The Significance Of Sports Marketing In Anta Zhang Tao'S Shoes And Clothing Brands

China Fashion Association was on 23-24 November 2012.

The International Conference Center of the Chinese hotel convened the "2012 China Fashion Convention".

The following is the vice president of Anta group and general manager of Beijing branch.

Give a speech.

Zhang Tao: Good afternoon, everybody! It's very happy to use such a time to share with you.

In front of me, I think there are many ways and means of the new media, whether it is Wang general or the two king.

I am here to introduce a different, or at present, a very innovative way of marketing is sports marketing.

Today, there are also Mr. Chen Yinan, we are all outstanding marketing award judges, in this year's nomination of 82 cases of enterprises, 2/3 of the use of sports marketing means.

Just like what Wang Yijing always said, the strategy of the spokesperson was first appeared in the sports industry. In 1913 and 1912, when the sports star football began to endorse its project, it began.

Throughout the whole period, postmodern has been used by some of our other enterprises.

I'll share with you next.

As far as sports marketing is concerned, sports marketing has several degrees.

The first is sports marketing, which can attract more attention in print media.

The demand and the demand for leisure and sports in the past Olympic Games have been increasing continuously due to the increasing demand for people's material and cultural level. This provides conditions for attracting more people.

The second is the span.

It is very helpful for enterprises to enter a new market.

As you all know, I used to serve Lenovo, but the most important company below is called Lenovo. At that time, Lenovo made several choices in entering the North American market.

One is that after the merger, Lenovo has taken over the global agent partners.

The other was sponsorship in the United States at that time, and another one was sponsoring.

This plays a very important role in the brand impact of Lenovo.

This is Yao Ming playing in NBA.

At the peak of Yao Ming's time, he earned over 3 hundred million yuan in endorsements, and about 20 brands were tied up.

So we can see that this span will help enterprises enter different markets.

Another area that helps companies get into the periphery, the industry will be very broad when sports activities are carried out on a large scale sports event.

Because when consumers come into contact with goods not only at the retail terminal, but in all aspects will be exposed to the brand, this time to share the meaning of sports marketing is even greater.

Another is altitude.

We do not comment on specific products.

But it does look like Coca-Cola. Maybe some negative reviews are high calorie carbonated drinks or high calorie foods.

But a lot of times, they worked with Olympic marketing, like Coca-Cola, for nearly 80 years to join hands with LC.

In the process of this time, in fact, it breaks away from the form of a high calorie product. It riveted together the joy of people sharing sports events, which is very important to the image of an enterprise.

One of the most important points is to share with you in such a case.

Most of the time, the Olympic Games are so expensive, including Han Han, who I just thought that Wang had talked about, actually he had more independent ideas.

I often tell you an example, one is the Olympic Games, there is a principle, the entry principle, the scene is very strict restrictions on business exposure.

Only in this sense can we experience and understand the radiance of humanity and enhance the relationship between brand values and events.

So in this sense, I think sports marketing plays an irreplaceable role.

In fact, for our enterprises, sports goods or sports clothing enterprises are different from ordinary clothing enterprises and cross commodity enterprises in marketing.

Sports resources are resources before it can be used, and for our enterprises, the ability of the brand of your business can be combined.

So my personal understanding is not a concept of normative textbooks. What are the resources that we can rely on when we are in sports marketing? We can often see that we talk about spokesmen in our daily lives. These people actually sign stars as the most direct selling products.

So we see that, like some famous stars, when he endorsements, he will directly pull the sale of related products.

You know, like water sports, like this year's Xu Lijia, there are hundreds of thousands of people in Europe engaged in this project. We Chinese only have dozens of people to do this project. This is a great athlete.

But when he participated in the competition, he drifted on the sea in his clothes, and under the sun's exposure, the athlete needed to play his competitive state, so his demand for antibacterial and sweat was very high.

This will give a great prominence to the professionalism of clothing.

The other is that Anta is the sponsor of all the Olympic Games. Wang Meng and Zhou Yang won the Olympic champion.

During his Olympic Games, the demand for clothes was even higher. The cost of a garment was as high as tens of thousands of dollars, one was the stereoscopic reduction and laser splicing.

On the other hand, when these players are playing, the color of the costumes is the color of the flag and the red flag.

If this color difference control is not good, on the one hand is not like the national flag, on the other hand is stimulates the opponent's state, this time must control its chromatic aberration, must be darker than the standard national flag color.

Another one knows that athletes on such a fast ice surface, in case of ice skating and contact, the protection requirements are very high.

This is a very high degree of professionalism in promoting brands.

As we saw the top events of the Olympic Games, such as NBA League, CBA League.

In fact, there has been a strong correlation between Anta brand and basketball in the past seven years.

The top-level resources depend on the resources of new media. We all know that LC has a package plan. In a sense, China is the national flag, and Anta has a very big connection on behalf of Chinese brands.

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On the one hand, our costumes can be accompanied by our award winning clothes, accompanied by Olympic champions, accompanied by gold medals and national anthem at the top of the Olympic Games in the world.

For example, this year's August 8th National Fitness Day, all the costumes of tens of thousands of spectators at the scene were sponsored by Anta.

This is a close combination with grass roots. In fact, it is of great help to popularizing brands and enhancing brand awareness.

The first is to understand the true value of the Olympic brand.

Most of the time, it can only be regarded as a resource, which is a spokesperson. I use it once and for a single sale, and in fact, it is finally killed by a high price.

Second match with the strategy of our partners.

Another understanding is not a matter of years. From the 2008 negotiations, we won the four years of the Olympic cycle in 2012.

Many people do not know or understand the Sports Olympic strategy.

I think this may be more than just an Olympic marketing.

If you really carry out the new media marketing, we are now discussing this discussion very hot. I just got out of the meeting today. My ears are full of big data.

If a marketing campaign can not be viewed from the perspective of DNA, it can not be integrated into the business plan from the real development of the core schedule. It is just an attempt for you.

Just now what Wang Yijing mentioned is all some opportunities. CEO can not understand its intrinsic value from the bones, which is very good for a large number of enterprises.

Another activation of these elements, if for the company's future marketing strategy, digital marketing plays a crucial role.

He wrote this book in 2004, and he saw the relevance of new media and clothing eight years ago.

You often have a very good package plan, and you find that you can't start when you get social resources.

The sixth is to ensure that there is a clear anti recessive priority and exclusivity.

Let me give you an example. I will not mention the name. In 2004, when the Olympic Games were being tendered, you may not keep a fresh feeling.

In that year, there was an excellent different format. I think many people here who are familiar with IT know that in fact, tablet computers are not Apple first, and many electronic products are like this. Neither MP3 nor iPad or iPhone is not Apple first, but such a product did not sell well in that year.

The terrible thing is that there was no subdivision in the category of computers, which led to a very tense sponsor. The mobile phone sponsor could be excluded by making the phone bigger.

If the person making the rules is not clear, you should be very clear as a sponsor.

For us, we are sponsoring the winning equipment and living equipment.

We must define clearly what is the life equipment and what is the award equipment.

Denying this is a double-edged sword. It's not enough for you to get stuck.

The ten principles of successful Olympic marketing are the essence. If you really are interested in this book, it won't go round.

This is inseparable from our revolution in any marketing. The balanced scorecard is like the marketing tool and the use of financial tools. If there is no support, sports marketing is also the same.

Second, identify and clarify your strategic goals.

I often analyze with Mr. Chen, many people will curse, will say, this marketing company is not good enough, advertising companies can not make it, this is the saddest and most tragic thing.

The marketing of any enterprise's brand should have continuity.

When all stakeholders communicate with each other early, a lot of times, if everyone's strength doesn't go anywhere, people don't know which way to go.

The relationship between executives and external marketing should be handled clearly, which are what Party A should do and what Party B should do.

Another one who wants to be the best friend of marketing is that the perfect regulations will not stop the ambush marketing of competitors.

The seventh is to promote the reality of the Olympic Games. In fact, PEAK is a kind of beauty of human nature. Your own expectations of the brand is not the case. If you can't do it, do not do it as early as possible.

Most of the time, it is not enough to start halfway. The International Olympic Committee once counted that the enterprises that joined and the enterprises leaving were 20.

It may not be able to see the effect in a short time, but it can't be seen in the long run.

There is also a fast track for yourself. When you do anything, it is not the worst choice ahead of time, but the best choice.

Under such more understanding, how did we do it in 2012?

We have two rights and interests, and the other is a carrier of our top glory. That is our award dress.

This award dress is actually Anta equal to the champion, which is the performance of China's high consistency in the Olympic Games.

Such a champion dress has actually become a main carrier of our Olympic Games.

The achievement achieved in such a main carrier is very high recognition. After we finished this thing, we won the International Olympic Games. We ranked first and the second is Erie.

How do we achieve this effect concretely? This picture basically covers our overall marketing strategy.

Every day we are talking about new media. New media is very important. In this regard, we have also done a lot of marketing of digital new media.

As the first TV advertisement was released by television, CCTV had made innovations before bidding.

Then, especially when covering two or three line cities, I will share with you the excellent advertisements we had during the Olympic Games.

In addition to the first body store zoo in Beijing, another Olympic dragon clothing was unveiled.

In fact, traditional media still have irreplaceable value and significance under such a premise.

This includes a super visit to athletes wearing long clothing, including face-to-face interviews.

Another received the reception of the leaders of the party and the state, and all the people wore the award dress.

Including London, we set up the only legal representative agency outside China for the third time. For example, like our mobile phone release, like the 200 release of the Olympic Games in China, we are here today. Miao is always one of the 37 members of the Chinese Entrepreneur Club. Liu, Zhang Weiying and so on are going to watch the opening ceremony of the London Olympic Games, and I have provided all the dragon clothing for them.

At that time, they walked for more than an hour from the Olympic Games Hall. All the people who watched the opening ceremony of the Olympic Games took photos with them.

So some of these world marketing.

Including some of our cross-border marketing.

We have done a lot of marketing with Yili, McDonald's and Coca-Cola.

Let's take a look at the main character of this story, this dragon suit, because today we are the China clothing convention. First of all, in terms of fabric, it uses advanced recycling technology to produce fabrics. We all know that London is a rainy city, although London has only a little rain during the Olympic games, but it has made full preparations.

Blood can only flow outward from the heart, which is easy to perspire.

On the other hand, we used laser technology, including the upper collar for Xiangyun on the 2008 Olympic Games, which is the assets of the Olympic Games. We should not be so selfish that we should absorb the elements that are good.

Including the design of our details, like the concept of London 2012.

The winner of the official award dress made a 88888 yuan price.

Like our flat promotion, like our outdoor sculpture promotion, this is Beijing's Wangfujing, Wuhan Optics Valley, Shenyang Zhongjie Joy City and so on.

Activities at home in China, including Lang Lang's performance at the Olympic Games, and visits to Chinese homes, including guests from the Chinese Embassy, have been landing at the Chinese family.

This is the champion face to face, the Olympic Games and the CCTV propaganda film.

This is the whole marketing of dragon clothing.

The latter is the integration of cross-border marketing.

This is with the Ili, after buying, he will login the relevant website two-dimensional code lottery.

Hilton Hotel shows our dragon wear in 1200 shops in China.

There will be related Olympic champion dragon clothing's racket, can participate in the related product promotion, this is the actual scene.

This is McDonald's, which is hand in hand with COFCO.

We also made some attempts in digital marketing.

For example, during the Olympic Games, we carried out the marketing of micro-blog. We made an Internet based trial with COFCO Fulin, and the participation of about 400000 people's PV hits.

The other is the active participation and positive guidance of the fans, which has played a very good role in our micro-blog.

After we signed the contract in 09 years, it was 3 billion 600 million, and the year we just passed last year is 9 billion of turnover.