Anta: From CBA To NBA

China's sporting goods brand "deliberate" to create an international brand influence, there are two main purposes, one is the international influence of domestic, China's brand upgrade to "international brand", enhance the brand's influence and height in the country, and effectively promote sales; two, with the help of international fame, expand overseas market business.

In most parts of the world, excess products need to rely on brand awareness to enhance the competitive edge of a product and promote sales. It is necessary to attract overseas distributors and give market confidence by means of popularity.

Anta's plan to move from China to the world will surely upgrade these strategies, for example, considering the sponsorship and cooperation of large international events and sports teams, with the help of advertising and promotion of overseas media.

In late June 2007, before the launch of Anta's listing in Hong Kong, rocket investment took the initiative to show its investment intentions.

Rocket investment is the investment company of NBA rocket owner Alexander.

Finally, the rich and shrewd boss invested $thirty million to subscribe for about 8.2% of Anta's shares, becoming the largest shareholder of Anta overseas.

This investment is Anta's biggest unexpected investment, but its importance is not reflected in the financing itself. The docking of resources and the realization of a win-win situation may be a situation that the two sides are more willing to see.

Lining is the first Chinese sporting goods brand to sign NBA players in China. Damon Jones and shark O'neal have returned to their ranks.

In 2006, PEAK, a sports brand specializing in basketball shoes in Quanzhou, signed the Rockets' Battier, becoming one of the first enterprises in Quanzhou to take the lead in holding NBA foreign stars.

"I CAN PLAY" and "NBA market partners" have become PEAK's most popular promotional content.

Lining continued to exert power and signed Hayes. The Rockets' increasing attention is one of the important reasons.

In October 18, 2007, Anta formally signed with the famous American player Francis. Francis and Anta Vice President Mao Ying Ying shook hands in the United States.

It is reported that Anta signed 2 years with Francis, in these 2 years, he will use Anta basketball shoes in all competitions and training.

The outstanding basketball player is skilled in speaking skills. At the signing ceremony, he said to everyone: "I am very honored to be able to cooperate with the best sporting goods brand in China.

After Yao Ming, I met a Chinese friend, Anta. Next time when Yao Ming was in trouble on the court, I would tell him in Chinese - never stop.

The Rockets boss sees more than just their skills, but also the huge Chinese market behind him.

Chinese audiences continue to boost the ratings of the Rockets, and the Rockets' boss's money is rolling in.

So they launched the "YY war" in November 10, 2007 - the Rockets' (Yao Ming) competition against the bucks (Yi Jianlian).

NBA carefully arranged the match on Saturday morning of Beijing time, carefully designed advertisements to cater to Chinese customs, and so on, in order to please the huge market behind them.

On the day before the "YY war", in November 9th, Ding Zhizhong and Xu Yang flew to Houston. At the TOYOTA center of the Rockets, Argentina forward Luis Scola raised his Anta basketball uniform and became her spokesman.

In addition, Anta has signed Rockets coach Adelman.

Ding Zhizhong, who had a serious face, saw the Rockets' boss's "DING" No. 1 jersey for the sake of "curry favor with him" and finally laughed.

The mood of both sides is very happy. Ding Zhizhong said: "Anta sports long-term product and brand development strategy system has successfully declared a new stage. In the future, the two sides will carry out business development and market promotion cooperation on the basis of strategic cooperation."

Foreigners may be more honest. Apart from saying "resource interchange and market share", they are also honest about the truth of Anta through China.

"I am very optimistic about the long-term strategic alliance with Anta, which will help our resources exchange and market share.

Anta is one of my favorite brands in China. I am very glad to be able to face the world's largest sports market, China, "Alexander said.

For Chinese brands to become "international brands" in order to achieve brand upgrading, it is significant to join the rockets and Scola and Francis. For Alexander, who owns nearly 10% of Anta, supporting Anta can bring him huge profits from sales growth and stock price rise.

In order to impress Scola and Francis, Anta signed Jordan, the famous designer of air cushion shoes, as a partner.

It is understood that Petersen has devoted many years to the research of sports shoes shock absorption technology, and created the visible air cushion shoes.

Around March of this year, Pedersen launched a new product specially designed for Anta.

Working with world-class designers will fundamentally enhance the technical content and design level of Anta products.

In the increasingly serious homogenization today, design and brand are becoming more and more crucial to the footwear industry.

Anta has launched the sub brand named Francis and Scola, and created the professional basketball shoes image with their influence.

In the strategic alliance between Anta and rocket, there is an important content: in summer, young potential athletes from China will be sent to the training camp of rocket pre season training camp, using rocket training system and advanced training technology to help them improve their competitive level, so as to enhance the overall level of Chinese basketball.

Through the high-end training to enhance the performance of the CBA League, it will enable Anta to discover potential players and gain marketing opportunities ahead of time.

It has been commented that "from an unknown CBA of the year, 3 years later, we can get through NBA, which means that the Anta is eager to grow stronger, which means a greater recognition of the market and consumers."