Take The Rocket To Attack Overseas Anta Sports Marketing Lockout 2008

On the evening of November 9th local time, Ding Zhizhong, the head of Anta, and Leslie Alexander, the NBA Rockets owner, wrote the two sides' seal on the book "win win the world", marking the formal alliance between the two sides of the Leslie.

The day before, Anta has signed Rockets forward Scola, making it a NBA star after Steve Francis.

After the successful completion of the listing financing, Anta, with its heavy hand, began to strengthen its marketing campaign.

With the interpretation of music, "never stop", Anta can stand out from many footwear enterprises that have launched the "licensing movement" in the past few years, and sports marketing can not be ignored.

"Anta is the first brand to eat crab."

According to Ren Xin, deputy director of Anta brand, at that time, Anta was the first to take advantage of CCTV's superior platform for brand promotion so as to rapidly enhance brand awareness.

Kong Linghui's phrase "I choose, I like it" made Anta a household word.

In September 2006, during the Doha Asian Games, Anta also launched a brand new image advertisement.

With the we are the champions and the almost black and white advertisements on the Queen's band, Anta played the slogan of "never stop" (Keep Moving).

We are the champions is recommended by JW, and Ren Xin told reporters: Anta used music to interpret "never stop" brand connotation, and achieved very good marketing results.

"Because the songs we choose are very characteristic, and the exciting rhythm can explain the passion of sports, which is very consistent with Anta's advertising picture and advertising concept. It has impressed the consumers deeply, and it is of great help to brand promotion."

Ren Xinzhao believes that the upgrading of brand slogans from "I choose, I like" to "never stop" is a very natural pition.

"I choose, I like" emphasizes the publicity of individuality. "Never stop" emphasizes that although you are just an ordinary person, without talent and exceptional conditions, your family is not good enough, but you can win through your own efforts.

Anta brand director Xu Yang said that despite the adjustment of brand slogans, Anta's brand positioning has always been very clear.

"The target audience of our sports marketing is a group of ordinary young people who have dreams. They represent young middle-income groups in China.

In this segmentation market, Anta has the advantage of brand strength.

In the biggest market, the biggest piece of cake is Anta.

The global market for local resources is backed by financial support from overseas.

In July 10th of this year, Anta sports (ANTA Sports Products Limited) listed on the Hongkong Stock Exchange (Code: 2020) and sold 600 million shares for the global market. Only 183 of the public offering was oversubscribed.

With the excess allotment of shares, Anta's financing exceeds HK $3 billion 500 million, becoming the highest sporting goods brand in China.

Alexander, the boss of Houston rockets, is one of the major shareholders of Anta sports. He subscribed 8.2% stake in 234 million yuan.

According to Ren Xin, deputy director of Anta brand, the comprehensive strength of Anta has improved significantly after listing, and has gained a larger platform in the application of international resources. The strategic cooperation between Anta and the Rockets has benefited from this.

The alliance will also bring a series of cooperation plans for Anta. "The most important thing is the new route plan we are about to start this year. We will help China's most potential young players enter the rocket training camp," he said.

In the integration of global resources, Anta started early.

As early as in the spring of 2006, in order to prepare for the IPO, Anta began to frequent contacts with many foreign consulting agencies.

Kearney swept Anta's strategy. Mercer outsourced Anta's human resources. KPMG acted as an auditor, and JW was responsible for brand management.

"The funds coming from the market will help Anta speed up the expansion of its domestic sales network."

Xu Yang, director of Anta brand management center, introduces about 3000000000 of listed financing, most of which will be used in ERP marketing of advertising and terminal stores.

In order to strengthen the management of terminal stores, Anta also drew the third party survey company as a "shadow customer" to mark the store image, purchase quantity and stock structure.

In order to expand the retail market, in October 2006, Anta set up Shanghai frontline sporting goods Development Co., Ltd.

The company has carried out retail channel cooperation with brands such as Adidas, Reebok and Kappa.

According to the semi annual report released by Anta in September, Anta's performance in the first half of this year has surpassed its annual performance last year.

Xu Yang said that signing Francis and Scola would help to open up overseas markets.

But at present, the proportion of Anta overseas sales is very small, mainly in Southeast Asia and Europe, there are nearly 100 franchise stores.

Ding Zhizhong, chairman of Anta (China) Limited, also made clear that Anta will remain on the domestic market.

"The Chinese market is so big that there are 500 million people in the country who can't afford Anta shoes.

In the next 5 years, striving to become the most popular brand in China will be Anta's most important strategic objective. "

Taking the 08 route, no sporting goods company dares to ignore Olympic marketing through the Olympic Games Dongfeng. Although Anta is not a sponsor of the Beijing Olympic Games, it is unwilling to let go of this marketing opportunity.

Ren Xinzhao told reporters that Anta began planning the Olympic marketing strategy two years ago and made a long-term plan for 3 to 5 years.

This is reflected in Anta's listed prospectus, which is HK $1 billion 100 million of Anta's funds, which will be used for holding orders, brand promotion, sponsoring major sporting events and media advertising.

Xu Yang told reporters: "in this huge brand feast, what Anta has to do is to tell the story of the Chinese people's Olympic Games."

In August 8, 2007, when the countdown to the Olympic Games was 1st anniversary, Anta launched a series of long planned advertisements with its huge share capital.

An Olympic TV advertisement called "Manifesto" began to be put into the media.

Anta attached great importance to this advertisement. Ren Xin told reporters: before making the advertisement, two versions of color and black-and-white were made, and the consumer survey was conducted. Finally, the color version of the advertisement was determined by voting.

In this advertisement, Anta continued the route of music marketing, and chose another famous Golden Melody we will rock you from Queen band.

In the excitement of music, Wang Hao, Tang Zhengdong and many other Anta signed athletes sweat in the training field, and the advertising film finally hit the slogan "08 waiting for me to come".

Obviously, in terms of Olympic marketing, Anta also grasped the number of 2008, making a difference with China Merchants Bank's "My 2008" activities.

In this way, both riding a ride and avoiding legal risks.

For next year's Olympic marketing, Anta's overall strategy is: national brand tells the story of Chinese people.

Unlike other brands sponsoring foreign Olympic teams and famous athletes, Anta has focused its Olympic sponsorship on China.

Xu Yang said that Anta has no plans to sign sports teams, and will take the gold medal players who signed the National Olympic Games to express the athletes' personal beliefs and tell stories about their success after hard work.