王芳

Wang fang

　　2008年，李宁亲自点燃的那把火，使得一年多时间内李宁股价上涨80%，而被打败的阿迪达斯至今还在消灭库存。能以奥运为踏板大打翻身仗，对本土体育品牌来说，就成为了足够具有吸引力的机会，安踏即是如此。

2008 years，Li ning personally lit that fire，Make more than a year time li ning shares rose 80%，But the defeated adidas still eliminate inventory。To take the Olympic for pedal a season-to-season turnaround，About the local sports brands, however，Become the enough attractive opportunities，Anta even so。

　　北京奥运会一结束，安踏就瞄准了2012年。2009年，经过漫长谈判，安踏击败了竞争对手李宁和阿迪达斯，最终与中国奥委会（COC）达成战略合作协议，成为2009-2012年中国奥委会体育服装的合作伙伴。

The Beijing Olympic Games a over，Anta is aimed at the 2012 years。2009 years，After long negotiations，Anta defeated rival li ning and adidas，Finally and Chinese Olympic committee（COC）A strategic cooperation agreement，As a 2009-2012 year China Olympic sports clothing partner。

　　7月初在赴伦敦之前，安踏体育用品有限公司副总裁张涛接受本报专访，他表示安踏所谓的奥运营销绝不仅仅是从伦敦开始的，早在2009年就开始为打包的“大奥运周期”做准备，“你货品开发能不能持续支撑中国团队，一届赛事做得好没用，你能不能每届都做好，只要有一届没做好，你就会招污点。”

In early July, before to London，Anta sports goods Co., LTD, vice President of accepting our newspaper interview with the tao，He said the so-called antas Olympic marketing not just start from London，As early as in 2009 started for the package“Great Olympic Games cycle”To prepare，“You can support continued development of goods China team，A tournament do well useless，Can you of each are doing well，As long as there is a th not ready，You will recruit stain。”

北京之后 After the Beijing

　　今年由于欧债危机恶化、国内经济增速下滑，本土品牌普遍订单下跌、库存过高。从各家体育品牌发布的年报显示，2011年，李宁库存达到11.3亿元，几乎是2008年的两倍；安踏库存6.18亿元；特步库存6.71亿元。本土体育品牌都希望借助伦敦奥运会契机，突破目前的困局。

This year, because the debt crisis worse、Domestic economic growth slowdown，Local brand common orders fell、High inventory。From his sports brand BNP paribas released，2011 years，Li ning inventory to 1.13 billion yuan，Is almost doubled in 2008；Anta inventory 618 million yuan；Step, inventory 671 million yuan。Local sports brands have hope that through London Olympic opportunity，Break out of this difficult situation at present。

　　此次李宁出征伦敦奥运的口号是“龙耀伦敦”，安踏则是“龙征伦敦”。相较于奥运赞助经验丰富的李宁而言，安踏的目标是以此为契机，成为本土老大。

The li ning is the slogan of the war the London games“LongYao London”，Anta is“LongZheng London”。Compared with the Olympic sponsorship experienced li ning speaking，Anta's goal is to regard this as the opportunity，Become local boss。

　　李宁则希望通过伦敦奥运会，重塑品牌形象挽回下滑的市场。为此董事长李宁“再次出山”将亲自在希腊雅典传递圣火。李宁依然延续原有的营销模式，与中国乒乓球队、体操队、羽毛球队、跳水队和射击队签订了赞助协议。这5支运动队也是中国代表团在历届奥运的夺冠热门。

LiNingZe hope through the London Olympics，Remodeling brand image save declining market。Therefore the chairman li ning“Mountain again”Will personally passing the Olympic torch in Athens, Greece。Li ning is still continue the original marketing model，And the Chinese table tennis team、Gymnastics team、Badminton team、TiaoShuiDui and sharpshooters notched signed sponsorship deal。The sports team is also the Chinese delegation 5 in all the hot favourite to win the Olympic Games。

　　昌荣传播体育事业部总经理吴磊对本报表示，李宁在2008年北京奥运所采取的营销策略算是出奇制胜，例如，开幕式上李宁身着阿迪达斯的服装出现点火，这些让阿迪达斯有些始料未及。吴磊预计，安踏本届奥运会将会延续上一届的走势，由于不是本土作战，在传播上安踏应该会更加注重与媒体平台的结合。再加上时差的因素，预计本届奥运会的营销效果与2008年的本土作战相比，不会太显著。

Chang and honor the sports division general manager WuLei spread to our newspaper said，Li ning in the 2008 Beijing Olympics marketing strategy is to use to defeat the opponent，For example，The opening ceremony of the clothing appear in li ning adidas ignition，These let adidas some unexpected。WuLei is expected to，Anta the games will last on the trend of the session，Because not local operations，In the spread anta should pay more attention to and the combination of media platform。Plus time factor，It is estimated this Olympic marketing effect and 2008 local than combat，Not too significant。

　　吴磊表示，若把国内体育服装行业当成马拉松，目前只是出发阶段，过去李宁始终处于领跑状态，现在安踏领跑了，其实领跑的滋味是非常难受的，需要自身具备很强的实力和判断，脱颖而出。

WuLei said，If the domestic sports clothing industry as the marathon，At present only start stage，Li ning is always in the lead in the past state，Now leading anta......，In fact the taste of the lead is very uncomfortable，Requires its own strong strength and the judgment，Stand out。

　　他评价说，本届奥运会，所有中国运动员的领奖服都是由安踏提供的，但安踏赞助的运动队并不多，所以，在比赛过程中间，李宁通过赞助运动队的曝光几率也还不小。

He said the evaluation，The games，All Chinese athletes LingJiangFu are made by anta provide，But anta sports team sponsor is not much，so，In the game of the process，Li ning by sponsoring the risk exposure sports team is not small。

　安踏的“大奥运周期” Anta's“Great Olympic Games cycle”

　　安踏体育披露的财报预计，2012年其奥运广告及宣传费率将升至14%。按2011年营业额89亿元计算，这笔体育营销费用将超12亿元。

Anta sports disclosure of earnings estimates，In 2012 its Olympic advertising and promotional rates will rise to 14%。In 2011 an annual turnover of 8.9 billion yuan calculation，The sports marketing expenses will be more than 1.2 billion yuan RMB。

　　张涛举例说，刚开始做赞助的时候，2008年10月10日，世界智力运动会，从接到订单开始，到完成这个订单只有27天的时间，要为将近1200个来自世界各地、体形差别极大的选手进行配装。他回忆说，“当时有个下象棋的一米九近两米，有个小姑娘才一米四，我整个都疯了。”一般服装的开发周期至少需要60~70天。最后安踏拼尽全力在22天内完成了，极大地挑战了生产线。

Tao for example，Just began to sponsor，December 10, 2008，World intellectual games，Receiving orders from the start，To complete the order only 27 days time，For nearly 1200 from all over the world、Very different shape of exploiting the players。He recalls，“As a chess one meter nine nearly two meters，Have a little girl to one meter four，My whole are crazy。”General development cycle of clothing need at least 60 to 70 days。The last desperate to anta in 22 days to complete，Greatly challenged the production line。

　　而对于这样一个打包出售的“大奥运周期”，安踏制定了金字塔状的营销策略。顶尖是Super　star，有凯文·加内特，签完名以后就成为专属货品售卖，带来直接利益。其次被称为Team，即运动队战略，企业给中国目前竞赛方面最牛的团队提供装备，比如篮球、排球国家队等，这在建立品牌声誉和品牌专业性上会有帮助。

And for such a packaged for sale“Great Olympic Games cycle”，Anta formulated the pyramid shape of the marketing strategy。Top is Super star，Have Kevin garnett，Signed the name will become exclusive sale after goods，Bring direct interests。Second is called the Team，Namely team strategy，Enterprise to China's current race the next best team to provide equipment，Such as basketball、Volleyball team, etc，This building brand reputation in professional and brand will have a help。

　　再往下就是Game，即各种赛事。原来安踏被称为“中国联赛发动机”，乒乓球、排球、篮球超级联赛都是安踏在做，可帮助建立品牌的专属性。再往下走为Olympic，奥运会是离人性最近的、但离商业最远的赛事，在现场看不到任何商业标识。亚特兰大奥运会期间，点火时突然在运动员入场的门口后面，竖起一根印有麦当劳标志的桅杆。组委会马上派人制止，这种“擦边球”的隐性营销，被组委会严厉禁止。

Go back to the Game is，Namely various events。The original anta is called“China league engine”，Table tennis、volleyball、Basketball league was the step in super，Can help build brand of specificity。Then go down for Olympic，The Olympic Games is the latest from the human nature、But the farthest from the commercial competition，In the scene to see any commercial signs。The Atlanta Olympic Games，When the ignition suddenly in behind the door of the gate of the athletes，Set up a root with McDonald's sign mast。The organizing committee will send someone to stop，this“outside”Recessive marketing，The organizing committee was forbidden。

　　再往下是Commitee，奥委会组织。张涛表示，在四年的过程中，有像伦敦奥运会、广州亚运会这样大的爆发节点，但更多的是日常的小赛事，也要做好服务，否则奥委会评价就是负的。

Go back to the Commitee is，Olympic committee organization。Tao says，In the process of four years，As the London Olympics、Guangzhou Asian such great outbreak node，But more and more are daily small events，Also to do well the service，Otherwise the ioc evaluation is negative。

　　张涛认为，未来行业的成长空间依旧还在，只不过满足需求的方式和结构发生了变化，从单人单品的增长，变成了单人多品的增长。对综合性的体育用品品牌需要不断提升细分的专业度。此外，张涛认为在中国体育用品行业品类中，目前品牌还是偏多。

Tao think，The future of the industry growth space is still in，Just to meet demand, the way and the structure changes，From a single sheet is tasted growth，Become more than a single product growth。On comprehensive sports things the brand is to continuously improve the segmentation professional degrees。In addition，Tao think in China sporting goods industry in the category，At present the brand still slant。

　　张涛说，“这么多牌子，你想象不了，一个竞标就有十几家甚至上市公司，我们叫产业规律趋同论。所以将来这个行业格局一定会带来改变，行业集中度会调整。”

Said tao，“So many brand，You can't imagine，A bid for over a dozen house even listed companies，We call the industry rule convergence theory。So the industry in the future will bring change pattern，Industry concentration will adjust。”

　　吴磊也表示，伦敦之后，体育服装品牌会面临洗牌，未来注重体育功能和消费者体验的企业将会面临更大的机会，前端的产品研发和设计将会支撑企业的未来发展。

WuLei also said，After the London，Sports apparel brands will be faced with a shuffle，The future notice physical function and consumers of the experience of the enterprise will be facing a big chance，The front end product research and development and design will support the enterprise's future development。

　　而在整合中，并购重组都是可能会发生的，张涛说。

And in the process，Mergers and acquisitions are may happen，Said tao。