Sochi Winter Olympic Marketing Let Anta "Fame And Gain"

< p > Russian time February 23rd evening, 2014 < a href= "//www.sjfzxm.com/news/index_p.asp" > Sochi < /a > Winter Olympic Games successfully ended, the Chinese Legion returned home.

As a partner of the Chinese Olympic Committee, Anta's marketing of Winter Olympic Games is known as "fame and wealth". It is widely praised and praised by all circles.

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< p > from the opening ceremony of the champion dragon dress to Anta sports equipment to highlight the stadium, Anta brand attention and reputation increased significantly during the Winter Olympics in Sochi.

CCTV monitoring data show that after the launch of the Sochi Winter Olympic Games, the five ratings of CCTV rose sharply, and the share of the national network increased from 1.17% to 2.06%, or 76%. The domestic authoritative media "people's Daily" wrote that Anta's practice in carrying forward the Olympic spirit and promoting the popularization of winter sports all had demonstrative effect and leading role, and the benefits of marketing in this winter Olympic Games were higher than expected.

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< p > on the opening day of the Winter Olympic Games in Sochi, the share price of "a href=" //www.sjfzxm.com/news/index_f.asp "Anta < /a" rose more than 2%.

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< p > < strong > Anta Winter Olympic marketing is widely praised. < /strong > < /p >

"P > Sochi Winter Olympic Games, Anta's carefully built Chinese sports delegation champion dragon clothing has made a lot of eyeballs.

The leaders of Russia and China were awarded the title dragon clothing respectively, and Russian President Putin praised the Chinese champion's Dragon suit.

Bach, President of International Olympic Committee, personally signed his name on the champion dragon suit.

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< p > "the innovation, the design and the skillful use are all the highlights, which fully reflects the unique view of Anta design team on Chinese culture, modern fashion and sportsmanship."

Cai Guoqiang, a world-renowned modern art master, thinks that Anta champion dragon clothing is a rare art work.

Champion dragon clothing is the vivid interpretation of Anta's pursuit of perfection, greatly improving the reputation of Anta < a href= "//www.sjfzxm.com/news/index_s.asp" > brand < /a >.

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< p > in addition to the champion dragon suit, the Chinese Legion's competition, training and living equipment are sponsored by Anta in Sochi Winter Olympic Games.

With the wonderful performance of Chinese athletes, Anta has once again entered the world's vision of millions of viewers.

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< p > monitoring data show that after the Sochi Winter Olympic Games were launched, five CCTV ratings rose, the share of the national network increased from 1.17% to 2.06%, up to 76%, the channel rank increased from seventeenth to tenth; 33 cities CCTV five share increased from 1.57% to 3.31%, or more than 110%, and the channel rank rose from 110% to 110%.

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< p > in the view of Anta brand President Zheng Jie, the improvement of the five sets of CCTV ratings means that Anta's attention is rising.

At present, although there is no concrete data to directly reflect Anta's harvest in Sochi Olympic marketing, from the feedback from the current market, "Anta Sochi has achieved great success in marketing."

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In February 17th, P published a commentary entitled "Winter Olympic observation: Winter projects need social help". The article stressed, "throughout the centennial development of modern sports, we should say that the support of enterprises is becoming more and more important."

As a private sports enterprise with the rapid development of Chinese sports, it is also paying more attention to the input and support of sports, and assisting the development of sports in a more diversified and three-dimensional way.

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< p > the article emphasizes that Anta has been in charge of the National Sports Administration's winter sports management center for many years.

In particular, with the help of the Olympic cooperation platform, many practices of Anta have demonstrated the effect and guiding role in inheriting the Olympic spirit and promoting the popularization of winter sports.

At the same time, the Chinese sports delegation's benefit in marketing is higher than expected in this winter Olympic Games.

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< p > < strong > Olympic marketing "Anta mode" < /strong > /p >

< p > from 2009, it cooperated with the Chinese Olympic Committee and successfully renewed its contract in 2012. Anta had already experienced the 2010 Vancouver Winter Olympic Games and the 2012 London Olympic Games, which also created the "Anta model" in the history of Olympic marketing.

Through the Olympic strategy, Anta has entered the "brand" of the first brand of China's sporting goods industry.

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In 2009, the annual sales volume of Anta sports was 5 billion 870 million yuan. In 2010, the annual sales of Anta sports increased rapidly to 7 billion 408 million yuan in 2009, and increased by 26.1% compared with that in 2010. The annual sales volume increased to 8 billion 904 million yuan in 2011, and continued to grow at 20.2% speed and hit Anta's history. In the 2012 London Olympic Games, in the background of high inventory and "close shop tide" in the global sporting goods market, the annual sales volume of Anta sports was still far ahead of the domestic sporting goods brand, reaching 7 billion 623 million yuan, ranking the first in the industry.

Although the 2013 financial report has not yet been released, but from the first half of 2013 earnings report, Anta has consolidated the status of the industry first.

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< p > Zhang Qing, a famous sports marketing expert in China, said in an interview that through the Olympic marketing, Anta promoted the brand reputation and popularity, and promoted the sales of products. The sponsorship of the Chinese delegation requires not only the enterprises to have certain strength, but also the corresponding quality of the products. Therefore, for the enterprises, the Olympic marketing is actually a display of the comprehensive strength of the enterprises.

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< p > in the 2012 London Olympic Games brand influence research conducted by Huicong research jointly launched by Tencent network, 74% of consumers know the identity of Anta's Chinese Olympic Committee partner, and the recognition rate ranks first among partners.

After the London Olympics, Anta also scored 80 points in its Olympic marketing.

There is no doubt that this time the Sochi Winter Olympic Games Anta performance is even more eye-catching.

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Since the P cooperation, the effect of Anta sports marketing has been expanding.

In December last year, by the CCTV and AQSIQ jointly released the 2013 China's manufacturing industry independent brand value list, Anta with 7 billion 800 million yuan brand value was selected as the sports brand first.

In the capital market, Anta ranked fifth in the first half of 2013, ranking ninth in global sales, and ranked third in global profits.

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< p > < strong > Anta's Olympic gene < /strong > /p >

< p > "the spirit of pcending oneself into everyone's life!" is the mission of Anta, which is highly integrated with the Olympic spirit of higher, faster and stronger.

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< p > Zheng Jie said that Anta joined hands with the Chinese Olympic Committee to contribute to the Olympic spirit and the development of the Olympic movement, so that every Chinese can feel the unique charm of the Olympic movement! < /p >

< p > starting from the signing of the National Aquatic Sports Center in 2009, Anta has successfully signed 16 national sports teams in the three major centers of water, winter and Taekwondo, and the cooperation will be further deepened.

It is also under the promotion of Anta that China's winter sports popularity and participation have been greatly improved. With China's bid to host the Winter Olympic Games, China's winter sports will surely get greater promotion.

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At the beginning of 2013 P, Anta launched the Olympic alliance of public welfare cooperation jointly launched by the Chinese Olympic Committee, champion fund and Samaranch sports development foundation.

The alliance will further promote the Olympic spirit and promote the development of the national fitness campaign.

As the initiator and sole participant of the alliance, Anta highlights the excellent resource integration ability of the industry leaders in sports public welfare undertakings as well as the pursuit of promoting Olympic spirit in China's < a href= "//www.sjfzxm.com/news/index_c.asp > /a.

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< p > as mentioned in the report, "many practices of Anta have demonstrative effect and leading role in inheriting the Olympic spirit and promoting the popularization of winter sports."

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