• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    How Does Anta Become A Leader In A Sluggish Market?

    2016/5/11 15:27:00 78

    AntaMarketDownturn

    In recent years, China's clothing market has come to a low tide. However, Anta, our sports brand, can break through the difficult position and become the leader in the brand in such an environment.

      

    The first is focus, that is, COC rights (award dress).

    Anta

    Champion dragon clothing for the Chinese Olympic Legion.

    Anta is shoes and clothing business, so of course focus on shoes and clothing.

    I have always believed that the communication theory of traditional classics is meaningful. No matter what assets you use to hold it for you, the relationship between this asset and you is necessary. There are two things about communication and brand that will never go out of date, that is, relevance and originality.

    For the first time, Anta made a dragon suit for the Chinese Legion at the 2010 Winter Olympics in Vancouver. Then it arrived at the London Olympic Games in 2012, followed by the Winter Olympics in Sochi in 2014. This year, we also made a dragon suit for the Rio Olympic Games.

    This is a very important event. We also spent a lot of efforts in public relations. We did a lot of cooperation with quite a number of media. Most importantly, we did a very important column cooperation with CCTV.

    The second is subversion and cross-border marketing. In the 2012 London Olympics, Anta joined hands with several brands to do something.

    In the 20 national Hilton Hotel lobby, the Olympic champion's award dress show; the 380 Olympic Procter & Gamble center of Procter & Gamble in China, the first time to show the Chinese delegation's Champion Award dress, consumers can take photos and participate in the Procter & Gamble products designated for the lucky draw to the dragon clothing; the logo packaging of the Olympic packaging products of illic acid milk, Anta's logo promotion, participate in the Olympic award dress raffle with the packaging sequence code; the cooperation of the awarding clothing in the more than 1500 stores of McDonald's; the salesmen, promoters, shopping guides will wear Anta's clothes, and every McDonald's shop will make a lucky draw to send the Anta Champion Award dress.

    The third is efficient and instant marketing. The Olympic demand for speed is very high. Anta is a content team of more than ten people. Basically, it stays up all night, capturing the information of the arena all the time, and then according to a large number of pre prepared content, such as winning the championship, losing the game, and retiring, and so on, we can seize the time to complete the marketing, which may be valid for half an hour.

      

    The fourth is depth, the cooperation of authorized commodities.

    Champion dragon suit

    It is a very important part of our commodity cooperation. After that, we also have a lot of cooperation with COC.

    Through the promotion of core products such as online award dress, the sales of terminal COC products will be promoted, and the relevance between Anta and the Olympic Committee will be reflected. It will continue to represent China and enhance its brand image.

    The fifth point is media cooperation, voice + innovation. Anta's feedback effect on CCTV's cast is very satisfactory. First, the rate of achievement is very high, usually excessive.

    During the Winter Olympics in Vancouver in 2010, we put 4 TV advertisements on the Winter Olympic sparks, documentaries, and event marketing on CCTV-1, CCTV-5 and other channels. Among them, Shen Xue and Zhao Hongbo took the first place in figure skating. We promptly replaced Shen Xue / Zhao Hongbo in the CCTV-1, CCTV-5 and CCTV-7 marketing advertisements, which impressed the audience deeply.

    During the London Olympic Games in 2012, we had innovative cooperation with CCTV: first, the theme is hard and wide, and we use Anta's new and old signing resources in CCTV, which embodies the essence of brand representing the essence of Chinese sports, passing on the spiritual connotation of endless and glorious inheritance. Two, it is a golden moment to win gold medal. Every time we win the Dragon wear, we use the cooperation with CCTV and use every Olympic hero to speak for Anta.

    In 2014 Sochi Winter Olympics, Anta and CCTV customize "

    Heartbeat moment

    "Project" was launched in CCTV-5 at high frequency, displaying Anta award dress.

    "Heartbeat time" is a very interesting column. It is not the same as the traditional Olympic column. For the first time, it showed the beauty of ice and snow sports to all Chinese.

    After the Winter Olympics in Sochi, Chinese people really began to focus on ice and snow sports. In recent years, we can see that many children in Beijing have started playing ice hockey. Ice and snow sports will become a new sport in the future of the country, and it is also worth watching and investing.

    To sum up, there are several important things in Olympic marketing: first, choose the right platform; Olympic marketing is actually IP marketing; second, it is necessary to conform to the actual situation, find the right marketing and communication cut in view according to the brand's foothold and category characteristics; third, it is necessary to create strong content by brand itself.


    • Related reading

    Zheng Xiukang: Determination Of A Fire To Revive Wenzhou Shoes

    Successful case
    |
    2016/5/3 10:07:00
    104

    Liu Has Said That Fast Selling Will Become The "World First" Fashion Group.

    Successful case
    |
    2016/5/2 14:47:00
    47

    How Can GU Win The Content Marketing Ship?

    Successful case
    |
    2016/5/1 14:40:00
    30

    Zara Founder Ortega Clothing Store Apprentice Counterattack

    Successful case
    |
    2016/4/29 10:58:00
    46

    Tips For Fast Upgrading Clothing Brands

    Successful case
    |
    2016/4/27 22:29:00
    27
    Read the next article

    The Birth Of New Balance Will Make The 110Th Anniversary Classics Again.

    Unconsciously, the New Balance brand has been born 110th anniversary, and New Balance group will choose to make the classic style again in this year.

    主站蜘蛛池模板: 亚洲一区二区视频在线观看| 国产高清在线精品二区| 久久精品人人槡人妻人人玩AV| 北条麻妃一区二区三区av高清| 樱桃视频直播在线观看免费 | 久久精品中文字幕| 丁香婷婷激情综合俺也去| 2016天天干| 欧美日韩国产精品综合| 国产高跟踩踏vk| 亚洲国产精品久久人人爱| 香蕉在线精品视频在线观看2| 欧美性生恔XXXXXDDDD| 国产精品成人无码免费| 亚洲乳大丰满中文字幕| 亚洲人成网男女大片在线播放| 狠狠干中文字幕| 在线播放免费播放av片| 亚洲电影在线看| japanese日本护士xxxx18一19| 福利视频导航网站| 在线观看国产精美视频| 亚洲欧洲日产专区| free哆啪啪免费永久| 最近的中文字幕视频完整| 国产天堂亚洲精品| 久久人人爽爽爽人久久久| 美女隐私免费视频看| 孩交videos精品乱子豆奶视频| 俺去啦在线观看| 69视频免费观看l| 欧美18性精品| 国产乱人视频在线观看播放器| 中文字幕在线观看亚洲视频| 精品一区二区91| 国模吧双双大尺度炮交gogo| 亚洲区小说区图片区qvod| 韩国精品欧美一区二区三区| 成全影视免费观看大全二| 伊人色综合视频一区二区三区| 88国产精品欧美一区二区三区|