Or Yellow Man Can Jump. A deep dive into the Chinese basketball market.
Congratulations to Jeremy Lin for winning an NBA Championship with the Toronto Raptors. Mr Lin, a Taiwanese-American from Palo Alto who played his college ball at Harvard, joins only two other people of Asian ethnicity to have won an NBA championship. The other two were Chinese imports: Mengke Bateer, an ethnic Mongolian, who won with the San Antonio Spurs in 2003, and Sun Yue, with the Lakers in 2009. They weren’t NBA stalwarts like Mr Lin, though. Whereas those two barely lasted in The Show, Mr Lin has had a nine year NBA career, filled with ups but mostly downs until this championship.
Mr Lin has had a tumultuous career as a professional basketballer — unexpectedly revitalising the New York Knicks as an unheralded rookie (few Ivy League players have excelled in the professional ranks, and none from Harvard), kicking off the “Linsanity” craze and seeming destined to be the next great point guard in the league, before succumbing to various injuries that transformed him from up-and-coming star to journeyman. Funnily enough, Mr Lin is probably best-known for his long-running feud with Lakers superstar Kobe Bryant that began in Mr Lin’s rookie season and hit a boiling point when the pair were Lakers teammates for a brief moment in the 2014-2015 season.
Mr Lin is currently a free agent and probably nearer the end of his career than the beginning. But if he never plays an NBA game again, he will at least be set for life, having earned an estimated $66 million before taxes from playing. And Mr Lin, who is close friends with basketball-crazy Taiwanese mega-entertainer Jay Chou, may have the option to embark on an even more lucrative basketball-related career in China, albeit as a promoter-endorser rather than as a player. Mr Lin may not have had as stellar a playing career as China’s most successful basketballer, Yao Ming (a member of the NBA Hall of Fame and now chairman of the Chinese Basketball Association). But Mr Lin is without a doubt more popular amongst young fans, with his trendsetting urban style and sometimes dreadlock’ed hair. For all Mr Yao’s playing abilities, he was never baller. J.Lin (as his legions call him), though? Fire.

Last year, Messrs Lin and Chou teamed up to host a very entertaining (if you like hoops) basketball reality-tv show in China called Dunk of China (这!就是灌篮). The show essentially pitted young streetballers with dazzling hotdog skills against a group of college players in a 3-on-3 tournament. It was watched by nearly 100 million viewers during its initial airing on cable tv (Zhejiang Satellite TV in China) and streaming on the Youku platform. It was also released in Mr Chou’s native Taiwan on ETtoday, a digital news platform and streaming channel owned by Eastern Media International.
The show’s success owes something to the immense popularity of basketball in China. Ever since the Republican era of modern China after 1912, Chinese people have embraced basketball as a symbol of modernity and progress. Heck, my grandmother played basketball for her senior high school team in Shanghai in the early 1930s. My mom has the photos to prove it. Plus basketball is democratic — anyone can play it. You don’t need a big pitch, nor any special equipment. Just a ball and a hoop. In this, it mirrors why basketball is also so popular amongst poor, inner-city neighbourhoods in the US.

According to the NBA, which has been actively developing the China market since the early days of China’s reform and opening up in the mid-1980’s, basketball is China’s most popular sport, with some 300 million people regularly playing it recreationally in China. The NBA also claims that 83% of Chinese people aged between 15-24 (some 450 million) are NBA fans. That figure might be high, but maybe not by much. Chinese people are rabid for NBA basketball. NBA games have been shown on tv in China since 1994. These days, every NBA game is shown live with Chinese-language commentary all season long. Six games per week are shown live on national tv on the main CCTV channel. Even the NBA’s Summer Development League, which only the most hard-core of fans in the US follow, is broadcast in China.
NBA-in-China’s rising tide has also lifted Nike. From the mid-1990’s on, Nike’s marketing efforts in the China market have leveraged basketball’s grassroots popularity, particularly promoting an urban inner-city culture that, in turn, has created a vibrant hip hop music scene. Chinese streetball pioneers, like MoreFree (his parents know him as Wu You), cite a pivotal 2001 Nike ad, “Hip Hoop”, that catapulted urban basketball culture into the mainstream consciousness in China. China is the Portland-based sportswear brand’s fastest growing region, and in 2018 reported $3.5 billion sales in Greater China (including Hong Kong and Taiwan). Shanghai hosts the world’s largest Nike store, the Nike Shanghai 001 House of Innovation, a 41,000 sq ft wonderland for sneakerheads. Chinese sneaker brands — Anta, 361, Li-Ning, PEAK — have all stolen a page from Nike’s playbook, investing heavily into the domestic basketball market while sponsoring NBA players as headline hooks.

Dunk of China, besides being a vehicle for Mr Lin’s post-NBA career, may also have helped propel a couple of its cast into mainstream basketball stardom. The first, Yang Zheng, a 25-year old 196-cm Beijinger who is a star on the professional streetball circuit in China, has registered to play in the Chinese Basketball Association this coming season. Mr Lin says he has madskillz to play in the CBA (and a knack for buzzer-beating three-pointers), but it remains to be seen if he’s left it too late to be playing organised hoops for the first time at 25. If nothing else, he’ll add some street style to the more conservative CBA.
The two other standouts created by the show are Zhu Mingzhen and Zhang Ning, teammates on an indomitable Peking University side that has taken the Chinese University Basketball Association (CUBA) championships three years in a row (they will both be seniors this year). Mr Zhu is a 200-cm power forward who grew up in Beijing, with a Ugandan father and a Chinese mother. Thanks to his sponsor, Li-Ning, Mr Zhu spends his summers training at basketball camps in the US, and could very well find his way to the CBA after graduation.

But it’s his PKU teammate, Mr Zhang, a Hebei-native, who has the potential to be Chinese basketball’s next superstar. The 192-cm shooting guard has a powerful driving style, but can also shoot three-pointers. He was selected as Dunk of China’s MVP. In Mr Zhang’s case, as early as two years ago, Yao Ming said he plans to recruit him for the Shanghai Sharks. Mr Zhang said recently that he wants to play, or at least train, in the NBA Development League after he graduates. Even if he most likely falls short of an NBA career (he wasn’t selected in the NBA draft and is an over-ager, having repeated eighth grade), the experience of playing against American up-and-comers could logarithmically accelerate his chances in the CBA. Mr Zhang is a marketer’s dream (and probably that of no few girls, too). He’s smart (Peking University being China’s equivalent of Harvard), good-looking and clean-cut, yet plays with aggression and arrogance seldom seen in Chinese players. Dr Dre already has him peddling headphones in China.

Incidentally, CUBA itself will have been the biggest winner from the exposure it’s gotten from Dunk of China. Compared with NCAA college basketball in the US, CUBA is an underdeveloped brand outside of its core basketball-obsessed demographic. Partly that’s because the CBA doesn’t place as much emphasis as NBA teams on recruiting college ballers to fill future ranks. Most CBA teams have their own affiliated youth teams in a system that’s more akin to European football. An equally compelling reason may be that, for Chinese parents, university is for academics not sports. Even Jeremy Lin’s mother has said she faced criticism from friends for letting him play so much basketball in high school. So students feel embarrassed for being too fan-boy or fan-girl for their school team. This feeds back into a dearth of alumni boosters, in the US sense, so the fandom cycle is perpetually disadvantaged. But it’s like the chicken-and-egg question. Improve the college basketball product, align it more closely with the school brands (since everybody loves school so much), and the basketball-mad Chinese masses will dig deep into their wallets to support it.
In the not-so-distant future, CUBA’s Big Eight year-end tournament could be bigger (at least in viewership, if not dollars) than NCAA’s March Madness (its Division 1 Men’s Basketball Tournament). The 2018 March Madness tournament had over 97 million viewers on US domestic tv, and was re-broadcast to 180 countries. Amazingly, NCAA earned an estimated $900 million from March Madness alone last year, on tv ad revenues of $1.28 billion! Now that’s a goal for CUBA to aspire to.

And they are moving in this direction too. In October last year, Alisports, the sports promotion division of internet giant Alibaba, paid one billion yuan (around $150 million) for seven-year exclusive operation rights for CUBA. Alisports says it will continue to show more CUBA games than the 300 top-tier men’s basketball matches shown last year, especially on Alibaba’s Youku streaming platform. They are also quickly initiating reforms to justify this investment. CUBA has started playing games in a home-and-away system, rather than at neutral locations, to help build campus identity and fan loyalty. Smells like school spirit.
Over the longer-term, these efforts will create pots of gold for Chinese schools, just like college sports does in the US. This growing environment seems custom-made to benefit an Ivy League, NBA champion baller like Jeremy Lin. Swish.


This post is the sole property of Joseph Lo, Joe Quietly Ruminates Blog. All Rights Reserved.

































You must be logged in to post a comment.