Founding Jinjiang Known as the Chinese shoes , gathered more than 3000 shoe-making enterprises, 361 (1361) and Anta (2020) are born here. Three hundred sixty-one degrees to stand out, backed by generous advertising marketing. After the listing on March 16, the founder Ding family holdings amount to 55%, worth over 4 billion yuan, rich armor.
CCTV sports channel designated suppliers
In the early 1980s, Ding was only an ordinary farmer. In 1983, Ding borrowed 2,000 yuan to call his children to set up a shoe factory in Huafeng. Three years later, the factory was renamed Waxle. In 1994, the company changed its name to Buick and started to produce its own brand of sports shoes. However, due to the trademark issue involving the U.S. car brand Buick, in 2003 it was renamed as 316.
After its name change, 361 adopted a determined and aggressive advertising strategy. The unobtrusive township and village enterprises successively cooperated with two local advertising agencies in China. In 2004, they invested heavily in advertising and sports sponsorship. In particular, Athens Olympics machine, running 40 million yuan advertising, so that product sales increased by Liu Cheng.
Taste sweet, more generous in 2005, signed sports entertainment CCTV basketball activities, three years, a total investment of more than 60 million yuan, was CCTV five sets of the largest single sponsorship fee. The following year, the only partner of sporting goods for CCTV's live sports broadcast from 2007-08 was won for $ 125 million. Last year again to one hundred and fifty million yuan astronomical, a sports channel apparel designated suppliers.
Huang Guangrui, general manager of Hong Kong McCann Erickson International Advertising Co., Ltd., described that throwing money sports stars advertisements is the basic success mode of Chinese sports brands. Li Ning (2331), Anta and 316 were on the road for " CCTV standard Wang "approach, but also focus on special channels for strong publicity, faster results.
Sign international advertising company for brand positioning
Last year, 361 felt compared to the rapidly improving sales performance, brand building speed slightly lag, then give up the local advertising company, signed the internationally renowned advertising company - Beijing Ogilvy & Mather, the brand reposition and upgrade. Of the total amount of about 1.8 billion raised in the IPO, about 40% will continue to spend on promotion and sponsorship. Next year the company will also throw 350 million yuan, as the Guangzhou Asian Games senior partner.
Apart from its big advertising, since 2006, the frenzied expansion of its retail network began in March 16 and has soared to over 6,000 in just a few years. President Ding Wu also plans to change this figure to 6,900 next year and add two flagship stores. However, there are many hidden worries behind this arbitrary expansion.