Anta Vice President Zhang Tao: Sporting Goods Industry DNA

< p > sports goods industry has been growing at a high speed for more than ten years. The annual compound growth rate is more than 20%, which is more than 2 times the GDP growth rate. This is unthinkable in other industries. This result is inseparable from the importance of sports marketing to enterprises to a large extent.

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< p > sports marketing is a way of marketing activities and marketing interests with the help of sports resources. It has become one of the mainstream marketing methods of domestic enterprises, which is derived from the practice of sporting goods industry.

As early as 1999, Anta chose ping-pong world champion Kong Linghui to endorse, chanting "I choose, I like" slogan, and put it on CCTV5, which made Anta brand red across the whole river overnight.

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< p > < strong > sports goods industry DNA < /strong > /p >

In the past two years, under the environment of global and China's economic growth slowing down, the sporting goods industry itself has had to adjust and upgrade stage P.

It is gratifying to note that the huge energy contained in China's sports consumption market is far from being released, and the industry still has enormous room for growth.

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< p > the total output value of current sporting goods market is less than 0.5% of GDP, while in western countries, the figure is 3%, and the United States is even nearly 6%.

Compared with developed countries, the domestic sporting goods market has at least 6 times room for growth.

The brand movement of more than 200 yuan is less than a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, the average per capita possession in China is only 0.5 pairs, while the US is 6~6.5 double, and the European and other developed markets are averaging about 4 pairs.

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< p > sports is the only marketing means that can bring strong attention.

Lenovo has successfully entered the US market through NBA and F1 sponsorship, and its entry into the European market is also through F1.

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In twenty-first Century, with the entry of WTO and the Beijing Olympic Games, people's enthusiasm for sports has been greatly improved, and the sporting goods market in China has seen blowout growth. P

Sports should be the belief of sporting goods companies, not just a tool.

Whether it is the pmission of product interest, the shaping of brand image, or the completion of enterprise mission, the active participation in sports activities should always run through sports marketing and must become the DNA of its brand.

As for non sporting goods enterprises, the meaning of sports often lies in conveying product interests and enhancing brand image.

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< p > < strong > sports resources Pyramid < /strong > < /p >

< p > we divide sports resources according to different types and form Pyramid structure.

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< p > tower top is superstar, such as Kevin Garnett signed by Anta, as well as Li Na, Zheng Jie, Yao Ming, Liu Xiang, they are the most dazzling part of sports resources.

Using these superstars for marketing, it is easy to establish their relationship with certain products, for example, by signing NBA superstar Kevin Garnett and Anta to establish Basketball Association.

Some people jokingly said: signing sports stars is to sell goods.

The benefits brought by stars to enterprises are direct and obvious.

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< p > tower neck is part of the sports team, such as table tennis, basketball and other sports national team, which is helpful to establish the relationship between the brand and the sport, and also enhance the professionalism of the enterprise and its products.

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< p > tower is part of the League resources, such as CBA, China Super League and table tennis league. Compared with the representative team, the continuous sponsorship League focuses more on the establishment of the correlation between resources and brands, and more importantly, it brings brand level improvement to enterprises.

Anta is known as the "League engine" by the outside world. It has widely sponsored table tennis, volleyball, basketball and other leagues. The value of the company is not limited to a product category.

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< p > tower is part of the resources of the Olympic Committee. On a global scale, International Olympic Committee is the highest level Olympic management organization. Its comprehensive Olympic Games include the summer Olympic Games, the Winter Olympic Games and the Asian Games, all of which are gold sports resources.

With the help of celebrities, sports teams and League resources, sports marketing is like taking western medicine for people who are sick. It can make a direct contribution to brand professionalism and merchandise sales in a short time; and sponsoring the Olympic Committee's resources is more like drinking Chinese medicine, and it needs long-term operation to see the effect.

Anta signed a contract with the Chinese Olympic Committee in the development cycle of 2009~2012 to provide the Chinese delegation with equipment for life and award, including footwear, accessories, bags and award suits.

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Such a 4 year development cycle is of great benefit to enterprises. On the one hand, it enables enterprises to settle down in the 4 years to arrange a consistent marketing plan, enhance the periodicity and goal of enterprise development; on the other hand, it is a test for the value chain of enterprises, from the early stage of product development to raw material procurement, production, distribution, after sale service, and so on, so that the overall operation ability of enterprises can be improved.

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< p > the resources of the Chinese Olympic Committee have contributed significantly to the brand upgrading of Anta at least in two dimensions.

On the one hand, in the 10 major international competitions held in 2009~2012, the Chinese delegation's award dress was provided by Anta. With the glory of the national anthem, the national flag and the champion, the brand was promoted to an unprecedented height. On the other hand, the Chinese Olympic Committee was the only representative of the Olympic Games to be promoted in China. Every year, the Olympic Day's long distance running in June 22nd and the comprehensive fitness day in August 8th, Anta actively contributed to the popularization of the national fitness and sports.

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