Anta Will Further Enhance The Differentiation Of Brands And Products And Get More Market.

August 31st, August 16th, the leading sporting goods company in China Anta Sports first announced the first half of this year. Benefit from brand In the first half of, value enhancement, distribution network expansion and leading product R & D and design were among other factors. Turnover Increased by 22.6% to about 3 billion 450 million yuan, gross profit rose 29.1% to about 1 billion 510 million yuan, and profit attributable to shareholders increased 25% to 760 million over the same period last year.

"This moment, for China", the interests of the Chinese Olympic Committee partners enhance the value of Anta brand.

Olympic Games are important. Marketing One of the resources. Since signing in 2009 to become a strategic partner of the Chinese Olympic Committee and winning the costume rights of the Chinese sports delegation in 4 years, Anta has been carrying on the market movement around this gold marketing resource, so as to gradually establish the brand impression of "Anta represents China's physical education". "We hope that in the future, we can mention that China Sports think of Anta, and Anta will think of Chinese sports," said Ding Shizhong, chairman and CEO of Anta's board of directors.

The Vancouver Winter Olympics at the beginning of this year is the first core competition since Anta signed the Chinese Olympic Committee. It is also an important marketing opportunity for Anta. To this end, in addition to the inherent Chinese sports delegation's Winter Olympic Games, Jin Yangyang has signed the three Chinese synchronized skating pairs, including the first Chinese Winter Olympic champion, Zhou Yang, Shen Xue / Zhao Hongbo, Pang Ching / Tong Jian, Zhang Dan / Zhang Hao, and the 10 Chinese Ice Skating Athletes, including the world champion of the freestyle skiing world, and the 10 Chinese ice sports athletes. They call the "China snow and ice corps" power, call the slogan "this moment for China", integrate television advertisements, network interaction and other means, and call for more people to pay attention to the Winter Olympic Games and the Chinese sports. At the same time, Anta also launched "road cheer for the Winter Olympic Games" for many cities in Changchun, Harbin and Wuhan, so that terminal consumers can enjoy the Winter Olympic award dress, feel the passion of Winter Olympic Games and cheer for China.

Effective investment wins high returns. The Chinese Winter Olympic delegation won the best record of 5 gold and 2 silver. Among them, Anta spokesperson Zhou Yang, Shen Xue / Zhao Hongbo, Pang Qing / Tong Jian and Li Nina picked up 3 gold and 2 silver. Chinese athletes, dressed in Anta's award dress and boarded the highest podium, and all kinds of celebration meetings and press conference gathered at Anta's "Chinese home", not only greatly increased the brand exposure opportunity of Anta, but also deepened the brand image of Anta on behalf of China sports. Terminal market research data show that Anta Winter Olympic award dress has been well received, Anta brand value has also been a breakthrough. Previously, Forbes, the world's leading financial magazine, named "2010 China's best brand value". Anta's outstanding marketing performance, such as winter Olympics sponsorship, jumped to twenty-first place, and surpassed Mengniu, Haier and many other famous brands with its brand value of about 5 billion 270 million yuan.

2010 is the sports year, the first Olympic Youth Games in Singapore and the Asian Games in Guangzhou in November. Anta will also provide awards for Chinese sports delegations, and their outstanding performance will greatly increase the exposure of Anta brand and further enhance the public's impression of Anta's "China Sports" brand. Anta will also design specialized consumer interaction and marketing activities around the Asian Games, and optimize the "COC licensed product area" in Anta's important stores, with a view to breaking through the marketing opportunities of the Asian Games.

Top speakers are excellent. Anta is widely recognized.

Sports is the belief of sporting goods enterprises, and also the root of sports goods brands. By sponsoring professional sports events and professional athletes, on the one hand, the brand awareness of Anta has been enhanced. On the other hand, Anta's professional image has been greatly improved due to the outstanding performance of professional athletes.

In basketball, Anta holds the most influential Basketball League CBA in China, the CUBA popular among college students and the sponsorship rights of CCTV's only professional basketball program "basketball park", forming Anta basketball "Pyramid". Scola, Anta's basketball spokesperson - the core of the NBA rockets, arrived in Beijing in May and renewed the contract with Anta for another 3 years, which constituted the international competitiveness of Anta's basketball field. Just past the beginning of August, the NBA superstar Kevin Garnett joined in building a spire for Anta basketball "Pyramid". His participation in Anta brand recognition and brand reputation, as well as the promotion of credibility in basketball category is self-evident.

In tennis, Anta successfully signed the former world first female net player Jankovic and "China Jinhua" Zheng Jie in 2009. In the first half of this year, Zheng Jie won the first four Australian Open Tennis Championships and won the doubles title two times in the Malaysia open and San Diego open. Jankovic, an international tennis player, has also done well, which has greatly enhanced the relevance of Anta to international professional tennis.

The number of stores increased by more than 7000 in the second half of this year will further accelerate the expansion.

In the first half of this year, the number of Anta brand stores increased by 461 to 7052. It has become one of the only 2 sporting goods brands in China with "7 prefix" shops, and has maintained the leading edge of Anta distribution network. In addition, in order to better grasp the huge business opportunities of online shopping, Anta set up an official flagship store on Taobao network to seize the e-commerce market.

In the second half of this year, Anta will continue to accelerate the expansion of distribution networks. Ding Shizhong, chairman and CEO of Anta's board of directors, said at the press conference on mid term results that by the end of this year, the number of Anta brand stores had increased to 7400, the lifestyle shops increased to 600, and the children's stores increased to 350, which was higher than that at the beginning of this year. With the government's favorable economic policies coming out, it will help to increase the purchasing power of Chinese consumers and the sensitivity and concern of the masses to brands. The rapid development of the two or three tier cities has made Anta optimistic about China's sporting goods market.

R & D competitive advantage to meet different needs of consumers

Technological innovation is the only way for enterprise development. Anta always regards technological innovation as the core competitiveness of enterprises and the key to leading the industry. At present, Anta sports science laboratory has contributed more than 41 national patents to Anta, and was approved by the national development and Reform Commission at the end of last year to become the first and only national enterprise technology center in the sporting goods industry.

It is based on this technology development and design advantages that Anta launched more than 1700 new shoes, 2000 costumes and 1000 accessories in the first half of this year. Among them, the elastic rubber running shoes, which were officially listed in May, have comprehensively optimized the patented technology of Anta elastic glue, and adopted environmental degradable materials in an all-round way to ensure the safety of motion with powerful earthquake mitigation functions and achieve environmental protection demands.

"Our government's stimulus measures and the revitalization of the sports industry plan will benefit the long-term development of the domestic sporting goods industry," said Ding Shizhong, chairman and CEO of Anta sports board. "In the face of the strong demand brought by the rapid growth of the mass sports goods market, we will actively make good use of Sports Sponsorship Resources, conduct marketing activities, and launch high-quality products with high added value, so as to further enhance the differentiation of brands and products. We will further strengthen the competitive advantage and leading position in the mass market and gain more market share. "