Anta Achieved A Brilliant &Nbsp In The First Half Of The Year, And Is About To Enter The Era Of Wan Dian.

Recently, Anta Announced the first half of 2011 Annual Report. Data show that as of June 30th this year, Anta sales reached 4 billion 451 million yuan (the same below), an increase of 28.9% over the same period, operating profit of 1 billion 96 million, an increase of 22.5% over the same period last year. Thanks to the rapid development of the national economy, the demand for sports goods market is expanding. Anta is in the market. brand At the time of its birth 20th anniversary, it has achieved excellent results and inspired confidence in the national sports brand. It also shows a new round of rapid growth in the sports industry.

　　 A good harvest is coming soon.

In the first half of 2010, Anta achieved sales of 3 billion 453 million yuan, with annual sales of 7 billion 408 million yuan. In the first half of this year, sales increased by 998 million yuan over the same period last year, and the growth rate was 6.3 percentage points higher than that of last year. At the same time, Anta's orders in the third and fourth quarters were ideal, up 20% and 25% respectively compared with the same period last year. Anta has another "bumper harvest year". It is reported that Anta also plans to increase Anta stores, sports life series stores, children's series stores and its FILA stores to 8200, 1100, 600 and 300 stores by the end of 2011, so that the total number of stores will exceed 10000, leading the way into the operation of the brand shop.

　 Anta in Beijing Capital Gymnasium Flagship store

Ding Shizhong, chairman of Anta's board of directors, said: "thanks to the strong start of domestic demand and the vigorous advocacy and guidance of the government on the idea of" national fitness ", Anta is confident of the future. We believe that the market for mass sports goods will remain relatively fast. The resulting market demand is the premise and foundation for Anta's rapid growth. Anta's excellent performance and some of its recent international brands have also verified the healthy development trend of the industry.

　　 Diversify marketing strategies to further enhance brand value

In response to the upsurge in Anta's performance, Ding Shizhong believes that excellent brand operation and the resulting market recognition are still the main reasons for its good performance.

Since the beginning of 2009, Anta has successfully held the Chinese Olympic Committee and won the rights of 11 world-class competitions, including the 2012 London Olympic Games, the 2010 Winter Olympic Games, the 2010 Asian Games in Guangzhou, and so on. The brand promotion plan has been launched for four years. In the past year, thanks to the brilliant performance of the Chinese Legion in the Vancouver Winter Olympic Games and the Guangzhou Asian Games, Anta has successfully become the national brand "representing China and representing the essence of sports" in the eyes of consumers. And next year's London Olympic Games, Anta will also accompany Chinese athletes to glory on the highest podium, helping the Chinese Legion to create a brilliant future.

Ding Shizhong said: "we are constantly enriching the spokesperson and sponsoring resources, and combining the interactive marketing activities to convey the professional quality image of Anta to the target consumers. Anta's continuous cooperation with the Chinese Olympic Committee and the Chinese sports delegation has not only helped to strengthen the leading edge of the brand, but also contribute to the development of the sports industry. The Chinese delegation won the seventh Asian Winter Games in February. Anta's award winning equipment once again accompanied outstanding athletes to attend the opening, closing and award ceremonies. In June, Anta sports also sponsored the Olympic day long run to celebrate the birth of the International Olympic Day and promote the spirit of the "national sports". The event was held in nine cities, breaking the record of attendance in the past and attracting nearly thirty thousand sports fans.

Ding Shizhong also told reporters: "Anta continues to promote" A-Jelly elastic glue "running shoes to enhance the correlation between Anta and running. We combine television advertising, store publicity and online games, and launch interactive websites with consumers to enhance the sales performance and brand reputation of running shoes. In addition, Anta has stepped up publicity efforts in women's sporting goods series in order to fully grasp the development potential of women's sports market. Anta has won the Olympic champion. Guo Jingjing, the queen of the Diving Queen, Jane Zhang, and the tennis player Zheng Jie are the spokesmen of the new series. We hope to promote the development of the sports industry through advocating more women's participation.

At the same time, Anta continues to consolidate its brand in basketball, including the "fearless upward" cooperation with NBA superstar Kevin Garnett, the third China trip of Scola, the All-Star weekend with CBA and the championship contest of "the integration of water and fire" and so on. It not only greatly strengthens the correlation between Anta and basketball, but also helps Anta promote the development of Chinese basketball.

　 Terminal, commodity and technology are three essential factors for rapid development.

Anta sports continues to strengthen the penetration of high growth potential areas and further optimize shop lots and areas. In June 30, 2011, Anta managed the national distribution network through about 60 regional distributors. The number of Anta brand stores increased to 7844. Anta also relies on network advantages to expand the influence of sports and leisure and children's sporting goods market. Anta strategically strengthens the influence of e-commerce, and cooperates with Taobao, Le Tao, Amazon and Holland buying platforms to attract more online shoppers.

Anta's flexible supply chain and efficient execution capabilities enable it to react quickly in a volatile market. Anta's procurement team has strengthened the cost monitoring system to closely monitor the cost trend under inflation and ensure that the right decisions are made at the right time. At the same time, Anta sports continues to optimize the production processes and processes to maintain flexibility and cost advantages.

"Brand promotion is recognized by consumers, and is also an endorsement of R & D design. Anta wins the votes of consumers with product quality." Ding Shizhong said. "To maintain Anta's leadership in the mass sporting goods market, Anta has invested enough resources to strengthen its R & D capabilities and to collaborate with external professional institutions to find new inspiration. In addition to DuPont Co and 3M, Anta sports is also working with Outlast Technologies to apply new technologies to different products. The technology can adjust the temperature of the wearer according to the indoor and outdoor temperature, so that the wearer can keep cool and comfortable in the four seasons. During the period, Anta launched about 1200 new shoes, 2000 costumes and 800 accessories, respectively, to keep consumers fresh and meet the needs of professional users and general consumers.

In early 2011, Forbes rated "2010 China's best brand value". Thanks to its excellent performance, Anta jumped to twenty-first place with 5 billion 270 million yuan brand value, surpassing Mengniu, Haier and many other famous brands.

The Anta brand, founded in 1991, has just passed 20th anniversary this year. Ding Shizhong said, "Anta has made a good start in the first half of this year, which will lay a good foundation for next year's Olympic year. Anta will continue to take the spirit of" never stop "to contribute more and stronger strength to the development of Chinese sports.