Anta Develops Cross Boundary Marketing And Establishes Brand Intimacy

Although the brand of local shoes and clothing is generally well regulated, it also has some innovations. Sports shoes and clothing brand Anta, on the one hand, sponsored the champion dragon clothing in the Olympic Games. On the other hand, it made sculpture display champion dragon clothing on the streets of many cities, which drew the distance between the Olympic Games and China, and also drew the distance between Anta and consumers.

Besides, Anta It also carried out 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, was still unable to conceal the excitement. China IOC official partner, this "champion dragon wear" 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 world-renowned world brands 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. Business opportunities surrounding events have attracted almost all industries. 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. On the Procter and gamble line, the official micro-blog launched a thematic discussion post. Anta was responsible for providing prizes. Under the line, 380 Olympic experience centres displayed and displayed Anta's award dress, and consumers bought PG designated products to participate in the raffle.

During the Olympic Games, McDonald's store manager and cashier were dressed in Anta's Chinese sports delegation's awarding dress or Anta's awarding T-shirt to carry out the "daily champion event". 17 cities in the country broadcast McDonald's Olympic TV advertisements. Anta LOGO will appear in it. During the Olympic thematic activities of Erie, the dairy giant of China, there will be Anta's LOGO on the packaging of Erie yogurt products. The 20 national Hilton Hotel will specially set up the Anta award dress exhibition hall, hoping that more consumers can get close contact with the Chinese sports delegation's Champion Award dress and feel the Olympic atmosphere.

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 "Make it Count" at the beginning of this year. brand After the event, the "revolutionary product" was released, which is the newest member of Nike+, Fuelband. The equipment worn on the wrist of the athlete 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 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.