Multi Category Vertical Extension Of Multi Brand Horizontal Expansion

Many Quanzhou

For the different needs of consumers extend the category.

The picture shows that workers are busy shaping shoes in XTEP (China) Ltd.

In the original

On the basis of sports, Anta children and FILA, Anta also announced the cooperation with the famous Japanese sportswear brand Descente (Desanto), which will expand the domestic high-end ski market. Based on the production and promotion of professional fitness equipment, Shu Hua has found new space from the hot tide of national fitness, and began to build multi-functional sports venues to meet the sports needs of community residents and young people.

In the face of 7 trillion yuan sports industry cake, Quanzhou sports brand has opened a new round of expansion, through vertical multi category extension and horizontal multi brand expansion, further expand sports "territory".

Multi category vertical extension

As the first sporting product industry in China, its performance has exceeded 100 billion yuan, and Anta's development of subdivision sports has never stopped.

In 2014, Anta released the "strength and invaluable" basketball strategy and became the NBA official market partner and NBA product licensing company in China, greatly enhancing the popularity and reputation of Anta basketball.

At the same time, through signing five Kevin Garnett giants such as Kevin Garnett, Anta has continuously strengthened and endorsed the professional attributes of Anta basketball equipment.

In addition, Anta released the "run with me" running strategy last year, and successfully supported the marathon marathon runner, Chen Bin Bin, who challenged the 100 marathon running for 100 consecutive days. In October last year, Anta signed the national football team captain Zheng Zhi, and joined Hengda football school to release the "just kick" football strategy, and promote the development of Chinese youth football through the four major plans of events, equipment, coaches and venues.

From basketball, soccer to running and comprehensive training, Anta strengthened the market share of the brand in the four main sports categories, which also helped Anta realize it in 2015.

Sales exceeded Nike, reaching 40 million pairs.

361 degrees also proposed a category subdivision strategy for sports products, and made overall efforts in running, basketball, comprehensive training and football fields, and developed professional sports shoes and clothing products in various fields to enhance the brand's market recognition.

Not only sports shoes and clothing enterprises, as the leader of domestic sports equipment, in recent two years, Shu Hua has also begun to expand from fitness equipment to sports venues. In view of the serious shortage of domestic community sports and youth sports venues, Shuhua has developed small multi-function sports venues, including "360 round football field", "multi-functional sports field" and "five player soccer field", which effectively meet the sports needs of community residents and young people.

Multi brand horizontal expansion

In order to meet the needs of consumers in more market segments, the multi brand horizontal expansion strategy of Quanzhou sports brand is also being carried out step by step.

In 2015, Anta's revenue reached 11 billion 126 million yuan, an increase of 24.7%.

Behind the performance of billions of dollars, the implementation of multi brand strategy has become an important support.

In Anta's existing brand matrix, Anta is positioned in the mass professional sports market, providing the most cost-effective professional sporting goods for the most consumers. FILA is positioned in the high-end sports and fashion market, and provides sports and fashion products for high-end consumers through cooperation with top designers worldwide. Anta children, as the first brand of China's children's movement, will usher in a more rapid development with the formal announcement of the Anta youth soccer strategy and the release of the "two child" policy in China.

In addition, cooperation with Descente (Desanto) and the acquisition of another sports outdoor brand Sprandi (Sprang Di) will further expand Anta's brand territory.

For the future, Ding Shizhong, chairman and CEO of Anta's board of directors, said that Anta will cover different segments of the market through different brands, and do not exclude more brands joining Anta. "Acquisition and merger will have opportunities every year."

Similarly, the 361 degree growth achieved in 2015 also indicated in the annual report that the multi brand subdivision development strategy of the group accurately positioned multi-layered audiences to fully cover the different needs of consumers.

At present, the 361 degree exercise continues the longitudinal deep tillage category strategy, aiming at the huge demand of the running market at the same time, deep tillage basketball, comprehensive training and other categories; since the establishment of the 361 degree children's brand in 2009, it has been profitable for 6 consecutive years. In 2015, it contributed more than 10% to the group's contribution, and the top outdoor sports brand ONE WAY from Finland continued to deepen its layout, and the three main products of cycling, skiing and outdoor exploration, which filled the gap of the consumer market in the Greater China region.