Channel is the real holy grail
In 2000, Kong Linghui won in the Sydney Olympics table tennis men’s singles champion, while on television a call for “my choice, I like” slogan, Anta is almost a hit. In 2000, Anta’s sales exceeded 3 billion yuan, 6 times in 1997!Anta’s success attracted a large number of clone makers, Jinjiang’s sports shoes brands have hired sports stars as spokesmen, in 2003, Jinjiang put CCTV sports channel brand sports shoes as many as 44 CCTV sports channel has also been dubbed the ” Jinjiang shoes channel. ” But the thousands of people side, the homogenization of the competition means for the later ones did not bring success, 2004, “” Successful Marketing “* generation of the most competitive GUCCI Sunglasses brand survey” shows that del benefits, special steps, Buick, etc. Jinjiang brand does not appear in the list.
In fact, careful analysis, “sports stars + CCTV advertising” can only be successful in the Chinese market ANTA is a risk factor, the real secret weapon is its strong sales network. From the survey report we can find, whether in the mass market still a college student market, the performance of Oakley Sunglasses brand penetration indicators are very prominent, and came in first.
Ding Zhizhong I Prior to founding Anta, there is production of sports Nike Air Max 2009 shoes for many years selling experience in Jinjiang, well aware of the importance of sales channels. Yeshuang Quan said: “Anta biggest advantage is coverage, the first, second and third tier cities we left off.”Anta “Star + ads” really impressed, or parts of agents and distributors. I once participated in a shoe fair, that as long as they placed a huge billboard star booth vendor supplier must be gathered, who can not remember even the star and brand relevance. Say that this is a unique phenomenon in China.
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