Love sports,

China has
Anta!
：
Group 4 Xinru Cheng, Akanksha
Marepalli, Shengze Jia, Jinyang Shi
Contents
 BRAND
BACKGROUND
AKANKSHA MAREPALLI
What is ?
‘KEEP MOVING’

Local sports brand, 4th in overall

awareness in Chinese brands
Largest business volume, weak in power -
lagged behind international brands which
China’s sports market is dominated by
(Li Ning - national rep)
Pandemic: sentiments of nation, family, and
patriotism grew stronger, altered Chinese
consumers' views on brands
BRAND AWARENESS BRAND PREFERENCE

BRAND PURCHASE RATE

MARKETING
OBJECTIVES
JINYANG SHI
 CHALLENGES
CHALLENGE CHALLENGE
As the largest sporting goods brand
in terms of business volume, Anta's In the entire sports category,
main challenges are focused on the comprehensive brand power
brand power, including
is weak, ranking 4th
comprehensive brand power (overall
brand awareness, brand preference,
and brand purchase consideration).
 GOALS
GOALS GOALS
Sales growth In response to the above brand power
challenges, we need to continue to
Traffic
work hard to comprehensively
Brand health enhance our comprehensive brand
Brand Building power and accelerate the
Seasonal/event/promotion establishment of China's sports brand
related leadership among local sports brands.
MARKETING
STRATEGY
XINRU CHENG
 CONSUMER PROFILE
) ) ) ) ) ) ) ) )
Gender: Male
Age: 20
Personality: optimistic, positive
Region: Shanghai
Occupation: Student
Hobbies: Sports, e-sports
Living expenses: 3000rmb/pm(not yet financially independent)
Spending power: Medium (clothing, food & entertainment are
the 3 main expenses)
Social platforms: WeChat, Weibo, Tiktok, Redbook
Social circle: people of the same age or with the same hobbies
Psychological characteristics: strong desire to share, strong
ability to accept new things

PURCHASING POTENTIAL SENSE OF NATIONAL IDENTITY

 CONSUMER ANALYSIS
) ) ) ) ) ) ) ) )

They are a generation with more family and

BRAND ATTENTION OF
country feelings THE YOUNG CROWD
international brand local brand
80%
The rise of Chinese-style heroes: from "one
+30%
person's excellence" to "a group of people's 60%
persistence"
40%

In the new era, the sense of national identity 20%

awakens among the mainstream people
0%
2016 2021

*Source: 2021 Baidu

 STRATEGIC ANALYSIS
Shooting of an Attitudinal Branding film to
Portray the Spirit of Chinese Sportsmanship

Creating the "group portrait" Brand

poster of "individual heroism

Sponsorship of 22 national teams

with Olympic Committee partners
 STRATEGIC ANALYSIS
Chinese sportsmanship Heroism Anta Olympic Assets

Anta’s brand spirit core

 1) Strongly bind with the highlights
of the Chinese Olympic Games,
highlighting the brand identity of
the Chinese sports brand leader
TV (cable digital TV) Social (Weibo)
MEDIA
2) National-level coverage, multi-
dimensional and high-frequency
PLATFORM
access to core groups ANALYSIS
3) Take advantage of the nation's
Short video & live News (Sina News) attention to national athletes to
broadcast (Tik Tok, detonate the amount of Anta
Kuaishou) brand interaction on social
platforms
MARKETING
RESULTS
SHENGZE JIA
Results #1 Marketing Brand Voice
Results #2 Comprehensive Brand Power
Brand Awareness Brand Preference

Purchase Rate
Results #3 China’s Sports Brand Leader
 TO CONCLUDE...
AKANKSHA MAREPALLI
LESSONS LEARNED
Understanding young people's
values + triggering deep
resonance is crucial
Rise of the national tide = brand
narrative + blend of national spirit
Collectivist approach is vital for
local leadership during such times
CUSTOMER’S PERSPECTIVE
Anta aimed to strengthen its power
through the Olympics, aligning with
the changing emotions post-
pandemic
Sought to resonate with consumers
by creating an exclusive brand story
linked with the Olympic spirit
 Thank You
For Listening!
Please don't hesitate to ask any questions