Without CBA, Anta Will Take Its Own Way To Achieve Development.

In the sporting goods area of the power shop of Harbin song Lei International Shopping Mall, Anta's summer products have already been on the counter. Looking for all products, only one satchel is printed. CBA League Logo. Ask the salesperson whether there is a product of CBA logo. The salesman ransacked the shelf, then shook my head and said, "the bag with the logo is still in last year's."

　　 Lining The price is too crazy, finally choose rational exit.

The contract between Anta and CBA "the only designated sports equipment" expires after the end of the 2011-2012 season. In order to renew the contract, Anta and the new competing Nike and Lining began fierce competition since the beginning of 2012. Even with the right to renew the contract, Nike chose to quit rationally under the pressure of Nike and Lining's "heroic" bid.

At the beginning of March this year, Nike automatically withdrew from the competition after knowing the offer of the other two competitors. At that time, Nike bid was roughly 180 million of the season. In early June, after learning that Lining had about 400 million of the season's final offer, Anta's stakeholders were shocked that Lining's offer was "crazy."

In private, Anta's stakeholders believe that CBA's cost performance is not so high: "this is a simple addition and subtraction after interest calculus, not a complex high number." He said, "understand Lining's anxiety to become the top basketball player in the country." after Lining's 2 billion high price, "quit" can make Anta have more capital to take a more flexible basketball strategy. CBA is one of the best basketball resources, but it is not the only one.

　　 Anta Products with CBA and club logo are sold poorly, with few buyers.

"CBA's influence is large, but its impact on product sales is still very limited. The products we develop with great efforts are often called "good seats." An employee of Anta said.

Leaping development with CBA

Basketball products are the core of Anta product sales, and sales account for more than 10% of total sales. In October 2004, Anta joined CBA in three years and around 60 million. In 2006, Anta renewed CBA, and annual sponsorship fee rose to around 40 million. At that time, the industry generally believed that Anta, whose wings were not full, was taking huge risks, but the opposite was true. In the eight seasons of signing CBA, Anta's sales have maintained a high growth rate of about 90%, and became the domestic sports brand with the highest profit (1 billion 730 million yuan) in 2011.

After making use of the main product of basketball to enhance its popularity, other sports products produced by Anta have also been recognized. Undoubtedly, Anta has established its position in China's sports brand by holding CBA.

Without CBA, there are other strategies.

Last year, in the summer of the non season season, Anta vigorously promoted the Anta training camp project, named after the earth stars, and trained young players in more than 10 cities throughout the country to expand the brand influence. At the same time, Anta signed a group of young talents such as Zhou Peng, Liu Xiaoyu and Li Xiaoxu to cultivate their stars. Even though it is no longer the only designated sport equipment for the league, Anta can continue its influence in basketball by signing players and training young players.

Secondly, Anta's withdrawal from sponsorship of CBA does not necessarily weaken the intimate contact with basketball. They have further expanded their influence in basketball by signing NBA stars. Such as Francis, Scola and so on have signed Anta, and Celtic star Garnett is still Anta's signing star. Moreover, Anta's withdrawal from sponsorship CBA does not mean withdrawal from sponsorship in sports field. In recent years, Anta has continuously sponsored other sports fields in China, including table tennis tournament, water sports, Winter Olympic Games, CCTV sports figures and so on. Anta also cooperated with the Chinese Olympic Committee, and the term of cooperation was from 2009 to 2012. They also won the sponsorship of the London Olympic Games Chinese delegation's Olympic Champion Award dress, which will undoubtedly bring great impetus to the promotion of Anta's brand awareness.