Anta officially responded that the poster of women's shoes was accused of rubbing the ground.

Anta officially responded that the poster of women's shoes was accused of rubbing the ground.

Anta officially responded that the poster of women's shoes was accused of rubbing the ground. Needless to say, the benefits of the edge ball are undoubtedly eye-catching, so as to maximize publicity. However, the disadvantages are also quite obvious, which easily causes public anger and is pushed into the ranks of vulgarity. Anta officially responded that the poster of women's shoes was accused of rubbing the ground.

Anta officially responded that the poster of women's shoes was accused of rubbing 1. Recently, some netizens posted that the poster of a product of Anta was suspected of playing pornographic edge ball. In this regard, the customer service of Anta's official online store said: The model photos have been removed, and such problems will not occur again in the future.

During the pre-sale of Tmall 6 18, 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 20021year, the proportion of Anta's sports advertising expenditure (as a proportion of revenue) was 12.40%, an increase of 1.8% compared with the previous year, and the expenditure amount was 61170,000 yuan, a record high in recent five years.

202 1' s "domestic craze" has driven the revenue of domestic sports brands such as Anta. The 20021financial report released by Anta shows that last year, the revenue of Anta * * * 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 6 1.6%, surpassing Adidas for the first time and occupying the second place in the market share of sports shoes and clothing in 20021China.

For such behavior, many netizens also said that as the first brand of domestic sports, it is impossible for such marketing to be audited by leaders before, but is it really a number?

In addition, many netizens said that Anta's behavior is not a special case, and many brand manufacturers have had such behavior. Some netizens bluntly said that Anta is a common composition of foot-controlled color maps. I don't believe you will be familiar with this composition if you buy Foley's foot control theme map package.

Some experts in the industry said that many brands actively promote marketing, which is very unfavorable to brand positioning and coverage. It is hoped that the relevant departments can strengthen the examination and punishment in this respect and fundamentally solve the bad marketing behavior of manufacturers.

Anta officially responded that the poster of women's shoes was accused of edging. Recently, a newly released poster of Anta's women's shoes was questioned to be pornographic, which caused widespread concern.

Frankly speaking, when most people see this poster, their first feeling is actually nothing. If no one points out where the edge ball is hit, it is estimated that nine and a half out of ten people will not notice the problem.

However, if someone stands up and breaks enough paper to tell everyone what is wrong, and everyone looks at it with the idea of verification, it will really produce an idea, which is really the case.

That is to say, whether Anta intentionally or unintentionally, they actually played the edge ball on this poster of women's shoes.

What is the edge ball criticized by Anta women's shoes poster?

It turned out that in Anta's poster, the model aimed the sole at the camera, and the gap in the sole just pointed at the thigh root of the female model.

Is there a problem?

There seems to be.

At first glance, I don't think there is anything, but under careful observation, it is. As a netizen questioned, this angle is really puzzling. Why does it just leak from the middle?

Yeah, why is it just right?

Needless to say, the benefits of playing the edge ball are undoubtedly eye-catching, so as to maximize publicity. However, the disadvantages are also quite obvious, which easily causes public anger and is pushed into the ranks of vulgarity. So, was this poster of Anta's women's shoes accidentally lying down or accidentally shot?

In all fairness, if no one pointed out, it would be difficult for most people to find that this poster has a problem of scraping. From this point of view, it is unlikely that Anta will play the edge ball subjectively.

The reason why merchants play the edge 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 ball in order to attract attention?

It is an indisputable fact that the composition of the edge ball of the poster of Anta women's shoes is not easy to be found. If you have to rely on this to attract people's attention, it is really too much.

I can only say that Anta's posters are really not rigorous enough. Although there is no possibility of playing the edge ball subjectively, the fact is that it has been played.

The incident of wiping the ball on the poster of women's shoes undoubtedly caused Anta to be roasted on the fire. If it is not handled properly, a vulgar and inferior hat must be worn on the head, and its negative impact is not negligible.

In order to avoid a bigger storm, Anta official website handled the controversial poster of women's shoes.

Although all the visible posters have been disposed of, it is hard to say whether the vulgar impression left by the accident can be removed as easily as posters.

Anta officially responded that the poster of women's shoes was accused of rubbing the ground. 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 significance of this picture is self-evident."

"I think learning photography is a bit like TIC-tac-toe composition, but it should not be from this angle, and it is suspected of rubbing."

A netizen in a related professional field commented.

The poster is "Meow Meow Shoes 2.0", a new product of Anta women's shoes in the season.

Currently, the poster has been removed.

The customer service of Anta's official online store said, "The model photos have been removed from the shelves on the day of release. It is our mistake not to do a good job in promoting material management, and such problems will be avoided in the future. "

Anta's advertising marketing expenditure has increased year by year.

During the pre-sale of Tmall 6 18, 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 20021year, the proportion of Anta's sports advertising expenditure (as a proportion of revenue) was 12.40%, an increase of 1.8% compared with the previous year, and the expenditure amount was 61170,000 yuan, a record high in recent five years.

202 1' s "domestic craze" has driven the revenue of domestic sports brands such as Anta to increase greatly.

According to the 20021financial report released by Anta, last year, Anta's revenue was 49.3 billion, up by 38.9% year-on-year, and the overall gross profit margin increased by 3.4 percentage points year-on-year to 6 1.6%, surpassing Adidas for the first time and occupying the second place in the market share of sports shoes and clothing in 20021China.

In fact, not only Anta, but also another sportswear giant in China, Li Ning, is stepping up advertising marketing.

In 20021year, Li Ning's advertising and marketing expenses soared by nearly 40% to 1.78 billion yuan. In March last year, Li Xuan Station 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 ratio of domestic sports brands is not very "enough". In 202 1 year, the R&D cost of Anta was165438+35 million yuan, accounting for only 2.3% of the revenue, the lowest value in the last five years. Li Ning's 20021financial report shows that the proportion of R&D and product development expenditure in revenue has dropped from 2.2% in the previous year to 1.8%.

Although the R&D expenditure is still increasing, compared with the substantial increase in the proportion of advertising and marketing expenditure, the investment and attention of domestic sports brands to product R&D is slightly insufficient. If they want to compete with Nike, Adi and other brands in the international market, they need to find ways to continue to grow.

The quietly rising "Anta Empire"

Figure/worm

According to public information, Anta Group was founded in 199 1. Is a comprehensive, multi-brand sporting goods group specializing in the design, production and sales of sports equipment such as sports shoes and accessories.

In 2065438+2008, the sales of Anta Group exceeded 40 billion yuan, with a year-on-year increase of over 44.4%. In the first half of 20 19, Anta achieved revenue of 654.38+0.48 billion, up 40% year-on-year. The market value of Anta Group exceeded HK$170 billion in August of 20/0/9, ranking third in the global sporting goods industry. In 20021year, Fortune China 500 ranked 289th.

As early as 12 years ago, Anta began the multi-brand strategy of overseas merger and expansion.

From the perspective 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 Philo, Desente and KOLON SPORT.

In 2009, Anta acquired the China business of Italian brand FILA from Belle and redefined it as a high-end sportswear brand. In 20 19, Philo's performance first appeared in the annual report. In this year, Feile recorded revenue and operating profit of 65.438+0.477 billion yuan and 4.023 billion yuan respectively, up 73.9% and 87.65438+0% year-on-year, both higher than the main brand Anta.

In 20 15, Anta continued to complete the acquisition of the British outdoor leisure and mountaineering brand Sprandi. In 20 16, Anta Investment10.50 billion yuan set up a joint venture company and started to operate the high-end ski brand Descente in China. In 20 17, Anta acquired 0/00% equity of Kingkow (a famous children's wear brand Little Cow)/kloc-0 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 20 19, Anta cooperated with relevant consortia to acquire Amer Sports, a leading high-end sports group. By the end of 2020, Anta Sports holds 52.7% of the equity of the joint venture company (Anta Sports is its wholly-owned subsidiary). Amer's well-known brands include Arcteryx (Archaeopteryx), Wilson (Wilson), Salomon, etc., which have a high influence in outdoor sports and ball games.

In the middle of 2065438+2009, Anta put forward three major brand groups for the first time in the financial report-professional sports brand groups led by Anta, Anta Children, Sprandi and AntapluS, fashion sports brand groups led 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 not 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 "it is very important whether the concept of brand can be sustained, whether the design and quality can pass, and whether it is 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, in 2020, Li Ning will reach 320 million yuan, with R&D investment ratio of 2.23%, Anta 87 1 billion 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.