安踏体育营销策略分析英文英语版本.docx

安踏体育营销策略分析英文英语版本.docx

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安踏体育营销策略分析英文英语版本

安踏体育营销策略分析

摘要：

随着生活水平的不断进步与发展，人们越来越注重健康以及对身体的锻炼，体育用品行业也由此取得了长足的发展，然而在很长一段时间体育行业都被国外诸如耐克和阿迪达斯这样实力雄厚的企业所垄断，但令人欣喜的是，近几年，中国本土体育品牌开始井喷式的崛起，安踏便是其中的一员。

本文首先对安踏的发展历史进行叙述，讲述其大致的发展历程，随后对其所运用的营销策略进行归纳总结，探究其在营销策略上值得学习的地方，从品牌代言人选择，价格定位和产品策略三方面入手对其营销策略进行深入浅出的探讨。

最后，通过安踏的成功给予国内运动品牌一些发展的建议，让其认识到品牌代言人选择，价格策略以及最终回归产品本身的重要性。

通过本文的写作，笔者表达了对安踏体育近几年一系列运营的赞赏，也希望通过此文来让更多的消费者认识体育用品行业。

关键词：

品牌代言人；安踏体育；营销策略

MarketingStrategiesofANTASports

Introduction

Asthestandardoflivinggetshigherandhigher,peoplestartputtingtheirattentiononhowtokeephealth.Sportsbrandsgetagreatdevelopmentinthisfavorableenvironment.ManyfamousbrandssuchasNIKEandAdidasevenbecamethefaithofmanyyoungpeople.AccordingtoCFW.com,NIKEearnednearly5billiondollarsinChinamarket,andmade8%progressinthewholeworldmarketin2018.ForAdidas,whichisregardedasNIKE’sbiggestcompetitor,theoperatingrevenue’sgrowthrateis15.6%,stillastrongperformanceinthisintenselycompetitivemarketplace.1Consideringthecongenitaladvantagesofthosebrands,thisphenomenonisreasonable.Butinrecentyears,aChinesebrand,whichiscalledANTA,seemswanttocarveupthisbigcake,andbeyondexpectation,itmadeagreatsuccess.

In2017,itsmarketvaluehitonehundredbillionHKDandbecamethethirdlargestsportsbrandallovertheworld.Behindthisgreatachievement,ANTAhaspaidmuchhardshipandconstructtheirownmarketingstrategies.ANTAiscleveronspokesmanchoice.ItscontractsnotonlywinsfamousNBAstars’heartsuchasKlayThompson,KevinGarnettandRajonRadon,butalsoimprovesitspopularity.Atthesametime,thispopularitypushesittocontinuouslyimproveproductquality,whichhelpsitgrowintotheleadingenterpriseinChinesesportsindustry.Inpublicityaspect,itsabundantactivitiesfacilitateitscooperationwithenterprisesindifferentareas,andmakeitsposterandsloganwidelyknown.Asfortheproductstructure,ANTAhasabsolutelyclearemphasis.ANTAfocusesonbasketballshoes’productsandmultipleproductlinedevelopmentatthesametime.ThoseseriesoperationstrategiesmadeANTAgetstrongerandbecomethebestsportsbrandinChina.

ThisthesisfirstlynarratesthedevelopmentshistoryofANTA,thensummarizesitsmarketingstrategies,andpointsoutadvantageswhichareworthlearning.Thethesisfocusesonthreedifferentaspects:

theselectionofspokesmen,pricingstrategyandproductstrategy.Finally,thisthesiswillgivesomesuggestionstoChineselocalsportsbrandsthroughANTA’ssuccess.

Thesportsindustryisapotentialbutalsocompetitiveindustry.Antahassucceededinthiscompetitionwithstrongforeignbrands.Anta’ssuccesshasalsomadeChinesepeopleproud.Theauthorhopestoarousepeople'sattentiontothisindustrythroughthisthesis.People’sattentioncanbeasignificantpushingforcetothisindustry.

I.DevelopmentandAchievementsofANTA

ANTASportsProductsCo.,alsocalledANTAforshort,isthebiggestsportsbrandinChina.ANTAisanenterprisewhichfocusesonsport’sproductsdesign,manufactureandselling.In2017,itsmarketcapitalizationhitonehundredbillionHKDandsuccessfullybecamethethirdbiggestsportsbrandallovertheworld.2Inthispartofthewholethesis,itdoesabriefintroductionofitswaytosuccess,andANTA’sdevelopmenthistorywillbedividedintothreeperiods:

1991-2015,2015（turningpoint）and2015-present.

A.EstablishmentandDevelopment

InChina,ANTAisasportsbrandwhichhasalonghistory.Sinceitwasfoundedin1991,ANTAhasmadeitscareerfor28goodyears.In1999,itsignedanendorsementdealwithKongLinghui,oneofthefamouspingpongstarinChina.Thisoperationhelpeditsturnoverreachtwohundredmillionin1999.From1999,ANTAchangedtheirbusinessfrommanufacturingonlytopurchasingwholesale,andtheystartedtofocusonsecondandthirdgradescities’marketdevelopment.

In2004,ANTAsponsoredCBA（ChinaBasketballAssociation）.Thiscooperationcontinueduntil2012,Itbroketheforeignsponsors’monopolyofdomesticsportsevents,andin2005ANTAhasinvestedaboutonemillionyuantobuildthefirsthigh-techsportssciencelaboratory.ItisclearthatitdrovethetechnologicalupgradeofChinesesportsproducts.

Whentimecameto2007,ANTAwaslistedinHongKongandfinancedthreeandhalfbillionHKD,stillarecordinChinesesportsindustry.Forthesakeofexpandingtheirbusinesslandscape,theypurchasedinternationallyfamoussportsbrand—FILA,startingtoreachtheirbusinessinhigh-endmarket.

Theyear2012isagreatyearforANTA.ANTAmadeitsyear-endperformancereach7.62billion,andfinallybecamethebiggestsportsbrandinChina.It’sagreatachievement.ANTAused11yearstogettotheplace—theKingofChineseSportsBrand.

Between2012and2015,ANTAcontinuedwithconsolidatingitsstatus.ANTAsetsacontractextensionwithChineseOlympicCommittee,andprovidesChineseathleticdelegationwithsportsequipment.

Initsfirst15years,ANTAledastabledevelopingrouteandsuccessfullybecamealeadingbrandinChina’ssportsindustry.ANTAisaworldknownbrandandthethirdbiggestsportsbrandnow,so2015isanimportantturningpointforANTA.ItsignedanendorsementdealwithKlayThompson.Thismovementtrulymadeitblowthetrumpettotheworld.3

B.TurningPoint:

CooperationwithKlayThompson

In2015,ANTAmadeabigdecisionthatittriedtosignanendorsementdealwithnotedNBAstar—KlayThompson.ANTAmightnotknowthisdealwillhelpthementertheinternationalmarketandmakeANTAaninternationalsportsbrand.ThiscontractwasknownasthemostsuccessfulsigningwithNBAstar,andwiththemutualbenefitsANTArenewedthecontractwithThompsonin2017whichwasworth$80millionandfor10years.ItmeansKlayThompsonbasicallygavehiswholecareertoANTA.In2016,thefirstyearofANTAandThompson’spartnership,ANTAsoldalreadysixhundredandfiftythousandpairofKT1（from）.It’sagreatachievementofaChinesebrand.SinceANTAbuiltcooperationwithThompson,basketballshoesgenerallybecamethemostimportantpartofwholeproductline.ThereforeANTAsetabusinessdivisionforbasketballcategory,andit’stheonlydivisioninANTA.ANTA’schairmanoftheboardDingShizhongalsoholdsthatbasketballisthekeypointthathelpsthemensurethestatusinChinesesportscircle.ItisacknowledgedthatANTA’sspecialinsightinspokesmanchoice,anditreallymadeaturningpointofANTA’sbusiness.

C.AchievementsofANTAinRecentYears

InRecentyears,ANTAisshowingitsstrongearningpower.Atthebeginningof2017,justthe10thanniversarythatANTAlisted.Atthisspecialmoment,ANTAannouncedtheirrevenuequadrupledthatofthe2007,andthewholerevenuereachedsixtybillion.Butnotonlythat,italsomadearecordthattherevenueforthethirdconsecutiveyear,andthegrowthrateexceeded20%.

In2017,ANTAmadeunprecedentedgrowth.ANTAnotonlyearnedabove16.7billionYuan,butalsoleadtheirwholemarketvaluebreakonehundredbillion,andbecamethethirdlargestenterpriseintheworld.

ForANTA,itearnedalotmoneyfromitsrapidlydevelopingbusiness;forordinarypeople,theyenjoytheproductsofANTA.Atthesametime,ANTAprovidesoverahundredthousandjobopportunitiesforthemasses.ANTAisplayingamoreimportantroleinChineseeconomy.

Whentimegoesto2018,ANTAperformedtheirslogan“KeepMoving”perfectly.Inthemiddleof2018,ANTAhasalreadyhandedover10.5billionyuanrevenue.Itisreallyshockingbecauseinthewhole2017,thisdatawas16.7billion,whichmeansANTAonlyusedhalfayeartomakeitsrevenuebreak10billion.Itsgrowthratehasreached44.1%,thebestperformanceinthepast11years.4

Allinall,whenpeoplelookbackatANTA’shistory,ANTAmadeamiracleinChinesesportsindustryevenintheworldsportsindustry.Uniquebusinesssightanddecisiveactionmadeithappen.Inthenextpart,thispaperwillshowmoremarketingstrategiesandinvestigatethoroughlywhyANTAmadethosegreatachievements.

II.MarketingStrategiesofANTA

Aseveryoneknows,marketingstrategyisveryimportanttoanenterprise,especiallyinsportsgoodsindustry.NikeandAdidasaretwogiantsinthesportsindustry.Theyhavealonghistoryandhavebuiltitsstablecorporateculture.Theirrichproductlinesandmightyendorsementteammakethemattractsalotofpurchasingpower.It’sreallydifficulttoliveinthiscircumstanceforChinesebrandsjustlikeANTAorLi-Ning,butANTAmadeittrulyhappen.Thispartofthispaperisdividedintothreeparts,itincludesadvertisingandbrandeffect,priceposition,andproductsstructure.

AdvertisingandBrandEffectinCooperationwithFamousNBAStars

Advertisingisthecoreofmarketing,andit’sthefoundationofestablishingbrandeffect.ThereisnodoubtthatANTAhasputalotofeffortintothis,especiallyincooperationwithfamousNBAstars.

1.TheCooperationwithNBAStars

Aswecanseefromabove,spokesmenplayasignificantroleinANTA’sadvertisingplan.Theearliestcollaborationcanbetracedbackto1999.ANTAsignedanendorsementagreementwithgreatfamouspingpongstarwhowonalotworldchampionship—KongLinghuiandused“Ichoose,Ilove”astheirslogan.

It’shardtosayitsmarketingstrategywasfacingtheinternationalmarketatthefirstseveralyearsofANTA’shistory.ANTAhasbuiltrelationshipwithCBA,ChineseOlympicCommitteeandmanydomesticsportsstars.IthelpsANTAgenerallygrowupandbecometheleaderofChinesesportsindustry.ANTAalsoknowsthatifitwantstolettheirproductsreachtheworld,itneedstogetmoreendorsemen