4 thoughts on “Anta’s marketing model and economic strategy.”
Kristie
Anta mode 1, star endorsement. Inviting sports stars as the spokesperson of the brand is one of the most commonly used marketing methods for sports clothing companies. In 1999, Anta signed a brand endorsement contract with Kong Linghui, a table tennis player Kong Linghui. In the 2000s of the Sydney Olympic Games, Kong Linghui won the table tennis men’s singles championship. Anta seized this opportunity and produced a number of brand advertisements endorsed by Kong Linghui. Once the advertisement was broadcast, it received good results. In the subsequent star endorsements, well -known sports stars in various fields such as Bartel, Feng Kun, and Scola were invited. They worked hard and worked hard to explain the brand positioning of Anta “Keep Moving” (never stop). /2, sponsorship. Today, people’s attention to sports events has increased significantly. Enterprises can quickly increase brand value and popularity through sponsorship of a certain sports event. In fact, sponsorship of sports events is actually a game. Enterprises must analyze their own economic conditions and brand positioning to choose to sponsor the most suitable sports events that are most suitable for the development of the enterprise. Since its establishment in 1991, Anta has invested hundreds of millions of yuan in sponsorship funds in sports events. While the competition sponsorship has increased Anta’s popularity, it also stabilizes capital with international brands. After more than ten years of market -sponsored marketing accumulation, Anta truly established a professional sports product. Differential marketing. In 1999, Anta signed a contract with Kong Linghui and subsequently invested 5 million yuan. This cost is equivalent to the profit of Anta in the first half of the year, and put advertisements on CCTV Sports Channel. This amazing move has gained quite good results. In 2000, Anta’s sales reached 300 million yuan, which was 6 times that of 1997. At the 2004 Athens Olympic Games, Anta began to use brand innovation, tap new consumer groups, and change brand slogans to enhance its core competitiveness, which enhanced the recognition of other brands in the minds of consumers. In 2005, Anta spent 30 million yuan to establish the first domestic sports science laboratory. A series of technologies such as “core technology”, “grip technology”, “anti -twist technology”, and “wear -resistant rubber” have been launched one after another, which has improved the technology content of the product and accumulated the competitive advantage that the brand is difficult to imitate. At the same time, Anta began to change the slogan of many years of advertising, from “I choose, I like” to “Keep Moving” (never stop). Essence They dare to adventure, love sports, and work hard to fit this slogan. In 2006, Anta began sponsoring China’s largest street basketball game and various extreme sports in Shanghai, Beijing, Guangzhou and other cities. The purpose is to allow them to better understand Anta, understand Anta’s brand charm and connotation, and increase their exposure. 3, cultural marketing. In the new issue of brand advertisements, Anta purchased the copyright of the British song “We Are the Champions”, used this song as a soundtrack of advertising, and gave it a more positive meaning. Please come to a little player who is engaged in professional sports training training. Telling their struggle story, they have no popularity, no prominent background and family affairs, and their talents have not become the top international athletes, but they are full of vitality and sweat. In the entire advertising film, there is a complete “grassroots”, which conveys the successful source of success that the “grassroots clan” has never stopped. Anta is through the marketing method of “grassroots culture” to convey their own brand demands: incorporate the spirit of sports that surpass themselves and never stop into everyone’s life. The network marketing. As of the end of 2010, my country’s e -commerce scale has reached 4.8 trillion yuan. In June 2011, the number of netizens in my country had exceeded 485 million, and the Internet penetration rate reached 36.2%. More and more companies have begun to pay attention to and pay attention to online marketing. It is not difficult to study the age composition of Chinese netizens. Young netizens aged 15 to 30 occupy half of the rivers and mountains. This age group is the main consumer group that Anta wants to attract. Anta cooperates with excellent e -commerce websites such as Amazon, Ledao, Taobao and other popular e -commerce websites. At the same time, the potential consumers are given a strong visual impact on the first screen ads on the various portals. 4, public welfare marketing. Public welfare marketing is a special marketing method developed in recent years. The company combines its own marketing strategy with public welfare activities to harvest public welfare benefits while increasing the popularity and reputation of the enterprise. In the minds of consumers, establish a company’s image with a sense of social responsibility. Customers will give priority to the brand’s products when choosing similar products. When implementing public welfare marketing, Anta incorporated the spirit of sports and the connotation of corporate culture, achieved good results, and won praise and recognition from society.
The Anta Anta Group is a comprehensive sporting goods group Co., Ltd., which is a Sino -foreign joint venture. It is composed of Anta (Fujian) Shoe Industry Co., Ltd., Beijing Anta Oriental Sports Products Co., Ltd., Anta (Hong Kong) International Investment Corporation and Anta Shoe Factory. The predecessor of the group company Anta (Fujian) Shoes Industry Co., Ltd. was founded in 1991. It is located in the top of the three major shoe capitals of China -Chenyi Town, Jinjiang City, Fujian. For more than a decade, the business philosophy of “peaceful entrepreneurship and down -to -earth” stems from the passion of creating the brand of the Chinese nation’s industry. After the unremitting efforts of the Anta people, the Anta Group has been produced from a regional sports shoes. Developed into a national marketing -oriented comprehensive sports goods company group. At present, Anta Group has more than 5,000 employees, and the construction area of the plant has reached more than 120,000 square meters. All of the six modern streamlines that implement computerized management are implemented, and more than 5 million doubles (sets) are produced annually. Anta is one of the leading sports goods brand companies in China. It is mainly engaged in design, development, manufacturing and marketing Anta brand sports shoes, clothing and accessories. The Group has established a widely distributed network in China through distributor management throughout the country. The Group focuses on brand building and marketing, combined with various propaganda resources, including sports sponsorship, advertising, interaction with consumers through the Internet, and spokesperson sponsorships, and cooperate with key product promotion to highlight product differentiation. The Group’s sports shoes market share comprehensive index is ranked first in China for seven consecutive years. [Edit] The significance of Anta logo “ANTA” was interpreted as “the mother of the earth” in Greek. It reflects extremely mind and dedication to the world and humans. Greece is the birth of the Olympic Games. The “Anta” metaphor means that its brand is the Olympic spirit and product movement, covering Anta culture, soul and modern sports spirit. Anta Sino -British combined logo shows internationalization, ethnicization, and professionalization. Bright red color represents vitality and aggressive. The A -shaped arc constructs a sense of space, and the flight rising on time shows the beautiful combination of strength, speed, and beauty in sports. The “Anta” font is horizontal and vertical, flat and stable, implying that he is entrepreneurially entrepreneurship. He is the spiritual quality of human beings. From the perspective of interpretation, it reflects the accumulation of thick hair, water droplets, and the pace of files to open up domestic and foreign markets. Judging from the combination of the logo, people are refreshing and reappeared. The design of the overall logo reflects the “Anta” of Anta Enterprise to be the nation, the “Anta” of the century, the “Anta” [Edit] Anta’s vertical integration business model Management experience, self -production capacity allows us to control the main operating stage of Anta products from product design, research and development, manufacturing, brand management and to distributors to sales and marketing Anta products. [Edit] Anta’s mission, vision, and core values mission integrate the sports spirit of “beyond self” into everyone’s life. The vision has become a Chinese sports brand with a double reputation and market share of the Chinese market, and has become the top ten sports goods companies in global sales. Core values brand first -We firmly believe that brand value is the benchmark for business decisions and the core of Anta people to maintain. Innovation -we never afraid of the risk of change, the pre -prospective pattern, and the innovation of aspiration with demand to create a customer’s lifelong value. Focus on pragmatic -we adhere to the “fine, fine, practical, and strict” attitude, and we are committed to growing up with sports. Integrity and gratitude-we believe in the principles of the life of honesty and uprightness, keeping their commitment to the life of the life, forever with gratitude, and doing our best to social responsibility [Edit] Anta and sports have the power to change the world “sports, have the power to change the world”, because sports ownership is possessing It is also the attention and love of many people who surpass the restrictions of national borders, ethnic groups, races. Anta, as a leading brand of national sports, found the huge potential of the sports goods market earlier, and also used sports marketing to create first -class enterprises. Signing the spokesperson, creating a new situation of sports marketing, as the first sports shoes company in China to advertise with sports stars, Anta is called “the first crab eating”. In the following years, the Chinese shoes industry has become a sports star and entertainment. The stage of celebrities fights. “Star Wars” and “Advertising War” made the Chinese sports shoes market signs of smoke. In this war and subsequent brand wars, Anta always maintained a leading position. The strong spokesperson lineup has become a powerful pillar of the Anta brand world. The grasp and in -depth understanding of the spirit of sports has become the capital of Anta brand competition with international brands. This is also the basis for in -depth competition with other brands. The Chinese League’s engine of the Chinese Men’s Basketball Professional League (CBA), the Chinese men’s volleyball league, the Chinese table tennis super league … In a loud league field in China, there is a sports brand that is known for its professional and solidity. -Anza. In addition to providing funds for the event, Anta also reached a strong alliance with scientific research and educational institutions to jointly establish the Anta Sports Laboratory, laying a solid foundation for China’s sports industry. Hand in hand -handed professional media has used integration and spreading professional brand Anta, and has positioned brand positioning as a professional sports brand since its founding brand. Professional brands need professional events to shape. Professional events require professional products to support. Professional products need to use professional media to promote. Therefore, in promoting advertising strategies, Anta particularly values the CCTV-5 platform. Putting the popularity has increased its popularity rapidly. The positioning of Anta Sports Communication, Anta Sports Communication, is the positioning of Anta Sports Industry. By participating in the entire sports industry, creating the popularity of the brand, increasing the gold content of the entire brand, and achieving product sales; this not only does the company’s own development, but also contributes to the development of the entire sports industry. Social responsibilities that should be actively assumed. The 2008 Olympic Games is about to be held in China. Anta has long seen this huge business opportunity. Whether it is sponsoring the CBA, table tennis league, or cooperation with the 10th transport delegation of the eight provinces and cities, Anta is strengthening the investment in sports marketing. All this stems from the unremitting pursuit -Anta, the leading brand of Chinese sports.
Sports stars CCTV Advertising “can only be regarded as a cause of Anta’s success. The real winning magic weapon is still a strong sales network. Anta’s biggest advantage is that the wide coverage is covered, and the first, second, and third -tier cities will not let go.” Anta is using it. The opportunity for the rapid improvement of the brand has comprehensively improved the entire sales system. From distribution, counters to specialty store operations and agents to cooperate with a hierarchical franchise model
What brand is Anta in our impression? Anta, founded in 1991, has now become the first sports brand in China’s market value. It once surpassed Adidas and ranked second in the world! Fashion sports brands-Feile, “Hermes” in outdoor sports-first-skiing brands, high-end skiing brands-Distet, and other world-renowned sports brands have also been successfully acquired by Anta. On from a single brand to a global sports brand matrix, from grassroots brand counterattack to becoming the company with the highest sales in China for many years, what exactly did Anta do? Next, I will analyze from the perspective of marketing. How does Anta find a new growth curve through the strategy of “single focus, multi -brand, omni -channel” strategy? I we will explain through the dimension of “Opportunities-Single Focus Strategy”. Is all know that a company’s strategy usually has three options: 1. Large -scale advantage strategy; 2. Differential strategy; 3. Blue Ocean Strategy. In the process of the entire strategic selection of the enterprise, it usually takes up the four dimensions: consumption dimension, category dimension, industrial chain dimension, and regional dimension. The border between enterprises should consider these dimensions during the operation, and from the Anta’s single -focus strategy, they begin to consider more category dimensions. Because they focus on sports shoes and clothing, their regional boundary is the entire China, and the future may become global. The consumers they serve are sports crowds, and because they are multi -brand companies, consumers will want to buy different sportswear in different sports scenarios. In this regard, Anta actually chooses differentiated competition strategy. and from the perspective of value chain, on the upstream supply chain, Anta is also exerting a large -scale advantage, so as to obtain the optimal cost performance. Therefore, Anta’s use of different strategies during each period is different. This is actually difficult for Anta’s own single focusing strategy. The reason is that the Chinese market has a huge dividend in the past 40 years of reform and opening up with the Internet tide. In the past, we knew that companies had many investment opportunities, such as the real estate industry. Their profitability and profit speed were faster than selling clothes and shoes. Anta has been following their own vision and mission. Their vision is ” Incorporate the spirit of sports beyond self into everyone’s life “, they hope that through the products they produce, a relatively simple pair of shoes and a piece of clothes can help everyone develop sports habits, develop a good spiritual appearance, and develop a good spiritual appearance. Some characteristics such as perseverance and other characteristics, they have been taking this as the starting point. , in fact, Anta also made a very correct choice, that is, he chose a very large track! Stamical sports supplies selected by Anta, from the perspective of demand level, research shows that China’s population characteristics are present in the following performance: China has been in about 4 minutes compared to the per capita leisure time of 2019 in 2019. Don’t underestimate these 4 minutes. What will people do with leisure time? Will pay attention to what you are in your body and spiritual pleasure. The sports population in China is 430 million. What is the sports population? That is to say twice a week, this is called a sports population. Compared to the population of China itself, in fact, the penetration rate is not high, which is about 30%, but in some high GDP countries, usually such a population will be more than half, so from the perspective of the proportion of the entire population, in the future, the future will be It will grow rapidly from 30%to 50%, with 20%in the middle, and China has 1.4 billion people. It can be imagined this space. It, more exercise promotes more frequency, more experience and more sports goods consumption. In fact, we currently cost 169 yuan on sports shoes and clothing. As people’s demand for sportswear increases, consumption will become larger and larger, so in such a fast -growing and fast -growing fast lane on Anta, Anta will Can I really be sure I can succeed? It about Anta founded the company in 1991, to the first Chinese sports goods company to break through 10 billion yuan, and then to the first overseas sports brand to be agent to a certain amount of volume, we will find that, relative to it, compared For other competitors, Anta knows the channels of the Chinese market, especially sinking the market, and know how to sell with their distributors, how to and how to sell them with their own channel systems, and how to sell them with their own consumers. In the Chinese sports goods industry, who is the company or brand with the highest sales volume for many years? It’s Anta. What does the first explanation of sales? Explain that in the supply angle of the production chain, you can obtain more scale advantages. The advantage is that one of Anta’s internal culture is: high standard benchmark! This brand is well done in comparison with last year, and expected, compared with yesterday, compared with other provinces and cities, and brothers’ units. Under the benchmarking culture, every brand of Anta and every employee has developed such a working habit, and the best requirements are required. Such a set of operating systems have formed their own management system after actual combat. What other companies cannot have. In the context of today’s era, Anta began to reshape the brand of Anta’s main brand in 2020. Anta has sold for many years in the country and has many patents. These Anta has been telling consumers that They have made so many technologies and are integrated into a pair of shoes and a piece of clothes to let everyone perceive such majors during the exercise. The same is true for products. In the process of enterprise development, Anta has always mentioned resource constraints. What is resource constraints? Simple understanding is called “human property”, using resources to make the optimal choice at effective time. Therefore, all competition is a differentiated choice that recognizes yourself, recognize others, and recognizes the general trend. So we look back at the logic of thinking behind the order: 1. The track is large enough; 2. The growth rate is fast enough; 3. Whether there are competitors who are not very good to choose, then look at ourselves, you, your ourselves, you What is the core long board? The so -called core long board must be a decisive long board, that is, you are absolutely ahead of others. When we look for this, we will believe why Anta can be so determined to succeed. When you hear the words “Anta”, you will think of it. In fact, Anta has been doing a pair of shoes and a piece of clothing for so long for such a long time, doing a good job in industry and doing a good job. The single focus strategy can actually be summarized as: the general trend! Sonic! The so -called general trend is to identify a industry first. Whether it has a large market, high growth rate, and relatively strong self -ability, this is called the general trend; Social needs! Therefore, under the general trend and the trend, the only thing that needs to be done is to do a good job of the driver, step on the throttle, go forward, focus on all the best resources in your organization, focus on , Read a good result!
Anta mode
1, star endorsement. Inviting sports stars as the spokesperson of the brand is one of the most commonly used marketing methods for sports clothing companies. In 1999, Anta signed a brand endorsement contract with Kong Linghui, a table tennis player Kong Linghui. In the 2000s of the Sydney Olympic Games, Kong Linghui won the table tennis men’s singles championship. Anta seized this opportunity and produced a number of brand advertisements endorsed by Kong Linghui. Once the advertisement was broadcast, it received good results. In the subsequent star endorsements, well -known sports stars in various fields such as Bartel, Feng Kun, and Scola were invited. They worked hard and worked hard to explain the brand positioning of Anta “Keep Moving” (never stop). /2, sponsorship. Today, people’s attention to sports events has increased significantly. Enterprises can quickly increase brand value and popularity through sponsorship of a certain sports event. In fact, sponsorship of sports events is actually a game. Enterprises must analyze their own economic conditions and brand positioning to choose to sponsor the most suitable sports events that are most suitable for the development of the enterprise.
Since its establishment in 1991, Anta has invested hundreds of millions of yuan in sponsorship funds in sports events. While the competition sponsorship has increased Anta’s popularity, it also stabilizes capital with international brands. After more than ten years of market -sponsored marketing accumulation, Anta truly established a professional sports product.
Differential marketing. In 1999, Anta signed a contract with Kong Linghui and subsequently invested 5 million yuan. This cost is equivalent to the profit of Anta in the first half of the year, and put advertisements on CCTV Sports Channel. This amazing move has gained quite good results. In 2000, Anta’s sales reached 300 million yuan, which was 6 times that of 1997. At the 2004 Athens Olympic Games, Anta began to use brand innovation, tap new consumer groups, and change brand slogans to enhance its core competitiveness, which enhanced the recognition of other brands in the minds of consumers. In 2005, Anta spent 30 million yuan to establish the first domestic sports science laboratory. A series of technologies such as “core technology”, “grip technology”, “anti -twist technology”, and “wear -resistant rubber” have been launched one after another, which has improved the technology content of the product and accumulated the competitive advantage that the brand is difficult to imitate. At the same time, Anta began to change the slogan of many years of advertising, from “I choose, I like” to “Keep Moving” (never stop). Essence They dare to adventure, love sports, and work hard to fit this slogan. In 2006, Anta began sponsoring China’s largest street basketball game and various extreme sports in Shanghai, Beijing, Guangzhou and other cities. The purpose is to allow them to better understand Anta, understand Anta’s brand charm and connotation, and increase their exposure.
3, cultural marketing. In the new issue of brand advertisements, Anta purchased the copyright of the British song “We Are the Champions”, used this song as a soundtrack of advertising, and gave it a more positive meaning. Please come to a little player who is engaged in professional sports training training. Telling their struggle story, they have no popularity, no prominent background and family affairs, and their talents have not become the top international athletes, but they are full of vitality and sweat. In the entire advertising film, there is a complete “grassroots”, which conveys the successful source of success that the “grassroots clan” has never stopped. Anta is through the marketing method of “grassroots culture” to convey their own brand demands: incorporate the spirit of sports that surpass themselves and never stop into everyone’s life.
The network marketing. As of the end of 2010, my country’s e -commerce scale has reached 4.8 trillion yuan. In June 2011, the number of netizens in my country had exceeded 485 million, and the Internet penetration rate reached 36.2%. More and more companies have begun to pay attention to and pay attention to online marketing. It is not difficult to study the age composition of Chinese netizens. Young netizens aged 15 to 30 occupy half of the rivers and mountains. This age group is the main consumer group that Anta wants to attract. Anta cooperates with excellent e -commerce websites such as Amazon, Ledao, Taobao and other popular e -commerce websites. At the same time, the potential consumers are given a strong visual impact on the first screen ads on the various portals.
4, public welfare marketing. Public welfare marketing is a special marketing method developed in recent years. The company combines its own marketing strategy with public welfare activities to harvest public welfare benefits while increasing the popularity and reputation of the enterprise. In the minds of consumers, establish a company’s image with a sense of social responsibility. Customers will give priority to the brand’s products when choosing similar products. When implementing public welfare marketing, Anta incorporated the spirit of sports and the connotation of corporate culture, achieved good results, and won praise and recognition from society.
The Anta Anta Group is a comprehensive sporting goods group Co., Ltd., which is a Sino -foreign joint venture. It is composed of Anta (Fujian) Shoe Industry Co., Ltd., Beijing Anta Oriental Sports Products Co., Ltd., Anta (Hong Kong) International Investment Corporation and Anta Shoe Factory. The predecessor of the group company Anta (Fujian) Shoes Industry Co., Ltd. was founded in 1991. It is located in the top of the three major shoe capitals of China -Chenyi Town, Jinjiang City, Fujian. For more than a decade, the business philosophy of “peaceful entrepreneurship and down -to -earth” stems from the passion of creating the brand of the Chinese nation’s industry. After the unremitting efforts of the Anta people, the Anta Group has been produced from a regional sports shoes. Developed into a national marketing -oriented comprehensive sports goods company group. At present, Anta Group has more than 5,000 employees, and the construction area of the plant has reached more than 120,000 square meters. All of the six modern streamlines that implement computerized management are implemented, and more than 5 million doubles (sets) are produced annually. Anta is one of the leading sports goods brand companies in China. It is mainly engaged in design, development, manufacturing and marketing Anta brand sports shoes, clothing and accessories. The Group has established a widely distributed network in China through distributor management throughout the country. The Group focuses on brand building and marketing, combined with various propaganda resources, including sports sponsorship, advertising, interaction with consumers through the Internet, and spokesperson sponsorships, and cooperate with key product promotion to highlight product differentiation. The Group’s sports shoes market share comprehensive index is ranked first in China for seven consecutive years. [Edit] The significance of Anta logo “ANTA” was interpreted as “the mother of the earth” in Greek. It reflects extremely mind and dedication to the world and humans. Greece is the birth of the Olympic Games. The “Anta” metaphor means that its brand is the Olympic spirit and product movement, covering Anta culture, soul and modern sports spirit. Anta Sino -British combined logo shows internationalization, ethnicization, and professionalization. Bright red color represents vitality and aggressive. The A -shaped arc constructs a sense of space, and the flight rising on time shows the beautiful combination of strength, speed, and beauty in sports. The “Anta” font is horizontal and vertical, flat and stable, implying that he is entrepreneurially entrepreneurship. He is the spiritual quality of human beings. From the perspective of interpretation, it reflects the accumulation of thick hair, water droplets, and the pace of files to open up domestic and foreign markets. Judging from the combination of the logo, people are refreshing and reappeared. The design of the overall logo reflects the “Anta” of Anta Enterprise to be the nation, the “Anta” of the century, the “Anta” [Edit] Anta’s vertical integration business model Management experience, self -production capacity allows us to control the main operating stage of Anta products from product design, research and development, manufacturing, brand management and to distributors to sales and marketing Anta products. [Edit] Anta’s mission, vision, and core values mission integrate the sports spirit of “beyond self” into everyone’s life. The vision has become a Chinese sports brand with a double reputation and market share of the Chinese market, and has become the top ten sports goods companies in global sales. Core values brand first -We firmly believe that brand value is the benchmark for business decisions and the core of Anta people to maintain. Innovation -we never afraid of the risk of change, the pre -prospective pattern, and the innovation of aspiration with demand to create a customer’s lifelong value. Focus on pragmatic -we adhere to the “fine, fine, practical, and strict” attitude, and we are committed to growing up with sports. Integrity and gratitude-we believe in the principles of the life of honesty and uprightness, keeping their commitment to the life of the life, forever with gratitude, and doing our best to social responsibility [Edit] Anta and sports have the power to change the world “sports, have the power to change the world”, because sports ownership is possessing It is also the attention and love of many people who surpass the restrictions of national borders, ethnic groups, races. Anta, as a leading brand of national sports, found the huge potential of the sports goods market earlier, and also used sports marketing to create first -class enterprises. Signing the spokesperson, creating a new situation of sports marketing, as the first sports shoes company in China to advertise with sports stars, Anta is called “the first crab eating”. In the following years, the Chinese shoes industry has become a sports star and entertainment. The stage of celebrities fights. “Star Wars” and “Advertising War” made the Chinese sports shoes market signs of smoke. In this war and subsequent brand wars, Anta always maintained a leading position. The strong spokesperson lineup has become a powerful pillar of the Anta brand world. The grasp and in -depth understanding of the spirit of sports has become the capital of Anta brand competition with international brands. This is also the basis for in -depth competition with other brands. The Chinese League’s engine of the Chinese Men’s Basketball Professional League (CBA), the Chinese men’s volleyball league, the Chinese table tennis super league … In a loud league field in China, there is a sports brand that is known for its professional and solidity. -Anza. In addition to providing funds for the event, Anta also reached a strong alliance with scientific research and educational institutions to jointly establish the Anta Sports Laboratory, laying a solid foundation for China’s sports industry. Hand in hand -handed professional media has used integration and spreading professional brand Anta, and has positioned brand positioning as a professional sports brand since its founding brand. Professional brands need professional events to shape. Professional events require professional products to support. Professional products need to use professional media to promote. Therefore, in promoting advertising strategies, Anta particularly values the CCTV-5 platform. Putting the popularity has increased its popularity rapidly. The positioning of Anta Sports Communication, Anta Sports Communication, is the positioning of Anta Sports Industry. By participating in the entire sports industry, creating the popularity of the brand, increasing the gold content of the entire brand, and achieving product sales; this not only does the company’s own development, but also contributes to the development of the entire sports industry. Social responsibilities that should be actively assumed. The 2008 Olympic Games is about to be held in China. Anta has long seen this huge business opportunity. Whether it is sponsoring the CBA, table tennis league, or cooperation with the 10th transport delegation of the eight provinces and cities, Anta is strengthening the investment in sports marketing. All this stems from the unremitting pursuit -Anta, the leading brand of Chinese sports.
Sports stars CCTV Advertising “can only be regarded as a cause of Anta’s success. The real winning magic weapon is still a strong sales network. Anta’s biggest advantage is that the wide coverage is covered, and the first, second, and third -tier cities will not let go.” Anta is using it. The opportunity for the rapid improvement of the brand has comprehensively improved the entire sales system. From distribution, counters to specialty store operations and agents to cooperate with a hierarchical franchise model
What brand is Anta in our impression? Anta, founded in 1991, has now become the first sports brand in China’s market value. It once surpassed Adidas and ranked second in the world! Fashion sports brands-Feile, “Hermes” in outdoor sports-first-skiing brands, high-end skiing brands-Distet, and other world-renowned sports brands have also been successfully acquired by Anta.
On from a single brand to a global sports brand matrix, from grassroots brand counterattack to becoming the company with the highest sales in China for many years, what exactly did Anta do? Next, I will analyze from the perspective of marketing. How does Anta find a new growth curve through the strategy of “single focus, multi -brand, omni -channel” strategy?
I we will explain through the dimension of “Opportunities-Single Focus Strategy”.
Is all know that a company’s strategy usually has three options: 1. Large -scale advantage strategy; 2. Differential strategy; 3. Blue Ocean Strategy. In the process of the entire strategic selection of the enterprise, it usually takes up the four dimensions: consumption dimension, category dimension, industrial chain dimension, and regional dimension.
The border between enterprises should consider these dimensions during the operation, and from the Anta’s single -focus strategy, they begin to consider more category dimensions. Because they focus on sports shoes and clothing, their regional boundary is the entire China, and the future may become global. The consumers they serve are sports crowds, and because they are multi -brand companies, consumers will want to buy different sportswear in different sports scenarios. In this regard, Anta actually chooses differentiated competition strategy.
and from the perspective of value chain, on the upstream supply chain, Anta is also exerting a large -scale advantage, so as to obtain the optimal cost performance. Therefore, Anta’s use of different strategies during each period is different.
This is actually difficult for Anta’s own single focusing strategy. The reason is that the Chinese market has a huge dividend in the past 40 years of reform and opening up with the Internet tide. In the past, we knew that companies had many investment opportunities, such as the real estate industry. Their profitability and profit speed were faster than selling clothes and shoes. Anta has been following their own vision and mission. Their vision is ” Incorporate the spirit of sports beyond self into everyone’s life “, they hope that through the products they produce, a relatively simple pair of shoes and a piece of clothes can help everyone develop sports habits, develop a good spiritual appearance, and develop a good spiritual appearance. Some characteristics such as perseverance and other characteristics, they have been taking this as the starting point.
, in fact, Anta also made a very correct choice, that is, he chose a very large track!
Stamical sports supplies selected by Anta, from the perspective of demand level, research shows that China’s population characteristics are present in the following performance: China has been in about 4 minutes compared to the per capita leisure time of 2019 in 2019. Don’t underestimate these 4 minutes. What will people do with leisure time? Will pay attention to what you are in your body and spiritual pleasure.
The sports population in China is 430 million. What is the sports population? That is to say twice a week, this is called a sports population. Compared to the population of China itself, in fact, the penetration rate is not high, which is about 30%, but in some high GDP countries, usually such a population will be more than half, so from the perspective of the proportion of the entire population, in the future, the future will be It will grow rapidly from 30%to 50%, with 20%in the middle, and China has 1.4 billion people. It can be imagined this space.
It, more exercise promotes more frequency, more experience and more sports goods consumption. In fact, we currently cost 169 yuan on sports shoes and clothing. As people’s demand for sportswear increases, consumption will become larger and larger, so in such a fast -growing and fast -growing fast lane on Anta, Anta will Can I really be sure I can succeed?
It about Anta founded the company in 1991, to the first Chinese sports goods company to break through 10 billion yuan, and then to the first overseas sports brand to be agent to a certain amount of volume, we will find that, relative to it, compared For other competitors, Anta knows the channels of the Chinese market, especially sinking the market, and know how to sell with their distributors, how to and how to sell them with their own channel systems, and how to sell them with their own consumers. In the Chinese sports goods industry, who is the company or brand with the highest sales volume for many years? It’s Anta. What does the first explanation of sales? Explain that in the supply angle of the production chain, you can obtain more scale advantages.
The advantage is that one of Anta’s internal culture is: high standard benchmark! This brand is well done in comparison with last year, and expected, compared with yesterday, compared with other provinces and cities, and brothers’ units. Under the benchmarking culture, every brand of Anta and every employee has developed such a working habit, and the best requirements are required. Such a set of operating systems have formed their own management system after actual combat. What other companies cannot have.
In the context of today’s era, Anta began to reshape the brand of Anta’s main brand in 2020. Anta has sold for many years in the country and has many patents. These Anta has been telling consumers that They have made so many technologies and are integrated into a pair of shoes and a piece of clothes to let everyone perceive such majors during the exercise. The same is true for products. In the process of enterprise development, Anta has always mentioned resource constraints. What is resource constraints? Simple understanding is called “human property”, using resources to make the optimal choice at effective time. Therefore, all competition is a differentiated choice that recognizes yourself, recognize others, and recognizes the general trend.
So we look back at the logic of thinking behind the order: 1. The track is large enough; 2. The growth rate is fast enough; 3. Whether there are competitors who are not very good to choose, then look at ourselves, you, your ourselves, you What is the core long board? The so -called core long board must be a decisive long board, that is, you are absolutely ahead of others. When we look for this, we will believe why Anta can be so determined to succeed. When you hear the words “Anta”, you will think of it. In fact, Anta has been doing a pair of shoes and a piece of clothing for so long for such a long time, doing a good job in industry and doing a good job.
The single focus strategy can actually be summarized as: the general trend! Sonic! The so -called general trend is to identify a industry first. Whether it has a large market, high growth rate, and relatively strong self -ability, this is called the general trend; Social needs! Therefore, under the general trend and the trend, the only thing that needs to be done is to do a good job of the driver, step on the throttle, go forward, focus on all the best resources in your organization, focus on , Read a good result!