What kind of picture will be drawn by the combination of China's largest sportswear brand, flag style and top star? Anta Sports (02020) gave the standard answer on April 29th.

According to the APP of Zhitong Finance, on April 29th, Wang Yibo, wearing the chartered "flag style" of the Anta Winter Olympic Games, announced that he had become the spokesman of Anta's global image. This news has become the focus of attention from all walks of life.

As the countdown to the 2022 Winter Olympic and Paralympic Games in Beijing enters, there is no need to elaborate on the background of Anta's cooperation with Wang Yibo. Wang Yibo, as an officially certified "ice and snow sports promotion ambassador", combines his influence with Anta's brand to promote ice and snow sports and promote the development of China's ice and snow industry.

From Anta's point of view, as China's largest sportswear brand, it has worked with the Chinese Olympic Committee for 12 years and will not miss the Olympic Games held on its doorstep. In fact, since the launch of the "Flag style" series of exclusive licensed goods for the Winter Olympic Games in 2020, and now Guan Xuan Ice and Snow Sports Promotion Ambassador has become the global chief spokesman of its brand, you can clearly feel that Anta's Olympic marketing strategy is accelerating. Standing in the new time node, Anta's marketing strategy is worthy of further interpretation.

Cooperate with top stars to promote the brand image of "domestic products"

According to Zhitong Financial APP, domestic sports brands are more keen to cooperate with sports stars in the early stage of their development. In recent years, the cooperation between sports brands and entertainment stars has increasingly become a trend.

At present, Anta brand star IP matrix, in addition to Thompson, Gu Ailing, Wu Dajing, Zhang Jike, Zou Shiming and other sports stars, but also created Wang Yibo, Guan Xiaotong, Chen Feiyu as the representative of the entertainment star endorsement matrix.

Wu Yonghua, executive director of Anta Group and CEO of professional sports group, said: "Wang Yibo is an outstanding representative of China's Generation Z, showing the same tenacity and perseverance as an athlete. We are very happy that Wang Yibo can join the Anta family and hope to 'create the future' with Yibo and our spokesmen and young people in China. "

In the past few years, Anta Group focuses on the "fashion, high-quality" positioning of the FILA brand, has well completed the "second growth curve" mission. In 2020, the revenue of the FILA division reached 17.45 billion yuan, an increase of 18.1% over the same period last year, accounting for 49.1% of the total revenue.

At the same time, Anta brand is also taking the road of innovation and growth of "Volkswagen, professional and new domestic products". On April 29, Wang Yibo wore the chartered "flag style" of the Winter Olympic Games, which is the masterpiece of Anta's "new domestic products" strategy.

It is worth noting that the "Flag style" is the only authorized product for the Winter Olympic Games. The appearance of the "flag style" on the international stage such as the Olympic Games is bound to enhance the public's awareness and credibility of Anta's "professionalism".

The specialty of sharpening a sword for 30 years has yielded fruitful results.

Since its inception, Anta Group has grown into one of the top three sports brands in the world in the past 30 years, and its professional competence has been demonstrated in many aspects. First of all, in terms of business strategy, with the strategy of "single focus, multi-brand, all-channel" that we have adhered to for many years, the differentiation layout is mature and the gap between us and our competitors is widened. In 2020, Anta Group achieved revenue of 35.512 billion yuan (RMB, the same below), and continued to keep absolutely ahead of its domestic competitors in terms of scale.

On the brand operation side, Anta Group currently has more than 10 brands, including mass market professional sports brand Anta, FILA positioning for middle and high-end sports fashion, high-end sports brand DESCENTE, Korean outdoor brands Kolon Sport, SPRANDI, and Yamafen's high-end professional outdoor brands Archaeopteryx, SOLOMON, WILSON and so on.

You know, the core of multi-brand operation is "professional", which focuses on product strength. It is understood that Anta won the first place in product patents, standards, R & D investment and other aspects. Among them, Anta has a cumulative total of more than 1400 patents, ranking first among domestic brands. In 2020, Anta invested 880 million in R & D, several times that of its main domestic competitors.

Under the sparing R & D investment, Anta Group has created the first and only national sports science laboratory in the industry, and a global R & D system covering China, the United States, Japan, South Korea, Italy and other places. So that the group has the ability to develop world-class equipment.

At the same time, Anta is also working with a team of the world's top designers from Versace, Adi, Givenchy and Balenciaga to further deepen the brand of Anta's expertise.

Focus on Olympic marketing, looking forward to a new breakthrough in "New domestic products"

There is no doubt that "professionalism" is not only the basis for a sports brand to be recognized by professional athletes, but also the most powerful weight for the support of the Olympic Organizing Committee.

As the number one sports brand in China, Anta has so far built security equipment for 29 Chinese national teams, making it the sports brand with the most Olympic equipment for the national team. Not only that, Anta has cooperated with the Chinese Olympic Organizing Committee for seven consecutive terms.

In 2021 and 2022, Tokyo Olympic Games, Beijing Winter Olympic Games and Beijing Winter Paralympic Games will be held successively. Anta's Olympic marketing has not finished yet to be continued.

According to Zhitong Financial APP, the research laboratory set up by Anta for the 2022 Beijing Winter Olympic Games and the Winter Paralympic Committee was officially opened in January 2020. In September 2020, in order to celebrate the 500-day countdown to the Winter Olympic Games, the Anta Winter Olympic Games Exhibition Center was set up in Beijing to showcase the winter sports culture to the public.

The "flag style" that Wang Yibo is wearing this time, although Anta will be launched in Shanghai in 2020. However, due to the dress of Wang Yibo, it is believed that it has attracted the most attention of the market since the release of the "Flag style". In fact, the "flag style" is not only favored by many consumers, but also supported by many celebrities. Prior to this, many sports celebrities such as Zhang Yimou, Ge You, Wu Minxia, Zhang Jike, Wu Dajing and Guan Xiaotong wore Anta flags.

It can be said that the signing of Wang Yibo is a microcosm of the growing influence of the Anta brand. In the early days of the Beijing Winter Olympic Games, the cooperation between the two sides, on the one hand, carried forward the Olympic spirit and the Winter Olympic Games, and at the same time showed the charm of the combination of professional sports and fashion sports to all sectors of the community. The combination of "flag style" and traffic stars is expected to resonate with consumers with the integration of culture, fashion, technology and functional elements, and eventually make the trend of domestic products represented by Anta glow on the world stage.