Can anyone help introduce the situation of Anta Company?

In 1991, young Ding Zhizhong founded Anta Company. At that time, there were thousands of small factories like Anta in Jinjiang. Compared with other companies, Anta did not have any advantages at all. Ding Zhizhong, who had just turned 18, went north alone to join the business world. Like all start-ups, the newly established Anta invested all its resources and energy in design, production and sales. It basically had no marketing expenses at all and relied entirely on word-of-mouth among customers. Over the past few years, although product sales have been good, the brand has not been promoted. As a result, Ding Zhizhong began to put brand management on the agenda. In 1997, the company began the construction of a VI system, gradually standardizing the use of trademark identification, and thus kicked off the implementation of Anta's brand strategy. Celebrity endorsement is the first shot. Unlike all companies involved in sports shoe production in Jinjiang, the first thing Anta has to do after accumulating original capital is to build its own popularity as soon as possible and let everyone know about the brand. Since 1999, Anta has boldly adopted the "celebrity endorsed CCTV" marketing technique, hiring world table tennis champion Kong Linghui as its brand spokesperson at a cost of 800,000 yuan per year, and using "I choose, I like" as Anta's advertising slogan. , and spent 5 million yuan to launch a large-scale "advertising bombing" during prime time on CCTV Sports Channel. Although it is now common for celebrities to endorse sports brands, at the time, it caused a strong shock among the public. "China's national sport is table tennis, and Kong Linghui is the world champion of table tennis, so it is easy to attract public attention, and naturally they will pay attention to the brands they like and choose." Anta brand director Xu Yang explained Anta's choice of Kong Linghui. original intention. With this TV commercial, the Anta brand emerged in China's sporting goods market, and the combination of "Anta + Kong Linghui" has since become deeply rooted in the hearts of the people. Soon after, the 2000 Sydney Olympics was held as scheduled. In this Olympic Games, Kong Linghui faced Swedish star Waldner in the final. After the first four games were tied, Kong Linghui completely destroyed his opponent's fighting spirit in the decisive game. Finally, he won the opponent after five hard-fought games, which not only helped China's table tennis The team won four gold medals in two consecutive Olympic Games and completed the "Grand Slam" of the men's singles world championship. With the exciting scene of Kong Linghui kissing the national flag and waving his arms after his victory, the ANTA brand has been firmly engraved in the hearts of the Chinese people. In this way, Anta became an instant hit and quickly became a household name in China. While its popularity has been greatly improved, Anta's sales have also shown strong growth: in 2000, Anta's sales exceeded 300 million yuan, 6 times that of 1997; in 2001, Anta achieved the annual comprehensive share of the sports shoe market for the first time By 2006, Anta had won this honor for six consecutive years. Investing heavily in event sponsorship At this time, Ding Zhizhong is no longer satisfied with Anta's positioning as a mass brand. He hopes that Anta can develop on a more professional path. In 2003, Anta faced its first transformation in history. While other sports brands are imitating Anta’s “celebrity endorsement CCTV” marketing model, Anta has begun to turn its attention to sponsorship of professional sports events. In fact, Anta dares to invest so heavily in event sponsorship. An important reason is that Anta has accumulated considerable experience and confidence through previous attempts: for example, it sponsored the 67th World Weightlifting Championships in 1995, and sponsored the 4th National Weightlifting Championship in 1999. The 13th City Games, the World High School Games, the Beijing International Marathon, the 13th Asian Games, etc.; especially the sponsorship of the Sydney Olympics in 2000 became an instant hit, giving Anta a taste of the sweetness. However, as the marketing concept gradually matures and the brand becomes stronger, Anta's sponsorship of sports events has become more and more rational and in-depth. "In terms of the selection of sports events and projects, we mainly focus on basketball, volleyball, table tennis and extreme sports. Basketball can not only help Anta gain brand awareness, but also drive sales; volleyball and table tennis are national sports and can reflect It embodies the national spirit; while extreme sports represent fashion and youth.

Different projects have different focuses. Around these projects, ANTA's communication methods and approaches are different, and the goals achieved are also different. This can make the ANTA brand both professional, national and international. . "Xu Yang said. During this period, the most iconic event was the cooperation with the CBA (Chinese Basketball League). In June 2003, Anta sponsored three CBA seed teams for the first time: Zhejiang Wanma, Shaanxi Dongsheng, Liaoning Panpan complete set of sports equipment. In October 2004, Anta fully sponsored the CBA League and became the exclusive sports equipment sponsor of 16 teams for 8 consecutive years from 2004 to 2012, and the only designated partner of CBA League sports equipment. With the continued development of the CBA competition, Anta invested a lot of resources in subsequent marketing and in-depth marketing strategies, which was first reflected in product research and development in the CBA 2005~2006 season. After the official launch, all CBA teams will wear ANTA equipment to compete in professional leagues this season. Two months later, the Chinese Basketball Association and ANTA jointly released CBA-specific competition equipment specially developed and designed by ANTA, which is the first domestic sports brand. This is the first CBA professional basketball shoe designed according to the mechanical characteristics of basketball forwards, centers, defenders and other positions. On March 18, 2006, the CBA2006 All-Star Game was held at the Shanghai Ten Thousand People Stadium. ANTA specially designed and produced it for this All-Star Game. A new set of All-Star game equipment was launched, and the A11 2006 CBA limited edition All-Star boots caused a stir in the market. In January 2007, professional All-Star basketball shoes will also be launched.