Ten Years Ago, Local Brands Could Not Compete. Now China'S Sports Brand Should Make Up For That Regret.

Today, Anta is the official sponsor of the Chinese Olympic Committee and the 2022 Beijing Winter Olympic Games, representing the Chinese movement.

Towards the Olympic Games and the world.

But 10 years ago, the grand gathering at home, the summer Olympic Games unveiled in August 8, 2008, the collective absence of local brands is still a pity for Beijing.

On the occasion of the 10th anniversary Olympic Games in Beijing,

President Zheng Jie recalled in an interview with interface news: "at that time, China's sporting goods market is still in its infancy, and the appeal and competitiveness of our domestic brands have just started, and the gap between the two major competitive brands abroad is relatively large."

That year, Adidas received the sponsorship of the Beijing Olympic Games and became the sole sponsor of sports brand.

The German brand provides sports equipment for all staff and volunteers, with a total quantity of over 1 million 400 thousand pieces, and provides various equipment for more than 3000 athletes, 214 sports associations and 16 national Olympic committees, including the Chinese delegation, so as to comprehensively attack local competitors.

For the absence of Chinese brands, Ding Shizhong, chairman of the board of directors of Anta group, once said, "I was also a torchbearer in the Olympic Games held in Beijing in 2008, but at that time the Chinese national team wore the competition.

It's not China's brand.

Then

Not yet able to cooperate with the Olympic Games, unfortunately, missed the Olympic Games in Beijing.

At that time, the share and influence of big international brands in the mainstream market were large, and local brands were unable to compete.

"I remember a domestic brand who participated in the planning and bidding of the 2008 Olympic Games, but finally failed because of strength.

10 years ago, although we were at home, we couldn't participate in the Olympic Games because of the lack of strength and ability of our domestic brands at that time.

In 2008, foreign brands took the lead, "Zheng Jie said.

In fact, Zheng Jie's Beijing Olympic bid brand is Lining.

10 years ago, the big brother of the domestic sporting goods company was Lining.

Especially in the opening ceremony of the huge bird nest, Lining's suspending of the scene of the flight of Wei Ya still remains in memory, which challenges Adidas's sponsors' status.

Then, in 2009, Lining surpassed Adidas's sales in China with a performance of 8 billion 387 million yuan, becoming a benchmark for domestic brands.

However, in recent 10 years, the domestic sporting goods market has experienced a period of ups and downs.

After the Beijing Olympic Games, due to overestimating the consumption power of the market, China's sporting goods industry has a stock crisis, and the four major brands have lost their collective performance.

Among them, Lining became one of the biggest hit companies, with a serious backlog of products and a large number of layoffs in 2012.

Another important factor is to speed up the development.

In 2009, Lining released a timetable for super Europe to catch up with the United States -- Nike, which surpassed the first place in its domestic share in five years, and reached 20% of overseas revenue in 2018. It entered the top five in the world market and became a global brand.

Lining, the founder, reacted to this year's expansion strategy, which led to the failure of the company's energy and resources to concentrate on the local market, and then had to give up attacking overseas markets.

Under the dual strike of local distress and blind sea going, from 2011, Lining appeared the first performance decline since 2004, and net profit dropped sharply from 1 billion 100 million yuan to 386 million yuan.

After the Beijing Olympic Games, this inventory crisis forced the industry to pform from wholesale mode to retail mode.

Although Anta was also affected, the competitive advantage emerged because of the successful completion of the pformation.

It was in the stage of Lining's declining performance that Anta took the chance to overtake the curve and successfully squeezed out the top brand Lining, becoming China's first sports brand.

In 2011, Anta's revenue surpassed Lining.

In 2007, Anta was listed on the Hongkong stock exchange.

10 years later, in 2017, the local number one brand listed on Hong Kong stock market, 10th anniversary achieved outstanding results, the market value increased by nearly six times, and the group's annual revenue growth was nearly four times.

In recent two years, Lining, who has suffered losses for many years, has also improved significantly.

However, Lining is an old brand after all. He has a deep foundation in the domestic league matches and college students' competitions. Both the national table tennis team and the badminton team are sponsored by Lining as the official shoe and clothing. At the same time, they play an important part in basketball. They are also the brands of the top NBA stars such as Garnett and Wade.

In contrast, as a major local sport, 361 degrees and XTEP's growth after 2008 were somewhat dull.

Especially after 2013, the gap between 361 and XTEP is increasing. Until the past two years, the revenue has basically returned to the level before the stock crisis.

In fact, 361 degree is also keen on competition marketing, but after the major international games and Anta won the major events, 361 degrees currently sponsor the Asian Games and sports delegations in some countries.

In addition, in the past two years, 361 degree vision has been put in the international market, especially in Southeast Asia, South America and other sports brands which are not too important in the past.

At the opening ceremony of Rio Olympic Games, a number of delegations, including Greece, appeared at 361 degrees.

Many comments and heated comments have been received.

And closer to the young people, they have been involved in the competition. They are the test makers of the domestic sports brands in this field.

XTEP sports resources are concentrated in China, after which they sponsored the National Games for three consecutive years, and also sponsored several local delegations.

The latest 2017 fiscal year results show that Anta's annual business income reached 16 billion 692 million yuan, an increase of 25.1% over the same period last year, and net profit rose 29.4% to 3 billion 90 million yuan over the same period.

In contrast, other leading brands in the country, Lining, 361 degrees and XTEP's annual revenue were 8 billion 874 million yuan, 5 billion 158 million yuan and 5 billion 113 million yuan, Anta's obvious advantages.

The four major local sports brands are listed on Hong Kong stocks.

At present, the total market value of Anta has exceeded 100 billion Hong Kong dollars, more than three times the total value of Lining, XTEP and 361 degree market, second only to the international giants Nike and Adidas, ranking third in the global sports brand industry.

When it comes to the impact of the Beijing Olympics on Anta and the domestic sports industry, Zheng Jie believes that "the Olympic Games have strengthened the understanding of sports for the masses, coupled with the improvement of living standards and consumption levels in the past ten years, and more and more ordinary people have begun to participate in sports, taking sports as part of their lives, which is a good booster for the product market."

In the past 10 years, Anta has not only become the official partner of the Chinese sports delegation, but also sponsors 25 professional national teams, including the winter management center, water, boxing and gymnastics teams, providing field sports equipment and field life costumes for these teams.

Zheng Jie said that the sponsorship of the national team is a good opportunity, but at the same time, it faces great challenges. "Because we need to provide the most professional and innovative products for the highest level athletes, so that they can create the best results in their sports."

After missing the Beijing Olympics 10 years ago, Chinese brands did not want to continue to miss the 2022 Beijing Winter Olympics.

Since 2009, Anta has become the official partner of the Chinese Olympic Committee. Over the past 8 years, both sides have experienced two Olympic cycles in London and Rio.

In September 2017, Anta signed a contract with the Organizing Committee of the Beijing Winter Olympic Games and Paralympic Games in 2022. It became an official clothing partner and became the sponsor level of Beijing's Winter Olympic Games. It became the first Chinese sports brand to sponsor the local Olympic Games.

This time,

The Winter Olympic Organizing Committee sold the market development rights and interests of the Chinese Olympic Committee for 7 and a half years (2017 -2024) at a time.

This means that the marketing period will span two Olympic cycles, covering the 2018 Winter Olympics in Pingchang, the Tokyo Olympic Games in 2020, the Beijing Winter Olympics in 2022 and the Paris Olympics in 2024.

"In this stage, Anta has become a major member of the Chinese team and the Olympic Games and has played a very important role. This has greatly improved the overall reputation of Anta," Zheng Jie said. The important role of Olympic sponsorship is to enhance the brand image.

In February this year, the Winter Olympic Games in Pingchang, from sponsoring Chinese sports delegation admission, award and competition equipment, to International Olympic Committee President Thomas Bach wearing Anta down jacket to carry out the opening speech, Anta brand logo was high-profile exposure.

"Olympic instant marketing is to connect with consumers through topic characters and events. It is to show the attitude of big brands in the international arena," Li Ling, vice president of Anta group, commented on Anta's international influence.

In 2022, Beijing will soon become the first city to host the summer and Winter Olympic Games.

Looking forward to the Beijing Olympic Winter Games four years later, Anta believes that this opportunity has a milestone to make up for the best opportunity for 2008.

"In the next three and a half years, Anta is confident that it will be able to play a role as a partner of the Beijing Olympic Organizing Committee, the Chinese sports delegation and the winter sports management center." Zheng Jie's plan for the 2022 Winter Olympic Games involves two aspects, one is to invest the largest resources, and the other is to promote Olympic marketing with integrated strategy. The two is to increase investment in product development and provide high-quality official equipment.

In order to improve the technical content of products, the proportion of Anta product R & D activity cost in total sales has increased year by year in the past 5 years, reaching 5.7% in 2017, which is the first in the domestic industry.

At the same time, Anta set up three design centers in the United States, Japan and South Korea to integrate global design resources.

As for the brand objective of the 2002 Winter Olympics in Beijing, Zheng Jie's response was somewhat cautious. "I hope that Anta can become a truly popular brand in the minds of consumers through the three and a half years of publicity, and is the brand of love in their hearts."

The regrettable Beijing Olympic Games have been gone, after 10 years of ups and downs.

The time for Chinese brands to compete with international brands is coming.