Big Olympic Cycle: Anta'S Pyramid Style Marketing Strategy

In 2008, Lining himself ignited the fire, making Lining's stock price rise 80% in more than a year, and the defeated Adidas is still stocktaking.

Being able to take the Olympic Games as a stepping stone to turn the battle is an attractive opportunity for local sports brands. So is Anta.

At the end of the Beijing Olympics, Anta aimed at 2012.

In 2009, after a lengthy negotiation, Anta defeated its rivals Lining and Adidas, and finally reached a strategic cooperation agreement with the Chinese Olympic Committee (COC), becoming the 2009-2012 Olympic Committee of China.

Partners.

Prior to going to London in early July, Zhang Tao, vice president of Anta Sports Products Limited, accepted an exclusive interview with this newspaper. He said that Anta's so-called Olympic marketing was not just started in London, but as early as 2009, it began to prepare for the packaging of the "big Olympic cycle". "Can you continue to support the Chinese team in the development of goods?"

After Beijing

This year due to

Deterioration, domestic economic growth decline, local brands generally decline in orders, inventory is too high.

According to the annual reports released by various sports brands, Lining's inventory reached 1 billion 130 million yuan in 2011, almost two times that of 2008; Anta's inventory was 618 million yuan; XTEP's inventory was 671 million yuan.

Local sports brands hope to break through the current predicament by taking advantage of the London Olympic Games.

The slogan of Lining's London Olympic Games is "dragon Yao London", while Anta is "Dragon King London".

Compared with Lining, an experienced Olympic sponsor, Anta's goal is to take this opportunity to become a local boss.

Lining hopes to restore the declining market by rebuilding the brand image through the London Olympic Games.

For this reason, Lining, chairman of the board of directors, will again deliver the sacred flame in Athens, Greece.

Lining still continued the original marketing mode, and signed a sponsorship agreement with the Chinese table tennis team, gymnastics team, badminton team, diving team and shooting team.

The 5 sports teams were also the favourites of the Chinese delegation in all previous Olympic Games.

Wu Lei, general manager of Changrong sports department, told this newspaper that Lining's marketing strategy adopted in the 2008 Beijing Olympic Games was a surprise move. For instance, Lining appeared in Adidas's costume at the opening ceremony, which gave Adidas something unexpected.

Wu Lei predicted that Anta's Olympic Games will continue the trend of the previous session. Because it is not a local operation, Anta should pay more attention to the combination of media platforms.

Coupled with the time lag factor, it is expected that the marketing effect of this Olympic Games will not be too significant compared with the local operations in 2008.

Wu Lei said that if the domestic sports apparel industry as a marathon, is just the starting stage, in the past Lining has always been in the lead state, and now Anta is leading the way, in fact, the taste of leading is very uncomfortable, need to have strong strength and judgment, stand out.

He commented that the Olympic Games, all Chinese athletes

They are all provided by Anta, but Anta sponsored sports teams are not many. Therefore, in the middle of the competition, Lining's exposure to sponsoring sports teams is not too small.

Anta's "big Olympic cycle"

Anta sports announced that its Olympic advertising and publicity rates will rise to 14% in 2012.

According to the 2011 turnover of 8 billion 900 million yuan, the sports marketing cost will exceed 1 billion 200 million yuan.

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Zhang Tao, for example, said that when the sponsorship began, the world intellectual games in October 10, 2008 had only 27 days to complete the order from the receipt of orders, and to assemble nearly 1200 players from different parts of the world.

He recalled, "at that time there was a chess game of 1.9 meter nearly two meters, and a little girl was only 1.4 meter. I was totally mad."

The development cycle of general clothing needs at least 60~70 days.

Finally, Anta did its best in 22 days, which greatly challenged the production line.

For such a packaged Olympic Games, Anta has formulated a Pyramid like marketing strategy.

The top is Super star, with Kevin Garnett. After signing the name, he will become an exclusive product for sale and bring direct benefits.

Secondly, it is called Team, that is, the sports team strategy. Enterprises provide equipment for the most competitive teams in China, such as basketball and volleyball national team, which will help to build brand reputation and brand professionalism.

Further down is Game, that is, various events.

Originally Anta was called "China League engine", table tennis, volleyball, Basketball Super League are Anta's doing, can help build brand specificity.

Further down to Olympic, the Olympic Games are the closest, but far away from business, and no commercial signs are visible at the scene.

During the Atlanta Olympic Games, suddenly, behind the door of the athletes' entrance, a mast with a McDonald's logo was erected.

The Organizing Committee immediately sent someone to stop the hidden marketing of the "edge ball", which was strictly prohibited by the organizing committee.

Next down is Commitee, the Organizing Committee of the Olympic Committee.

Zhang Tao said, in the course of four years, there are images.

The Olympic Games and the Asian Games in Guangzhou will be bursts of nodes, but more often than not, they should also serve well. Otherwise, the evaluation of the Olympic Committee is negative.

Zhang Tao believes that the growth space of the industry is still in the future, but the way and structure to meet the demand have changed.

For the comprehensive sports goods brand, we need to constantly improve the professional degree of subdivision.

In addition, Zhang Tao believes that in China's sporting goods industry category, the brand is still more.

Zhang Tao said, "there are so many brands that you can't imagine. There are more than a dozen or even listed companies in a bid. We call the industrial law convergence theory.

So in the future, the pattern of this industry will surely bring about changes, and the concentration of industries will be adjusted.

Wu Lei also said that after London, the sportswear brand will face a shuffle. In the future, enterprises that focus on sports function and consumer experience will face greater opportunities, and the product development and design at the front end will support the future development of enterprises.

In the process of integration, mergers and acquisitions are likely to happen, Zhang Tao said.