Chapter 10 Anta: the igniter of extreme sports fireworks

Extreme sports (Extreme-sports) refers to the recreational sports that human beings use modern high-tech means to maximize their physical and mental potential and challenge themselves in the process of integration with nature.In addition to pursuing the spirit of "higher, faster and stronger" in competitive sports beyond the physical limit of oneself, it also emphasizes participation and bravery, and pursues the sense of pleasure and achievement obtained when crossing psychological barriers. At the same time, it also embodies It fulfills the good wishes of human beings to return to nature, return to nature, and protect the environment. Therefore, it has been praised as "future sports" by countries all over the world.Many extreme sports are just born in recent decades and are in the ascendant. According to the season, they can be divided into two categories: summer and winter. The field of sports involves the multi-dimensional space of "sea, land and air".The main competitions and performances of extreme sports in summer include: difficulty rock climbing, speed rock climbing, air skateboarding, alpine gliding, water skiing, rapids kayaking, motorboats, surfing, jet skis, bungee jumping, skateboarding (roller skating, BMX) Sports events such as U-platform jumping race and block obstacle race are loved by teenagers and urban young people.

Extreme sports have developed rapidly in recent decades, most of which originated in Europe and the United States, and began to have a greater influence in the middle and late 20th century. In 1996, the first international extreme performance of ESPN X Games was held in Shanghai, and the Chinese audience witnessed the wonderful performance of international extreme stars for the first time.Subsequently, extreme sports developed rapidly in China, and Chinese athletes also achieved good results in international competitions. Extreme sports are highly stimulating and entertaining, so they have attracted the attention of businesses shortly after they entered China.Anta, which has always been keen on sports marketing, is at the forefront of extreme sports marketing;

On July 3, 2005, the Anta CX Extreme Classic All-Star Game was held at the Beijing Workers' Stadium.The domestic extreme masters who stand out in the selection of each sub-station compete with foreign extreme stars, deducing a "Chinese and foreign extreme competition".The world's No. 1 player, Alfaro's high-flying 720-degree turn, wonderful backflip, and high-difficulty moves on the high platform, stunned the audience.During the game break, the organizing committee also arranged performances such as band singing, flashy street dance and fancy basketball.Exciting competitions, fashionable performances and enthusiastic audiences jointly create an unprecedented extreme time and space.

This event has continued from 1999 to the present. In 2004, the Anta National Extreme Elite Competition, which has made Chinese extreme players unprecedentedly enthusiastic, has a brand-new brand-CX!This simple, cool and challenging name completely replaced China Xcellent and became the symbol of China's top extreme sports event brand. Anta has become an advocate and promoter of extreme sports in China by integrating the image, spirit and culture of extreme sports into its corporate brand to create a distinctive brand image that is widely loved by young people. There were less than 200 players in the first elite competition in 1999, and the geographical distribution was nothing more than Beijing and North China.By 2001, the contestants had expanded to Northeast China and South China. In 2002, the original competition system was developed into a series of three sub-stations in Beijing, Shanghai, and Guangzhou. In 2003, Chengdu station was added to form a national radiation of the four major regions of east, west, south, north, and the number of contestants has reached 700. It has become the largest, highest-level and most influential extreme sports event in China.In this field of "no stars, only challenges", as long as anyone has the courage, they can succeed, surpass, show their personality, and reshape themselves, and this is the same as Anta's "I choose, I like" The idea of ​​brand development is in the same line.With the help of this platform, the majority of young people indulge in challenging their limits and releasing their boundless passion.At the same time, a market for professional extreme sports equipment emerged as the times require to meet the consumption needs of the vast majority of extreme sports people.Anta promotes the industrialization of extreme sports and ends the monopoly of foreign brands in this market.

As a leading national sports brand, Anta discovered the huge potential of the sporting goods market earlier, and was the first to adopt sports marketing to build a first-class enterprise.Since signing the endorsement contract in 1999, Anta has been ahead of other domestic companies, and has really started the road of sports marketing, and has really started to compete with international leading brands in the Chinese market.For a long time, Anta has regarded sports marketing as a magic weapon to build a first-class enterprise.Anta has sponsored many top domestic competitions, from the CBA Professional League to the National Volleyball League, from CUBA to extreme sports, from the 10th National Games to the Table Tennis Super League, and Anta's shadow can be seen everywhere in China's top competitions.After long-term shaping of professional competitions, Anta's professional image has been deeply rooted in the hearts of the people. From 2001 to 2004, Anta's comprehensive sports shoe market share ranked first in the industry for four consecutive years. All of this cannot but be attributed to Anta's sports marketing.

The sports events selected by Anta were not very "popular" at the beginning, and almost all of them became popular after Anta intervened for a long time, and became famous simultaneously with the promotion of Anta's brand.At the time when this kind of event was founded, Anta believed that the investment was not immediately rewarded but a kind of brand building, a kind of cultivation of the market, just like a child who does not go to school and immediately works, which seems to be rewarded, but The value created by a child who went to college and then worked cannot be compared in the same breath. "It's just because it's fun and young." Ms. Hu Zhonghui, director of Anta's public relations, said when talking about the reasons for Anta's involvement in the field of extreme sports: "In 1999, extreme sports were launched in some big cities in China, but not many businesses responded, and the cost was not high at that time. Gao, we thought it was very suitable for Anta's young and active brand image, so we got involved."

Perhaps because the development of extreme sports in China is still relatively short, when Anta sponsors extreme sports, it not only plays the role of a sponsor, or a sponsor, but also a promoter. In 2004, while conducting the "Extreme Elite Competition", Anta also held the activity of "Millions of people signed and brought to Athens to watch the Olympics", which achieved a very good communication effect. "With our promotion, extreme sports have developed more formally in China, and because of our promotion, the 'China Extreme Sports Association' was established." Ms. Hu Zhonghui told reporters, "In the promotion of extreme sports in China, Anta has a a sense of obligation."

In common people’s understanding, most of the extreme sports sponsors are sporting goods manufacturers. For example, O”gio, a famous backpack manufacturer located in Utah, USA, continues to launch product lines for extreme sports, and enters the extreme sports market in a low-key way. O”gio The brand originally started with golf backpacks and related products, and now it subdivides the extreme sports product line into four major parts: skateboards, skis, BMX bicycles, and FMX extreme motorcycles, and has signed important players in this field as brand spokespersons and sponsored extreme sports. sports.

The excitement and participation of extreme sports have attracted the attention and love of a large number of young people.Therefore, it also attracted many non-sporting goods dealers to participate. From June 11th to June 12th, 2005, the "2005 LG Extreme Sports China Grand Prix", sponsored by CESA (Chinese Extreme-Sports Association) and fully sponsored by LG mobile phones, was held at Beijing Capital Gymnasium.Nearly 100 domestic extreme sports players participated in the three events of BMX, inline skating and skateboarding. The 9 players representing the highest level of extreme sports in the world were selected by ASA (Aggressive Skaters Association), the largest extreme sports activities and TV program production company in the United States. The contestants also performed their extreme stunts in this competition.This is already the second extreme sports competition organized by LG in China.Compared with the LG Extreme Sports Asia Tour in 2004, this year's LG Extreme Sports China Grand Prix is ​​more authoritative.

Jeanswest, which has never hired celebrity spokespersons, has always paid attention to the potential market of students, and actively carried out activities related to young people. The most well-known in the industry is that they hold the "Jeanswest Cup Casual Wear Design Competition" every year.At the same time, Jeanswest has also adopted the sports marketing method of participating in extreme sports. The manufacturers have spared no effort to promote, on the one hand, with the help of the passion and attractiveness of extreme sports, they have well publicized and promoted the brand. The status change to an organized, formal sport has made the sport more acceptable to a wider public.

The person in charge of Anta said that although Anta's sports sponsorship and cooperation have covered many fields, when they choose sports, they insist on "fashionable and fun." These characteristics are also reflected in extreme sports.Therefore, Anta has persisted in the sponsorship of extreme sports for 6 years.For other types of fashion sports, Anta has launched corresponding products, but will carefully consider whether to adopt sports marketing methods such as sponsorship or naming. "We believe that when sponsoring extreme sports, we must first consider the landing and influence of the event communication, so that consumers can participate, so that everyone has the opportunity to show themselves and let themselves have a sense of participation." Ms. Hu Zhonghui talked about joint extreme sports Notes when disseminating said.Sports marketing is to use various sports-related content (products, characters, events, services) as the carrier to establish a brand culture system with sports culture as the core between enterprises and consumers.In the operation of extreme sports, events are particularly important. Sports sponsorship is not just sponsoring an event, but more importantly, it can communicate the sponsor's brand with consumers through sponsorship, so as to achieve the purpose of enhancing brand awareness and influence.The achievement of this goal requires a systematic way of dissemination and subsequent follow-up and maintenance.