Anta Leads China Sports Brand To Create Sports Marketing

"Sports, the power to change the world", a classic quote by President Mandela of the former South African president, highly summarized the charm of sports.

Because sports have the power to surpass national boundaries, race and race, it is also concerned and loved by many people.

As the leading brand of national sports, Anta first discovered the great potential of the sporting goods market, and first used sports marketing to create first-class enterprises.

Beginning with the signing of the endorser in 1999, Anta has taken the lead in other domestic enterprises, and has really started the way of sports marketing, and has really started competing with the leading international brands in the Chinese market.

Anta has always regarded sports marketing as a magic weapon for building first-class enterprises.

Anta has sponsored many top domestic competitions, from the CBA professional league to the National Volleyball League, from CUBA to extreme sports, from the ten sports meeting to the ping pong Super League. The shadow of Anta can be seen everywhere in China's top competitive arena.

After the long-term shaping of professional events, Anta's professional image has been deeply rooted in the hearts of the people. From 2001 to 2004, Anta's sports shoes market has been occupying four of the industry for the first time in a row.

Sports marketing is based on all kinds of sports related content (products, figures, events, services) as a carrier, so that enterprises and consumers to establish a sports culture as the core of the brand culture system.

On the road of Anta sports marketing, event sponsorship is regarded as an important core. The use of spokespersons has also become an important part of Anta sports marketing promotion. As the focus of sports marketing, products are embodied in Anta's sponsorship.

Signing the spokesman, creating a new sports marketing situation, as the first sports shoe enterprise to advertise with sports stars in China, Anta is known as the "first crab eating enterprise". In the following years, the Chinese shoe industry has become the arena for sports stars and entertainment stars to compete.

"Star Wars" and "advertising campaigns" make the Chinese sports shoes Market smoky. In this war and the subsequent brand war, Anta has always been in the leading position.

1999 is a key year for Anta. Anta is the first to invite sports stars as spokesmen.

In 1999, Anta hired Kong Linghui, the famous table tennis player, as the spokesman for Anta's brand image. He also started working with the Chinese Table Tennis Association for several years, and became an indissoluble bond with the national table tennis sport.

Anta's cooperation with the Chinese Table Tennis Association indicates that Anta has started the road of sports marketing.

After Anta signed Kong Linghui, the company launched its campaign on terminal image, advertising and promotion of terminal activities around the newly signed spokesperson Kong Linghui. With the help of CCTV-5 advertising, Kong Linghui, a career in the ascendant, was quickly concerned by many domestic table tennis enthusiasts.

The phrase "I choose, I like" is echoed across the whole river. With the advertising of powerful media in Central Taiwan, Anta's popularity has been improved rapidly.

After the 2000 Olympic Games in Sydney, China achieved a grand slam in table tennis. Kong Linghui also won the most important gold medal in table tennis by beating Sweden's great Waldner.

Anta's brand image has been significantly improved in the Sydney Olympic Games. The brand promotion has achieved instant results in the product sales market, and its share in the sports shoes market is also ranked first among the domestic counterparts.

Since then, we have also discovered the vast fertile ground of China's sports market.

It should be said that in 1999, Anta invited Kong Linghui to be a landmark event, because in that year Anta's market share had a leap, from an unknown enterprise to a brand with sales volume of 300 million yuan.

In May 1, 2004, Wang Hao and Kong Linghui signed the "idol group" with Anta, becoming the spokesperson of the company. This is the cooperation between Kong Linghui and Anta, which will last until sixth years, while Wang Hao is the second ping pong player to join Anta after Kong Linghui.

In April 2002, Anta signed a contract with China's main player of the National Men's basketball team and NBA star Battelle. He hired Battelle as spokesperson for Anta's product image, making Anta the first Chinese sports brand worn by foreign players in the NBA player's game. In June 2003, Anta and Battelle shared the glory of the first Asian player to win the NBA championship.

With the popularity of Battelle, Anta has expanded its brand to a wider range.

And in Battelle's extraordinary "stay in the ocean" days, Anta has been standing firmly beside the giant. The charm of the brand has been appreciated by the public and Battelle himself.

In January 1, 2004, Feng Kun, the famous Chinese volleyball player, formally signed a contract with Anta as her product spokesperson. This is the highlight of the Chinese volleyball team in the Volleyball World and the whole sports circle after winning the world championship after seventeen years.

A beautiful double champion, a beautiful turnover, Feng Kun and the women's volleyball team's indomitable spirit for Anta not only describes a few gold medals, it is a spirit, a state of mind, a movement itself sublimated influence.

With the development of the spirit of women's volleyball, the brand connotation of Anta has been enriched and explained.

In August 2005, Anta ushered in the Chinese national basketball team, CBA Basketball League, Jilin Northeast tigers' famous young player Wang Bo, Anta's healthy personality of the upsurge and sports passion has been a wonderful performance on Wang Bo.

As a young player, Wang Bo has different qualities from Battelle. His young capital and healthy smile bring laughter to us.

The strong spokesperson lineup has become a strong pillar of Anta brand world. The grasp and in-depth understanding of sports spirit has become the capital of Anta brand competition with international brands, which is also the basis for in-depth competition with other brands.

Supporting the national sports movement and promoting the national plot, since the signing of Kong Linghui by Anta in 1999, Anta has formed an indissoluble bond with the Chinese table tennis career. Without doubt, Chinese table tennis is an Olympic medals special household. It is the pride of Chinese people and the holy land of foreign table tennis players.

With the acceleration of the professionalization of the table tennis tournament, in 2005, the Chinese Table Tennis Association made certain reforms to launch a series of bold measures: fixed League time, fixed home court, further standardized management, and perfect the system of league matches and Olympic selection.

Seeing the changes of table tennis league, Anta has once again pointed out the opportunities brought by the reform of Ping Pong Super League in support of the national sport and the return of society.

In May 7, 2005, the Chinese Table Tennis Association held a news conference in Shanghai and formally announced that Anta (China) Co., Ltd. is the only designated partner of the 2005-2008 Chinese Table Tennis Club Super League "sports equipment", and Anta will join hands with Pingchao to jointly develop the national basketball industry.

For the cooperation between ping pong Association and Anta, Cai Zhenhua, head of table tennis center, said: cooperation with Anta is bound to further promote the professionalization of the Chinese Table Tennis Super League.

Anta's move is another great gesture after sponsoring CBA.

In order to fulfill the diligent pursuit of sports spirit, the total sponsorship of Anta will exceed 30 million yuan.

Anta not only provides financial support for the league, but also provides support for the sustainable development of events, and also provides professional sports shoes, clothing, accessories for all clubs players, and uniform, necktie, leather belt, leather shoes and other equipment of the referees of the table tennis association staff. At the same time, Anta also invested nearly ten million yuan for the development of professional table tennis products, and strive to provide the best quality sports equipment and services for the competition.

Hand volleyball league tournament reinventing national spirit volleyball is a glorious historical movement in China. In the 80s of last century, the Chinese people witnessed the glory of the women's volleyball team in the past five years.

However, due to various reasons, the professionalization level of volleyball has been limited, and the level of business development and competitive level has been limited.

In the Volleyball League business development difficulties, as a national brand with a sense of social responsibility, Anta company in support of the national sport, remodeling the spirit of the starting point, in July 2003, Anta announced three consecutive years (2004 2006) comprehensive sponsorship of the National Men's and women's volleyball tournament sports equipment, has become an important partner of the league.

In order to meet the needs of professional volleyball competitions, Anta has invited internationally renowned designers to take charge of the design of professional competition clothes. At the same time, in the design of footwear products, Anta has vigorously developed comfortable and lightweight sports running shoes. After tens of thousands of tests, Anta has perfected the core technology of Anta's core technology, and has applied it reasonably to professional running shoes, which has fully met the professional needs of the volleyball league matches.

In January 1, 2004, on the eve of the women's volleyball team, Feng Kun, the captain of the women's volleyball team, served as the spokesperson of Anta, showing the determination of Anta and China's volleyball career to make progress together.

In November 15, 2004, with the Chinese women's volleyball team winning the Ninth World Cup, Anta witnessed the glorious moment of China's volleyball career.

Beginning in June 2004, Anta launched Olympic champion Feng Kun, Kong Linghui and Wang Hao in the Olympic Games in CCTV-5. With the strong spread of CCTV-5, Anta's "Anta winning power" spread throughout the whole country. As a deep interpretation of sports spirit, Anta enriched its brand connotation and brand spirit.

In August 2004, the Athens Olympic Games went on like a raging fire, and the Anta people were always concerned about the performance of the spokesperson. With the National Anthem rising above the Olympic volleyball court, Anta people witnessed the elegant demeanour of the women volleyball team, and the "double crown" became the new halo of the women volleyball team.

As a strong supporter of the league, all of Anta's efforts have been rewarded - that is to promote the progress of Chinese volleyball.

Hand in hand, professional media use integrated communication to create professional brand, starting from the establishment of brand, Anta brand positioning as a professional sports brand.

In the eyes of Anta leaders, professional brands need to be professionally molded, professional events need professional products to support, and professional products need to be promoted by professional media.

It is in recognition of this principle that in implementing the advertising strategy of sports marketing, Anta attaches particular importance to the CCTV-5 platform.

Anta's first famous weapon, "CCTV5+ Kong Linghui endorsement" is often mentioned, and has led to a large number of post imitators. CCTV5 has been nicknamed the "Jinjiang shoe channel".

But in the view of Anta President Ding Zhizhong, it was almost an inevitable choice at that time, because Anta had already built its own channels in the whole country. At that time, the most mainstream circulation industry was department stores, and Anta established business cooperation relationship with three hundred or four hundred department stores. What was missing was how to open up the fame at the fastest speed and pull the shops.

And in the CCTV advertising, hired Kong Linghui endorsement, equivalent to high altitude water, the channel itself is very smooth, so suddenly the water potential.

In 2000, during the Sydney Olympic Games, after careful planning, Anta launched the first shot of brand management. They made special brand advertisements full of patriotic passion in the prime time of CCTV-5.

During the 2000 Sydney Olympic Games, Anta launched a total of 3 million yuan Olympic advertising in CCTV-5, thereby becoming famous.

This is also the same year, Anta sports shoes nationwide market share rose to second place, to achieve a great leap forward.

All this can not be said that Anta's success in media delivery strategy.

In addition to perennial naming CCTV-5 sports news, Anta has also focused on the media delivery strategy.

As a brand new national sports brand, Anta saw the business opportunities of the 2004 Athens Olympic Games. Since 2003 September, Anta has produced a TV advertisement with a large collection of "Anta Athens cheer group" members, and started playing with the high frequency of the CCTV-5 platform. This move has effectively avoided the market promotion activities of other brands on the eve of the Olympic Games. With the promotion of CCTV-5 platform and the promotion of nearly three thousand outlets in Anta, the activities of Anta Athens have been favored by millions of consumers across the country. Anta chose 100 fortune runers to Athens, and formed the largest civilian support group in China to cheer for the Chinese athletes in person.

Anta's activities have been publicizing by powerful media such as CCTV and Sohu, and have received good social benefits.