安踏公司营销策略—keep moving

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安踏营销策略

产品的多元化，不但为渠道建设起到最大的助推力，并使安踏的渠道健康化；而且在提高单点的盈利能力，使现金流的良性化，乃至在打破开店容易持店难的窘局上更是功勋卓绝。从另一个角度说，为消费者在终端上提供多样化的选择，大幅度提升了顾客的忠诚度。产品多元化的实践，为安踏快速切入和深入市场，以及品牌资产的增殖和竞争优势的形成，奠定了扎实基础，从而大大地创造与增强赢利能力和市场认同力。
产品联盟
为推进产品创新和产品多元化的产品策略，必须整合上游供应商等资源的优化和重组，安踏采取了策略联盟的路线，目的是为了使产品有竞争吸引力，但有竞争吸引力的产品必须具有产品特色和质量、服务组合和质量、合适的供应品价格等三要素的紧密配合。因此，安踏在选择供应商和生产合作商的时候，合作条件设定了很高门槛，但是，实际上，甚至有时还要倚赖实力强大的提供商实力快速成就自己。比如，安踏篮球鞋的生产，早期与寰球鞋业合作，现在有与广东的宝元集团合作，形成优势联盟。因为这两家提供商都曾给耐克、匡威、阿迪达斯等品牌做过代工。在不涉及知识产权的前提下，安踏与耐克在国内几乎采用相同的生产线进行生产，只是制鞋材料略有不同，“这是我们比其他国内品牌更加专业的地方”，安踏人如是说。服装与配件的产品，也是如此，暂不赘述。
安踏
公司简介
1994年，在福建晋江的一家制鞋作坊门口第一次挂上了安踏的标志，经过十几年的发展，安踏已发展成为中国最大的以行销为导向的综合性体育用品企业之一，安踏企业领导人丁志忠因为其对于中国体育的特殊贡献，被评为第17 届"中国十大杰出青年"。安踏体育用品有限公司现为香港安大国际投资有限公司全额控股的有限责任公司，集"中国驰名商标"，"中国名牌产品"、"中国品质免检产品"等荣誉于一身，其销售业绩居于全国前列，运动鞋市场综合占有率更是连续多年在全国同类产品中荣列第一。

安踏

Moving… 永不止步 Keep Moving
产品范围
安踏体育用品有限公司 (港交所： 2020)，简称安踏体育、安踏，是中国一家品牌运动鞋民营企业，主要设计、开发、制造及销售运动服饰，包括“安踏”品牌的运动鞋类及服装。
Moving… 永不止步 Keep Moving
销售范围：销售范围：超过7000家门店，全面覆盖31个省市
商品VP 质量管理中心商品管理中心
品牌品牌管理中心器材管理中心
销售VP 海外事业部销售管理中心儿童事业部
VP
鞋材中心
鞋业事业部
北京分公司
Moving… 永不止步 Keep Moving 执行董事：丁执行董事：丁赖王吴郑世世世文永忠家贤默华捷
愿景
核心价值观
Moving… 永不止步 Keep Moving
安踏的组织架构
董事局
决策委员会总裁审计部审计委员会
生产VP 自有服装工厂服装营运中心鞋品营运中心
CFO 财务管理中心
职能VP 经人营力工法总管资程务裁理源部部办中中心心
自治区，在国内建立了最完备的，覆盖一、二、三、四线的市场营销网络
Moving… 永不止步 Keep Moving
市场定位：市场定位：安踏（中国）坚持中端品牌路线，并逐步
向高端品牌不断扩展
高端市场
大众市场
低端市场
Moving… 永不止步 Keep Moving
员工规模：员工规模：目前安踏集团拥有员工5000多人，

安踏的体育营销策略

安踏的体育营销策略营销06甲0690110239 王国雷前言：1994 安踏(福建)鞋业有限公司成立，创立安踏品牌。

当时员工就几十个，年销售额2000万。

2007年，安踏在香港联交所主板上市。

2007年在国内体育用品行业，耐克、阿迪达斯、李宁、安踏名列前四且占据了半壁江山，其中耐克瓜为13.6%，阿迪达斯占12.4%，李宁、安踏则分别以10.5%、7.4%位列三、四位。

在短短10几年的时间中，安踏如何从一个单纯的家庭企业成长为中国体育用品行业的四大支柱之一，而且还有超越李宁的趋势。

分析安踏发展历程来看，我们不难看出体育营销的成功是安踏走向成功的最重要的因素。

一，“明星代言+CCTV”模式的巨大成功。

从1999年起，安踏在国内首次大胆采用了“明星代言+CCTV”的营销手法，以每年80万元的费用聘请了乒乓球世界冠军孔令辉作为品牌代言人，将“我选择，我喜欢”作为安踏的广告语，并拿出了500万元在央视体育频道的黄金时段展开了大规模的“广告轰炸”。

尽管现在明星代言体育品牌已经屡见不鲜，但在当时，却在大众中引起了强烈的震撼。

“中国的国球是乒乓球，孔令辉又是乒乓球世界冠军，所以很容易引起大众的关注，自然也就会关注他所喜欢的、选择的品牌。

”安踏品牌总监徐阳这样解释安踏选择孔令辉的初衷。

凭借着这则电视广告，安踏品牌在中国体育用品市场上崭露头角，“安踏＋孔令辉”的组合从此深入人心。

不久后，2000年悉尼奥运会如期举行。

在这次奥运会上，孔令辉决赛对阵瑞典名将瓦尔德内尔，在前4局打成平手后，孔令辉在决胜局中彻底摧毁了对手的斗志，最终经过5局苦战拿下对手，不仅帮助中国乒乓球队连续2届奥运会包揽4金，而且完成了他男单世界冠军“大满贯”的伟业。

随着孔令辉获胜后亲吻国旗振臂挥舞的激动场面，安踏品牌也牢牢地铭刻在了国人心中。

就这样，安踏一炮而红，迅速成为中国家喻户晓的品牌。

在知名度得到大幅提升的同时，安踏的销售也呈现出了强劲的增长：2000年，安踏的销售额突破了3亿元，是1997年的6倍；2001年，安踏首次取得年度运动鞋市场综合占有率第一的成绩；到2006年，安踏已经连续6年获此殊荣。

安踏零售店员工培训--货品分析(ppt 24页)

3.33
1.此表格您发现了什么问题？ 2.应当如何去解决？
衡量标准
缺货/大量折扣
0-3.0
优秀
3.0-4.0
良好库存偏大/结构不合理
4.0-5.0
＞5.0
库销比过高，意味着库存总量或者结构不合理。资金效率低。
库销比过低，意味着库存不足，生意难以最大化。
库销比反映的是总量问题，总量合理未必结构合理。库存结构——大类结构比、新老货比、大类的性别比、系列结构比、款式比、价位带
keep moving 永不止步
17
分析结果
第2周售罄率计算结果：30/(100-40)=50% 至今总售罄率计算结果：90/100=90% 注意：该月至今总售罄率不一定等于每周售罄之和，因为每周用于计算的库量在减少。
确定合理的新款上市售罄率
新品上市30天：售罄率 30－35% 新品上市60天：售罄率 50－55% 新品上市90天：售罄率 65－75%
进销存三者互相影响、互相依存，决不能脱离其中任意一个来做分析
进
决
定
陈列
市场需求 (基础/核心)
反映
互相影响
销
存
互相决定
(主导)
keep moving 永不止步
5
货品分析重点指标
库销比（总量、大类、性别、各系列的量是否合理）新旧货占比（反映库存年龄结构，老化程度）系列的SKU库存销售占比(反映产品畅滞销) SKU动销率、宽度和深度
知识点
售罄率
售罄率=销售量/期初库存量
（售罄率计算期间通常为一周，一个月或一个季）
售罄率<65% 库存积压
售罄率>85%
进货量太少，出现脱销

安踏校园活动策划书

安踏校园活动策划书前言“永不止步 keep moving”!安踏,中国的骄傲,民族的骄傲!安踏以他新颖的设计，独特的经营理念，迎合着千千万万青少年的喜好.在安踏准备带领民族品牌走向世界的时候，拉近安踏与目标消费群体之间的距离，实在是必要之举。

在此时机，一个以“继续永不止步"为主题的大型校园活动必将深受广大青少年的喜爱，必将为安踏的进一步发展锦上添花！一校园主题：继续“安踏——永不止步,Keep moving …”校园活动二传播受众分析：安踏的消费者年龄定位群体是15—25岁的青少年，他们对社会、对家庭充满强烈的个性与叛逆，他们激情四射，对新鲜事物充满好奇，希望通过体育展现自己，内心充满着对成功的渴望,这也正是安踏品牌文化的价值取向的源头，也是我们这次进行策划的基础。

我们策划的活动以新奇、时尚、个性为原则，迎合青少年的内心需要，充分挖掘他们不断超越、自强不息的精神内涵,吸引众多青少年的参与。

通过大家的参与，加深对安踏的了解,增加对品牌的忠诚度。

三活动目标:借助这次安踏校园活动，带动各大高校学生的消费，提高销售量；塑造安踏鲜明的形象个性,扩大并提高安踏在各大高校学生心目中的知名度和美誉度。

四媒介分析与制定:这次活动主要面对各大高校学生,因此要选择目标受众能经常接触到的校园媒体，这样宣传才具有针对性,才会产生效果。

因此拟订选取以下媒介作为传播渠道:1、展牌2、海报3、宣传单页4、条幅5、音响广播6、坐台咨询五、安踏活动:活动一（一) 活动时间：共3天。

2014年08月26日———2014年08月28日(二) 活动主题：“我心目中的安踏-—--我最喜欢的设计款式网上选秀”(三) 活动对象：射洪县各大高校学生目标消费群分析：安踏的目标消费群体为14--—26岁的青少年。

他们激情四射，喜欢上网, 喜欢接触新鲜事物,关注选秀活动，这就为这次网上选秀活动奠定了很好的基础。

（四) 活动目的：这次活动参与方式简单，参与程度高，参与人数多，可以使他们在参与活动的过程中更多的了解安踏产品，更加了解安踏公司,同时投票结果可以真实反映当代青少年的心理喜好，为安踏专卖店以后更能准确的把握消费者的心里,提高销售额。

案例：安踏：永不止步

案例：安踏：永不止步安，安心创业。

踏，踏实做人，脚踏实地。

“Anta"是中文“安踏”的英文名，在希腊语中的意思是“大地之母”。

希腊是现代奥林匹克运动会的发源地，选择“Anta”喻指安踏品牌所奉行的奥运精神和产品的运动性，它涵盖了安踏的文化和灵魂，以及现代体育精神。

表明安踏品牌是一个国际化、民族化的专业体育用品品牌。

安踏（中国）有限公司创建于1991年，位于福建省晋江陈埭（dài）（中国三大鞋都之首），旗下有香港安大国际投资有限公司、安踏(福建)鞋业有限公司、北京安踏东方体育用品有限公司等。

目前安踏集团拥有员工5000多人，厂房建筑面积达12多万平方米，全部实行电脑化管理的六条现代化流水线，年生产各类休闲运动鞋达500多万双(套)。

晋江丝绸之路的起始地。

1978年晋江GDP仅1.45亿元，2007年更是达到588.34亿元。

今天晋江已经成为中国主要制鞋基地和世界运动鞋生产基地，全市现有鞋业生产经营企业3000多家，从业人员超过35万，年产量超7亿双，年产值超150亿元。

产值超亿的达到了57家。

鞋的品牌有：安踏、361度、特步、乔丹、德尔惠、亚礼得、爱乐、CBA、喜得龙、露友、美克、名乐、金莱克、奈步、奇安达、名足、助乐等。

361°的丁建通，原先以种地为主业，副业在闽南传统高甲戏里面吹唢呐。

他把四个孩子送进鞋厂学艺，每人专攻一个方面的制鞋手艺，分别在帮面、鞋底、设计等，合起来就是一个完整的制鞋流程。

四十来岁的他在那个激动人心的年代，倾全部家当，加上四个孩子，在家里创建了一个作坊。

这家小作坊就是361°的前身，如今它是晋江鞋业的一支劲旅。

1994年，与丁世忠同在陈埭（dài）镇上的丁建通成立了别克鞋业公司，后来等到通用汽车进入中国，发现自己旗下的的别克品牌已经被一双同名的中国鞋子所用，丁建通忍痛割让别克商标，重新建立起一个名为361度的体育品牌。

10多年之后，安踏与361度先后在香港上市，从家族企业转身成为上市企业。

安踏的营销策略

安踏的营销策略
一、安踏的营销策略
1.产品定位
安踏品牌一直秉承“时尚、潮流、实用”的理念，专为中国消费者量身定制。

安踏品牌无论是在品牌定位、产品设计、营销推广等方面，都对中国消费者的健康生活状态和购买需求做出了非常准确的判断与调整。

安踏也以中国消费者的需求进行了跨境品牌营销，在中国消费者市场中，获得了了消费者的认可及市场影响力。

2. 营销战略
（1）增加市场份额。

安踏通过不断改进产品结构，拓宽品牌影响力，采取多种销售渠道建立综合经营。

安踏的营销战略是以线上营销渠道为主，同时建立实体店和门店，打造线上线下营销合一的营销系统。

（2）业务扩张。

安踏引进国际最新流行风格的产品，扩大产品系列，并实施以O2O为核心的综合营销战略，打造品牌价值。

（3）增强品牌形象。

安踏深入消费群体，把消费者看作产品营销的核心，通过主题活动，引导其体验安踏品牌。

安踏通过以体育文化为内在理念构建品牌形象，通过体育运动打造“安踏”精神，将品牌的价值融入到消费者的生活中。

3.定制服务
安踏以消费者为导向，致力于定制服务，给消费者提供舒适、智能的体验。

安踏品牌引入“安踏定制”服务，涵盖从设计蓝本到产品
推出，用户可以依据自己的喜好，定制服装，可以依据自己的需求，定制价格，从而获得更好的消费体验。

4.品牌融合
安踏在营销推广中的思路是把不同领域的品牌、项目与安踏进行融合，让更多消费者受益。

安踏依靠影视明星进行品牌营销，通过主动发起与跨界品牌的融合，安踏通过与视频游戏领域的合作，建立了安踏在新游戏中的定制穿衣服安踏的限定服装设计，让中国消费者更好的感受到安踏的时尚潮流以及品牌价值。

安踏—校园推广

有些事现在不做，这辈子都不会做了······团队介绍Keep Moving（缩写为KM）正如安踏所要传达给年轻人的意思一样，我们希望能够在此次的营销大赛中做到坚持不懈，永不止步。

英文KM的缩写又可以表示为Key Marketing。

营销的最高境界就是推销自己。

希望在此次的比赛中，我们能成功的推销我们的团队以及我们自己。

战胜困难，走向成功。

我的队长姓名：任妮职责：团队的联络者及协调者个人介绍：她有着男孩般高大的身形，爽朗的笑容，男孩子般大大咧咧的性格，却没有男孩子般的胆大心粗。

我的队友姓名：邹婷个人介绍：圆圆的脸，厚厚的唇，小小的个子，却不弱小，一张灵巧的嘴巴，能够将你从失望郁闷的边缘解救回来；一双灵巧的手，能轻而易举的将你混乱的策划案梳理清楚；一个灵活的大脑，总能在你最需要创意的时候给你带来不少启发我的队友姓名：何庆庆个人介绍：她，是我们KM团队的销售达人。

入校以来，她就做过许多的兼职，做过促销，发过传单，招过生，在饰品店打过工。

有着男孩子性格的她认为哪怕面临再强大的对手，也要向对手毅然亮剑，即便战死疆场也要面带微笑马革裹尸。

我的队友姓名：胡梦然个人介绍：来自山东的她，有着东北人的豪爽，一口地道的山东话，很容易然你想起某年某月令你印象深刻的春晚。

善良谦逊是她最大的优点，总是为身边的人着想，却也因此将自己忘记。

喜欢看书上网的她却认为最幸福的事就是睡觉睡到自然醒。

这时，我们是不是要提醒下她，时间宝贵啊~别睡啦！我的队友姓名：王玉龙个人介绍：他，是我们KM团队唯一的一名男生。

年纪轻轻的却有着丰富的阅读经验，去过中国的许多地方；很喜欢和人交谈，当然大多数是MM。

喜欢结交朋友的他，希望通过这次比赛认识更多的人。

目录策划目的背景分析目标消费群体分析校园推广方案⏹整体环境分析⏹安踏SWOT 分析二、背景分析体育用品市场迎来发展的黄金期1、体育消费正成为居民消费新时尚2、世界级体育盛事的不断开展3、国家产业振兴规划瞄向文化和体育产业。

电视上看的英文广告语如-安踏运动服饰——keepmoving

电视上看的英文广告语如:安踏运动服饰——keepmoving篇一：广告学作业各种品牌运动服广告语（1）鸿星尔克广告语：Tobeno.1评价：首先“ToBEno.1”强有力的宣传了鸿星尔克追求卓越的企业理念,迈向第一的企业精神。

“渐变”体现了企业的创新能力,也体现了当今青少年的求新的行为观念,极力迎合了消费者的消费心理。

“让时尚更有层次”表明鸿星尔克追求高层次的时尚品牌的理念同时也让消费者更具有高层次的时尚气质。

倡导的是一种坚韧、拼搏的奋斗精神，是敢为天下先、争做第一的决心和勇气，是不息的追求和旺盛的斗志。

它代表了不屈服于平庸的有志之士对成功、对冠军的渴望和追求，是“更快、更高、更强”的奥林匹克精神、企业理念、及消费者心理融为一体的精神超越和延伸。

（2）安踏广告语：Keepmoving(永不止步)评价：很不错的一个口号，永远在前进的路上，具有进取精神，绝不停止脚步。

很符合运动的精神！体现了自强不息、千锤百炼的体育精神，这句广告语称为激励人们不断努力、不断超越的精神武器，表明安踏品牌是一个国际化、民族化的专业体育用品品牌。

同时也反应出安踏人不断创新、敢于拼搏、挑战自我、不断进取的精神，表达了安踏企业决心要做民族的“安踏”，百年的“安踏”和世界的“安踏”。

（3）nike(美国)耐克：广告语：Justdoit评价：耐克通过以justdoit为主题的系列广告,和篮球明星乔丹的明星效应，迅速成为体育用品的第一品牌，而这句广告语正符合青少年一代的心态，要做就做，只要与众不同，只要行动起来。

然而，随着乔丹的退役，随着justdoit改为“idream”,耐克的影响力逐渐式微。

（4）adidas(德国)阿迪达斯广告语：impossibleisnothing（没有什么不可能）评价：impossibleisnothing是阿迪达斯的广告语，也是品牌在过去近100年里不断积累和完善的结晶，逐步积累出品牌的独有内涵：它提供的不仅仅是体育用品，更是一种人生信念，体育精神和思想境界。

安踏的整合营销传播

安踏的整合营销传播安踏的整合营销传播2013年11月11日安踏有限公司创建于1991年，旗下有香港安大国际投资有限公司旗下有香港安大国际投资有限公司、、安踏安踏（（福建福建））鞋业有限公司业有限公司、、北京安踏东方体育用品有限公司等北京安踏东方体育用品有限公司等。

二十多年来二十多年来，，安踏公司秉承安踏公司秉承““安心创业安心创业、、踏实做人踏实做人、、创百年品牌创百年品牌””的经营理念的经营理念，，经过不懈努力经过不懈努力，，已发展成为国内最大的综合性体育用品企业用品企业。

在由国际知名品牌战略顾问公司Interbrand 评选的评选的“2011“2011中国品牌价值排行榜”上，安踏排名第17名，成为排名最高的本土运动品牌成为排名最高的本土运动品牌。

安踏的成功秘诀之一就在于整合营销传播策略的成功运用整合营销传播策略的成功运用。

整合营销传播是一种适应于所有企业的信息传播及内部沟通的管理体制通的管理体制，，而这种传播与沟通就是尽可能与其潜在的客户和其他一些公共群体保持一种良好的种良好的、、积极的关系积极的关系。

安踏品牌传播过程正是体现了这种关系安踏品牌传播过程正是体现了这种关系。

一、围绕品牌核心价值传播围绕品牌核心价值传播安踏将目标消费者定位为“怀着不凡梦想的平凡少年”，并试图告诉消费者：安踏跟你们一样是一个平凡的人，但是通过自己的努力可以让自己不平凡。

这是精神层面的一种信仰，只要去付出努力，永不止步，总有一天会实现自己的梦想，即“安踏永不止步”。

在产品定位上，安踏将品牌定位在中国中端、中等收入的年轻消费群体。

他们认为这个群体对于体育用品消费需求的增长最大的。

从社会经济现状及职业年龄层分析，年龄介于20～35岁这一阶段的白领人群，其经济收入尽管大多居于中等或中等偏上水平，但他们需要承受买房、结婚、生子以及赡养父母等沉重的经济负担，这就决定了他们不可能拿出更多的钱来用于退居其后的服装消费。

在这个细分市场中，安踏建立了一个比较强的竞争优势。

安踏企业文化

公司简介
• 安踏成立了国内第一家运动科学实验室
，打造拥有自主知识产权的科技品牌，填
补了国内在这一领域的空白，致力于运动鞋安全性、舒适性的研发及技术创新。
安踏足迹
2000年，安踏赞助悉尼奥运会，在北京首创安踏国际时尚运
动冠军赛； 2001年，成为中国运动鞋综合市场第1名； 2001年，正式进入俄罗斯市场； 2001年，“北京安踏东方体育用品公司”的成立，标志着安
安踏的品牌精髓
在运动中实现心中的渴望，反复练习，不言退缩，磨砺出真正的自我！
精品回顾
品牌口号：愿景：
Keep Moving …… 永不止步
未来的安踏将成为中国市场品牌美誉度和市场份额双第一的体育品牌，并成为全球销售额排名前十的体育用品公司。
精品回顾
使命：
将超越自我的体育精神融入每个人的生活!
安踏企业文化
认识安踏,了解安踏
安踏(中国)有限公司晋江总部
生产车间
运动科学实验室
安踏人的理念
“安踏”意味着什么— — • 安，安心创业；踏，踏实做人； • 安踏，创百年品牌。 ——这，就是安踏人的理念。
丁志忠
先生
安踏(中国)有限公司·总裁中国体育营销的开拓者以及中国体育事业的支持者。以“实施名牌战略，托起民族制鞋工业的脊梁” 为奋斗目标，
价值观：
品牌至上创新求变专注务实诚信感恩
品牌精髓：
在运动中实现心中的渴望，反复练习，不言
退缩，磨砺出真正的自我！
Keep moving…
带领公司走向辉煌。
公司简介
• 安踏公司起步于
1991 年，集“中
国驰名商标”、“中国名牌产品”、“

安踏公司发展战略研究

安踏公司发展战略研究作者：王宁汪作朋来源：《商场现代化》2021年第16期摘要：随着“全民运动”、“终身运动”逐渐成为社会群体的基本共识，体育制造产业迎来蓬勃发展的契机，安踏公司作为国内体育用品生产及销售企业的先行者，始终以“推动民族体育品牌发展”为己任，打造属于中国人的体育品牌。

从体育制造产业发展来看，在耐克、阿迪达斯、李宁等国内外众多品牌的围追堵截下，安踏公司要想保持现有的市场地位，必须要不断优化发展战略，以创新求突破，以个性求发展。

本文从安踏公司发展的宏观环境、市场环境、内部环境进行分析，明确环境要素对品牌发展的影响;应用SWOT分析法，找准安踏公司发展的战略定位;结合实践研究安踏公司发展战略目标及选择，从品牌定位、质量创新、营销策略、市场细分等视角制定方案，力求为推动安踏品牌发展进行有益的尝试及探索。

關键词：发展战略;发展环境;战略实施一、引言2021年3月21日，新疆棉花事件导致耐克、阿迪达斯、迪卡侬、FILA、安踏等体育品牌都受到极大的影响，在大部分体育品牌受到影响和冲击时，李宁利用此时机迅速扩大市场份额，并且重新为产品定位，获得良好的市场响应。

说明发展战略优化与调整时机极为重要。

安踏公司作为国产体育品牌的领军企业也必须紧盯市场需求，不断优化发展战略，保持足够的市场影响力。

安踏公司于1991年成立于福建省晋江市，始终将“Keep Moving”（永不止步）作为企业的价值内核，先后多次完善品牌战略，如生产制造批发1.0战略，品牌批发2.0战略，市场零售3.0战略，全渠道、多品牌、单聚焦4.0战略。

目前，围绕全渠道、多品牌、单聚焦4.0战略，已经构建13个全品系生产及销售渠道，全面覆盖购物中心、街铺、奥特莱斯、百货大楼及电商渠道，能够满足特定运动人群的根本需求，每款商品都是“爆款”，能够将时代时尚要素融合其中，满足不同的市场需求。

二、安踏公司发展环境分析1.宏观环境分析为全面推动国内体育事业发展，我国先后推出《全民健身计划（2016-2020）》、《“健康中国2030”规划纲要》等政策，让体育产业获得强劲的发展动力。

安踏英文广告语-广告语[广告语]

安踏英文广告语-广告语[广告语]安踏英文广告语-广告语-广告语本文档格式为WORD,感谢你的阅读。

最新最全的学术论文期刊文献年终总结年终报告工作总结个人总结述职报告实习报告单位总结演讲稿关键字:广告语, 广告, 广告词, 英文, 拉丁文, 外来语,安踏英文广告语——连续五年，我们都杀入四强，却与冠军无缘——有人说，这是没有冠军命——我们不相信宿命——只相信，在场上拼命——四强还能更强——越磨砺越光芒——安踏永不止步——five years. final four. no championship.——they said it was fate.——we don#39;t believe in fate.——we believe, on the court, fight.——final four is not final.——meant to be conquered is the obstacle.——anta, keep moving.安踏英文广告语anta (china) co., ltd. was founded in 1991, the hongkong international investment limited, the anta (fujian) footwear company limited, beijing antaoriental sporting goods co., ltd. more than 10 years, anta companies adhering to thequot;peace of mind entrepreneurship, practical life, a hundred years brandquot; business philosophy, through unremitting efforts, has developed into the largest production and marketing-oriented integrated sporting goods enterprises. anta logo: chi:the entire symbol for the letterquot;aquot; font body, by four different radius of the intersection of circular arc and sound into. the overall composition is simple and generous, dynamic. graphic bright red color represents the vitality of anta and enterprising spirit.quot;antaquot; is the chinesequot;antaquot; in english, in greek meansquot;the mother of the earth.quot; but also reflects the anta people continue to innovate, dare to struggle and challenge the spirit of self-expression of the anta enterprises are determined to do the nationalquot;antaquot;, a century ofquot;antaquot; and the world#39;squot;anta.quot;product description:anta is to promote individuality, advocacy through sports show themselves, so anta brand is the core of modern sports spirit. anta and nike is not the same path, nike pursuit of sports, sports and sports to a certain type of items appear, and more anta is a sports leisure image. anta do not want to do the chinese nike, but to do the chinese anta, anta world. is to establish their own distinct personality, becomequot;china and the world like the antaquot;. product positioning:16- to 28-year-old crowd,belonging to high-end productspage 2 of 5sports products ad appreciation:case backgroundanta is mainly engaged in the design, development, manufacture and marketing of anta brand sports shoes, clothing and accessories, is the leading sports brand, since 2001, anta has 6 years to become china #39;s sports shoes market share of the first brand.brand official website carrying anta dealers, media, investors, consumers and other multiple communication responsibilities of the audience, in the creative design, we strive to style in simple, atmosphere, in the transfer on the fashion, innovation; strive to shape the anta brand international imageand fashion characteristics. the site toquot;keep movingquot; never stopquot;as the creative concept, the main kv loop structure of aquot; more thanquot;the brand world, not only convey the brand spirit of anta, but also reflects the brand vitality of anta, with various target audiences communication to achieve a good impression.安踏英文广告语anta will never stop keep moving ...background music:we are the champions this is a very inspirational songquot;we are the championquot;, and the screen content is very appropriate, anta never stop, everyone is the champion, as long as you never stop working hard.description:anta in the second half of 2006 launched its new ad - we are the champions. accompanied by thequot;anta, keep moving never stop,quot; the atmosphere and inspirational advertising language. the advertisement screen is composed of one athlete#39;s sweaty but sadly fragmented, supplemented by a highly motivating copy ofquot;let the scar be your medal,quot; emphasizingquot;let the world#39;s injustice bow in front of you!quot; inspiring people to rise up with fight their own fate,telling young people to face life attitude.relative to the simple product introduction of the ad, it is undoubtedly unique. i believe that as long as people see this slogan, will feel the power forward! keep moving never stop ... ...quot;quot; let the heart be your declaration, so that the scars become your medal, let the world unfair in front of you bowquot;quot;quot;farmhouse in the unknown table tennis players, no one cheer on the country road running teenager, fence in the hard training practicingbasketball player, scarred extreme sports enthusiasts, repeated failure of the weightlifting girl, accompanied by the queen of the band quot;we are the championquot; rhythmic music, anta in september 2006 launched a new commercials, which is a picture of a strange but sincere face. advertising ideas:advertising is anta products, but it does not directly describe the quality of the product, but an indirect expression, the athlete #39;s strong will, unyielding spirit given to the product, so that the product has a human vitality.advertising is a little story about, high-pitched music, hard training, coupled with incomparably passionate text,quot;let the scars become your medal,quot; but we never stop, the perfect combination of music and picture, people touched endlessly, and establish the vitality of anta will never stop the brand image.advertising appealsadvertising appeals: young and lively, full of vitality, the pursuit of individuality. thus, anta will be its user base fixed in 14 years old to 26 years old between young consumers. like adventure, the pursuit of challenges, unique personality, ahead of consumption, large number of groups, is the overall characteristics of these young consumers.ways of appeal:anta never stop advertising design in the emotional appeal, through the manufacture of mood to prompt advertising theme, to pull people #39;s heartstrings, and make people memorable, the feelings of the department of huai. therefore, the mood, although based on the ordinary but can play an unusual connotation, which belongs to a visual starting point, but far beyond the picture point of view, it creates a rendering of the atmosphere and mood to people a word a sense of endless aftertaste. in the design of advertising, the aesthetic will be integrated into the creative surface, cleverlyquot;emotional inputquot;, through the use of a variety of lyrical techniques, the introduction of consumers,quot;emotion, blend of things, i blend, , the natural will make the consumer emotional resonance.anta never stop the emotional appeal of advertising the target audience is the consumer, and today#39;s consumers are no longer purely the pursuit of material satisfaction, they not only require ads to inform them of the product information, and information on goods and artistic entertainment, to meet their psychological aesthetic needs, therefore, has a strong artistic and expressive emotional appeal advertising is always easy to attract the attention of consumers and interest, play a guiding role in consumption.ad appeal subject:focus on publicity product image, anta this brand is through the efforts to be successful.quot;peace of mind entrepreneurship, practical life, a hundred years brandquot; business philosophyoverviewanta is china#39;s domestic sporting goods in the king! all along, anta to the price for mass consumption, excellent design by the people #39;s favorite! the pursuit of dynamic, the pursuit of excellence, the pursuit of beauty, which is anta to pass the information! it is the pursuit of sports spirit, but also for people to praise the other side!安踏英文广告阅读相关文档:阿迪达斯英文广告语样本-广告语 chivas英文广告语-广告语 2017英文广告语-广告语 2017奔驰英文广告语-广告语幼儿英语教育中心的宣传广告语-广告语推广英语培训学校的电视宣传广告语-广告语戒烟公益广告文案-广告语公益献血的广告语-广告语公益广告文案征集-广告语公益广告文案写作-广告语公益广告名词解释-广告语节约资源的公益广告-广告语公益广告广告口号-广告语公益广播广告文案-广告语公益广播的广告语样本-广告语关于保护文化遗产的公益广告语-广告语留守儿童公益经典的广告语-广告语敬畏生命公益广告语-广告语节水公益广告文案-广最新最全【学术论文】【总结报告】【演讲致辞】【领导讲话】【心得体会】【党建材料】【常用范文】【分析报告】【应用文档】免费阅读下载*本文若侵犯了您的权益，请留言。

安踏营销策划书

安踏营销策划书1 安踏鞋营销策划方案概要当今经济在不断发展，时代亦在不断进步，消费者的生活水平提高了，消费观念也在增强着，消费者对鞋子这一生活必需品的要求更是日益增高。

在这样的环境下，安踏运动鞋所面临的挑战是巨大的，企业必须尽快扩大市场占有率和拓宽销售渠道，来使企业获得最大利益。

2 当前营销状况与环境分析2.1 宏观坏境分2.1.1 经济环境经济坏境是影响企业营销活动的主要环境因素，它包括收入因素、消费支出、产业结构、经济增长率、货币供应量、银行利率、政府支出等因素，其中收入因素、消费结构对企业营销活动影响较大。

现在随着经济高速增长，国民收入平均水平不断增加，购买力水平不断提高，人们对鞋子的要求也越来越高，形成的需求是不可忽视的。

2.1.2 自然环境随着人类社会进步和科学技术发展，世界各国都加速了工业化进程，这一方面创造了丰富的物质财富，满足了人们日益增长的需求；另一方面，人们也不得不面临着资源短缺、环境污染等问题。

从60年代起，世界各国开始关注经济发展对自然环境的影响，成立了许多环境保护组织，促使国家政府加强环境保护的立法。

这些问题都是企业营销不得不面临的挑战。

对安踏鞋的营销管理者来说，应该关注自然环境变化的趋势，并从中分析企业营销的机会和威胁，制定相应的对策。

2.1.3 科学技术科学技术是社会生产力中最活跃的因素，它影响着人类社会的历史进程和社会生活的方方面面，对企业营销活动的影响更是显而易见。

所以一个企业要在这个不断更新的，不断进步的时代站住脚跟，它就得有自己的核心技术和专利。

安踏鞋有着他自己独特的制鞋工艺，运用高新技术，人性化设计，并且不断创新开发新产品，旨在让每一位消费者都穿上舒适满意的高品质鞋。

2.2 微观坏境分析2.2.1 企业安踏这个品牌如今已是家喻户晓，该集团的运动鞋市场占有率综合指数更连续8年在中国荣列第一。

今天的安踏集团由安踏(福建)鞋业有限公司、北京安踏东方体育用品有限公司、安踏(香港)国际投资公司和安踏鞋业总厂等组成，拥有员工5000多人，厂房建筑面积达12多万平方米，全部实行电脑化管理的六条现代化流水线，年生产各类休闲运动鞋达500多万双(套)。

安踏广告策划书

安踏体育用品广告策划书一、前言：作为中国著名品牌，安踏仍在不断努力着，除其精湛的制鞋技术以外，安踏更在媒体宣传上作到胜人一筹，更是不惜重金请来了从事不同运动的世界顶级运动员作为其品牌代言人，在同行列中站有一定的竞争地位。

目前，安踏几乎已经成为家喻户晓，人人喜爱的运动品牌，但安踏仍会不断探索，不断出新，成为世界的第一品牌。

二、情况分析2.1市场分析安踏运动鞋经过十几年的风风雨雨，作为一个体育用品企业，安踏在国内外具有越来越大的影响力，已经连续四年占据着国内同行业市场综合占有率第一的位置。

安踏的专卖体系早已覆盖全国，建立了综合体育专卖店为主体的安踏专卖体系，培育了一大批以安踏事业为终极目标的品牌运营者。

安踏在自身做强、做大之后，迅速把战略重点放在了专业体育用品上，确立了具有安踏特色的体育营销策略，以及架构了以传播体育文化为核心的安踏体育营销体系，成功地使品牌的知名度和美誉度得到了快速提升。

一方面，安踏通过引进更先进的生产技术，大幅增加对产品研发的投入，提高产品开发能力，建立了以满足专业运动为核心的产品研发体系；另一方面，安踏对体育运动的包装重点也开始向专业体育赛事转移，确立了以体育赛事传播为核心的市场推广体系。

目前安踏虽然取得了一定的成绩，但今天并不代表未来。

安踏深知，产品最终展示在终端专卖店的货架上，服务则永远留在消费者心中。

因此，安踏将竭尽全力，做到：有安踏产品的地方，就有安踏人真诚而热情的服务。

安踏总裁丁志忠表示，未来安踏的使命就是推动整个中国体育产业的发展，为国家经济的繁荣昌盛付出安踏应该付出的努力。

2.2消费者分析（1）消费者购买行为分析：目前购买体育用品和体育服装的主演是15至25岁的喜欢青春和时尚、运动的青少年和青年男女，主要是中学生和大学生以及刚工作不久的小白领以及对体育运动和活动有足够的热爱，追求休闲时尚的生活方式，其购买行为只要受广告的左右和周围环境的消费习惯影响较大，同时随着客观环境的变换和其他产品的消费观念灌输，在产品多元化的今天，消费行为具有较大的变动性和不确定性，但是值得肯定的是，对于品牌的肯定和认同是不变的，是处于持续关注的状态的（2）消费者的使用习惯分析：追求品牌，追求时尚，追求同龄人的认同和赞赏，一般好的体育用品，质量好，款型好，价格适中的体育服饰和鞋类都会受到消费者的喜欢和赞同，在持续使用感觉良好的情况下，会自发形成习惯性的支持购买行为，并且带动周围潜在的其他目标消费者共同参与，会认同企业的产品质量及其所宣扬的企业文化精髓。

安踏运动鞋市场营销策划方案

安踏运动鞋营销策划公司概况:安踏（中国）有限公司创建于 1991 年，旗下有香港安大国际投资有限公司、安踏(福建)鞋业有限公司、北京安踏东方体育用品有限公司等。

十多年来，安踏公司秉承“安心创业、踏实做人、创百年品牌”的经营理念，经过不懈努力，已发展成为国内最大的集生制造与营销导向于一体的综合性体育用品企业。

安踏主要从事运动休闲系列产品(运动鞋、运动服、休闲运动鞋、休闲运动服为主)的生产和销售。

随着运动休闲产品市场竞争的日益白热化，该系列产品在市场营销方面碰到一些发展瓶颈，为了解决安踏在营销方面的迷茫，找准安踏的发展方向，只有突破以往营销模式的思维定势，重新熟悉现代竞争的实质，确立基于整体竞争的营销观念。

本文以安踏运动鞋产品作为探究对象，通过对公司所处的宏观环境、行业环境、消费者和竞争者的分析，了解运动休闲行业竞争结构和行业未来趋向，以及消费者消费动机、消费行为和群体特征。

同时对安踏进行了品牌分析，找出安踏存在的问题，探究了安踏的机会、威胁、优势和劣势，针对性地提出安踏的营销策略品牌问题解决方案，包括基于顾客需求的产品和服务策略、成本价格策略、整合营销传播策略、渠道便利策略以及营销队伍管理策略。

希望能够通过以上策略能够改善安踏的品牌形象，提升安踏的知名度与美誉度。

一、企业环境分析1.宏观环境分析（1）运动鞋市场分析2008年北京奥运会成了体育用品产业的助推器，极大刺激了年轻人休闲和健身的需要，而且越来越多的职业装也偏向轻松舒适的休闲风格。

15—30岁这是一个天然形成的消费群体，目前国内运动用品市场的70%也集中在这个年龄段。

作为运动产品市场重要的分支，运动鞋市场竞争已日趋白热化。

众厂商共同认识到，企业要想在竞争如此激烈的市场上长久立足，就必须加强品牌知名度和美誉度的培育。

很多运动鞋企业都将这个阶段的品牌战略锁定在主攻品牌认知上，而由明星代言无疑是实现品牌认知最快捷的路线。

行业专家指出，运动鞋生产门槛低、技术与市场运作已相当成熟和透明。

安踏运动鞋广告词_广告词

安踏运动鞋广告词安踏作为国民品牌，广告当然少不了，广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。

下面是橙子带来的关于安踏运动鞋广告词的内容，欢迎阅读!安踏运动鞋经典广告词安踏主要从事设计、开发、制造和行销安踏品牌运动鞋、服装及配饰，是国内首屈一指的运动品牌，从20xx 年起，安踏已6年成为中国运动鞋市场综合占有率第一的品牌。

品牌官网承载安踏与经销商、媒介、投资者、消费者等多重受众沟通的责任，在创意设计上，我们力求在风格上简洁、大气，在通调上时尚、创新;力求塑造安踏品牌国际形象与时尚特质。

网站以“Keep Moving…永不止步”为创意概念，主KV循环播放构造一个“前进不止”的品牌世界，既传达出安踏的品牌精神，又体现出安踏的品牌活力，在与各类目标受众沟通中达成良好印象。

广告推出时间：20xx年9月推出迎接奥运之作广告词：他没有他的天赋他没有他的条件你无人喝彩1 / 4世界不公平但你有梦想的权利让心跳成为你的宣言让疤痕成为你的勋章让世界的不平等，在你面前低头安踏运动鞋文案安踏在20xx年下半年推出了它的新广告——We are the champions。

伴随而出的是“安踏，Keep moving 永不止步”这个大气而励志的广告语。

广告画面以一个个运动员们挥汗如雨却黯然神伤的片断，辅以“让疤痕成为你的勋章”这样极具煽动力的文案构成，强调“让世界的不公平在你面前低头!”鼓舞人们奋起与自己的命运抗争，告诉年轻人面对生活的态度。

相对于简单的产品介绍的广告，它无疑是独特的。

相信只要看到这个广告语的人，都会感受到向前的力量! keep moving 永不止步......“……让心跳成为你的宣言，让疤痕成为你的勋章，让世界的不公平在你面前低头……”农家院落里默默无名的乒乓球手，乡村小路上无人喝彩的跑步少年，栅栏里苦练投球的篮球手，伤痕累累的极限运动爱好者，屡遭失败的举重少女，伴着皇后乐队《We are the champion》节奏激昂的曲子，安踏20xx年9月推出全新广告片，里面是一张张陌生但真挚的面庞。

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Marketing Strategies of ANTA SportsIntroductionAs the standard of living gets higher and higher, people start putting their attention on how to keep health. Sports brands get a great development in this favorable environment. Many famous brands such as NIKE and Adidas even became the faith of many young people. According to , NIKE earned nearly 5 billion dollars in China market, and made 8% progress in the whole world market in 2018. For Adidas, which is regarded as NIKE’s biggest competitor, the operating revenue’s growth rate is 15.6%, still a strong performance in this intensely competitive marketplace.1Considering the congenital advantages of those brands, this phenomenon is reasonable. But in recent years, a Chinese brand, which is called ANTA, seems want to carve up this big cake, and beyond expectation, it made a great success.In 2017, its market value hit one hundred billion HKD and became the third largest sports brand all over the world. Behind this great achievement, ANTA has paid much hardship and construct their own marketing strategies.ANTA is clever on spokesman choice. Its contracts not only wins famous NBA stars’ heart such as Klay Thompson, Kevin Garnett and Rajon Radon, but also improves its popularity. At the same time, this popularity pushes it to continuously improve product quality, which helps it grow into the leading enterprise in Chinese sports industry. In publicity aspect, its abundant activities facilitate its cooperation with enterprises in different areas, and make its poster and slogan widely known. As for the product structure, ANTA has absolutely clear emphasis. ANTA focuses on basketball shoes’products and multiple product line development at the same time. Those series operation strategies made ANTA get stronger and become the best sports brand in China.This thesis firstly narrates the developments history of ANTA, then summarizes its marketing strategies, and points out advantages which are worth learning. The thesis focuses on three different aspects: the selection of spokesmen, pricing strategy and product strategy. Finally, this thesis will give some suggestions to Chinese local sports brands through ANTA’s success.The sports industry is a potential but also competitive industry. Anta has succeeded in this competition with strong foreign brands. Anta’s success has also made Chinese people proud. The author hopes to arouse people's attention to this industry through this thesis. People’s attention can be a significant pushing force to this industry.I.Development and Achievements of ANTAANTA Sports Products Co., also called ANTA for short, is the biggest sports brand in China. ANTA is an enterprise which focuses on sport’s products design, manufacture and selling. In 2017, its market capitalization hit one hundred billion HKD and successfully became the third biggest sports brand all over the world.2 In this part of the whole thesis, it does a brief introduction of its way to success, and ANTA’s development history will be divided into three periods: 1991-2015, 2015(turning point) and 2015-present.A.Establishment and DevelopmentIn China, ANTA is a sports brand which has a long history. Since it was founded in 1991, ANTA has made its career for 28 good years. In 1999, it signed an endorsement deal with Kong Linghui, one of the famous ping pong star in China. This operation helped its turnover reach two hundred million in 1999. From 1999, ANTA changed their business from manufacturing only to purchasing wholesale, and they started to focus on second and third grades cities’ market development.In 2004, ANTA sponsored CBA(China Basketball Association). This cooperation continued until 2012, It broke the foreign sponsors’monopoly of domestic sports events, and in 2005 ANTA has invested about one million yuan to build the first high-tech sports science laboratory. It is clear that it drove the technological upgrade of Chinese sports products.When time came to 2007, ANTA was listed in Hong Kong and financed three and half billion HKD, still a record in Chinese sports industry. For the sake of expanding their business landscape, they purchased internationally famous sports brand— FILA, starting to reach their business in high-end market.The year 2012 is a great year for ANTA. ANTA made its year-end performance reach 7.62 billion, and finally became the biggest sports brand in China. It’s a great achievement. ANTA used 11 years to get to the place—the King of Chinese Sports Brand.Between 2012 and 2015, ANTA continued with consolidating its status. ANTA sets a contract extension with Chinese Olympic Committee, and provides Chinese athletic delegation with sports equipment.In its first 15 years, ANTA led a stable developing route and successfully became a leading brand in China’s sports industry. ANTA is a world known brand and the third biggest sports brand now, so 2015 is an important turning point for ANTA. It signed an endorsement deal with Klay Thompson. This movement truly made it blow the trumpet to the world.3B.Turning Point: Cooperation with Klay ThompsonIn 2015, ANTA made a big decision that it tried to sign an endorsement deal with noted NBA star—Klay Thompson. ANTA might not know this deal will help them enter the international market and make ANTA an international sports brand. This contract was known as the most successful signing with NBA star, and with the mutual benefits ANTA renewed the contract with Thompson in 2017 which was worth $80 million and for 10 years. It means Klay Thompson basically gave his whole career to ANTA. In 2016, the first year of ANTA and Thompson’s partnership, ANTA sold already six hundred and fifty thousand pair of KT1 (from ). It’s a great achievement of a Chinese brand. Since ANTA built cooperation with Thompson, basketball shoes generally became the most important part of whole product line. Therefore ANTA set a business division for basketball category, and it’s the only division in ANTA. ANTA’s chairman of the board Ding Shizhong also holds that basketball is the key point that helps them ensure the status in Chinese sports circle. It is acknowledged that ANTA’s special insight in spokesman choice, and it really made a turning point of ANTA’s business.C.Achievements of ANTA in Recent YearsIn Recent years, ANTA is showing its strong earning power. At the beginning of 2017, just the 10th anniversary that ANTA listed. At this special moment, ANTA announced their revenue quadrupled that of the 2007, and the whole revenue reached sixty billion. But not only that, it also made a record that the revenue for the third consecutive year, and the growth rate exceeded 20%.In 2017, ANTA made unprecedented growth. ANTA not only earned above 16.7 billion Yuan, but also lead their whole market value break one hundred billion, and became the third largest enterprise in the world.For ANTA, it earned a lot money from its rapidly developing business; forordinary people, they enjoy the products of ANTA. At the same time, ANTA provides over a hundred thousand job opportunities for the masses. ANTA is playing a more important role in Chinese economy.When time goes to 2018, ANTA performed their slogan “Keep Moving”perfectly. In the middle of 2018, ANTA has already handed over 10.5 billion yuan revenue. It is really shocking because in the whole 2017, this data was 16.7 billion, which means ANTA only used half a year to make its revenue break 10 billion. Its growth rate has reached 44.1%, the best performance in the past 11 years.4All in all, when people look back at ANTA’s history, ANTA made a miracle in Chinese sports industry even in the world sports industry. Unique business sight and decisive action made it happen. In the next part, this paper will show more marketing strategies and investigate thoroughly why ANTA made those great achievements.II.Marketing Strategies of ANTAAs everyone knows, marketing strategy is very important to an enterprise, especially in sports goods industry. Nike and Adidas are two giants in the sports industry. They have a long history and have built its stable corporate culture. Their rich product lines and mighty endorsement team make them attracts a lot of purchasing power. It’s really difficult to live in this circumstance for Chinese brands just like ANTA or Li-Ning, but ANTA made it truly happen. This part of this paper is divided into three parts, it includes advertising and brand effect, price position, and products structure.Advertising and Brand Effect in Cooperation with Famous NBA StarsAdvertising is the core of marketing, and it’s the foundation of establishing brand effect. There is no doubt that ANTA has put a lot of effortinto this, especially in cooperation with famous NBA stars.1.The Cooperation with NBA StarsAs we can see from above, spokesmen play a significant role in ANTA’s advertising plan. The earliest collaboration can be traced back to 1999. ANTA signed an endorsement agreement with great famous ping pong star who won a lot world championship—Kong Linghui and used “I choose, I love”as their slogan.It’s hard to say its marketing strategy was facing the international market at the first several years of ANTA’s history. ANTA has built relationship with CBA, Chinese Olympic Committee and many domestic sports stars. It helps ANTA generally grow up and become the leader of Chinese sports industry. ANTA also knows that if it wants to let their products reach the world, it needs to get more endorsement deal with real international sports stars.In 2007, ANTA started to make some cooperation with NBA. At the beginning of their plan, ANTA signed a contract with NBA star Steve Francis and Luis Scola. But at that time, many people trust Li-Ning more, and ANTA had no influence. Francis’retirement made this deal overshadowed. Although Scola still uses his excellent play to attract a lot of fans, it could not compare with sports stars who have true influence such as LeBron James or Kobe Bryant. It must be recognized ANTA did take a detour at the beginning, and those “Less successful” contracts made them realize spokesman’s performance on the court and their manners are very important for brand’s effect. ANTA found the problem and correct them in 2010.Like ANTA’s Chairman Ding Shizhong said: “They can pay sky-high price to win the competition in international market.” So they signed a contract with the star of history—Kevin Garnett. It announced ANTA became an international sports enterprise. The contract amount has not been announced, but we know ANTA must pay a lot for this celebrity endorsement, because at firstKevin just had contract with Adidas. He chose to terminate the contract and signed a brandnew contract with ANTA. ANTA’s sincerity and attractive price finally facilitated the signing of the contract.ANTA attached great importance to this big star. ANTA designed exclusive sneakers for Kevin, and called them KG series. ANTA KG 1 uses ANTA’s most advanced sneaker technology, and this category also uses unprecedented design inspiration. Many foreign people knew ANTA through KG series. Great foot feel and design attract some fans. ANTA took a solid step on its international market plan, and its cooperation with Kevin Garnett lasted until he retired. Six generation of KG series were lunched.After 2010, ANTA used KG series to enter the overseas market. Then ANTA signed a contract with Rajon Rondo (A famous NBA star with one championship).5But the decisive signing is in 2015, his name has been mentioned many times in this paper. He is Klay Thompson. ANTA’s core spokesman.2. Mutual Benefit“I Know I could not have my own signature shoe if I sign contract with Nike or Adidas, but if I cooperate with ANTA, I can participate in the design process, and I can be ANTA’s Michael Jordan someday”, said Klay Thompson.Now he did it, Thompson and ANTA achieved a win-win result. In 2014, Thompson was just a rookie, young but passionate. Maybe at that time he couldn’t image he will be one of the best shooter in NBA history, and he became an integrate part of the Warrior (a NBA team which won three championship in past four years) dynasty.For a professional basketball player, it’s a great honor to own his own signature shoes. Thompson can possess his own signature shows through the cooperating with ANTA, and ANTA can improve its influence and get profit from him. This is a mutual benefit relationship. We can learn much from ANTA.First is the opportunity. When ANTA signed a contract with Klay Thompson, he and Warrior won their first championship. Warrior is a team in the global spotlight because they overturn the traditional basketball idea, so the warrior attracted a large number of crazy fans. Their players such as Stephen Curry and Klay Thompson through this championship initially established their own position in the league. They are young and have different styles of playing. ANTA signed Thompson at just such a time. They found Thompson had an expiring contract with Adidas. It was clear that if he chose to sign a new contract with Adidas or Nike, he couldn’t have his own signature shoes in the short time. And for status, Nike has Kevin Durant, Lebron James and Paul George, while Adidas has James Harden and Derrick Rose. Those players have stable status in their contracted brand, but Thompson is not in their core projects for sure. ANTA seized this opportunity and considered Thompson as their ace. Thompson was impressed by their sincerity and this led to the most successful signing in ANTA’s history.Second, Chinese market is an inviting cake. Thompson can obviously realize that. In fact, many enterprises now attach more importance to Chinese market, because of its powerful resource and purchasing power. ANTA obviously has this bred-in-the-bone advantage and ANTA certainly used it. Chinese local brands can sign players of this level. There is no doubt that those fans will contribute their pockets.Third, ANTA is committed to improving the quality of its products, no matter how much money you can pay for famous spokesman. In the final analysis, it all comes down to the product itself. Chinese sports products always have problems of comfort which made many sports stars are skeptical of Chinese brands. But ANTA put in a lot effort on science and technology research and development in shoes’. It makes them made a great progress on its products, not only on KT series but also on the whole product lines. Maybe its products can’t compete with Nike or Adidas’s products before KT3, but through their hardworking, after KT3, ANTA’s technology have capacity to competewith Nike or Adidas’s top products. Prominent product quality made Thompson happy to wear KT series to win the competition.ANTA gives Thompson a large number of money and design sneaker for him, and Thompson spares no effort to do publicity for ANTA. This virtuous circle facilitates both sides consolidate mutually beneficial and win-win relations.3. Abundant Offline ActivitiesANTA’s successful marketing not just relies on online shopping and publicity for spokesman, they also use abundant offline activities to create buzz for its products. Surprisingly, ANTA gradually established their own system of offline activities.The most famous activity in recent years is “Going Crazy” in 2017. This activity created a phenomenal industry myths. Along with NBA becoming more and more popular in recent years, many young adults are interested in basketball. In consideration of the shortage of indoor venues in China, most of Chinese basketball activities are on the outfield, so Chinese folk basketball activities can easily return to the streets. “Going Crazy”aim to grassroots basketball fans, and it gives basketball fans chance to direct contact with all star NBA player Klay Thompson. This activity’s success means a lot. It means ANTA gets a complete victory in basketball field.Sharp business sense is the key point for ANTA’s good performance. ANTA relies on Thompson to build brand effects and let more people accept its products. Next they paid much attention to general basketball fans, further promote the popularity of basketball culture. If spokesman is the top need of the pyramid, general basketball lovers are the foundation and they are the core customer of an enterprise .In June 2017, ANTA started “Going Crazy” activity. ANTA invited three best Chinese street basketball players and called them “Crazy ballers”. Theydepartured from Beijing, all the way through Jinan, Chongqing, Wuhan, Zhengzhou, Nanchang, ZhangJiajie, Hefei, Changsha. They played basketball games in schools and outdoor venues to find the people who are good at basketball and love basketball from the bottom of heart. Finally they meet Klay Thompson in Chengdu. “Going Crazy” series activities became second super IP and were just behind the KT series.In 2018, “Going Crazy” swept the country. Along with the expansion of the activities scale, the number of cities became 12, and it includes over 100 colleges and universities. This marketing plan has opened up online and offline channels. “Going Crazy”series products come into being. The effect successfully turned to purchasing power. Entire product current account reached half a billion. ANTA uses those activities to tell people that doing sports makes people happy. “Going Crazy”uses online and offline channels to bring much business growth. Its Weibo accumulates seventy seven million reading quantity, and attracts over thirty million online audience. It helps ANTA cement its leader power in Chinese sports industry.“ANTA’s design language is around consumers insights. Our design does not only rely on consulting data but also finding problems in people’s daily exercise and solve them to improve user’s experience.”said Robbie Fuller, sneaker design director of ANTA.6Besides “Going Crazy”, ANTA also creates abundant activities for teenagers. ANTA established many children’s sports activities and create series of IP. The basic method ANTA always uses is cross border cooperation. It can easily raise the awareness of the event and consolidate different enterprises’influence.In short, ANTA emphasizes on different offline activities, and they make several mighty IP. Those offline activities make people have more chances to attach to the brands and its products, and deepen people’s understanding of the brand. Their business idea can be a textbook that every enterprise can learn from it.A.Clear Price PositionFor consumers, what they consider most important is the price and quality. Pricing errors may cause enterprise suffer a great loss. There are many classic pricing errors, such as Hengda Springs pricing failure. Those cases told us pricing too high or too low both would do harm to the enterprise. Pricing too high may harm product competitive power and pricing too low may influence consumer’s confidence in the product. So what is ANTA’s pricing strategy?As for ANTA’s pricing position, it can be found that they stick to a low and medium grade price position. But their development wasn’t without any hitch. At first, they chose pin pong player Kong Linghui as their spokesman. This move made them achieve good sales. After that, they made a lot mistakes which deeply influence their word of mouth. In 2011, they had to close over six hundred retail stores. At the same time, ANTA didn’t wait for death. They began to implement low price strategy to reduce inventory, even gave up existing market. From that moment on, ANTA’s pricing strategy got primary shaping.The reason ANTA made some mistakes at the beginning is that they lead large amount of overstocked products and tried to expand their business scale blindly. Actually they didn’t have such large consumer group. Therefore the real purpose of lowering products price is to clean the warehouses. This movement made a “Chinese proud sports brand” turn to “Low-end product”. Price-cutting signs filled the streets. ANTA’s corporate image fell to the bottom.What makes people look at ANTA differently in recent years? The answer is still price, but they change their thoughts. They combined low-and-medium pricing position with brand image and marketing environment. ANTA has paid a lot of money to sign contracts with NBA stars like Kevin Garnett and Rajon Rondo since 2010 and launch their signature shoes. Those basketball stars in ANTA’s plan are called “Strength is priceless”. All their shoes were priced at 399 Yuan. This price causes sensational effect at that time, because most of NBA stars’signature shoes are priced between 1200-1800, even moreexpensive. Many people have a negative view of ANTA’s price strategy, but in fact, sales are phenomenal. It has sold about one hundred thousand pairs of shoes in 2010. ANTA has made a sales miracle in the context of sales upgrade environment.Compared with the rough cut at the beginning, ANTA through cooperation with famous stars remodels brand connotation and its products’quality. This lower price aims to similar products. On the one hand it satisfies people’s consumer psychology because many basketball fans want to have stars signature shoes to express their love to the basketball stars; on the other hand, it gives a chance to people who don’t have enough money to own a pair of great basketball shoes let along famous stars’ signature shoes. If we think about this strategy differently, this strategy also announces that ANTA’s product quality has never changed. If ANTA uses spokesman’s influence to rise the price, it means they negates their previous products. It is an act of not being confident and may cause them lose more consumers.ANTA also seizes consumers’psychology. Actually in our daily life, middle and low end consumer is a large consumer group, and they create an amazing market. Those consumers may not be rich person, but they still have purchasing power. This is the reality of most consumers. Those people make a huge number of groups, and if we gather their purchasing power together, it would be a horrendous power. General consumers also know that many products from Nike or Adidas are premium. The price they can actually enjoy is 100-200 yuan, but actually they pay over 1000 yuan. So ANTA chooses a price range between 400-600 yuan. The medium price position helps them avoid low-cost expression but also being affordable to general consumers.ANTA uses spokesman to improve their style, and lower price allows people to afford this “style”. Their products are distinguished from cheap goods This is ANTA’s method to face price war, and their strategies are clever.Now the KT series still stick on this price strategy. KT4 is only at the price of 500-700 yuan. It is unexpected that ANTA’s flagship product only sellsat the price of 600 yuan. It costs only half as much as James 16th (Lebron James’latest signature shoes). ANTA’s low price helps them get the first step in the international market. On March 4, 2018, ANTA put KT3-Rocco on sale, and only sold 200 pairs in US. Many people queued up early. Some people even get into the queue four hours before the launch. It’s the first time Americans queue up to buy Chinese brand sports products. This means the upgrading of ANTA’s brand has been achieved.B.Product Strategy“Customer first”is a creed that every enterprise needs to obey. Making better products is the best way to show an enterprise’s respect for consumers. ANTA has paid much thoughts into the product structure, and sports industry has two kinds of products: soft product type and hard product type.1.Hard Product TypeHard product type, just as its name implies, is the product which consumers can really enjoy. For sports industry, it means all kinds of sports equipment, includes shoes and clothing.ANTA as China’s leading sports enterprise, its hard product type has adjusted and upgraded, and their products’life circle has matured in recent years.To meet the requirements of the consumers, ANTA has made new product development and old product elimination simultaneously. ANTS uses KT series and Crazy series to keep stable middle and high-end product supply chain, because it creates most of the revenue. At the same time ANTA continues to tap into the children’s market. ANTA children series product line starts to produce results.ANTA’s another advantage in product structure building is it can quickly learn the excellent culture of other companies, especially in research anddevelopment of special style products. Shoes with different colors may cause totally different brand effect. Even it just takes some detailed change. ANTA is obviously good at it. ANTA gives Klay Thompson several kinds of design and let him join in all the process. It not only improves relationship with spokesman, but also provides consumers with more choices. Fans are always interested in their idols thoughts, choice and the story behind it.2.Soft Product TypeSoft product type is a concept relative to hard product type. For sports industry, it is always used as a tool to advertise enterprise. It includes poster, slogan,complimentary gifts and so on. It is more like a kind of information that enterprise wants to show to the consumers.ANTA’s soft products also get a lot praise. Their slogan “Keep Moving” is simple but powerful. Their publicity through advertisement and abundant activities make them have a strong image in consumers’ mind.ANTA’s soft product often combined with enterprise’s experience. ANTA is a brand which suffers a lot difficult from its history, so it show people that it encourages grassroots spirit. It easily wins the heart of young people who fight for their dreams.ANTA also sponsors many large-scale sports events or organization, just like CBA and Chinese Olympic Committee. As a sports brand, it lets the enterprise close to all kind of sports events and keep high visibility. There is no doubt that ANTA’s soft type product or ANTA’s enterprise culture is continuously output to the consumer. It finally would turn to purchasing power and facilitate the sales of hard type products.III.Suggestions to Other Chinese Sports BrandsAccording to the above passages, ANTA has experienced a long history ofdevelopment. In the competitive domestic market, ANTA has become the strongest sports company in China. Its success is inspiring. But we need to realize, many Chinese sports enterprise still struggling in difficulties, and actually they can learn much from ANTA’s success.A.Focus on ProductsAll marketing strategies are like screws and gears of a machine, but the core aspect is products. The design lags behind trend of times, and quality can’t be guaranteed. How can an enterprise make good achievements in that situation?First, if ANTA doesn’t have high quality products to support their marketing, all operation is like drawing water with a sieve. It is not hard to see how much effort ANTA has put into its products. Since KG series, they put quality at first. It is not only for spokesman’s experience, but also for general consumers’ experience.The second important element is design. When basketball getting more and more popular in these years, this sport has attracted a large number of young people. Products’ design is a very significant driving force to this kind of consumers, sometimes they even don’t care about comfort level. They just want to be cooler or more fashionable. ANTA’s KT series did a lot in design. They hired best designer to design KT series, great color scheme and the release of special edition to help them quickly made fans effect. China has the largest number of sports business in the world, but many enterprises’ design is laggard. They just imitate Nike or Adidas’s design, and doesn’t have their own creativity. Those behavior made their products full of cheap feeling. Bad design always hinders Chinese sports brands from entering the international high-end market.B.Selection of SpokesmenThe reason why ANTA did such a great performance lies in its wise。