"Take a quiz: Think of a Chinese brand. Japan has Sony, BMW in Germany, Samsung in South Korea, and China?" This is the beginning of the front page essay of the Washington Post. American humorous question really asked the Americans, in fact, many Westerners can not answer it. Although almost every American family uses Chinese products, few Americans report the Chinese brand.
As a big garment manufacturing country, this is not just an economic issue - because the brand will make Chinese clothing more respected!
China has long put forward the "three-stage introduction of technology ---- digestion and absorption ---- self-development", and initially aims to promote the birth of national brands by using "foreign power". The reality is that the current "Chinese brand" dialogue world is still awkward.
However, we are delighted that taking Anta as the leading Chinese sportswear brand is a pioneer and is breaking the embarrassment and demonstrating the trend of "encirclement and suppression" of foreign brands in the Chinese market.
China Goes Down: Chinese Sports Benefit Chinese Brands
Over the years, triumph of Chinese sports for all to see. From the first place in the gold medal in the Beijing Olympic Games to the gold medal in the Shenzhen Universiade, China takes the lead in sports power. The Chinese brand is the first to benefit from the party.
In the Chinese sports apparel market, foreign brands such as Nike and Adidas have dominated more than 10 years. However, with the expansion of the Chinese national sports brand, the original market structure has changed. In the past few years, "country into the ocean back" is the key word in China's sportswear industry.
It is reported that these international brands predators are reducing market share. In contrast, in the current top 10 sports apparel brands in China, the majority of China's leading sports brands, led by Anta and others, account for the vast majority.
From the recent ANTA announced midyear performance can be seen. Turnover increased 28.9% YoY to RMB4.45 billion. If the annual growth rate in the first half of the year can be maintained, it is expected that ANTA will be able to sit for the first time this year, the domestic sporting goods industry, "boss." This signal shows that China's top domestic sports brand already has the strength to compete with the international giants.
However, Chen Pei-Ai, director of Academic Committee of China Institute of Advertising, said that although the competitive advantages of national sports brand products currently lie in low prices, low prices can only be a kind of phased marketing. If you want to enter first-tier markets, ethnic enterprises must pay attention to Products to be separated, not only have low-end products, but also have their own high-end brands.
To this end, Anta invested 600 million Hong Kong dollars acquisition of the well-known Italian high-level sports and leisure brand FILA operations in China, officially entered the high-end sporting goods market.
Frequent debut: Chinese brands bite international events
Once upon a time, the Olympic Games and the Universiade have been patented by major international brands. Nowadays, with the rapid rise of many Chinese sports brands, European and American brand monopolies in international competitions are being replaced. More and more Chinese sportswear brands jump in public view in.
From sponsoring popular sports events to signing domestic and foreign well-known athletes, local brands have an increasing appetite. In sports marketing, Anta has accumulated more than 10 years of experience, from sponsoring the CBA, the National Volleyball League, Table Tennis, to the strategic cooperation with the NBA Rockets, and then to sign the tennis star and become the 2009-2012 Chinese Olympic Committee Sports apparel partners and Chinese sports delegation partners. Anta every marketing plan have received a huge return.
And in previous years quite satisfactory marketing strategy, Anta in recent years the marketing focus on "good investment", and "grassroots" link together. The so-called "good investment" refers to the corresponding consumer groups, choose the appropriate marketing approach, also referred to as the "proximity principle." For example, the evening of August 23, Anta spokesman, NBA superstar Garnett ended a 10-day trip to China in 2011, private charter flights back to the United States. Garnett, sponsored by ANTA, left four cities in Guangzhou, Wuhan, Shenyang and Beijing. Apart from filming commercials and recording talk shows, Kevin Garnett also conducted many interactions with Chinese basketball enthusiasts. Garnett's China trip fully demonstrated the maturity of ANTA brand sports marketing strategy.
Some sports industry observers think that as long as they know how to operate, sports marketing is not just a "throw money" marketing. He said: "It should be noted that enterprises aspire to both fame and fortune at the same time, do not be too open, leading NBA star may be overwhelming, even the brand price dilution, the opposite effect."
"Smashing money" promotion: Sports marketing is not a sports promotion
Sports marketing is not a short-term short-term behavior, is a sustained strategic plan, is a project that requires strong financial support and supporting system implementation. As a new marketing model, we are more concerned about how much the fit between this model and the apparel brand is, and 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's amount of money even surpassed the 75 million U.S. dollars of TOP sponsors of the 2008 Beijing Olympic Games. Anta is getting "not bad money" more and more and how flowers are the key points. Crazy sponsored tournaments, signed a large number of celebrity endorsements, the model is relatively simple sports marketing, Anta has been doing for nearly 10 years. In terms of sales revenue, this is indeed quite successful - according to the stock market analysis, Anta this year as the domestic sporting goods brand "boss" not to question.
However, how to make Anta brand "more respected" - this is the key reason why it is willing to pay a large sum for its cooperation with the Olympic Committee. Anta's rights and interests covered the relevant Olympic promotion activities, including the training of relevant coaches and the popularization of national fitness programs. Insiders said they and the Chinese Olympic Committee of the "package" of cooperation, its scale called "unprecedented."
Anta CEO Lai Shixian that Anta bold marketing costs in the financial balance, from the future market share of sporting goods is expected. "Not to mention the current cash flow of more than 30 billion yuan in Anta, coupled with the sponsorship contract paid in four years, it will not pose any financial pressure." Money will not be tight? This is not ANTA need to consider problem.
2011, and even the entire sporting goods industry in the next 3 years, apparently Anta will be more exciting year. Under the noses of the market is from the traditional shoes, clothing, accessories developed to the classification according to competitive events and categories of stages. In this process, not only for Anta, the entire sporting goods industry means more opportunities for market development.
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