Anta: Let The "Chinese Brand" Be Respected

"Take a quiz: think of a China.

As a big producer of clothing, this is not just an economic issue, because brand will make Chinese clothing more respectable.

Our country has long put forward the "three technologies", namely, the introduction of technology -- digestion and absorption -- independent development. The purpose of the initial stage is to promote the birth of the national independent brand by "foreign power".

The reality is that the "Chinese brand" is still awkward when it talks about the world.

However, to our delight, with the Anta as the main force, the Chinese sports clothing brand is willing to pioneer, which is breaking the embarrassment and showing the trend of "encirclement and suppression" of foreign brands in the Chinese market.

China's entry into the WTO: China's sports benefit

Over the years, China's sport has been greatly promoted.

From the first gold medal of the Beijing Olympic Games to the gold medal list of the Shenzhen Universiade, China has taken the posture of a sports power.

Chinese brands are the first to benefit.

In China's sports apparel market, foreign brands such as Nike and Adidas once dominated for more than 10 years. But with the growth of Chinese national sports brand, the original market structure has changed.

In the past few years, "going back to the country" is the key word in China's sports apparel industry.

It is reported that these international brand predators are reducing market share.

Contrary to this, in the top 10 sports apparel brands currently in the Chinese market share, the main force headed by Anta is China.

It is evident from the recent mid year performance announced by Anta.

Turnover increased by 28.9% to 4 billion 450 million yuan.

If annual growth can be maintained for the first half of the year, it is expected that Anta will probably sit on the top of the domestic sporting goods industry for the first time this year.

This signal indicates that China's top domestic sports brands already have the strength to compete with the international giants.

However, Chen Peiai, director of the academic committee of the advertising society of China, said that although the competitive advantage of the national sports brand products lies in the low price, the low price can only be a kind of phased marketing behavior. If we want to enter the first-line market, the national enterprises must pay attention to the separation of products, not only with low-end products, but also with their own high-end brands.

To this end, Anta spent HK $600 million to acquire Italy's well-known senior.

Frequent appearance: Chinese brands cling to international competitions

Once upon a time, sponsorship of the Olympic Games and Universiade has always been a patent for international brands. Nowadays, with the rapid rise of many sports brands in China, the monopoly of European and American brands on international competitions is being replaced, and more and more Chinese sports apparel brands are jumping in the public view.

From sponsoring popular sports events to signing famous athletes both at home and abroad, the appetite of local brands is getting bigger and bigger.

In sports marketing, Anta has accumulated more than 10 years of experience, from sponsoring CBA, national volleyball league matches, Ping Pong Chao, to strategic cooperation with NBA rockets, and then to signing online tennis stars. It has become a partner of the Chinese Olympic Committee's sports apparel partners and a Chinese sports delegation from 2009 to 2012.

Every marketing plan of Anta has been rewarded with great rewards.

Different from the usual marketing tactics in recent years, Anta has made great progress in recent years.

There are sports industry observers that, as long as we know how to manage, sports marketing is not just a marketing of "throwing money".

He said: "what we should pay attention to is that when companies are eager for fame and fortune, they should not be overplayed. This may lead to the NBA players' being able to win the competition. Even the brand price is diluted, which has the opposite effect."

Promotion of "throwing money": sports marketing is not a sports promotion.

Sports marketing is not a short-lived short-term behavior. It is a continuous strategic plan. It is a project that requires strong financial support and supporting system implementation.

As a new marketing model, we have more to consider how much the matching rate between this model and the clothing brand, sports marketing can not eventually become a sports promotion.

How much does it cost to become a partner of the Chinese Olympic Committee?

It is said that Anta has even exceeded the sum of $75 million of the TOP sponsors of the Beijing Olympic Games in 2008, and Anta is getting more and more "not bad money".

Anta has been doing almost 10 years of crazy sponsorship events, signing a lot of celebrity endorsements, and relatively simple sports marketing.

In terms of sales revenue, this is quite effective. - according to the analysis of the stock market, this year Anta will become the "boss" of the domestic sporting goods brand.

However, how to make Anta brand "more respected" - this is the key reason why it will spend a lot of money and cooperate with the Olympic Committee.

Anta's rights and interests cover related Olympic promotion activities, including training of relevant coaches and popularization of nationwide fitness programs.

Insiders say that the scale of their "packaging" cooperation with the Chinese Olympic Committee is "unprecedented."

Anta CEO Lai Shixian believes that the financial balance of Anta's bold marketing costs comes from anticipation of the market share of the future sporting goods market.

"Besides, the cash flow of Anta is more than 3 billion yuan, plus the sponsorship contract is paid in four years, so it will not cause any financial pressure."

Will the money be tight?

This is not something Anta needs to consider at all.

In 2011, and even the entire sports industry in the next 3 years, Anta will obviously be a more exciting year.

The market under the eyes is developing from traditional shoes, clothing and accessories to the subdivision of sports items and categories.

In the process, not only for Anta, but also for the whole sporting goods industry, it means greater market opportunities.