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Anta's Marketing Strategy Has Been Upgraded Again.

2010/10/2 14:47:00 103

Anta Marketing Upgrade

If you want to use one word describe Anta shoe company Marketing Perhaps, sports marketing is a more appropriate word. In the so-called post Olympic marketing era, shoe enterprises Anta attacked again. China The sports clothing sponsor of the National Olympic Committee is another upgrade of Anta sports marketing strategy.


As a sports brand, Anta has always played an important role in sports marketing. In this regard, Anta has accumulated more than 10 years of experience in sports marketing. From sponsorship of CBA, national volleyball league matches, Ping Pong Chao to strategic cooperation with NBA rockets, and then to star tennis star Jankovic, Anta has gained substantial returns from every marketing activity. Therefore, in 2010 and for a long time to come, Anta will continue to adhere to sports marketing.


In 2009, Anta's most important marketing strategy was to become a sports apparel sponsor of the National Olympic Committee of China. In 2012, the Chinese Olympic delegation will appear in the world in Anta sportswear during the 11 events, including the 2010 Vancouver Olympic Winter Games, the 2010 Guangzhou Asian Games and the 2012 London Olympics. And the Anta brand will soon enter the vision of global sports fans with the way of television relay and network relay. This cooperation is a renewed upgrade of sports marketing strategy after Anta signed Kong Linghui's image endorser marketing in 1999 and sponsored many top domestic leagues in 2003.


In 2009, another important sports marketing initiative of Anta was officially become a strategic partner of the aquatic sports center and the national team. In the next 4 years, Anta will serve as the main sponsor and sports equipment supplier for the five national teams of China's National Sailing Team, rowing team and other sports teams, including sports equipment including award equipment and sports equipment.


To cooperate with Anta in the promotion of the sixteenth Asian Games in 2010, we cooperated with the Chinese Olympic Committee in CO hosting the "China light shining Anta Anta Asian Games China Award winning equipment design competition". The competition is based on the theme of "Chinese light shining from you", and encourages competitors to upload their works and creative instructions to the official website of the competition. The final design plan will become a sports dress for Chinese sportsmen on the podium of the 2010 Guangzhou Asian Games. This is one of our most important interactive marketing activities this year.


As a favorite brand of young people, Anta can not ignore the power of network transmission. Therefore, following the signing of the Chinese Olympic Committee in 2009, Anta cooperated with Tencent to launch the China sports fans interactive community, the anta.qq.com. We hope to make it a "sports happy network" which integrates virtual technology, online shopping mall and network interaction.


[2010 marketing vane]


Q: what elements should a successful interactive marketing possess?


A: it can attract consumers' eyes, entertainment, convenience and user experience.


Q: what is the marketing value of Anta for the Internet?


A: Anta, as a sports brand, its main users are also young people. The Internet structure of China's Internet is in line with Anta's market demand, and network users are highly coincident with Anta's target group.


Q: how does Anta enter the high-end market?


A: Anta never thought of giving up the high-end market. In August last year, Anta bought the operation rights of the Italy sports brand FILA from BELLE group, hoping to attack the high-end market with FILA, and Anta brand will firmly occupy the mass market.


Semir: promotion is more diversified


Semir, which is very active in the two or three market, is also very young in marketing. Semir is willing to try as long as it is a marketing move that can impress the younger generation of consumers.


At present, in the Chinese market, Semir group has 3000 stores, and in the East and Northeast China, Semir has created a higher profit. Facing the impact of the global financial crisis, in 2009, Semir group still achieved the goal of "52% growth, total sales volume reached 6 billion yuan, and the tax revenue amounted to 300 million yuan", because Semir has always been proud of the "virtual business mode" under the influence of the global financial crisis, but increasingly highlights the advantages of its industrial chain.


In 2009, Semir's most colorful marketing activity was the implantation of the TV drama "youth stage". Semir has become the first domestic casual clothing brand to try to imply cooperation with TV dramas. As a joint production unit, Semir not only creates a series of fashion models for all the starring roles in the play, but also invites the crew to go to Semir flagship shops to take pictures. At the same time, Semir also launched the "youth stage" series of costumes. The "youth stage" in the CCTV broadcast also helped Semir's brand image improve.


Besides the implantation of TV plays, we also attach great importance to the impact of Internet on young consumers. Semir has become the beneficiary of Internet marketing in the past few years. We chose the more than 100 million QQ users with the young and fashionable crowd as the object of publicity. By making the clothing style into QQ show, let Netizens feel the feeling of "beauty, fashion and beauty" brought by Semir, Semir QQ show has been very successful.


In addition, we also hand in the official website of PPS Internet TV, exclusive title and buyout all the advertising resources on the PPS platform "2009 Happy girl", the impact of the audience reached 100 million people. In Youku, the hit show, "who made my youth" was sponsored by Semir and achieved good communication results.


We are taking the route of rural encircling the city. In the past, Semir's market was mainly concentrated in two or three lines. In 2010, Semir will continue to focus on the development of the first-line market in addition to consolidating the two or three line market. In 2009, Semir launched a new product development plan and set up a special team for this purpose. We authorized the introduction of a French brand, mainly for 16 year old ~35 years of consumption. The brand is mainly leisure oriented, personalized, more fashionable and more expensive than existing brands. Semir will take a multi brand, high quality, fashion oriented road to international market in the future.


[2010 marketing vane]


What new media platforms, marketing techniques or marketing methods will be tried in Q:2010?


A: Semir will adopt more diversified brand promotion methods in the future, not only in the field of film and television, but in other areas, as long as it meets Semir brand.


The positioning of "public and sunshine" can be considered.


Q: what elements should a successful implant marketing possess?


A: it is important to identify the brand fit with the psychology of consumers. There is a high degree of correlation between program plot and brand implanting, and the audience is easy to accept, and it is easy to produce memories with the plot.


What is the most valuable marketing platform in Q:2009?


A: for Semir, the most valuable marketing platform in 2009 is movie and TV play, and the Internet as a marketing platform is also valuable.

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