ANTA (China) Co., Ltd. is a Sino-foreign joint venture and the largest comprehensive sporting goods enterprise integrating production, manufacturing and marketing. It is composed of ANTA (Fujian) Shoes Co., Ltd. and Beijing ANTA Oriental. It is composed of Sporting Goods Co., Ltd., ANTA (Hong Kong) International Investment Company and ANTA Shoes Factory.
Brand history:
Anta was established in 1991
In 1991, the Anta logo was first hung at the door of a shoemaking workshop in Jinjiang, Fujian. After more than 20 years of development, ANTA Sports Goods Co., Ltd. has become the largest comprehensive sports goods brand company in China.
In 2005, Anta spent nearly 10 million yuan to establish the country's first high-tech sports science laboratory. This science laboratory is the latest batch of national sports science laboratories to be certified by the National Development and Reform Commission. It is the first and only national-level enterprise technology center in China's sporting goods industry and the only national-level enterprise technology center that has been recognized by the state so far.
Since the establishment of the Sports Science Laboratory, Anta has successively launched dual shock-absorbing technology, moisture wicking technology and "three-proof" functions in the clothing field, new shock-absorbing technology, long-lasting shock-absorbing insoles, Elastic "jelly" technology, elastic arch structure, ultra-light EVA materials, soft EVA materials and many other professional technologies have driven the all-round "technical upgrade" of the ANTA brand.
In response to the competitive situation in the domestic children's clothing and shoes market, Anta launched the subsidiary brand ANTA KIDS in 2008. As an extension of the Anta brand, ANTA KIDS enhances the overall competitive advantage of the parent brand and leverages the market influence of the parent brand. Expand sales and tap new user groups. At the same time, we will rely on ANTA's many years of brand marketing experience to develop the Chinese children's shoes market and strive to build a well-known brand and leader in the Chinese children's shoes market.
As early as 2009, Anta made a high-profile acquisition of the trademark rights and operating business of the internationally renowned fashion sports brand FILA in China, and positioned itself in the high-end market, gradually occupying the channels of major domestic high-end department stores. This is ANTA is the first step to implement the multi-brand operation strategy and build a multi-brand operation group. After five years of development, FILA has become a new profit growth point for Anta Group and has formed a complementary complement to the Anta brand.
In 2012, Anta's performance reached RMB 7.62 billion, compared with RMB 6.74 billion. Judging from the absolute value of revenue, Anta has successfully become the leader of domestic sporting goods brands
Anta took active measures to promote industry recovery in 2013. Anta launched a "retail-oriented" strategy within the company The company's business model transformation starts from the aspects of retail culture construction, management efficiency improvement, flexible supply chain, effective inventory control, channel optimization, etc., to carry out all-round transformation and upgrading of the enterprise.
On the other hand, we have independently innovated in several areas such as brand, product, and new business, strengthened the professional image of the brand, enhanced the differentiation of the brand and products, and promoted the company's success through FILA and Anta children's sports goods series. Development of high potential markets.
NBA official marketing partner and NBA licensee. This cooperation is the first time the NBA has authorized a Chinese sporting goods company to use a co-branded brand. ANTA will launch a full range of ANTA-NBA co-branded sports shoes and accessories with team and league logos in more than 2,000 ANTA stores across the country, as well as ANTA official mall, ANTA Tmall flagship store and ANTA JD flagship store Wait for e-commerce platforms to sell.
On June 19, 2016, during the 30th Olympic Day long-distance running event, Anta released smart running shoes. The running shoes focus on all-round running posture monitoring and can scientifically test foot turnover, landing method, and impact. Force size, flight height, stride length, landing time, PK cadence, etc. At the same time, Anta also launched ANT Running time, an APP that matches smart running shoes.
Aims to provide runners with more professional and smarter running equipment and officially enter the smart running shoe market.
This is the first time Anta has released a smart product. For Anta, core running shoes that integrate hardware, services, social networking and e-commerce are not only a product, but also an important measure for Anta to lay out smart wearable devices and seize the mobile Internet data entrance. .
Anta released the Brazilian Olympic dragon suit in 2016
On June 29, 2016, the "champion dragon suit" carefully designed and created by Anta, symbolizing the highest glory of Chinese sports, was unveiled at the Water Cube in Beijing. Lifting the veil of mystery, this Olympic dragon suit cleverly combines Chinese tradition and modern fashion, making the dragon suit more in line with the trend. Anta also launched an Olympic communication with the theme of "To Break", hoping to inspire a new generation of Chinese Olympic athletes to show the power of Chinese sports to the world at the Rio Olympics one month later. This also marks Anta's Olympic success Marketing officially started.
"ANTAUNI" was launched on March 1, 2017.
The personalized product customization service system "ANTAUNI" can reach consumers as soon as it is officially launched, and it is in a leading position in the industry. With the official launch of "ANTAUNI", the customization business will enhance consumers' awareness and expectations of products. Consumers will not only pursue functionality, but also have higher requirements for the fashion and personalization of product appearance, which will in turn push the industry to tap more into consumer needs and achieve self-reform.
Anta held its 10th anniversary celebration in 2017
In 2017, the three-year Thrive Charity Plan was launched.
In December 2017, the first three-year implementation plan of ANTA's Thrive Growth Charity Plan was launched in Mangjing Primary School in Lancang County, Pu'er. ANTA plans to donate sports equipment worth 90 million yuan to young people in poor rural areas from July 2017 to July 2020 through the China Youth Development Foundation. ?[12]?And bring the new charity IP "Le Dong Hui" into the Thrive Growth Charity Plan.
On March 7, 2018, ANTA entered the China Professional Football League, announced in Hangzhou that it would become a partner and sports equipment sponsor of Zhejiang Greentown Football Club, and released Zhejiang Greentown Football Club’s new home and away jerseys for the 2018 season. This is the first time Anta has cooperated with a professional football club.
In February 2019, the Anta Sports Consortium said that its offer to acquire Amer Sports was approved by Mexico.
Extended information:
Corporate culture - core values:
Consumer orientation - adhere to consumer orientation, understand consumers, and have insight into consumer trends , respond quickly and meet consumer needs
Focused and pragmatic - we adhere to the truth-seeking attitude of "precision, detail, practicality and strictness" and are committed to the ultimate growth of the sports industry.
Innovation and Transcendence - We are never afraid of the risk of change, anticipate a forward-looking pattern, and create customer lifetime value with innovation that changes as needed.
Respect and Inclusion - We adhere to the principle of "respecting differences, tolerating diversity, and appreciating each other" to create an open and inclusive atmosphere. We insist on following the example of contributors so that contributors receive reasonable rewards.
Integrity and Gratitude - We believe in the principles of honesty, integrity, and keeping our promises, always be grateful, and fulfill our social responsibilities.
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