1999 signing hole to build brand 1999, Anta signing hole as the image spokesperson, launched the brand slogan "I choose what I like" and created the domestic "sports star+CCTV" marketing model.
The promotion of brand has driven the strong growth of sales, and the turnover has increased rapidly from more than 2,000.
Ten thousand broke through two hundred 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 be 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 becoming more and more fierce.
Sponsored CBA in 2004, the enterprise ushered in a period of rapid development. Since 2004, Anta has sponsored China Men's Basketball Professional League for three consecutive years, becoming the only designated partner of sports equipment in CBA Professional League, breaking the pattern that international brands monopolize top domestic events.
On June 5438+ 10, 2006, Anta and CBA renewed their contracts for another seven years, and the cooperation between them continued until 20 12, further deepening the relationship between Anta and CBA.
In 2005, the first sports science laboratory in China was established. In 2005, Anta invested nearly 10 million yuan to establish the first high-tech sports science laboratory in China. This scientific 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 so far.
Since its establishment, it has contributed more than 4 1 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 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.
It was listed in Hong Kong in 2007. In July 2007 10, Anta Sports was listed on the Hong Kong Stock Exchange, with 600 million shares sold worldwide, which was oversubscribed 183 times.
Coupled with 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 Children's Strategy was launched in 2008. 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 taps 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.
In 2009, Anta acquired Fila and launched a multi-brand strategy. 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 2009, Anta signed a contract with the Chinese Olympic Committee to create a brand image representing China sports; In June 2009, Anta reached a strategic cooperation agreement with the Chinese Olympic Committee, and became the sportswear partner of the Chinese Olympic Committee in 2009-20 12, sponsoring China Sports Group to participate in Vancouver Winter Olympics, Guangzhou Asian Games and London Olympic Games1.
In the 20 12 London Olympic Games, with the China Olympic athletes winning medals on the field, Anta's elaborate "champion dragon suit" was also known to many domestic consumers through TV broadcast.
Anta signed a contract with the Chinese Olympic Committee in 20 12, and became the first in China's sporting goods industry 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. In 20 13, Anta started the retail transformation strategy. 20 13 Anta actively takes measures to promote the recovery of the industry. Anta started the transformation of "retail-oriented" business model within the company, starting from the aspects of retail culture construction, management efficiency improvement, flexible supply chain, effective inventory control and channel optimization.
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.
20 13 Chinese Olympic Committee renewed its contract 20 13 17 10. In October, the "20 13-20 16 Chinese Olympic Committee sportswear partner signing conference" was held in the conference hall of the State Sports General Administration. Since 2009, Anta has become a partner of the Chinese Olympic Committee for the first time.
In the next Olympic cycle, Anta will continue to provide award-winning equipment for the 10 large-scale international comprehensive games, including the 20 14 Sochi Winter Olympics, the 20 14 Incheon Asian Games and the 20 16 Rio Olympic Games.
2065438+On August 4th, 2004, Anta Sporting Goods Co., Ltd. signed a contract with the Gymnastics Management Center of the State Sports General Administration, and the two sides will carry out comprehensive strategic cooperation.
Anta is a partner of the Chinese Olympic Committee. In addition to providing the China sports delegation with a full set of award-winning equipment and living equipment, it has also cooperated with the Water Sports Management Center, the Winter Sports Management Center and the Boxing Taekwondo Management Center in an all-round way, providing professional competition clothes and training clothes for all national teams under the jurisdiction of each center.
On 20 14, Anta officially became the official market partner and licensor of NBA.
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.
In 20 14 years, the performance reached a new high. 20 15 Anta Sporting Goods Co., Ltd. released 20 14 performance announcement in Hong Kong. The company's operating income was 8.923 billion yuan, a year-on-year increase of 22.5%. The profit attributable to shareholders is 654.38+07 billion yuan, an increase of 29.3% compared with 2065.438+03.
The business performance reached a record high, ranking first in the domestic sporting goods industry, and also injected a shot in the arm for the sporting goods industry in the adjustment period.