Jinjiang Is Attacking Anta.

Anta is undoubtedly the most popular brand in Jinjiang.

As early as 2010, Ding Shizhong, chairman and CEO of Anta (China) Sporting Goods Co., Ltd. once said: "Lining is no longer a competitor for Anta."

At that time, no one paid attention to this sentence, because Li Ning Co was a well deserved industry leader at that time, and its annual revenue exceeded Anta's 2 billion yuan. In its view, Anta seems to be unqualified as a competitor.

However, just two years later, Anta's revenue left Li Ning Co behind.

According to the 2012 earnings report, Anta's sales performance amounted to 7 billion 620 million yuan, while Lining was 6 billion 740 million yuan.

Next, Anta's leading edge is expanding. In 2013, the results showed that Anta's performance was 72.8 billion yuan, while Li Ning Co was 5 billion 824 million yuan.

The overall overtaking moment was fixed in 2014. According to the first half results announcement of Anta in 2014, Anta's operating income was 4 billion 120 million yuan, up 22.4% compared to the same period last June 2014, and the net profit reached 803 million yuan, and the profit of shareholders was 8.03 yuan billion yuan, up 28.3% over the same period last year. 30.

In the first half of 2014, Li Ning Co reported that its revenue was 3 billion 137 million yuan, and its net loss was 5.86 billion yuan.

In addition to income, the market value of the two companies alternates.

As of July 30, 2014, Anta's market value was 32 billion 400 million yuan, while Li Ning Co's market value was 6 billion 400 million yuan.

This series of figures shows that Anta has become a well deserved king of sports domestic brands.

Since its birth, Anta has followed closely behind the Li Ning Co. At the same time, it seized every strategic mistake of Li Ning Co and launched the catching up with the opportunity.

In 2004, Lining gave up sponsorship of the CBA League, and Anta chose to follow up for the first time.

The result was immediate. Anta's turnover rose from only 310 million yuan in the year to 8 billion 900 million yuan in 2011.

In 2009, Li Ning Co abandoned cooperation with the Chinese Olympic Committee. Anta once again hesitated to "leak out" and further - four years of packaging, that is, the Chinese delegation will participate in all sports events will be wearing Anta Logo.

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In August 2014, Anta replaced Lining and successfully signed the Chinese gymnastics team.

It was not until 2014 when the 10 NBA signed a formal contract with Anta that Anta was on the road to naming sponsorship.

This series of moves has brought Anta's brand attention to its peak.

"As long as it is possible to win the championship, it is our goal.

We hope that consumers can associate with Chinese sports and think of Anta.

Ding Shizhong's goal is very clear.

In terms of strategy, Anta is also following closely with Lining.

When the ads of "90's Lining" spread all over the world, Anta targeted the market in three or four line cities, and consumers clearly positioned between 18 and 22 years old, including college students, young white-collar workers and migrant workers.

"Because of the different positioning of brands and consumers, Anta does not mind giving up some high-end users."

Ding Shizhong claimed many times.

The determination of this strategic position is first manifested in the price.

"I want to be a real" national shoes "so that more people can really afford it.

Ding Shizhong said.

although

Close to the people, but the performance and quality of products have not declined. Anta is playing the concept of "national basketball shoes" and "strength without price", emphasizing the high cost performance of its products.

Ding Shizhong even took apple and millet as an example to explain: "Apple's mobile phone is different from Millet's mobile phone, but Apple's brand is better than millet's.

I have always advocated that we should do better at products of the same price. "

Anta's sales rose sharply on the basis of price advantage and the cultivation of the three or four line market.

In 2009, its turnover reached 5 billion 870 million yuan, and net profit increased by 39.8% to 1 billion 250 million 900 thousand yuan over the same period.

In the half year of 2011, Anta exceeded Lining for the first time by selling more than 160 million yuan of sales. Although the final annual report lost 30 million of the profit to Lining, Anta apparently opened its own good era.

He did not lie in his credit book, but continued to attack.

In 2011, the sporting goods market in China was in a low ebb. The blind expansion of the Beijing Olympic Games made the inventory of all major brands serious.

Li Ning Co lost nearly 2 billion yuan, revenue fell 24.5% to 6 billion 739 million yuan, gross profit reduced 36.9% to 2 billion 550 million yuan.

PEAK, XTEP, 31st degree, China trend and other brands are also facing similar predicament.

Anta was also not immune, but Ding Shizhong soon found the cause: "why is going downhill? First, the business model has not been innovating for many years.

We used to do wholesale, finished the goods to do TV advertising, let everyone know your brand, sold to dealers on the end; two, we got the "listing syndrome", and regard themselves as a big business.

Therefore, clearing inventory and retail channel reform has become a top priority for Anta.