Anta Weightlifting Ads First Baked, Not Edge Ball?

"The weightlifting team won the first gold medal, is the sponsor Anta?" Anta yesterday published a full page advertisement in a media for women's weightlifting 48 kilograms, so that people can not avoid such associations.

But the newspaper has reported yesterday that the sponsor of the Chinese weightlifting team is Hongxing ERK.

Some people believe that Anta has launched the advertisement after the gold medal of its fencing gold medal has been "defeated". It is the limelight of trying to catch up with rival Hongxing Erke.

Anta people insist that this is not "edge ball" marketing.

　　安踏举重广告抢先出炉 

The reporter saw that the content of the advertisement was actually very simple: a woman dressed in red lifted the barbell, and the red character on the left side of the advertisement was called "the champion's backbone" made in China. Under these fonts is the "212 kilogram women's weightlifting 48 kilogram class China win", the right side is "Anta sports" LOGO.

What is even more surprising is that the weightlifter in Anta's advertisement is somewhat similar to the real first gold winner Chen Xiexia, and also enhances the advertising effect.

Indeed, if the sponsors of weightlifting teams in China are not particularly aware, readers will inevitably have such an idea. The first gold is sponsored by Anta.

In addition, Tan Xue, a fencer who had a cooperative relationship with Anta, lost his first gold medal in the first day of competition. Even more people felt that Anta, who had wrongly bought a treasure, seemed to want to grab the lead of the competition by this way.

Yesterday, Wu Rongzhao, vice president of Hongxing Erke group, said in an interview: "we are women's weightlifting 48 kg level sponsors."

It is reported that before the Olympic Games, Anta sports and Tan Xue and other famous athletes had some cooperation, but there was no sponsorship relationship with the weightlifting team.

　　隐性营销有风险

As early as June, the Beijing Olympic Organizing Committee and the China Advertising Association issued the "prevention of Olympic Games hidden market advertising behavior proposal".

In July 1st, the Advertising Association of China demanded that any advertisements which were not authorized and approved to use the athletes, coaches and officials of the Olympic Games as the spokesperson of the Olympic Games will be suspended from August 1, 2008 to August 27th. Otherwise, it will be regarded as infringing infringement.

Wu Rongzhao, vice president of Hongxing Erke group, told reporters that Hongxing Erke had not immediately publicized the identity of the Olympic gold medal sponsor, and the policy had clearly stipulated that the official sponsor of the Olympic Games should use the portraits of the Olympic athletes.

Another industry insider said that the advertisement of Anta sports has the suspicion of marketing the edge ball, that is, hidden marketing.

Globally, the infringers of the hidden market are consciously stealing things that are not their own, deceiving and misleading the public.

Although there is no explicit restriction on the implicit marketing market in China, the voice of public opinion is quite obvious.

    未用肖像名字不算擦边球？

For the reporter's question, yesterday, Anta sports related personage said: "because there is no use (gold medal) athlete's portrait and name, so there is no problem of edge."

According to the source, during the Olympic Games, Anta decided hard and wide every day according to the events of the day before yesterday, and the hard and broad areas would be different every day, which was a good publicity plan in advance.