Quality Driven Performance &Nbsp; Technology Guarantee Life.

Quality driven technology and life support

Anta will never stop pursuing quality and technology research and development.

Liu Peng, chairman of the Chinese Olympic Committee

Anta Sports Science Laboratory

Plantar pressure test runway

China's sporting goods industry has started since the late 1980s, and has only been in existence for more than 20 years. In the first 10 years, the development of the sporting goods industry has always been bland. In 1999, the "Jinjiang wolves", represented by Anta, began to exert their strength. The sporting goods industry in China came to the new competition pattern, and the rising gold award brand even turned CCTV-5 into a "Jinjiang channel".

The successful holding of the 2008 Beijing Olympic Games not only created many historical records of the first Olympic Games held in China, the first number of gold medals in the 51 gold medals, but also more importantly, it aroused the enthusiasm of all sectors of the Chinese society, called them attention to sports and personal participation in sports, and the sporting goods brand of China also ushered in a golden opportunity for rapid development.

In 2008, China's per capita GDP exceeded 3000 dollars.

This means that the consumption structure of Chinese residents will undergo tremendous changes. The proportion of developing consumption and pleasing consumption will increase significantly, and sports consumption will undoubtedly become a bright spot in the current change of consumption structure.

At present, the per capita sports consumption in Europe and the United States is 300~500 dollars per year, while China's per capita sports consumption is less than 100 yuan per year.

China has a population of 1 billion 300 million, with an annual income of more than 3000 US dollars, 500 million people. If our per capita sports consumption reaches half of Europe and the United States, it will at least form a large market of 2 trillion yuan per year.

Faced with this

To provide consumers with cost-effective and professional sporting goods, Anta always believes that this is the key to breakthroughs in market competition.

Mr. Ding Shizhong, chairman and CEO of Anta's board of directors, said: "the Chinese government's stimulus measures and the revitalization of the sports industry plan will benefit the long-term development of the domestic sporting goods industry.

In the face of the strong demand brought by the rapid growth of the mass sports goods market, we will actively use sports sponsorship resources, conduct marketing activities, and launch high-quality products with high added value to further enhance the differentiation of brands and products.

{page_break}

The driving force of Anta's rapid development

To enhance product quality and differentiation and consolidate Anta's leading position in the market, Anta continuously invested resources to optimize R & D design capability, supply chain management and quality monitoring process.

In addition to strengthening the strength of the internal R & D team and cooperating with the external professional bodies, Anta further optimizes the different operation stages to enhance the management efficiency and efficiency.

In the first half of 2010, Anta launched more than 1700 new shoes, 2000 costumes and 1000 accessories to meet the different needs of consumers.

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.

These data undoubtedly show Anta's strong R & D capability.

It is understood that Anta has maintained a high level of R & D investment, as early as 2005, the establishment of the first sports science laboratory in China, continuous years of R & D costs accounted for more than three percent of sales.

In an interview with reporters, Lai Shixian, executive director of Anta's board of directors, has repeatedly stressed that "only by strengthening product R & D and design capabilities and developing professional and high-quality sporting goods can we further consolidate Anta's leading position in the market."

At the same time, Anta also introduced the world's top designers, invested huge energy to continuously strengthen product design capabilities, set up a world-class R&D system, set up design centers in four places in Beijing, Guangzhou, Hongkong and Tokyo, and established hundreds of design and development teams including Mainland China, Japan, Korea, Italy, the United States, China Taiwan and other countries and regions, and set up joint research and development mechanism with Bill Perterson studio, Catalyst Strategic Design and Belgium Rscan company.

With the continuous improvement of Anta's product design and R & D capabilities, the international competitiveness of Anta products has been further enhanced.

In addition, Anta is also constantly innovating brand marketing mode.

Also last year, Anta officially became a strategic partner of the Chinese Olympic Committee and won the sponsorship of all the 11 International Olympic major events including the Vancouver Winter Olympic Games, Guangzhou Asian Games and London Olympic Games in the next 4 years.

In the next four years, Anta will be accompanied by Chinese athletes in the international highest podium, closely linked with Chinese sports and gold medals, which will further enrich the Anta brand connotation, maintain a high share of Anta market share, and consolidate the leading position of Anta in China's sporting goods industry.

Product diversification consolidating the foundation of competition

With the improvement of social urbanization and income level and the stimulation of people's pursuit of better and healthier lifestyles, the Chinese government has continuously improved the sports facilities in the community to support the development of sports.

Citizens have more opportunities to participate in all kinds of sports and promote the growth of social demand for diversified sporting goods.

In order to fully grasp the business opportunities of different market segments, Anta put forward the strategy of product diversification as early as 2008. So far, a complete diversified product system has been formed, and the brand mix and product mix have been optimized to meet the needs of consumers of different grades and categories.

Anta's strong strength in professional sports products, especially basketball and running series, has laid a professional image for Anta brand and has taken the lead in the mass market.

As early as 2003, Anta began to provide professional basketball shoes for the CBA team, and became a CBA strategic partner in 2004. In 2006, it renewed the contract for 7 years to 2012, and monopolized CBA sports resources for a long time.

The cooperation with CBA for Anta is not only exposure opportunities and brand promotion, but also the accumulation of technology. The first scientific research project undertaken by Anta Sports Science Laboratory in 2005 was to establish the foot database of CBA players. This is also the foot database of the first professional basketball player in Chinese history.

Today, Anta has accumulated foot data of more than 1000 players from 18 teams, which not only provides strong data support for further developing professional basketball shoes products, but also improves the comfort of Anta professional basketball shoes and training basketball shoes.

In addition to consolidating the advantages of basketball, Anta has begun to enrich the tennis product series to further penetrate the tennis product market.

In 2009, Anta also signed the world top ranking women's tennis star Jankovic and China Jinhua Zheng Jie, which further stimulated the development of professional high quality tennis equipment, and further laid the leading position of Anta products in the tennis field.

On the other hand, following the signing of the strategic cooperation partner of the Chinese Olympic Committee in 2009, Anta has also launched a series of "China Olympic Committee concession products". The first generation of Chinese Olympic Committee licensed products represented by the Winter Olympic Games award dress in Vancouver has attracted many people's attention at the winter Olympic Games. The award dress for the Asian Games to be released at the end of this year will soon be released in the expectation of all the people in Guangzhou.

In addition, when Anta launched the sports life series and children's series in 2008, it has gradually expanded the business of children and sports leisure products. So far, the gradually mature product quality and the stable position in children and leisure market have provided a good complement to Anta's diversified product structure.

The diversification of products not only contributes to the construction of channel, but also makes Anta channel healthier; moreover, it improves the profitability of single point, makes the cash flow benign, and even makes meritorious service in breaking the embarrassment of opening stores and holding stores.

From another point of view, providing consumers with diversified choices on the terminal greatly improves customer loyalty.

The practice of product diversification has laid a solid foundation for Anta's rapid entry and in-depth market, as well as the proliferation of brand equity and the formation of competitive advantages, thus greatly creating and enhancing profitability and market recognition.

As Mr. Zhang Tao, vice president of Anta, said, "our strategy of diversification is based on the judgement of market demand.

With the rising living standards of Chinese citizens, consumers are paying more and more attention to the taste of life, and through the pursuit of fashion and fashion costumes to highlight their individuality, consumers' demand for fashionable and fashionable sports products will increase.

The first vitality of technology products

"It may be hard to imagine that there are many research and development results in a pair of sports shoes. For example, the core technology of our original sports soles includes a strong ball shock absorber and a strong bowl shape shock absorber, which avoids the defects of traditional air cushions," said Anta vice president Zhang Tao during a press interview this year.

As the first brand in the domestic market share of 9 consecutive years, Anta sports relies on the professional performance of sports products and the high performance price ratio under the same performance.

R & D is the lifeline of products.

As a successful sports brand, Anta has been paying attention to R & D and innovation for many years, and has grasped the lifeline of the development of science and technology.

In recent years, Anta has maintained a high R & D investment, annual R & D costs account for more than 3% of sales.

In 2009 alone, Anta's R & D investment exceeded 200 million yuan.

High investment has won high returns. At present, Anta has gained the dominant position in the three major fields of science and technology in the footwear industry.

Whether it is the three core requirements of shock absorption, rebound and motion control, or the two major concerns of air permeability and grip, they are four basic requirements for durability, skid resistance, stability and comfort. Anta has acquired rich technical accumulation: the bottom shock absorption technology of sports shoes, core technology (A-CORE), has good twisting resistance and provides excellent shock mitigation performance of the elastic arch (A-SPRING), provides breathable technology for the foot to provide a full range of breathable and refreshing experience - (A-COOL), and absorbs the impact on the heel of sports, reduces the damage probability of slow shock technology (A-RORM), and has excellent wear resistance and skid resistance of indoor and outdoor wear resistant rubber (26600280.00,1.06%) (A-WEARABLE/A-HRADCOURT).

The above technologies are applied in different combinations of Anta shoes, enabling Anta to fully meet the various sports needs of consumers and adapt to different sports characteristics.

Zhang Tao, vice president of Anta, once said, "China's sports industry has ushered in a period of rapid development. This is our judgement of the current market.

We will unremittingly create brand and play the long board of technological innovation to create core competitiveness.

We will continue to increase R & D efforts and pform from labor-intensive enterprises to technology intensive enterprises.

Leading sports science laboratory in China

Since Anta became a strategic partner of the CBA League in 2004, in addition to providing financial guarantee for the event, Anta spent tens of millions of yuan in April 2005 to establish the first high-tech sports science laboratory in China. By joining hands with research institutions and technical experts in related fields, Anta sports science laboratory has become the leading research and development institution in the field of sports goods in China, and has played an increasingly important role.

Over the years, more than 41 national patents have been contributed to Anta, and at the end of last year, it was approved by the national development and Reform Commission as the "national enterprise technology center".

Anta sports laboratory has the leading equipment in the country. The tester can record and simulate the foot movement of the tester truly through a series of equipment, such as a runway, plantar pressure tester, foot scanners, high-speed photography, and so on, so as to provide detailed data for tailored comfortable and fit sports products.

Perhaps from a small story, we can see the important role of Anta Sports Science Laboratory in the whole Anta system: in the 2005 CBA new season, Anta carried out a large-scale technology development action to implement the CBA professional development strategy, and Anta needed to develop "professional basketball shoes" for the 2005-2006 new CBA season.

In May of that year, Anta personnel were pferred to major clubs and training venues to closely interact with CBA players.

They made a careful study of the birth of the new series of basketball shoes.

Together with the team members, they recorded, analyzed and investigated all the sports details in the 20 CBA matches, including the running, jumping, strong confrontation, standing on one foot or two feet, changing direction and abrupt stops on the court players. They asked the athletes and coaches for their skills and actions in order to win the game.

At the same time, they try their best to make Anta products perfect in terms of comfort, protection, shock absorption and bouncing.

CBA players have received Anta's super VIP service, tailored, and changes made according to the players' opinions and suggestions.

It is worth mentioning that Kevin Garnett, the famous NBA, who just signed Anta, arrived at the sports science laboratory in August 3rd. Anta used advanced foot laser scanner to measure Kevin Garnett's foot data, and through foot pressure test, mechanical analysis and a series of tests, he fully understood his foot structure, stress and force, footsteps, different movements and habits.

Compared with the past manual scale measurement, the foot laser scanner has the advantage of high speed and accuracy, and reduces the manual links in the measurement process. It provides technical support for improving the basketball shoe last shape and ensuring the proper fit and comfort of Anta professional basketball shoes.

Anta has not only counted the foot type data of another NBA star after Luis Scola and Francis, but also provided data support for the production of Garnett's boots of December.

The magic "A-CORE"

In the years of Anta labs, A-CORE shock absorption technology is undoubtedly the biggest two points, and Anta's signature technology.

A-CORE is the Chinese word "magnetic core".

Anta pioneered the concept of magnetic core, which is synchronized with international high technology and has unique characteristics in the field of sports shoes development in China.

A-CORE's main functions are focused on CORE and CORE+. After three generations of continuous innovation and upgrading, Anta has become a unique and mature technology.

The human foot is made up of 26 bones and many extensor muscles of the foot. The movement of the foot is a complex process of skeletal / muscular coordination.

Research shows that when people are running, most of them start from the outside side of the heel, and the impact of the heel on the ground is three times that of the body itself.

Therefore, in the process of exercise, the heel, especially the lateral part of the foot, is the key part to avoid shock.

In the experiment at Anta research and development center, the researchers allowed an ordinary raw egg to fall freely from the height of 2 meters to the "A-CORE" material. The eggs were not broken but could rebound at 1 meters.

The strong impact on the ground will be fully absorbed and stored by using Anta's "A-CORE" technology, and will be converted to the next start-up power by up to 50% of energy.

Elastic rubber running shoes green first

If "A-CORE" is the sign of Anta science and technology, then elastic rubber running shoes is the representative of Anta's technology content.

A pair of high quality running shoes is very important for athletes to enjoy the pleasure of running and reduce injuries.

Anta has always provided runners with professional, comfortable and affordable professional running shoes.

Following the introduction of the most popular shoe solo technology "core technology" and "feel glue", in May 2010, Anta elastic rubber running shoes finally went on the market.

Elastic rubber running shoes adopt environmentally friendly degradable materials, which have good ability to resist compression deformation and provide durable movement stability.

At the same time, it can effectively return energy, fatigue resistance is strong, durable, its CONPRESSION SET is less than 10%, RESILIENCE reaches 60%, hardness is lower than shore A30, so its product can maintain good elasticity and comfort, at the same time its elongation (ELONGATON) reaches 80-100%, it can resist the puncture of general sharp objects, and improves the service life of products.

EVA midsole is soft and light, which provides good comfort. Rubber outsole plays an anti slip role. Black rubber is super wear-resistant rubber, which is easy to wear at the bottom of the running shoes. TPU supporting piece is used to support the middle part of the foot to prevent excessive deflection of the foot.

Anta elastic rubber running shoes, using Anta's most advanced technology and the most environmentally-friendly materials, integrates technology and environmental protection. It is a milestone in Anta's R & D, and is the perfect crystallization of Anta's wisdom.

Anta's elastic rubber running shoes not only used degradable and recyclable environment-friendly materials on the material, but Anta also insisted on low carbon production during the whole production process. It can be said that this elastic rubber running shoes are a complete "green boot". It is worth mentioning that these green boots are also well received by NBA's famous forward forward, Kevin Garnett.

Promoting the environmental protection trend of footwear industry

Over the past few years, Anta has begun to carry out environmental awareness in shoe production, implement "green production", prohibit the use of raw materials that pollute the environment, and use renewable materials such as beans and plants as raw materials. The products can not only be recycled, but also will not pollute the environment, and the wearers will feel comfortable.

Facing the environment and resources are the conditions for an enterprise to survive. Anta not only keeps pace with the times, but also takes a far sighted view and practices in an effort to change the way of operation of enterprises with the concept of environmental protection, explore more environmentally friendly production and marketing modes, and gain more competitive advantages.

The strategic shift in saving resources and reducing carbon emissions is the threshold for Anta to break through the low carbon economy. In fact, Anta has been upgrading its technological content for many years, improving its core competitiveness and improving its added value.

At present, Anta not only promotes environmental protection production in the process of shoemaking, but also eliminates the waste gas and pollutants generated in the production process by means of air dedusting, especially soot desulfurization and sewage treatment, so as to further purify the production environment.

Anta is creating a green, healthy and harmonious way to establish environmental awareness at the source. Starting from the popularization of environmental protection shoes, it will inevitably lead to environmental protection in the footwear industry.

Quality control system is strictly controlled.

Anta adopts an omnibearing quality monitoring system, and quality control personnel conduct quality monitoring as early as the product planning stage, so as to ensure that the whole production process is strictly controlled by quality control.

Anta uses ISO and other international testing standards and international testing equipment, so that the internal footwear and clothing conventional quality inspection experts can carry out 300 simultaneous testing items.

In order to help OEM improve its quality, Anta introduced a synchronous sampling inspection system for raw materials so as to detect quality problems early.

In addition, Anta also sent personnel to the production base of self run factories and suppliers to conduct on-site inspection of the production process and finished products, so as to ensure that the finished products meet the quality standards set by the state.

Anta's rigorous style of product quality management has gained international and national recognition and certification.

In 2009, Anta was awarded the "2009 CTC certification certificate" through the CTC certification of the international footwear and leather products verification institution with more than a hundred years of history. This proves that Anta is working in optimizing production and quality control.

In addition, Anta's shoes and clothing products have passed the ISO9001 quality management system certification.

Over the years, Anta has continued to make great strides in the pursuit of product quality and scientific and technological research and development. At the same time, it also conveys the idea of sports life, healthy life and green life, and integrates the sportsmanship beyond self into every person's life.

On this road, Anta will always go on, never meet, never stop, because Anta - never stop.