Anta posters were accused of wiping and dealing with relevant personnel: do you accept that I promise to check more strictly in the future?
Recently, some netizens posted that an Anta product poster was suspected of being a pornographic edge ball, and the poster was also used on the homepage of Anta’s official online store on the Tmall platform. In the poster, the model aligns the sole of the shoe with the camera, and the gap in the sole faces the bottom of the woman’s thigh.
According to China News Network, the customer service of Anta’s official mall responded that the pictures have been removed from the shelves at the first time, and the relevant personnel have been dealt with seriously, and they will be more strictly checked in the future.
During the pre-sale period of Tmall 618, Anta’s marketing “rollover” this time will undoubtedly cause losses to the brand image, thereby affecting consumers’ enthusiasm for shopping.
In fact, Anta’s spending on advertising and marketing has increased year by year in recent years. In 2021, Anta Sports’ advertising and publicity expenditure ratio (as a percentage of revenue) will be 12.40%, an increase of 1.8% over the previous year, and the expenditure amount will reach 6.117 billion yuan, a new high in the past five years.
The “domestic product fever” in 2021 has driven a sharp increase in the revenue of domestic sports brands such as Anta. According to Anta’s 2021 financial report, Anta’s revenue last year was 49.3 billion, a year-on-year increase of 38.9%, and the overall gross profit margin increased by 3.4 percentage points year-on-year to 61.6%, surpassing Adidas for the first time and securing the second place in China’s sports shoes and apparel market in 2021. .
Regarding such behavior, many netizens also said that as the first brand of domestic sports, it is impossible for such marketing to be reviewed by the leaders before, but is it really good?
Some experts in the circle said that many brands take the initiative to carry out rubbing publicity in marketing, which is very bad for the positioning and coverage of the brand. It is hoped that the relevant departments can strengthen the review and punishment in this area in the future. Fundamentally solve the bad marketing behavior of manufacturers.
Hashtag: Anta poster advertisement
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