Analysis Of The Five Aspects Of "Anta Experience"

"In 2011, its sales revenue reached 8 billion 904 million yuan, and its net profit was 1 billion 730 million yuan, successfully catching up with Lining; for 11 years in a row.

The overall market share of the commodity market remains the first... "

Anta successfully pformed from labor-intensive enterprises to technology intensive enterprises, forming an influential "Anta experience".

In order to strengthen independent innovation and effectively solve the constraints of traditional enterprises in the process of pformation and upgrading, recently, the Quanzhou Municipal People's government issued the "opinions" to promote "innovation".

"And it can be summed up in five aspects.

Foresight and sagacity

Active pformation in high sales growth

In 1999,

Kong Linghui was first hired as the image spokesperson and put a lot of advertisements on CCTV.

Under the dual urge of "sports star endorsement and CCTV advertising", Anta's popularity is rapidly increasing, and sales have also achieved explosive growth from about 20000000 yuan to 200 million yuan.

Anta also took the initiative to pform technology intensive.

In early 2000, Anta set up design centers in Beijing, Shanghai and the United States. Some of the design teams came from Japan, Korea, Italy, the United States and other places, and established joint research and development institutions with the United States, Europe and Japan.

In 2005, Anta invested about 30000000 yuan to create the first sports science laboratory in China, becoming the first domestic sports Brand Company with independent sports biomechanics, sports medicine and sports physiology.

At present, the sports science laboratory has developed 41 state-level patented technologies.

Facing challenges directly

Pushing technology innovation with high-end sponsorship

In 2004, Anta sponsored CBA, and the athletes' satisfaction with Anta products was less than 70%. For this reason, Anta increased its R & D on special campaigns such as CBA and running, and developed autonomous core technologies such as A-Core core technology. At present, all CBA players' satisfaction with Anta products has increased to 97%.

After accumulating a certain technological foundation, Anta turned the target of the contract to the first class superstar. Under the pressure of the high-end professional requirements of the world's top events, Anta also developed a number of top technologies, such as dual shock absorption technology, moisture absorption and sweating technology.

The cooperation with the Chinese Olympic Committee has put forward higher requirements for Anta products and promoted Anta's double promotion in brand and technology.

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Long-term foothold

Establishing and perfecting the scientific research system

"If there is investment, there will be income."

Anta has been focusing on R & D investment, and the R & D design cost has increased by more than 100 times from 2 million in 1991 to nearly 3 hundred million now.

In recent years, Anta's annual R & D investment has been maintained at over 3% of sales revenue, ranking first in domestic sports brands.

In 2009, Anta's enterprise technology center became the first national enterprise technology center recognized by the state in the sporting goods industry. Among them, the sports science laboratory devoted itself to the forefront of technological research.

The key to innovation lies in integrated innovation rather than innovation alone.

Anta has also established an industry university research supply chain through joint efforts with universities and research institutes, which has provided more powerful technical support for enterprise R & D.

Transcendence imitation

Create a unique ace in the core technology field

There are three core areas of sports shoes technology, namely shock absorption, rebound and control.

International industry giants have great advantages in the field of shock absorption technology.

Anta does not simply imitate the industry leader, but takes the strategy of independent research and development. After years of exploration, it has developed core technologies such as "A-form arch shock absorption technology", "A-Core core technology" and "A-JELLY elastic glue technology".

The running shoes based on elastic glue technology are greatly favored by consumers. The direct economic benefit brought by the technology has exceeded 100 million yuan.

Win win

Upgrading technology of small and micro enterprises in supply chain

While strengthening its own research strength, Anta constantly helps the supporting manufacturers in the supply chain to upgrade their technological level, achieve win-win results in the upstream and downstream industries, and promote the overall competitiveness of the footwear industry cluster in Quanzhou.

On the one hand, Anta helps suppliers establish and improve laboratories, and sends special technical personnel to conduct all-round guidance in aspects of equipment selection, research direction, research and development process and so on. On the other hand, Anta also conducts joint research with suppliers on some frontiers.