With the successful opening of the closing ceremony of the Asian Games the day before yesterday, it also marked the 16 day Asian Games coming to a close. Looking back over the past 16 days, except for athletes on the field, the sports venues attracted audience's attention. Shoe enterprises They have also launched their own. brand marketing And strive to become the biggest winner of the Asian Games.

In fact, the essence of sports marketing lies in the successful grafting of athletes' fighting spirit and personality to the product brand. Jordan and Nike The combination is an unsurpassed classic. But for more sporting goods brands, the exposure frequency in sports arena is also the pursuit of sports marketing.

Now, the Asian Games have changed. Which shoe company has been successful in marketing and become the last winner? Is Nike? 360 degrees, Anta or PEAK?

After 16 days of marketing battle, Anta, as the provider of the award equipment, no doubt makes people feel that it is closer to the champion. At every award ceremony, we can always see the shape of Anta equipment.

Zhang Tao, vice president of Anta, said: "what is the core of the award equipment? I think it symbolizes the spirit of never stopping sports and is the best carrier of Chinese glory. All these need spokesmen and support from other resources that can represent China, so that the connotation of Anta sponsorship rights is more full."

In fact, as early as the opening of the Asian Games, Anta has gained an unexpected result: Jin Ziwei, the Anta spokesperson and the gold medalist of four men and two oars at the 2008 Beijing Olympic Games, was selected as the flag bearer of the Chinese Legion on the evening of the opening ceremony of the Guangzhou Asian games on the basis of her excellent performance and good shape. With the cooperation with the Chinese Olympic Committee, the winning equipment of the Chinese team participating in the Guangzhou Asian Games undoubtedly falls on Anta. In addition, Anta has included the overall package interests sponsored by the Chinese sports delegation's award equipment in the 2009~2012 Olympic Games. This indicates that as long as Chinese athletes win medals, Anta's award equipment will witness the rise of the national flag.

"When Anta is exposed to Chinese TV players in Anta TV, newspapers, magazines, Internet news and mobile MMS, there is no doubt that Anta has received hundreds of millions of exposure, which is not a substitute for regular advertising." Zhang Tao emphasized. It is reported that at this Asian Games in Guangzhou, wearing Anta award dress lens has become one of the most exposed brands. {page_break}

"Winning equipment is the core of Anta's rights and interests. Apart from the exposure on the podium, Anta hopes to take as many channels as possible and influence as many people as possible." Zhang Tao told reporters that Anta fully extended the award equipment resources to the store and had direct contact with the terminal consumers. More than 7000 stores in the country have been replaced by the theme of Asian Games. Some of the shop's entire window spaces are used to display the award equipment, and with the theme ads outside the store, consumers can directly feel the concept that Anta wants to interpret.

In Zhang Tao's view, the Chinese Olympic Committee is the "unparalleled" marketing resource -- the brand and industry status of sporting goods are directly proportional to the sports marketing resources it obtains. The performance of the Chinese team in the Asian Games and Olympic Games is the best way to touch and conquer the target users, so it is also suitable for the current development stage of Anta.

"If we fail to get these rights, we may not be able to achieve this level." It is reported that Anta has been occupying the champion of the market value of domestic sporting goods listed companies, exceeding the trend of Lining and China.