Strategic Research On Precision Marketing Of Anta Group In The Context Of Big Data

The trend of national fitness has prompted people to pay more and more attention to sports and related industries.The successful bidding and holding of the Beijing Winter Olympics has also created a good opportunity for the development of the sports goods manufacturing industry.The concentration of Chinese brands in the Winter Olympics The appearance reflects the growth of Chinese enterprises and marks the imprint of the rise of Chinese brands.Anta is one of them.In 2021,Anta Sports will surpass Adidas with a total market value of HK$512.8 billion and become the second largest sports brand in the world after Nike.It is a microcosm of the collective rise of domestic brands.This article takes the marketing of Anta Group as the entry point,in the context of the rapid development of 5G big data era,combined with the changes in China’s mainstream consumption trends,insight into consumer behavior,respond in a timely manner,and formulate precise marketing strategies,so that marketing activities have clear goals and can be tracked,measurable,and optimizable,the "chain reaction" of adding value to customers will continue to go on and achieve the corporate goal of low-cost sustainable development.This paper studies the unique precision marketing development model of Anta Group,hoping to provide a certain reference for the development of other sports brands in China,so that China can change from a manufacturing power to a manufacturing power to a brand power,and push "Made in China" to a brand with more brand value."made in China".This paper firstly introduces the production and operation status of Anta Group,and analyzes the internal and external environment,strengths,weaknesses,opportunities and threats of Anta Group by using PEST environment method and SWOT analysis method.A survey questionnaire was formulated from different angles such as positioning,and combined with the data obtained from the questionnaire,an in-depth study was carried out on the current situation of Anta Group’s marketing,and the influencing factors of consumers’ purchase of Anta products,as well as the tendency of consumers to buy Anta products,were found.Then,combined with the characteristics of the big data background,Anta Group provides a series of strategies for reference for precision marketing: first,establish a big data team and use portrait tags to reversely promote the brand’s new positioning;second,attach importance to content marketing,Find your own market positioning;thirdly,attach importance to cross-border marketing,and cooperate with KOLs to expand the brand’s market influence;in addition,you can also promote sports event sponsorship and revitalize Olympic IP assets;vigorously develop ice and snow equipment manufacturing to boost Business transformation and upgrading;finally,integrate public information and strengthen its own community marketing.These strategies also have certain practical value for the enterprise itself and the development of the industry.