Inchon Asian Games Marketing Anta Will Never Stop And Seize The Opportunity Successfully.

Spanning such high points and difficulties is not only the resource integration and comprehensive strength of sponsoring enterprises, but also the test of brand connotation.

The effective integration of many marketing systems such as interest and channel promotion requires the help of strong media communication linkage to achieve consumer interaction and maximize the marketing value.

From the London Olympic Games in 2010 to the Winter Olympics in Sochi, Anta went to the Inchon Asian Games in 2014 and achieved "never stop" in the marketing of large-scale comprehensive events. It has achieved continuous leaps and bounds and is becoming more mature and steady.

The mature Anta has fully grasped the opportunity of the Asian Games marketing from three aspects. Generally speaking, it is "totem", "professional" and "network coverage".

Create Totem

Champion dragon clothing is Anta's core interest in sponsoring the Chinese sports corps as a partner of the Chinese Olympic Committee. It is the commanding height of Anta's brand appeal in recent years.

This time, on the Asian Games in Inchon, Anta continued to inherit the main marketing pulse of its champion dragon clothing.

When the Asian sportsmen dressed in dragon clothing stood on the podium again and again, the bright five-star red flag and the athletes' red and yellow champion dragon clothing were mutually reflected. The loud and clear national anthem was infected again and again, stirring the hearts of the audience.

Focusing on Asian Games

There is no scattered reporting resources, and a large number of reporting groups have been dispatched to the front line of the Asian Games.

With the help of CCTV-5's "wind and cloud" program and the interview in front of the studio, the Asian Games champions, who are familiar with or with new faces, live up to the audience's horizons, understand the stories they are rarely known to, and feel their actions in and out of the game.

The bright and colorful champion's dragon clothing, which they are wearing, once again catches up to the audience's eyes. Accompanied by these champions' vivid personal images, the dragon clothing is deeply rooted in the audience's heart.

Every day, Anta uses CCTV5's official micro-blog to interact with the majority of netizens. "Anta express" broadcast the image of the Asian Games champion, who is wearing the Anta award dress award, and uses the award dress as an incentive to arouse great concern and interaction.

Establishing brand association is the core mission of enterprises in sports marketing.

Taking dragon clothing as the main line, presenting high points in all previous large-scale comprehensive events, and constantly bringing forth new ideas, making it one of the symbolic elements of China's sports spirit, and it has also become a new brand totem created by Anta.

Inchon's Asian Games make the totem image of champion dragon clothing once again pushed to an unprecedented height, and it will also create new business myths.

Molding specialty

The Inchon Asian Games, apart from the identity of the Chinese sports delegation, also extended the sponsorship of 24 national teams of the five major sports management centers, such as water sports, gymnastics, wrestling, boxing and Taekwondo.

It is fair to say that most spectators of large scale comprehensive events have focused on the championship awarding clothing. The brand has enough exposure in the media. Why should we extend the sponsorship of so many sports teams?

In fact, the clothes provided by these national sports teams have some common characteristics: they have very high comfort and comfort, high elasticity and breathability and muscular support, excellent appearance design, and also require exquisite material of fabric and tailored tailoring.

The essence of sponsorship of Anta's competition clothing is to embody the sense of technology and innovation, and become the combined boxing with champion dragon clothing. The former focuses on sports function while the latter focuses on the spirit of appealing.

In just a month after issuing the sponsorship of the Chinese gymnastic team, Anta set up a professional equipment system for the Chinese gymnastic team, which helped the gymnastic team win another outstanding performance in the Asian Games.

The tonnage shoe designed for the Chinese weightlifting team is also a highlight of technology.

Sports marketing, which only pursues media exposure, must not be the best sports marketing.

Only when brands or products are truly integrated into sports, can they provide guarantee for the development of sports themselves and create new values, so as to truly create true beauty.

Through professional quality, we can shape the mature technology quality and innovation ability of enterprises.

Network coverage

It has to be said that the maturity and wisdom of Anta in sports marketing are also reflected in the media cooperation of the Inchon Asian Games.

Before the CCTV Asian Games coverage plan, Anta and CCTV reached a strategic partnership agreement. The CCTV Asian Games front reporters and the appearance reporters were all wearing Anta brand equipment. During the Asian Games, CCTV broadcast daily promotional videos, and there were hundreds of broadcast.

Tencent, another partner of the Chinese Olympic Committee, has implemented joint marketing to seamlessly connect the resources of the network.

The front studio, the rear new media terminal brand advertising, the depth of program content implantation and the shooting and broadcasting of micro films, and build the content of the network digital communication space of Anta Inchon Asian Games integration.

"Network convergence" is the inevitable trend of the development of traditional media and new media. In the Anta Asian Games marketing media matrix, it occupies the most authoritative and important two terminals of TV station and Internet, and achieves the maximum combination coverage.

Winning three games is not a natural achievement.

This Inchon Asian Games marketing point of view, Anta has no longer ten years ago when the brand grew into a panic at the time of examination, there is no longer a large-scale comprehensive sports meeting rush to deal with, but fully reflects a sports brand mature self-confidence and skilled skills, marketing seems to be hand in hand, the atmosphere is vigorous, long sleeve dance, quietly walking in the forefront of sports brand marketing, representing the whole industry strides forward.

"Never stop" is attitude and action.