Nike Was Second Only To Anta. Anta Sold 70 Million Pairs Of Shoes Last Year.

In the past few years, friends chose sports shoes, and the first ones were Nike, Adidas, Puma and other foreign brands. In recent years, there has been a new change in the choice of consumers. More and more consumers in China are willing to buy Anta, Lining, and 360 degree sports brands. The development of Anta is particularly prominent, and gradually widen the gap with Lining and become a new generation of shoe king.

According to the mid 2019 incident report, the company achieved a revenue of 14 billion 810 million yuan, an increase of 40.3% over the same period, and a net profit of 2 billion 483 million yuan, an increase of 27.7% over the same period last year. The total number of stores was over 1. Whether it is income or net profit, Anta ranked first in the domestic sporting goods industry, and sold 70 million pairs of shoes last year.

Not only that, the market value of Anta has exceeded HK $210 billion, but it has been a big leader in Adidas, and has become the second largest education product company in the world. It is second only to Nike. According to the 2019 Hurun rich list, the personal value of Ding Shizhong, the head of Anta, is as high as 35 billion yuan.

In the 70s of last century, Ding Shizhong was born in Jinjiang, Fujian, and grew up in his shoemaking workshop. At the age of 17, he took 600 pairs of shoes collected from various workshops and set foot on the shoe selling road to Beijing. When he first arrived, he succeeded in pressing the head of the store and renting a booth to start selling shoes. In the future, with the brilliant business thinking, Jinjiang shoe counters have been opened in major shopping malls, and business is very hot. In only four years, it has earned 200 thousand yuan, which is undoubtedly a huge sum of money at that time.

When he was shopping in the mall, he found that a pair of famous foreign sports shoes often cost hundreds of yuan, and many people scrambled to buy them. With the same quality, the shoes made at home are sold for more than ten yuan. Why is the gap so large? After careful consideration, the root of the brand is the root of it, so he deliberately creates his own brand name.

In Jinjiang in 90s, there were thousands of small shoe factories like Anta. With the experience of selling and accumulating, Ding Shizhong set up an agent distribution mode in the whole country and accumulated the first batch of dealers. After several years of development, the company has gained a reputation.

In order to expand the popularity of the brand, he also argued that it would almost cost the company a year's money to invite famous table tennis player Kong Linghui as spokesperson. Not only cloud but also millions of TV promotions. It turned out that Ding Shizhong was right. The result of this adventure was immediate. Dealers came in and sales doubled.

In recent years, Anta has opened up the global layout and has repeatedly taken foreign brands. They obtained the trademark application rights and franchises of Italy sports brand FILA in China from BELLE. After adjusting the brand positioning, Fei Le realized 6 billion 538 million yuan in the first half of 2019, accounting for more than 40% of the total revenue.

Thanks to this, the group has formed a multi brand group of professional sports brand, fashion sports brand and outdoor sports brand, covering 8 platforms, such as comprehensive training, running, skiing and so on, to meet diversified consumption needs. This year, the company also realized the acquisition of AmerSports and opened up new space for international environmental trends.

Of course, the multi brand effect of Anta needs further examination of environmental trends. In the first half of this year, the growth rate of other brands declined slightly in addition to the substantial growth in the main brand and Fiat revenue. According to Ding Shizhong's plan, by 2025, the company will achieve 100 billion revenue and surpass Nike to become a large-scale sporting goods company in the domestic environment trend.