Carrying "Rockets" to Attack Oversea Anta Sport Marketing Lockup

American local time on the evening of November 9, Ding Zhizhong, head of ANTA, and NBA rocker boss Leslie Alexander (LeslieAlexander) wrote "win-win world," the alliance signed on both sides of the Yuxi, marking the official knot For strategic alliances.
The day before, Anta has signed the Rockets power forward Scola, making it an NBA player in Anta's endorsement after Steve Francis. Following the successful completion of listing and financing, Anta, a heavily fortune holding company, began to step up its sports marketing campaign.
Interpretation of music "never stop"
Anta can a few years ago set off a "card campaign" many footwear companies stand out, sports marketing can be described as contributed.
"ANTA is the first brand to eat crabs." According to Ren Xinzhao, deputy director of ANTA brand introduction, among the many shoe companies at the time, Anta took the lead in using CCTV's superior platform for brand promotion, thus rapidly raising brand awareness. Kong Linghui phrase 'I choose, I like' let Anta become a household name. "
September 2006, during the Doha Asian Games held, Anta also introduced a new brand image ads. Accompanied by Queens rock and roll wearethechampions and almost black and white advertising screen, ANTA hit the brand "KeepMoving" (KeepMoving).
Wearethechampions is recommended by JWT, Ren Xinzhao told reporters: Anta uses music to interpret the "never stop" brand connotation and achieve very good marketing results. "Because the songs we choose are very special, the heated pace can explain the passion of the sport, which is very much in line with Anta's advertisement screen and advertising concept, impressing the consumers and greatly helping the brand promotion."
Ren Xinzhao think, the brand slogan from "I choose, I like" to "never stop" upgrade, is a very natural transition. "'I choose, I like' more emphasis on individuality publicity, 'never stop' stressed that although you are just an ordinary person, there is no natural and extraordinary conditions, the family is not good, but through their own efforts can also be obtained victory."
Anta brand director Xu Yang said that despite the adjustment of the brand slogan, but Anta brand positioning has always been very clear. "Our target audience for sports marketing is a group of dreaming ordinary young people who represent the middle-income, young consumer group in China, where Anta has the brand power advantage and is cutting the largest in this largest market That cake, Anta is the winner. "
Seeking local markets with global resources Behind these generous marketing campaigns, there is financial backing from overseas.
ANTASports Products Limited went public on the Hong Kong Stock Exchange (code: 2020) on July 10 this year. Offering 600 million shares worldwide, the ANTAS Sports Products Limited obtained 183 times over-subscribed shares for the public offering. With the over-allotment part, Anta raised more than 3.5 billion Hong Kong dollars to become China's highest market value sporting goods brand.
Houston Rockets boss Alexander is one of the major shareholders of ANTA Sports, he subscribed 8.2% stake for 234 million yuan. According to Ren Xinzhao, deputy director of ANTA brand introduction: Anta after listing the overall strength has been significantly improved in the use of international resources also gained a greater platform, Anta and the Rockets strategic cooperation to benefit from this.
The alliance will also bring a series of cooperation plans for ANTA. Renxinzhao revealed: "The most important of these is the" new route "program that we are about to launch this year. We will help China's most promising young players to join the rocket training camp! "
In the integration of global resources, Anta has long been an attempt.
As early as the spring of 2006, Anta began to make frequent contacts with a number of foreign consultants in order to prepare for the listing. Kearney swept ANTA's strategic development, Mercer outsourced Anta's human resources, KPMG served as auditing, JWT is responsible for brand management.
"The funds that are listed and financed will help Anta to speed up the expansion of its domestic sales network." Xu Yang, director of Anta's Brand Management Center, introduced the IPO financing of more than 3 billion yuan, most of which will be used in the construction of ERP information terminals for advertisement marketing and terminal stores aspect.
In order to strengthen the management of the terminal store, Anta also attracted a third-party investigation company as a "shadow customer" to store image, purchase volume, purchase structure score.
To expand the retail market, in October 2006, Anta set up the Shanghai Sporting Goods Development Co., Ltd. striker. The company has partnered with retailers such as Adidas, Reebok and Kappa.
According to Anta's semi-annual report released in September shows that Anta's operating results in the first half of this year exceeded last year's annual results.
Xu Yang said signing up for Francis and Scola will help open up overseas markets. However, the proportion of Anta overseas sales is very small, mainly in Southeast Asia and Europe have nearly 100 franchise stores.
Anta (China) Co., Ltd. Ding Zhizhong also made it clear that Anta will remain based on the domestic market. "The Chinese market is too big and there are still 500 million people in China who can not afford Anta shoes. To become the most popular brand in China within the next five years will be Anta's most important strategic goal."
Take the 08 route by the Olympic Games Dongfeng not a sporting goods company dare to ignore the Olympic marketing, Anta Although not a sponsor of the Beijing Olympic Games, but do not want to miss this marketing opportunity.
Ren Xinzhao told reporters: Anta began planning the Olympic marketing strategy from two years ago and made a long-term plan of three to five years. This is reflected in Anta's IPO prospectus - HK $ 1.1 billion raised by Anta will be used to organize fairs, branding, sponsorship of major sporting events and media advertisements.
Xu Yang told reporters: "In this huge brand feast, what ANTA needs to do is tell the story of the Chinese people's Olympic Games."
On August 8, 2007, Anta, on the occasion of the first anniversary of the countdown to the Olympic Games, brought the huge amount of money raised by the market and released a series of long-planned ads. An Olympic television advertisement titled "Manifesto" began to be put on the media.
ANTA attaches great importance to this ad, Ren Xin Zhao told reporters: before the ads were made in color and black and white versions, and conducted a consumer survey, the final vote by way of determining the color version of advertising. In this ad, Anta continued the music marketing route, the Queen chose another well-known songs wewillrockyou.
In the heated music, Wang Hao, Tang Zhengdong and other athletes signed Anta sweat in the training ground, the commercials in the final hit the "08 waiting for me" slogan.
Obviously, in terms of Olympic marketing, Anta also grabbed the 2008 figure to make a fuss about the "My 2008" campaign conducted by China Merchants Bank (39.33, 1.61, 4.27%). This caught up with the windmills, but also to avoid legal risks.
For next year's Olympic marketing, Anta's overall strategy is: a national brand tells the story of the Chinese people. Unlike other brands that sponsor foreign Olympic delegations and well-known athletes, Anta focuses on Olympic sponsorship in China. Xu Yang said Anta currently has no plans to sign sports teams, but will sign the domestic Olympic gold medalist, to express the athlete's personal conviction about their hard work and success story.