The Development Of Anta: The Strategic Road For The Next Ten Years

Recently, the battle took place.

The Chinese sports delegation awarded the award "champion dragon clothing" officially unveiled.

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The company has designed and made fourth Olympic athletes for the first time.

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Since becoming a partner of the Chinese Olympic Committee in 2009, Anta has continuously provided the Chinese sports delegation to Vancouver, London, Sochi, Rio for the four summer Olympic Games and the Winter Olympic Games.

In eight years, Anta's logo shines in the Olympic Games every time the five-star red flag rises.

In the past eight years, Anta has also been seen as a leader in the domestic sporting goods industry from a second-line sports brand.

Looking back on the cooperation between the past two Olympic cycles and the Chinese Olympic Committee, Anta President Zheng Jie summed up with "quite successful".

He said that through cooperation with the Chinese Olympic Committee and gymnastics, weightlifting, taekwondo, boxing and more than 20 national teams, Anta has strengthened its own professional sports brand attributes and established Anta's image of Chinese sports and sports spirit in the minds of the general public.

Success is fully reflected in sales performance.

In 2012, with the help of the London Olympic Games Marketing craze, Anta surpassed Lining in both operating income and net profit. For the first time, he firmly sat on the top of the domestic sports brand.

In 2015, Anta's operating income reached 11 billion 126 million yuan, becoming the first local sports brand to break through the sales scale of 10 billion yuan.

Although Anta is already the "big boss" in the domestic sports brand, the gap between Nike and Adidas's two international giants is still small.

Last year, Adidas's sales in Greater China amounted to 2 billion 470 million euros, or about 18 billion yuan, while Nike's data in fiscal 2015 amounted to 3 billion 67 million dollars, or about 20 billion yuan.

If we compare them in the global market, the gap will be even more obvious.

Zheng Jie admitted that for Anta, it would be unrealistic to go beyond Adidas and Nike in the next 5 to 10 years.

But in different subdivision areas, such as outdoor sports, there are still opportunities to catch up with rivals.

The acquisition of relatively mature overseas brands and multi brand matrix is Anta's choice to compete with the international giants.

In August 2009, Anta purchased FILA business from BELLE international.

At the beginning of this year, Anta joined hands with the famous Japanese sports brand de sant to win the exclusive right to operate the brand in China.

Desanto, founded in 1932, is a high-end sports brand that focuses on skiing and integrated training equipment, with a higher retail price than Nike and ADI.

Zheng Jie said that from its birth to the present, Anta has been sticking to the market positioning of high performance price ratio, and has continued to provide consumers with pricing, quality products that are close to the people and firmly occupy the largest mass market of the consumer base.

In the future, Anta will not give up this market position.

But he also said that the domestic sporting goods market is huge, and consumer demand is increasingly diversified. It is difficult to meet the needs of consumers at all levels by only one brand. Therefore, the future development needs to be covered by multiple brands, and Anta hopes to achieve the layout of the high-end market through acquisitions.

In the past year and more, under the stimulus of the State Council's opinions on speeding up the development of sports industry to promote sports consumption, Jinjiang sports brands have changed their development strategies and competing to move upstream into the sports industry chain.

For example, XTEP and Chi Mei Group cooperated and began to set foot in the field of competition operation; the "noble bird group" set up a sports industry fund with Hu pun and Jing Lin capital to make a comprehensive layout of sports industry.

Only Anta was unmoved, still focused on the traditional sports shoes and clothing manufacturing industry.

This is somewhat surprising.

But in Zheng Jie's view, all success stems from persistence and concentration.

"We are very persistent.

In the next ten years, we will continue to do well in every pair of shoes and clothes. "

Zheng Jie said that this is the spirit of craftsmen in the hearts of Anta people.