Can Anta Seize The Opportunity In The Upcoming Olympic Games In 2016?

London 2012 Olympic Games,

More than Lining's first Olympic Games in 2016, will the Olympic Games in 2016 be able to seize another opportunity for Anta, which has already pcended the local 10 billion curse and threatened hundreds of billions of targets?

June 29th, by the Chinese Olympic Committee partner Anta

The Chinese delegation awards equipment.

"Rio Olympic competition" equipment for gymnastics, trampoline, weightlifting, judo, boxing, taekwondo, rowing, canoeing, water polo and other ten national teams was officially unveiled.

At the same time, Anta announced the launch of the Olympic Games with the theme of "breaking down". Zheng Jie, President of Anta Sports Products Limited, said that the dragon clothing, which was released in June 29th, mainly targeted at the Chinese Olympic delegation. In July 1st, a series of Olympic products will be formally launched, and will cooperate with several mobile marketing platforms, and cooperation with Sina and Tencent will also be launched.

In 2009, Anta signed the Chinese Olympic Committee. During the period, Anta provided awards and equipment and living equipment for nearly 20 sports events and more than 6000 people to participate in the sports events of the Chinese sports group, about 600 times, or about 500 thousand times.

In 2012 London Olympic Games, Anta's champion dragon clothing 38 times on the Olympic top podium.

Zheng Jie said it is hard to say how much direct sales revenue can be brought about by such brand cooperation.

However, in the 2012 London Olympic Games, Anta first exceeded Lining to become the first place in the mainland.

After the Anta with high exposure, the renewal contract has become a new Olympic cycle "2013-2016 China Olympic sports apparel partner".

With the market positioning of high performance price ratio, Anta has become the first domestic sporting goods company of over 10 billion. According to Anta's 2015 annual performance report, its revenue reached RMB 11 billion 126 million yuan.

However, Anta has a higher goal. According to the speech made by Anta chairman and CEO Ding Shizhong, the next step is to become a billion billion company in 2025.

There are only 100 billion companies in the sporting goods industry, Nike and ADI.

Nike's revenue in the 2015 fiscal year was $30 billion 600 million (about 199 billion 742 million yuan).

If you want to compete with these international brands, it means that Anta should not only be cost-effective, but also have higher brand power.

But this is also the challenge it is facing.

Zheng Jie also admitted that competition with Nike ADI is difficult in five years. It is unrealistic to use the Anta brand in the middle end to occupy high-end.

The acquisition of overseas brands and multi brand matrix is one of the means of competition between Anta and international brands. Anta acquired FILA in high-end sports and fashion market. Desanto is a high-end sporting goods brand specializing in skiing and high-end training, and its retail price is higher than Nike and Ardi.

On the one hand, overseas acquisitions can achieve coverage for different segments of people. On the other hand, they can acquire a ready technological R & D platform by acquiring these mature brands.

The Olympic Games are a fast track for Anta to enhance its brand power. Anta strengthens its professional sports image by sponsoring the Chinese Olympic Committee and the national winter sports center, Gymnastics Center, water center, lifting center and boxing Taekwondo center.

Zheng Jie said that this champion dragon clothing, combined with the Anta athletes tracking database built over the years, has made 3D trimming for the champion dragon wear. The champion dragon suit itself has also combined with the latest technology developed by Anta, such as the fabric of special water repellent technology, and the recycled fiber weft yarn recovered from coke bottle.

In order to increase the sense of fashion, MashaMa, a famous fashion designer, was also consulted.

With the design and provision of Olympic equipment, Anta hopes to prove its professionalism and fashion.

"The impact of the Olympic Games on performance will be mainly reflected in the late July to August. It is expected that the comprehensive training and running will be greatly improved."

Zheng Jie said.

Since 2015, China's sporting goods industry has warmed up and the Li Ning Co has turned a deficit into a profit.

And the upcoming Brazil Olympic Games is the first Olympic Games issued by the State Council after Document No. 46 was put forward 5 trillion market demand.

Anta signed the Chinese Olympic Committee, Lining sponsored the India delegation, PEAK sponsored the New Zealand delegation, and the 31st degree was the official sponsor of the Rio Olympic Games. Adidas, an international brand, sponsored the British national team uniform. Nike also appeared on the Olympic business cooperation list for the first time since the 2000 Sydney Olympic Games. The Nike Rio Olympic Games suit is expected to be on sale in July 4th.

Who can better seize the opportunity, the coming August or visible outcome.