Wang Yibo'S Endorsement Of Anta Is Not A Simple "Hand In Hand"

Recently, Anta officials announced Wang Yibo as the world's chief spokesperson.
Top stars joined hands with the "immortal combination" of super domestic products, which quickly triggered a huge momentum in the consumer market: on the microblog platform, "Wang Yibo speaks for Anta", reached 890 million reading on the same day, which triggered 2.245 million discussions.
On the day of signing the contract, not only did Anta's offline stores line up to buy the same products of Wang Yibo, but 20000 pairs of Wang Yibo's "overbearing shoes" in Anta tmall flagship store were sold out in one second, and Wang Yibo's "flag style" and casual short sleeve T-shirts were out of stock within an hour. During the May Day period, the sales of Anta terminal stores increased by more than 100% year-on-year, which showed that consumers paid a lot for the "cooperation".
In fact, the cooperation between the brand and the star is a routine operation of mutual achievement in the business field. In particular, in recent years, China's idol industry has risen strongly, and a large number of small flow flowers with strong charisma and influence have emerged, and have become the spokesmen, brand ambassadors and close friends of major brands. Just a while ago, Xiao Zhan and Li Ning also reached cooperation.
However, the hand in hand of Anta and Wang Yibo has achieved mutual success. At the same time, Anta further interprets the brand charm and professional sportsmanship of domestic products to consumers in the new era through its young brand image.

Wang Yibo's endorsement of Anta is not a simple "hand in hand"
Before becoming Anta's global spokesperson, Wang Yibo was Nike's brand ambassador. But after the Xinjiang cotton incident, Wang Yibo "hard core" stood up and voluntarily terminated Nike.
For a long time, Wang Yibo has the title of "God of wealth in shoe circle". Based on his strong fan appeal and idol influence, and with his high popularity, many shoes of Nike were sold out of stock for a long time. After Wang Yibo terminated his contract with Nike, he chose to hold hands with domestic brand Anta.
On the surface, it's very much like the normal business cooperation between the star and the brand. But behind the scenes, it is the rise of Anta, which has established a strong cultural confidence in China's consumer market.
Choosing Anta, for Wang Yibo and the thousands of young fans behind him, this is the way they express their patriotism with positive energy.
Wang Yibo, in particular, had been exposed to public wearing Anta's shoes and clothes for many times before the formal cooperation with Anta was reached. On the day of the official announcement, Wang Yibo was wearing the Winter Olympic flag product, which is the representative of Anta's culture. This product is also the product that the Chinese national flag is directly used by the domestic * * on the authorized goods. Nothing can express the pride of our motherland, the self-confidence of our nation and the recognition of our culture.
From a smaller point of view, Anta's choice of Wang Yibo as the global spokesperson is not only a high degree of agreement between them, but also means that a strong communication link has been established between domestic products and young people based on spiritual resonance.
On the one hand, both sides are experts in their respective fields of expertise. Wang Yibo is the top star in the hearts of young people, and Anta is also the No.1 sports brand in China and No.3 in the world for ten consecutive years.
According to Anta financial report, in 2020, Anta Group's revenue will reach 35.51 billion yuan, a year-on-year increase of 4.7%, and the net value will reach 5.16 billion yuan. Among domestic brands, Anta Group's annual revenue in 2020 is 2 times that of Li Ning, 4 times that of Tebu, 361 ° 7 times.
Wang Yibo is also an ambassador for the promotion of Winter Olympics ice and snow sports. Anta is the official partner of the Winter Olympics, and has built Olympic equipment for 29 Chinese national teams in the past 30 years. The "strong alliance" between Anta and Wang Yibo not only contributes to the Winter Olympics, but also helps the long-term development of sports.  

On the other hand, Wang Yibo is a z-generation icon certified by CCTV. Wang Yibo, born in 1997, has 38 million Weibo fans. Wang Yibo also ranked first in the list of artist fans in 2020, and the proportion of iron powder ranked top 1 in the list of artists. According to Yien data, after 95 artists pay attention to Wang Yibo in the top 10. Moreover, his motorcycle racing driver, skiers, skiing enthusiasts label, so that he has a strong young, differentiated attributes.
As for Anta, which has already faced the young group of "generation Z", Wang Yibo is undoubtedly the communication "bridge" for Anta to further and better reach the minds of young consumers. After all, high-quality and high viscosity groups can effectively improve the star's ability to carry goods, and can also promote the brand's attention and popularity. Wang Yibo's "ability" is exactly what Anta needs.  

Through Wang Yibo, Anta can better let more young consumers feel the high quality of domestic products, understand the product power and brand power of Anta, the "first national sports brand", and transmit the "never-ending" sports spirit to more new times.  

Anta has been preparing for the arrival of young people for a long time
Anta, which has been established in its thirties, is actually standing on a new stage of development. After joining hands with Wang Yibo, it also means that Anta starts to realize a qualitative leap from the starting platform.
Anta has been dormant for a long time in order to seek the leap of rejuvenation and butterfly transformation. To sum up, Anta has made great efforts to become a domestic brand which gains the favor of young people through the following points.
1. From a brand that consumers "can afford" to a brand that consumers "want to buy".
Consumers have changed from "affordable" to "want to buy" Anta, thanks to Anta's product power constructed from three dimensions of "content, appearance and technology".
To this end, Anta has created a product formula: * value = (technology + beauty + story) / appropriate price. Under such a product formula, Anta has produced a number of popular products.
Among them, one of the most influential products is C37 soft running shoes.
After tens of thousands of repeated blind tests with the power of science and technology, Anta determined that 37 degrees is the balance between softness and support, meeting the needs of consumers for "soft bombs". Cooperating with slogan, C37 soft running shoes tell a good product story and win a big explosion: * on the same day, 3000 pairs of products were sold out in Anta tmall's official flagship store within 1 second. Orders reached 13000 pairs in one day, and 30000 pairs of pre-sale stocks were sold out in less than a week.  

As the executive director of Anta Group and the CEO of professional sports brand group said: "good products plus screaming content, creating commodities and stories that resonate with consumers are the right model."
After signing the contract with Wang Yibo, his youth, sports, sports enthusiasm and talent match Anta's product formula. Since then, it will undoubtedly further promote Anta's product strength and brand power into the hearts of young people.
2. From the "out of the circle" of clothing printed on the national flag to the "upgrade" of Wang Yibo's endorsement, Anta has achieved "younger, younger" brand.
In the past few years, Anta has been trying to "upgrade" and "younger" brands.
Anta's recent out of circle events among young people include two.
The first is to launch the "national flag" series of special Winter Olympic products.
As an official partner of Beijing Winter Olympic Organizing Committee, Anta is authorized to use the combined trademark of Beijing Winter Olympic Organizing Committee, and the designed and manufactured sportswear can be sold in Anta through all channels. Behind this is the official trust in Anta and its affirmation in the field of sports equipment.
"National flag style" series attaches importance to sports professional attributes on the fabric, which meets the demands of sports enthusiasts in sports scenes. At the same time, it also has a certain collection value because it has a deeper level of sports spirit and cultural confidence. So“ Since its launch in July last year, the "flag style" series has been selling well in the young consumer market. Wu Yonghua's sentence "I hope this series of products can make the Winter Olympics licensed commodity flag sportswear come into life and become people's self-confidence symbol", which has become a reality of life.  

The second is to sign Wang Yibo as the spokesman.
In the construction of spokesperson matrix, Anta chooses the right spokesperson according to the scene. For example, the high-quality idols Guan Xiaotong and Chen Feiyu were selected for the sports life scene; Professional training scenes are Olympic champions Wu Dajing, Zhang Jike and Zou Shiming; The basketball scene is composed of clay Thompson, Gordon Hayward and a new generation of NBA players.  

Today, Wang Yibo, a new spokesman representing the young people, is undoubtedly an important voice maker to convey Anta's brand image to more young consumers. He is also the partner of Anta close to the young people to "create the future together with the young people in China.".
3. Establish a new business model of direct to consumer to enhance brand stickiness and consumer experience.
In order to strengthen the online and offline connection and interaction with consumers, improve brand stickiness and consumer experience; At the same time, with consumer big data driving commodity operation, Anta has started a comprehensive digital transformation strategy from the second half of 2020, and realized the remodeling of people and goods yard with consumers as the center through DTC.
At present, Anta has achieved precision marketing through the precipitation of hundreds of millions of consumer big data assets, and further strengthened the communication between brands and consumers.
Anta predicts that in the next five years, Anta Group's online business will account for more than 40% and direct consumer business will account for 70%. In the longer term, Anta, as a sports brand player, will also have a higher imagination space.
Whether it is to improve product strength, create a young brand image or enhance user experience, Anta strives to be closer to the young people at every step. Since Anta has finally become a younger, more experienced and more sympathetic brand, young people began to rush to Anta.
As a result, in 2020, Anta's total revenue will still rise by 4.7% to 35.5 billion, and its share in the domestic sportswear market will rise to 15.4%. And in the first quarter of 2021, Anta's main brand will increase by 40% - 45%, and the market will show its advantages.

Anta out of the circle, domestic brands can copy the operation
Wang Yibo once said: "let the flow match the positive energy, is my choice for the future."
Anta, together with Wang Yibo, has indeed chosen the right young spokesperson who is professional, influential and full of positive energy. But for other domestic brands, the brand and spokesperson can form a "1 + 1 > 2" momentum. In addition to selecting the right spokesperson, there is a key premise that the brand itself needs to go to the young people first.
Nowadays, the national tide is in a strong momentum. This is not only the background of the rise of "made in China", but also the expression of young people's personality and values through the national trend, and also the expression of the "cultural confidence" of the whole society.
In such a favorable era, the spring of Chinese brand has just come.
Thus, just like Anta, it will continue to improve its product strength, create a young brand image, and use digital means to enhance user experience, so as to create the core product force and brand power of the brand itself. Those young people who set off the wave of national style will surely come with enthusiasm.
When Anta, together with Wang Yibo, is standing in its infancy to promote the great progress of Chinese brands, it is necessary for * * to make great efforts to keep up with the times of * * to promote Chinese brands to the world and tell the story of Chinese brands to global consumers.