Anta: Brand Culture And Olympic Spirit Help Boost 100 Billion Flights

After last year's revenue breaking billions of dollars, Anta And set foot on the track of 100 billion runway. On this road of "never stopping", Olympic marketing is undoubtedly the key strategy of Anta.

Whether it was the initial star strategy, or the eight years of the Chinese Olympic Committee, and the recent Rio Olympic champion dragon suit and the provision of match equipment for more than ten national teams, Anta tried hard to put it into practice. brand The combination of culture and the Olympic spirit, through the successful Olympic marketing, will continue to move towards the goal of 100 billion.

This year is the Olympic year. When the contest comes, the marketing campaign of sports brand will also arrive on schedule. Recently, the "leader" Anta also launched the first Olympic strategy of them. As a partner of the Chinese Olympic Committee, they released the award equipment of the Chinese delegation in June 29th. Champion dragon suit "And released Rio Olympic equipment for gymnastics, trampoline, weightlifting, judo, boxing, taekwondo, rowing, canoeing, water polo and other ten national teams.

Mr. Li Yingchuan, assistant director of the State Sports General Administration and vice chairman of the Chinese Olympic Committee, Mr. Ding Shizhong, chairman of the board of directors of Anta Sports Products Limited and Mr. Ding Shizhong, chief executive officer, handed over to the 2016 Olympic Games Chinese delegation.

Zheng Jie, President of Anta Sports Products Limited brand, said that Anta has formulated a series of marketing and promotion plans for the Rio Olympic Games. Stores, outdoor, TV, graphic, Internet and new media are all marketing channels for Anta. Anta will disseminate its brand image and ideas through various ways of communication and Olympic Games.

In fact, Anta has always been a leader in Olympic marketing. Since the beginning of the 2000 Olympic Games in Sydney, there have been marketing campaigns in every Olympic Games. Over the past ten years, we have come to comb the contents of Anta's previous Olympic marketing. Let's take a look at the Anta sports marketing and what dimensions are we going to carry out during the Rio Olympics?

　　 Marketing review of Anta Olympic Games

In fact, speaking of Olympic marketing, Anta is definitely the leader in its field. In the 2000 Sydney Olympic Games, Anta spokesperson Kong Linghui won the men's singles championship in one fell swoop, making Anta a household name brand, and for the first time made the first achievement in the comprehensive market share of the annual sports shoes market.

In 2008, at the Olympic Games held at the gate, Anta launched a series of Olympic advertising series, Olympic gold medal series and Olympic future series of Olympic advertisements, focusing on the packaging of athletes. The chicken soup made by athletes has become the brand story of Anta, and has also brought about a substantial increase in sales volume.

In 2009, Anta officially became the official partner of the Chinese Olympic Committee, followed by the introduction of the concept of "champion dragon clothing". After that, Anta joined hands with the Chinese sports delegation to compete for more than 30 international competitions such as the Winter Olympics and the Asian Games, and provided a full set of award equipment. Long term investment has brought a lot of results. According to the data, after the London Olympic Games, Anta exceeded Lining to become the first local sports brand.

　 (2012) comparison of Anta brand indexes before and after Olympic Games

The Rio Olympic Games is coming in 2016. It is a very important stage for Anta, whose revenue last year broke tens of billions and aims at 100 billion yuan. In the eighth years of becoming the official partner of the Chinese Olympic Committee, they want to make further progress in Olympic marketing.

In recent years, many sports brands have changed their development strategies, competing for the layout of the sports industry chain, while the "leader" Anta has remained unmoved, still concentrating on the traditional sports shoes and clothing manufacturing industry, and has made the most comprehensive planning on the Olympic marketing battlefield. In this regard, Anta Sports Products Limited brand President Zheng Jie said that Anta still insists that all the success stems from perseverance and dedication. In the next ten years, it will still take every pair of shoes and clothes as its responsibility. This kind of craftsman spirit and spirit of creating professional equipment should be used for the products and services of every mass sports player.

Anta's Rio Olympic marketing strategy

Release "dragon clothing" to help the Chinese Legion "break"

In June 29, 2016, Anta hosted the Chinese sports delegation's award equipment launching ceremony at the Beijing water cube, and released the Rio Olympic "champion dragon suit". Many Olympic champions such as Guo Jingjing, Zou Shiming, Wang Hao, Wu Jingyu, Lv Xiaojun, He Wenna, Zhang Chenglong and so on came to the press conference. At the same time, they appeared with the champion at the same time as Anta's Rio Olympic Games equipment for gymnastics, trampoline, weightlifting, wrestling, judo and other dozen national teams.

　 New theme: "go and break!"

According to Zheng Jie, President of Anta Sports Products Limited brand, Anta will provide training equipment for 10 national teams to support their performance. The theme of "breaking down" encourages athletes to break the monopoly of their opponents, break others' records, and write their own legends.

New design: China Wind + fashion "shadow dragon"

Fashion designer once said, "I want every woman to bloom freely like Epiphyllum" Masha Ma is the design consultant of dragon clothing. According to her introduction, the core concept of the whole garment is dragon totem, supplemented by neon lights and paper cutting art, which is both dazzling and throwaway.

New material: breathable, waterproof and environmentally friendly.

In fact, in addition to the technology of the conference, the champion dragon clothing itself combines the latest technology developed by Anta. Since Rio is located in Brazil, South America, it often rains in summer. Therefore, breathability and waterproofing functions are listed in the first place. Stickers, special water repellent technology, inner material xylitol cold feeling processing technology are installed in every corner of dragon clothing.

In addition to black technology, the material of the award dress comes from DuPont bio renewable energy polyester fiber environmental protection material. Warp uses recycled fiber made from coke bottle, and weft comes from Sorona (R) fiber modified by biotechnology. The entire fabric production process, the use of recycled water, the use of energy-saving dyeing technology, fluorine free environmental protection resin, solvent free composite process of low carbon and environmental protection production, in line with the concept of environmental protection in the world today.

　 New technology: launch of VR

Through Samsung Galaxy S7 edge smart phone and Samsung Gear VR experience version, the new virtual reality technology was applied by Anta in the press conference.

Why do we need to choose the form of VR? Zheng Jie, President of Anta Sports Products Limited brand, said that the new technological progress can always promote the development of the times. Anta has always put technological innovation in the important position of enterprise development.

He also gave an example: not long ago, Anta and Foxconn jointly launched intelligent running shoes, and launched the APP. The intelligent running shoes were equipped with high-tech chips to connect with Anta running APP. Scientific means of running, running posture monitoring and social interaction were realized by means of science and technology. It helps runners to participate in running. I think this is also a good example of our emphasis on science and technology. We believe that the combination of sports and technology can bring a better sports experience to our wide audience.

Promoting fitness for all and disseminate the Olympic spirit

In the two Olympic cycle of the Chinese Olympic Committee, Anta has been strongly supporting the development of China's sports industry, spreading the Olympic spirit, and deeply participating in the promotion of the Olympic movement in China. Through many activities such as the National Fitness Day, the sunshine sports festival, the Olympic day long run and the Olympic Games athletes' public welfare service, Anta has provided the general public with the opportunity to feel the Olympic spirit and culture in person. To a certain extent, this helped Anta's own brand strategy evolve.

In June 19, 2016, in the thirtieth Olympic Day of the Chinese Olympic Committee, Anta released the first intelligent running shoes and launched the running APP accordingly. In October of last year, they entered the football field. The strength of these market segments reflected the continuous layout of Anta in the national fitness program.

In an interview, Zheng Jie, President of Anta Sports Products Limited brand, said that in addition to issuing champion dragon clothing and training equipment for national teams, as a popular brand for the general consumer, Anta will consider the size of the market and the Anta brand's public positioning. It will also continue to enter the specialized subdivision sports market through the acquisition of brands.

Comprehensive marketing and promotion

With the successful experience of previous Olympic Games, Anta formulated a series of marketing promotion plans for the Rio Olympic Games, including marketing outlets for outdoor stores, outdoor, TV, graphic, Internet and new media. At Rio Olympics, Anta will disseminate its brand image and ideas through various ways of communication and Olympic Games.

Since the introduction of the "guiding opinions on accelerating the development of sports industry" in 2014, China's sporting goods industry has warmed up, and Anta's revenue has broken tens of billions. The upcoming Brazil Olympic Games is the first Olympic Games since the State Council issued the 46 document and put forward the 5 trillion market target. It is giving birth to the Olympic economy that is in full swing. Whoever can do well in Rio Olympic marketing will take the lead in the Olympic Games.

At present, Anta, which combines the brand culture with the Olympic spirit, is making steady progress in its Olympic marketing. The brand spirit of "never stop" and the Olympic spirit of "faster, higher and stronger" will surely help them gain some advantages in the brand competition.

Anta is still focusing on the garment manufacturing industry in the spirit of craftsmen. For Anta, who wants to conquer 100 billion goals, Rio Olympics is definitely a battle that must be won.