Anta Join Hands In NBA Basketball Marketing Campaign "Upgrade"

In October 13th, Anta sports was officially announced as NBA's official market partner and authorized provider.

After ending the sponsorship of the CBA League for more than two years, Anta joined hands with NBA to return to the basketball marketing market.

In 2012, Li Ning Co replaced Anta with the "sky high price" of hundreds of millions of yuan per year, becoming the equipment sponsor of the CBA League.

Later, they made a high-profile sponsorship of the National Basketball League of junior high school and University, and the ambition of basketball marketing market became clear.

At the same time, after the end of cooperation with CBA, Anta, a domestic sports giant, did not stop.

Following the signing of the WCBA League last year, the agreement with NBA reached a high degree of concern in the industry.

Ding Shizhong, chairman and CEO of Anta Sports Products Limited board of directors, bluntly said that the goal of working with NBA is to be China.

Basketball strategy plays an important role in Anta's brand strategy.

"We have tens of millions of pairs this year.

Sales volume.

According to our current speculation, China has about two hundred million pairs of sports shoes market share this year, and by 2020 there are about four hundred million pairs.

At that time, our goal was to turn over several times, and basketball shoes were of great strategic importance to us, "Ding said.

"Our running shoes are the first to sell in China, which is much more than ADI and Nike. We can be the first in several main core categories before we can achieve our strategic goals."

From entering CBA, exporting CBA to holding NBA, the core of Anta's strategic decisions is the input-output ratio of marketing resources.

Ding Shizhong said frankly that the initial cooperation with CBA was "cheap".

"We sponsored CBA at the beginning, because we saw that CBA had a landed value.

In 2005 and 2006, we all focused on the resources and input of the 2008 Beijing Olympic Games.

At that time, we felt that it was difficult for us to act in 2008, and decided not to rob everyone of the hostage. We went to play basketball.

At that time, we were not optimistic about basketball, so we signed a cheaper contract and signed it for seven years.

How much did it cost to hand NBA? Anta and NBA are all secretive.

Ding Shizhong denied that there was an anecdotal rumour that Anta had spent two hundred million yuan a year.

He believes that NBA is a more appropriate sports resource for Anta.

"The value of CBA has been so high that the market has not been matched with our plan.

Giving up often does not mean that there is no chance. All roads lead to Rome.

So we will work together to find a more suitable sports resource.

The core of the cooperation with NBA is cooperative products.

We can make goods. If the goods want to land, they can have consumers' value and have many associations.

This is what we are doing now through the value of NBA, which is converted into real business value.

NBA has 3 partners in China, from Lining, PEAK to Anta today.

Ding Shizhong revealed that Anta had been in contact with NBA for more than two years.

For him, the "partner" on paper is not attractive enough until NBA finally agreed to authorize the use of a joint brand to make this "hand in hand" a reality.

In Anta's latest joint brand basketball shoes, Anta, NBA and NBA teams (such as the Rockets) LOGO appeared at the same time.

The first batch of products was priced at 449 yuan, which extended Anta's "strength and invaluable" national shoes strategy.

It is reported that Anta -NBA joint brand products are sold in some Anta stores (more than 2000) and e-commerce platforms in China, while NBA independent brand products are only sold on e-commerce platforms.

Ding Shizhong is full of confidence in the impact of such a brand combined with high cost performance on consumers. He believes that this is more acceptable than the usual marketing method of "star shoes".

"We need to be number one in the next one to two years. This is a clear goal.

In the past, we invited a NBA star (to be a spokesperson), that is, compared with a cow, a person is almost three million to five million dollars.

As a result, no more than fifty thousand pairs of shoes are sold in one year.

Anta has done such a thing. In fact, it must be wrong.

You invite more stars, no Nike and Adi, you can't do it with his model. "

Behind the basketball strategy, it is the brand strategy of Anta as a whole.

Ding Shizhong's goal is to gain greater market competitiveness in 2020, with Nike and Adidas positioned as competitors.

Anta's big hand naturally attracted the attention of Lining and PEAK, the two brands that also had high aspirations in the basketball shoe market.

Lining himself has made it clear that "our goal is to achieve the first or second industry in the five major categories of core sports."

Among the five main categories of core sports, basketball ranks first.

After the announcement of Anta's NBA, Li Ning Co also made voice through the media, saying that Lining's goal is to create the most professional basketball brand.

In the domestic basketball brand "three giants", the overall market size of PEAK is far less than that of Anta and Lining.

After ending the 7 years of cooperation with NBA, PEAK said they would launch the marketing strategy of "Star".

By signing more star players and top competitions, the star strategy of "star players + star events + star products" will be created to open a new marketing mode.

PEAK sports CEO Xu Zhihua said: "in the era of mobile Internet, the star effect is being magnified in the world.

PEAK's next plan is to sign at least 1 NBA All-Star players or the American dream team star players before the NBA season starts, and invest 200 million yuan in the next few years to enhance product R & D and design to maximize the star effect.

CEO Zhang Qing, a sports marketing expert and key way sports Consulting Co. Ltd., thinks that Anta, Lining and PEAK brands have different emphasis on strategic direction, but also have some degree of overlap, especially in the basketball field, which has not been given up in the most Chinese youth participation sports.

"From CBA to NBA, these brands seem to have formed some kind of reincarnation in the past few years, but this" reincarnation "is an upgraded version.

The new brand has higher cost and richer cooperation content. For example, after Lining intervened in CBA, he created a franchise product. Anta's cooperation with NBA also involves the contents of licensed products.

Overall, these brands are increasingly competitive in the field of overlap. "

In Zhang Qing's view, the domestic sporting goods market is still in the process of challenging recovery.

"Fast fashion, international sports brand channel sink, as well as the electricity supplier, these 3 external competition pressures still exist, and bigger and bigger.

From the perspective of consumer demand, sports began to enter the lifestyle, showing a trend of diversification, requiring movement.

More focused, professional, and higher operational efficiency. The pformation of the retail oriented business mode should be fast and effective to cope with the change of consumption trends.

Anta took the lead in going out of the trough and achieved positive growth. Lining and PEAK are still adjusting. It will take some time for the industry to get warmer. "