Anta'S "Bottom Hunting Ambition": "The Core Sports Teams Are All Targets."

< p > < a > href= > http://sjfzxm.com/news/index_f.asp > > Lining < /a > the widening deficit or the important reason for ending the 23 year history of gymnastic sponsorship > /p >

< p > August 4th, Anta sports announced that it will become a partner of the State Sports General Administration gymnastics management center.

Prior to this, Lining and gymnastics team cooperated for 23 years, the signing of the Gymnastics Hall, still hung Lining and others champion, the champion was sponsored by Lining.

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Zhang Tao, vice president of Anta, said in an interview with the twenty-first Century economic news reporter. "As a partner of the Chinese Olympic Committee, replacing Lining's Gymnastic Center is a strategic move for Anta to actively expand the important sports resources of the Chinese Olympic Committee and enrich the brand appeal for representing the essence of China and the representative body."

The cooperation with the gymnastic team is the "package cooperation plan". This is the plan to help Anta knock on the door of the Gymnastic Center.

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< p > Gymnastics Center Director Luo Chaoyi also said that compared with previous cooperation with Lining, the cooperation with Anta is wider and deeper than in the past.

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< p > > a href= "http://sjfzxm.com/news/index_f.asp" > Zhang Tao < /a > revealed that the first stage of cooperation with the Chinese Gymnastic Team exceeded one cycle (four years), and whether we should continue to cooperate in the future will be discussed again.

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< p > < strong > Anta snatch core sports team < /strong > /p >

< p > last December 31st, Lining's contract with the Chinese gymnastics team expired.

Many sports brands have joined the scramble for resources.

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"P", "at the beginning of this year, Anta began to contact the Chinese gymnastics management center, and finally moved the gymnastics team with a package of cooperation plans."

Zhang Tao said.

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< p > it is understood that the comprehensive strategic cooperation reached by Anta and gymnastic management center not only includes professional competition suits and training suits for gymnastic, rhythmic gymnastics and trampoline sports teams, but also participates in series activities such as "gymnastics into the campus" and "happy gymnastics" to promote gymnastics development, cultivate Gymnastics Reserve forces, and enhance the influence of Gymnastics in the national fitness business.

Such a cooperation plan looks more extensive than Luo Chaoyi's previous cooperation with Lining.

"We think gymnastics is national fitness and group sports."

Zhang Tao said.

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< p > gymnastics is one of the most important events in the comprehensive sports events such as the Olympic Games and the Asian Games. It is also known as the "father of sports".

Gymnastics is also the traditional advantage of the Chinese legion, which is very tempting for Anta.

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< p > "we are the partners of the Chinese Olympic Committee and are very familiar with the important assets of the Olympic Committee. And Anta has always been aiming at the core sports team resources."

Zhang Tao said, "the Chinese gymnastic team is definitely not the last one, and will continue to talk about it in the future. The core sports teams are all goals."

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< p > as a partner of the Chinese Olympic Committee, Anta has also fully cooperated with the water sports management center, the winter sports management center and the boxing Taekwondo management center, providing professional competition clothes and training clothes for all the national teams under the command of all the centers.

At present, there are 16 national teams working with Anta, plus 3 of the gymnastic team, and the national team of Anta has reached 19.

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"P," CEO, Zhang Qing, said in an interview with reporters that Anta has been emphasizing the image strategy of "representing China" over the years. Signing the core sports team is one of its ways, and the correlation degree will be higher.

But from now on, signing the Chinese gymnastic team will boost confidence for Anta's channel providers, but whether it can directly affect consumers still depends on the time. "What Anta needs to do now is how to make the brand impact first from the first achievement".

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< p > < strong > < a > href= > http://sjfzxm.com/news/index_z.asp > > Lining < /a > pformation test < /strong > /p >

< p > for Lining, Anta's intervention marks the end of its relationship with the Chinese gymnastic team, which has been working together for more than 20 years.

Lining told reporters on twenty-first Century economic report that after the group's strategic choice, the company decided to abandon the 2014-2017 years' strategic cooperation partner of China National Gymnastic Team's sports equipment.

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< p > "in China's sports marketization and tremendous changes in the consumption environment, it is no longer possible to rely on a simple sponsorship strategy. Li Ning Co is determined to lock in the core sports category and focus on the five core sports of basketball, running, badminton, training and sports.

Under the guidance of this strategic choice, Li Ning Co has broken through the strategy of purely sports sponsorship, and embarked on a new stage of sports marketing, event experience, product experience and retail experience.

Li Ning Co said.

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< p > 23 years, the birth of 57 Olympic champions and world champions, 98 gold medals, this traditional superiority item, although Lining is not painful, but it is unavoidable heartache.

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< p > < strong > an industry insider said that Lining gave up this time or was related to its operating pressure.

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< p > Lining issued a profit warning notice that as of June 30th, the company's first half loss is expected to expand from 184 million yuan in the same period last year to no less than 550 million yuan, of which the net sales loss was 300 million yuan.

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< p > Lining has been declining for three consecutive years.

As early as 2012, Lining began to pform herself to save herself. He announced the "channel revival plan". Li Ning Co executive vice president and CEO Jin Zhenjun also said publicly at the press conference last year that "the most difficult period has passed". However, Lining's performance has not changed as planned, but the deficit has continued to expand.

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< p > Zhang Qing said that Lining has been carrying out step by step in accordance with its plan since 2012, but the long-standing abuse has been long, but the reform is not overnight. It is hard to see the results in the short term.

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< p > and for its core resources such as basketball, Zhang Qing said Lining got many basketball resources, including CBA, signing Wade, sponsoring the junior high school league and so on. There are plenty of resources, but the integration effect can not appear immediately, and it will take a while to show it.

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< p > however, Lining's offer of Anta to Anta and Wade had also raised questions about it. It was questioned whether the price of 2 billion would be enough for Lining, who was badly in need of reform, and whether the return was enough.

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< p > an industry insider told reporters that the Wade China bank, which attracted fans' attention in 2013, will not make a trip this summer. "Lining lacks relevant cost support and budget reduction".

Prior to Lining's foreign press conference, Wade did not show up.

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< p > 2013, Lining realized 5 billion 824 million yuan in revenue and a loss of 390 million yuan.

Anta earned 7 billion 281 million yuan and made a profit of 1 billion 315 million yuan.

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