[外絮] 星度在場外不褪色林書豪的球衣最暢銷

看板Jeremy_Lin (林書豪)作者caesst85149 (cajhwunc)時間13年前 (2012/03/25 10:48)推噓11(11推 0噓 7→)

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Jeremy Lin's star not fading off court Knicks guard's jersey is NBA's top seller since February 林書豪的星度在場外不褪色：自2月以來尼克後衛球衣是NBA最暢銷的 March 20, 2012|Andria Cheng, MarketWatch ─────────────────────────────────────── NEW YORK (MarketWatch) — For his aunt's first-ever New York Knicks game last Wednesday, Antonio Yu shelled out $560 for a pair of tickets, and, to be certain they were appropriately dressed for the occasion, he paid $250 apiece for two officially licensed Jeremy Lin jerseys. 上個星期三（3月14日），為了他的阿姨生平第一次去看紐約尼克比賽，Antonio Yu掏出 560美元買了兩張門票，而且他們一定會為了這場合作出適當的穿著，為了兩件官方授權的林書豪球衣，他付了一件250美元（兩件500美元）的球衣錢。 While the atmosphere of "Linsanity" surrounding the point-guard phenom may have died down somewhat on the hardwood, on the commercial side there still appears to be plenty of passion. 當圍繞在優秀控球後衛間的「林來瘋」氣氛可能已經逐漸消失，在商業方面似乎仍然有大量的激情。 During Wednesday night's win over the Portland Trail Blazers at Madison Square Garden, which snapped a six-game Knicks losing streak, many fans were donned No.17 jerseys and T-shirts, some of them waving posters saying "Lincredible" and "Bal-Lin'." 在星期三（3月14日）晚上於麥迪遜花園廣場打贏波特蘭拓荒者終止6連敗的期間，許多球迷都穿上17號球衣和T恤，其中一些人還揮舞著海報叫「林不可思議」和「進球林」。 Lin merchandise dominated the Knicks concession stands and featured prominently in in-store displays. 林書豪商品支配著尼克的販賣部，並且在商店展示品中特別主打。 Since Lin's Feb. 4 breakout game, sales at online Knicks-linked stores — which carry about 50 Lin-related items — have surged fortyfold, while sales at the arena are up 70%, according to management, with Lin-related gear accounting for about half of online sales and about a third of in-arena sales. 自從林書豪在2月4日的比賽中異軍突起，尼克線上商店—販賣50多種林書豪相關商品—其銷售額已經飆升40倍，而在賽場的銷售額也提升了70%，與林書豪有關的用品在線上販賣的銷售額占了大約一半，在賽場的銷售額占了大約三分之一。 "I'm just thankful," Lin said in a postgame locker-room interview, adding that he has not even seen all the products carrying his name. "I love the fans. I love their enthusiasm. I just like it when people are creative. They make funny posters and stuff like that. I enjoy that." 「我只能感謝。」在一場賽後的更衣室採訪，甚至還沒有見過所有印有他名字的產品的林書豪說道。「我愛這些球迷。我愛他們的熱情。我實在非常喜歡人們的創造力。他們製造有趣的海報和物品。我很享受這些。」 According to the National Basketball Association, Lin's jersey has been the league's top seller for well over a month, catapulting sales of Knicks team gear to the top spot. 根據NBA，林書豪的球衣是聯盟最暢銷的，這現象已經超過一個月，這一個月突然暴增的尼克隊商品銷售額到達了頂點。 The Knicks held a 39% peak market share of the $3 billion NBA merchandise market in the week ended Feb. 25, when Lin merchandise reached stores nationwide, said Matt Powell, an analyst at SportsOneSource. SportsOneSource的分析師Matt Powell說道，NBA商品市場價值30億美元，尼克的市占率在2月25日達到39%的巔峰，當時是林書豪商品剛遍及全國商家的時候。 Though demand has slowed since then, the Knicks are still No.1, at about 26.5% of the market, a level Powell said the team can be expected to maintain through the year. 雖然從那時之後需求已經減少，但是尼克的市占率仍然是第1名，大約為26.5%，Powell說道，可以預計尼克的市占率在這樣的水平會維持一整年。 He added that he doesn't expect sales of Lin merchandise to suffer from the sudden departure Wednesday of Knicks head coach Mike D'Antoni. (Lin has credited D'Antoni for giving him the chance to showcase his skills, stirring speculation that D'Antoni's exit could signal the end of Linsanity.) 他補充道，他不認為林書豪商品的銷售額會因尼克教練Mike D'Antoni在星期三突然離去而下滑。（林書豪曾經把他的成就歸功於D'Antoni給他機會去展現他的球技，這也讓人們產生D'An- toni的離去可能表示林來瘋結束的猜測。） If the Knicks manage to defend their newly won NBA-merchandise-sales market share, that would more than double the 10% share the club held last year, Powell said. As recently as 2009, Knicks gear accounted for a mere 1.5% of overall league sales. Powell說道，如果尼克在去年有設法去保護它們最近贏得的NBA商品銷售市占率，它們早就增加超過一倍、10%的占有率。像2009年，尼克的用品僅占全聯盟銷售額的1.5%。 Even though Lin's on-court streak has cooled, Powell predicted that interest will remain. "The No.1 market share is an indicator of continued [Lin] interest." 即使林書豪在球場上當家的那些日子已經平息，Powell還是預言道利益將會繼續存在。「第1名的市占率是利益持續存在的一個指標。」 Through Friday, Madison Square Garden Co. (US:MSG), parent of the Knicks, had seen its shares advance 13% since early February, compared with a 4.4% increase of the S&P over the same period. 從2月初一直持續到星期五（3月16日）為止，尼克的母公司麥迪遜花園廣場公司的股價上漲了13%，同時期的標準普爾指數只增加了了4.4%。 On Monday, car company Volvo, owned by China's Zhejiang Geely Holding Group, said it signed Lin to a global brand endorsement contract, with a focus on China, the U.S. and Chinese-language markets in Asia. 在星期一（3月19日），由中國浙江吉利控股集團所擁有的汽車公司Volvo說道，它和林書豪簽下一紙全球性的品牌代言合約，這份合約主要著眼在中國、美國和亞洲中文地區的市場。 On Wednesday the Knicks signed a marketing partnership deal with Taiwan-based PC maker Acer (TW:2353), the second Taiwanese company to partner with the Knicks in the past month. (Lin's parents are from Taiwan.) 在星期三（3月14日），尼克和源於台灣的電腦製造商Acer簽下一紙行銷合作協議，這是尼克在過去一個月來合夥的第二家台灣公司。（林書豪的父母來自台灣。） Lin also has an endorsement deal with Nike Inc. (US:NKE), which launched a " Linsanity" T-shirt for sale at its own stores and at Foot Locker Inc. (US:FL) locations. 林書豪也和Nike公司有一份代言協議，而Nike開始在自身所有的商店和Foot Locker公司的各個所在地銷售「林來瘋」T恤。 Nike, which brought out a special shoe for Lin's trip last month to the NBA's All-Star Weekend, told MarketWatch it's discussing opportunities for a longer-range marketing plan for Lin that could include footwear and appearances. Nike為了林書豪上個月去參加NBA全明星週的行程，出產一雙特別的鞋子，告訴MarketWat- ch說，為了林書豪，這是一個長程營銷計畫的討論機會，內容可能包括鞋類和外衣。 Ryan Chen, a student from Taiwan, said he'd be interested in adding Lin-signature shoes from Nike to his Lin gear collection, which already includes two Swingman jerseys (each at $88) and a T-shirt. "I've been a little disappointed with the Knicks' performance, but I still support him," Chen said. 一位來自台灣的學生Ryan Chen說道，對於林書豪用品的收藏，他關注著來自Nike、加有林書豪標誌的鞋子，他的收藏品已經包括了兩件Swingman球衣（每件88美元）和T恤。「對於尼克的表現我已經有一些失望，但是我仍然支持林書豪。」Chen說道。 Since early February, NBAstore.com has shipped Lin merchandise to 24 countries, with the pace set by the U.S., Canada, Taiwan and Australia. While that number isn't unique in itself, it is "unique for a newly popular player," said NBA spokeswoman Amanda Thorn. 從2月初開始，NBAstore.com已經運送林書豪的商品到24個國家，先送貨的國家包括美國、加拿大、台灣、澳大利亞。然而如此大範圍的銷售在林書豪身上並不是唯一一個，但是，這「對於新近就大受歡迎的球員卻是獨一無二的。」NBA的發言人Amanda Thorn說道。 James Johnson, a Toronto native and fan of the hometown Raptors, said he spent $1,000 on tickets alone to take his three teenagers to their first Knicks game. After failing to find Linsanity T-shirts for them at a Nike store in Manhattan, he said he planned to buy Lin-related gear after the game. 一位多倫多當地人、暴龍隊的球迷James Johnson說道，他獨自帶著他3個10多歲的孩子去看他們首場的尼克隊比賽，並花了1,000美元在門票上。由於在曼哈頓的Nike商店，他們未能找到Linsanity的T恤，Johnson說道，他計畫在賽後再去買林書豪相關的用品。 "We came all the way from Toronto just to see him," Johnson said, adding that his 11-year-old daughter "is crazy about him. He gets the team pumped up. He’ s fantastic. Everyone goes and watches the game because of him." 「我們特地從多倫多遠道而來就只是為了看見他。」Johnson補充說道，（他11歲大的女兒）「狂熱地愛上了林書豪。他讓團隊注入元氣。他真是太妙了。每個人都因為他前去並觀賞比賽。」 But even for Jeremy Lin, the fan backing is not necessarily unconditional. Wins and continued strong individual play will be required to sustain broad popular interest. 但即使是林書豪，一些球迷也不必然是無條件的支持。贏球並持續穩健的個人發揮將被需要去支撐廣大的利益。 Antonio Yu said he'd certainly consider buying additional Lin-related products — "if he continues to play well." Antonio Yu說道，他肯定會考慮購入林書豪相關的額外產品—「條件是他能持續打出好比賽。」 http://tinyurl.com/7ukmuk9 http://tinyurl.com/6ocbtrt -- ※ 發信站: 批踢踢實業坊(ptt.cc) ◆ From: 218.168.126.75

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