& nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation Recently, Anta announced in Beijing, and the NBA China to form a long-term strategic partner, Anta officially became an official NBA marketing partner and NBA licensees. For the purposes of Anta, this cooperation has a deeper value, is the NBA for the first time authorized Chinese sporting goods company can use a joint brand, Anta can launch a full range of ANTA brand -NBA jointly with the team and the league logo shoes and accessories, electric provider channel sales stores and online. Chairman of the Board and CEO of ANTA Shizhong opinion, in cooperation with the NBA China, not just more of a sports marketing platform, more importantly, is to empower the brand launch, ANTA multi-brand strategy with more the focal point. Transformation: From the beginning three years ago China's sporting goods market, the past few years is basically negative voices: negative growth in enterprise sales, closed shop tide, high inventories ...... Anta is no exception, in 2012 and 2013 there has been negative growth in sales revenue and profit, Then you start thinking about ANTA Shizhong transformation and organizational change issues, consider Cheap air jordans for sale how to proceed ANTA brand, business model and development strategy of how innovation. Shizhong told reporters that the past two years, Anta has begun to put forward strategic transformation, on the one hand, from the brand model transformation + wholesale + retail model to the brand; on the other hand, the transition from a single brand to multi-brand model, The strategic partnership with the NBA China, for Anta multi-brand strategy has played a supporting role. Early last year, Anta developed and launched the industry as well as according to their own circumstances "retail-oriented" to enhance the brand power, retail and cultural development, management efficiency, enhance the competitiveness of commodities, flexible supply chain, effective inventory control , channel optimization and other aspects of a full range of business transformation and upgrading. China is basically divided into three channels: Channel street stores, shopping channel and e-commerce channels. China's lack of large national retailers, relying on a single brand to cover all types of channels are unrealistic. For example, with this single brand Anta To cover all the street shops, shopping center channels it becomes very cheap jordans online difficult, and the Fila brand launch, then make up for this short board, Fila better coverage of the shopping center of the channel, and Anta form a differentiated and complementary channels on. For the purposes of Anta, in cooperation with the NBA China, not just the brand endorsement relationship is a licensed product with the introduction of NBA-branded merchandise and independent brand products, including, NBA can be seen as an independent brand products Anta A new brand, in order not to compete and be confused with other brands, Shizhong the NBA independent electricity supplier brand products in the sales channels. Shizhong frankly, Anta before the basketball shoe market has not been good, but Nike in the Chinese market a year just selling a few million pairs of basketball shoes, therefore, the gap is not great, some chase. "The introduction of high-cost Anta NBA-branded basketball shoes, with the NBA brand endorsement, at affordable prices, we will let Nike, Adidas boss sleep bad." Ding Shizhong said with a smile. Marketing: focus and efficiency In Anta Zhang Tao, vice president of view, over the years, Anta's sports marketing strategy is quite clear, basically two lines: one line is Retro jordans for sale around the Chinese Olympic Committee, the pursuit of representatives of Chinese sports, representing the essence of sport, has She won China's weightlifting, wrestling, judo and other projects, and this year won the gymnastics, can be described as all-round attack; another line, that is professional, focused on running, basketball and other projects, such as promoting the 29 cities linked together marathon events, China's strategic partnership with the NBA, the basketball shoe market force. In sports sponsorship, Anta sponsorship stressed efficiency. Shizhong frankly, a few years ago anta also have the opportunity to cooperate with NBA China, but then NBA China and the Chinese sporting goods company's cooperation is also limited to the level of brand communication, we do not have the floor value, so choose the time Anta seems more cost-effective CBA. Today, NBA for China's sports brand, not only has the value of the brand symbols, they can fall, forming a valuable commodity, such as sponsorship and cooperation, for anta is very attractive. "In fact, we have been looking for a suitable sports resources, with the NBA China are all-round cooperation, NBA is not just a symbol used on spread, mor cheap jordan shoes for men e importantly, it can be used on merchandise, but there are 30 teams in the NBA Brands can use. "Shizhong expressed. In addition, Anta's sports marketing has been focused on China sports, therefore, in cooperation with the Chinese Olympic Committee, in cooperation with the CBA, in cooperation with the Chinese gymnastics team and a series of cooperation, are focused on the Chinese market. Anta basketball is always the most important sport. "In the past we ask an NBA star endorsement costs $ 300 to 5,000,000, for Anta, if the development of star models not sold 50,000 pairs of shoes, it must be a failure. Nike monopolized NBA80% of the players, We only signed twelve NBA players how to play? "asked Shizhong. Annual Report 2014 in the first half of the show: Anta's sales and profits have occupied the first Chinese sports brand, became the oldest sports brand, but the gap with Nike, Adidas is still relatively large. "At present, in the Chinese market, our market share and compared to international brands, there are still some gaps in the future, we hope to be able to go further than just improving market share, I personally pay more attention ANTA sportswear market in China established position. " Retro jordans for sale For the future of Anta, Shizhong gave an interesting answer. embrace electricity supplier channels Rise electricity supplier channels, so that China's sporting goods companies love to hate, on the one hand, the electricity supplier channels huge influence, had embraced; on the other hand, the electricity supplier channels and offline channels to peaceful coexistence, but is a major sporting goods companies have been headache. Thus, in the past many years, the majority of sporting goods companies in China are still as clear inventory of e-commerce channels, and not really pay attention to the development of this channel. Shizhong frankly, over the past few years, although Anta electricity supplier development is good, but the overall size is still small. In the years after the Beijing Olympic Games, many sporting goods companies regard the electricity suppliers as process inventory channels; now companies should realize that the electricity supplier channels and offline channels to achieve differentiation, the introduction of different styles of products, dislocation sales. It is reported that the launch of NBA licensed merchandise Anta divided into two types, one is the joint brand logo pro cheap jordans for sale ducts, lower electricity providers and cable channels while sales, a subject of the NBA single product, sold only in the electricity supplier channels. Future, Anta channel strategy is the flagship brand with the NBA licensed electricity supplier channels, ANTA cover second and third tier cities Street store channel, the main shopping center Fila channels a second-tier cities, a multi-brand strategy to differentiate whole channel. In Shizhong opinion, we launched a joint brand products not only to enhance the brand, but also to improve the professionalism of ANTA brand; and independent of the subject product as Anta a multi-brand strategy is an important brand in the future bear in electricity Suppliers strategic position to expand sales channels, at present, although Anta electricity provider channel sales are doubling annual growth, but not accounted for 5% of total revenue, with the support of NBA independent standard products, Shizhong hope in the next few year sales channel electricity supplier can achieve annual growth speed. OTC Comments: Zhang Beijing key way sports consulting firm founder Frankly, compared to Nike, the local sporting goods brands of the gap is not small; however, the cheap jordans for sale mens re is a gap and can not be completely attributed to their own level of effort, in fact, rooted in the development of sports brand in the markets sports consumer environment. In China, whether it is entertaining to watch type, or participate in experiential consumer spending, both European and American countries have a big gap. Nike and Adidas not only create considerable income from main operations in the US and European markets, and to bring it to account for the movement of resources to emerging market countries to kill time, still able to maintain the lead. Of course, that is the opportunity gap, local brands there "space for time." 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