Jeremy Lin's star not fading off court Knicks guard's jersey is NBA's top seller since February 林书豪的星度在场外不褪色：自2月以来尼克後卫球衣是NBA最畅销的 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. 上个星期三（3月14日），为了他的阿姨生平第一次去看纽约尼克比赛，Antonio Yu掏出 560美元买了两张门票，而且他们一定会为了这场合作出适当的穿着，为了两件官方授权 的林书豪球衣，他付了一件250美元（两件500美元）的球衣钱。 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. 当围绕在优秀控球後卫间的「林来疯」气氛可能已经逐渐消失，在商业方面似乎仍然有大 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）晚上於麦迪逊花园广场打赢波特兰拓荒者终止6连败的期间，许多球 迷都穿上17号球衣和T恤，其中一些人还挥舞着海报叫「林不可思议」和「进球林」。 Lin merchandise dominated the Knicks concession stands and featured prominently in in-store displays. 林书豪商品支配着尼克的贩卖部，并且在商店展示品中特别主打。 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. 自从林书豪在2月4日的比赛中异军突起，尼克线上商店—贩卖50多种林书豪相关商品—其 销售额已经飙升40倍，而在赛场的销售额也提升了70%，与林书豪有关的用品在线上贩卖的 销售额占了大约一半，在赛场的销售额占了大约三分之一。 "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." 「我只能感谢。」在一场赛後的更衣室采访，甚至还没有见过所有印有他名字的产品的林 书豪说道。「我爱这些球迷。我爱他们的热情。我实在非常喜欢人们的创造力。他们制造 有趣的海报和物品。我很享受这些。」 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. 根据NBA，林书豪的球衣是联盟最畅销的，这现象已经超过一个月，这一个月突然暴增的 尼克队商品销售额到达了顶点。 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的分析师Matt Powell说道，NBA商品市场价值30亿美元，尼克的市占率 在2月25日达到39%的巅峰，当时是林书豪商品刚遍及全国商家的时候。 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. 虽然从那时之後需求已经减少，但是尼克的市占率仍然是第1名，大约为26.5%，Powell说 道，可以预计尼克的市占率在这样的水平会维持一整年。 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.) 他补充道，他不认为林书豪商品的销售额会因尼克教练Mike D'Antoni在星期三突然离去 而下滑。 （林书豪曾经把他的成就归功於D'Antoni给他机会去展现他的球技，这也让人们产生D'An- toni的离去可能表示林来疯结束的猜测。） 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说道，如果尼克在去年有设法去保护它们最近赢得的NBA商品销售市占率，它们早 就增加超过一倍、10%的占有率。像2009年，尼克的用品仅占全联盟销售额的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." 即使林书豪在球场上当家的那些日子已经平息，Powell还是预言道利益将会继续存在。「 第1名的市占率是利益持续存在的一个指标。」 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. 从2月初一直持续到星期五（3月16日）为止，尼克的母公司麦迪逊花园广场公司的股价上 涨了13%，同时期的标准普尔指数只增加了了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），由中国浙江吉利控股集团所拥有的汽车公司Volvo说道，它和林书 豪签下一纸全球性的品牌代言合约，这份合约主要着眼在中国、美国和亚洲中文地区的市 场。 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），尼克和源於台湾的电脑制造商Acer签下一纸行销合作协议，这是 尼克在过去一个月来合夥的第二家台湾公司。 （林书豪的父母来自台湾。） 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. 林书豪也和Nike公司有一份代言协议，而Nike开始在自身所有的商店和Foot Locker公司的 各个所在地销售「林来疯」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为了林书豪上个月去参加NBA全明星周的行程，出产一双特别的鞋子，告诉MarketWat- ch说，为了林书豪，这是一个长程营销计画的讨论机会，内容可能包括鞋类和外衣。 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. 一位来自台湾的学生Ryan Chen说道，对於林书豪用品的收藏，他关注着来自Nike、加有 林书豪标志的鞋子，他的收藏品已经包括了两件Swingman球衣（每件88美元）和T恤。「 对於尼克的表现我已经有一些失望，但是我仍然支持林书豪。」Chen说道。 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. 从2月初开始，NBAstore.com已经运送林书豪的商品到24个国家，先送货的国家包括美国 、加拿大、台湾、澳大利亚。然而如此大范围的销售在林书豪身上并不是唯一一个，但是 ，这「对於新近就大受欢迎的球员却是独一无二的。」NBA的发言人Amanda Thorn说道。 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. 一位多伦多当地人、暴龙队的球迷James Johnson说道，他独自带着他3个10多岁的孩子去 看他们首场的尼克队比赛，并花了1,000美元在门票上。由於在曼哈顿的Nike商店，他们未 能找到Linsanity的T恤，Johnson说道，他计画在赛後再去买林书豪相关的用品。 "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." 「我们特地从多伦多远道而来就只是为了看见他。」Johnson补充说道，（他11岁大的女儿 ）「狂热地爱上了林书豪。他让团队注入元气。他真是太妙了。每个人都因为他前去并观 赏比赛。」 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. 但即使是林书豪，一些球迷也不必然是无条件的支持。赢球并持续稳健的个人发挥将被需 要去支撑广大的利益。 Antonio Yu said he'd certainly consider buying additional Lin-related products — "if he continues to play well." Antonio Yu说道，他肯定会考虑购入林书豪相关的额外产品—「条件是他能持续打出好比 赛。」 http://tinyurl.com/7ukmuk9 http://tinyurl.com/6ocbtrt --

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