2011 Anta Brand Development Plan Will Focus On The Post-90S Crowd

May 23rd Beijing time May 20th, 2011 China Sports Marketing Summit and the second section of the Internet

At 14:30 in the afternoon, as the guests were seated in succession, the sports marketing conference of NetEase officially began in 2011. The famous sports director Zhang Bin, as the presided over the conference, announced the opening of the conference.

After introducing the guests, Mr. Li Yong, President of NetEase portal, first spoke on behalf of the NetEase.

Subsequently, Anta Sports Products Limited executive director,

As the largest sporting goods company in the country, Mr. Zheng Jie first explained the spirit of Anta's sports brand: "we are mainly positioning the comprehensive sports brand of the Chinese mass goods market. We hope to integrate the sports spirit beyond ourselves into everyone's life. We do not simply sell shoes and clothes, and hope that our consumers can truly appreciate the concept of life and belief: beyond ourselves."

At the same time, Mr. Zheng Jie also talked about Anta's expectation for the future: "to become the leading brand of the Chinese public in 2013, the so-called leading brand is: first, the market share should become the first in China, second, the first place in brand reputation."

Of course, in fact, Anta also has a definition in its own consumer groups: "we mainly face 18-22 years old is the main consumer group, college students, young white-collar workers, migrant workers, this is Anta's main consumer groups.

How do these consumers know themselves? What are they thinking about? We need to understand.

Later, Mr. Zheng Jie played a short video for everyone. There was no picture on this short film. The only thing on the white screen was the thick black font, which read, "though I have no fate, I can spell my own brilliant self" and "I am proud of me". These words also represent the thoughts of young people who still have dreams at the moment.

"Our main consumers do not have the most excellent life. They are all in the crosses, and are struggling constantly. Although their lives are hard and their work is disciplining, there is a very positive expectation for the future in their hearts.

Every day, they hope to find happiness in sports and find confidence to find the future.

Mr. Zheng Jie made an interpretation of this kind of people: "this is our interpretation of the main consumers. This is not a different era. Although many people say that 90 may have a better life than ours, but I see our factory workers, university basketball players, I think they are still adhering to such a personality in life, the truth of our brand communication should give them a good touch."

At the meeting of the sports summit, Mr. Zheng Jie also gave 6 brand definitions: 1, the essence of action; 2, focus; 3, innovation; 4, self-confidence; 5, influence; 6, passion.

"These six definitions are the spirit of our entire past, present and future, and our promotional films are aimed at consumers."

Zheng Jie said: "we have gone through three stages in the past 1999-2003 years, sponsoring Kong Linghui and co operating with CCTV to spread the slogan" I choose I like "to spread all over the country.

The second stage is 2004-2008 years. By sponsoring all walks of life, Anta has become the "engine of the league", giving consumers a good presentation.

In the past 2009-2012 years, we have cooperated with the Chinese Olympic Committee. We have stood on a platform in real sense, and have cheered the whole nation together with 11 Chinese delegations.

The three stage is to let Anta build awareness, enhance professionalism and stand on a higher platform.

At the summit, Mr. Zheng Jie, President of Anta brand, also said the slogan of Anta: "we also gave a good slogan promotion: this moment is China, the award equipment will combine Anta and China sports delegation.

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"With the short films shown on the big screen, the East Asian Games, the Winter Olympics and the Asian Games, the Shen Xue Zhao Hongbo and Asian Games delegations displayed the banner" this moment is China ".

Wang Zhizhi, who was the winner of the Asian Games basketball team, arrived at the podium when he was dressed in a prize dress. The meeting also felt the excitement at that time.

The synchronized swimming team, the Chinese men's basketball team, the women's basketball team, and the outstanding representatives of many Chinese sports standing in the Anta prize dress stand to the podium. The picture also encourages more people to love sports. "Through our cooperation with you, our brand itself has also been greatly benefited."

In 2011, we had ambitions and dreams. 2014, we must win the battle.

Zheng Jie said with great confidence.

As for the future development of Anta brand, Zheng Jie said: "our whole team is very clear about how the future development of Anta will turn the famous brand into a beloved brand. It is the most important milestone for our development and the most important thing to do in the next ten years.