Interpretation Of Anta'S Brand Marketing Strategy

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P > a href= "//www.sjfzxm.com/" ">" "" "" "" "Anta" > "" "Anta" > "revenue of 7 billion 620 million yuan, more than 6 billion 740 million yuan, the first time to sit on the head of the local sports brand.

In the first half of 2013, in the backdrop of the overall recession in the sporting goods market in China, Anta continued to lead Lining again with 3 billion 370 million yuan, and continued to lead the industry.

Anta's once "little brother" completed the overtaking of the bend of big brother Lining.

However, in the face of such a result, consumers in many tier cities seem to be inconceivable, because Anta has never been the first choice for them to buy sports equipment.

In their eyes, the Jinjiang sports brand represented by Anta is often the image of a "local tyrant" - the product design is not "high-end, atmospheric, and high-grade", but it occupies the half of the advertising channel of CCTV sports channel.

The rise of Anta represents a different genre of the "Nike model" which is widely respected by the outside world.

In the past 20 years, Anta has accumulated a methodology of "practical supremacy" which is full of local characteristics and suitable for its own development. Under the guidance of this methodology, the regional brand has gradually developed from a regional brand to a new industry leader.

There are many versions of Anta brand's success in brand marketing From EMKT.com.cn strategy. However, interpretation from consumer psychology is probably the most worthy of our managers' consideration.

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< p > the so-called psychological analysis of consumers is to understand consumers' understanding of goods from the perspective of consumers, what they want and what they feel, so as to formulate marketing strategies accordingly.

Such as brand positioning strategy, from the perspective of consumer psychology, it is not about what your product should do, but your effort to anticipate what consumers want to do and anticipate the minds of consumers.

Brand positioning is the cognition of consumers to the brand, and the brand positioning strategy is the way that the company provides the brand meaning to the consumer process.

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< p > let's take a look at how Anta brand is positioned.

To be honest, at present, the high-end basketball, a href= "//www.sjfzxm.com/" target= "_blank" > shoes < /a > Anta, can not compete with Nike. Although I can make your shoes, I can do exactly the same as you, even better than you.

Anta has also invited celebrities in the past few years to spend a lot of money on advertising. As a result, shoes sold in a year are not enough to pay for his advertising.

In fact, every enterprise can not copy the mode of another enterprise. If it is moved, it will be too simple. The brand positioning of Anta should be Anta's own mode and positioning, because for any enterprise, if you want to figure out who you are, you must first understand who your customers are.

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< p > < a href= > //www.sjfzxm.com/ > brand > /a > positioning needs to be described by target consumers, consumer needs, brand interests, competitive opponents and brand characteristics.

To this end, Anta held a press conference in Beijing to launch its exclusive fourth generation signature basketball shoes KG4 for its spokesperson and NBA star Kevin Garnett.

The biggest bright spot is not the product itself, but its price - 399 yuan.

People familiar with the sporting goods industry should know that for a professional grade basketball shoes, you know, from KG1 to KG3, the three generation of products before were set at the high-end price of 699 yuan.

And foreign brands' celebrity endorsement products often cost thousands of dollars.

KG4 released only a month later, Anta announced the signing of a new basketball product spokesperson in the United States. Rajon, Rondo Rondo, the Boston Celtics star, launched the first signature basketball basketball shoes RR1, and the product price was set at a low of 399 yuan.

At present, the flagship products of celebrity endorsements are sold to "cabbage prices" at the forefront of sports brands at home and abroad. Anta is still the first one.

In order to better promote their own cheap basketball shoes, Anta has packaged the concept of "national shoes" for the 399 yuan flagship products, and has launched a brand new concept of "strength and priceless" in marketing, which is intended to emphasize the high cost performance of the shoes, and to prevent consumers from mistakenly thinking that low price is equal to the low end.

The thing that a brand wants to live is to know who he is and what expensive things will do. It's good and cheap. The quality is good. Not everyone will do it.

High cost performance products are the core competitiveness of Anta brand today.

Marketing practice shows that Anta's price strategy is consistent with the current Chinese consumers' perception and perception of the brand, which is the key to Anta's success.

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< p > China's post-80s and post-90s are one of Anta's brand consumer groups.

Despite the fact that there are some big foreign brands in sporting goods, there are still a large group of people who will choose Anta brand after 80 and 90, because the value of goods is the most important thing for this group.

Although 80 and 90 are more concerned about themselves, they respect their individuality and freedom more, and show more tolerance to different ideas and behaviors.

After 80 and 90, the acceptance of new things and new ideas and their broad horizons also enable them to put forward the correct opinions. In the daily life of consumption, "I" is the most important factor. The so-called "I" is what I want, I like and fit for me.

They emphasize their importance in consumption and satisfy themselves through consumption.

The study also found that in most consumer situations, they were quite rational.

Moreover, they like new things and will make some low cost consumption.

It is precisely because of this group of consumer psychology characteristics, Anta boldly put forward to do a real "national basketball shoes", so that more people can afford to buy, let 1 million people wear Anta shoes to play basketball, this brand marketing strategic objectives.

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< p > in order to achieve this goal, Anta began to adjust its basketball strategy.

The first is to understand the real needs of consumers and the habits of their products.

According to the survey, among the students, there are many people who have international brand basketball shoes. But quite a few of them wear these international brand products only when they compete on important occasions, such as classes or colleges and departments. When they play privately, they usually wear local brand products.

We know that the signature shoes of an internationally famous athlete are basically between 1200~1800 RMB. Of course, some consumers buy it, but most of them buy it as a show off in their daily life.

When he has such a state of mind, it is difficult for them to appear in outdoor basketball courts, usually in indoor basketball courts or streets.

For Anta, if the user does not play with his product, then the high-end of the brand will become meaningless.

Anta does not want to make its products a "collection" that is shelved by users, but rather wants consumers to use our equipment to really participate in basketball games when he can afford them.

This is exactly the same with consumers' perceptions and needs, or with consumers.

That is, Anta sacrificed one or two SKU gross margins, but sales went up, and there was no big loss.

Marketing practice shows that this is consistent with the consumption psychology of post-80s, especially after 90, and the achievement of success is no longer a problem.

Remember: these psychological characteristics, especially the characteristics of consumer psychology, are the foundation of successful brand marketing strategy design.

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< p > Anta is not unable to produce the products of "high-end, atmosphere, and grade" in the eyes of consumers in the first tier cities. The key to the problem is, why should we do that? If consumers are satisfied with and approve of their own practices, why do they have to change? Anta's goal is to challenge Nike and Adidas.

But that does not mean that Anta will challenge them in the same way Nike and Adidas do.

In fact, at this stage of the Chinese market, it is not always possible to achieve a good result by imitating the international brand entirely. The unsuccessful case is Lining.

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< p > finally, we would like to say that Anta has a long way to go in the future. In the face of the traditional media influence of the group of 80 and 90's who respect individuality and ego, they are losing their right to speak.

What kind of brand marketing communication way can effectively impress them? "80 after 90" likes to flaunt their individuality, value originality, be willing to follow the trend, dare to accept new things, appreciate products with cultural connotations, and enjoy the influence of Internet culture, especially mobile Internet phones.

In short, they want to emphasize the experience and fun of enhancing brand personality through media participation.

In the face of today's 80's and 90's, the past only put in a few humorous or bombardment of celebrity endorsement ads have been impracticable. In order to impress the post-80s and post-90s, the best way is to let the media communicate with the "80s and 90s" zero distance contacts so that they can experience products, experience brands and experience culture. They need to get the pleasure of personal experience through the media to consider whether to deal with brand marketing.

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