199 1 year, young Ding Zhizhong established Anta company. At that time, there were thousands of small factories like Anta in Jinjiang, and Anta had no advantage compared with other companies. Ding Zhizhong, who just turned 18 years old, went north alone to join the business community. Like all start-ups, Anta, which has just been established, has devoted all its resources and energy to design, production and sales, basically without any marketing expenses, and relies entirely on the word-of-mouth of customers to spread it. Although the product sales in recent years are not worrying, the brand has not been played out. Therefore, Ding Zhizhong began to put brand management on the agenda. 1997, the company began to build a VI system and gradually standardized the use of trademark recognition, which opened the prelude to the implementation of Anta brand strategy. The first shot of celebrity endorsement is different from all the companies involved in the production of sports shoes in Jinjiang. After accumulating original capital, the first thing Anta should do is to make its own popularity as soon as possible and let everyone know the brand. From 1999, Anta boldly adopted the marketing mode of "celebrity endorsement+CCTV", hired Kong, the world champion of table tennis, as the brand spokesperson at an annual cost of 800,000 yuan, took "I choose, I like" as the advertising slogan of Anta, and took out 5 million yuan to launch a large-scale "advertising bombing" in the prime time of CCTV sports channel. Although it is not uncommon for celebrities to endorse sports brands now, it still caused a strong shock among the public at that time. "China's national ball is table tennis, and Kong is the world champion of table tennis. It is easy to attract public attention and naturally pay attention to the brands he likes and chooses." Xu Yang, brand director of Anta, explained why Anta chose the hole. With this TV advertisement, Anta brand emerged in China sporting goods market, and the combination of "Anta+Kong Huiling" was deeply rooted in people's hearts. Soon after, the 2000 Sydney Olympic Games was held as scheduled. In this Olympic Games, Kong played against Waldner of Sweden in the final. After the first four games were tied, Kong completely destroyed his opponent's fighting spirit in the deciding game. After five hard games, he finally won his opponent, which not only helped China table tennis team win four gold medals in two consecutive Olympic Games, but also completed his great career as a world champion in men's singles. With the excitement of kissing and waving the national flag after Kong won the championship, the Anta brand has been firmly engraved in the hearts of Chinese people. In this way, Anta became an instant hit and quickly became a household name in China. While the popularity has been greatly improved, Anta's sales have also shown a strong growth: in 2000, Anta's sales exceeded 300 million yuan, six times that of 1997; 200 1, Anta achieved the first comprehensive share of the annual sports shoes market for the first time; By 2006, Anta had won this honor for six consecutive years. At this time, Ding Zhizhong is not only satisfied with the positioning of Anta Volkswagen brand, but also hopes that Anta can develop in a more professional way. In 2003, Anta faced the first transformation in history. When other sports brands have followed the marketing model of "celebrity endorsement+CCTV" of Anta, Anta has begun to look to the sponsorship of professional sports events. In fact, one of the important reasons why Anta dares to invest so much in the sponsorship of events is that the attempts in previous years have accumulated considerable experience and confidence for Anta: for example, 1995 sponsored the 67th World Weightlifting Championship, and 1999 sponsored the 4th National City Games, the World Middle School Games, the Beijing International Marathon, and 13 Asian Games. In particular, the sponsorship of the Sydney Olympic Games in 2000 was an instant hit, which made Anta taste the sweetness. However, with the gradual maturity of marketing concept and the gradual strength of brand, Anta's sponsorship of sports events is becoming more and more rational and in-depth. "In the choice of sports and events, we mainly focus on basketball, volleyball, table tennis and extreme sports. Basketball can not only help Anta build brand awareness, but also boost sales; Volleyball and table tennis are national sports and can reflect the national spirit; Extreme sports represent fashion and youth. Different projects have different emphases. Around these projects, the means and methods of Anta communication are different, and the goals achieved are different, which can make Anta brand professional, national and international. " Xu Yang said. The most iconic event during this period is the cooperation with CBA (China Basketball League). In June 2003, Anta sponsored three CBA3 seed teams for the first time: Wanma in Zhejiang, Dongsheng in Shaanxi and Pan Pan in Liaoning. On June 5438+1October, 2004, Anta fully sponsored the CBA League, becoming the exclusive sponsor of the sports equipment of the team for 8 consecutive years 16 in February, 2004, and the only designated partner of the CBA League. After obtaining full rights and interests, Anta followed the continuous development of CBA events and invested a lot of resources in follow-up marketing and in-depth marketing strategies. First of all, it is reflected in product development. In September, 2005, during the CBA 2005-2006 season, Anta CBA King series equipment was officially released, and all CBA teams will wear Anta equipment to compete in professional leagues this season. Two months later, chinese basketball association and Anta jointly released the CBA special competition equipment specially developed and designed by Anta. This is the first time that domestic sports brands have designed CBA professional basketball shoes according to the mechanical characteristics of basketball forwards, centers and guards. On March 6th, 2006, CBA2006 All-Star Game was held in Shanghai Gymnasium. Anta specially designed and produced a set of brand-new all-star game equipment for this all-star game, and grandly launched A 1 1 2006CBA limited edition all-star boots, which caused a sensation in the market. On June 5438+ 10, 2007, professional all-star basketball shoes will also be listed grandly.