Fashion Express: Domestic Sports Brands Set Off An Upsurge

　　 Recently, Li Ning announced the "marriage" of Sequoia China to open the door to the overseas market. Anta, which set up its Sailing Business Unit as early as 2023, has first stepped into Nike's hinterland - the United States in terms of globalization. Recently, Xu Yang, CEO of Anta, revealed at an internal meeting that Anta plans to open stores in the United States next year. With the current upsurge of electric vehicles, mobile phones, infrastructure and other Chinese products going to Europe, America, Southeast Asia and other overseas markets, domestic sports brands are also setting off a wave of globalization.

　　 With the rapid development of China's economy over the years, China's domestic sports brands have also gone through a period of rapid development. At present, the domestic market has become increasingly mature, and Chinese sports brands have begun to think about how to better develop new overseas markets.

Xu Yang, CEO of Anta brand, delivered a speech at the Sino Europe EMBA News Lecture

　　 In an interview with reporters back in 2005, Ding Shizhong, the founder of Anta, said, "Do not be Nike in China, but Anta in the world!". Nearly 20 years later, Anta has been making positive efforts to become "Anta of the world". Xu Yang said that since 2005, Anta has been making a global layout, so it should be emphasized that globalization is not a strategic transformation, it is Anta's strategic implementation, and it is our long-term principle.

Xu Yang, CEO of Anta brand, participated in the round table discussion of China Europe EMBA News Lecture

　　 In the overseas market, the market situation and consumption habits of each country and region are different. For example, DTC model has been proved to be an effective business model in Southeast Asia, Middle East and Africa and other markets; In the United States, large retailers such as Foot Locker and DSG undertake a very large sales volume of international sports brands. The globalization of Anta has implemented a three-step strategy in the United States. First, in March this year, starting from the sale of Owen generation products in the United States, the process of globalization was officially launched. ANTA KAI 1 has quickly sold out in 13 cities around the world, helping Anta quickly make a global impact. Especially in the United States, Anta chose to sell in the trendy boutiques in Dallas first, which triggered a queue for purchase, and then gradually released color matching to expand to six stores, obtaining positive feedback from the market.

　　 The second step is on September 28, with ANTA KAI 1 SPEED entering Foot Locker, one of the world's largest retail channels for sporting goods, and focusing on the United States, 60 core Foot Locker stores in Canada, the United Kingdom, France, Italy and 20 DSG stores in the United States will be sold, and at the same time, they will be launched on their e-commerce websites - entering mainstream retail channels in Europe and the United States, This also marks the breakthrough of Anta's globalization.

　　 In this cooperation, Anta selected the best 44 HOME COURT high-end stores for basketball fans from more than 900 Foot Locker stores in the United States. These stores were originally used as exclusive commodity sales areas for Nike and other international sports brands. On the first day of entry, there were also signature shoes of international brands on sale in Foot Locker. However, as a mainstream high-end positioning basketball shoe, ANTA KAI 1 SPEED outperformed other international brands in sales performance at a price of $125. Earlier, on October 26, Anta released a new color scheme for this shoe.

　　 The positive market feedback also enabled Anta to start the third step - opening stores in the United States. It is reported that Anta may open its stores in Beverly Hills in Los Angeles and Fifth Avenue in New York next year. Another possible location is Dallas. After all, Michael and Clay, Anta's signed players, play in the NBA Dallas Lone Ranger.

　　 Xu Yang said that when Chinese sports brands go to sea, they must forget all their glory in China. They must redefine themselves in the overseas market, be guided by global consumers, meet their needs, and integrate into their lives.

　　 North America is one of the most important markets for sporting goods enterprises in the world. Anta's success in the North American market can not only increase the share of overseas markets in the overall income, but also better influence and radiate consumers in other regions with the influence of this "battle", thus better promoting the strategy of globalization.