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Anta: From CBA To NBA

2008/12/3 0:00:00 51

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Before the move, the "brand" goes ahead. This is the "art of war" in the international campaign of the enterprise, and is more obvious for the brand of Chinese sporting goods.

China's sporting goods brand "deliberate" to create an international brand influence, there are two main purposes, one is the international influence of domestic, China's brand upgrade to "international brand", enhance the brand's influence and height in the country, and effectively promote sales; two, with the help of international fame, expand overseas market business.

In most parts of the world, excess products need to rely on brand awareness to enhance the competitive edge of a product and promote sales. It is necessary to attract overseas distributors and give market confidence by means of popularity.

Anta is a professional professional league CBA in China. It is a marketing main line, with brand endorsement, various sports events and marketing activities as its auxiliary brand, plus intensive advertising, advertising with dots and lines, which has strong brand influence in China.

Anta's plan to move from China to the world will surely upgrade these strategies, for example, considering the sponsorship and cooperation of large international events and sports teams, with the help of advertising and promotion of overseas media.

客觀地說，CBA對(duì)于安踏的品牌塑造與傳播，起了非常大的作用，國際化的安踏，把目光投向籃球的更高殿堂NBA，理論上是早晚的事情。與NBA火箭隊(duì)產(chǎn)生聯(lián)系，簽約火箭隊(duì)兩個(gè)球星，作為中國運(yùn)動(dòng)品牌涉足NBA的后來者，這么快速介入NBA，或許稱之為偶然更準(zhǔn)確。這一國際化品牌打造策略的成功實(shí)施，是由安踏上市帶來的好處。

Anta rocket is coming from behind.

In the early stage of Anta's listing, the world looked for capital investment, but Anta did not think of introducing the boss of NBA team as an investor.

In late June 2007, before the launch of Anta's listing in Hong Kong, rocket investment took the initiative to show its investment intentions.

Rocket investment is the investment company of NBA rocket owner Alexander.

Finally, the rich and shrewd boss invested $thirty million to subscribe for about 8.2% of Anta's shares, becoming the largest shareholder of Anta overseas.

This investment is Anta's biggest unexpected investment, but its importance is not reflected in the financing itself. The docking of resources and the realization of a win-win situation may be a situation that the two sides are more willing to see.

As the first brand of sporting goods in China, Lining is the first brand to go abroad.

Lining is the first Chinese sporting goods brand to sign NBA players in China. Damon Jones and shark O'neal have returned to their ranks.

In 2006, PEAK, a sports brand specializing in basketball shoes in Quanzhou, signed the Rockets' Battier, becoming one of the first enterprises in Quanzhou to take the lead in holding NBA foreign stars.

"I CAN PLAY" and "NBA market partners" have become PEAK's most popular promotional content.

Lining continued to exert power and signed Hayes. The Rockets' increasing attention is one of the important reasons.

　　在NBA賽場(chǎng)上，安踏成了后來者，但是憑借與火箭隊(duì)老板的“利益伙伴”關(guān)系，安踏在極短的時(shí)間里，快速出手，后來居上。2007年9月，亞歷山大向安踏舉薦了斯科拉，火箭隊(duì)給安踏的“內(nèi)部消息”是，火箭會(huì)簽下這位來自阿根廷的美洲籃球錦標(biāo)賽MVP。由于有亞歷山大的從中協(xié)調(diào)與溝通，安踏僅僅依靠Email、電話與斯科拉經(jīng)紀(jì)人聯(lián)系，基本上洽談好了合作事宜。

Unexpectedly, the first thing to get is Francis of the Rockets. After the Rockets decided to introduce him, Anta took one step forward.

In October 18, 2007, Anta formally signed with the famous American player Francis. Francis and Anta Vice President Mao Ying Ying shook hands in the United States.

It is reported that Anta signed 2 years with Francis, in these 2 years, he will use Anta basketball shoes in all competitions and training.

The outstanding basketball player is skilled in speaking skills. At the signing ceremony, he said to everyone: "I am very honored to be able to cooperate with the best sporting goods brand in China.

After Yao Ming, I met a Chinese friend, Anta. Next time when Yao Ming was in trouble on the court, I would tell him in Chinese - never stop.

Alexander began to gamble on the concept of China from 2002 and introduced Chinese player Yao Ming in the same year.

The Rockets boss sees more than just their skills, but also the huge Chinese market behind him.

Chinese audiences continue to boost the ratings of the Rockets, and the Rockets' boss's money is rolling in.

NBA saw new hope from Chinese players Yao Ming, Yi Jianlian and China market.

So they launched the "YY war" in November 10, 2007 - the Rockets' (Yao Ming) competition against the bucks (Yi Jianlian).

NBA carefully arranged the match on Saturday morning of Beijing time, carefully designed advertisements to cater to Chinese customs, and so on, in order to please the huge market behind them.

It is reported that the total number of viewers in China has exceeded 200 million on that day, far exceeding their expectations.

On the day before the "YY war", in November 9th, Ding Zhizhong and Xu Yang flew to Houston. At the TOYOTA center of the Rockets, Argentina forward Luis Scola raised his Anta basketball uniform and became her spokesman.

On the same day, Anta CEO Ding Zhizhong and rocket globrand.com boss Alexander sealed each other in the "win win world" covenant, marking a strategic partnership between Anta and the Rockets. The two sides will carry out the "four in one" all-round cooperation from the perspective of advertising, players, basketball shoes, training camps and so on, and deeply integrate CBA and NBA.

In addition, Anta has signed Rockets coach Adelman.

At the alliance ceremony, the four big Chinese characters "win win the world" are eye-catching.

Ding Zhizhong, who had a serious face, saw the Rockets' boss's "DING" No. 1 jersey for the sake of "curry favor with him" and finally laughed.

The mood of both sides is very happy. Ding Zhizhong said: "Anta sports long-term product and brand development strategy system has successfully declared a new stage. In the future, the two sides will carry out business development and market promotion cooperation on the basis of strategic cooperation."

Foreigners may be more honest. Apart from saying "resource interchange and market share", they are also honest about the truth of Anta through China.

"I am very optimistic about the long-term strategic alliance with Anta, which will help our resources exchange and market share.

Anta is one of my favorite brands in China. I am very glad to be able to face the world's largest sports market, China, "Alexander said.

This deep cooperation is very good for both sides, so they are in a good mood.

For Chinese brands to become "international brands" in order to achieve brand upgrading, it is significant to join the rockets and Scola and Francis. For Alexander, who owns nearly 10% of Anta, supporting Anta can bring him huge profits from sales growth and stock price rise.

　　再請(qǐng)大師產(chǎn)品更上層樓

Anta's strategic cooperation with the rockets and the signing of the stars, similar to CBA, will promote the upgrading of Anta products and other aspects.

In order to impress Scola and Francis, Anta signed Jordan, the famous designer of air cushion shoes, as a partner.

It is understood that Petersen has devoted many years to the research of sports shoes shock absorption technology, and created the visible air cushion shoes.

Since then, the design of Anta footwear products, especially the exclusive sneakers provided to the signing stars, will be designed by the team of Pedersen in person according to the operation mode of top sports brands.

Around March of this year, Pedersen launched a new product specially designed for Anta.

Working with world-class designers will fundamentally enhance the technical content and design level of Anta products.

In the increasingly serious homogenization today, design and brand are becoming more and more crucial to the footwear industry.

The cooperation with the Rockets star has allowed Anta to win a new product promotion, which is named after the athlete, which is modeled on NIKE's Jordan shoe operation mode.

Anta has launched the sub brand named Francis and Scola, and created the professional basketball shoes image with their influence.

Anta is working with the Rockets, and there is a cooperation project for the basketball community -- CBA Anta star rocket training camp. This cooperation can well integrate the resources of CBA and NBA.

In the strategic alliance between Anta and rocket, there is an important content: in summer, young potential athletes from China will be sent to the training camp of rocket pre season training camp, using rocket training system and advanced training technology to help them improve their competitive level, so as to enhance the overall level of Chinese basketball.

They will receive guidance from Rockets coach Adelman and Scola and Francis.

Through the high-end training to enhance the performance of the CBA League, it will enable Anta to discover potential players and gain marketing opportunities ahead of time.

It has been commented that "from an unknown CBA of the year, 3 years later, we can get through NBA, which means that the Anta is eager to grow stronger, which means a greater recognition of the market and consumers."

Anta opened a bright road to NBA from CBA, which is only the beginning.

Editor: vivi