Anta Sporting Goods Co., Ltd.
(HKEx: 22), referred to as Anta Sports and Anta for short, is a leading sporting goods enterprise in China, mainly engaged in designing, developing, manufacturing and marketing Anta brand sporting goods, including sports shoes, clothing and accessories.
Anta was founded in 1991
In 1991, the logo of Anta was hung at the gate of a shoe-making workshop in Jinjiang, Fujian for the first time. After more than 2 years of development, Anta Sporting Goods Co., Ltd. has now become the largest comprehensive sporting goods brand company in China.
In 1999, Anta signed a contract with Kong Linghui to build a brand
In 1999, Anta signed a contract with Kong Linghui as the image spokesperson, launched the brand slogan of "I choose what I like", and pioneered the marketing model of "sports star+CCTV" in China. The promotion of brand boosted the strong growth of sales, and the turnover quickly exceeded 2 million from more than 2 million. Since then, Anta has completed the construction from production to brand wholesale, and focused on penetration in second-and third-tier cities. "We need to become leaders in the value chain." Ding Shizhong said that in the face of more and more imitators, he always thinks about how to run faster and take the lead in Jinjiang, where the competition is getting more and more fierce.
Sponsoring CBA in 24 ushered in a period of rapid development for enterprises
Since 24, Anta has sponsored China Men's Basketball Professional League for three consecutive years, becoming the only designated partner of CBA
Anta in sponsoring CBA professional league sports equipment, breaking the pattern that international brands monopolize top domestic events. In January 26, Anta renewed its contract with CBA for another seven years, and the cooperation between the two parties continued until 212, further deepening the connection between Anta and CBA.
The first sports science laboratory in China was established in 25
In 25, Anta spent nearly 1 million yuan to establish the first high-tech sports science laboratory in China
Anta sports science laboratory is the latest batch of national enterprise technology centers approved by the National Development and Reform Commission, the first and only national enterprise technology center in China sporting goods industry, and the only national enterprise technology center approved by the state so far. Since its establishment, it has contributed more than 41 national patents to Anta, and has a certain scale of R&D team, which is known as "China Sports Science and Technology Incubator". Since the establishment of the Sports Science Laboratory, Anta has successively introduced dual shock absorption technology, moisture absorption and perspiration technology in the clothing field and the "three-proof" function. The new shock absorption technology has long-lasting shock absorption insole, elastic jelly technology, elastic arch structure, ultra-light EVA material, soft EVA material and many other professional technologies, which has promoted the all-round "technical upgrade" of Anta brand.
Listed in Hong Kong in 27
On July 1th, 27, Anta Sports was listed on the Hong Kong Stock Exchange, offering 6 million shares worldwide, and only the public offering was oversubscribed by 183 times. Together with the over-allotment, Anta raised more than HK$ 3.5 billion, setting a record for the P/E ratio and financing amount of the sporting goods industry in China.
ANTA KIDS Strategy was launched in 28
In view of the competitive situation in the domestic children's wear and shoes market, Anta launched its affiliated brand Anta Kids in 28. Anta Kids, as an extension of Anta brand, promoted the competitive advantage of parent brand as a whole, expanded sales and tapped new user groups with the help of parent brand's market influence. At the same time, relying on Anta's years of brand marketing experience, we will develop the children's shoes market in China and make every effort to build a well-known brand and leader in the children's shoes market in China.
In 29, Anta acquired FILA to start the multi-brand strategy
As early as 29, Anta acquired the trademark rights and operation business of FILA
LOGO, an internationally renowned fashion sports brand in China, and positioned it in the high-end market, gradually occupying the channels of major high-end department stores in China, which was the first step for Anta to practice the multi-brand operation strategy and build a multi-brand operation group. After five years' development, FILA has become a new profit growth point of Anta Group, and forms differences and complementarities with Anta brand.
In p>29, Anta signed a contract with the Chinese Olympic Committee to create a brand image representing China sports;
In June, 29, Anta reached a strategic cooperation agreement with the Chinese Olympic Committee, and became the partner of the Chinese Olympic Committee's sportswear in 29-212, sponsoring China Sports Group to participate in 11 major international events such as the 21 Vancouver Winter Olympics, the 21 Guangzhou Asian Games and the 212 London Olympic Games to provide champion equipment.
In the London Olympic Games in p>212, with the China Olympic athletes winning medals on the field, Anta's "Champion Dragon Suit" was well known to many consumers in China through TV broadcast.
Anta signed a contract with the Chinese Olympic Committee
In 212, it became the first in China's sporting goods industry
In 212, Anta's performance reached RMB 7.62 billion, while the latter was RMB 6.74 billion. In terms of absolute revenue, Anta has successfully become the leader of domestic sporting goods brands.
In 213, Anta started the retail transformation strategy.
In 213, Anta took active measures to promote the industry recovery. Anta started the "retail-oriented" business model transformation within the company, starting from the aspects of retail culture construction, management efficiency improvement, flexible supply chain, effective inventory control and channel optimization, etc., and carried out all-round transformation and upgrading of the enterprise. On the other hand, we will innovate independently in several fields such as brands, products and new businesses, strengthen the professional image of brands, enhance the differentiation of brands and products, and promote the development of the company in high-potential markets through FILA and Anta children's sporting goods series.
Renewing the contract of the Chinese Olympic Committee in 213
On January 17, 213, the "213-216 Chinese Olympic Committee Sportswear Partner Signing Conference" was held in the conference hall of the State Sports General Administration. Since 29, Anta has become a partner of the Chinese Olympic Committee for the first time, and once again joined hands with the Chinese Olympic Committee to become the "213-216 Chinese Olympic Committee Sportswear Partner" in the new Olympic cycle. In the next Olympic cycle, Anta will continue to provide prize-winning equipment for 1 major international comprehensive sports games, including the Sochi Winter Olympics in 214, the Incheon Asian Games in 214 and the Rio Olympic Games in 216.
Signing Gymnastics Center in p>214
On August 4th, Anta Sporting Goods Co., Ltd. further expanded its sports resources, and formally signed a contract with Anta Gymnastics Team Center, the gymnastics management department of the State General Administration of Sport, and the two sides will carry out comprehensive strategic cooperation.
Anta is a partner of the Chinese Olympic Committee. In addition to providing a full set of award-winning equipment and living equipment for the China sports delegation, it has also cooperated with the Water Sports Management Center, the Winter Sports Management Center and the Boxing and Taekwondo Sports Management Center in an all-round way, providing professional competition clothes and training clothes for all national teams under each center.
In 216, we broke through 1 billion achievements with craftsman spirit
On February 23, 216, Anta Sporting Goods Co., Ltd. announced its annual performance report for 215 in Hong Kong. The company's revenue reached RMB 11.126 billion, an increase of 24.7%, making it the first sporting goods enterprise in China to enter the 1 billion club. Anta attributed this performance to "always adhering to the spirit of artisans and striving to make every piece of clothing and every pair of shoes."
In 216, Anta released smart running shoes
On June 19th, 216, during the 3th Olympic Day long-distance running, Anta released smart running shoes, which focused on all-round running posture monitoring, and could scientifically test foot turnover, landing mode, force, flying height, stride length, landing time, PK step frequency and so on. At the same time, Anta also launched an app matching with smart running shoes-Ant
a running time. It aims to provide more professional and intelligent running equipment for runners and formally launch the smart running shoes market.
This is the first time that Anta has released a smart product. For Anta, the core running shoe integrating hardware, services, social communication and e-commerce is not only a product, but also an important measure for Anta to deploy smart wearable devices and seize the data portal of mobile Internet.
In 216, Anta released the Brazilian Olympic Dragon Dress
On June 29th, 216, the "Champion Dragon Dress", which was carefully designed and built by Anta and symbolized the highest glory of China sports, was unveiled at the Beijing Water Cube. This Olympic Dragon Dress skillfully combined China tradition with modern fashion, making it more in line with the trend. At the same time, Anta launched the Olympic communication with the theme of "Breaking", hoping to inspire a new generation of China Olympic athletes to show the power of China sports to the world at the Rio Olympic Games one month later, which also marks the official launch of Anta's Olympic marketing.