结果付费的谷歌收录是什么意思？安踏出海营销策略案例分析
图/图虫创意
创立于1991年的安踏，作为中国知名运动体育品牌，当下在国内已经家喻户晓，其打响的"永不止步"口号也很容易让国内外消费者产生品牌联想度。
Founded in 1991, Anta has become a household name in China as a leading sports brand. Its slogan "Keep Moving" easily creates brand association among consumers both domestically and internationally.
殊不知，安踏于2007年7月10日在港交所挂牌上市后，曾保持了10年的销售额大幅增长，当时的它仍然在海外扩张这条路上保持谨慎状态。
Few people know that after listing on the Hong Kong Stock Exchange on July 10, 2007, Anta maintained rapid sales growth for 10 years while remaining cautious about overseas expansion.
直到集团总裁郑捷表态："未来10年，我们希望从一个以中国市场为主的体育用品集团，成为一家真正多品牌世界级的体育用品公司。"也就是在2018年，遵循守住本土市场策略的同时，安踏终于决定在海外寻找新的增长机会，并把美国和欧洲等体育用品市场成熟的地区作为切入点。
It wasn't until President Zheng Jie stated: "In the next 10 years, we hope to transform from a China-focused sports goods group into a truly multi-brand world-class sports goods company." In 2018, while maintaining its domestic market strategy, Anta finally decided to seek new growth opportunities overseas, targeting mature sports markets like the US and Europe.
三大营销传播策略 | Three Major Marketing Strategies
1. 创建具传播性的主题活动，提高粉丝粘性
1. Creating Viral Campaigns to Enhance Fan Engagement
2017年6月，安踏创建多次线上活动，与粉丝互动，巩固安踏健康、运动品牌基调。其中，最具代表性的是#FindYourANTA全球品牌活动。
In June 2017, Anta launched multiple online campaigns to interact with fans and reinforce its healthy, sporty brand image. The most representative was the #FindYourANTA global campaign.
2. 紧跟时下热点话题，借势KOL
2. Leveraging Trends and KOLs
安踏曾借助圣诞节的热点，发起#MysterysANTA活动，并与KOL合作产出高质量内容，最终实现曝光量2.35M+。
Anta capitalized on Christmas trends with the #MysterysANTA campaign, collaborating with KOLs to produce high-quality content, ultimately achieving 2.35M+ impressions.
3. 线上线下联动，促进销售转化
3. Online-Offline Integration for Sales Conversion
安踏优化广告投放并与美国线下门店闪购活动联动，实现ROI超过行业平均62%。
Anta optimized ad placements and coordinated with US pop-up stores, achieving ROI 62% above industry average.
营销成果 | Marketing Results
- Facebook粉丝增长150% | 150% Facebook fan growth
- Instagram粉丝增长416.9% | 416.9% Instagram follower increase
- 电商ROI 6:1 | E-commerce ROI of 6:1
关键成功要素：
Key Success Factors:
- 让内容社交化，增加粉丝互动 | Socializing content to boost fan interaction
- 营销活动与品牌强关联 | Ensuring marketing campaigns align with brand identity
- 善用热点和KOL | Effectively utilizing trends and KOLs
- 精准广告投放 | Precise ad targeting
