is the highest
ranked men’s player
367
The Chinese Women
Unprecedented success
3 grand slam semifinal
appearances in singles
2 grand slam doubles titles
1 Olympic gold medal in
doubles
The Golden Flowers: Zheng Jie
(left) and Li Na (right)
Minor Changes
The need for better teaching
The need for greater freedom
Still must stay true to the
Chinese system
Michael Chang
The Program
A 3 month summer program
10 youth players (ages 8-10)
2 Chinese coaches (one must be fluent in English)
Why Bollettieri tennis?
The alumni
The coaches
The experience
Under Armour
Generates over $700,000,000 in
annual revenue
Only 4.6% of net sales from outside
the U.S. and Canada
China:
Population: 1,338,612,968
The “Yao Ming effect”
Under Armour Tennis
Sponsors two players currently in the top
101 ATP Rankings
ATP Rankings
1
2
3
4
5
6
7
8
9
10
41
101
Player
Roger Federer
Novak Djokovic
Andy Murray
Rafael Nadal
Juan Martin Del Potro
Nikolay Davydenko
Andy Roddick
Robin Soderling
Jo-Wilfred Tsonga
Marin Cilic
Igor Andreev
Robby Ginepri
Apparel Sponsor
Nike
Adidas
Adidas
Nike
Nike
Airness
Lacoste
Lotto
Adidas
Fila
Under Armour
Under Armour
The Chinese Market
“Do not sacrifice long-term
positioning for short-term
gains”
Under Armour must maintain
its premium image
Study the Li Ning company
Impact of Trust on Brand Loyalty
25%
75%
Trust
Other Factors
*Consumers below 32 years of age in China
The Cost
The academy
Roundtrip airfare
Miscellaneous expenses
$21,360/person
$1,364/person
$500/person
Under Armour apparel
Spending money
Trip to China (by UA)
Total cost (12 participants)
$5,000
$283,688
此关必守! - We Must Protect this House!
Sports Participation in China
Participation %
The Rate of Sports Participation by
Ages (2000)
80
60
40
20
0
16-25
26-35
36-45
46-55
Age
56-65
Over
65
Sources
http://www.metromodemedia.com/images/Features/Issue%2036/china-flag-boy.jpg
http://dawnofanewera.files.wordpress.com/2009/04/tennis-ball.jpg
http://www.shamrocksoftball.org/SHAMPICS/underarmour.gif
http://media.bestofmicro.com/,9-J-193447-3.jpg
http://img2.menstennisforums.com/721/8622729shaoxuan.jpg
http://www.topnews.in/sports/files/Zheng%20Jie%20and%20Li%20Na.jpg
http://tennisworld.typepad.com/photos/uncategorized/chang.jpg
http://www.facebook.com/video/?id=49137426011
http://www.dynamicmarching.com/custom/World20Globe20Transparent.png
http://newsimg.bbc.co.uk/media/images/44709000/jpg/_44709248_ginepri_ap_416.jpg
http://www.mosnews.com/photos/86/1086_400x300.jpg
http://www.google.com/finance?q=NYSE:UA&fstype-ii
http://www.wikinvest.com/stock/Under_Armour_(UA)
http://seekingalpha.com/article/57048-building-brand-loyalty-in-china
http://www.youtube.com/watch?v=n-KUNWb4rxM
http://www.atpworldtour.com/Rankings/Singles.aspx
http://www.imgacademies.com/nick-bollettieri-tennis-academy/programs-prices/
http://www.kayak.com (Beijing to Bradenton)
http://irs.sagepub.com/cgi/reprint/42/4/441