For professional tennis players all over the world, after the Christmas and New Year holidays, even before they have time to take more breaks, they have to be separated from their families and embark on the most important tennis event at the beginning of each year, the Australian Open, which has become the life practice of all professional tennis players.
Australia in the southern hemisphere is in the midst of a hot summer, which has forced many northern hemisphere players to adapt to the summer as soon as possible from the cold weather, including legendary stars such as Wozniacki who recall the game at the Australian Open, which is a completely different experience - you will travel from ice and snow to the colorful Melbourne midsummer. And that's exactly the charm of this event.
As one of Australia's largest and longest-running tournaments, the Australian Open is not only a world-class tennis event, but also an unparalleled sporting and entertainment event that showcases tennis and its derived charm to the world.
Here, legendary stars and potential rookies compete together, using their strength to record their names in history;
Here, the chaoyin ghost and the tennis event meet unexpectedly, and the carnival atmosphere fills the midsummer of Melbourne;
Here, the perfect match between parent-child and colorful entertainment, lingering is the unchanging main theme...
Fans who have been to the Australian Open know that in addition to the enjoyment of summer matches, its unique event licensing products are a memory that must be taken away, such as the Ralph Lauren towel used by players on TV to wipe sweat, or the fans showing off the oversized cute AO tennis ball on social media, which is a beautiful mark on the Australian Open.
Of course, not everyone has the opportunity to watch the game in Australia, especially under the global epidemic, it is a problem to go abroad to watch the game, but for Chinese fans who love tennis and love the Australian Open, a good news is coming! Now, even if you don't leave home, you can still grab the same genuine peripheral licensed goods in your beloved Australian Open.
On January 13, the AO Australian Open Tmall flagship store was officially launched with the opening of the AO22 event, cheering for personality and reveling for love.
Australian Open series of peripheral products, from the explosive player towel to the Australian Open trend boutique, fans and friends can enjoy their favorite souvenirs, the upcoming hot new products include the following three series:
AO FAN Australian Open true color: with the iconic Australian Open logo, Australian Open exclusive color, Australian Open symbol as the main body of the design, restore the true and pure image of the Australian Open.
Australian Open music tide players: closer to the life scene, add fashion trend elements, give youth vitality and vitality.
HERITAGE CLASSIC HERITAGE: A professional collection of products for the elves of the stadium to help you become the leader on the tennis court.
It is worth mentioning that the National Tide series, which belongs to Chinese characteristics, will also be released soon, perfectly combining Western logos with Eastern aesthetics, and blooming with the gorgeous brilliance of the fusion of East and West.
The launch of the Tmall flagship store is the first step of the Australian Open to enter the Chinese e-commerce field, which confirms the confidence and determination of the Australian Open to deepen the Chinese market, and the new field will empower the Australian Open brand and continue to tap the incremental market.
Krypton learned that behind the successful opening of the official flagship store of the Australian Open Tmall, it has been inseparable from the operation of a local Chinese company, that is, Fude Brand Management Co., Ltd. in Hangzhou, which is a low-key company in the Chinese sports industry, but operates the management and sales of many top professional sports IP derivatives in China and even the world.
Founded on July 1, 2013, Vode successfully won the exclusive global licensing of the World Cup mascot in Brazil in 2014, and successfully won the rights and interests of the 2016 European Cup mascot in France two years later, and the global licensing of the 2018 World Cup mascot in Russia except for Russia.
After four consecutive years of operation of the international top football IP derivatives, Fude began to enter the field of China's local professional sports IP derivatives, and began to cooperate with Beijing Guoan, Shanghai Shenhua, Beijing Shougang, Shanghai Shark four Chinese Super League and CBA top teams in 2018, and jointly established and developed a new domestic professional sports IP derivative product system with the club, and successively opened the Beijing Guoan Tmall flagship store, the Beijing Shougang Tmall flagship store, and the Shanghai Shark Tmall flagship store.
Especially in 2019, the cooperation with Beijing Guoan Club created a revenue of about 13 million online and offline that year, and it is also a record for the sales of professional sports IP derivative products in China.
In fact, in the historical tradition of professional sports events and club development in Europe and the United States, whether it is the NBA or the Premier League or the Bundesliga, licensed derivatives always represent the brand and cultural promotion of IP, and are also the best emotional links with fans, and are also an important income component that clubs cannot ignore.
Our neighbor, the Japan Professional Football League (J League), has also entered a new development cycle for the development of derivative products of various clubs, and due to the overall positioning of the J League, which pays more attention to the community and educational nature of football, the ticketing policy of J League clubs is generally inclined to local general fans. With the exception of a few big clubs, J-League home ticket revenue does not account for a large proportion, so the development and sale of derivatives has become the top priority of its independent revenue, which has become even more critical during the epidemic.
In the face of the impact of the epidemic, the J-League has also adjusted and controlled the admission policy, but under the situation that the ticket revenue has dropped by 67% compared with before the epidemic, the 57 clubs in the J-League have not experienced large-scale operational difficulties, of which the total sales revenue of 8.8 billion yen in the 2020 season has played a crucial role, and the sales of derivatives are also the revenue items that the J-League clubs have shrunk the least under the huge impact of the epidemic.
Whether it is the Chinese Super League or the CBA, China's local professional leagues are also due to the epidemic, mostly take the way of the tournament system or empty stadium, almost all clubs' home fans have been unable to go to the scene for more than two years to watch the game, in addition to the sharp decline in ticket and sponsor income, how to maintain the emotional link with the fan community, obviously has a longer-term value.
Through the epidemic cycle, Fude firmly cooperated with domestic sports IP partners such as Beijing Guoan, Beijing Shougang, Shanghai Shenhua, Shanghai Big Shark, etc., increased investment in e-commerce operations, and joined hands with strategic partners Beijing Xingshuo Sports to create an independent marketing system, introduced professional sports marketing and self-media operation teams, and strengthened the operation of professional sports IP parties in the official self-media side.
Among them, all the online self-media operations of the French national team, the operations of Shanghai Shark Douyin, Kuaishou and Xiaohongshu are included in the overall commercial closed-loop operation, realizing the seamless connection from media content creation to traffic operation to derivative product sales, further breaking through the original business logic, and beginning to create a one-stop service system for professional sports IP with strong marketing genes.
In addition to the newly introduced Australian Open Tmall flagship store mentioned above, Fude also has the French Open (Roland Garros) Tmall flagship store, the World Cup champion French national football team Tmall flagship store, the Premier League giants Arsenal Club Tmall flagship store and other global top IP, in 2021 also became the NBA China's official membership system mall operation partner, Asian Games authorized manufacturers and authorized retailers, in January 2022 just renewed the latest cooperation with Beijing Guoan.
With the opening of the marketing system, in the future, the largest professional sports IP licensed product operator in China will undoubtedly have greater ambitions, which deserves more attention and expectations from the industry.