The Magic Weapon Of Anta'S Success: The Brand Concept Of "Value For Money"

After the April 2nd Olympic Games, the golden age of China's sporting goods industry seems to have arrived. Anta As a representative, the rapid rise of a number of local sporting goods companies reproduced the home appliances and IT fields in the same year. brand Since 2009, the rapid growth of local brands and the decline of international brands seem to be an irreversible trend. "2011 is bound to be a fast growing year". When analyzing the industry form of the past year, an insider judged this way.

It is undeniable that the Beijing Olympic Games and Guangzhou The Asian Games really contributed to the great improvement of the concept of sports in China. When the white haired old people went down to kindergartens, suddenly, the "sports wind" has become the standard in wardrobe. Sports shoes and jerseys have become the norm of most people's leisure time. In contrast, the Chinese people's calm attitude towards domestic brands, a generation of consumers who have long been fascinated by international brands such as Nike and Adi, have quietly moved to the society. They suddenly discovered that when their little teacher and younger sister, 16 year old girl next door, and their tutors suddenly wore a Anta together with them, they must admit that a new era is coming.

The promotion of brand value is an indisputable fact. In the international arena, domestic brands have become frequent customers. Many NBA stars have become the endorsement of domestic brands, including those of Battier and Scola in the past, and the most concerned Kevin Garnett in 2010. Domestic sporting goods companies have become accustomed to using international brand thinking and means to package brands. However, this is not all, the product is still the absolute principle. "It is undeniable that domestic brands are more familiar with China's local market and can better understand the understanding of Chinese consumers' unique aesthetic orientation, which is a key factor in consumer choice and trust." A media veteran who has attended hundreds of sports brands in large and small countries and abroad thinks so.

In the face of consumers, each brand has its own magic weapon to win. As the leading sporting goods brand, Anta always believes that "value for money" is the key to Anta's success. "In the same price range, Anta can provide better quality products." Zhang Tao, vice president of Anta, said. The concept of "value for money" provides consumers with the best cost-effective products and services, so that consumers can feel the value experience Anta gives and enjoy the happiness brought by sports better. In order to achieve this, Anta continuously promotes its brand value and continues its technological innovation, which embodies the whole process guarantee mechanism of R & D, manufacturing, quality monitoring and storefront service.

The pursuit of high quality gives consumers the best experience.

"In fact, we have been thinking about how to create a product of" value for money "and how to make this product meet with consumers. Zhang Tao concluded, "first, in the design stage, you have to ensure its performance, whether it can form effective sports protection; then, whether the production process is ahead of schedule, whether the parameters meet the design standards; then, we must have a strict quality supervision system to check whether the products are qualified and qualified products can be listed as the final products for consumers." Anta has always hoped that through its own efforts, consumers can enjoy the professional sports fun brought by cost-effective products. In this sense, this is not an overnight effort.

A few days ago, Tan Wanchang, manager of Anta quality management center, told the media about Anta's technological innovation. To meet the needs of consumers for different backgrounds and habits, Anta set up a design center in Beijing, Shanghai and the United States as early as 2000. The design team came from mainland China, but also from all parts of the world including China, Taiwan, Japan, Korea, Italy and the United States, and established joint research and development institutions with the United States, Europe and Japan.

Last year, Anta launched more than 2100 new shoes, 3700 costumes and 2000 accessories on the market to meet the needs and needs of different consumers. Among them, the elastic rubber running shoes, which were officially listed in May 2010, 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. At the same time, Anta keeps its attention to the world's cutting-edge technology and deepens cooperation with leading industries such as Huntsman, DuPont and 3M. It introduces the most advanced antibacterial technology and new technology materials such as Teflon and new Shirley, so that consumers can enjoy a more comfortable wearing experience. {page_break}

In recent years, Anta has been maintaining high investment in technology research and development. "In 2005, Anta spent about 30000000 yuan to set up the first sports science laboratory in China, developing sports technology and functional design based on the athletes' body data. Today, the laboratory has contributed more than 40 state-level patented technologies. Over the years, Anta has been focusing on investment in R & D. The R & D design cost has increased by nearly 100 times from 2 million in 1991 to more than two billion per year at 3% per year. " Anta quality management center Tan manager said, "high-tech sports shoes is a product value-added, we want to let all consumers feel the high enjoyment of Anta products, at the same time, this is also a company's responsibility to users."

"We did a lot of work because the product reflected the conscience of the enterprise." It is the quality of Anta's peace of mind and steadfast quality that has laid the leading position in the sports industry in China today. In fact, it is such a group of conscientious sporting goods enterprises that have made the glorious rise of domestic brands. It is also proved once again that only the quality is excellent, can the whole core competitiveness be achieved, and the whole industry will move towards a brilliant tomorrow.

Quality control system and strict quality control

As a matter of fact, the result of the long run of the market is that a number of shoddy enterprises are eliminated, and the rest is bound to be mature enterprises that are carefully crafted for every link. This is not only reflected in the design and production process of the source, but also whether there is a scientific and reasonable internal quality inspection for the molded products, which is an essential step in pursuit of high quality. In this respect, Anta can be called "harsh". For factory products, it is necessary to pass strict quality control system before meeting with consumers.

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.

In order to ensure the maximum interests of consumers, Anta has also set up a consumer protection mechanism. Once problems are found, the products will be promptly reported and dealt with in a timely manner, giving consumers a satisfactory reply. There are more than 70 regulations on store management in the hands of Anta terminal retailers, and even detailed specifications for clothing stacking and placing. Some "mysterious customers" who often fly around the country secretly collect evidence of illegal store activities, and punish them according to the rules, or reward retailers who conform to the rules.

Anta's rigorous style of product quality management has gained international and national recognition and certification. In 2009, Anta was awarded the 2009CTC certification by CTC, an international footwear and leather products validation institution with a history of over a hundred years. 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.

Rely on scientific and technological innovation to build core competitiveness of enterprises

Ding Shizhong, chairman and CEO of Anta's board of directors, said: "technology R & D is the lifeline of products, and technology is the lifeblood of Anta". Over the years, Anta has been focusing on R & D investment. Over the years, the R & D expenditure of Anta technology center has been over 3% of sales revenue, so as to ensure that research and development capabilities have been continuously strengthened. Anta technology center has more than 10000 square meters, and has over 1000 outstanding science and technology personnel and technical management personnel. Whether hardware or software, Anta's R & D strength is in the leading position in the domestic sporting goods industry.

In the competitive sports products industry, how did Anta get out of its own professional road? Tan explains: the first technical project after the establishment of Anta sports science laboratory is to develop professional basketball players' foot type rule and standard last type design. {page_break}

Increase the research and development efforts of CBA, running and other special sports, while continuing core technology related products, professionalism is implemented, and professional events and special equipment "linkage". Driven by professional events, the rapid development of special sports equipment reflects the professional design and production level of Anta. When we investigated all the athletes in CBA club, the satisfaction of Anta products increased from 97% to 70%. Before Anta's sponsorship, 95% of the CBA club players were dressed in foreign sports brands, and now 95% wear domestic brands. The familiar Anta spokesmen, NBA stars Kevin Garnett and Louis Scola, use these double shock absorption technologies, the moisture absorption and sweating technology in the clothing field, and the top three technologies such as "three defense" functions, so that they can better play on the field and get a bigger breakthrough in their achievements.

In December 2009, the Anta sports science laboratory was recognized by the national development and Reform Commission as the "state-level enterprise technology center". This is the first international enterprise technology center that the Chinese sporting goods industry has been recognized by the state. When the state leaders inspected Anta, they gave a high evaluation of Anta's development. "Labor-intensive enterprises can also be technology intensive, and Anta treats a pair of shoes as a technology product. We should not belittle the labor-intensive enterprises. They also have technological content and creative inventions. We should actively promote the spanformation of labor-intensive industries to technology intensive industries. "

It is precisely because of its ability to compete with the world's top science and technology sports science laboratories, so that Anta in cooperation with the Chinese Olympic Committee, showing strong technological strength. Let me give you a simple example. Last November Asian Games in Guangzhou, Anta's award winning clothing for the Chinese delegation was perfect. Only for the fitting of the award winning sleeves, Anta introduced the technology of laser hot cutting. It not only needed to introduce a super large hot KTK machine with a price of more than 200 thousand yuan, but also needed a line of workers to learn the operation of new machines. This machine needs 15 workers to operate, with an average output of only 200 pieces per day.

"Sword" action to reshape the healthy market environment

It is also because Anta has such a remarkable performance that it has been favored by some lawless elements. A large number of counterfeit products into the market, shoddy, hurt not only the interests of consumers, but also a huge impact on Anta brand. This is not only a problem that Anta needs to solve, it represents the dilemma of a series of rising national brands in China. Nowadays, a number of "national brands" have sprung up in China. These ethnic enterprises have grasped the core technology of independent intellectual property rights, have brand advantages, have good management experience and corporate culture, and have been leading in the industry. At the same time, they have also become the object of counterfeiting sellers. They are suffering from infringement and need to be protected urgently.

In order to implement the unified plan of the State Council on carrying out special actions against intellectual property rights and counterfeiting and selling fake and shoddy commodities, earnestly safeguard the legitimate rights and interests of the rights holders and consumers' health and safety, and provide a strong legal guarantee for scientific development and building an innovative country, the Ministry of public security decided to organize nationwide public security organs from November 2010 to the end of March 2011 to launch a special action against crimes of infringing intellectual property rights and manufacturing and selling fake and inferior commodities. As a leading enterprise in Jinjiang, Anta has worked with the local industry and Commerce Bureau and the public security bureau to carry out this task. It fundamentally reconstructs the lawless elements of counterfeiting and selling counterfeit goods, reconstructs fair and healthy market consumption environment, protects consumers' rights and interests, and demonstrates Anta's determination to strengthen the protection of independent intellectual property rights.

According to Huang Wenting, director of the Ministry of legal affairs of Anta, Anta has long attached importance to the work of counterfeiting and safeguarding rights. Since 2006, special departments have been set up to cooperate with industry and Commerce and public security to carry out this work. A long-term mechanism has been formed, which effectively cracked down on criminals who made and sold counterfeit Anta products, and fully protected the legitimate rights and interests of enterprises and consumers.

The deployment of the "sword sword" in Jinjiang has been carried out in a meticulous manner, with a large scale of law enforcement and thorough investigation and treatment. It is the first time in the city's industrial and commercial system, which has aroused great repercussions in the society. In the first quarter of 2011, only in the first quarter of 2011, there were nearly 30 cases of crack down on counterfeiting and trademark protection by public security, industry and commerce, and 6 cases of criminal cases. Anta seized nearly 30 thousand pairs of shoes and 5000 pairs of shoes, and captured 7 suspects. It saved tens of millions of dollars in economic losses for enterprises. At the same time, it also greatly deterred criminals and produced good social effects. {page_break}

Guarding China's "national brand" and strengthening the protection of intellectual property rights

In addition to taking practical actions to safeguard consumers and self interests, Anta also actively advocates the nation's awareness of protecting national brands. At the two sessions of this year, Ding Shizhong, chairman and CEO of Anta's board of directors, also put his sights on the field of intellectual property protection in his capacity as deputy to the people's Congress. He put forward a proposal to increase the protection of intellectual property rights and protect China's "national brand".

With the continuous progress of reform and opening up, China's intellectual property system has been gradually established and perfected. It has taken more than 30 years to go through the centuries of developed countries. With China's economic development entering a new stage, a number of influential "national brands" have sprung up in China. They have grasped the core technology of independent intellectual property rights and have brand advantages, and have put forward a new topic for the protection of intellectual property rights in China.

"In China, unfair competition such as" brand name "attacks national brands. Take Anta as an example. In recent years, there have been a number of brand names similar to Anta, similar in logo and logo, similar in advertising language, and consistent in the industry, which has seriously violated the intellectual property rights of Anta brand. Huang Wenting said.

"At present, at least 15% of China's enterprises are registered abroad, and the number of registered trademarks abroad is more than 100 per year." Huang Wenting said that our sporting goods industry has found that Chinese brands such as "Anta" and "PEAK" have been snatch and put into the market overseas. But because of the quality reasons, they are not recognized by consumers, making Chinese sporting goods brands and "made in China" challenged in the local market and worsening the competitive environment.

Ding Shizhong put forward 8 proposals: persistently combating intellectual property crime and strengthening centralized destruction; strengthening the protection of the right to know the infringed, assisting the infringed in timely and effective recourse, deepening the protection of intellectual property rights, increasing the enforcement of intellectual property rights, strengthening law enforcement cooperation among all localities and departments, strengthening international cooperation, building a global network of crack down on infringement, strictly protecting the intellectual property rights of our national brands overseas, establishing a recognition mechanism for intellectual property protection, creating a recognition mechanism for intellectual property rights in the society, increasing the intensity of the fight against network infringement, and improving the network operation environment; awakening the consciousness of self-protection of entrepreneurs' intellectual property rights, and starting the evaluation of intellectual property rights. Therefore

The implementation of intellectual property strategy has an important supporting role in speeding up the construction of innovative country and economic and social development in China. It safeguards the innovation power of individuals, enterprises and the whole country from the system, and it is of great significance to spanform the development mode, improve the quality of development and expand the space for development in China's economic field. It is hoped that there will be more guardian of Chinese "national brand" like Anta, expecting that the state can give more care and support to local enterprises such as Anta, which have independent intellectual property rights, so that they can more and better give back to consumers and give back to society.