Anta: Step Forward Forever

In July 10, 2007, Anta sports (ANTA Sports Products Limited) was listed on the Hongkong Stock Exchange (Code: 2020) and sold 600 million shares for the global market. Only 183 of the public offerings were oversubscribed.

With the excess allotment of shares, Anta's financing exceeds HK $3 billion 500 million, creating the highest price earnings ratio and financing amount in China's sporting goods industry.

Since then, Anta has no longer represented only hundreds of family businesses in Fujian and Jinjiang, mainly producing clothing, shoes and hats. The composition of Anta has changed substantially. It has become a listed company. Shareholders come from both home and Hongkong and even North American investors.

In fact, Anta has already started trying to integrate global resources.

As early as in the spring of 2006, in order to prepare for the IPO, Anta began to frequent contacts with many foreign consulting agencies.

Kearney swept Anta's strategy. Mercer outsourced Anta's human resources. KPMG acted as an auditor, and JW was responsible for brand management.

"The funds coming from the market will help Anta speed up the expansion of its domestic sales network."

Xu Yang, director of Anta brand management center, introduces about 3000000000 of listed financing, most of which will be used in ERP marketing of advertising and terminal stores.

It is understood that at present, Anta's domestic retail business is handled by distributors. The results of the 2007 Announcement just now show that Anta has authorized 4716 retail outlets.

In the early expansion stage of Anta, some shops were not well positioned, and there were some problems in store decoration and management.

So this year Anta has closed down some of its franchisees and has reformed some of its stores.

In order to expand the retail market, in October 2006, Anta set up Shanghai frontline sporting goods Development Co., Ltd.

The company has carried out retail channel cooperation with brands such as Adidas, Reebok and Kappa.

At present, apart from selling its own brand, Anta also sells three major sports brands, Adidas, Reebok and Kappa products, and more than 200 stores for Reebok and Adidas at the 4000 sales outlets nationwide.

Anta's 2007 performance report shows that in 2007, Anta's business exceeded 3 billion, and the total sales area increased by 32% to 433 thousand square meters, an increase of more than 1.5 times.

But Anta is far from stopping.

By 2011, to become the sporting goods company of "China's first and the world's tenth" is Anta's established goal.

It has been said that Anta has shifted its strategic benchmark from Lining to Nike, and others say that Anta has to be "Anta of the world" - these are gorgeous misunderstandings.

Anta will remain on the domestic market.

"The Chinese market is so big that there are 500 million people in the country who can't afford Anta shoes.

In the next 5 years, striving to become China's most popular sporting goods brand will be Anta's most important strategic objective, "Ding Zhizhong said.

Anta originated in China and prospered in China. In China, the spirit of hard struggle, self-improvement, enterprising spirit and never giving up is the mainstream values that people all agree.

"The spirit of pcending oneself into every person's life" is the mission of Anta. Anta people are committed to conveying the spirit of sports and the spirit of sports to every consumer.

This is different from the individualistic values advocated by other brand products, and Anta promotes Chinese culture.

"By 2011, it will become the first brand of Chinese market brand reputation and market share, and become the top ten sporting goods companies in the world". It is the vision of Anta enterprises. "Keep Moving never stops" is Anta's solemn promise for the future and for Chinese sports.

Why did Anta succeed?

Looking back, Ding Zhizhong believes that the reason why Anta develops more rapidly is because of its unique fast business mode.

The root cause of Anta's existence is the mass root positioning and the constant value of products at the same price.

In fact, the spirit of loving collage in Southern Fujian combined with grass-roots spirit formed Anta's pragmatism, plus wolf spirit, becoming a magic weapon for Anta to win.

Among these, two key points are: one is acute sense of smell, and the other two is the super execution power that is quickly arrived after seeing the target.

Speaking of Anta's past achievements, Ding Zhizhong said: "past achievements represent only the past. Anta's spirit of never stopping let us look ahead.

08 years is a new starting point for Anta. We are ready to go. "

In August 8, 2007, on the occasion of the countdown to the Olympic Games 1st anniversary, Anta launched a series of Olympic TV advertisements that had long been put on the market.

At present, the CCTV sports channel and local TV stations are playing the series of "today I come", which has fulfilled the Manifesto "08 wait for me to come", reflecting Anta's spirit of pcending self.

This series of advertisements will continue until the end of the 08 Olympic Games, so as to form a complete Olympic Series advertisement and carry out systematic Olympic marketing.

Anta's Olympic marketing has been in full swing on the Internet media.

On the antaibelieve.com theme website recently launched by Anta, 20 km race walker Li Gaobo and Song Hongjuan, as well as fencing three swordsmen Tan Xue, Wang Lei and Zhang Liangliang have expressed their Olympic belief. Anta is calling for netizens to join the world's longest cheering wave through this website.

For Anta President Ding Zhizhong, brilliance is always once, he only focuses on the future.

"Don't always fall into memory, but you can't forget it.

I just want to do what I should do every day with an ordinary heart. "