Anta And Rocket Officially Formed Strategic Alliance

On the evening of November 9, local time, Anta leader Ding Zhizhong and NBA rockets boss Leslie Alexander sealed the two sides' seals on the "win-win world" alliance, marking the formal formation of a strategic alliance. The day before, Anta had signed rockets power forward Scola, making him another NBA star to speak for Anta after Steve Francis. After the successful completion of listing financing, Anta, which holds a lot of money, began to strengthen its sports marketing offensive. Using music to interpret "never stop" Anta can stand out among the numerous shoe enterprises that have set off "brand making campaign" in the past few years, and sports marketing can be said to have contributed a lot. "Anta is the first" eat crab "brand According to Ren Xinzhao, deputy director of Anta brand, Anta was the first to use CCTV's advantage platform for brand promotion among many shoe enterprises at that time, so as to rapidly enhance brand awareness. "Well known, let me become a household name In September 2006, during the Asian Games in Doha, Anta also launched a brand new brand image advertisement. With Queen's rock music we are the champions and almost black-and-white advertising images, Anta launched the "keep moving" brand slogan. We are the champions, recommended by Zhiwei Thomson, Ren Xinzhao told reporters: Anta uses music to interpret the brand connotation of "never stop", and has achieved very good marketing results. "Because the songs we choose are very characteristic, the exciting rhythm can interpret the passion of sports, which is very consistent with Anta's advertising picture and advertising concept, which has left a deep impression on consumers and is of great help to brand promotion." Ren Xinzhao believes that the upgrading of brand slogans from "I choose, I like" to "never stop" is a very natural transition. "Although I never emphasize my own talent, I can't just emphasize my own talent, but I don't want to emphasize my own talent." Xu Yang, Anta's brand director, said that although the brand slogan has been adjusted, Anta's brand positioning has always been very clear. "The target audience of our sports marketing is a group of ordinary young people with dreams, who represent the middle-income young consumer groups in China. In this market segment, Anta has the advantage of brand power. Anta is the winner when you cut the biggest piece of cake in the biggest market With global resources to seek local market, behind these large-scale marketing activities, there is financial support from overseas. On July 10, this year, Anta sports products Limited was listed on the Hong Kong Stock Exchange (Code: 2020), offering 600 million shares worldwide, with 183 times over subscription for the public offering part alone. Together with the over allotment, Anta has raised more than HK $3.5 billion, making it the largest sporting goods brand in China. Alexander, the owner of Houston Rockets, is one of the major shareholders of Anta sports. He subscribed for 8.2% of the shares with 234 million yuan. According to Ren Xinzhao, deputy director of Anta brand, after listing, Anta's comprehensive strength has been significantly improved, and a greater platform has been obtained in the use of international resources. The strategic cooperation between Anta and the rocket team benefits from this. The alliance will also bring a series of cooperation plans for Anta. Ren Xinzhao said: "the most important one is the" new route "plan that we will launch this year. We will help the most potential young players in China enter the rocket training camp." In terms of integrating global resources, Anta has been trying for a long time. As early as the spring of 2006, Anta began to contact with many foreign consulting agencies in order to prepare for listing. Colney took charge of Anta's strategy formulation, Mercer outsourced Anta's human resources, KPMG acted as audit, and JWT Thomson was responsible for brand management. "The funds from the listing will help Anta speed up the expansion of its domestic sales network." Xu Yang, director of Anta company's brand management center, said that more than 3 billion yuan of listed funds will be used in advertising marketing and ERP information construction of terminal stores. In order to strengthen the management of terminal stores, Anta also attracted a third-party survey company as a "shadow customer" to score the store image, purchase volume and purchase structure. In order to expand the retail market, Anta established Shanghai frontline sports goods Development Co., Ltd. in October 2006. The company has cooperated with Adidas, Reebok and kappa in retail channel. According to the semi annual report released by Anta in September, Anta's operating performance in the first half of this year has surpassed that of last year. Xu Yang said signing Frances and Scola would be helpful in opening up overseas markets. But at present, Anta has a small proportion of overseas sales, mainly in Southeast Asia and Europe, with nearly 100 franchised stores. Ding Zhizhong, chairman of Anta (China) Co., Ltd., also made it clear that Anta will remain based in the domestic market. "China's market is so big that 500 million people in China can't afford Anta's shoes. In the next five years, it will be Anta's most important strategic goal to strive to become the most popular brand in China. " No sporting goods company dares to ignore the Olympic marketing by taking advantage of the 2008 Olympic Games. Anta is not a sponsor of the Beijing Olympic Games, but it is not willing to let go of this marketing opportunity. Ren made a long-term marketing plan for the Olympic Games three years ago and told the reporter that he had made a long-term plan for the Olympic Games from five years ago. In the prospectus, Anta invested HK $1.1 billion in sponsorship and promotion of Anta's brand. "In this huge brand feast, Anta is going to tell the Chinese Olympic story," Xu Yang told reporters On August 8, 2007, Anta launched a series of long planned advertisements on the occasion of the first anniversary of the countdown to the Olympic Games. An Olympic TV advertisement named "Manifesto" began to be put into the media. Anta attaches great importance to this advertisement. Ren Xinzhao told reporters: before the advertisement was put into operation, two versions of color and black and white were made, and consumer survey was conducted. Finally, the color version of the advertisement was determined by voting. In this advertisement, Anta continued the music marketing route and selected another famous Golden Melody of Queen band we will rock you. In the exciting music, Wang Hao, Tang Zhengdong and other Anta signed athletes shed sweat on the training ground, and the advertising film finally put out the slogan "08 wait for me". Obviously, in terms of Olympic marketing, Anta has also grasped the number of 2008, which is similar to the "My 2008" activities carried out by China Merchants Bank (39.33,1.61,4.27%). It's not only a ride, but also a ride away from the law. For next year's Olympic marketing, Anta's overall strategy is: national brands tell the story of Chinese people. Different from other brands' sponsorship of foreign Olympic delegation and famous athletes, Anta focuses on domestic Olympic sponsorship. Xu Yang said Anta has no plans to sign up for a sports team at present. Instead, Anta will mainly sign domestic Olympic gold medalists to express their personal beliefs and tell their stories of success after their hard work.