How Does Anta Become A Leader In A Sluggish Market?

In recent years, China's clothing market has come to a low tide. However, Anta, our sports brand, can break through the difficult position and become the leader in the brand in such an environment.

Anta is shoes and clothing business, so of course focus on shoes and clothing.

I have always believed that the communication theory of traditional classics is meaningful. No matter what assets you use to hold it for you, the relationship between this asset and you is necessary. There are two things about communication and brand that will never go out of date, that is, relevance and originality.

For the first time, Anta made a dragon suit for the Chinese Legion at the 2010 Winter Olympics in Vancouver. Then it arrived at the London Olympic Games in 2012, followed by the Winter Olympics in Sochi in 2014. This year, we also made a dragon suit for the Rio Olympic Games.

This is a very important event. We also spent a lot of efforts in public relations. We did a lot of cooperation with quite a number of media. Most importantly, we did a very important column cooperation with CCTV.

The second is subversion and cross-border marketing. In the 2012 London Olympics, Anta joined hands with several brands to do something.

In the 20 national Hilton Hotel lobby, the Olympic champion's award dress show; the 380 Olympic Procter & Gamble center of Procter & Gamble in China, the first time to show the Chinese delegation's Champion Award dress, consumers can take photos and participate in the Procter & Gamble products designated for the lucky draw to the dragon clothing; the logo packaging of the Olympic packaging products of illic acid milk, Anta's logo promotion, participate in the Olympic award dress raffle with the packaging sequence code; the cooperation of the awarding clothing in the more than 1500 stores of McDonald's; the salesmen, promoters, shopping guides will wear Anta's clothes, and every McDonald's shop will make a lucky draw to send the Anta Champion Award dress.

The third is efficient and instant marketing. The Olympic demand for speed is very high. Anta is a content team of more than ten people. Basically, it stays up all night, capturing the information of the arena all the time, and then according to a large number of pre prepared content, such as winning the championship, losing the game, and retiring, and so on, we can seize the time to complete the marketing, which may be valid for half an hour.

It is a very important part of our commodity cooperation. After that, we also have a lot of cooperation with COC.

Through the promotion of core products such as online award dress, the sales of terminal COC products will be promoted, and the relevance between Anta and the Olympic Committee will be reflected. It will continue to represent China and enhance its brand image.

The fifth point is media cooperation, voice + innovation. Anta's feedback effect on CCTV's cast is very satisfactory. First, the rate of achievement is very high, usually excessive.

During the Winter Olympics in Vancouver in 2010, we put 4 TV advertisements on the Winter Olympic sparks, documentaries, and event marketing on CCTV-1, CCTV-5 and other channels. Among them, Shen Xue and Zhao Hongbo took the first place in figure skating. We promptly replaced Shen Xue / Zhao Hongbo in the CCTV-1, CCTV-5 and CCTV-7 marketing advertisements, which impressed the audience deeply.

During the London Olympic Games in 2012, we had innovative cooperation with CCTV: first, the theme is hard and wide, and we use Anta's new and old signing resources in CCTV, which embodies the essence of brand representing the essence of Chinese sports, passing on the spiritual connotation of endless and glorious inheritance. Two, it is a golden moment to win gold medal. Every time we win the Dragon wear, we use the cooperation with CCTV and use every Olympic hero to speak for Anta.

In 2014 Sochi Winter Olympics, Anta and CCTV customize "

"Project" was launched in CCTV-5 at high frequency, displaying Anta award dress.

"Heartbeat time" is a very interesting column. It is not the same as the traditional Olympic column. For the first time, it showed the beauty of ice and snow sports to all Chinese.

After the Winter Olympics in Sochi, Chinese people really began to focus on ice and snow sports. In recent years, we can see that many children in Beijing have started playing ice hockey. Ice and snow sports will become a new sport in the future of the country, and it is also worth watching and investing.

To sum up, there are several important things in Olympic marketing: first, choose the right platform; Olympic marketing is actually IP marketing; second, it is necessary to conform to the actual situation, find the right marketing and communication cut in view according to the brand's foothold and category characteristics; third, it is necessary to create strong content by brand itself.