Anta is a very convincing case in strengthening the brand's core competitiveness. As one of the leading sports brands in China, Anta group has regarded its own core technology as the lifeline of its brand after establishing the direction of brand development. Ding Zhizhong, President of Anta group, told reporters that the rapid development of Anta brand in recent years is mainly due to continuous technological innovation and brand marketing innovation.
Anta science laboratory is the leading research and development organization in the field of sports products in China. It has advanced scientific research equipment such as magnetic core testing machine, shoe pattern friction tester, folding tester and so on. Reporters saw here that the tester can get a "Anta sports science laboratory test report" as soon as she runs through the professional runway and tests under foot pressure tester, foot scanner and high-speed camera. "This test report can explain the cause of foot injury and guide you to choose the shoes that are most suitable for you." Ding Zhizhong said that this is the excellent achievement of Anta group in implementing independent innovation. At present, the lab has contributed more than 41 national patents to Anta.
At the same time, Anta continues to innovate brand marketing mode. In 2009, Anta joined hands with the Chinese Olympic Committee and won the sponsorship of all the 11 major Olympic events in the next 4 years, including the Asian Games and the Olympic Games. "Anta's brand marketing has developed from simple media advertising to event marketing." According to relevant information, Anta group's turnover increased 27.7% in the first half of 2009, reaching 2 billion 820 million yuan, with gross profit margin reaching 41.5%.
Individual innovation often becomes an opportunity for collective innovation. The successful cases of Anta played an exemplary role in the footwear industry in Jinjiang. Jinjiang shoe making enterprises, which are committed to industrial transformation and upgrading, continue to intensify technological innovation and develop their products. At present, Jinjiang, such as Jordan, 31st degree, and other independent brand enterprises, closely combine the innovation and brand influence of enterprises, and use high-tech to enhance the added value of products. Nearly 300 enterprises in Jinjiang have established product R & D institutions, and more than 40 enterprises and their R & D institutions have been identified as provincial-level enterprise technology centers.
Source: Economic Daily
