Anta'S Diversification Strategy Lays The Foundation For Competition

In 2008, China's per capita GDP exceeded 3000 dollars.

This means that the consumption structure of Chinese residents will undergo tremendous changes. The proportion of developing consumption and pleasing consumption will increase significantly, and sports consumption will undoubtedly become a bright spot in the current change of consumption structure.

At present, the per capita sports consumption in Europe and the United States is 300~500 dollars per year, while China's per capita sports consumption is less than 100 yuan per year.

China has a population of 1 billion 300 million, with an annual income of more than 3000 US dollars, 500 million people. If our per capita sports consumption reaches half of Europe and the United States, it will at least form a large market of 2 trillion yuan per year.

Faced with such a golden opportunity, Anta has always been sober.

Some commentators in China think that Anta's success should be attributed to the success of advertising strategy.

Any famous brand is not just relying on advertising and marketing to maintain reputation and sales, product quality and technology content is the leading factor.

In recent years, with the increase of time, money and energy invested in sports, more and more people begin to pay attention to the performance and technology content of sports equipment.

In the past, everyone had only a pair of sports shoes, but now they had professional running shoes, basketball, basketball shoes and tennis shoes.

Even basketball shoes are specifically divided into forwards, guards and other special shoes at different positions.

As marketing master Philip Kotler said, "the core of a great brand is a great product.

Products are the most important elements in the market.

Generally speaking, market leaders often provide good products and excellent services.

To provide consumers with cost-effective and professional sporting goods, Anta always believes that this is the key to breakthroughs in market competition.

Mr. Ding Shizhong, chairman and CEO of Anta's board of directors, said: "the Chinese government's stimulus measures and the revitalization of the sports industry plan will benefit the long-term development of the domestic sporting goods industry.

In the face of the strong demand brought by the rapid growth of the mass sports goods market, we will actively use sports sponsorship resources, conduct marketing activities, and launch high-quality products with high added value to further enhance the differentiation of brands and products.

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The driving force of Anta's rapid development

To enhance product quality and differentiation and consolidate Anta's leading position in the market, Anta continuously invested resources to optimize R & D design capability, supply chain management and quality monitoring process.

In addition to strengthening the strength of the internal R & D team and cooperating with the external professional bodies, Anta further optimizes the different operation stages to enhance the management efficiency and efficiency.

In the first half of 2010, Anta launched more than 1700 new shoes, 2000 costumes and 1000 accessories to meet the different needs of consumers.

Among them, the elastic rubber running shoes, which were officially listed in May, have comprehensively optimized the patented technology of Anta elastic glue, and adopted environmental degradable materials in an all-round way to ensure the safety of motion with powerful earthquake mitigation functions and achieve environmental protection demands.

These data undoubtedly show Anta's strong R & D capability.

It is understood that Anta has maintained a high level of R & D investment, as early as 2005, the establishment of the first sports science laboratory in China, continuous years of R & D costs accounted for more than three percent of sales.

In an interview with reporters, Lai Shixian, executive director of Anta's board of directors, has repeatedly stressed that "only by strengthening product R & D and design capabilities and developing professional and high-quality sporting goods can we further consolidate Anta's leading position in the market."

Meanwhile,

In addition, Anta is also constantly innovating brand marketing mode.

Also last year, Anta officially became a strategic partner of the Chinese Olympic Committee and won the sponsorship of all the 11 International Olympic major events including the Vancouver Winter Olympic Games, Guangzhou Asian Games and London Olympic Games in the next 4 years.

In the next four years, Anta will be accompanied by Chinese athletes in the international highest podium, closely linked with Chinese sports and gold medals, which will further enrich the Anta brand connotation, maintain a high share of Anta market share, and consolidate the leading position of Anta in China's sporting goods industry.

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Product diversification consolidating the foundation of competition

With the improvement of social urbanization and income level and the stimulation of people's pursuit of better and healthier lifestyles, the Chinese government has continuously improved the sports facilities in the community to support the development of sports.

Citizens have more opportunities to participate in all kinds of sports and promote the growth of social demand for diversified sporting goods.

In order to fully grasp the business opportunities of different market segments, Anta put forward the strategy of product diversification as early as 2008. So far, a complete diversified product system has been formed, and the brand mix and product mix have been optimized to meet the needs of consumers of different grades and categories.

Anta's strong strength in professional sports products, especially basketball and running series, has laid a professional image for Anta brand and has taken the lead in the mass market.

As early as 2003, Anta began to provide professional basketball shoes for the CBA team, and became a CBA strategic partner in 2004. In 2006, it renewed the contract for 7 years to 2012, and monopolized CBA sports resources for a long time.

The cooperation with CBA for Anta is not only exposure opportunities and brand promotion, but also the accumulation of technology. The first scientific research project undertaken by Anta Sports Science Laboratory in 2005 was to establish the foot database of CBA players. This is also the foot database of the first professional basketball player in Chinese history.

Today, Anta has accumulated foot data of more than 1000 players from 18 teams, which not only provides strong data support for further developing professional basketball shoes products, but also improves the comfort of Anta professional basketball shoes and training basketball shoes.

In addition to consolidating the advantages of basketball, Anta has begun to enrich the tennis product series to further penetrate the tennis product market.

In 2009, Anta also signed the world top ranking women's tennis star Jankovic and China Jinhua Zheng Jie, which further stimulated the development of professional high quality tennis equipment, and further laid the leading position of Anta products in the tennis field.

On the other hand, following the signing of the strategic cooperation partner of the Chinese Olympic Committee in 2009, Anta has also launched a series of "China Olympic Committee concession products". The first generation of Chinese Olympic Committee licensed products represented by the Winter Olympic Games award dress in Vancouver has attracted many people's attention at the winter Olympic Games. The award dress for the Asian Games to be released at the end of this year will soon be released in the expectation of all the people in Guangzhou.

In addition, when Anta launched the sports life series and children's series in 2008, it has gradually expanded the business of children and sports leisure products. So far, the gradually mature product quality and the stable position in children and leisure market have provided a good complement to Anta's diversified product structure.

The diversification of products not only contributes to the construction of channel, but also makes Anta channel healthier; moreover, it improves the profitability of single point, makes the cash flow benign, and even makes meritorious service in breaking the embarrassment of opening stores and holding stores.

From another point of view, providing consumers with diversified choices on the terminal greatly improves customer loyalty.

The practice of product diversification has laid a solid foundation for Anta's rapid entry and in-depth market, as well as the proliferation of brand equity and the formation of competitive advantages, thus greatly creating and enhancing profitability and market recognition.

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