What Is The Secret Of Anta, Which Leads The Sporting Goods Market?

What is the secret of leading Anta?

After winning the championship, the Guangdong team members wore the CBA's biggest sponsor, Anta's carefully designed Championship T-shirt.

With the strength and experience of foreign capital, Lining has gradually returned to the track, but it is no longer the local boss, at least not now.

Anta recently released its 2011 Annual Report. Turnover increased by 20.2% to 8 billion 904 million yuan, and net profit was 1 billion 730 million yuan. In one go, it surpassed Lining and sat on the local sports brand turnover.

Prior to Lining's performance forecast, it is expected to decline by 9 billion 479 million yuan compared with the 2010 revenue of 6%-7% of about 8 billion 800 million yuan, net profit will also decline by 1 billion 100 million yuan in 2010 7%-8%.

Although Lining's final data have not yet come out, Anta's "double litre" and Lining's "double down" trend are already foregone conclusion. Anta firmly sits on the throne of the domestic sporting goods industry "one brother".

In the "2011 China brand value list" recently selected by Interbrand, an internationally renowned brand strategy consultancy, Anta rose 4 places last year, ranking seventeenth, becoming the highest ranked local sport.

Ducks often feel lax in the lake. In fact, his legs are working hard under the water, waiting for the time to come and show their strength.

Anta is a duck who works silently.

It is the origin of the name "Anta" to "start a business at ease and be practical".

Anta uses an objective and direct text to state its everlasting brand roots.

"Anta just did the right thing at the right time, made a good start and won the market opportunity."

Ding Shizhong, chairman of Anta Sports Products Limited's board of directors, said humbly.

Anta is undoubtedly the first line sports brand in China, and also an ambitious expansionist.

In 1994, the first sign of Anta was put on the doorway of a shoe factory in Jinjiang, Fujian. After more than a decade of development, Anta has developed into one of the largest marketing oriented sporting goods companies in China.

Statistics from the China Federation of Commerce and the China National Business Information Center show that Anta sports shoes have been running for many years.

1990s, Asia

When Anta was founded, most sporting goods companies in Jinjiang chose to make an international brand OME export order, which made the domestic market huge.

Taking this opportunity, Anta resolutely abandoned the traditional route and took the lead in choosing to enter the domestic market and create its own brand.

The rich resources in the domestic market made Anta look like a duck to water. In just two years, Anta's share in the sports shoes market increased to 13%.

Later, when Anta signed Kong Linghui to endorse Anta, a brand slogan of "I choose, I like" was bombed on CCTV 5 channel.

At the 2000 Sydney Olympic Games, Kong Linghui's winning the championship also pushed Anta's influence to a peak.

Anta's innovative marketing model was launched, and in just over a year, Anta was on top of the brand sales of domestic sports shoes.

Anta store has soared to nearly 10000 from 2000 companies in 1999, and has basically completed the exclusive network covering the whole country (county) city level, reaching the largest coverage coverage in the industry.