Sports Event Marketing Has Become A Competitive Place For Sports Goods Companies In China.

December 17th dispatch 2010 is the sports year. At the beginning of the Winter Olympics in Vancouver, the Youth Olympic Games in the middle of the year, and the Guangzhou Asian Games which just ended, the intensive sports events not only aroused people's enthusiasm for sports and sports, but also became a competitive place for sporting goods companies in China.

As a partner of the Chinese Olympic Committee, Anta The Chinese sports delegation of all the above events will receive the prize equipment and interests in the arms. When you receive the award, you can see Anta, whether it is in every Chinese athlete's award spot or Anta in sports broadcast. Advertisement And Endorsement The performance of athletes in the competition, or Anta's terminal stores, is sending this message to all of you: Anta is closely related to Chinese sports and represents the essence of Chinese sports.

Ding Shizhong, chairman of the board of directors of Anta and Mr. CEO, have expressed the hope that through Anta's strategic cooperation with the Chinese Olympic Committee, Anta will be able to associate with Chinese sports in the future. Two years later, how will Anta win in the London Olympics? Now we have seen the answer in a faint way.

Science and technology wins Anta's strength

"Sponsorship of the China Olympic Committee is a huge work, for Anta, it needs to accumulate experience," Anta vice president Zhang Tao introduced, "the award equipment is a comprehensive assessment of our design, technology, production, quality control and so on, the whole management system must be followed. 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. "

Taking the award winning equipment of the Chinese sports delegation of the Asian Games as an example, the design plan has undergone many rigorous and meticulous adjustment changes since its release. 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. "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. But the list of delegations can not be released early or may change at any time. If there is a special size, it must be urgently deployed. "Zhang Tao said," therefore, we have reserved two production lines to deal with emergencies.

If we look back at the Winter Olympic Games this Spring Festival, the situation is even more special. Under the extreme circumstances of ice and snow, how should the Chinese sports Legion's award dress be designed? It should be warm and light, waterproof and breathable. At the technical level, these requirements are contradictory to some extent. "We finally passed the test through the introduction of new materials and new technologies," Zhang Tao said. "Winter Olympics can be regarded as the technological sail of Anta's sponsorship of the Chinese Olympic Committee. Our design and manufacture of the award dress is the highest among all previous awards from the aspect of science and technology."

Resource integration represents the further deepening of China's sports image

At the brand level, the series of integrated marketing around the core of the award winning equipment has become Anta's magic weapon. When Anta was exposed to Chinese TV players, including Anta winning dress, in TV screens, newspapers, magazines, Internet media and mobile MMS, Anta got hundreds of millions of exposure. "This is not a substitute for regular advertising," Zhang Tao said. "As long as Chinese athletes win medals, Anta's prize winning equipment will witness the glory of the podium with them. When you receive the award, you can see Anta, which makes everyone strengthen a concept: in all sports brands, Anta is closer to the champion and Chinese sports.

The "China Olympic Committee Reception Center" established by Anta and the Chinese Olympic Committee is nicknamed "the home of China". Following the Vancouver Winter Olympics and the Singapore Youth Olympic Games, the Guangzhou Asian Games continue to be established. Asian Games's "Chinese home" is set up in the good Plaza, and only one road is separated from the Asian Games Main Stadium Tianhe Sports Center. {page_break}

Every day, athletes who win gold on that day can receive media interviews here; the first Jin Qinggong, the gold medal celebration... The official activities and sponsorship activities of various Chinese Olympic committees were held here. The "home of China" did not form the media gathering place of the Guangzhou Asian Games and the gathering place of Chinese sports people. The "home of China" and the award winning equipment overlap each other virtually. For Anta, its brand connotation, representing Chinese sports and representing the essence of sports, has been further deepened.

Based on mass sports for all, the future will be better.

Winter Olympics, Youth Olympic Games, Asian Games... After repeated international competitions, Anta is constantly consolidating its cognitive base of mass brands while accumulating experience. "In 2012, before the London Olympics, Anta had a whole year, Anta could better sum up the experience gained before," said Mr. Sun, a sports marketing watchdog. "But it also posed a challenge for Anta: the lack of influential tournaments in 2011 is not conducive to the implementation of Anta's sponsorship rights."

"Sports marketing does not just mean race marketing. Competition is the focus of public attention in the short term. In the long run, there are too many places to be excavated in the Olympic culture brought by the identity of the Chinese Olympic Committee, "Zhang Tao said. When signing the contract with the Chinese Olympic Committee, Anta said that the two sides should jointly promote the popularization and development of the Olympic cause in China. The 2012 London Olympics is a hot topic, but before that, Anta also prepared other actions. ,

At present, the brand structure of Anta is known as the "roof map" by the media. The "roof" on hand with the Chinese Olympic Committee is the official sponsor of the Chinese Legion to fight for competitions at home and abroad; the middle is basketball, tennis, running and other professional resources, such as the long term sponsorship of CBA and other Chinese professional league matches, signing NBA top stars Garnett and Scola, sponsoring tennis players such as Zheng Jie, Jankovic and other excellent players. Grassroots is focusing on grass roots to promote the popularity of Olympic Games among the masses, and this also needs to join hands with the Chinese Olympic Committee.

Since 2009, Anta has continuously sponsored China's "Olympic day long run" activities, and has fully supported the Olympic Committee of China to publicize the Olympic spirit and promote the national fitness campaign. In 2010, the event covered nine cities, including Chengde, Xiamen, Guangzhou, Wuhan, Chengdu, Harbin, Tianjin, Nanjing and Haiyang, with a total participation of nearly twenty thousand people. In 2011, Anta and the Chinese Olympic Committee will continue to expand the influence of this event and continue to expand their participation in the city. At the same time, Anta's sponsorship of the CCTV sports event will continue to be held. This event, representing the highest honor of the Chinese sports industry, will fully support the development of Chinese sports, enhance the public's interest in sports and participate in sports, and this is also the vision of Anta.