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Therefore, Ting Li Ning or Anta advertising endorsement and will not conflict with the image of professional sports, but will enhance the brand level.
Lai Shixian's \Beginning in 2004, foreign mobile phone brands became fully involved in the low-end market segments, they are through the channel, the price goes down, a comprehensive victory over domestic brands, in addition to rising star of Lenovo's handset business. Readers can go and see a professional mobile operators this year, Bird's report on behalf of, you can generally look into the past few years the living conditions of domestic mobile phones. Can use the words to describe the full range of defeat. Yes,[link widoczny dla zalogowanych], Nike has launched about 200 low-end market segments for the fact that frustration, but with its strength, it can always start over. It stems from the mistakes just too sensitive for the brand in the industry caused by neglect. Mr. Lai Shixian said in other interviews, if the company has introduced high-end brand Anta, should not use the \Nike's failure lies in not using a new brand to sell its low-end products. If Nike or Adidas come back, enable the new brand positioning in the low-end market in the product, with its strong R & D, channels,[link widoczny dla zalogowanych], financial strength, in the short term reconstruction of a mid-range brands and Anta, special steps, benefits, etc. It del contend, is not difficult. Of course, this is the last resort. Today's Jinjiang not have many sports brand on the market enthusiasm, and Nike, through the acquisition of their shares if, in the R & D, marketing, capital, channel, management support, respectively, the consequences of bad imagination. Of course, they can also direct equity participation, cooperation, joint ventures and other brands to support some of the side to counter Anta, Li Ning's rapid growth to \strong competitive advantage, \
the story of the carrier, can spread through the company's philosophy and brand-related stories, passed out through the media, of course, can be in terms of consumers? Can, for example essay (of course, a prize essay.) The company wants to promote the brand through the development of the concept as the theme - self-improvement, never give up, aggressive - and never stop, \Related stories written down, through a variety of effective, target groups to publicize loved. Participants with similar attributes easily from the participants felt the \will be constant and far-reaching.
Anta's prospectus shows that: in the Muzi Gang Yuan 3.1 billion, only 250 million Hong Kong dollar is used to expand production scale, but most of the remaining funds will be used to expand marketing, branding and network. Operation and a strong brand is the source of brilliant achievements of the two major weapon today Anta, Anta, or too obsessed with the past successful experience. For branding purposes, ANTA definitely belongs in today's strong domestic brand, of course, the brand needs proper maintenance and upgrading, to keep the brand fresh and loyalty, which does not require huge capital investment. About 2001 to 2004, Anta company covering all the country (county) level city monopoly over the network to achieve maximum coverage in the industry monopoly coverage; 2007 Anta's has 37 dealers and 4,000 number of stores, ANTA will put a huge investment to expand its marketing network? It had cast doubt on the use of funds Anta strategy. Admittedly, Anta strengthen sales channels for control, buy back a lot of marketing network, along with further improve and enrich its sales network, \The author's concern is whether Anta considerable funds for the marketing network of first-tier cities. In fact the end of 2005, ANTA has been the 40% of the terminal control in his hand, whether it is necessary to further improve Anta share of control?
, of course, right now the advent of the Olympic Games 08, and if there are ways Anta attracted worldwide attention during the Olympics in a similar operation Liu Xiang Nike Edition - mining new interpretation of \Management Center of the skill. Li Ning, dressed in ordinary clothing
boys and girls, very common in the road, bridges, open space, rooftops, alleys, no professional sports venues, audience, applause, they are running, football, basketball, playing badminton ... ... eyes showing endless sports intoxicated. Drying clothes to be their tennis block, a white circle on the iron gate, cast into the blue plate; a child to a standard action cast off the light blue button ... ... Finally, the voiceover sounds: \Everything is possible. \Anta
then the huge sums of money raised is used where more appropriate? Mergers and acquisitions.
endorsement by the Ting Anta, Anta's professional sports and the Image of whether the conflict? Not.
in marketing, foreign brands made the concept is cool, or fashionable, may not only affect the high-end groups, may also affect the mid-Anta group, this effect is long-term, safety Tap the face of how to do this? The answer to this question, I have some misgivings for the operation of the ANTA. Lai Shixian is the case, said, \individuals are affected more than really to spend thousands of dollars of basketball shoes, China is still quite far from the reality of.) \Remember, you give the brand a story; and just have the brand concept from the well-known figures are also more feasible to carry ideas, concepts too abstract, and famous people that we can easily perceive his appearance, words and deeds and unique qualities - endorsement of the benefits of the image in this easy to feel the brand through its people, the concept of brand experience, or that the consumer is more easy to get, easier, and willing to feel it. By spokesmen for the brand to enhance communication with consumers, this focus on the concept consistent with the brand spokesperson endorsement celebrity endorsements than the average, clearly more clever. Chin seven wolves had invited speak,[link widoczny dla zalogowanych], when seven wolves had become famous, do not need stars to \Said Chin, a song on behalf of the era, recalled that one of the first well-known Chin easy song, \Wolf \There is also a form of people carrier, the person who has the idea of the promotion of high intensity, we can see that countries often use some role models to promote, promote the patriotic, noble, self-sacrifice of the advanced ideas. Can not be specific to do so? This statement seems a little \Here we must make it clear that brand of transmission has not changed, but operating in different ways.
Anta, are you ready?
fact, there is such a character vector, almost no well-known companies and how much ANTA endorsement fees. Who? Ding Zhizhong, President of ANTA. Of ten thousand yuan for junior high school graduates started to Beijing alone, the market value is now sitting on billions of Anta, which is not a legend? This is not a vivid and credible \(Globrand.com) as the leading sporting goods companies in China's youngest president, he is also the number of young talents who worship the eyes of respected business leaders? Ding won last year, coupled with a very high degree of credibility with the \In fact, a sense Ding Zhizhong, President of ANTA, ANTA is \Write rapidly between the ideas of a D endorsement ads. Ting dressed in sports shoes and apparel ANTA logo (with close-up) run - and the theme of \success, critical and \Dan Ding: The never stop! Anta. of
welcome your views and opinions of the author: Chen Shixin, Taiwanese corporate finance consulting firm Project Assistant. E-mail: [link widoczny dla zalogowanych]
what is there to support the \If the macro? No M & PC business of Texas Instruments, Lenovo acquisition of IBM's PC business is not that the two computer makers from China in today's computer industry can not get the fourth and third position. In manufacturing, too need to support the scale. Anta already understand the capital market to take advantage of external funding to do big themselves, at least \However, their hopes of ANTA or the natural growth of autumn promotions intense temperature suddenly dropped, which for in the \Li Ning, who want and even Nike,[link widoczny dla zalogowanych], Adidas same stage of Anta, he too needs the \Anta The funds raised 2.5 billion Hong Kong dollars for investment to expand production capacity in Jinjiang for such a world-class production base, the choice of ANTA does not seem wise. Their hands a strong brand, huge amounts of money people believe there are good prospects to achieve the cooperation of local enterprises in Jinjiang, M & A is not difficult. This will not only be appropriate to eliminate unnecessary competition, duplication of investment in fixed assets does not enhance the strength and expansion. However Anta it?
Kong Linghui then the \While on the one hand it reflects the sense of Anta, Anta, but also show the expansion of international markets is too conservative. A reporter in an interview on the Anta, Anta Ding Zhizhong, president of a point on his great touch. Ding stressed that the reason why no large-scale Anta access to international markets, mainly due to not ignore the international market,[link widoczny dla zalogowanych], nor is it did not want to enter the international market, but can not replicate the formation of international marketing. Passive philosophy
Yes, ideas,[link widoczny dla zalogowanych], slogans need carrier, then what can be used to support the \Of course,[link widoczny dla zalogowanych], this problem is left to Xu Yang, Director of ANTA. There is some support for the author \To describe a concept or culture, the best carrier of the carrier is the story, the characters cut body.
Let us recall that Li Ning,[link widoczny dla zalogowanych], the company released both classic and soon to be known as the Li Ning branding advertising:
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