Anta Sports Shoes Business Asian Games Marketing Point

November 30th, quality resources determine marketing power

　 Talk about Sports marketing The theme is sports. Sports is a feast without borders, nationalities, classes, and all people. It is also a feast for the eyes. For advertisers, it is not only a feast for the eyes, but also a feast for marketing.

Sports marketing is not only aimed at sports enthusiasts. According to the survey, during the world cup in South Africa, a large number of people were involved in the world cup because they liked football, because sports activities had such influence that they could influence those who did not pay much attention to sports. This is the spanmission power of sports marketing - not only the core consumers, but also consumers who are less concerned about sports, and may also become potential consumers.

Nowadays, the competition of sports marketing has risen to the competition of sports resources. Whoever has high quality sports resources will win the battle in the marketing war. Taking a look at the sports events in China, Anta occupies the unparalleled rights and interests of the Chinese Olympic Committee, making it more closely related to Chinese sports. 361 degrees earn its eyeballs with advanced partners. During the Asian Games, they increased investment in the market and the whole market was very active.

In addition to active advertising sponsors with official characteristics, many are enthusiastic, unofficial sponsors. Although compared with the overall marketing promotion of Anta's rights and interests, the dissemination ability of the non official sponsors is getting weaker and weaker in the present era. However, in the big sports events, matching the brand idea with the ground terminal activities and getting the opportunity to take the opportunity is not bad for these enterprises.

2010 is not only a "sports year", but also a "sports marketing year". The Vancouver Winter Olympics, the world cup in South Africa, and the Guangzhou Asian Games are the three top international events, accompanied by the gradual maturity of Chinese enterprises in sports marketing. As a heavyweight sports event at the end of this year, the Asian Games is another rare opportunity to display Quanzhou sporting goods brand. Whether it is Asian Games sponsor or non sponsor, in the Asian Games, Anta and 361 degree of integrated marketing have gained attention and gained more brand attention and influence in the Asian Games.

Of course, some enterprises, combined with high level international sports events by means of clever curve sponsorship, can effectively enhance the international influence of the brand to a certain extent. But not all enterprises shine brilliantly in this grand event. After all, the competition of sports brand has risen to the competition of sports resources, who will have the high quality sports resources and who will be the last hegemony of the marketing feast.

[ Anta When you receive the award, you will see it.

"Anta Asian Games marketing, the key is that it is based on the award of equipment sponsorship rights as the core of integrated marketing, which is different from other sporting goods brands." Zhang Tao, vice president of Anta, said.

The Guangzhou Asian Games have not yet been opened, and Anta has gained an unexpected result: Jin Ziwei, the Anta spokesperson and the gold medalist of four men and two oars at the 2008 Beijing Olympic Games, was selected as the standard bearer of the Chinese military regiment on the evening of the opening ceremony of the Guangzhou Asian Games on the basis of her excellent performance and good shape. With the cooperation with the Chinese Olympic Committee, the winning equipment of the Chinese team participating in the Guangzhou Asian Games undoubtedly falls on Anta.

"When Anta is exposed to Chinese TV players in Anta TV, newspapers, magazines, Internet media and mobile MMS, there is no doubt that Anta has received hundreds of millions of exposure, which is not a substitute for regular advertising." Zhang Tao emphasized. It is reported that at this Asian Games in Guangzhou, wearing Anta award dress lens has become one of the most exposed brands. {page_break}

For this reason, Anta has become more closely related to the Chinese Olympic Committee and Chinese sports. Apart from the Guangzhou Asian Games, Anta also provides awards equipment for the Chinese legions of over ten major events such as the Vancouver Winter Olympic Games and the London Olympic Games. According to the agreement, apart from training and competition, athletes need to wear official clothing of the delegation on all other occasions, and these clothes are printed with a striking Anta logo.

Through a series of sponsorship, endorsement and advertising, Anta has become the most revealing sporting goods brand in the Asian Games in Guangzhou. Whether it is Anta advertisement in every Chinese athlete's award spot or in the sports broadcast, and the performance of the athletes in the competition, it conveys such a message to the audience: Anta is closely related to the development of Chinese sports.

[ 361 degrees Sea, land and air three dimensional tactics

It is understood that since signing a senior partner of the Guangzhou Asian Games, 361 degrees have continuously integrated international resources, creating 42 professional sports equipment for the Asian Games, and joined the Subcommittee to provide the torch bearers, volunteers, officials and referees of the Asian Games with a series of equipment of high quality and Gao Wen value added. Not only that, the 361 degree has become the official sponsor of the 7 Chinese teams of China's five modern national teams, China's national cycling teams, and the official partners of 8 Asian countries' Olympic committees such as Malaysia and Philippines.

According to Zhao Feng, director of the sports market center of 361 degree (China) Limited, as one of the senior partners of the Asian Games, 361 degrees has occupied the marketing opportunity of Asian Games to some extent through the simultaneous construction of land, sea and air. During the Asian Games, the sales network of 361 degrees in 31 provinces and regions of the country, including more than 5900 authorized stores, will create a unique theme space image of Asian Games on the terminal image, so as to meet consumers' shopping needs and experience.

Since June this year, the company has also concentrated on the large-scale interactive activities of the Asian Games spirit in Sina, Tencent, SOHU, NetEase, mop and other well-known websites to preheat consumers' participation in next year's Asian Games. On the countdown of 500 days of the Asian Games, the "Kuo Kuo Zhen Princess", loaded with more than 20 Asian countries, slowly sailed into Hongkong for the 2010 Asian Games in Guangzhou, and 361 degrees used the maritime Silk Road to publicize its own brand in the 45 countries and regions visited, and brought more fame to itself.

In addition to increasing marketing efforts outside the field, 361 degrees also did not forget to borrow the special identity of their senior partners in the arena, and achieved a "zero breakthrough" in representing the Chinese sports brand in the brand experience Museum of the Asian Games. It is reported that with Samsung, China Mobile, Guangzhou Automobile Group and more than a dozen Asian Games partners' Brand Experience Hall, the 361 degree brand experience hall is the only sports brand experience Hall of this Asian Games. It is also the first Chinese Sports Brand Experience Hall in the history of Asian Games.

[ Peak Less money, clever edge.

On the evening of 7 November 10, 2010, the sixteenth Asian Games soccer group A group competition launched the second round of competition, China's Olympic games against Kyrgyzstan. In addition to the impressive scenes that impressed the fans, the PEAK logo on Kyrgyzstan players is also noticeable. This logo is no stranger to Chinese fans who have long been concerned about NBA and other international basketball matches. However, in the Asian Games, PEAK's appearance on the football uniform does not mean turning from basketball to soccer -- it is only one of the sponsorship ways of PEAK to six Western athletes.

Kyrgyzstan is one of the five Central Asian countries. Because of the lack of belligerent record with the Chinese men's soccer team before, it may be a bit mysterious for most Chinese fans. On the same day, they came to China with PEAK, a Chinese sports brand, which made the Chinese audience a bit more cordial and attracted more attention. For PEAK, who has always been concerned about professional basketball, this action has caused different conjectures in the industry.

It is understood that this time the Asian Games in Guangzhou, PEAK and six national sports delegations closely joined, including the Iraqi Olympic delegation, the Lebanese Olympic delegation, the Tajikistan Olympic delegation, the Palestinian National Olympic delegation, as well as the Iran National Basketball Association, Kyrgyzstan National Football Association.

For the Asian Games marketing action, PEAK CEO Xu Zhihua said: "with the high attention of the Asian Games, combined with the positioning characteristics of PEAK brand, we have continued a series of practices such as high effective investment, constantly improved matching, unified planning, etc., in order to enhance the professional attributes of the brand, and also lay a foundation for PEAK to develop into an international professional sports brand." {page_break}

[great bird] another way to play ball

Different from the above brand sponsoring domestic and foreign national teams, another sports brand from Quanzhou has chosen its own way -- sponsoring eight training teams, match suits and award suits of the national pellet center.

In addition to arranging 28 Beijing Olympic events, the Asian Games has also set up 14 competitive events with Asian characteristics and mass basis. Among them, the cricket project was first introduced to the Asian Games, and the rattan ball in Southeast Asia has added the regional charm to the Asian Games, which will further promote the popularity and development of the ball sports. Lin Tianfu, chairman of the great bird bird, said: "the Asian Games convey a concept of participation. We should put the national sports in the center of the sports arena. After all, the Asian Games are a joyous gathering, not only for athletes from all countries to participate in the competition, but also the participants can feel the joy of sports and feel the passion of the Guangzhou Asian Games.

As the exclusive sponsor of the China national small ball sports team, this bird showed the new Asian Games special equipment to the public. There are more than 30 categories, including race clothes, T-shirt, T-shirt, sweater suit, short cotton jersey, drawbar bag and so on. In addition, you also produced a brand new advertisement. In the video you can see the costumes and strong sense of attack of the Asian Games sponsored by your bird. The content of the event is injected into the "spark" sparks of sports, such as golf, billiards, bowling and other sports.