Can Anta Cross Boundary Marketing Achieve "Never Stop"?

Local brands, though generally well regulated, are also innovative.

　　 Anta On the one hand, the champion dragon clothing was patronaged in the Olympic Games. On the other hand, the dragon boat race was displayed on the streets of many cities, showing the distance between the Olympic Games and China and the distance between Anta and consumers.

In addition, Anta has launched cross-border marketing, forming a brand alliance with P & G, McDonald's and Hilton.

"More than 20 years of entrepreneurship, I have received a lot of honor and recognition, but this is my first time to be proud!" Ding Shizhong, chairman and CEO of Anta's board of directors, has been unable to conceal the excitement. "As the official partner of the Chinese Olympic Committee, the champion Dragon clothing has been highly praised from the very beginning. Apart from the Chinese presence on the floor, it is the first time to join hands with the world-famous world brand to open up a brand new height."

"Joint partners include International Olympic Committee partners, McDonald's, Procter & Gamble, and the Chinese Olympic Committee's partner, Erie, Hilton, and Fuling men." Anta briefed reporters.

On the outer packaging of food and beverage, in the exhibition hall of the senior hotel, in the world brand experience shop, in the global chain restaurant, we can see the brand "champion dragon clothing" from China, which will undoubtedly become a highlight of the Olympic Games.

"The cooperation with Hilton Hotel is mainly for the purpose of exhibition, and we will conduct a deep cooperation with other three consumer goods. For example, we and McDonald's, you can see from July 27th to August 12th, during this period, 1583 McDonald's shops in China, all the shop assistants will wear Olympic life equipment, that is, red T-shirt, and the store manager will wear the award dress." Anta people said.

Cooperation with Erie is a lottery. Since July, Erie has shown this activity in 60 million cans of fresh milk and yogurt packaging.

The cooperation with Procter & Gamble is mainly to display an award dress in 380 WAL-MART supermarkets throughout the country.

Cooperation with Fuling gate is aimed at the interaction between online users and Olympic topics.

Behind this phenomenon is the cross-border marketing of Anta's joint efforts with International Olympic Committee partners and other famous brands to create "Olympic brand alliances".

The sporting goods industry has never been lonely, all kinds of events surrounding events. Business opportunity It has attracted almost all industries' participation. From sightseeing cars, restaurants, match suits, game equipment, chairs to mascots and even small badges, industry involvement deeper than imagination. This also provides fertile ground for cross-border marketing of enterprises.

During the Olympic Games, the red double decker bus was a unique sight in the streets of London. The large advertisements of our dairy enterprise Erie were painted on the body of 400 red double decker buses.

Cross border marketing is gaining more and more attention in the sporting goods industry, but Anta is at a higher starting point. McDonald's, Procter & Gamble, Erie and Hilton are leading roles in their respective industries.

The Olympic marketing strategy of the 5 enterprises is based on the title of "champion dragon clothing", involving the raffle awards, which are awarded by Anta China sports delegation or Anta winning T-shirt. To provide prizes, there are 380 Olympic experience centers on display and display of Anta's awarding clothing. Consumers can buy the products designated by Procter and gamble to participate in the raffle. During the Olympic Games, McDonald's store managers and cashiers are wearing the Anta China sports delegation's awarding dress or the Anta award T-shirt, carrying out the "daily champion activities", playing the McDonald's Olympic TV advertisements in 17 cities across the country, Anta LOGO will appear in it. During the Olympic thematic activities of the dairy giant of China, the LOGO products will be printed on the Yili yogurt product packaging. The 20 Hilton Hotel will specially set up the award winning clothing exhibition hall. On the Procter and gamble line, the official micro-blog launched the theme discussion post, which is responsible for Anta.

In fact, as early as 2006, Nike started to launch a new line Nike+, starting from the first partner iPod, has now extended a number of product lines, trying to truly become a "sports partner".

In order to welcome the London Olympic Games, Nike launched the "Make it Count" brand campaign at the beginning of this year. After that, "revolutionary products", the newest member of Nike+, "Fuelband", was released. The equipment worn on the wrist of athletes can record the energy of running, dancing and swimming. At the same time, Nike also invited soccer players and long-distance runners to participate in a series of short videos and circulated on the Internet.

Analysts believe that the benefits of this "crossover" to Nike are obvious: by helping runners in sports training, establishing brand intimacy and professionalism; the data gathered by online communities have become valuable information for Nike to analyze consumers; the sale price of Nike+iPod is not cheap, which is a new one. profit Cake.

It seems that the cross-border marketing of Anta is only limited to the exposure rate. Whether it can never stop and really become an indispensable part of consumer life, it still needs to do a lot of homework.

"In the face of the current winter sports industry, Anta can not avoid being affected by the industry. However, management will focus on pragmatic and prudent management, and ensure that the foundation is not shaken. Anta still maintains strong free cash flow, and accounts receivable is also the lowest in the industry, attracting dividend rates, plus abundant cash, enough to withstand the cold winter of the industry. Anta told reporters magazine.