Anta'S Advertising Logic With Major Sporting Events

It has long been one of the most popular marketing methods in the industry to improve visibility and expand market by means of large events.

While sitting firmly at the top of the domestic sports brand, Anta is also accelerating the reshuffle of sports resources, and rewriting the changes of the industry pattern through the pfer and division of sports resources.

"Your original men's freestyle Asian records have been broken by me. Do you want to take them back? That depends on the real skills. Let's see in Inchon..."

"If you go to the top of your life, how will you choose? Do you want to rush back or go ahead? Though it was hard and painful, I wanted to enjoy it again and enjoy my life."

This is the two Chinese sports brand released before the opening of the seventeenth Asian Games, which is totally different in style, appeal and image.

The first is 361 degrees, and asks Sun Yang, his spokesperson, to use the Korean language to separate Pu Taihuan from the other.

The second one is

The meaning of Keep Moving is explained by the pformation process of Olympic hardware king Zou Kai.

First, regardless of the effect of two advertisements, we can see the marketing attitude taken by two brands in the Asian Games and reflect the position and marketing strategy of the two brands in the sports industry.

Anta, 361 degrees, behind different songs

In September 22nd, in the seventeenth men's 200 meter freestyle final of the Inchon Asian Games, Sun Yang regretted that he missed the gold medal and ranked second. Another winner of the event, Pu Taihuan, also won the bronze medal. The champion was accidentally picked up by the Japanese black horse player Ogino Kosuke.

This result did make Sun Yang and his sponsorship brand 361 degrees awkward, because 361 degrees had launched 4 TVC before the game, and Sun Yang challenged Pu Taihuan directly.

Bai Yansong, a well-known host of CCTV, believes that the advertisement does not understand the spirit of sports and has no emotional quotient, and asks the CCTV to stop or replace it.

And audiences are willing to interpret them in a humorous way.

Asian Games "provocative advertising" and the August Nanjing Youth Olympic Games

361 degrees seems to be conveying a new understanding of sports through advertisements: every athlete is a young animal who loves sports and is full of the wild nature of youth, and it wants to break out the wild nature that has lurked in athletes and brewed for a long time.

The advertising style of 361 degree is also changing. It pays more attention to launching a topic discussion through perceptual expression, so as to attract more young people's attention and discussion.

Such a turn is a phased choice of 361 degree marketing, on the one hand, it strongly conveys "confidence" to the outside world; on the other hand, it is also very difficult not to touch the "minefield" - "domineering and arrogant".

The Chinese sports brand Anta, which is also one of the focuses of the Asian Games, is more positive.

In the past, Anta's advertisement focused mostly on the product itself. However, now, Anta, who is firmly in the first place in China's sports brand and has no lack of popularity, has opened a story. It is recalled that Zou Kai was sent to the gym at the age of four, and after 11 years of training, she grew from the city team to the national team. She bravely climbed the peak and went through trials and tribulations, forging the history of the first hardware king in Chinese Olympic history, and did not forget to convey Anta's brand connotation at the same time.

Micro film online hits a breakthrough of two hundred thousand a day, and has been reproduced by Tencent, potatoes, Sohu, Youku and other video media.

Although the production level and narrative techniques of "opening a story" can not be regarded as the top level, the Olympic spirit and brand image of the Olympic champion are closely linked, conveying the core values of the brand and showing the confidence and details of the "China first / world champion".

Same advertisement

Similarly, the sponsorship style of the 361 Asian Games in Inchon is different from that of Anta.

From the comprehensive performance of 361 degrees, we can take the initiative to attack in Inchon Asian Games and seek the maximization of exposure.

While Anta pays more attention to the utilization of advantageous resources, and achieves maximum dissemination effect through integrated marketing.

361 degrees invested nearly 100 million yuan to become a senior partner of the Asian Games sportswear, providing about 30 thousand staff costumes, and attracted much attention because of the opening ceremony of 361 degree Lee Young-Ae lit the Olympic flame.

In addition, 361 degrees also sponsored the China national swimming team, China National Cycling Team and the Macao delegation of China.

However, the Asian Games with strong influence and less attention will be observed.

Some media have reported that 361 yuan invested large sums of money in the Asian Games has proved the promotion of international influence, but whether the enterprise brand and propaganda have reached a synchronous development is worth pondering.

Industry analysis: compared to Anta, although the "low-key", but the effect may have to catch up to 361 degrees.

This is because Anta has neither paid the sponsorship fee directly for the Asian Games in Inchon, but also won the "highest concern" at the competition venues with the help of the Chinese sports delegation's award dress and 24 national teams.

At the same time, it has integrated the integrated marketing to seize the commanding heights of communication, and achieved the result with twice the result with half the effort.

On the one hand, Anta has continued the traditional marketing practices of the London Olympic Games and the Sochi Winter Olympic Games, covering TV advertisements, news reports and landing activities: strategic cooperation with CCTV's five sets of Asian Games reporting columns. The CCTV journalists of the Asian Games are all dressed in Anta clothing for overseas visits and interviews.

On the other hand, Anta broke through the past marketing mode and innovated: holding hands with Tencent, setting up Anta front studios at the Asian Games, giving special coverage to athletes, pmitting athletes' competition experience and championship life, pmitting them to domestic netizens in a timely manner; disseminated "opening a story" and pmitting sportsmanship in digital media; after micro-blog, WeChat and other social media, after the national team athletes won the championship, they would cheer for athletes and interact with fans through creative pictures and texts.

Strategy of big boss: strong association of "China Sports"

It has long been one of the most popular marketing methods in the industry to improve visibility and expand market by means of large events.

Comparative analysis of China's sports brands in 2014 half year earnings report: in the first half of 2014, the proportion of sports marketing input (sports resources purchase, advertising and marketing related expenses) accounted for total revenue: Anta 10.8%, Lining 19.4%, XTEP 12.5%, PEAK 11.2%.

As of September 26th, the market value of Anta sports exceeded 37 billion 200 million Hong Kong dollars, exceeding the total market value of a number of enterprises such as Lining, XTEP, 31st degree, PEAK and so on.

While sitting firmly at the top of the domestic sports brand, Anta is also accelerating the reshuffle of sports resources, and rewriting the changes of the industry pattern through the pfer and division of sports resources.

The champion of Anta has a long history. Since 1999, Kong Linghui's endorsement of TV commercials appeared on CCTV5, and after two months of broadcasting, he achieved a huge increase in sales. It was also because Kong Linghui became a household name in Sydney 2000 Olympic champion.

Since then, Anta knows more about the value of champions and top events.

In 2009, Anta reached a strategic cooperation agreement with the Chinese Olympic Committee, becoming the "2009-2012 year Chinese Olympic sports apparel partner" and "2009-2012 year Chinese sports delegation cooperation partner".

In 2013, Anta announced the renewal of the contract with the Chinese Olympic Committee and became the "2013-2016 year Olympic sports apparel partner of the Chinese Olympic Committee".

At the same time, Anta also launched the competition for the gold medal national team, and signed 24 national teams, namely, water, winter, boxing, taekwondo, gymnastics, and soft throwing 5 sports centers.

Since then, Anta has been identified as the core of the Chinese Olympic Committee's cooperative partner, and the strategic layout of the gold medal national team as the cornerstone of the COC has been preliminarily completed.

The move has made Anta brand closely related to Chinese sports, making Anta a sports brand representing Chinese sports and representing the essence of sports.

In fact, at the Asian Games in Inchon, Anta is not really "low-key". Instead, it focuses on Anta's COC strategy, integrates resources accumulated over a long period of time, and assists in a large-scale training by means of innovative marketing.

Anta will use all the resources and experience accumulated from the London Olympic Games to the Winter Olympics in Sochi and then to the Nanjing Youth Olympic Games. It will be applied to the Asian Games in Inchon. From the training dress, the match suit to the award dress, the athletes will be provided with all kinds of sports clothing, clothing, training equipment and training equipment for nearly 1000 athletes from the five sports management centers in China. The champion dragon clothing will continue the concept of the Dragon Olympic Games in London and Sochi since the Winter Olympic Games.

From this we can see that Inchon's Asian Games Anta's "low profile and confidence" is the accumulation of resources, national teams and rights and interests. It also marks the maturity of Anta's major sports marketing capabilities. It can not only carry out brand exposure on a large scale, but also convey the spirit of never stopping to consumers.

However, Anta did not stop. "I hope to win all the major sports, including three big balls", Anta brand President Zheng Jie said. At the same time, he pointed out that "Anta has done well in financial control, not worried about sports sponsorship, and has a further link between the design and sales links for products with high correlation between sponsorship and consumption habits."

In the future, Anta's ambition is "consumers can directly associate Chinese sports with Anta, and think of Anta in China's sports."