How Does Anta Reshape Its Brand By "Corporate Social Responsibility"?

Though in Management The level has achieved Lining's transcendence, but Lining is still regarded by many consumers as the first sports brand in China. Anta, who came from grass roots, wants to reverse the consumer's cognition. This is not a piece of cake, but CSR has become a breakthrough.

Compared with everyone who knows the gymnastics Prince Lining, people outside the sports circle are not familiar with Ding Shizhong, but with the strong momentum of Anta in recent years, this situation is changing.

In 2012, Anta Surpassing Lining with the revenue of 7 billion 600 million yuan, the first time to sit on the top of the Chinese sports brand. In 2013, in the overall downturn of the industry, Anta once again consolidated its leading position in the industry with a revenue of 7 billion 300 million yuan. Today, the market value of Anta has exceeded HK $30 billion, which is more than the total market value of four sporting goods companies listed in Hongkong, such as Lining, 31st, XTEP and PEAK.

Although it has achieved the transcendence of big brother Lining at the operational level, in many consumers' minds, Lining is still regarded as the first sports brand in China. Anta, the "grass roots" born, wants to reverse the consumer's cognition, which is not a piece of cake. In addition to regular marketing strategies, Anta believes that it is necessary to take on more social responsibilities to promote this cognitive change.

　 Join hands with the Chinese Olympic Committee to establish brand authority.

In June 2009, Anta reached a strategic cooperation agreement with the Chinese Olympic Committee and became a partner of the Chinese Olympic Committee's sports apparel in 2009-2012 years. It sponsors Chinese sports teams to participate in the 11 major international competitions such as the 2010 Vancouver Winter Olympic Games, the 2010 Guangzhou Asian Games and 2012 London Olympic Games.

In 2012 the London Olympic Games, with Chinese Olympic athletes winning medals on the field, Anta's carefully awarded "champion dragon clothing" award dress is also familiar with many Chinese consumers through television. At the beginning of 2013, Anta announced the completion of the contract with the Chinese Olympic Committee, becoming the Olympic sportswear partner of the Olympic Committee of the 2013-2016 Olympic Games. In January this year, on the eve of the Winter Olympic Games in Sochi, Anta released a new "champion dragon suit" for the Chinese Olympic delegation in front of the nine dragon wall of the famous tourist attraction of Beihai Park in Beijing.

Behind this series of elaborate designs, they all imply the ambition of Anta. It should bind the "Anta" with "champion" and "China" in the cognition of Chinese consumers, so as to help Anta establish the status of China's first sports brand.

Anta's efforts were not in vain. Through 6 years, it has raised its status in the minds of consumers a little bit. In September 2011, Anta ranked 4 in the 2011 China brand value list selected by Interbrand, the world's leading brand strategy consultancy company, ranking seventeenth in the previous year. For the first time, it surpassed Lining to become the highest ranking local sports brand. In November last year, Anta ranked 24 in the "2013 China brand value list" with a brand value of 7 billion 37 million yuan, becoming the most valuable sports brand in China for third consecutive years.

Zhang Tao, vice president of Anta, told reporters, "Anta can achieve such a result. It can not do without social care and consumer support. Large enterprises must shoulder heavy responsibilities."

In early 2013, under the coordination of Ding Shizhong, the Olympic Committee of the Chinese Olympic Committee, Anta, champion fund and Samaranch sports development fund set up the Olympic commonweal cooperation alliance, hoping to maximize the value of sports public utilities through cross sectoral cooperation. In April 2013, the first public project of the alliance, the "love bridge" project was officially launched. Anta donated 20 million yuan worth of sports equipment as the first love enterprise. Subsequently, the love bridge project has held activities in the bird nest, Sichuan Ya'an, Heilongjiang Qitaihe and other places.

The cooperation with the Chinese Olympic Committee is not only to increase its own brand value, but also to make Anta's public welfare activities systematized. Zhang Tao told reporters that in recent years, Anta pushed the "Olympic Day national long-distance running" activities as an example. Before Anta signed the Chinese Olympic Committee, similar activities would change every year, and activities became a "hammer" business, and it was hard to devote all their efforts to it. But with the establishment of long-term cooperation between Anta and the Chinese Olympic Committee, Anta can carry out a more cyclical and long-term plan for such activities. In 2011, there were 9 cities participating in the Olympic Day national long distance run, and this year, 19 cities have participated.

　 since promote CSR, it's also an understanding of the market.

Anta's concern about sports commonweal is not a move in recent years. A few years ago, Anta sports commonweal went to Tibet, Xinjiang and other remote areas to promote the popularization of sports among young people. In 2010, Anta also joined hands with Kong Linghui fans to organize "Hui Hui Xing Ji" to donate "Qufu Nei Shan Nei Ling Hui star hope school" and "Qufu snow town Mencius hometown order Hui Xing Yu hope primary school".

Zhang Tao told reporters: "Ding Shizhong often says that it is hard to understand clearly what these children really need without going out. Moreover, with children, we can often give us great inspiration. For example, the children here, they lack sports equipment, then can we make products suitable for them? This product has not many fancy functions, but it is strong enough for children to wear for a long time, and it is cheap enough for them to afford. "

During his brief stay in Xining, Ding Shizhong was unable to attend to the exhaustion and altitude reaction of the trip, or took time to visit Anta's local store. Although in the first tier cities, international brands take the advantage, but in China's broader three or four line market, the level of economic income determines the user's consumption differences, not everyone can bear the price of international brands. Providing the best quality and cost-effective products to the largest consumer groups in China has always been the core of Anta's values. Last year, Anta sold the basketball shoes products endorsed by its NBA top players to a low price of 399 yuan, creating a precedent for the sporting goods industry.

"Even if we donate more equipment and funds, it is impossible to help all those in need. For enterprises, creating value for the society and creating cost-effective products for consumers is the true embodiment of corporate social responsibility. Zhang Tao said.