Anta: Never Stop Leading The Chinese Sports Industry For 20 Years

Some people say that the development of China's sporting goods industry is like a fierce race.

In this arena, from scratch, from lagging behind to catch up with, sweat and sweat.

And in this growing national brand team, there is always a player who never stops pushing forward, leading the front of the team.

It is Anta, a national leader who is comfortable in making products and being a solid brand.

It can be said that Anta is accompanied by the era product of the strong rise of China's sports industry. In this changeable race, we rely on our precise positioning, the pioneering spirit of being the first person, and the courage and pride to constantly develop, one step at a time.

False start: from "the first to eat crab" to "to lead a team to eat crabs".

In 1980s, along with China's policy of reform and opening to the outside world, famous international sports brands such as Nike and Adi began to enter the Chinese market one after another. However, the sporting goods industry in China has just started.

"When Anta was founded, most of the sporting goods companies in Jinjiang chose to make an international brand OME export order, making the domestic market huge.

We seize this opportunity and resolutely abandon the traditional route and take the lead in choosing to enter the domestic market and create our own brand.

Ding Shizhong, chairman of Anta Sports Products Limited's board of directors, said.

Rich domestic market

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.