Anta'S Three Gorgeous Turn Is Going To Catch Up With Lining.

Anta now has more than 4700 sales outlets in China, and the new target of Anta after listing is clear. That is catching up with Lining.

Anta, Anta, has been focusing on professional sports products for a long time. However, it has recently launched a limited edition product of the "soldier assault" TV series, which has been spreading all over the country.

Anta's move obviously does not conform to the product positioning of the "professional sports", nor is it a matter of principle. It only sells 70 pairs of sports shoes and some package products.

Xu Yang, director of Anta brand management center, said lightly, "this is just a new business rehearsal for the company's fashion products department.

Anta will formally enter children's clothing and fashion shoes business in June.

Xu Yang's remark means that the earlier discussions on Anta's business adjustment have become a reality.

In fact, a notice issued by Anta in May has revealed many signs of change.

Anta said in its announcement that its Shanghai forward and Affiliated Companies have already sold 187 million yuan to Jiangsu and Hesheng.

Selling part of the agency business is only part of Anta's business adjustment.

Nearly 614 million of the funds raised by Anta after its listing in June last year were planned to expand its international brand retail business. It has spent HK $81 million 200 thousand in April 30th this year. The remaining HK $614 million will be used to buy domestic or international brands and expand the product line.

Xu Yang told reporters that the acquisition of Anta has already carried out and has specific plans and objectives.

We sell the international brand agency business, covet the acquisition of some brands, and extend the product line to children's clothing and fashion shoes business.

After listing 1st anniversary, Anta chose to change again. This is also the third major change in Anta's establishment in more than 10 years.

In 1990s, thousands of large and small shoe factories were dormant in the county-level city of Jinjiang, and they all took the OEM route.

Anta, founded in 1991, has no essential difference from them.

In 1999, Anta made a big bet in order to break through from many similar businesses.

At that time, only 6 million of Anta's turnover was 5 million, but Kong Linghui invited him to be the spokesperson.

In the 2000 Athens Olympics, Kong won gold medals and Anta became famous overnight. Sales increased by 35% in that year.

This "star endorsement +CCTV" marketing strategy has led to a large number of imitators, so that CCTV5 has been dubbed "Jinjiang brand channel" in a few years.

In 2003, in order to break through from the "imitation show" marketing mode, Anta once again turned from a single sport shoe business to a comprehensive sporting goods brand, and from zero and merchant to sports goods regional operators.

Relying on these two daring first attempts, Anta successfully launched the market in Hongkong in June 2007, and once again gained the greater development space in Jinjiang's fellow townsman.

Lining, despite the rapid development of Anta, including XTEP, 361 degree, Hongxing Erke in recent years, but Anta did not put them in the ranks of competitors.

"The goal of Anta is clear, that is to exceed Lining and become the first sports brand in China."

Xu Yang said.

Anta's strength comes from market share.

According to incomplete statistics, in 2007, in the domestic sporting goods industry, Nike, Adidas, Lining and Anta ranked the top four and occupied half of the country, of which Nike melon was 13.6%, Adidas accounted for 12.4%, and Lining and Anta ranked three or four in 10.5% and 7.4% respectively.

Although there is a 3% gap between market share and Lining, Anta has the advantage of leading its peers to 3% annual growth.

According to the analysis of BOC International Securities, Anta's growth rate will remain the highest level in the industry until 2011.

This means that Anta can take advantage of speed to make up for the difference in scale.

On the way of operation, Anta and Lining take two different paths. Anta's product positioning is mainly the monthly income of more than 2000 yuan crowd, while Lining is the same as Nike and Adidas, competing for high-end customers who occupy 10%-15% of the total population.

For the domestic market, Anta has even slowed down its international route.

"The difficulty of taking the high-end route and internationalization is relatively large. But Anta is using the existing brand advantage to extend the product line, operate the children's clothing and fashion shoes business, thereby expanding the market coverage, which is a smart move."

Shanghai Mei Di brand consultant partner Wang Dehong said.

However, he also believes that Anta has a long way to go in terms of product development, production and promotion to surpass Lining.

A report on the Olympic Games predicts that the Chinese sporting goods market will reach $6 billion 200 million this year and $7 billion 200 million in 2009.

The opportunity for Beijing Olympic Games is full of expectations for the top four enterprises.

In order to expand market influence, two international brands do not hesitate to adopt "Star" and "shop" advertising tactics.

The goal of Nike is to consolidate its position in the Chinese market and achieve the sales target of US $1 billion. Adidas plans to expand the current 3000 sales outlets to 5000 by 2010, achieving a turnover of 1 billion 360 million US dollars, surpassing Nike.

Zhang Zhiyong, Li Ning Co CEO, said: "spending more money than Adidas and Nike?

That's impossible.

But it doesn't matter. We have some ideas. We should spend a small amount of money on major issues within limited funds.

A typical case is that last year's Olympic sponsorship list was announced, and Lining was defeated by Adidas.

But two days later, Lining quickly came up with a strategy to sign an agreement with CCTV, wearing all the video boards, announcers, commentators, reporters and guests on the Olympic Channel wearing Lining's LOGO.

This naming expenditure will certainly not cost more than Olympic sponsors.

But the effect is surprisingly good. The survey shows that the number of Lining's Olympic sponsors is even more than that of Adidas 20%.

This kind of tit for tat fighting mode is a classic "curve marketing" textbook.

Lining, who used to win the Olympic Games, will undoubtedly take Beijing Olympic marketing as an important place to catch up with Lining. "We will not do anything to wipe out the Olympic Games."

Xu Yang subtly expressed the overtones.

"We are going to be China's first sports brand and represent the brand of Chinese sports."

More like playing two tongue twisters, Xu Yang to express two different meanings, catch up with Lining and performance in advertising strategy will fully play the Chinese brand (national brand).

Nowadays, all kinds of Anta advertisements with the theme of refueling China have been popular. CCTV has also launched the "refueling China" series of Olympic promotional films since July 7th.

National brand has obvious psychological identification with Chinese.