Anta Creates Brand Authority By "Corporate Social Responsibility"

< p > compared with people who are known to the gymnast 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. < /p >
< p > 2012, Anta surpassed Lining for 7 billion 600 million yuan in revenue, and for the first time sat 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. < /p >
< p > although it has achieved the transcendence of big brother Lining in the management level, but in the minds of many consumers, Lining is still regarded as the first sports brand in China. Anta, a grass roots, wants to reverse the consumer's cognition, which is not an easy task. In addition to regular marketing strategies, Anta believes that it is necessary to take on more social responsibilities to promote this cognitive change. < /p >
< p > < strong > join hands with the Chinese Olympic Committee to establish brand authority < /strong > /p >
< p > June 2009, Anta reached a strategic cooperation agreement with the Chinese Olympic Committee. It became a partner of the Chinese Olympic Committee's sports a target= "_blank" href= "http://www.91se91.com/" and "clothing /a" for 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. < /p >
The London Olympic Games in 2012 (P), with Chinese Olympic athletes winning medals on the playing field, Anta's carefully awarded "champion dragon suit" 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. < /p >
Behind the elaborate design of P, all of which imply the ambition of Anta. It should bind the "Anta" and "champion" and "China" in the cognition of Chinese consumers, so as to help Anta establish the status of China's first sports brand. < /p >
The efforts of "P Anta" were not in vain. Through 6 years, it raised its status in the minds of consumers a little bit. In September 2011, in the "2011 China brand value list", which was selected by Interbrand, the internationally renowned brand strategy consultancy company, Anta rose 4 places than the previous year, ranking seventeenth, surpassing Lining as the top local sports brand for the first time. In November last year, Anta ranked 24 in the 2013 China brand value list with 7 billion 37 million yuan brand value, and became the most valuable sports brand in China for third consecutive years. < /p >
< p > Zhang Tao, vice president of Anta, told commercial value reporter that "Anta can achieve such a result without social care and consumer support. Large enterprises must shoulder heavy responsibilities." < /p >
< p > in early 2013, under the coordination of Ding Shizhong, the Chinese Olympic Committee, Anta, champion fund and Samaranch sports development fund set up an Olympic public welfare < a href= "http://www.91se91.com/business/" > cooperation < /a > 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. < /p >
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Besides P's cooperation with the Chinese Olympic Committee, apart from adding value to its own brand, another major advantage is that Anta's public welfare activities are 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. < /p >
< p > < strong > not only promotes CSR, but also understands market < /strong > /p >
< p > 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". < /p >
< p > Zhang Tao told business value reporter: "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. " < /p >
During P's short stay in Xining, Ding Shizhong did not care about the exhaustion and altitude reaction of the trip, or took time to patrol 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 had sold its basketball a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" products, which was endorsed by its top NBA stars, and the product sold to a low price of 399 yuan, creating a precedent for the sporting goods industry. < /p >
< p > "even if we donate more equipment and funds, it is impossible to help all the people 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. < /p >