Brand Anta Leads The Sporting Goods Industry

Anta recently released its 2011 Annual Report. Turnover increased 20.2% to 8 billion 904 million yuan over the same period last year, and net profit was 1 billion 730 million yuan. It surpassed Lining in one fell swoop and sat on the first place in the turnover and profit of the local sports brand.

Prior to Lining's performance forecast, it is expected to decline by 9 billion 479 million yuan compared with the 2010 revenue of 6%-7% of about 8 billion 800 million yuan, net profit will also decline by 1 billion 100 million yuan in 2010 7%-8%.

Although Lining's final data have not yet come out, Anta's "double litre" and Lining's "double down" trend are already foregone conclusion. Anta firmly sits on the throne of the domestic sporting goods industry "one brother".

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The lurker of hard work

Ducks often feel lax in the lake. In fact, his legs are working hard under the water, waiting for the time to come and show their strength.

Anta is a duck who works silently.

It is the origin of the name "Anta" to "start a business at ease and be practical".

Anta uses an objective and direct text to state its everlasting brand roots.

"Anta just did the right thing at the right time, made a good start and won the market opportunity."

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

Anta is undoubtedly the first line sports brand in China, and also an ambitious expansionist.

In 1994, the first sign of Anta was put on the doorway of a shoe factory in Jinjiang, Fujian. After more than a decade of development, Anta has become the largest in China.

The statistics of the China Federation of Commerce and the China National Business Information Center show that the market share of Anta sports shoes for many years is ranked first among the similar products in the country.

In fact, Anta (China) Co., Ltd. is now holding the limited liability company wholly owned by Hongkong anda International Investment Co., Ltd., with the honor of "China famous trademark", "China famous brand product", "China's quality inspection free product" and "China's top 500 brands". Its sales performance has long been the top in the country, and the comprehensive market share of sports shoes has been ranked first among the similar products throughout the country for many years.

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

Nike and adidas/ 'target=' _blank > Adidas are competing for more market share in changing the sales strategy to 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.

When Anta was founded, most sporting goods companies in Jinjiang chose to do so.

Later, when Anta signed Kong Linghui to endorse Anta, a brand slogan of "I choose, I like" was bombed on CCTV 5 channel.

At the 2000 Sydney Olympic Games, Kong Linghui's winning the championship also pushed Anta's influence to a peak.

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.

Anta store has soared to nearly 10000 from 2000 companies in 1999, and has basically completed the exclusive network covering the whole country (county) city level, reaching the largest coverage coverage in the industry.

Win in stability

For enterprises, "no fall" is sometimes more important than "running fast".

After being a follower for nearly 20 years, Anta insisted on serving the public in an early taste of the lead.

After several years of defeating the Li Ning Co on several operational indicators below the cost of top competitors, the company is becoming more and more aggressive.

But unlike Lining's "not satisfied with the mass market positioning, radical pformation, and the expectation that it is shoulder to shoulder with Nike and Adidas", Anta has formed the brand positioning of "serving the mass market" for more than 10 years.

Zheng Jie, vice president of Anta, said: "we do not think Nike and Adidas are Anta's competitors.

For them, Anta is just a benchmark for the industry to learn.

In fact, Anta will face the "close hand" in the three or four tier city market base and international brand.

At the same time, Lining, who has fallen off the hook, will surely learn from his mistakes, adjust his strategy and prepare to catch up.

Therefore, although Anta has won the top spot of local brands, its market structure is even more dangerous.

As for the overall situation that domestic sports products industry is not optimistic since 2012, Anta management has also indicated that the industry will be full of challenges in the next six to 1 years.

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.

The rapid development of China's sports industry has brought infinite opportunities to sports brands. As a loyal partner of China's sports industry, Anta has long supported the Chinese men's basketball professional league (CBA), the Chinese men's Volleyball League, the Chinese men's women's Table Tennis Super League and other competitions. Because of its support for China's sporting events, Anta is known as "the engine of China's league tournament".

In addition, "innovation and change" is the tireless pursuit of Anta. In terms of scientific and technological innovation, Anta currently has a number of national patents, and has become one of the makers of sporting goods industry standards.

Anta pioneered the first sports science laboratory in the sporting goods industry in China, and devoted itself to the study of sports mechanics.

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

At this upcoming world event, Anta will show the world the perseverance of Chinese brand and enhance the weight and status of Chinese brands in the international market.

While deepening the two or three line market, Anta is increasingly becoming a strategist based on domestic and international perspectives.