Anta's official response is that women's shoe posters are accused of rubbing
Anta's official response is that women's shoe posters are accused of rubbing. Needless to say, the benefits of rubbing the ball are eye-catching, so as to maximize publicity. But the disadvantages are also quite obvious, and it is easy to cause public outrage, thus being pushed into the ranks of vulgarity. Anta officially responded that the poster of women's shoes was accused of rubbing. Anta officially responded that the poster of women's shoes was accused of edging 1
Recently, some netizens posted that the poster of a product of Anta was suspected of playing pornographic edging. In this regard, the customer service of Anta's official online store said: The model photo has been removed, and such problems will be avoided in the future.
during the pre-sale period of tmall 618, Anta's marketing "rollover" will undoubtedly cause losses to the brand image, thus affecting consumers' shopping enthusiasm.
In fact, Anta's expenditure on advertising marketing has increased year by year in recent years. In 221, the advertising and publicity expenditure ratio of Anta Sports (as a percentage of revenue) was 12.4%, an increase of 1.8% over the previous year, and the expenditure amounted to 6.117 billion yuan, a five-year high.
In 221, the "domestic product craze" drove the revenue of domestic sports brands such as Anta. According to the 221 financial report released by Anta, the revenue of Anta * * * last year was 49.3 billion, up 38.9% year-on-year, and the overall gross profit margin increased by 3.4 percentage points year-on-year to 61.6%, surpassing Adidas for the first time and holding the second place in the market share of China sports shoes and clothing in 221.
For this kind of behavior, many netizens also said that as the first brand of domestic sports, it is impossible that such marketing has not been reviewed by the leaders before, but is it really a number?
In addition, many netizens said that this behavior of Anta is not a special case, and many brand manufacturers have done this behavior. Some netizens bluntly said that this is the composition of the common color map of Anta. If you don't believe me, you will be familiar with this composition if you buy Welfare Ji's foot control theme map package.
some experts in the circle said that many brands actively carry out marginal publicity in marketing, which is very bad for brand positioning and coverage. I hope the relevant departments can strengthen the review and punishment in this regard next, so as to fundamentally solve the bad marketing behavior of manufacturers. Anta officially responded that the poster of women's shoes was accused of edging 2
Recently, a newly released poster of women's shoes in Anta was questioned as playing pornographic edging ball, which aroused widespread concern.
Frankly speaking, when most people see this poster, their first feeling is actually nothing. If no one points out exactly where the edge ball was hit, it is estimated that nine and a half out of ten people will not notice the problem.
However, if someone comes forward and breaks the enough paper and tells everyone what's wrong, and everyone looks at it again with the idea of verification, it will really produce an idea that is really the case.
that is to say, whether Anta intended it or not, they actually scratched the edge of this poster of women's shoes.
What exactly is the criticized edge ball of Anta women's shoes poster?
It turns out that in the poster of Anta, the model aims the sole at the camera, and the gap in the sole is just opposite the thigh root of the female model.
is there a problem?
it seems that there really is.
I didn't think anything at first, but after careful observation, it really happened. As a netizen questioned, this angle is really puzzling. Why did it just leak out of the middle?
yes, why is it just right?
needless to say, the benefits of playing the edge ball are undoubtedly eye-catching, so as to maximize publicity. But the disadvantages are also quite obvious, and it is easy to cause public outrage, thus being pushed into the ranks of vulgarity. So, is this woman's shoe poster of Anta accidentally lying down or accidentally getting shot?
to be fair, if no one points it out, it will be very difficult for most people to find out that this poster has a problem of scratching the edge. From this point of view, it is unlikely that Anta will play the edge ball subjectively.
the reason why merchants scratch the ball is nothing more than to attract attention. And how to attract attention? Nature is all kinds of obvious but naked temptations. If people can't see the temptation at first sight, how can they achieve the original intention of merchants to scratch the edge in order to attract attention?
It is an indisputable fact that the edge ball composition of this poster for women's shoes in Anta is not easy to be found. If we have to rely on this to attract people's attention, it is indeed too much.
It can only be said that this poster of Anta is really not rigorous enough. Although there is no possibility of playing the edge ball subjectively, it actually plays the edge ball.
The incident of women's shoe posters scratching the ball undoubtedly made Anta stand on the fire and bake. If it is not handled properly, a vulgar and inferior hat is sure to be worn on the head, and its negative impact is not insignificant.
In order to avoid a bigger storm, Anta official website disposed of this controversial poster of women's shoes.
Although the visible posters have been disposed of, it is hard to say whether the vulgar impression left by accidents can be removed as easily as the posters. Anta officially responded that the poster of women's shoes was accused of scraping. 3
Netizens said that in the poster, the model aimed the sole at the camera, and the lens angle rose slightly, and the gap in the sole was facing the female thigh root.
"Anyone who has studied design knows what the visual center of typesetting is, and the meaning of this picture is self-evident."
"I think photography is a bit like TIC-tac-toe composition, but it should not be from this perspective, and it is suspected of being scratched."
netizens with related professional fields commented.
This poster is a new product of Anta's women's shoes "Meow Meow Shoes 2.".
at present, the poster has been removed.
The customer service of Anta's official online store said, "The model photo was taken off the shelf on the day of release, and it was our fault that we didn't manage the publicity materials well, and such problems will be avoided in the future."
Anta's advertising and marketing expenditure is increasing year by year
During the pre-sale period of Tmall 618, Anta's marketing "rollover" this time will undoubtedly cause losses to the brand image, thus affecting consumers' shopping enthusiasm.
in fact, Anta's expenditure on advertising marketing has increased year by year in recent years. In 221, the advertising and publicity expenditure ratio of Anta Sports (as a percentage of revenue) was 12.4%, an increase of 1.8% over the previous year, and the expenditure amounted to 6.117 billion yuan, a five-year high.
In 221, the "domestic product craze" drove the revenue of domestic sports brands such as Anta to increase greatly.
According to the 221 financial report released by Anta, last year, Anta's revenue was 49.3 billion, up 38.9% year-on-year, and the overall gross profit margin increased by 3.4 percentage points year-on-year to 61.6%, surpassing Adidas for the first time and holding the second place in China's sports shoes and clothing market share in 221.
In fact, not only Anta, but also another domestic sportswear giant, Li Ning, is stepping up advertising marketing.
In 221, Li Ning's advertising and marketing expenses soared by nearly 4% to 1.78 billion yuan. In March last year, Li Ningguan Xuan Xiaozhan became the global spokesperson of sports trend products, and cooperated with legendary skateboarder Erik Ellington to try to break the circle with the "flow" strategy.
However, compared with high-profile marketing, the R&D proportion of domestic sports brands is not very "enough". In 221, the R&D cost of Anta was 1.135 billion yuan, accounting for only 2.3% of its revenue, the lowest value in the past five years. Li Ning's 221 financial report shows that the ratio of research and product development expenditure to revenue decreased from 2.2% in the previous year to 1.8%.
Although the R&D expenditure is still on the rise, compared with the substantial increase in the proportion of advertising and marketing expenditure, the investment and attention of domestic sports brands on product R&D is slightly insufficient. If you want to compete with Nike, Adi and other brands in the international market, you still need to find ways to keep growing.
The quietly rising "Anta Empire"
Figure/Figure Bug
According to public information, Anta Group was founded in 1991, which is a comprehensive and multi-brand sporting goods group specializing in designing, producing and selling sports equipment such as sports shoes and accessories.
In 218, the sales volume of Anta Group exceeded RMB 4 billion, a year-on-year increase of over 44.4%. In the first half of 219, Anta achieved revenue of 14.8 billion, a year-on-year increase of 4%. The market value of Anta Group exceeded HK$ 17 billion in August 219, ranking third in the global sporting goods industry. In 221, Fortune ranked 289 on the China 5 list.
as early as 12 years ago, Anta began the multi-brand strategy of overseas merger and expansion.
In terms of business structure, Anta Sports implements a diversified brand combination strategy. At present, in addition to the main brand Anta, it also includes well-known brands such as FILA, DESCENTE and KOLON SPORT.
In 29, Anta acquired the China business of Italian brand FILA from Belle, and redefined it as a high-end sportswear brand. In 219, the performance of FILA segment was first shown in the annual report. In this year, FILA recorded revenue and operating profit of 14.77 billion yuan and 4.23 billion yuan, up 73.9% and 87.1% year-on-year, both of which were faster than the main brand Anta.
in 215, Anta continued to complete the acquisition of the British outdoor leisure and mountaineering brand Sprandi. In 216, Anta invested 15 million yuan to set up a joint venture company and began to operate the high-end ski brand Descente in China. In 217, Anta acquired 1% equity of Kingkow (a famous children's wear brand Xiaoxiaoniu) and related trademark ownership. In the same year, Anta set up a joint venture company to operate the outdoor brand KolonSport business in China.
in 219, Anta cooperated with relevant consortia to acquire Amer Sports, a leading high-end sports group. By the end of 22, Anta Sports holds 52.7% equity of the joint venture company AS Holding(Amer Sports is its wholly-owned subsidiary). Amer's famous brands include Arcteryx (Archaeopteryx), Wilson (Wilson) and Salomon, which have a high influence in outdoor sports and ball games.
In mid-219, Anta put forward three brand groups in its financial report for the first time-professional sports brand groups dominated by Anta, Anta Children, Sprandi and AntapluS, fashion sports brand groups dominated by FILA, FILA FUSION, FILA KIDS and Kingkow, and outdoor sports brand groups represented by Amafen Sports, DESCENTE and KOLON SPORT. These three brand groups also constitute the three growth curves of Anta Group.
under the development strategy of "single focus, multi-brand and omni-channel", Anta has become a multi-brand sporting goods group.
core technology competition can't be ignored
brand value will eventually return to product innovation itself. Judy, a researcher at the Institute of Sociology of the Chinese Academy of Social Sciences, believes that "whether the concept of brand can be sustained is very important whether the design and quality pass the customs and are recognized by consumers."
For Anta and Li Ning, the competition of core technologies is also a problem before us.
In terms of R&D investment, Li Ning will reach 32 million yuan in 22, with R&D investment ratio of 2.23%, Anta 871 million and R&D investment ratio of 2.45%. However, the R&D investment ratio of internationally renowned brands such as Adidas and Nike is generally above 7%, and domestic brands still have a lot of room to catch up in R&D innovation.