Anta: Simple Fashion

"The 48 Chinese believe where to fall and where to climb."

"132 Chinese believe in one step at a time."

"The 151 Chinese believe that the Jedi are the places to kill their opponents."

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If your child is young, he or she may love this website.

On this website, you can enjoy the advertising flowers of table tennis players Wang Hao, Chinese race walkers Song Hongjuan, Li Gaobo, fencers Wang Lei, Zhang Liangliang and Tan Xue, and these stories publicize a belief called "believing".

If you have more energy, you can upload a small photo, so these ads can generate a personalized Video that belongs to you alone.

If you have more time, you can even see how many people support Wang Hao and others together.

Xu Yang is quite satisfied with the new series of advertisements produced by the company. Xu Yang is the director of brand management center of Anta Sports Products Limited, and is responsible for the overall brand strategy formulation of the company.

"This series of advertisements will further strengthen the spirit of" grass roots "emphasized by Anta, or the vitality of grass roots.

Xu Yang said.

Anta sports, a sports apparel brand listed in Hongkong in July 10th this year, won the pursuit of capital with a clear aim at China's low-end sportswear consumer market. It once surpassed Lining in its market value and became the fifth largest sport brand in the world.

As the second Brand Company of IPO in Hongkong after the Li Ning Co, Anta's brand awareness in China now reaches 83%, forming the first group of Chinese sports brands with Adidas, Nike and Lining.

"If Lining hadn't spent too much resources and energy in pursuit of internationalization, Anta would not have been able to rise so quickly."

Xu Yang, director of Anta brand management center, feels that it is Lining's "temporary neglect" that allows Anta to better grasp the empty market and become the largest seller of sports shoes in China.

"From the beginning of Anta's brand positioning, we all know that Anta is a relatively targeted brand in the low-end market. It is facing the mass market." Xu Yang believes that in the brand positioning, the most important thing is that "get" must have "give up". Nike, Adidas's profit space is admirable, but in China, the bigger is the middle and low end market.

According to Ding Zhizhong, President of Anta group, "in fact, Mercedes Benz and BMW will all like it, but in fact, it is not a TOYOTA car.

Such a cheap and cheap brand like TOYOTA can be equally successful in the world.

Compared with many sports brands that have been scattered in Jinjiang, Fujian, the company which has gradually gone to family in recent years, is better at the middle and low end market, and achieves relatively accurate brand publicity, channel construction and customer marketing.

At present, Anta's target consumers are 19 to 29 years old, and the monthly income of the family is about two thousand yuan.

Based on the above positioning, Anta is more inclined to choose the national media that can cover most of the two or three line cities.

"Anta as the more than 4000 outlets in the country (stores), similar media such as CCTV5 is our more valued."

In fact, behind the value of CCTV5 is Anta's pursuit of sports events.

"Anta is a sportswear brand. Any professional sports brand pays great attention to the marketing of sports events."

Xu Yang believes that sponsorship of CBA (China Basketball League) in 2004 is a very cost-effective business.

"Speaking of CBA, now is China's largest League.

When CBA was sponsoring in 2004, CBA was no one to sponsor the competition, because in 2004, when you were impressed, Anta was one of the many small businesses in Zhejiang.

In 2004, we found Nike, Lining and so on, but no one sponsored.

Anta is a brand of sports. At that time, we thought basketball was a product that could sell products and hear voices.

By sponsoring CBA, Anta's season reaches 18 months.

In CCTV, every three days there are athletes wearing Anta clothes and wearing Anta shoes.

It is broadcast on CCTV every three days, and it is broadcast every 1000 hours per year.

We used to be a brand, especially a sports brand, which is very important from the competition. "

However, in the age of over advertising, people began to have some visual fatigue. Xu Yang, who has been engaged in advertising production and communication industry for many years, has noticed in recent years: "many people just put the TV on, not really."

As the person in charge of Anta's overall brand strategy, Xu Yang considers whether he can deliver Anta to target groups through voice.

"What does that mean?

In fact, we launched the advertisement "let the world bow in front of me" last year. At that time, we used a lot of money to buy the right to use this song of we will rock you. That would be the Asian Games. This song has a strong sense of rhythm, so it is easy to remember.

If you pay attention, you can notice that the sports world is using our song. "

Xu Yang thought it would be cost-effective to spend money on songs.

Therefore, in the latest advertising campaign, Anta continues to pay attention to the use of voice.

In 2008, when business passion for Olympic Games was finally released, Anta represented the grassroots's "simple fashion".