Anta's Olympic Dream, To Create A New Brand To Help The Olympic Games

It is reported that Anta After the 2008 Olympic Games, sports beat Adidas and Lining to become the exclusive sponsors of sports clothes of the Chinese Olympic Committee.

Spend 600 million dollars on gold status.

Distance from 2012 London Olympic Games In only 2 months, Anta sports announced the exclusive sponsorship of the Chinese sports delegation's Olympic Champion Award dress.

When the national flag rises and the national anthem is ringing, mark the brand of its own enterprise, which is the pride and aspiration of the sports brand from Jinjiang, Fujian, to the Olympic sponsorship of the most golden "location". "Naming the champion dragon suit and preempting the Olympic strategy in the sporting goods industry" are also hoping to convey the brand image of "representing China" and "representing the essence of sports". Ding Shizhong, chairman of Anta sports board, said.

Anta makes full use of Olympic Games to create brand new image

"Top sports and sports resources bring more than just direct book income. Its core value is to enhance brand height, and have strong brand perception with consumers, which is very valuable for brand relocation, which is what we need most now." Zhang Tao, vice president of Anta sports, said in an interview, "for Olympic marketing, you need to tell a good story, and then resonate with consumers."

Transformation of the Olympic Committee "strategic partners"

As the "strategic partner" at the highest level of the Chinese Olympic Committee (COC), in 2009, after the long negotiations after the Beijing Olympic Games, Anta sports finally reached a strategic cooperation agreement with the Chinese Olympic Committee and became a partner of the Chinese Olympic Committee's sportswear from 2009 to 2012.

According to this agreement, the Chinese Olympic Committee first packaged the Olympic cycle from 2009 to 2012. Anta sports was authorized to sponsor the Chinese sports group to provide the champion equipment for 11 major international events, such as the 2010 Winter Olympic Games in Vancouver, the Guangzhou Asian Games in 2010, and the 2012 London Olympics. Anta Sports Executive Director and chief operating officer Lai Shi Xian said publicly.

Although the two sides agreed that the amount of sponsorship could not be disclosed, most market analysts pointed out that the sponsorship level of Anta sports was at least 600 million yuan based on past sponsorship figures.

Finally, it is not easy to win from the six major sports brands including Adidas, Nike and Lining. Ma Jilong, director of the China Olympic Committee's market development committee, also said: "this is the largest cooperation in the history of Olympic sponsorship in China. Sponsorship costs have exceeded the threshold of the TOP (top sponsors) plan."

"Taking the list of the Chinese Olympic Committee has really invested huge resources, and there is also a saying that it is a great price sponsorship, but we think it is worth it." Zhang Tao said, "the value of top events, top sports stars and top sports resources can play a role in promoting brand promotion, and such intangible value added and opportunities are not always met by an enterprise."

Make full use of Olympic Games to create brand new image

Brand promotion is the most direct expression of Anta sports coming out of the Jinjiang department.

The 2012 London Olympics is both a challenge and an opportunity for us. We hope that the public will feel that Anta equipment will not only compete with the Chinese Legion to compete in London, but also witness the glorious moment, which can better reflect the maturity and strength of China's sporting goods industry today. Ding Shizhong thinks.

This month, as a partner of the Chinese Olympic Committee, Anta sports announced the launch of the Olympic marketing strategy. During the London Olympic Games, Anta sports will carry out close and deep cooperation with the "Chinese home" set up by the Chinese Olympic Committee. With the highest resources of the Chinese media during the Olympic Games, Anta sports will have a faster and more authoritative platform for voice communication. At the same time, Anta sports will cooperate with International Olympic Committee in depth, while carrying out the Olympic spirit, effectively combine the market, commodities and marketing; work together with the CCTV Olympic Channel to build an Olympic viewing environment; join hands with domestic and foreign front-line brands in cross-border cooperation and jointly promote the Olympic Games.

According to the public earnings report released by Anta sports, the advertising and publicity rates in the mid 2011 increased to 12.6% and increased to 14% in 2012. According to the 2011 turnover of 8 billion 900 million yuan, the sports marketing expenses, including the Olympic Games, had exceeded 1 billion 200 million yuan.

However, the industry believes that the sponsorship of the Chinese Olympic Committee is a burning investment, with great risks, but the operation is successful and the profits are great. Although Anta sports won the exclusive sponsorship and market development rights of the Chinese Olympic Committee, it is still difficult to exceed Lining in the short term. There is still a gap between Anta and Lining in terms of brand influence.

An analyst who has long followed sports marketing said that the 2012 London Olympic Games as the world's top sports event, for the enterprises, the Olympic marketing input may be one-off, but its effect and brand penetration are long-lasting. Although the market price of Olympic sponsorship has been climbing steadily, the effect of its dissemination is still worth investing, and a more realistic problem for enterprises is that this expensive opportunity, if you do not fight, others will surely take away. Therefore, whether from the company strategy or the future development of the company, the powerful companies will do it.