Anta Sports Marketing: Economic Brand "fine Infiltration"
"Sports Star + CCTV advertising "can only be regarded as a risk factor for the success of Anta
, its real magic weapon, or strong Sell Network. However, the brand is to strengthen channels of first-line penetration, three-brand another step up brand building, Anta how to respond to two fires?
2004 "" success Marketing "? New generation of the most competitive brand survey" shows that Anta Jinjiang footwear industry leader in both the public and the students share in the consumer market were among the first to show in the athletic footwear industry in Jinjiang company's strength . It is noteworthy that in the two markets, the ANTA brand loyalty and preference level two crucial top three not join the index, showing a touch of the sustainable development of the brand worries.
Channel is the real magic weapon
Anta's success is a lot of people described as "celebrity endorsements + CCTV advertising" model, this legendary case is said to have been incorporated into the Business School MBA case base. Ding Zhizhong, president of Jinjiang Anta is the first entrepreneur with brand awareness.
Start, Anta only 3,000 shoe factory in Jinjiang, a, 1997, when only 50 million yuan in sales Anta about profit only 5% to 8%, and, although Anta pains to the country one second and third tier cities have set up several times more than before the sales outlets, but these Proxy Many products have both agents, Jinjiang small brand would be very messy, so these sales network of no help to it.
Until 1997, hired a marketing expert Yeshuang Quan, Ye Ding Zhizhong talked to Nike through the story of the rise of sports stars, the two hit it off. In 1999, ANTA cost of 800,000 yuan per year contract the table tennis world champion Kong Linghui, and took out almost half the year profit of 500 million in the CCTV sports channel to advertise, which was definitely a surprise .
2000, the Kong Linghui won at the Sydney Olympic Games table tennis men's singles champion, while TV On a call for "my choice, I like" slogan, Anta is almost an instant hit. In 2000, Anta's sales exceeded 300 million yuan, is 6 times in 1997!
Anta's success attracted a large number of clones were, Jinjiang's sports shoes brands have hired sports stars as spokesmen, in 2003, put in CCTV sports channel sports goods brand has as many as 44, the CCTV sports channel has also been dubbed "the shoes channel." But the thousands of hand, the homogeneity of the competition means for the later ones did not bring success, 2004, "" Successful Marketing "? Generation's most competitive brand report" shows that Dell benefits, special steps, Buick, etc. Jinjiang brands do not appear in the list of.
Fact, careful analysis, "sports stars + CCTV advertising" can only be successful in the Chinese market Anta an incentive, the real secret weapon is its strong distribution network. From 2004 "" Successful Marketing "? Generation report the most competitive brand", we can find, whether in the mass market was a university student market, the performance of ANTA brand penetration indicators are very prominent, and came in first .
Ding Zhizhong before I started Anta, has many years of marketing experience in Jinjiang production of sports shoes, well aware of the importance of sales channels. Yeshuang Quan said: "Anta's greatest strength is the wide coverage, first, second and third tier cities we left off."
Anta "Star + advertising" real thing moved around the agents and distributors. I once participated in a shoe industry Fair Found that as long as they placed a huge billboard star stall vendors gathered before the supplier must, even if one can not remember the stars and brand relevance. This can not be said that the Chinese market a unique phenomenon. Anta is the use of rapid
brand promotion opportunities, the whole marketing system was fully complete, from distribution to stores to do business quickly and counter agents to join a hierarchical mode of operation Cooperation . At present, the Anta stores across the country had more than 3,000, especially in the second and third tier cities, coverage is very high. This is the Anta ahead of city rivals, and to work with Nike, Adidas and other well-known international brands to compete on cost factors.
Anta Sports Marketing: Economic Brand "fine Infiltration"
By: zhangbetty
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