Brand Revolution Triggered By A Pair Of Shoes

Recently, some people have said that the CCTV Olympic channel is the "Fujian channel". Indeed, when we enter the Olympic Channel, we find that whether the CBA all star players endorse "Anta" or Houston Rockets team member Battier's "PEAK", or the Chinese Badminton Team endorsed "361 degrees", plus "Golden Lake", "Hongxing Erke", "Jordan" and "Voight" almost monopolize the sports of all prime time advertisements. While strongly stimulating our visual nerves, we should not ignore that these "originated" local brands originated from Fujian.

So how do they monopolize the sporting goods market in China?

Where is the secret of success in sports marketing?

Anta works together with the Rockets to win the world.

He that wants to be emperor first makes grass roots.

Someone said, "even if the Coca-Cola factories all over the world are destroyed overnight, Coca-Cola can also rebuild overnight."

This shows the importance of brand value.

The operation of a brand depends not only on advertising and promotion, but also on the realization of a leap from simple sales to conveying a brand appeal. This brand appeal can be a concept, a way of consumption, or an attitude towards life.

When people have become accustomed to seeing Liu Xiang win the title and Guo Jingjing draw gold picture, have you ever thought that as an ordinary person, they also have their own wonderful?

"You don't have his talent, you don't have his conditions, you don't applaud?

Is the world unfair?

Let your heartbeat be your manifesto, let scars be your medals, let the unfair world bow before you!

The latest advertisement of Anta, a famous sports brand in China, reminds us that a quiet grass roots must have the courage to be a hero.

This is the attitude that Anta brings to us. Today, in the operation of business mode, abandoning the dazzling superstars and loving the marketing methods of grass roots culture have set off a new chapter in brand marketing.

Why did Anta choose "grassroots marketing"?

Is it innovation or failure?

In order to accurately locate brand appeal, Anta made an in-depth investigation.

The survey shows that its consumers are mainly young people aged 14~29.

But Anta's product positioning is for families with monthly income of 2000 yuan or more. At present, there are still 3~5 billion consumers in the Chinese market who can not afford Anta.

Perhaps they are very ordinary now, no talent, no prominent background, or no strong funds, but they carry their dreams and have boundless strength. Through endless sweat and unremitting efforts, they will win their respect and glory, and this part of them will surely be the backbone of China's future.

What Anta needs to do is wake up this part of the market and build brand loyalty with culture.

Of course, the objective reason is also a factor that Anta can not ignore. When Nike and Adidas occupy the global high-end market and stabilize the top consumption crowd, the market group that left the domestic sports brand is very limited after the pace of Lining's pursuit of the two is accelerating.

Perhaps, Anta group's CEO Ding Zhizhong's remarks have a good interpretation of its product positioning. "In fact, consumers who buy Nike will not buy Anta, and Anta will not buy Nike."

I just want to do that, although high-end consumers do not buy Anta, they will respect Anta.

Your income is relatively high, you can buy something more expensive than Anta, but when the income is not so high, buying Anta is the best choice, that is, value for money.