Anta President Zheng Jie: Strengthening The Construction Of E-Commerce

On May 18th, 16, the twenty-eighth China International Sporting Goods Fair was successfully concluded at the Chengdu New Century International Convention and Exhibition Center. As a partner of the Chinese Olympic Committee, Anta sports show that the Chinese sports delegation's award equipment for major events in recent years has become a highlight of the sports Expo. Anta brand CEO Zheng Jie In an interview with reporters at the Expo, Anta will intensify its efforts to build e-commerce in the next few years. The following is an interview:

Reporter: what is the theme of Anta's participation? What's the point?

Zheng Jie: this exhibition mainly shows the cooperation between Anta and COC. Anta has displayed the award winning equipment of the Chinese legion, including the Vancouver Winter Olympic Games, Guangzhou Asian Games, Hongkong East Asian Games and Kazakhstan Asian Winter Games, four international major comprehensive events. Standing in the Anta exhibition area, facing the awards equipment of various events, and playing the winning picture in the huge LED video, the visitors feel like sharing the excitement and glory of the Chinese athletes contributing to the people.

Anta uses the award winning equipment that represents the highest honor to share the pride and pride of Chinese sports, consolidate the leading brand image of Anta sporting goods industry, and strengthen the correlation between Anta and COC: Anta sports show Chinese sports delegation's award equipment for major events in recent years, reproduce the exciting moment of Chinese Sports, and let the audience experience and share the splendor of Chinese sports in the most direct way. The continuous creation of Anta's brand image on behalf of China has played a positive role in promoting the development of Chinese sports and promoting the popularization of the national fitness campaign.

Reporter: what has been achieved by Anta and COC cooperation so far?

Zheng Jie: mainly in terms of brand promotion and product upgrading.

In 2009, Anta signed a contract with the Chinese Olympic Committee to become a partner. It won the marketing and dissemination resources of 11 top international events including the Vancouver Winter Olympic Games, Guangzhou Asian Games and London Olympic Games, laying the foundation for Anta's brand promotion. In addition, it has obtained huge market development resources at the core of the Chinese Olympic Committee and Chinese sports delegation. It has entered the new marketing resources around the identity of the Chinese Olympic Committee, and has maximized the Olympic marketing resources to effectively enhance the brand influence and development space.

The cooperation with the Chinese Olympic Committee and the Chinese sports delegation provides an ideal platform for Anta to develop advanced technology and materials, so as to establish a good foundation for the future use of new technologies in the mass market. In 2010, Anta launched more than 2100 new shoes, 3700 costumes and 2000 accessories to meet the tastes and needs of different consumers. In the past series of events, Anta has strengthened the correlation between Anta and the Chinese Olympic Committee and the Chinese sports delegation, and narrowed the distance from the public with a continuous and effective publicity campaign.

Reporter: what are the plans for Anta's enterprise development (brand building) in the coming years?

Zheng Jie: first of all, we should strengthen R & D and continuously enhance brand reputation.

In 2005, Anta spent about 30000000 yuan to set up the first sports science laboratory in China, developing sports technology and functional design according to the athletes' body data. Today, the laboratory has contributed more than 40 state-level patented technologies. 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 Chinese sporting goods industry and the only state-level enterprise technology center recognized by the state so far. Over the years, Anta has been focusing on R & D investment, and the R & D design cost has increased by nearly 100 times from 2 million in 1991 to more than 2 billion per year at 3% per year. Up to now, a considerable proportion of the national standards on Sports Science, such as sportswear and sports shoes, have come from the Anta sports science laboratory. Anta sports science laboratory has applied the new technologies such as "Shu Jiao Jiao", "professional athlete foot database" and "stereoscopic cutting of ergonomics" and so on to provide consumers with the best and most professional sports equipment. {page_break}

Secondly, it will further enrich children, women's series, sports life and other product lines.

For example, in March 15th this year, the launch of the Anta women's sports new product launch theme, which was based on the "heart beat" theme, was held in Beijing. It was officially announced that Anta will accelerate its entry into the women's market. The Diving Queen Guo Jingjing, dolphin Princess Jane Zhang will join the Chinese Golden Flower Zheng Jie to endorse the Anta women's sports series, interpret the new women's movement concept of "breaking the heart beat", encourage female friends to join in the movement, release the inner energy and bloom the wonderful self.

At the same time, we will intensify the construction of e-commerce. E-commerce is one of the important blue ocean areas and development trends of Anta in the future. We will focus on building e-commerce mode. Anta will continue to improve and unify the management of network sales channels, strictly control the online and offline channels, form product differentiation, promote the integration of digital marketing department activities with e-commerce sales, increase investment in IT, logistics, improve hardware and software conditions, strengthen resource integration on line and online, and ultimately achieve faster and better development of Anta e-commerce.