What Is The Expressive Force Of TOP100, Anta And Lining?

The white paper on the performance of BrandOS TOP100's brand social platform is the first to list the performance of mainland Chinese brands on overseas social media platforms. The brand score includes basic score, excellent home page judgement and multi platform strategy judgment.

The data source is the open data of the major brands in the Facebook, Twitter, Instagram, YouTube fans, the number of fans, the number of posts, the number of interaction and other platforms.

Anta and Lining ranked forty-seventh in the apparel industry, of which Anta ranked the ninetieth and Lining ranked the top.

The clothing market has tens of millions of brands. Why can only Anta and Lining make the list?

It has always been a prudent choice for domestic clothing brands to explore overseas markets. The main reason is that the potential of the Chinese market and the purchasing power of consumers have not been completely released. Another reason is that the influence and popularity of Chinese clothing brands abroad should be improved.

Anta: Overseas M & A + Olympic sponsorship

Since 2009, Anta has cooperated with the Chinese Olympic Committee to provide awards and sports equipment support for the Chinese sports delegation to participate in many Olympic events such as the 2010 Vancouver Olympic Winter Games, the 2012 London Olympic Games, the 2014 Sochi Winter Olympic Games and the 2016 Rio Olympics.

Before and after 2012, after experiencing the craziness of the Beijing Olympic Games, Anta fell into the trough with the whole industry.

In the past, Anta has been inferior to Lining in the field of sports. In 2012, Anta first entered the super fast lane against Lining.

Anta has followed the campaign year, and has entered the field of vision like China's sports.

Until now, Anta has not slackened its investment in sports events in sports.

Anta's strategy is all channels, and sports sponsorship is the first to emerge. Then, with the acquisition of consumers' minds again and again, it has to be said that it is admirable to buy and buy.

The white paper on the performance of BrandOS TOP100's brand social platform is an evaluation of the performance of the brand in 2018. In 2018, Anta acquired amamin, not only a major event in the clothing industry, but also a major event in China.

It is known as the largest purchase of sports goods in China.

From Fei le to Xiao Xiao cattle and then to the original bird, Anta's acquisition has not ceased, and the acquired brand is concentrated on overseas brands, which further contributes to Anta's performance in the sea.

Lining: chao chao + acquisition

Lining can be described as an enterprise that has survived the "big storm".

If you want to give Chinese enterprises a bunch of seniority in the sea, Lining is definitely the oldest group of "big brothers".

But Lining, "Cheng also went to sea, lost and defeated in the sea". In 1999, the Li Ning Co set up the international trade department.

In August, he sent a group to the ISPO sporting goods fair in Munich, Germany. In addition to setting up an international brand image, the main purpose was to contact overseas distributors and fight for the European market.

At that time, Lining earned 700 million yuan in the Chinese market, which is a well deserved "brother". In 1980, Nike's income in China was only 300 million yuan, while Adidas in 1997 only had 100 million yuan.

Perhaps it is this kind of data comparison that gives Li Ningfu the courage to think about internationalization and keep a close watch on the market of developed countries.

Lining abandoned the increasing consumption crowd and expanding consumer market in China and turned to the international market.

Lining, deputy director of the international market, said that "cooperation with Amazon has helped us quickly open up overseas markets."

Amazon is a mature brand that is popular in the United States and the world.

We are actually using the Amazon's brand advantage to touch more overseas consumers, while setting up Lining's brand image overseas, but also easy to expand the market.

Lining and Amazon are working hand in hand with the global store.

The national tide should be Lining's most proud point in the past two years.

From the "tomato scrambled egg" to the Chinese legend and to the New York embroidery week's Chinese embroidery, Lining constantly integrated the Oriental elements in the product design to show the oriental charm, and the overseas consumers were also recognized.

China's clothing enterprises from the previous OEM to the independent brand now, step by step towards the international market.

In addition to the growth of their brands, there are still opportunities.

Lining and Anta have made an example to many service companies on the way of internationalization, and believe that Chinese clothing brands can also "go to sea" successfully in the future.