Crisis Public Relations, Anta's Desperate Rebirth

In 2014, for Anta Group, it is a year to celebrate. In August 4th, Anta dug Lining's "nest" and signed the Chinese gymnastics. In October 13th, Anta became the official market partner of NBA, which made him unable to sleep. In November 25th, Ding Shi, chairman of the board of directors of Anta, was awarded the title of "builder of the cause of socialism with Chinese characteristics". However, at the end of 2014, a report titled "Cai Junwei, the former director of Quanzhou's State Taxation, was arrested, and Anta CEO Ting Shi Zhong fled", but it made Anta face up to the situation like the most cold air attack. Anta shares suffered a heavy setback and stopped trading at 10:20 on December 4th.

From the "Anta storm" that has just passed the past day, the progress of crisis public relations, which was Prelude by the false news reports of the media, was unexpected. The Anta group's performance in the handling of the crisis has not only slowed down the cold wave, but also Anta (02020) resumed this morning.

Let's take a look at the Anta group's crisis public relations.

First, deal with crises in a timely manner.

After the incident, Anta group quickly launched the crisis response procedures. At 10:20 on 4 th, Anta sports announced. Shares At the same time, at the noon of 12:55, Anta sports issued a notice at the WeChat public account and official micro-blog, denied that Ding Shizhong involved in the incident that Mr. Cai Junwei, the former director of the Quanzhou State Administration of Taxation, took to the office as usual, and urged the news media to report accurately, and reserves the right to take legal action against any false reports.

Anta group quickly cleared up the mess from the chaos caused by the crisis, and put a positive attitude into the crisis management to win enough initiative and understanding to the public and the media.

Second. The main voice of the event.

Shortly after the announcement of Anta, the public opinion began to change its direction, and it was no longer misleading false reports. At 15:31 in the afternoon, Anta CEO Ding Shizhong updated a friend circle message, forwarded the relevant clarification PR of Anta company, and issued a text message: "... From yesterday till now, many friends call to care, thank you again! I am very good. Everyone should drink tea! "

Ding Shizhong's voice not only clarified the incident, but also provided psychological support to the public, and showed the determination and strength of Anta to deal with the crisis.

Third, rational use of media

The incident was reported by an overseas registered mainland media, "Bo Xun". The media, which often produces negative news, is well known in the circle's "black history". In order to prevent further spread of rumors, Anta has grasped the hand of conscience media and skillfully shifted public attention to its own brand, so that news has made a conscientious report for its own event forwards, lobbyists, and many media according to the facts investigated.

An accident can not hurt Anta.

What is the bottom line?

Affected by the adjustment of industry in recent years, the days of sports brands are not so good. But in the environment of industry differentiation and reshuffle, Anta has become the first to restore vitality with the successful implementation of the "retail transformation" strategy. From its performance, as of June 30, 2014, Anta's operating income was 4 billion 120 million yuan, an increase of 22.4% over the same period last year, with net profit of 803 million yuan, an increase of 28.3% over the same period last year. Sports goods In the past ten years, Anta has successfully developed more than 40 national patent technologies, and with the strong support of technology, it has broken the "magic spell" of monopoly of professional sports equipment by foreign brands, and is expected to catch up with ADI and Nike in the future.