Breaking the Margin: Zheng Qinwen's Commercial Rise
From the sports arena to the pinnacle of business, Zheng Qinwen's rise is remarkable.
Sports and business are like twin brothers, closely linked and inseparable. And in this intricate network, sports stars are like bright stars, becoming the center of attention. At this season's Australian Open, Zheng Qinwen won the runner-up, becoming the first Chinese player after Li Na to reach the Grand Slam singles final. Her rise has not only made waves on the field, but also in the business world. However, looking at this business storm, can we ignore the balance between inside and outside the arena and dig deeper into her commercial value?
In the temple of business, tennis has always been an evergreen. At the end of last year, Forbes magazine released the 2023 annual earnings list of female athletes, and nine of the top 10 players are from tennis. Among them, Zheng Qinwen ranked 15th and achieved remarkable results. At the Australian Open, she won 172The bonus of 50,000 Australian dollars (about 8.05 million yuan) has laid a solid foundation for her business path.
Judging from the strength on the field, Zheng Qinwen's performance is eye-catching. The 21-year-old made it to the final after only nine Grand Slam tournaments, moving herself up to No. 7 in the world and becoming the highest ranking of a Chinese singles player. According to a survey by the International Tennis Federation (ITF), 23% of tennis participants are from China, adding endless possibilities to Zheng's future market prospects.
However, in the business arena, dominance requires not only the light on the field, but also the in-depth cooperation with the business community. Zheng Qinwen's image and personality make her ideal choice to work closely with businesses. On and off the field, she has shown a positive, healthy, warm and friendly image, and has become the new darling of sports stars.
Zhang Qing, founder and CEO of Beijing Key Road Sports Consulting***, pointed out: "She has the characteristics of a player in international mainstream sports, such as good English and good communication, including her performance in front of **, which is very bright. "This international growth background makes Zheng Qinwen more attractive in the market. Compared with entertainment stars with frequent negative news, the positive and healthy image of sports stars has become a new hot spot in marketing.
In terms of business cooperation, Zheng Qinwen became Ant Group's "light-chasing ambassador" as early as August 2022. Ant Group hopes to inspire more young people to challenge themselves and break through through the power of her idols. Wang Peng, Head of Sports Marketing at Ant Group, said: "Ant Group is also accelerating the pace of globalization and helping the world connect more closely with digital payments. We love and support Zheng Qinwen, and hope to work with our 'Light Chasing Ambassadors' to pass on the spirit of high spirits to young people around the world." ”
Zheng Qinwen cooperated in a variety of ways, not only displaying the brand logo in advertising films and promotional materials, but also expanding the brand influence through the torch relay and participating in the Asian Games. Her global reach not only helps to promote the brand, but also provides a good opportunity for the company to enter the Chinese market. Zheng Qinwen's positive and sunny image, as well as her international literacy on various occasions, provide rich content for business cooperation.
Zheng Qinwen's success has led to a new business trend. When it comes to choosing sports stars, companies tend to prefer short-term collaborations and pursue quick monetization. However, in contrast, those companies that adhere to long-termism, such as Alipay, Nike, Yili, etc., have reaped long-term rewards for their long-term cooperation with Zheng Qinwen. This may encourage more companies to be willing to stick to the long-term approach and increase their investment in athletes.
After winning the runner-up at the Australian Open, Zheng Qinwen will usher in more business pursuits. However, she stresses that the focus of life is still to train hard and strive for better results. Zhang Qing said: "The ultimate core of a sports star is still to rely on competitive performance, rely on hard power to speak, you can't 'package' a sports superstar." ”
The rise of Zheng Qinwen is not only a perfect combination of sports and business, but also a leader in business trends. Her success is not only a business victory, but also a legacy of sportsmanship. With her breakthrough on the field, we look forward to seeing more sports stars shine on the commercial stage.