How Does Anta Attack China'S Sporting Goods Market?

According to the world clothing and shoe net, under the spring breeze of Document No. 46 in 2014, the sports industry is heading for the 2025 output value of 5 trillion.

Standing at the intersection of sports industry and consumption upgrading, including

Domestic

Market players have also ushered in the golden age of local sporting goods development.

2018 is the sports year, early February, South Korea Pingchang Winter Olympic Games, June World Cup in Russia, Jakarta Asian Games in August, many international competitions are in this year.

The title of Beijing Winter Olympic Games was acquired in 2022, and the purchase of FILE and

To complete the multi tier market layout and attack the international market, Anta will also launch a new journey next year.

Anta CEO Ding Shizhong has confidently expressed this year that Anta has the opportunity to achieve the target of 100 billion in 2025.

In an interview with Li Ling, vice president of Anta group in the near future, it revealed that after Anta first broke through the revenue of 10 billion yuan in 2015, Anta sports revenue will reach 30 billion yuan.

The latest market value of Anta sports has reached 89 billion 500 million yuan. How did Anta realize its counterattack in China's sporting goods market?

Mining snow and children's blue ocean market

The rapid development of companies is often driven by new growth points.

In recent years, Anta has been studying the whole consumer market. It has found that under the general trend of mass movement, public health and national health campaign, people are increasingly returning to the professional attributes of sports.

"We find that consumers are becoming more and more professional. They are looking for professional products, professional technology, professional technology and professional equipment to serve sports needs such as running, skiing and so on."

Li Ling introduced that this led to some small products quietly becoming blue ocean, such as women, running, children and other categories of rapid development.

Compared with the children's sports equipment market which belongs to minority demand, in recent years, Anta, Lining and 31st degree brand are all in the layout.

Anta launched the children's Soccer Series in the fourth quarter of 2015. In October 2017, it announced the acquisition of KingKow, the famous children's clothing brand, and opened the multi brand strategy for children's sporting goods market.

The ice and snow movement is also a promising market for Anta in recent years. Especially in the case of the right to host the Winter Olympic Games in 2022, people's concern for ice and snow sports has been rising.

"Anta has become the partner of the winter and Paralympic Games in Beijing in 2022. Besides, in Pingchang Winter Olympics, you will see many sportsmen wearing Anta clothes.

Through the opportunity of the Winter Olympic Games, Anta hopes to work together with the Beijing Winter Olympic Organizing Committee to promote the ice and snow of the 300 million people.

Li Ling revealed that in the ice and snow market, Anta has three things to do:

First, through the Anta sports ice and snow equipment, all people can be able to afford and affordable sports equipment, changing the expensive situation of ice and snow equipment.

Second, this year, Anta will do more information technology, so that we can find ice snow learning exchange training platform.

Third, in the ice and snow industry, through the efforts of Anta to train more talents of ice and snow, this is also cooperated with the Winter Olympic Organizing Committee of Beijing.

Insist on cost-effective brand attributes, and acquire more high-end brands in the future.

As a listed company in Hong Kong stock market, Anta sports has acquired many domestic and foreign sports brands in recent years under the insisting of the main brand Anta, thus facilitated the landing of its multi brand strategy.

At present, Anta's brand matrix includes locating Anta of the masses, as well as sports fashion brand FILA completed through acquisitions, DESCENTE of high-end skiing and Kolon of outdoor series.

Anta's latest operating figures for the three quarter of 2017 revealed that the retail sales of non Anta brand products in the third quarter of 2017 increased by 40-50% compared with Anta's brand "double digit" (the second quarter was 20-30%).

Multi brand strategy has played an important role in maintaining its revenue growth.

In the interview, Li Ling believes that the main brand of Anta will continue to adhere to the brand attributes of cost-effective, and will continue to innovate in professional design and fabric selection.

For example, Anta sports recently released flash technology, so that the rebound, anti-seismic and ankle protection of sports shoes reached the price of 1000 yuan shoes abroad, but Anta still adopted the civilian line.

But Anta will buy more high-end brands in the future to achieve high-end sporting goods coverage.

It has been said that Anta sports will buy Puma, although Anta sports denied this, but in the first half of this year, Anta announced that it raised HK $3 billion 790 million for future acquisitions, while the target of acquisition was international sports brand.

It is foreseeable that Anta sports will definitely contact more international brands.

Online and offline rapid integration, multi brand to expand the international market

In the new retail era, online and offline integration is of great benefit to customer experience and business sales.

At present, Anta sports's online sales account for 20% of its proportion, and there is still room for growth.

Li Ling introduced that in 2017, Anta sports's double 11 line sales increased by 66%. During the double 11 period, a total of 7 hundred million sales were achieved, ranking third in all sporting goods brands.

In terms of online channels, the number of store layout in Anta (including Anta children's independent store) is 9041, and the number of FILA stores in China, Hongkong, Macao and Singapore, including FILA children's independent stores, is 869, and the number of Descente stores in China is 21.

At present, Anta has launched the layout of the eighth generation of shoe stores, and will quickly merge online and offline, such as buying more online products online.

At the same time, there are separate design and R & D teams on the Internet. Many limited products will be available online to promote sales growth of online channels.

Anta sports is using Anta's main brands, FILA, Sprandi and Descente four brands to force the international market.

Specifically includes the signing of NBA warriors star Clay Thompson, using FILA and other brands to expand abroad channels, a series of measures to open up Anta's overseas channels.

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Recognition of fans economic mode, advocating experiential marketing

Li Ling mentioned in particular that Anta sports marketing is also an ability.

For example, for the Winter Olympic Games, there are few attention buyers in Pingchang Winter Olympic Games.

Li Ling believes that the symbol of the success of the national marketing and marketing of Olympic Games is whether people in the streets and lanes really realize the connection between the Olympic spirit, the Olympic Games and sports.

Anta's cooperation with the Chinese Olympic Committee for 8 years has also made full use of this national marketing.

Anta sports also recognizes the pattern of fans' economy. Li Ling mentioned that many sports brands are crossing the border and looking for many entertainment stars to endorse sports brands.

"I think these new trends also represent a very important direction of China's consumption, that is, how to make more psychological connections in the society."

Another proposition of Anta sports is to experience consumption. Li Ling, for example, 2017 Anta sports very successful experiential marketing case - "crazy trip".

In 2017, Anta invited NBA champion Clay Thompson to China. Thompson followed Anta in more than a dozen cities and played more than 30 games, bringing Anta's caravan into public life.

At the same time, Anta sports has influenced tens of millions of people by marketing online and offline.

"So the final result of this marketing campaign is that Anta Clay Thompson series basketball category shoes, KT1 and KT3, are now on sale. They are all sold in the market."

Although Li Ling expressed confidence in the 100 billion goals of Anta sports group, she thought, "actually let many people enjoy this real happiness in participating in the event, returning to the essence of sports and sports is more important."

Can Anta sports achieve 100 billion goals ahead of time?

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