Is Anta'S Acquisition Of FILA Still Pure In Its 100 Year Italy Lineage?

"Anta accuses Sun Yang of ignoring national interests, the national flag and Anta, who is Sun Yang's award dress", "Sun Yang and Anta Sports Bureau and 361 degrees?" who actually hit the face? "Sun Yangsan refused to Anta," Sun Yang's Anta poster angry Sun Yang "," why do hundreds of billions of partners have to drag on Sun Yang? "It's better to rely on sponsorship super hype. It's all over the world. The friends who missed the news are here to give you a review. The men's 200 m freestyle Tour Finals won the championship, this is the C position, but because of the brand name wave. Sun Yang goes back to Anta, behind the campaign of brand competition.

At the awards ceremony, Sun Yang won the award on the image of "tomato scrambled egg" in his own brand name 361 degree coat, and did not receive the uniform of the Chinese team provided by Anta.

Anta and 361 degrees seize each other's C position.

The name of Anta also once again occupied the public view.

This also lets Xiaobian have to pay attention to those things behind Anta.

On the evening of August 12, 2009, Anta announced that it would acquire all the shares of Fila Marketing (Hong Kong) Limited (hereinafter referred to as Fila Marketing) purchased by BELLE international wholly owned Affiliated Companies Lead Chance.

The development of FILA under Anta has always been the focus of attention.

Comparing the price difference between Anta and FILA, a large number of data were found. In sports shoes, for example, the average price of FILA sneakers is between 700-1200, the price range of Anta is 100-500, the price range of FILA is two times that of Anta, and the price of FILA single pair of sneakers is about 5 times that of Anta.

Behind the impressive price can not be separated from the promotion of Anta. "Single focus, multi brand and all channels" has always been the mode of operation pursued by Anta, while Fei Le is undoubtedly the main force of Anta.

After its acquisition of FILA, Anta repositioned it as a high-end sports and fashion brand. With the idea of "moving and elegant", the advertising campaign of two famous Chinese movie stars Gao Yuanyuan and Chen Kun has also contributed to the success of FILA's cross-border cooperation. It has attracted the attention of Chinese high-end consumers, enhanced the reputation of FILA in China and improved the sales performance in FILA.

FILA also targeted high-end consumers aged 34 to 45 and launched the FLAULTRAFT earth day limited series.

Although FILA's existing stores are mainly concentrated in China's second tier cities, the brand continues to open stores in other developing cities and regions with potential development.

FILA also increases store efficiency by increasing store area.

In this year, FILA opened its first branch in Singapore's IONORCHARD shopping mall, marking another milestone in FILA's expansion in the region.

Since its establishment in China in 2015, FILA KIDS aims to provide apparel and footwear products for high-end children's market, aged between 7 and 12, and inherit FILA's elegant and unique style. The FILA KIDS series has attracted the attention of many consumers, and its popularity has continued to increase.

In order to consolidate the growth of FILA business, Anta has launched a number of initiatives to FILA, including full touch marketing, young tide shop, cross-border joint name, product placement, and membership development.

All of the above measures have greatly increased the popularity of FILA in China.

In addition, FILA has sponsored a reality show in China so that celebrities can show the latest clothing and accessories of FILA.

FILA has also received positive comments and media attention through sponsoring the Hongkong Olympic team and Hongkong Table Tennis Association.

These collaborations create opportunities for FILA to display its traditions and unique styles in major international sporting events.

The momentum of FILA brand has increased significantly, which has made a significant contribution to Anta's overall sales.

So, is the "three high" FILA based on high-end consumption, high positioning and high exposure rate a hundred years' brand in Italy?

It is understood that FILA was founded in 1911 by FILA brothers in Italy BIELLA, and its Italy lineage finally laid the backbone of FILA's world-famous sports brand. It is considered to be a representative of art and a paragon of luxury.

In fact, at the end of the twentieth Century, it was almost on the brink of bankruptcy. In 2010 or so, the FILA company turned a corner. It was bought by China's big name Anta and became a big brand that could compete with Nike and Adidas. But in the process, consumers were influenced by advertisements. The answer is yes! In the final analysis, Anta has caught the habit of blindly following the trend of the Chinese people, acquired the FILA company (China), and of course, including KOLONSPORT of South Korea. However, because of the Saad incident in recent years, Anta did not pack the KOLONSPORT in a big way, but aimed at the large-scale advertising of FILA brand. With such a prestigious FILA, this brand has gone through nearly a century.

The most important performance is the sponsorship of the world cup and Olympic Games.

Try to recall that in recent years, domestic sports events and broadcasting have rarely been given the first sponsorship of foreign brands. These privileges are occupied by brands such as Anta, Lining and 361 degrees. Under the awareness of protecting domestic brands, the TV station still reproduces the "Italy" brand when it broadcasts. The reason is obvious.

In recent years, why is a FILA brand on the brink of bankruptcy having such an opportunity to stand on CCTV's state-level TV station? It's because of Anta.

In recent years, Anta's annual sales report shows that Anta's profits have risen significantly, and the FILA brand has brought Anta's inevitable revenue.

If you start a map of the world economy, you will find that every country has its own comparative advantages, such as China's export of labor force; the United States exports financial services; Japan exports manufacturing technology; Europe exports the aesthetic of the ancient aristocratic civilization, and almost all luxuries come from Europe.

Aesthetics is a historical accumulation. The premise is the continuity of a country's history and culture. FILA is bought by Anta, giving the label of Anta FILA.

Has its gene and lineage changed? Does it still have the purity of the Italy brand? "Orange is Huainan, orange is Huaibei, but trifoliate orange". In Europe advocating "bloodline theory", the purity of its lineage and gene will be questioned if the property or origin of things or products change.

We do not deny the strength and market share of domestic brands, but the design, research and development, fabric and process of FILA come from Anta, but the price of the two is far from that.

From the perspective of Maslow's hierarchy of needs, consumers may be misled by "high-end brands". They believe that they are sensitive to fashion and have different abilities to choose brands and products.

The power of brand effect makes consumers unable to resist the trend of hot pursuit, and continue to invest in marketing.

We still want to remind consumers not only to pay attention to external things, but also to understand the intrinsic nature.

In fact, many Chinese enterprises have the case of speeding up the development of the company by purchasing foreign brands. Consumers should not blindly praise the "international brand" when shopping. Every penny you spend is voting for the world you want.

(Wen Dao)