In the last week, Sun Minghui defeated 97.67% of the broadcaster in TikTok’s ranking.
In the latest live broadcast, Sun Minghui received 321000 likes in a very short period of time and was awarded “CBA Naying” for his honest speech “.
According to the data, Sun Minghui TikTok rose 2.3W in 7 days, and added 7.0W of likes. Microblog fans also rose to 887000 rapidly, becoming the basketball Traffic Center.
In addition to the strong traffic constitution, the business outside Sun Minghui’s stadium is also booming. According to the data, up to now, Sun Minghui’s off-site Investment has set foot in many fields such as catering and sports training, and has many high-quality assets such as ball halls and barbecue shops. The business mind and wisdom of the Z generation star are gradually emerging.
“The devil roast meat” into a net hot forging card land
For many people, “Nothing can’t be solved by a barbecue, and only two meals can’t be solved by one meal.”
According to “China barbecue category development report 2023”, the market scale of barbecue category exceeded 220 billion in 2022. Sun Minghui just smelled the business opportunities of the barbecue industry in the Times, and opened Internet celebrity Japanese grill “the devil roast meat” in Hangzhou “.
Different from Xie Hui’s “pressing” video, which accidentally led to fire, “there are Wah Kee stalls”, Sun Minghui’s roast meat shop opened during the epidemic, and its performance turned red after only one year of operation.
According to the public comment Hangzhou Station, the per capita consumption of Devil’s meat is more than 200, and OMAKASE features are very attractive to young consumers. Many users give favorable comments: “I want to eat over and over again” “cost-effective” “can burst into a store with 400 + per capita”. With the blessing of the huge network of entertainment circles and Sun Minghui’s own influence in basketball, many traffic stars and stars have visited “The devil roast meat”.
Guangsha players clock in the Devil’s meat
Sports stars start their own businesses with certain hometown characteristics. For example, Zhao Rui’s family brought Northeast food to Dongguan, and the restaurant business was booming; The restaurant “Mr. Shepherd” of xirejiang and his brother focused on Xinjiang cuisine, which was extremely minority folk-custom from store signs to in-store decoration.
Some food critics said after visiting Sun Minghui’s barbecue shop, “(here) Japanese roast meat has a little Northeast flavor…… (Let People) began to miss Li Ru of Hua Gang hospital.”
Red Food Industry Research Institute predicts that China’s catering industry revenue will reach 4.8 trillion in 2023, a record high. In this way, the market scale of barbecue category is bound to rise.
The Japanese roast meat shop of “Sun Zong” has the fine Japanese materials and the fireworks of barbecue. After Accumulated public praise, the business will continue to flourish.
Sun Minghui strictly selects ingredients for customers
Open a stadium and train reserve talents
According to the China Basketball Development Report of China Basketball Association, among Chinese teenagers aged 6-17, choose to participate in basketball, 9.6 percent regard basketball as the main sport, the recognition of basketball ranks first among three big-ball sports.
In addition to the training camp promoted in the live broadcast, Sun Minghui also opened a new venue with the partner in Hangzhou-the RMB CENTER.
RMB CENTER Hangzhou
the LOGO of the stadium is composed of SUN Minghui’s surname pinyin sun and jersey number 17. the brand advocates “Always believe in the SUN”. A pun, “You can always believe in the sun/Sun (general)”.
The online video shows that the interior decoration of the stadium has carried out street art treatment on Sun Minghui’s personal brand logo, and the brand power has been further strengthened. As the men’s basketball World Cup and the Hangzhou Asian Games approach, it is expected that a group of high consumers with better acceptance of new things can be harvested.
On the opening day of the new stadium, Sun Minghui wrote in the circle of friends: “Mingsheng will start with a hard core and go on smoothly, satisfactorily and perfectly.”
Sun Minghui circle of friends celebrate the opening of the stadium
Cross-border variety shows and sign big brands, the wider the road of business
In recent years, Sun Minghui has been in the field of cross-border variety show for many times, and has successively appeared in this! It is a sports variety stage such as Dunk, dunk League, Super Penguin Red and Blue war. Here! In the program of dunk season 4, Sun Minghui appeared on the stage as a dream-fulfilling officer, helping the dream-chasing team to win.
After the CBA finals last year, Sun Minghui accepted the invitation of the program “hard work, eat first” and started a cross-border linkage. This program is a food documentary program jointly produced by CBA sponsor Caterpillar and Tencent News. In the program, Sun Minghui was invited to a Henan family for dinner and learned the hard story behind the “doer” struggling at the grassroots level.
Sun Minghui has maintained long-term cooperation with Chinese and Qiao sports and other brands. In recent years, the latter has realized the promotion of brand image and brand value with the help of Sun Minghui’s influence and communication power.
In addition, in August 2021, Sun Minghui was invited by Geely Automobile to participate in the “China cannon” Basketball New Star selection, and shot an advertisement for Geely trendy series · New Bin Yue, which made the new bin Yue “not admit defeat on the court, the spirit of dare battle on the track advocates to express the trend.
Sun Minghui Geely-new bin Yue advertising
Different from the operation of rice circle, the development track of local athletes is linear. Only athletes standing on the top of the mountain can gain more commercial value. It is still a test for athletes how to convert the periodic traffic of the competition into long-term traffic and find more ways to realize commercial value. Athletes want to maximize the release of commercial potential, but also need to have a longer-term vision and positioning, but also cannot do without the help of professional operating agencies.
In November 2020, Sun Minghui signed a contract with CAA, the world’s largest brokerage company. At that time, CAA China said in the official propaganda article, “the integration of high-quality resources will help Sun Minghui open up a broader development space in the field of Basketball”.
Looking at the Sports Arena, athletes with business acumen can often “grasp the stadium and shopping malls with both hands”. C Luo received 0.136 billion dollars in the year, and the personal brand CR7 was popular all over the world. James has made important “decisions” many times, and the business empire continues to grow. Yu Jia once commented like this: “James’s first nickname was” Chosen One “. At that time, everyone only saw his physical quality and basketball skills, if his unparalleled business acumen could be widely known at that time, you would think he could bear this nickname in any field.”
In the view of sports big business, the promotion of internet popularity can help players occupy a place on the hot search list and further develop their personal business potential. At the same time, the positive driving of sports stars is also an important factor to improve the popularity of sports.
Athletes Bring positive “celebrity charm”, which enables sports to focus on more traffic, break into public vision and life, strive to move towards the mainstream of society, and gain more attention and capital investment. Along with this process, the personal value of athletes also continues to overflow the stadium, and the road of business is getting wider and wider.
For Sun Minghui, who is at the peak of his career, whether he can lead Guangsha to the finals next season is something that fans can look forward, however, it is also worth looking forward to whether business investment or personal business IP will continue to show a more diversified trend in the future.