The star effect is the master of the sports market

In a market where a niche fencer can beat a basketball superstar, not all athletes, stars and influencers have the same influence.

No one knows better than the sportswear giants Nike and Adidas to combine the touchstones of Western culture with Chinese local customs and traditions. They proved that, despite the weakening of market momentum and the rise of local brands, Chinese consumers’ preference for Western brands has continued to increase.

Sports brand leaders have always relied on the highly publicized measures of the Chinese government to promote fitness exercises, while persisting in exploring new consumer interests and investing in marathon and other professional sports and health-related activities. Brand ambassadors and marketers - more often referred to as "KOL", an important opinion leader in China - can obviously have a significant impact on consumer behavior.

For example, Chinese actresses such as Yuan Shanshan, Sun Yu, Zhang Yuxi, and Chen Yihan are keen to publish their own fitness pictures on social media, which allows netizens to be highly motivated about fitness programs such as yoga, Pilates, and high-intensity interval training. Today, we can realistically measure the influence of these celebrity faces on consumers to understand consumers' purchase intentions and promote sales, not just build brand awareness.

Western celebrities, from basketball player Lebron James to football player Sergio Ramos, and Kanye West and Olivia Palermo, who have been closely linked with sportswear, have already established in China. Its sales promotion and sales in China. But the facts seem to indicate that the celebrity influence of China is often more valuable, more efficient and more lasting.

To demonstrate this proposition, our company Bomoda analyzed a large amount of data from the mid-October of 2016 to the mid-November, 30 days, to ensure that we seized the key factors affecting last year's "double 11". Our analysis includes the social media performance of 5,000 Chinese and foreign stars, athletes and bloggers associated with brands such as Nike, Adidas and New Balance in the eyes of the Chinese.

In each category of celebrities, athletes, and bloggers, we analyzed the content created by Weibo and WeChat through its Weibo and WeChat, the content created by its fans, and the media exposure. We also collected statistics on audience size, participation, participation quality, and purchase intention. Next, we investigated their impact on the actual purchase of branded products on Taobao and Tmall. Through a specially designed trade-off algorithm, we list the overall ranking for each influencer.