Anta Is Going To Compete Again In The Winter Olympics And Paralympic Games.

According to the world clothing shoes and hats net, 37 days from the opening of the 2018 Winter Olympic Games in Pingchang, the Winter Olympic torch was lit and pmitted in South Korea.

Marketing war.

Recently, the Chinese sports delegation released the Pingchang Winter Olympic Games equipment in 2018, Anta.

The award winning dress "champion dragon clothing" appeared.

This is the fifth cooperation between Anta and the Chinese Olympic Committee in the Olympic Games.

Beijing's 2022 Olympic Winter Games and Paralympic Games official sports apparel cooperation rights.

Behind the Olympic marketing is Anta, which has experienced the inventory crisis. Through the internal adjustment and the extension of mergers and acquisitions, the brand wholesale company has gradually completed the pformation to a single focus, multi brand and all channel brand retail company.

Li Ling, vice president of Anta group, told reporters in December 29, 2017: "the sporting goods industry is now hot in China, and its investment, sporting events, sporting goods and other revenues are very impressive.

Anta hopes to focus on the sporting goods and footwear industry that we are best at and meet the needs of different levels through the acquisition of more brands.

2018 is the sports year of many brands. Sports events such as the Winter Olympics, the world cup and the Asian Games are coming one after another. With the bonus of "No. 46" and "sports industry 13th Five-Year plan", the sports industry ushering in an unprecedented outbreak. The sports shoes and clothes that have been silent for many years are also gradually revived.

But the survival pressure of local sports shoes and clothing brands is not small: on the other hand, foreign giants such as ADI, Nike and so on have long occupied the market advantage. In recent years, giants have also accelerated the penetration of China's three or four line cities. On the other hand, minority foreign brands accelerated to enter the Chinese market.

Competition marketing has always been the focus of Anta's efforts. As early as 2003, Anta began to cooperate with major league matches.

Li Ling said frankly: "in the 2008 Beijing Olympic Games, Anta was still a small company with the ability to do marketing and have no ability to sponsor."

The turning point appeared in 2009, and Anta became a partner of the Chinese Olympic Committee.

In the next 8 years, Anta took the Chinese sports delegation to fight for more than 30 international competitions, and provided the champion equipment for Vancouver Olympic Winter Games, London Olympic Games, Sochi Winter Olympic Games and Rio Olympic Games.

At that time, the brand of local sports shoes and clothing was booming. By the Olympic effect, Anta, Lining, and 361 degrees, which are widely known nowadays, share a large share of the market dividends in that period.

So far, the industry is more willing to link the market of sports shoes and clothing with the word "recovery". After a long period of fire, the domestic sporting goods industry broke out the whole industry inventory crisis, and domestic and foreign brands were not able to escape.

Li Ling said frankly that after the 2008 Olympic Games in China, the Chinese sports market entered a period of irrational growth.

She said: "we believe that China's sports will have a explosive growth, but in fact, it is not optimistic.

At that time, each brand in the market opened a large number of shops, shops, and finally sold goods, a large number of discounts, there is a closed shop tide.

Transformation has become a test of life and death for major brands, such as Anta's choice of a brand wholesale company to a brand retailing company, and a retail standard.

In recent years, the change of consumption demand has catalyzed the revival of sports shoes and clothing market.

Cheng Weixiong, general manager of clothing industry observers and Shanghai Liang Qi Brand Management Co., Ltd. pointed out: "this is related to the improvement of consumer life, the diversification of lifestyles and the rise of new consumer groups.

Although the stock crisis has erupted, sponsorship of Olympic events is still the focus of competition among major brands.

Last year, Anta, Lining and 361 degrees were competing for the official sports clothing cooperation rights of the 2022 Winter Olympic Games and the winter Paralympic Games in Beijing. Finally, Anta had to choose.

The cooperation between the Pingchang Winter Olympic Games and the 2022 Beijing Winter Olympic Games is a continuation of the Anta Olympic strategy.

Reporters learned that unlike the Olympic Games, the Winter Olympic Games related to the ice and snow industry is also known as the white economy.

It is estimated that during the Winter Olympic Games in Beijing, the number of participants in the ice and snow sports will explode, from the current 20 million people to 300 million, and the Winter Olympics will involve more than 300 billion yuan of income from other related industries.

Li Ling told reporters that Anta has set up an ice and snow division to develop ice and snow products.

Zheng Jie, President of Anta brand, said: "the ice and snow campaign is still in its initial stage in China. The whole ice and snow market will expand rapidly with the growth of ice and snow sports population and the upgrading of consumption concept, and the potential of ice snow sports and its derivatives market is huge.

Anta began to pay close attention to this sector in 2010, through the sponsorship service of ice and snow national team, and the acquisition of foreign ice and snow brands to enter the market.

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The market competition of major brands around the Olympic Games has already started. For example, with the announcement of the marketing plan of 361 degrees from the front and rear foot of Anta, the signing singer Wei Chen and his swimming national team Liu Xiang and CBA gill freddt became the "361 degree Asian Games Promotion Ambassador" and officially launched the 2018 Jakarta Asian Games marketing plan.

Behind this, 2018 is the sports year. In early February, the Winter Olympics in Pingchang, the Russian World Cup in June, the Jakarta Asian Games in August, and the international major events continued.

According to the special report on Sports Industry released by the economist in China, the number of people who actively engage in sports activities has reached 434 million, and the proportion has increased from 28.2% 8 years ago to 34%.

Under the related policy dividend, this figure will continue to improve.

The market is heating up with competition.

Apart from the traditional Adidas, Nike and other foreign giants in the domestic sports shoes and clothing market, many minority foreign brands have been pouring into the Chinese market in the past two years.

"There is still a lot of room for China's consumer market to be released. Many brands came to the three or four tier city after seeing many brands. They took a fancy to the huge consumption power and potential of China's grass-roots market, but it was hard to sink after foreign brands came in."

Cheng Weixiong told reporters, "more brands in China are still partial to popularity. Many manufacturers, foundries, and crossover come to make brands, and have not yet been deeply integrated with professional sports, which has led to a weak demand for many functional sports and sports spirits."

Local sports shoes and clothing brands are often used to create new brands such as football, ice and snow, yoga, women's sports, and so on.

Store operation, after the winter industry, sports shoes and clothing enterprises realize that the traditional "horse race enclosure", the number of competing stores has passed, and now aim to integrate shop resources and enhance the profitability of single stores.

Li Ling said frankly: "the international brand has been established for decades or even more than a hundred years.

We still need long-term efforts to determine the market's ability to innovate, product core technology research and development, and brand loyalty in the minds of consumers.

But our growth rate in recent years should be beyond the history of many enterprises in the past decades.

There are more and more brands in the main market, and some leading enterprises have emerged in some fields.

For example, from yoga pants Lululemon, skiing and riding Desanto, outdoor brand, and Salomon.

Local brands include small triangle, Muscle Dog, Monster Guardians and balance school, etc., aiming at outdoor outdoor sports, fitness and women sports.

Ye Guojun, general manager of HALEBOSS China agent and Guangzhou jilya, said: "the market is in the process of shuffling. Some brands such as materials, designs, supply chains, etc. will not be able to get rid of the market, and the growth space of small businesses will be limited. SMEs will be gradually acquired by large enterprises, and the development of local leading brands needs time precipitation."

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