Anta Shoes High Profile Bet On Asian Games &Nbsp; &Nbsp; Consolidate Brand Position

Before November 18th,

As a strategic partner of the Chinese Olympic Committee, Anta, after the Vancouver Winter Olympic Games and the Singapore Youth Olympic Games, once again provided the Chinese sports delegation with a full range of award equipment, and it itself has also been fully adjusted to the Asian Games channel.

According to a survey, more than 150 thousand overseas tourists and 500 thousand domestic tourists will arrive during the Asian Games.

For Anta, the influence of Asian Games can enhance brand connotation and product sales, and more importantly, this is also a major practice and exploration opportunity for Anta's future development strategy. "It can be said that the Asian Games in Guangzhou is one of the most valuable competitions in Anta's COC four years of interest, no less than the London Olympic Games."

Ding Shizhong, chairman and CEO of Anta's board of directors, said.

Asian Games

"You can see that more than 7000 stores in our country have been replaced by the theme of Asian Games."

Speaking of this, Zheng Jie, executive vice president of Anta, made a stressed gesture. "The whole window, including the display of our theme advertisements, and the award dress we provided to China's Asian Games delegation, has also set up a special exhibition area of the Olympic Games of the Chinese Olympic Committee in a larger store."

Anta is not only using the concept of a whole to wrap up the whole brand, enhance the image of the shop, more importantly, it is using such a method to express the great significance of Anta's Asian Games marketing.

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

Zheng Jie said that through the Asian Games these high quality resources, for example, the Asian Games will enhance the brand influence of Anta to an unprecedented height, will attract more consumers attention and love Anta.

Regarding the choice of the Asian Games, Zheng Jie said that the competition of Chinese mainland is already very internationalized, and the major international brands have already come in to compete with everyone.

Anta and other local sporting goods brands based on China's local market, relying on a clearer understanding of Chinese consumer demand and a more accurate grasp of China's domestic market, have gradually gained more voice in the competition with international brands.

"We have been doing research in recent years.

5 years ago, Nike and Adidas accounted for 60% of sales in China. In recent years, Adidas and Nike share less than 30%, while domestic brands have reached 70%.

In the past, all Chinese national teams, 80%~90%, were sponsored by international brands. Now 70%~80% is sponsored by Chinese brands.

This figure proves a very practical problem, and the national brand is becoming more and more recognized by our Chinese consumers and has more and more influence.

Chinese Olympic Committee's "gold rights"

Perfect embodiment

Since signing up to become the "exclusive strategic partner" of the Chinese Olympic Committee in 2009 -2012, Anta has said more than once that the next brand strategy will focus on the core resource of COC.

According to the briefing, at the Asian Games, Anta and Chinese sports delegation boarded the podium, which made Anta more closely related to the Chinese Olympic Committee and Chinese sports. Anta's image representing the essence of Chinese sports will also be further deepened.

This means that with the Asian Games this year's largest sporting event, Anta has further solidify the brand recognition base nationwide.

Ding Shizhong believes that the Chinese Olympic Committee is an "unparalleled" marketing resource. The industry status of sporting goods brands is directly proportional to the sports marketing resources it obtains. For the Anta, which is determined to become the first sporting goods brand facing the masses, the performance of the Chinese team in the Asian Games and the Olympic Games is the best way to touch and conquer its target users, so it is also best suited to Anta's current development stage.

"If we fail to get this right, we may not be able to reach this position."

Ding Shizhong said.

Now, Anta has been the champion of the market value of domestic sporting goods listed companies, surpassing the trend of Lining and China.

In the past month, Anta's market value even surpassed Puma, MIZUNO and other international brands.

At the same time, another change brought to Anta by the Chinese Olympic Committee is that Anta can continue along the "relatively clear brand development path and strategy".

China's most extensive "grassroots" group has always been the target group of Anta. The opportunity brought by the Olympic Games sponsored by the Chinese Olympic Committee gives Anta the opportunity to have the closest contact with it.

"Anta is more in line with the needs of the public."

Zheng Jie said, "what we focus on is the price performance ratio. The purpose is to make China's most extensive people enjoy professional class sports fun."

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The most rigorous comprehensive examination before Olympic Games

"Sponsoring the Chinese Olympic Committee is a huge task. For Anta, we need to accumulate experience."

Zhang Tao, vice president of Anta, said.

With the Chinese sports delegation of the Asian Games leading the award equipment, a total of strict and meticulous changes have been made since the design of the first draft.

This set of award equipment is divided into dozens of SKU (minimum stock unit), including the award dress, the award shoe, the round collar T-shirt, the pull rod box, the backpack and so on.

"Award equipment is a comprehensive assessment of our design, technology, production, quality control and so on. The whole management system must keep pace with it."

Zhang Tao said, "for example, the time for us to produce various kinds of equipment for the delegation is 60 days from cutting, plate making, printing and dyeing and sewing to the factory.

However, the list of delegations can not be announced in advance, or may change at any time. If there is a special size, it must be urgently deployed.

So we have reserved two production lines to deal with unexpected situations.

Before the London Olympics, the Asian Games were the closest to the Olympic Games in terms of scale, influence and service difficulty.

"We must accumulate this experience in order to serve the Chinese sports delegation at the more remarkable London Olympic Games, and also to achieve greater success for Anta."

Zhang Taoru said.