Anta CMO Zhu Chen Ye: Anta Brand Marketing Seeks Diversification Under The New Year Of Sports

In December 12th, on the fourth sports industry carnival, Anta brand vice president and CMO Zhu Chen Ye shared some changes and coping strategies of Anta in China's sports marketing market.

As we all know, many top international competitions are being held in East Asia, such as the Tokyo Olympic Games, the Beijing Winter Olympic Games, the world cup, the Asian Games and the Asian Cup. China's sports industry will enter a development cycle. In this cycle, sports marketing will also face many opportunities and challenges.

In the face of the upcoming 2019, Zhu Chenye said that in 2019, for Anta, it was a year of challenges and opportunities. With the advent of the era of media fragmentation, marketing tools are becoming more diversified, and consumers' personalized needs are increasing. These challenges exist to brand owners. How to use sports marketing to communicate with consumers, and then meet their needs to win recognition, and achieve the growth of corporate revenue, is somewhat difficult.

With the development of economy and the growth of consumption demand, sports is becoming the fastest growing area. Especially with the recognition of the "95 after" and "00 after" brand names, it will be a great opportunity for Anta, which has great potential for development. The difference between Anta and the development opportunities of the Olympic Games in the brand, Zhu Chenye believes that in 2020, the Olympic Games is the top priority for Anta. "Athletes wearing Anta clothes on the Olympic podium are proud of Anta." Zhu Chenye said.

In the face of major international sporting events, both the design team, the R & D team and the marketing level pose a challenge to many sports industries. Zhu Chenye said, for Anta, at the marketing level, there are two main ways to go: brand marketing, the combination of brand and Olympic needs to be excavated, and a better story to convey the idea of Anta's never stopping to the consumers through the Olympic stage, and to resonate with a more reasonable marketing mode so as to realize the recognition of Anta brand.

In terms of effectiveness marketing, from the design side and the product end, various Olympic related products, including the award winning element version and the refueling version for China, have been created to give consumers a sense of pride in the process. And in the marketing way, we use more popular ways to disseminate, such as short video, Sina micro-blog and many other new ways, such as connecting with Tmall big data connection and launching more accurate crowd marketing.

In fact, with the continuous development of Internet technology, the way of consumers watching, the way to create topics and the way of communication of the whole event are more and more diversified. In the face of such changes, Anta has made some marketing responses in advertising and marketing. Zhu Chenye said that Anta has responded mainly from content and channels. In terms of content, Anta wants to build the Olympic platform as the strategic commanding point of its own brand, and constantly export its content to consumers. In addition, the diversification and complexity of media platform development, Anta wants a more diversified platform, such as short video platform, social media platform, including CCTV platform, etc., through continuous occupation and dissemination of the commanding heights of the platform, to maximize the benefits of limited resources. "We should further create content that is in line with the younger age, with shocking content, and the content of the story, which can be passed to consumers through various effective channels, so as to increase the viscosity and interaction of consumers." Zhu Chenye said.

Regarding how to make use of the Olympic Games to develop Chinese brands and their own brands, Zhu Chenye said that the Olympic Games are a very good stage for all Chinese brands. Whether sponsors or non sponsors, they should continue to promote their brands through good marketing methods and maximize their rights. In the final analysis, the Olympic Games will be a flourishing platform, hoping to see more and more Chinese brands become bigger and stronger.