Zhang Jike, A Member Of The National Table Tennis Team, Returned To Anta Today To Win The Olympic Games By Rio Malone.

From the commercial value point of view, Fu Yuanhui, who has not won the gold medal, has aroused the discussion of the whole nation, and is undoubtedly the biggest winner of the Olympic Games.

Fu Yuanhui's popularity is also reflected in the subtle pformation of Olympic marketing mode in Rio.

The rules of the game are being broken by billions of handheld screens.

Compared with the gold medal, it is obvious that people are more concerned about the happiness brought by the Olympic Games themselves, and are more willing to conduct a nationwide interaction for a topic, creating a hot topic after another.

Some people say that the biggest feature of the mobile Internet era is no interaction, no marketing.

In fact, as early as 2012 London Olympic Games, social media has been "emerging".

At that time, the international movement.

Give the domestic brand a vivid lesson.

In August 7, 2012, the 110 meter hurdle race, Liu Xiang fell to the ground and retired.

15 minutes later, Nike's official micro-blog was "out of hand". The picture was matched with text, and was pmitted by Internet users nearly 130 thousand times within 24 hours, and more than 26000 comments were received.

In fact, Olympic marketing is like sailing on the sea, so that we can grasp the direction of wind and sail smoothly.

This time, if Rio Olympic marketing also has a medal list, then Anta's loud slogan "to break" is definitely the best.

In August 9th, when Sun Yang won the 200 meter freestyle and responded to Horton with his achievements, Anta official micro-blog sent GIF maps and the word "victory is the fastest counterattack". It reads about 1300000 a day. In the Lv Bin incident of 10, Anta posted "questions that the fist can solve, please don't use power", with his tears kneeling to kiss the pictures of the boxing ring, the amount of reading that night was 2 million 30 thousand, and the number of pictures was more than 20 thousand.

Marketing events such as Anta did a lot, and let the industry exclaim that the Olympic marketing "too Anta", the level of its copywriting and the precise grasp of the focus events, have been directly pursuing BMW, Nike and other recognized event marketing experts, so that Anta's brand word of mouth is deeply rooted in people's hearts.

Zhu Minjie, senior director of Anta brand management center, believes that the Olympic marketing must not only win and gold medals, but more importantly, it is related to consumers.

"If you can't connect with the audience, users and consumers, you will lose your identity."

Therefore, from design to copywriting, Anta pursues strong language, language sense, Feel, and tries to enter the context of young consumers, avoiding preaching in language, but pmitting the core information that directly hits the heart and empathy.

Up to now, Anta's "go to break" micro-blog topic has read 120 million, and discussed more than 260 thousand times.

On the "battlefield" of sales, Anta has made efforts to pform brand power into sales force through offline terminal stores and online e-commerce platforms.

Such as the extension of the Olympic theme of the terminal store, the sale of Olympic custom merchandise, the display of the award dress and match equipment, the packaging of the shop image, the theme activities around the Olympic Games, etc., on line with the big platforms such as Tmall, Juhuasuan, Jingdong and so on, to hold the super large day, super class sports meeting and other large-scale activities, to create the topic merchandise and exclusive sale, to achieve the landing of the product, and to share the Olympic glory with the netizens.

Of course, the increasingly fierce Olympic marketing can not bring immediate results to enterprises.

On the eve of the Rio Olympic Games, Ding Shizhong, chairman of the board of directors of Anta group, said in an interview with CNBC (NBC): "during the Olympic Games, the exposure rate of brands can immediately improve sales. This is a misunderstanding. Olympic marketing is a great contribution to the long-term development of brands and the recognition of consumers. This is a long-term benefit."

7 years ago, Anta became a partner of the Chinese Olympic Committee and ushered in a chance to overtake in a curve.

Since then, Anta has made awards for many Chinese sports delegations.

In the sound of the magnificent national anthem, the world's highest podium has been again and again successfully surpassing Lining.

In 2015, Anta broke through 11 billion 100 million yuan to become the first Chinese sports brand with tens of billions of achievements, but Lining only had 7 billion 89 million yuan.

The price of Anta sports has surged from HK $16 to HK $21 on the eve of Rio Olympic opening, and its total market value has risen by over 50 billion.

This is also an endorsement of the capital market for Anta's long-term ploughing of Olympic resources.

For these enterprises, Anta's success is a model that can be traced back to the future. In the commercial pformation of Olympic marketing, if we are good at grasping the key points and knowing how to grasp and utilize opportunities, we will probably become the biggest winners.