Anta Seems To Have A Plan To Open Up Overseas Markets.

After winning the first place in the local brand market, Anta, who has always emphasized that the local market is based, seems to have the intention to open up overseas markets.

According to the latest news from the media, lazy bear sports, Anta is going to buy Sprandi, a British sporting goods brand (Sprang Di).

The news has not been confirmed by Anta, but the positioning of Sprandi is indeed an effective complement to Anta's current product line. In 2009, Anta acquired FILA China (including Hongkong and Macao) trademarks and ancillary services to complete the coverage of the high-end crowd.

Anta President Ding Shizhong has repeatedly stressed that internationalization is not only to sell shoes overseas, but also to introduce international technology and products. As early as the beginning of this year's performance meeting, Ding Shizhong also revealed that Anta is seeking to acquire a new international brand. PUMA, previously reported, was overvalued because of its market value of about 2 billion 100 million euros (about 14 billion 782 million yuan).

In December 20th, Anta was officially launched for Anta's NBA player, Clay Thompson's signature shoe.

Thompson just signed Anta in February this year. KT1 is just one of Anta's priceless signature sneakers. However, unlike previous signature sneakers, it was Anta's first entry into the US market.

Compared with earlier Lining and PEAK, who had already set foot in overseas markets, Anta had been involved in Southeast Asia, Eastern Europe and the Middle East market only through distributors.

In order to achieve the Sino US simultaneous launch, Anta and the two major channel platforms of the United States, DA and CHAMPSsports, are selling KT1 products under the US regional online and offline.

Among them, Champs sports is the world's largest professional sporting goods online retailer Foot Locker's online store, and has more than 550 stores.

KT1 continued Anta's "priceless" strategy, the retail price in the domestic market was 499 yuan, and the retail price in the US market was US $99.

In 2013, Anta launched the "priceless" basketball strategy, signed a series of NBA stars, and launched the 399 yuan basketball signatures basketball shoes.

In 2014, Anta became the official partner of NBA to introduce related basketball shoes, and continued to "strength and priceless" strategic pricing 449.

Compared with thousands of Yuan signature basketball shoes, the strength and invaluable series are known as national sports shoes because of their high performance price ratio. They sell more than 1 million pairs in one year.

In China, which has 300 million basketball fans, the huge potential of the basketball shoe market is self-evident.

The priceless strategy is proved to be successful.

Anta signed Thompson's news conference, Anta general manager of basketball department, Xu Yang has revealed that in 2014, the sales volume of basketball shoes (calculated by wholesale amount) increased by nearly 40%, and sales volume increased by nearly 30%. In 2014, the number of basketball shoes sold exceeded 2 million pairs, accounting for the total number of shoes.

After having a super ball team including Thompson, Garnett, Rondo, Parsons and Scola, Anta seems to have the most competitive market in the United States.

The possibility.

PEAK has once said that in less than a year and a half, PEAK's sales in the European market have increased by more than 4 times as far as the star's overseas market has been stimulated by PEAK NBA Tony Parker.

PEAK is the highest proportion of local brands in overseas markets.

In 2014, PEAK's overseas market sales amounted to 650 million yuan, accounting for 23% of the total annual turnover of enterprises.

However, it is too early to talk about occupying the North American market or competing with the North American market.

Generally speaking, Southeast Asia and the Middle East are relatively easy to develop, and the North American market not only has two enemies, Nike and Adi, but also Under Armour, which is catching up with ADI, and PUMA, NewBalance and other brands.

In 2010, Lining opened the first direct store outside Asia in Portland, but with the decline in the performance of the whole industry and the closure of the outlets, employees of the design center in Portland were lost.

Lining's strategy in 2012 began to focus on the domestic market.

PEAK set up flagship store in Losangeles, USA, in 2012. It is said that under the star effect of American companies and Parke, Parke series shoes TP9 has become the most popular product in the store.

However, PEAK has also acknowledged that sales in the Asia Pacific region are better in PEAK's overseas market.

Not bad, but the pressure in Europe and America is too great. "

In the industry view, its brand display role in the US market is greater than profit.

Perhaps this can be interpreted as Anta's caution in overseas markets. Xu Yang, general manager of Anta basketball department, said that the reason why North America sold shoes was not the main battleground in the North American market, but because Thompson performed well in the new season, "to meet the needs of different regional fans."

Instead of choosing direct outlets to enter the US market, it has worked with local network retailers to sell with the help of partners' networks and physical stores.

For Anta, China is still the most potential market. According to public figures, the total scale of sports industry in 2025 was nearly 7 trillion yuan.

Relying on the local market, Anta's revenue in 2014 was 8 billion 920 million, and second Lining was 6 billion 700 million, and from the net profit, it exceeded the sum of several local sporting goods companies such as Lining, XTEP, 361 degrees and PEAK.

Therefore, Anta's main battleground is the Chinese market.

However, this does not prevent it from achieving international ambitions by acquiring international brands.