Packaging top league CBA ANTA? Sports brand leader
"Sport has the power to change the world", the former South African President Nelson Mandela of a famous classic, highly summarized the appeal of sports. Because sports have transcend national boundaries, ethnic, racial and other restrictions on the power, it is for many people are watching, loved.
As a national leader in sports brand, Anta first discovered the great potential of sports market, but also using sports marketing to create the first-class enterprise. Spokespersons from the contract began in 1999, Anta on ahead of other domestic enterprises, the real road to start a sports marketing, also began in earnest with the international leading brands competing in the Chinese market.
Has been Anta Sports Marketing regarded as a magic weapon to create first-class enterprise. Anta sponsors many top domestic competitions, from CBA Professional League to the National Volleyball League, from CUBA to extreme sports, to the Tenth National Table Tennis Super League, China's top track can be seen on Anta's shadow. After shaping the long-term professional tournament, Anta's professional image has been accepted by the people from 2001 to 2004, the ANTA sport shoes market share of four consecutive home industry first, all this can not be said that Anta Sports Marketing the credit.
Sports marketing is through a variety of sports-related content (products, people, events, services) as the carrier, so that businesses and consumers establish a sports culture at the core of the brand culture system. Anta Sports Marketing in the road, event sponsorship as an important core taken seriously, advocates the use of ANTA Sports has also become an important part of marketing the product as the focus of sports marketing, is sponsoring the event in the Anta reflected most vividly.
Signing voice, creating a new situation in sports marketing
As the first advertising campaign with sports stars shoe company Anta known as the "first move" of the enterprise, the following years, the Chinese shoe industry has become sports stars and entertainment celebrities contests of the arena. "Star wars", "advertising campaign" makes sports shoes market in China smoke, in the war and the subsequent war in the brand, Anta has always maintained a leading position.
1999 Anta for years, is a key year, Anta first sports star to do, please voice. In 1999, Anta Anta hired as table tennis champion Kong Linghui Brand Ambassador, which began with the Chinese Table Tennis Association for years of cooperation, and as the national sport of table tennis journey. ANTA cooperation with the Chinese Table Tennis Association, signaling the beginning of the sports marketing Anta road.
Anta signing Kong Linghui, the company image in the end, advertising, event promotion on both the terminal has just signed a spokesman Kong Linghui around the launch, with CCTV-5 ad delivery, the cause of the rising sun quickly Kong Linghui many tennis-loving country who are concerned about. An "I choose, I like" is even more resounding river north and south, with a strong central Taiwan media advertising, Anta popularity has been rising rapidly.
Following the 2000 Sydney Olympics, the Chinese table tennis career Grand Slam, beat Sweden Kong Linghui also won the table tennis champion Jan-Ove Waldner of the most important piece of gold. ANTA's brand image in the Sydney Olympics received a significant upgrade, enhance brand product sales in the market received immediate effect, in the athletic footwear market share are the domestic counterparts in the first place. Since then, we also found that the Chinese sports market this vast fertile soil.
Should be said that in 1999, Anta please Kong Linghui is a landmark event, because the market share in the year Anta there a leap from an unknown company into a sales of 300 million element of the brand. May 1, 2004, Wang Hao and Kong Linghui this "boy bands" and Anta both signed on as spokesman for the company's image, this is Kong Linghui cooperation with ANTA will continue to at least 6 years, while Wang Hao will become the After the second place and Anta Kong Linghui accompanying table tennis national champion.
2002 4 months, ANTA and the main force of China's national basketball team players, NBA players signing Battle, Battle hired as a spokesman for ANTA brand image, so Anta historic become the first NBA player to wear in the foreign arena Chinese sports brand; in June 2003, ANTA and Battle shared history with the first NBA champion Asian players get the glory. With the Battle of Wal gone, ANTA will expand the brand into the wider context. And in the Battle of the extraordinary "Liuyang" days, the ANTA has stood firmly in the "giant" side, the brand's appeal has been my appreciation of the public and the Battle.
2004 1 1st, China formally signed the famous volleyball players Feng Kun Anta, as spokesman for their products, This is the Chinese women volleyball team after a lapse of 17 years regained the world title in volleyball circles even after the community as a whole burst out a highlight. A beautiful double winners, a comeback, Feng Kun and women's volleyball players of the indomitable fighting spirit of the Anta outlined several gold can not just expressed, it is a spirit, an attitude, a movement itself out of sublimation. With the spirit of promoting women's volleyball, ANTA brand meaning and interpretation are rich.
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