Sports And Fashion Make Anta Today

With the closing date of the 2008 Beijing Olympic Games and the vigorous rise of the national fitness campaign, sports apparel and all kinds of sporting goods will become a highlight of China's popular market in 2008.

World class sports brands such as Nike, Adidas and Lining, Anta and other domestic sporting goods brands are sharpening their efforts to prepare for the upcoming Olympic Games in China to earn their own "sumptuous dinner".

There are still many who have not yet surfaced and are coveted by the "Olympic" sports cake.

Some experts predict that the market in 2008 will be the Olympic Sports year for China's sporting goods.

In a sports brand world that values sports background and history, Anta, a sports brand from Jinjiang, Fujian, may be called the "intruder" outside the sports world.

However, in the short span of several years, the "intruder" of the "foreign world" has extended the original brand of footwear to sportswear and sports accessories by means of internal and external integration, integrating resources and expanding channels. More than 3000 terminal stores have been set up in the national market, especially in the two or three categories of cities in China, with annual sales of more than 2 billion, and successfully listed.

Looking at the uneven growth and development track of Anta, there may be many factors contributing to success. We can sum up thousands of articles, but we think that the decisive role is that Anta can accurately grasp the essence of sports, integrate sports competitive sports with popular fashion needs, and build a strong market terminal network, thus facilitating Anta's road to success.

First, grasp the essence of sports and take the road of professional sports brand. What is the essence of sports industry?

As Mr. Lang Xianping wrote in his book "essence", "sportswear enterprises should make their sportswear produce illusion and connection, that is," association of sports performance "and" association of behavior ".

It is through the product in kind to associate with the promotion of sports performance, and finally reached the spirit of contact sports in Pyramid.

How does Anta relate to sports as a company founded by sports shoes?

First of all, by engaging the sports stars to endorse the brand, sponsoring sports events to achieve the brand and sports links.

In 1999, when many of the enterprises around Anta were still satisfied with processing for the domestic and foreign brands and earning meager processing fees, Anta boss Ding Zhizhong hired Kong Linghui, the famous ping-pong player as his Anta brand spokesperson, and put an advertisement in CCTV with his forward-looking strategic vision and brand awareness.

Later, through the outstanding performance of athletes such as Battelle, Wang Hao and Feng Kun, the spirit and sport values of "advancing bravely and never stopping" are fully deducted, which is full of vitality for Anta brand value.

When people saw Kong Linghui, Battelle, Wang Hao, Feng Kun and other strong figures in the TV screen, they naturally had some association with Anta brand, and the popularity of Anta brand rapidly increased, becoming a well-known brand in public view.

Later, they continued to exert their strength, sponsoring the support of the Chinese men's basketball professional league (CBA), the Chinese men's Volleyball League, the Chinese men's women's Table Tennis Super League, and so on, making Anta more closely associated with sports, and was praised by the public as "the engine of China's league tournament".

At the same time, its brand idea is pformed from "I choose, I like to" Keep Moving, never stop "pformation process. It not only embodies the brand more closely integrated into sports, but also has the same meaning with Nike's" release potential "and Adidas's" pcendental self "and Lining's" everything is possible ". It also has a deeper interpretation of the spirit of" never say die, struggle up, never say back, and move forward ".

Secondly, by enhancing the research and development of products, the competitive function of patented products will be introduced, and the relationship between brand and sports will be strengthened.

Marketing Master Philip Kotler said: "the core of a great brand is great products.

Products are the most important elements in the market.

High tech functional patent products are always the foundation of professional sports brand based on the market.

Such as Nike's air cushion shoes, Adidas's football shoes and Andrew's tight sportswear, through their research and development advantages, the market competition barriers of these international brands have been built.

Anta originally was one of the more than 3000 shoe factories in Jinjiang, Fujian. It had no deep patent technology and competitive advantage.

But they know that research and development is the lifeline of products and the lifeblood of brand sustainable development.

In 2005, they worked with RSscan, a famous Belgian sports shoe research and development organization, to establish Anta sports science laboratory, dedicated to the research of foot structure, sports technology and new technology, and tailored sports shoes for professional basketball players' foot activities.

We have developed professional sports products from the first generation, the second generation to the CUBA of the whole series. By the 2005, CBA All-Star boots, especially Anta's own core technology, satisfied the needs of professional athletes with its good protection, shock absorption and rebound functions.

On the R & D aspect of running shoes, the "A-FORM foot" running shoes series was launched in the first half of 2006 to show the latest research results of Anta.

It is said that Anta will continue to invest large sums of money in technology research and development.

In the production of basketball shoes, in order to narrow the distance from the international sports brand, they cooperate with domestic professional manufacturers who manufacture foundry products for brands such as Nike, CONVERSE and Adidas. Under the premise of not involving intellectual property rights, Anta and Nike and other international brands almost adopt the same production line, but only slightly different from shoemaking materials. Clothing and accessories products are also operated by such methods.

"This is where we are more professional than other domestic brands," Anta people said.

Because of its high technology content and reliable quality, Anta has become more and more closely related to athletic sports.

Two, sports and fashion marriage, to meet consumer demand in the actual consumption of the market, in order to meet the needs of sports competitive sports, to buy and wear sportswear, after all, a few, more consumers are to meet the psychological needs of young, active, leisure, fashion and choose to buy sports apparel.

This psychological characteristics of consumption give us a very realistic proposition: how to integrate professional sportswear with fashion elements and maximize the needs of mass consumers.

The demand of the market is the foundation for the survival of the brand, and the Anta people are well versed in this way.

First, grasp the combination of professional and fashion in fashion style, and strive to deduce fashion in a professional spirit.

Careful consumers are not hard to find that the biggest difference between Anta's products, from footwear to clothing and accessories, and other sports brands lies in its combination of lines, comfort and accessories to form a unique brand style. It embodies a certain professional spirit and makes consumers comfortable and fashionable.

It is reported that its products are favored and supported by many young consumers, especially young college students in the market.

The two is that the color of the clothing is leaping and bright, which is quite consistent with the positioning of the young consumers who are jumping, moving and energetic.

The clothing color of sports brand at home and abroad is mostly monotonous and dreary. Anta is guided by market demand and guided and caters to the fashion consumption trend of consumers. It boldly integrates the lively jumping colors into sportswear, on the one hand, it greatly meets the psychological needs of young consumers through showing their own temperament. On the other hand, it also greatly enriches the display and display effects of market terminal products, and wins people's eyes with bright colors, so as to seize the minds of target consumers.

Three, the pricing of products is very accurate, which is in line with the psychological price of young consumers.

Since Anta has chosen the target consumer group with the mass young group as its brand, its product pricing has naturally become the key to its acceptance for this target group.

From the perspective of social economic status and occupation age, white-collar workers aged 20-35 years old, though most of their income is in the middle or upper middle class, they need to bear the heavy financial burden of buying a house, getting married, having children and supporting their parents. This determines that they can not afford to spend more money on their clothing consumption.

At present, Anta stores sell most of their products from sports shoes to clothing and accessories, and their retail prices are mostly at the medium price level. They are slightly lower than those of Nike and Adidas, while the styles and quality of the products are good. It should be said that most young consumers are acceptable and willing to buy.

This may be an important factor for Anta brand to navigate the market.

Three, seize the terminal market, and widely consumers. Professor Chen Chunhua, a famous marketing scholar in China, once said, "the channel is the most important external force in the growth of Chinese enterprises. The product is recognized by the market and has a close relationship with the channel construction."

Ding Zhizhong, President of Anta, also stressed that Anta's success is the most important thing is to adhere to the spirit of sports, continuous innovation, leading channels, and never stop pursuing the most effective way of operation, rather than cling to or clone a model.

Since the brand has entered the vision of people's life for more than 100 years, it has never been "furnishings" in the art sanctuary. It is achieved through the effective integration of brand concept, product and brand culture resources, so as to achieve the goal of consumers' recognition and willingness to buy, and to make consumers produce the spiritual pleasure and resonance beyond the value of their products, thus bringing good business returns to enterprises.

A famous American Marketing Master Don Schulz once said: "a brand that can not bring good returns to enterprises is not a good brand!"

As a professional sports brand, Anta is also a mass consumer brand. It is natural to accept whether the brand can be accepted by the consumers, whether the market has good performance and business earnings in the first place.

Today, with the surging of brands and fierce market competition, in a sense, who can have a broad market terminal, who will have the right to speak in the market, who will have the brand's tomorrow!

Undoubtedly, Anta has been successful in marketing terminal network channels, and is also excellent.

In 1991, Anta embarked on a nationwide layout, built a solid and complete sales network system in 8 years, and completed the first step of the layout system.

First, the initial success of the network system has paved the way for the rapid development of the brand in the future.

From 1999, the brand spokesperson was hired to start a large-scale brand promotion, and the brand pulling force quickly promoted the construction and improvement of the channel.

At the same time, because of the improvement of channels, brand promotion is carried out, so that the two will echo each other and produce strong brand coverage.

With the change of the market, the old network system gradually appears to be difficult to adapt to the new terminal needs.

In 2001, Anta re planned and defined the sales network system, and made a comprehensive improvement to the entire sales system. From circulation wholesale and counter to agent and franchised store business, the cooperation of the franchise mode was carried out, and a new round of sales system innovation was carried out.

From 2003 to 2006, Anta has basically completed the construction of a network system from agent to self operation in three years, especially in two or three tier cities.

In 2006, the market situation changed. Anta shifted the focus of the channel to the construction of flagship store, and built flagship store as a channel strategy, and gravity promoted the overall market terminal upgrading campaign.

Flagship store is one of the main means to display its strength image as a sports brand in the market. Its charm and strong marketing power can be regarded as a giant sharp tool for the brand to reshape the market.

It is reported that Anta will spend more than three hundred million of its capital annually in building flagship stores in major cities across the country.

Ding Zhizhong claims that three hundred million of the funds will be put into the benchmarking shops and direct outlets of headquarters, so as to realize "there is a Anta flagship store in a big city".

With the nationwide horse racing enclosure and intensive farming, Anta's terminal marketing network is increasingly showing great power.

While enhancing the overall marketing capability of the market terminals and enhancing the confidence of the operators, what is more important is that