Interpretation Of The Secret Of Anta'S Rapid Growth

Recently,

Sports Products Co., Ltd. released the fourth quarter 2015 order meeting data, data show that Anta brand products (including children's sporting goods Series) order amount (at wholesale prices) recorded low double-digit growth year by year, this is Anta orders for 8 consecutive quarters of growth.

Since then, Anta has completed all orders this year, and the number of orders in the 4 quarter of this year has recorded a low double-digit increase.

In addition, Anta also released the same store sales situation in the first quarter of 2015. It was calculated that the Anta retail stores operated by Anta distributors and franchisees for more than a year (excluding independent shops for children's sporting goods) were calculated. The sales of Q1 Anta same store in 2015 increased by a single digit increase compared with the same period last year.

Ding Shizhong, chairman and CEO of Anta's board of directors, said: "research innovation is the most effective way to solve the problem of homogenization of products, and is also the secret of Anta's rapid growth."

Accompanied by the deputy director of the State General Administration of sports, vice chairman of the Chinese Olympic Committee, Feng Jianzhong, Secretary of the Standing Committee of the Fujian Provincial Committee and Secretary of the Fuzhou Municipal Committee, Yang Yue visited the Anta booth.

For sporting goods enterprises, products are the foundation of enterprises, the source of profit and the most important factor to attract consumers to buy.

Scientific and technological innovation has always been the gap between the Chinese sports brand and the international sports brand. Fortunately, many Chinese enterprises have realized this, and began to increase the investment in scientific research. The gap between Chinese brands and international brands is shrinking.

Data show that in 2014, the proportion of Anta's research investment has reached 4.3%, which has been compared with Nike.

And other international brands are similar.

Anta's big investment also gained huge returns. Ding Shizhong disclosed: "in 2009, sales of Anta technology accounted for about 15%, and 5 years later, this figure became 35%.

And these products contribute 60% of Anta's profits.

On the thirty-third China International Sporting Goods Fair, a few days ago, Anta displayed 5 major running shoes technology, including elastic glue, flexible column, easy bending, energy ring, double bottom and so on, which attracted a lot of attention.

Take Anta's latest technology of double bearing technology as an example, the technology pays more attention to the comfort experience of runners, and the hardness of running shoes is less than that of ordinary EVA by about 15% days after the development of upper engineering materials and lower foam cushioning.

At the scene of the Expo, Ding Shizhong accompanied the deputy director of the State Sports General Administration, Feng Jianzhong, vice chairman of the Chinese Olympic Committee, Yang Yue, member of the Standing Committee of the Fujian Provincial Committee and the Secretary of the Fuzhou Municipal Committee of the CPC. When Anta visited the booth, Anta's high-tech products were highly appreciated by the leaders.

Ding Shizhong said: "Anta is a brand of professional sports goods for the masses. Our scientific research orientation has been unwavering around this position.

We develop products that most ordinary consumers can afford to help them have better athletic performance.

Anta's targeted research and development is also an important reason for Anta to achieve its current performance.