Grabbing The Domestic Ice And Snow Market, Anta Chose Daniel Wu For Desanto.



Over the past two years, after Anta's investment in China has taken a firm foothold, Desanto began to take full advantage of it.

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Daniel Wu, who was good at sports, was once the spokesman for Adidas.

Whether it is China's official website or Tmall flagship store, Daniel Wu is occupying the site of Desanto (Descente).

In June 1st, the high-end sports brand of Japan announced that actor Daniel Wu became the spokesman of China brand and the first Chinese spokesperson.

Desanto is a sportswear brand from Japan, mainly based on winter sports products such as skiing.

In February 2016, local brand Anta sports announced that it had invested 150 million yuan to establish a joint venture with two Tokyo listed companies, Descente Global Retail Limited and ITOCHU Corporation subsidiary Itou Tada, and operate exclusively in China (excluding Hongkong and Macao) and engage in all categories of products with "Descente" trademarks, including design, sales and distribution business.

Through this paction, Anta continues to enrich the multi brand strategy from high-end to the public, while Desanto is at the top of the brand matrix, mainly facing the domestic high-end consumer market.

Anta has said that the joint venture started retail operations in the first half of 2017, covering skiing, training, running and other categories of products.

Ding Shizhong, chairman and CEO of Anta's board of directors, has repeatedly referred to subdivision.

It is an opportunity for Anta to catch up with the international giants in the future. Desanto is expanding the market in the high-end and winter sports fields.

Daniel Wu is good at many kinds of sports.

This is the first time that the brand has signed a Chinese star. For this reason, Desanto evaluated Daniel Wu on micro-blog. "Fitness, skiing and martial arts are all right."

In fact, Daniel Wu was the spokesman for Adidas.

He is good at many kinds of sports, including motorcycle, skateboard, surfing, skiing and car rally.

Daniel Wu skiing in the mount Monet, France, slipped from the top of the mountain to the foot of the mountain for 6 hours, and the whole distance was more than 20 kilometers.

Before that, he said publicly, "my daughter's athletic talent is very outstanding. I think she will be engaged in extreme sports such as skiing and skateboarding in the future."

Obviously, apart from the well-known fame and value, Daniel Wu's expertise in winter projects has become an important factor in his contract.

Signing cross-border stars has always been the main means for sports brands to attract traffic and capture young consumers in the Chinese market.

A survey by consulting firm Bain&Company shows that

About 85% of the growth in the retail industry comes from the millennial generation. After 00, the consumer group in China is gradually becoming the main force in the market. They are more inclined to innovate and fashion products than before.

Choosing the most popular traffic celebrity endorsement with young audiences has become the most direct way to increase the flow of dialogue between the major brands and the consumer groups.

Meanwhile, sports brand signing male traffic stars has the intention of grabbing the female market.

In the expansion stage, there are still huge commercial space in the domestic female sports consumption market. The wallets that reach women are the long-term strategies of sports brands in the past few years and even in the future. Moreover, the consumption behavior of women is more susceptible to the influence of celebrity endorsements. Daniel Wu is a high quality goods carrying resource.

At the beginning of 2016, when the joint venture between Desanto and Anta was established, they planned to open 100 retail stores in China in three years.

At the end of 2016, the first store in Beijing opened in Xidan Joy City.

According to Anta's 2017 earnings report, the number of stores has reached 100 by the end of 2017, but sales figures have not yet been disclosed.

With the approaching of the Winter Olympic Games in Beijing, ice and snow sports have entered the public view, and sports brands have begun to exert their strength in this field.

The ice and snow sports development plan released by the State General Administration of sport shows that by 2025, the total scale of the domestic ice and snow industry will reach 1 trillion yuan, and the industry is optimistic about China's market expectations.

Now, Desanto signed Daniel Wu to show that the brand is new at the marketing level.

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Over the past two years, after Anta's investment and its foothold in China, Desanto began to take full advantage of the domestic winter sports.

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