Anta: Let The Brand Belief Stick To The End.

Looking at the brand growth path of Anta in fifteen years (in 1991 and Anta in 1994), it is easy to see that Anta's only constant is to constantly create new brand value elements.

This value not only promotes Anta's differentiation strategy actively, realizes brand individuality and visibility, and surmounts competition, but also opens up a convenient door for enterprises to enhance resource integration.

Specifically, branding is deeply rooted in the details of the brand.

When all links contribute to value, there will be brand.

The details include six aspects: brand characteristics, brand interests, brand value, brand culture, brand personality and brand objects. The purpose is to satisfy three needs of customers' emotional needs, experience needs and economic needs, and create value for customers by taking customers as the center.

That is, to establish contacts with customers, such as trust relationships, customers will return their attention, loyalty and money to the value engineering of the brand.

In 1999, Anta first put forward the brand idea of "I like my choice", and the outstanding performance of Kong Linghui, the image endorsement, jumped out of the circle of brothers fighting in the same city, and promoted their brand awareness nationwide, and began the milestone of Anta.

In 2005, with the strong interception of brothers in the same city, the consumer psychology of leading consumers has changed quietly, and the brute force of international brands has made Anta brand aging rapidly and hollowing out.

The great changes in the market have prompted Anta to reshape its brand awareness.

In the spring of 2006, Anta took the new strategy in a timely manner, and handed over the brand management project to the brand agent JWT (JW) - Chung Qiao Advertising Co., Ltd.; a Anta branding project led by JWT Zhi Wei Tang launched in full swing.

First of all, brand positioning is to re-examine and consider brand objects, and find that the actual consumer groups are different from the original consumer groups of Anta.

JWT first through covering a wide range of focus groups in China's 10 cities and in-depth questionnaire survey, after more than three months, it was found that Anta's original target group was not very consistent with the actual consumer group.

Secondly, the perspective of real consumption groups.

It is found that this is a group of ordinary young people living in two or three line cities - high school students who are unbearable academic pressure. They are urgently needed self actualization college students. They are hard workers working hard at the bottom of the workplace and eager to be the new ones in the workplace.

They are all grass roots, non mainstream social groups, and non elite groups of grassroots people. They are the majority of all the groups. These people share a common feature: there is no grace of fate, no natural talent, hope to rely on their own efforts, perseverance and perseverance spirit, bit by bit to achieve their dreams.

Obviously, these people are alive with great vitality.

In the past, only a simple age subdivision, fuzzy brand objects gradually clear up, so Anta did not hesitate to lock grass roots, determined to achieve seamless docking with their target consumers.

Brand core value and corporate mission are based on the clear definition of brand objects. We can further explore the lifestyle and values of brand objects, and find that the "grassroots spirit" is the core lifestyle and values of this group.

Specifically, they are a group of ordinary people who live around us. They have no talent and no prominent background. But they are full of hope, positive and unremitting efforts. Even if they fail again and again, they are indomitable and unswervingly pursue their dreams.

At the same time, it is found that in the process of pursuing dreams, they need to find a channel to release themselves, where there is a goal that can be won, which allows any self expression and flaunting publicity. This channel is movement.

The core of this grass-roots spirit is consistent with the spirit of sports that constantly pcends, constantly improves and improves one's ability and performance.

Moreover, the spirit of Oriental culture, which is upholding and hard fought by the Chinese people, is rooted in one continuous line.

Therefore, grass-roots spirit has a broad population foundation with Chinese characteristics.

Finally, we find the connection point and the combination point between the brand object and the mainstream culture of the product and society.

Therefore, the core value of Anta's brand - "never stop" is born.

Anta started the dream of "dream" for the grassroots and helped them to "dream".

As a result, "the spirit of pcending oneself into everyone's life" has become the mission of Anta. It has established Anta's brand strategy of strengthening the national spirit and grassroots image of the grassroots culture.

Breakthrough point and communication power Milton Kotler said: "brand must be in the target consumer's life, work, shopping process or media viewing, and establish contacts with consumers."

Anta has put forward the "CBA grass roots plan" around the core grassroot culture of "grass roots spiritual heroes", and launched Anta's "never stop" brand culture and grassroots brand communication and integration.

Anta 2006CBA grassroots plan consists of three parts: dream CBA-2006 Anta KO street ball game, Anta draft CBA training camp and dream CBA-2006 Anta KO street ball finals and fans carnival.

In July 15, 2006, CBA2006KO street basketball matches were held in 12 cities such as Shanghai, Beijing, Guangzhou and Chengdu in China. The largest street basketball match in China attracted more than 2 fans. The final winners of the competition required not only to participate in the new season events of the CBA, but also to realize their dreams from grass roots to stars.

In addition, the May Anta extreme sports entered the campus activities, attracting more than ten universities in Beijing, Guangzhou, Chengdu and three places to feel the limits and challenge the self charm.

The Olympic Games will soon be strengthened by the Olympic Games. The eyes of the whole world will focus on China.

In August 8, 2007, there was only a year to go from the Beijing Olympic Games. Anta has sounded the clarion call for a comprehensive Olympic strategy.

The declaration of Olympic advertising series takes the lead in CCTV1, CCTV2, CCTV3, CCTV5, CCTV8, Hunan satellite TV, Anhui satellite TV, Shanghai Dongfang TV and other TV media. Meanwhile, the major websites such as Sina, Sohu, NetEase and other major portals are deployed together.

It is reported that Anta will launch Olympic advertising series such as Olympic preparation series, Olympic gold medal series, Olympic future series and other Olympic advertisements in an all-round way, explaining the brand spirit of "never stopping" and sprinting the Olympic Games.

In search of Anta's history, it is easy to see that Anta has been stepping on the drums of sports and actively participating in the development of China's sports industry.

From the sponsorship of sports events in 1995 to the 2000 Sydney Olympic Games, the 2002 World Cup, the 2004 Athens Olympics, the 2006 Asian Games in Doha, and the top sports events such as the 2008 Olympic Games that are now on the way, Anta is constantly promoting the brand awareness and gold content by taking advantage of the sports events.

First of all, spare no effort to build a brand of sports stars.

Kong Linghui (table tennis /1999), Battelle (basketball /2002), Wang Hao (table tennis /2004), Feng Kun (volleyball /2004), Wang Bo (basketball /2005), Li Gaobo (walking /2007), Song Hongjuan (walking walking /2007), Song Hongjuan (basketball /2007) and so on.

On the morning of October 18, 2007, he announced the signing of NBA Houston Rockets' all star player Steve Francis.

In November 9th, Anta re signed NBA star Lewis Scola.

The strong spokesperson lineup has become a strong pillar of Anta's brand world, which is also the basis for in-depth competition with other brands.

Secondly, we should continue to sponsor sports events, sports naming and organizing mass sports activities, so as to create the right to speak word of mouth and public opinion.

After fifteen years of accumulation of sports marketing, deeply understanding and grasping the spirit of sports has made Anta's brand strategy of specialized sports route more popular among the people, and has also promoted the experience of Anta's major international showdown.

Once again, spare no effort to integrate the core value of "never stop" brand into the spirit of modern sports, and throughout the sports marketing and other brand communication, to achieve brand equity.

The core of sports marketing lies in taking advantage of the situation, thus creating momentum and becoming a market.

Anta is good at learning the successful experience of other brands, and finding out the way to turn around according to its own situation.

Sports marketing is Anta's success in learning other brands, and sums up its own brand building practices.

Sports marketing, kompson jokes it as the rise of Anta's "suck law".

Anta has taken advantage of the current situation to integrate its own business into the great development of China's sports industry, so as to realize the pformation from manufacturing sellers to sportsmanship communicators, and carry out sports marketing to the end, so as to rebuild brand belief.