Xin Lang Cai Jing·2025-07-10 05:56Group 1 - The core point of the article highlights the significant sponsorship deal between top badminton player An Se-young and Yonex, valued at 10 billion KRW (approximately 53 million RMB) over four years, setting a new record for badminton athlete sponsorships [1] - Other notable Korean players, Seo Seung-jae and Kim Won-ho, have also signed with Yonex for annual sponsorships of 2.2 billion KRW and 1.5 billion KRW respectively, both for four-year terms [1] - Li Ning attempted to secure An Se-young with an offer of 3.5 billion KRW annually, indicating a competitive landscape for athlete endorsements in badminton [1] Group 2 - The badminton market is experiencing a surge in demand, with the global market size reaching 7.148 billion RMB in 2023 and projected to grow to 10.506 billion RMB by 2029 [7] - The price of badminton shuttlecocks has doubled from approximately 95 RMB to 190 RMB per dozen, driven by increased material costs and rising demand for the sport [3][4] - The participation rate in badminton in China is high, with 250 million people engaged in the sport, making it the most popular racket sport in the country [6] Group 3 - Yonex has a dominant position in the badminton industry, signing a total of 37 athletes, including top stars like Lin Dan and Lee Chong Wei, which enhances its brand visibility and market share [11] - The company reported a record net sales of 138.2 billion JPY for the fiscal year ending March 2025, with an 18.8% year-on-year growth [12] - Over 70% of Yonex's sales come from overseas, with a significant portion from the Asian market, particularly China, due to its sponsorship of the national badminton team [13] Group 4 - Li Ning is shifting its focus back to professional sports, including badminton, after a period of emphasizing fashion and lifestyle branding, indicating a strategic pivot to regain market influence [10] - The competitive landscape is intensifying, with emerging brands challenging established players like Li Ning and Yonex, necessitating innovation and strategic adjustments to maintain market share [14]