Anta, A Shoe Maker, Is Betting On The Asian Games &Nbsp With A High Profile.

　 November 16th has been focused on sports marketing. Anta This time, sports will focus on the Asian Games.

"At present, more than 7000 stores in the country have been replaced by the theme of Asian Games," Zheng Jie, executive vice president of Anta, told reporters recently. In several stores in Beijing, the reporter also saw that the theme ads in the store have been replaced by the theme of Asian Games, which is represented by Anta spokesperson, Wang Hao, tennis golden flower, Zheng Jie and Chinese rowing team. The award winner of the Asian Games champion named "holy fire" is placed in the most prominent position in the store.

According to a survey, more than 150 thousand overseas tourists and 500 thousand domestic tourists will spend their time in Guangzhou during the Asian Games. All kinds of ways business All want to take advantage of the opportunity to excavate Asian Games business opportunities. Some sports shoe brands are competing for sponsorship. Asian Games And practice its international marketing strategy.

"This Asian Games champion award dress, to enhance the brand awareness and reputation of Anta in the mass crowd, we can not say is an opportunity, also can not say that means great business opportunities." Zheng Jie said.

As to why the Asian Games should be chosen as an international competition, Zheng Jie said that the competition of Chinese mainland has become a very international competition. The major international brands have already come in and compete with everyone. Anta and other Chinese sporting goods brands are based on China's local market. With more clear understanding of the needs of Chinese consumers and a more accurate grasp of China's local market, they gradually seize more discourse power in the competition with international brands. "In recent years, we are doing a survey, 5 years ago, Nike and Adidas accounted for 60% of sales in China. In recent years, the market share of Adidas and Nike is less than 30%, while domestic brands reach 70%. In the past, all China's national teams, 80% to 90%, were sponsored by international brands. Now 70% to 80% are sponsored by Chinese brands. This figure proves a very practical problem. National brands are more and more recognized by our Chinese consumers, and their influence is bigger and bigger. "

Prior to this, Anta has followed the layout strategy of two or three line cities, and has also attached importance to the establishment of flagship stores in more important cities. At present, Anta stores have 2598, 2128 and 2326 in eastern, southern and northern parts of China, respectively. In the first half of this year, the average area increased by 154 in each region compared with last year. Anta manages the national distribution network through more than 50 regional distributors throughout the country, and continues to expand Anta sports life shop and children's shop, so that these products can penetrate into a diversified market segment.

Public information shows that as of September 30, 2010, Anta brand stores were 7249, and opened 197 stores in the three quarter. In the first three quarters of 2010, the total sales volume of shoes (including children, life series and Fiat brand) reached 28 million 30 thousand pairs, an annual increase of 7.5%. The total sales volume of clothing in the first three quarters reached 42 million 860 thousand, an annual increase of 25.1%. The order fulfillment rate in the three quarter will reach 100%.

Zheng Jie also told reporters that by the end of this year, the number of Anta brand stores will be increased to 7400, the lifestyle shops will increase to 600, and the children's stores will increase to 350, with the total number exceeding 8500. The FILA brand acquired in 2009 will also increase its strength to 200. In addition, in order to better grasp the huge business opportunities of online shopping, Anta also set up an official flagship store on Taobao network.