Anta: "Safe" Heart To Do "NBA" In China

Because Anta knows how to run a brand, a story of Kong Linghui has created a "never stop" business motto for it.

Why does Lining have such excellent brand resources and is pressed by Anta?

Because Anta has 10 years of accumulated labor capital and a large number of workshops.

If you think that Anta is only using the "Tian Ji racing" trick, then, when more than 300 players in the CBA League wear Anta logo sports equipment, when the NBA rockets narrow dressing room packed third Chinese sports brands Anta, and consumers remember, you have to take a close look: this private enterprise is not simple.

Xu Yang, director of brand management, tells the story of a "one hour agreement".

In 2004, CBA and Anta are not the best choice for each other.

However, when Li Yuanwei (former director of the basketball center) came out of the office of President Ding Zhizhong (Anta), it took only an hour to find out who persuaded him. The two sides reached an agreement of "3 years and 60 million yuan - Anta became the only sponsor of the CBA sports equipment".

In the past 3 years, in order to let the players who have been accustomed to international brands accept Anta from psychology to physiology, Anta has built laboratories and hired foreign experts to collect data that Chinese Adidas and Nike do not have, the development of only one pair of shoes has to pass dozens of experimental levels such as constant temperature laboratory, human mechanics laboratory, dye laboratory and so on.

The cooperation with CBA finally led Anta's "miscellaneous brand army" to become a "regular army" and entered the "mainstream society" at once.

In July 2007, Anta listed only 15 days, with a market value of HK $20 billion 900 million.

Today, cooperation between the two sides will continue until 2012.

As a result, the Alexander boss who is optimistic about the Chinese market and the Ding boss who is good at playing basketball resources hit it off.

Xu Yang recalled: "the choice to introduce rockets boss for Anta outside the cornerstone of investors, more is the subconscious guidance, feel that this has countless ties with China's team can help Anta expand the foreign market."

Sure enough, two months later, Alexander became Anta's "scout" and recommended the Argentina Basketball Championship MVP Scola, and contributed to the cooperation between the two sides.

In this way, although Lining and PEAK took the lead in taking the Rockets' locker room, Alexander and Anta had become "grasshoppers" tied to a rope.

Therefore, Anta can sign a return to the rocket's "Fu Lao Da" at the first time. Anta's advertising can be launched in TOYOTA center. Anta has boldly set up its basketball star training base in Houston, making a "CBA Anta Houston training camp", sending 10 CBA young players to Houston to accept the special training of the coach group headed by Adelman.

At the current sports Expo, Anta invited rockets stars to help and unveiled the training camp.