Fine Penetration Of Anta'S Economic Brand (1)

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2004 "successful marketing". The most competitive force in the new generation.

Anta's success has been described by many as the "star endorsement + CCTV advertising" mode. This legendary case is said to have been incorporated into the MBA case database of the business school.

Ding Zhizhong, President of Anta, is the earliest entrepreneur with brand awareness in Jinjiang.

At first, Anta was only one of 3000 shoe factories in Jinjiang. In 1997, Anta's sales volume was only about 50 million yuan, and its profit was only 5% to 8%. Moreover, although Anta had worked hard to set up several times more sales outlets in the one or two and three tier cities of the country, but because of these agents Acting many products at the same time, Jinjiang's small brands were very messy, so these sales networks could not play any role at all.

It was not until 1997 that Ye Shuangquan, the marketing leader, invited Ding Zhizhong to tell the story of Nike's rise with sports stars. The two people hit it off.

In 1999, Anta signed the table tennis world champion Kong Linghui at a cost of 800 thousand yuan per year, and produced almost 5 million yuan of profits in the first half of the year to advertise on CCTV sports channel, which was absolutely an astonishing move at that time.

In 2000, Kong Linghui won the men's singles champion of table tennis at the Sydney Olympic Games. At the same time, he shouted "I choose, I like" slogan on TV, and Anta almost fired.

In 2000, Anta's sales exceeded 300 million yuan, 6 times that of 1997.

The success of Anta has attracted a large number of clones. Jinjiang's sports shoes brands have hired sports stars as spokesmen. In 2003, there were up to 44 brands of Jinjiang sports shoes on CCTV sports channel, and CCTV sports channel was also nicknamed "Jinjiang sports shoes channel".

But this kind of competition means that thousands of people and homogenization did not bring success to the successors. 2004 "successful marketing, the most competitive brand survey report of the new generation" shows that Jinjiang brands such as del Hui, XTEP and Buick have not appeared in the list.

In fact, careful analysis, "sports stars + CCTV advertising" can only be regarded as an inducement of Anta's success in the Chinese market. Its real magic weapon is its strong sales network.

From 2004 "successful marketing" and "the most competitive brand survey report of the new generation", we can find that Anta's brand penetration index is outstanding in both the mass market and the university market.

Before he founded Anta, Ding Zhizhong had many years of experience in promoting the production of sports shoes in Jinjiang, and knew the importance of sales channels.

Ye Shuangquan also said: "the biggest advantage of Anta is its wide coverage. We will not let go of the one or two or three tier cities."

Anta's "star + advertising" really moves agents and distributors everywhere.

The author once participated in a shoe trade fair, and found that if there were huge vendors of star billboards before vendors stalls, they must be suppliers, even if no one could remember the relevance of this star and brand.

This is a unique phenomenon in the Chinese market.

Anta is the opportunity to rapidly upgrade the brand. It has made a comprehensive improvement to the entire sales system, and has rapidly pformed from distribution, counters to franchised stores, and agents to cooperate with the franchise mode.

At present, Anta has exceeded 3000 stores in the country, especially in two or three tier cities.

This is the main factor that Anta is ahead of the brothers in the city and can compete with the famous brands such as Nike and Adidas.