Multidimensional Integration: Look At Sports Shoes, Anta Asian Games Marketing Win

On December 14th, the industry recognized that the core of competition for sporting goods enterprises lies in Sports marketing A scramble for resources; a sporting goods. brand And industry status is usually associated with the sports marketing it gets. Resources Proportional relation. Zhang Tao, vice president of Anta, said that Anta Asian Games marketing will win its integrated marketing based on the award of equipment sponsorship rights.

Around the "award equipment" multi-dimensional development

After signing in 2009 to become a partner of the Chinese Olympic Committee and the Chinese sports delegation, Anta provides award equipment for Chinese athletes in more than 10 large international competitions, including the Vancouver Winter Olympic Games and the Guangzhou Asian Games. When China's athletes were exposed to TV screens, newspapers and magazines and Internet news, there was no doubt that Anta got hundreds of millions of exposure. At the same time, the image of Anta representing the essence of Chinese sports has also been further deepened. Ding Shizhong, chairman of the board of directors of Anta and Mr. CEO, have expressed the hope that after four years of cooperation between Anta and the Chinese Olympic Committee, in 2012, we mentioned that Anta can associate with Chinese sports and that China sports can associate with Anta.

After all, the Asian Games have only 16 short days. As the 4 year partner of the Chinese Olympic Committee, Anta hopes that it can influence as many people as possible in a longer period of time and as many ways as possible. "So we launched the company's internal working groups to design the Asian Games award equipment, and launched the award winning equipment design competition of the Asian Games delegation in June 23rd last year." Zhang Tao said. In this way, Anta's Asian Games marketing was virtually one and a half years ahead of schedule.

"This activity has been very well received, and we have received over 2000 entries, which have also given us great inspiration from Anta designers." Zhang Tao said. Finally, on the basis of drawing inspiration and advice from the world's first class designers, the interior designers team together to integrate the prize winning equipment of the Asian Games.

In space, Anta has expanded the award winning equipment resources to stores and directly contacted with the terminal consumers. "All more than 7000 stores in the country have been replaced by the theme of Asian Games," said Zheng Jie, executive vice president of Anta. "The whole window of some shops is used to show our award equipment, and with the theme ads outside our shop, consumers can directly feel the concept we want to interpret."

Integrating resources for "China glory"

"What is the core of the award equipment? I think it symbolizes the essence of never stopping sports and is the best carrier for our glory in China," Zhang Tao said. "And all these need support from spokesmen and other resources, so that the connotation of Anta's sponsorship rights is more full."

Last September, Anta signed the China water sports management center and the 5 national teams. Wang Hao and Zheng Jie are the spokesmen for Anta's signing for many years. Zheng Jie includes the women's singles and doubles championships in the last Asian Games. Wang Hao is the last Asian Games singles and men's double crown. At the same time, the three lines of men's League, men's singles and men's doubles will be exposed at the same time. And China's rowing team and other 5 water sports national teams, the Asian Games competition clothing, training clothes, daily wear and even the award dress, are provided by Anta, can be described as genuine Anta team.

Anta also cooperated with the Chinese Olympic Committee to establish a "Chinese home". This project is only a wall from the Tianhe Sports Center of the Asian Games. Every day, athletes who win gold on that day can receive media interviews here. On the closing day of the Asian Games in November 27th, a grand celebration of the Chinese sports delegation was held here. Anta also carefully collected every athlete's birthday and held a unified Asian Games birthday party for them. The "home of China" has become the media gathering place of the Guangzhou Asian Games and the gathering place of Chinese sports people.

What is particularly interesting is the cooperation between Anta and Sina, which is the deep cooperation between the two Chinese Olympic Committee partners. In May this year, Anta and Sina jointly established the "Chinese Legion" channel, which should be combined into the "Internet home" of all the Chinese sports delegations in the Olympic cycle. At this Asian Games, Anta Sina "Chinese Legion" channel has used information, pictures, videos, knowledge hall, blog interviews, interaction and other techniques, and has successfully occupied a place in the hearts of netizens.