Anta Zhu Minjie Talks About The Olympic Games Of Anta And Rio.

Zhu Minjie, senior director of Anta brand center

Zhu Minjie, senior director of the center, chatted with Anta during the live broadcast.

The story.

In Zhu Minjie's view, the Olympic Games were very successful: "first of all, I want to congratulate Brazil on their success.

People have different views on this Olympic Games before, but from the opening ceremony to the organization of events, the Brazil Olympic Games are very creative and very infectious.

This is a very successful Olympic Games, and the most important thing is that they spend very little money.

Zhu Minjie is also very sure about the performance of the Chinese delegation in this Olympic Games: "the Chinese sports delegation has won 26 gold, which is a very good result.

At this Olympic Games, the Chinese delegation is also facing a lot of hardships. A group of very good veterans have withdrawn from the games. Many of the 90's will take part in the Olympic Games for the first time.

But we can also see that young athletes perform very well, and they have achieved very good results.

China has also played quite well in some new fields, such as golf, taekwondo, such as weightlifting.

Generally speaking, this is a very successful Olympic Games. "

In countless sports events, Anta has mainly chosen to sponsor sports in Heavy Athletics. The main reason is that the spirit of sports itself represents itself.

Zhu Minjie also interpreted this: "China has many projects that everyone loves very much, but it is very important to choose Heavy Athletics because they can inspire the morale and morale of the Chinese nation. They represent a kind of wildness.

In particular, China is still at a stage of development, and will face many difficulties and setbacks.

And heavy competitive projects can highlight such quality.

In addition, these projects are also China's strengths. Anta hopes to sponsor these athletes to show the characteristics of Chinese athletes.

For Anta, the most successful Olympic Games is to choose "to break" as the ultimate theme of Olympic marketing.

When it comes to "breaking down", Zhu Minjie said that the whole team began to think about this theme in June last year. There are three reasons for the final decision: "1, for the Chinese team, this is an Olympic Games without superstars. Most of them are after 90 years or even 95. Under the aura of their predecessors, they are not so strong. They hope they can break their limits when they feel the glory. 2, the Olympic Games, such as Fu Yuanhui, are very impressed by their distinctive athletes.

They used to win glory for the country, but now they highlight more of the human nature.

From the past sense of sports to such a thing, for us is also a breakthrough; 3, for our vast audience, for the Olympic Games people, we hope they are more as a participant, based on this platform, let them break.

This is a very clever way to give them a brand new platform.

When talking about the meaning of slogans, Zhu Minjie stressed: "when it comes to breaking the meaning behind, we see that some inherent ideas do not break down for a long time. We need fresh hearts and people who need to break the fight for honor only for the country.

Let them know that Chinese athletes can make jokes, which is a good thing. "

Anta responded quickly to the Olympic emergency. When talking about this advantage, Zhu Minjie was very modest: "this is an opportunity, because they can become a topic, but it is also a challenge."

In his view, we can make use of accidents to turn it into value: "we are a professional sports company and have a deep understanding of sports.

Before the Olympic Games, we will make a judgement about the gold medal and other aspects. We have made full plans for others in the absence of attention.

Of course, what we saw at last was only 20% or 30% of our own.

We must learn to catch every thing that happens in time and react quickly. "

When he talked about Anta's preparations for the Olympic marketing, Zhu Minjie revealed that Anta set up a combat room: "we also made preparations for the mechanism and structure, and set up a fighting studio in Shanghai, which is responsible for the operation of the whole Olympic Games.

We also have a team specializing in art production.

These teams can monitor events within 24 hours and make quick judgments.

In many cases, we are the fastest in some very important things. "

Anta has created many slogans at this Olympic Games. Many people remember that when Chinese boxer Lv Bin had no choice but to end the Olympic games ahead of schedule, Anta had a very strong slogan: "please don't use power if your fist can solve the problem."

In fact, Anta has created a lot of slogans like this.

All this stems from a very dedicated team behind Zhu Minjie. "We have a team that is specially designed for the Olympics, and the responsible person is responsible for monitoring all the situations. This is the important reason for the success of the slogan. Secondly, we communicated with the cooperation platform Sina for more than six months in advance, and we have a deeper understanding of the public needs. We have made very detailed media planning according to the needs of the content dissemination and the anticipation of the time. Finally, we must say that these beautiful slogans come from their high degree of professionalism and dedication, as well as their understanding of sports and the combat effectiveness they have shown."

Speaking of the Anta's Olympic Games, Zhu Minjie also shared his view on Sports: "sports are still attractive to people, no matter which platform they are on."

You can pay attention to people and events in the Olympic Games with a relaxed mind, and have a deeper understanding of the fun of the Olympic Games.

Therefore, all industries are facing challenges under the new media environment. Brands should be aware of this trend and use these trends to better guide the crowd and guide them to enjoy the charm of sports.

Speaking of Anta's latest two years of planning, Zhu Minjie said: "in the next year or two, we will have very important resources and will continue to strengthen sports resources."