Anta "Refuels China" -- Patriotic Voice Moves "Grass Roots".

The overall launch of the "refueling China" advertisement has added the spirit connotation that can arouse the most extensive crowd's psychological response during the Olympic year for Anta's national communication mode.

Unlike Lining, who is superior to Nike and lacks the ambition to catch up with her, Anta, which has long positioned the middle and low end market, has always been a silent and deliberately enterprising performance, just like its "never ending" slogan.

After the Olympic Games, Anta, who has always been steady, finally broke out.

The combination of star endorsement and League sponsorship, the linkage of television media and the Internet, and the strong shock of "refueling China", is not regarded as "Wu Xia Amun" Anta. It will surely surprise and jump the opponents in the carnival of grass roots.

In 2003, 1999 is a special year in the development of Anta. With the help of Kong Linghui's endorsement, it was loud and loud in the city. It also brought hope for many OEM Jinjiang compatriots to break through. At that time, celebrity endorsements swept the sporting goods industry. In 2003, there were as many as 44 Jinjiang sports shoes brands on the sports channel, and then there was a drama gimmick known as "the channel of Taiwan".

Group imitation inevitably leads to a gradual decline in the effectiveness of endorsement advertising.

How can we expand the power of endorsement?

How to achieve a wider contact between the brand and the target audience?

Anta is also in urgent need of new initiatives in the success milestone of advertising endorsements for sporting goods.

Sports performance and sports star's demeanor is the fundamental guarantee for the help of sports products with the help of celebrity endorsements. That year, with the cry of "I choose, I like" after Kong Linghui won the Sydney Olympic table tennis men's singles champion, Anta's sales in 2000 only exceeded 300 million yuan, which is 6 times that of 1997.

However, after the Olympic Games and other sports events, after all, the resources are limited, and there is uncertainty in the stability of the athletes in the competition. The performance of the Star Contest is often a high-risk gamble. The success or failure is difficult to achieve.

Beginning in 2004, sponsoring the Chinese men's basketball professional league, Anta broke away from the single strategy of endorsement advertising, and built sports marketing in the mode of celebrity endorsement + League sponsorship.

Signing table tennis player Wang Hao, famous volleyball player Feng Kun, and CBA player Wang Bo, Tang Zhengdong, NBA player Battelle, NBA Houston Rockets player Francis and Francis; exclusive sponsorship of the CBA League, the National Men's Volleyball League, the Chinese Table Tennis Super League, and the NBA rocket team to form a strategic alliance and cooperation relationship.

The TV program named "CCTV sports man of the year", named by Anta, will continue to be launched after the Olympic Games in the form of Olympic commentary.

In addition, online sponsorship and offline activities have also been integrated. Anta dream CBA2006 KO street basketball match, "CBA grew up with me, Anta love activities in Tibet" is reflected.

Xu Yang, director of the Anta brand management center, said: "Anta has always been a sports resource with a long and delicate consumer.

Therefore, Anta pays more attention to sports resources such as CBA, volleyball league matches, NBA rockets competitions and other Chinese consumers' favorite sports resources. Of course, it also includes the Olympic Games.

However, the Olympic Games took only 17 days, and the top events sponsored by Anta, such as CBA, volleyball league, Table Tennis Super League and even NBA rockets, have been added for more than 20 months each year. Basically, every 3 days, CCTV channel will broadcast a Anta sponsored event.

Therefore, we will pay more attention to long-term, sustainable sponsorship channels.

With athletes as the point, the league as the line, and the brand under the endorsement of athletes and naming league matches to achieve a combination of a sport, which not only avoids the risk of a single bet athlete, but also enhances the league title influence.

The participation of a number of national sports activities has also realized the close connection between Anta's sporting goods brand and sports spirit, and finally achieved the popularity of Anta's "popular" brand in the sporting goods industry.

Inside and outside the country, patriotic voice and "grassroots" theory, in theory, the Olympic Games are opportunities for all enterprises. For sporting goods companies, no one wants to miss such a rare communication platform.

At the beginning of the Olympic Games, it is the key to realize the emotional marketing communication with the help of the Olympic Games to catch the psychology of the target group and to achieve the psychological drop of the brand.

The target consumers of Anta locate in the crowd between 14 and 29 years old. Compared with the competitors, the mass market of the two or three tier cities is the dominant area of Anta. The most widely recognized grassroots group is in line with Anta's brand communication.

Anta chairman and CEO Ding Zhizhong once said, in fact, Mercedes Benz and BMW will all like, but in fact it does not TOYOTA car.

Such a cheap and cheap brand like TOYOTA can be equally successful in the world; consumers who buy Nike will not buy Anta, but Anta will not buy Nike. If the income is not high, but they want to get a good sports experience, then buying Anta is the best choice, that is, value for money.

In addition to sponsoring professional professional leagues, Anta has always focused on a wider range of target groups through the form of City Games, middle school games and sponsoring provincial and municipal sports delegations.

The survey shows that it has won the first place in the comprehensive market share of sports shoes for 7 years.

Based on positioning, supplemented by the central five leading role and supplemented by provincial satellite TV, Anta has been a national media mix strategy.

In recent years, the overall advertising of "refueling China" has added the spirit connotation that can arouse the most extensive crowd's psychological response in the Olympic year.

According to Anta's public relations agency blue cursor, the "refueling China" version of the ads in the CCTV Olympic Channel and Beijing satellite TV, Hunan satellite TV and other 12 provinces and cities television stations nationwide launch.

In addition, in order to adapt to the target crowd's media contact habits, Anta has complementary advertising in QQ chat dialog box and Sina home page.

This new advertisement is based on singer Guo Feng's latest single, "I love you China" as the background music, no stars, no products, and continues to use Anta's "grassroots culture" idea.

Since July 8th, the background music of Anta's new advertising has been used by the CCTV Olympic Channel for the most Olympic promotional film.

In China.

Xu Yang believes that this series of ads will further strengthen Anta's emphasis on the "grass roots" spirit, or the vitality of grass roots.

Apart from the combined pmission of television and the Internet, Anta has deepened and interacted the emotional marketing of "refueling China" on its own site.

On the Anta brand website and the antaibelieve.com theme website set up by Anta in 2007, around the table tennis players Wang Hao, Chinese walkers Song Hongjuan, Li Gaobo, fencers Wang Lei, Tan Xue and other athletes focus on the advertising video, beautiful pictures, shocking words showing the combination of sports spirit and national sentiment, while "for the common belief refueling", "08 wait for me to come!"

And online activities such as "my dream and I write" make brand communication realize participatory interaction.

The cooperation between its website and mass media advertising will undoubtedly play an interactive role in communication effect.

A survey in 2004 showed that Anta ranked first in the two markets of the public and college students, but in the two markets, Anta's brand loyalty and preference index did not enter the top three.

Also in 2004, the major international brands represented by Adidas began to penetrate into the Chinese market and invest more in Anta's most advantageous marketing channels.

At present, Anta is unable to compete with Nike on high-end products, and there is competition between Lining and other low-end products.

In July 10, 2007, Anta became the second sports brand in Hongkong to raise its financing capability. In order to improve the product quality, Anta and Nike, Bill Peterson, were introduced to the product design.

Anta proposed that by 2011, the brand reputation and market share in the Chinese market should be "double first" and the top ten development target in global sales.

There are various signs that Anta has not been able to meet the current market position for more than ten years, and needs to break through in the face of competition pressure. It is pregnant with a new round of strategic upgrading.

"The spread of 08 years is just a stage of our overall Olympic communication strategy," Xu Yang said.

The introduction of the strategy of "refueling China" may be Anta's charge for upgrading the brand communication strategy.