Anta Sports Marketing War Is Full Of Aggressive.

very Shoes and clothing Three minutes of marketing, the core sponsorship of sports marketing market competition, Anta sports nearly six months since the action can be very aggressive.

After finalizing the strategic cooperation relationship with the Chinese Olympic Committee for 8 years, in August of this year, Anta won the sponsorship of the Chinese national gymnastics team for four years, with the annual sponsorship amount of up to 40 million yuan.

According to the news that the reporter has recently obtained exclusive information, after running to Lining's "home stadium" to win the sponsorship of the gymnastics project, Anta is likely to go to another city in the coming month, and win the heavy project in basketball sponsorship.

"Cooperation with gymnastics team, Anta always wants to win. Lining It is not something we should care about, sir, and whether Li Ning Co sponsors gymnastics.

In September 24th, Zheng Jie, President of Anta brand, responded in an interview with the twenty-first Century economic report that Anta is now cooperating with 24 teams from the 5 sports management centers, and hopes to win all the major sports events, including three balls, in the future.

With the Hong Kong shares listed on the sports shoes and clothing merchants, before Lining, 31st degree and other famous companies were tired of sports sponsorship, the results of a huge loss of precedent, why Anta's sponsorship efforts to choose not to fall or rise?

"Products that are highly associated with sponsorship and consumption habits will be further linked in the design and marketing process, and there will be no financial crisis as a result of sponsoring a particular project." Zheng Jie told reporters that regardless of who was in the past, the most important thing is to do well in the layout of the brand's present and future.

Sports marketing campaign

From the beginning of the Winter Olympics in Sochi to the Inchon Asian Games in full swing, and the World Gymnastics Championships to be held in Nanning, Guangxi in from October 3rd to 12th, Anta and the whole Fujian Jinjiang sports shoes and garment enterprises have been fighting all along in a marketing war.

2014, as another summer event outside the summer Olympic Games, the sports marketing competition of local enterprises has also entered a climax.

In particular, after replacing Lining's sponsorship of China's gymnastics team, Anta will debut in Lining's stronghold for the first time. The competition among local industry giants is at a stretch of Nanning.

Turning to this series of attacks, Zheng Jie explained to the economic news reporters in twenty-first Century that the company first signed the water management center and the winter management center. These two centers have brought a lot of help to Anta's brand promotion at the entire Olympic platform and the Chinese Olympic Committee level. Since then, Anta has signed a contract with the boxing Taekwondo center and the wrestling center.

"For Chinese people, gymnastics has a high degree of attention, and this project matches the brand strategy of Anta Volkswagen sports market." He said.

However, the risks and risks of Anta's harvest are closely related to the initiative of competitors. Previously, Li Ning Co's cooperation with China's gymnastics team lasted 23 years, and finally it was forced to give up for two or three consecutive years of huge losses. "Resources are not available for money, but more is coincidence." Zheng Jie bluntly said.

After replacing the Li Ning Co, Anta hopes to move the Chinese Olympic Committee with a package of gymnastics support plan, so as to identify the main direction of the future.

Zheng Jie said that the resources obtained by Gymnastics in China are not compatible with the positioning of the major sports, and all the factors affecting human, material and financial resources are. In addition to the state financial support for the elite strategy of gymnastics, Anta hopes to assist the Gymnastics Center in promoting the relatively grass-roots activities of "gymnastics into the campus". "By the end of this year, the two sides will have a complete framework."

And to cut into the three big ball marketing business, means that Anta will face Nike, Adidas's two giants. In this regard, Anta acknowledges that resources are relatively weak in this area, saying it will not sponsor star players, and is more likely to actively attack potential athletes.

Fierce competition with Anta Peak In recent years, sports have focused more on marketing in overseas markets. They have opened stores in Spain and sponsored the Serbia World Cup runner up.

Marketing investment drives sales returns

In fact, behind the smoky sports marketing campaign, it is actually the competition of financial resources of various enterprises. Today, Anta sports, which has absolute market dominance, is still uncertain about the development strategy driven by the comprehensive sponsorship of all kinds of projects.

In the first half of 2014, Anta's investment in sports marketing accounted for 10.8% of its total revenue, which included the purchase of sports resources and the related expenses of advertising and marketing. Lining's side was 19.4% (which was 1.2% in the same period), while XTEP and PEAK were 12.5% and 11.2% respectively.

Although the second tier Jinjiang sports brand input ratio is basically the same as that of Anta, the input cost of Anta is still on the high side under the difference of revenue volume. As of September 26th, the market value of Anta sports exceeded 37 billion 200 million Hong Kong dollars, exceeding the total market value of a number of enterprises such as Lining, XTEP, 31st degree, PEAK and so on.

To cope with the pressure of huge marketing expenses, Anta adopted a more stringent control fee standard in cleaning up inventory and reducing labor costs.

Financial data show that: in the first half of this year, the cost of staff in each department of shoes and clothing enterprises in Jinjiang accounted for 11.6%, which was more prominent than that of Lining 13.8% and PEAK 16.6%. In terms of average inventory turnover days, Anta's 59 day turnover period is much healthier than that of Lining (106 days), XTEP (94 days) and PEAK (87 days).

"This is the reason why Anta has recovered fastest in the most difficult period of the whole industry. This cycle of input and output requires patience, which usually takes two or three years to truly reflect performance. " Zheng Jie said.