You may have never heard of Anta, but it indeed raises billows in sports equipment field. In fact, Anta has already outsold Nike and Adidas in some places. Anta Group is a comprehensive and multi-brand sports goods group specializing in the design, production and sales of sports shoes, clothing, accessories and other sports equipment. After nearly 30 years of development, Anta has transformed from a traditional private enterprise into a public company with modern governance structure and international competitiveness. Let’s jsut have a look.
In 1999, ANTA signed Kong Linghui as its image spokesman, launched the brand slogan “I choose what I like”. In fact, it pioneered the marketing model of “sports stars + CCTV” in China. The promotion of the brand drove the strong growth of sales, and the turnover quickly exceeded 200 million from more than 20 million. Since then, Anta has completed the construction from production to brand wholesale, and focuses on penetration in second – and third-tier cities.
Since 2004, Anta has sponsored CBA, Chinese Basketball Association, for three consecutive years. It has become the designated partner of sports equipment for CBA Professional league, breaking the pattern of international brands monopolizing domestic top competitions. In January 2006, Anta renewed its contract with CBA for another seven years, extending the cooperation to 2012. In fact, the act further deepened the ties between Anta and CBA.
On July 10, 2007, ANTA Sports was listed on the Hong Kong Stock Exchange, offering 600 million shares globally. In fact, Anta has raised more than HK $3.5 billion, setting the record for the highest price-earnings ratio and financing amount in China’s sports goods industry.
On October 13, 2014, Anta became the official marketing partner and NBA licensee of NBA. The partnership is the first time the NBA has authorized a Chinese sporting goods company to use a co-branded brand. What’s more, Anta will launch a full line of sneakers and accessories under the Anta-NBA co-branded brand with team and league logos.
On Oct 29, 2019, the International Olympic Committee (IOC) held a ceremony at the International Olympic Museum in Lausanne, Switzerland. IOC officially announce Chinese sports brand Anta as the official sports apparel supplier of them.
As early as 2005, Anta established the first enterprise technology center recognized by the state in China’s sports goods industry. It collects tens of thousands of Chinese foot data from time to time in the country, in order to make a pair of sports shoes suitable for Chinese foot.
Now, its R&D expense has increased from less than 1% of sales cost to 5.8%. The design team comes from all over the world, and has set up R&D centers in the United States, Japan and South Korea respectively. Every year, it applies for dozens of independent R&D patents. Self-developed scientific and technological achievements, such as elastic glue, easy bending, energy ring and flying weaving technology, have also become the most popular products among consumers.
Anta Sports has set up research and development centers in the United States, Japan, South Korea and China. As of July 2018, about 25% of the company’s senior executives have work experience in multinational enterprises, and there are more than 100 foreign designers.
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