Brand history:
Anta was founded in 199 1.
199 1 year, Anta's logo was hung at the gate of a shoe-making workshop in Jinjiang, Fujian for the first time. After more than 20 years of development, Anta Sporting Goods Co., Ltd. has now become the largest comprehensive sporting goods brand company in China.
In 2005, Anta invested nearly 10 million yuan to establish the first high-tech sports science laboratory in China, which is the latest batch of state-level enterprise technology centers approved by the National Development and Reform Commission, the first and only state-level enterprise technology center in China sporting goods industry, and the only state-level enterprise technology center so far.
Since the establishment of Sports Science Laboratory, Anta has successively introduced dual shock absorption technology, moisture absorption and perspiration technology in clothing field and "three defenses" function. The new shock absorption technology has many professional technologies, such as long-term shock absorption insole, elastic "jelly" technology, elastic arch structure, ultra-light EVA material, soft EVA material and so on, which has promoted the all-round "technical upgrade" of Anta brand.
In view of the competitive situation in the domestic children's wear and shoes market, Anta launched its affiliated brand Anta KIDS in 2008. As an extension of Anta brand, Anta KIDS promotes parent brand's competitive advantage as a whole, expands its sales volume and explores new user groups with the help of parent brand's market influence. At the same time, relying on many years' brand marketing experience of Anta, we will explore 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.
As early as 2009, Anta acquired the trademark rights and operation business of FILA, an internationally renowned fashion sports brand, in China, positioning itself in the high-end market and gradually occupying the channels of major high-end department stores in China. This is the first step for Anta to implement the multi-brand operation strategy and build a multi-brand operation group. After five years of development, Feile has become a new profit growth point of Anta Group, which is differentiated and complementary with Anta brand.
In 20 12, Anta's performance reached 7.62 billion yuan, while the latter was 6.74 billion yuan. In terms of absolute revenue, Anta has successfully become the leader of domestic sporting goods brands.
20 13 Anta actively takes measures to promote the recovery of the industry. Anta started the "retail-oriented" business model transformation within the company, and started from the aspects of retail culture construction, management efficiency improvement, flexible supply chain, effective inventory control, channel optimization, etc., and carried out all-round transformation and upgrading of the enterprise.
On the other hand, we will carry out independent innovation 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 company's development in high-potential markets through the children's sporting goods series of Fila and Anta.
NBA official marketing partner and NBA licensor. This cooperation is the first time that NBA authorized China Sporting Goods Company to use co-branded products. Anta will launch a full range of Anta -NBA co-branded sports shoes and accessories with team and league logos, which will be sold in more than 2,000 Anta stores in some stores across the country, as well as e-commerce platforms such as Anta official mall, Anta Tmall flagship store and Anta JD.COM flagship store.
20 16, 19 On June 9, during the long-distance running on the 30th Olympic Day, Anta released intelligent running shoes, focusing on all-round running posture monitoring, which can scientifically test the foot flip, landing mode, stress, flying height, stride length, landing time and PK step frequency. At the same time, Anta also launched an app compatible with smart running shoes-Ant A Running Time.
It aims to provide more professional and intelligent running equipment for runners and officially launch the smart running shoes market. This is the first time that Anta has released smart products. For Anta, the core running shoes integrating hardware, service, socialization and e-commerce are not only a product, but also an important measure for Anta to deploy smart wearable devices and seize the data portal of mobile Internet.
20 16 Anta released the Brazilian Olympic dragon suit.
2065438+On June 29th, 2006, the "Champion Dragon Dress", which was carefully designed by Anta and symbolized the highest glory of China sports, appeared in the Beijing Water Cube. This set of Olympic dragon suits skillfully combines 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 Olympic marketing.
2065438+07 March 1 Launched "Antheunis".
The personalized product customization service system "Antani" can reach consumers when it is officially launched, and it is in a leading position in the industry. With the official launch of "Anteni", customized business will enhance the consumer-to-business relationship.
Cognition and expectation of products. Consumers will not only pursue functionality, but also have higher requirements for the fashion and personalization of product appearance, which will also promote the industry to tap the needs of more consumers and realize self-change.
20 17 Anta celebrates its 10th anniversary of listing.
20 17 the three-year plan of thriving public welfare program was launched.
20 17 12, the first three-year implementation plan of Anta vigorous growth public welfare plan was launched in Mangjing Primary School, Lancang County, Pu 'er. From July 2065438 to July 2020, Anta plans to donate 90 million yuan worth of sports equipment to poor rural teenagers through the China Youth Development Foundation. ? [12] and incorporate the brand-new public service IP "Le Dong Hui" into the thriving public welfare plan.
On March 7th, 20 18, Anta entered the professional football league in China, and announced that it has become a partner and sports equipment sponsor of Zhejiang Greentown Football Club in Hangzhou, and released the brand-new home and away jerseys of Zhejiang Greentown Football Club in the 20 18 season. This is the first time that Anta has cooperated with a professional football club.
2065438+In February 2009, Anta Sports Consortium said that the offer to acquire Amer Sports was approved by Mexico.
Extended data:
Corporate culture-core values:
Consumer-oriented-adhere to consumer-oriented, understand consumers, gain insight into consumption trends, respond quickly, and meet consumer needs.
Dedication and Pragmatism-We are committed to the common growth of sports with a realistic attitude of "precision, delicacy, truthfulness and strictness".
Innovation and transcendence-we are never afraid of the risk of change. We should foresee the forward-looking pattern and create the lifelong value of customers with on-demand innovation.
Respect and tolerance-We adhere to the principle of "respecting differences and learning from each other" and create an open and inclusive atmosphere. We insist on following the example of contributors and let them get reasonable returns.
Honesty and gratitude-we firmly believe in the principle of honesty and integrity, keep our promises, always be grateful and do a good job in social responsibility.
Baidu encyclopedia-Anta
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