"Gold Resources" To Integrate Anta Into Sports Marketing Master

In the world class comprehensive sports competition of Inchon Asian Games, Anta has once again emerged from many sports brands and become the biggest winner. Recently, the seventeenth Asian Games opened in Inchon, South Korea.

As the leading brand of the domestic sporting goods industry, Anta not only creates the award dress for the Chinese sports delegation, the champion dragon clothing, but also Anta holds the resources of the 24 national teams of the five sports management centers, such as water, gymnastics, throwing softness, boxing, TAE and so on, which makes the Anta element and logo shine in the major competitions of the Inchon Asian Games, and has played the leading role in this Asian Games.

In fact, Anta's eye-catching performance in this Asian Games is just a microcosm of the sports brand competition in China.

According to the insiders, although the main sponsor of the Inchon Asian Games has invested heavily, Anta's marketing momentum far exceeds other brands, no matter from the field or on the sidelines, especially in the mainstream media such as CCTV and Tencent.

In this sense, Anta is the biggest winner of this Asian Games in Inchon.

From training uniform, match suit to award dress, Anta is attacking in all directions.

From the London Olympics to the Winter Olympics in Sochi and then to the Nanjing Youth Olympic Games, Anta has become the focus of its brand with every Chinese athlete's title.

At this Asian Games, Anta continued the marketing strategy. Before the Asian Games, it released the dragon clothing of Inchon Asian Games champion. The core elements still continued the London Olympic Games and the concept of "dragon" since Sochi Winter Olympic Games.

"Anta has always focused on the Chinese sports market and Chinese sports resources in the core position of the enterprise strategy, which is the key to ensure Anta's leading position in China's sporting goods industry."

Ding Shizhong, chairman and CEO of Anta's board of directors, said that through the combination of Chinese sports and such a huge brand structure, Anta hopes that the vast majority of Chinese consumers will be able to directly associate Chinese sports with Anta.

Prior to this, Anta signed the Gymnastics Center and the wrestling center in succession, gathering 24 national teams of five sports management centers such as winter, water, taekwondo, gymnastics, and wrestling.

At the Asian Games, these five sports management centers made up nearly 1000 athletes.

In addition to providing the national team members' match clothes and award dress, Anta also provides their living equipment and training equipment.

In Asian Sports Village, training venues, Anta's element is also particularly dazzling, and built a brand's permeable marketing.

"For example, the weightlifting shoe we provide for athletes is a shoe that can withstand tonnage weight.

The material and production requirements of this shoe are very high.

We hope it can also bring good results to athletes. "

Zheng Jie, President of Anta brand, told reporters.

In addition to infiltration in the arena, Anta also actively seized the commanding heights of communication.

During the Asian Games, Anta and CCTV reached five strategic cooperation projects to achieve the Asian Games reporting column. The CCTV reporters of the Asian Games were all interviewed in Anta clothing, and they also interviewed the athletes with the columns of "Fengyun" and other columns.

In the network channel, Anta chose to join hands with Tencent, set up Anta front Studios on the Asian Games site, give special coverage to athletes, relay athletes' experience and champion's life, and deliver them to domestic netizens in time.

What is more worth mentioning is that Anta has also innovated a new marketing mode and channel. Taking the "Prince of gymnastics" as the protagonist, Zou Kai has taken a micro film to spread the Internet virus.

The micro film was launched on the Internet for only one day, and the clicks exceeded two hundred thousand. It caused the repmission of many video media such as Tencent, potatoes, Sohu, Youku and so on, and gained good reputation and praise.

As we all know, sports resources are the most concerned resources of sports brands. All sports brands want to get the best sports resources, but the advantages of resources are too few to satisfy all enterprises' needs.

Today, when sports resources have been fully marketed, we must take advantage of resources and only spell the strength of enterprises.

In the early August,

The first half of 2014 was released.

Anta's operating income was 4 billion 120 million yuan, an increase of 22.4% over the same period last year, and the profit attributable to shareholders was 803 million yuan, an increase of 28.3% over the same period last year.

In recent years, Anta's annual cash flow is around 5 billion, which is Anta's strong foundation to seize the high-end resources.

"The pfer and division of sports resources will inevitably affect the changes in the industry pattern. Through the reshuffle of sports resources in the past two years, Anta has steadily occupied the first place in China's sporting goods industry."

According to the insiders, for Anta, it is more desirable to associate Anta brand with Chinese sports around the identity of the Chinese Olympic Committee's partner.

"Becoming the sports brand representing China's sports is Anta's ambition."

The above said.

And at this Asian Games, it is also a great training of Anta in resource integration and application.

With so many resources on hand, so many national teams, so many rights and interests, Anta's Asian Games marketing has been able to handle well, while realizing the high-density brand exposure, it has conveyed the brand spirit that never stops to consumers. This is another classic case in the history of sports marketing.