"Made In China" Fully Seized The International Market

And in this growing nation

It can be said that, with the strong rise of the Chinese sports industry, Anta is the product of the strong rise of the Chinese sports industry, in this changeable race, with the precise positioning of its own, the creative spirit of the first, and the constant courage and passion, step by step, clanging the firm step of the leader.

Rush: from the first crab to the team to eat crabs

In 1980s, along with China's policy of reform and opening up,

The rapid rise of Anta has made many Jinjiang sporting goods enterprises wake up to create their own brands and master the domestic market.

More and more enterprises are starting to build their own brands. Jinjiang has ushered in a vigorous and independent brand revolution. The Chinese sports brand's pursuit of international brands has officially started.

At this point, Anta has taken the lead in the front of the team.

Speed up: recover mountains and rivers

In 1990s, the rapid rise of Asian economies stimulated international brands to enter the Asian market.

In 1996, Nike and Adi changed the sales strategy to compete for more market share in the two or three tier cities.

However, China's local enterprises are not yet mature, and their market competitiveness is far less than that of international brands.

"With the reform and opening up, in fact, the development of various industries in China has already had a certain scale. Compared with that, the marketization reform process of sports industry is lagging behind.

To a large extent, domestic sports brands are not open to the market.

Chen Shaofeng, director of the China Sports Industry Research Center, said.

Accelerating the occupation of market share, breaking through from the region to the whole country, and grasping the dominant power in the domestic market have obviously become an urgent problem in China's sporting goods industry at that time.

And Anta, who runs at the front of the team, begins to "accelerate".

In 1999, Anta signed Kong Linghui's endorsement for Anta. The slogan of "I choose, I like" was bombed in CCTV 5 channel.

"At the 2000 Sydney Olympic Games, Kong Linghui's winning the championship also pushed our Anta's influence to a peak, and it was known all over the country overnight."

Ding Shizhong recalls.

Anta's innovative marketing model was launched, and in just over a year, Anta was on top of the brand sales of domestic sports shoes.

"If we want to capture more market share, it is far from enough to rely solely on advertising.

Therefore, we Anta will focus on the top domestic league matches.

In the 02 year, Anta became a strategic partner with the Chinese University Basketball League. In the 04 year, Anta became the only sponsor of the CBA sports equipment.

The marketing way that Anta binds with domestic events not only enhances the social influence of Anta, but also plays a vital role in the layout of the whole country to occupy more market share.

Anta store has surged from 2000 in 1999 to more than 7000, and has basically completed the monopoly network covering the whole country (county) city level, reaching the largest coverage coverage in the industry.

Insiders pointed out that Anta's series of measures not only promoted Anta's social influence, but also broke the international brand's monopoly of the domestic market, and sounded the horn of the local brand's counterattack.

This is exactly the case. After Anta, the top of the Jinjiang Legion emulated Anta's marketing mode to enhance social influence and speed up competition for the domestic market share.

On the competitive track of China's sporting goods market, national brands and international brands have become a force of resistance.

Sprint: capital injection for the brand

Some experts predict that the sports industry will become one of the four largest industries in the world in twenty-first Century and will grow at an average annual rate of 20%.

Liu Fumin, director of the economic division of the State Sports General Administration, said: "vigorously developing the sports industry is an inevitable requirement for China to move from a sports power to a sports power.

The general administration is consulting with the relevant departments to introduce policies to encourage and support the listing and financing of sports industry investment companies.

In the face of this huge development opportunity, local enterprises are in urgent need of sprint, especially those enterprises that have already gained the leading edge, while maintaining the core competitiveness of enterprises, how to layout brand strategy and promote brand value has become a new challenge for the sporting goods industry.

And this era is once again captured by Anta.

"In 2005, we invited AT corney, a consultancy, to jointly identify future strategic plans, including market positioning, core values and development goals.

At the same time, invite JW to redefine brand positioning for Anta, and put forward a new slogan "never stop".

Ding Shizhong said in an interview.

After repositioning and planning, Anta finally went public in Hongkong in 2007 and became the earliest listed company in Jinjiang.

"The success of Anta's listing not only broadens the financing channels for enterprises, widens the development path, but also promotes its brand value, so that more investors can trust Anta and invest in Anta."

There are analysts in the industry who treat Anta's listing as such.

In 2009, Anta acquired FILA, a well-known brand in Italy, and launched a multi brand strategy.

Ding Shizhong said that when the competition in the whole market is maturing, enterprises that rely on the original product structure will not be able to maintain rapid development if they can not expand this capability quickly.

And improving product mix is also an important way to enhance market competitiveness and enhance brand value.

Analysts pointed out that multi brand strategy has made Anta more powerful, not only to make its product matrix more perfect and full, but also to make Anta brand more high-end and internationalized.

In the world's mainstream financial magazine "Forbes" "2010 China's best brand value", Anta with a brand value of about 5 billion 270 million yuan surpasses Mengniu, Haier and many other world famous brands.

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Never stop: run out of a new realm.

The constant development of the brand has led to a continuous leap in the development of Anta. Anta, which has led the industry, has become a symbol sample of China's sporting goods industry.

When Premier Wen Jiabao inspected Anta, he pointed out that Anta had successfully pformed from labor-intensive enterprises into technology intensive enterprises, and explored a road with its own characteristics for "made in China" and "made in China".

At the same time, the "Anta style sample" also won applause on the world stage.

In August 2011, after the successful selection of the case library of the Changjiang Commercial College, Zhang Tao, vice president of Anta brand, joined professor Liao Jianwen, Professor of business school, and boarded the podium of the Business School of Columbia University in New York, the world class business school. He told CEO, a multinational company in the United States, about the development of Anta, and won the applause and praise from the managers of multinational companies.

And these did not let Anta stop and never stop. Anta is still working hard, from "surpass" to "excellence", and constantly run out of a new realm.

Anta's brand development strategy is attracting more attention after its success with China's top sports resource -COC.

At the recent Anta 20th anniversary celebration, Ding Shizhong, chairman of Anta's board of directors, said that "innovation" is the key to Anta's rapid growth and Surpassing in 20 years. In the future, Anta will continue to uphold the spirit of self pcendence, constantly enhance the brand strength, promote the strong development of sports goods industry in China, and lead the Chinese sports brand to win more international discourse power.

At the moment, Anta is actively preparing for the next round of running - the 2012 London Olympic Games.

At this upcoming world gathering, how will Anta represent the Chinese national sports brand and show the world's persistent spirit of the Chinese brand and enhance the weight and status of Chinese brands in the international market? Let us wait and see.