Anta Weightlifting Advertisement Is Not The Edge Ball.

"The weightlifting team won the first gold medal, is the sponsor Anta?" Anta yesterday published a full page advertisement in a media for women's weightlifting 48 kilograms, so that people can not avoid such associations.

But this newspaper has reported yesterday that the sponsor of China weightlifting team is Hongxing Erke.

Some people believe that Anta has launched the advertisement after the gold medal of its fencing gold medal has been "defeated". It is the limelight of trying to catch up with rival Hongxing Erke.

Anta people insist that this is not "edge ball" marketing.

Anta's weightlifting advertisement preempted the "daily economic news" reporter to see that the content of the advertisement is actually very simple: a woman dressed in red holds up the barbell, and the red character on the left side of the advertisement is called "the champion's backbone is made in China". Under these fonts is a small font with "212 kilograms of women's weightlifting 48 kilograms class China win", and the right side is Anta sports LOGO.

What is even more surprising is that the weightlifter in Anta's advertisement is somewhat similar to the real first gold winner Chen Xiexia, and also enhances the advertising effect.

Indeed, if the sponsors of weightlifting teams in China are not particularly aware, readers will inevitably have such an idea. The first gold is sponsored by Anta.

In addition, Tan Xue, a fencer who had a cooperative relationship with Anta, lost his first gold medal in the first day of competition. Even more people felt that Anta, who had wrongly bought a treasure, seemed to want to grab the lead of the competition by this way.

Yesterday, Wu Rongzhao, vice president of Hongxing Erke group, said in an interview with "daily economic news": "we are the sponsor of women's weightlifting class of 48 kg."

It is reported that before the Olympic Games, Anta sports and Tan Xue and other famous athletes had some cooperation, but there was no sponsorship relationship with the weightlifting team.

Hidden marketing is risky. As early as June, the Beijing Olympic Organizing Committee and the China Advertising Association issued the proposal to prevent the Olympic Games hidden market advertising behavior.

In July 1st, the Advertising Association of China demanded that any advertisements which were not authorized and approved to use the athletes, coaches and officials of the Olympic Games as the spokesperson of the Olympic Games will be suspended from August 1, 2008 to August 27th. Otherwise, it will be regarded as infringing infringement.

Wu Rongzhao, vice president of Hongxing Erke group, told reporters that Hongxing Erke had not immediately publicized the identity of the Olympic gold medal sponsor, and the policy had clearly stipulated that the official sponsor of the Olympic Games should use the portraits of the Olympic athletes.

Another industry insider said that the advertisement of Anta sports has the suspicion of marketing the edge ball, that is, hidden marketing.

Globally, the infringers of the hidden market are consciously stealing things that are not their own, deceiving and misleading the public.

Although there is no explicit restriction on the implicit marketing market in China, the voice of public opinion is quite obvious.

Do not use the portrait name without the edge ball?

Yesterday, Anta sports official told the "daily economic news": "because there is no use of the athlete's portrait and name, there is no problem of edge."

According to the source, during the Olympic Games, Anta decided hard and wide every day according to the events of the day before yesterday, and the hard and broad areas would be different every day, which was a good publicity plan in advance.