Anta -- Marketing Strategy Of China'S Local Sports Brand

The era is changing in many ways. Many things are very different from the past. The impact and collision of new environment, new technology, new materials and new economy have changed everything.

Enterprises are also in such an uncertain environment, and everything is changing. The marketing is starting to fail, the capital flow is facing heavy pressure, and the profit mode is beginning to fail.

When uncertainty becomes normal, for people, the best attitude towards life is to return to the source of life and seek peace from the heart. For enterprises, the best way to deal with them is to return to the fundamentals of business.

In the new economic environment, enterprises should be identified and changed in order to cope with the new round of competition.

But there is a very simple principle which is immutable and not to be forgotten - cost.

Cost is the throat of profit.

It can be expressed by simple formula: cost = income - profit.

In order to get good profits, we must effectively reduce costs and strive for greater revenue.

The words of management master Peter Luke also confirm my view.

He said: "enterprises only cost centers, there is no profit center".

However, in today's impetuous and quick success, the simple rule is forgotten more often, or is regarded as superficial.

In any case, in the new marketing era, we all want to have our own brand or strong brand, because we all know the value and benefit that the brand can bring; but dream is not equal to ability, it does not mean that everyone has the resources to operate. What we need is to calm down and return to the fundamentals and ultimate goal of business and management, that is, enterprise profitability and customer value creation. Only in this way can we really win the leading edge.

In fact, the leading edge is to occupy more resources, to enhance the profitability of enterprises and create customer value.

It is not only the possession of material resources, but also the registration of the spiritual resources property certificate of the target group.

The author will take the local sports brand Anta as a case to analyze.

Explain how the lead is formed, comprehensively explain the magic power of Anta's leading brand, and how to build Anta's low cost competitive advantage by leading edge.

Philip, Kotler, a marketing master of product diversification and lay a solid foundation for competition, said: "the core of a great brand is a great product.

Products are the most important elements in the market.

Generally speaking, market leaders often provide good products and excellent services.

Anta's operators are deeply aware that products are the basis of competition.

It is a carrier that connects consumers and enterprises to meet the needs and needs of consumers. In other words, products are the bridge between enterprises and consumers.

Products can not be done well, and it is not very meaningful to do other things well.

China sports brand Anta took the lead in implementing the product diversification strategy in 2001, and began to enter the field of apparel products such as sportswear, sports equipment (sports accessories) and so on.

This means that Anta moves from a single sports shoes brand to a good pition and pformation of sports brand.

In those days, the brand of sports shoes was developing rapidly, and the brothers in the city were immersed in the joy of harvest. In the field of sports shoes, when you hoe, I shoveled and began to pioneer and sow, but most of them didn't think of product category management, and expand the product line and so on.

Therefore, Anta should take the lead of "tou Tuo", and carry out the way of looking at the nose and looking for the way to develop and manage sportswear.

After two years of austerity, Anta failed and did not make profits until third years ago.

The practice of product diversification has been fundamentally successful, so that Anta has enjoyed the great joy of leading.

The diversification of products not only contributes to the construction of channel, but also makes Anta channel healthier; moreover, it improves the profitability of single point, makes the cash flow benign, and even makes meritorious service in breaking the embarrassment of opening stores and holding stores.

From another point of view, providing consumers with diversified choices on the terminal greatly improves customer loyalty.

The practice of product diversification has laid a solid foundation for Anta's rapid entry and in-depth market, as well as the proliferation of brand equity and the formation of competitive advantages, thus greatly creating and enhancing profitability and market recognition.

Professor Chen Chunhua, a professor of South China University of Technology, said that "the process of promoting products to occupy the market in China is not the process of building brand through market means. Even if a brand is built, the market share can not be improved. This is not to say that the brand is not important. In China, the final consumer group can not and can not rely solely on the brand to buy products."

Moreover, "channel is the most important external force for Chinese enterprises to grow up. The product is recognized by the market and has a close relationship with the channel construction."

I agree with Prof. Chen's views on the Chinese market, especially in the non-standard stage of the initial business market.

The author believes that Professor Chen's theory is especially consistent with the local sports market in China, and points out the growth rule of the local sports brand.

Anta's brand growth has been following the above market rules, so it can take the channel construction as the core and establish its own perfect marketing network system with 42 paced Chinese Kung Fu.

Starting in 1991, Anta began to layout nationwide, and built a solid and perfect sales network system in 8 years, completing the first step of the layout system.

This first step of the network system's initial success has paved the way for the rapid development of the brand in the future.

In 1999, the brand spokesperson was invited to start the brand promotion, and the brand pulling force quickly promoted the channel construction and improvement.

At the same time, because of the improvement of channels, brand promotion can be implemented, so the interaction between them will produce strong brand coverage.

With the change of the market, the old network system has been unable to adapt to the new terminal needs.

In 2001, Anta redesigned and defined the sales network system.

The whole sales system has been comprehensively improved from circulation wholesale and special counters to agents and franchised stores, and the cooperation of the franchise mode has been carried out to carry out a new round of sales system reform.

From 2003 to 2006, Anta has basically completed the construction of a network system from agent to self operation in three years, especially in two or three tier cities.

In 2006, the market situation changed. Anta shifted the focus of the channel to the construction of flagship store, and built flagship store as a channel strategy, and gravity promoted the overall market terminal upgrading campaign.

Flagship store is one of the main means to display its strength image as a sports brand in the market. Its charm and strong revenue power can be regarded as a huge sharp tool to reshape the market.

Recently, Anta has announced that more than three hundred million of its capital will be invested annually in building flagship stores in major cities across the country.

Ding Zhizhong claims that putting three hundred million of the funds in the benchmarking shops and direct store flagship stores in headquarters headquarters requires two floors to become a multi-functional experience club with leisure space, cultural experience and clubs.

And it will realize "a Anta flagship store in a big city" before the May 1 holiday in 2007.

This kind of time will create a participatory and unique value form for customers. Through the flagship store's channel mode, it will form the market's nuclear fusion power and make the foundation evergreen.

All of the people of Anta are united in their hearts and are determined to become the heroes of the Chinese sports brand.

Technology is leading the way to realize the competitive advantage of the new economy. Mr. Wang Junyu, brand management consultant, said: "technology is the first product force."

This is a profound statement of the importance of technology to products or brands.

Since 2004, a wave of technological fever has started up in China.

Technology changes commodities, changing people's way of life and value proposition, becoming the mainstream culture of future life.

The main culture of the society will have a profound impact on the sports industry.

If an enterprise or brand does not have technological innovation or product innovation, it is difficult to make a difference in the market and survive and develop for a long time.

Anta heard the voice of the market, focused on the technology of products, catching up.

Ding Zhizhong, President of Anta, said: "R & D is the lifeline of products, and technology is the lifeblood of Anta."

To this end, in 2005, the Anta sports technology laboratory was set up to study foot structure, sports technology and new technology.

Details are as follows: first, in the development of professional basketball shoes, from the professional sports products of the first generation, the second generation to the CUBA, and by the 2005 CBA All-Star boots, Anta has a number of patented technologies, especially Anta's own core technology, which meets the needs of professional athletes with its good protection, shock absorption and rebound functions.

Secondly, in the first half of 2006, the development of running shoes was launched in the first half of 2006, which is the latest research achievement of A-FORM.

It is said that Anta will continue to invest large sums of money in technology research and development.

Technology has become a key element of competition in the digital economy.

Technological innovation creates a leading edge and leads to competition differentiation.

In the new economy today, the life cycle of products is becoming shorter and shorter. Therefore, more reliance on technological innovation and technological progress will make it possible to achieve the goal in the new economic era.

Professional sports force creates a new era of sports marketing. According to the needs of China's irregular market, Anta has begun to rethink.

Brand positioning has changed from original sports and leisure to today's professional sports. The core value of the brand has changed from "I like, I choose" to "Keep moving never stops."

Brand communication has also changed from "star endorsement + CCTV 5" to a diversified brand communication model of event marketing.

In October 2006, Anta made a brand positioning again and decided to take the professional sports route.

"Our new mission is to let the spirit of self pcendence into our lives and make a clearer definition of the professional image." Ding Zhizhong said, "Chinese consumers have become more rational." in the early days of brand creation, celebrity endorsements are aimed at enhancing brand awareness. Nowadays, brand advertising will pay more attention to conveying a brand spirit.

From the perspective of brand communication, professional brand requires matching professional event marketing to create, professional event marketing requires corresponding professional products to support, professional products need professional media to derive.

This principle has now become the mode of Anta brand communication.

Therefore, Anta's sports marketing communication means arises spontaneously; at the same time, CCTV-5's professional sports media platform is the first choice for brand value pmission tools.

The signing spokesperson opens Anta's blue ocean door for sports marketing.

Since 1999, spokesmen have athletes such as Kong Linghui, Battelle, Wang Hao, Feng Kun and so on. Their sportsmanship and sports values have brought vitality to Anta brand value.

Of course, Anta has made mistakes. However, its ability to correct mistakes is more difficult for local sports brands to go beyond.

While everyone was playing the knife and playing the entertainment spokesperson, Anta was affected by halo effect in the tide, and invited entertainment stars to endorse it. However, it violated the above principles of brand communication, and Anta quickly abandoned it.

Unfortunately, many local sports brands continue to invite entertainment celebrities to endorse and promote today. For long-term strategy, it is a blessing but a self pity.

In the 2004-2008 years, the Chinese table tennis and volleyball league is a great training for Anta sports marketing. It is an active preparation for capturing Olympic business opportunities, and plays a huge aura effect in improving Anta brand awareness and freshness.

China's top tier CBA and CUBA have been launched. From then on, Anta entered a contention for high-end basketball resources, and launched a counterattack against local brands against international brands. It promoted the fusion of basketball spirit and Anta brand spirit again.

Anta is the drummer of Chinese sports brand's deep sports marketing.

Anta's sports marketing activities have effectively led the development of the local sports industry and speeded up the professionalization and internationalization of the local sports brands.

Strategic alliance to build a strong brand aircraft carrier, according to the prediction experts say, now the time and space is already in the eighth great fortune.

Its economic characteristics are manifested in scale and profit.

The advantage of scale requires that resources should be integrated, and enterprises should complement each other and integrate into one.

The sporting goods industry is also developing in such a big environment. Anta has begun to wake up to conform to the trend of the times and follow the market rules. Therefore, the brand alliance strategy has been implemented, and the core competitiveness of the competition has been strengthened and perfected.

The specific implementation alliance strategy mainly includes the following two aspects: 1., product alliance is a product strategy to promote product innovation and product diversification.