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< p> ANTA Sports Goods Co., Ltd. (HKEx: 2020), referred to as ANTA Sports or ANTA, is a well-known brand sporting goods company in China. It mainly designs, develops, manufactures and sells sportswear, including "ANTA" brand sports shoes. categories and clothing. The company was established in 1994 and is headquartered in Jinjiang City, Quanzhou. The chairman is Mr. Ding Shizhong. ANTA Sports was listed on the Hong Kong Stock Exchange in 2007 with an offering price of HK$5.28 and received a shareholding from Leslie Lee Alexander, the owner of the Houston Rockets of the American NBA basketball team. The closing price on the first day of listing was HK$75, which was 42% higher than the offering price. In 2009, ANTA Sports acquired FILA's distributors in China, Hong Kong and Macau from Belle International.On October 13, 2014, NBA China and Anta Sports Goods Co., Ltd. announced in Beijing that they had formed a long-term partnership, and Anta officially became the official market partner of the NBA and an NBA licensee.
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Kangta? Free editing? Add a meaning name
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Kangta (Fujian) Sporting Goods Co., Ltd., Established on September 4, 1998, its business scope includes basketball, shoes, clothing manufacturing, hats, socks, backpack manufacturing, etc.
Encyclopedia
Encyclopedia
Excellent information at a glance
Basic information
Business scope
Sporting Goods
Headquarters Location
Fujian
Company Nature
Limited Company
Company Name< /p>
Kangta (Fujian) Sporting Goods Co., Ltd.
Enterprise registration information
For more information, please see:?
Basic information
p>The data comes from the National Enterprise Credit Information Publicity System
Table of Contents
1 Introduction
2 Brand Honor
3 Company Introduction
4 Corporate Culture
5 Major Events
6 Brand Story
Collapse and edit this paragraph Introduction
Logo interpretation?Brand LogoBrand Logo
The Kangta logo and brand name form a dynamic image. Using red, which symbolizes happiness and good luck, as the main color enhances the vitality of the corporate image and gives people a strong visual impact. The main logo evolved from the movements of athletes getting ready to go when they start running. It has a strong sense of movement and symbolism.
Brand proposition
Love health, love sports,
Start with me,
Have health,
Have the ambition to challenge,
the will to transcend
and the power to constantly break "my" records;
Every "me" is healthy, The country is strong!
The dream is no longer a dream;
The goal becomes the next goal.
Kangta
Healthy yourself, healthy China.
Love health, love sports,
live and thrive
vibrant
As long as it does not hurt "my" body
Only in order not to hurt "my" heart,
"my" achievements
and everything about "me"
In the end
When every "I" is healthy, the country will be strong! Kangta
Kangta
Healthy yourself, healthy China.
Brand interpretation:
Healthy life: Everyone should have a healthy life. Health is a strong pillar of life. Its scope includes family health, dietary health, and work health. wait.
Healthy sports: Everyone should have healthy sports. Health is more important than performance.
It is the unshirkable responsibility of Kangta Sports to contribute high-quality products, reduce sports injuries, reduce injury troubles, and provide more protective sports equipment.
Mental health: Everyone should have a healthy spirit. Whether in life or sports, you may encounter setbacks and blows. Only mental health: being positive, progressive, persevering, never giving up, having the courage to fight, and not being discouraged can relieve all stress and depression.
Collapse and edit this paragraph Brand Honors
Exemption from product quality inspection for China's famous trademarks
Excellent Sports Shoe Design Award for China's Top Ten Influential Brands
< p>China Famous Brand Products China's Famous Best-Selling BrandsGroup Member of China Quality Association Group Member of Fujian Province Quality Association
2006 China Mobile Communications World Cup Badminton Tournament 2005 Fujian Province Excellent Creative Design Website< /p>
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Collapse and edit this section Company introduction
Kangta (Fujian) Sports Goods Co., Ltd. is located in Fujian, known as the "China Sports Industry Base" Located in Chendai Town, Jinjiang City, Jiangxi Province, it is a professional sporting goods manufacturer that mainly produces and sells various men's and women's sports, casual shoes and clothing, and sports accessories. The company has a factory area of ??more than 40,000 square meters, more than 3,000 employees, 6 modern large-scale operation lines, and an annual output of more than 8 million pairs (sets) of various types of shoes and clothing products. With the completion of the Kangta multi-functional office building in 2007, the Kangta Industrial Park construction project has been fully completed. Kangta
Since the company officially entered the brand road in 2001, it has invested heavily in image endorsement projects, image communication projects, terminal construction projects, etc., and achieved good market results. From film and television star Li Yapeng to popular superstar Jaycee Chan, the Kangta brand has closely focused on the theme of "hero" and launched the industry's leading regional start-up project, establishing a large number of regional markets that are firmly established and well-known in the market. , creating conditions for the comprehensive improvement of Kangta brand. At present, the company has established more than 30 marketing branches across the country, and a healthy market network is taking shape.
In recent years, the Kangta brand has won many honorary titles such as "China's Well-known Trademark", "National Inspection-Free Product", "China's Top Ten Influential Brands", etc. The company's comprehensive competitiveness in the market has continued to improve. The brand awareness, reputation and sales performance have been rising steadily, showing a good development trend.
The good foundation laid over the years and the integration of internal and external resources have created the prerequisite for Kangta to create a legend. Kangta carried out a comprehensive "professional upgrade" in 2006, focusing on sports marketing, linking international and domestic sports events, and U -17 China Table Tennis Challenge, Kangta Cup 2008 International Women's Volleyball Competition, 2008 World Women's Volleyball Grand Prix, Kangta Cup 2006 World Men's Volleyball League, the 19th Asian Youth Men's Basketball Championship, 2007 China Badminton Open and many other international-level events The cooperation and promotion of the event completed a positive warm-up for the next strategic deployment.
In order to realize the all-round physical and mental health of the public, Kangta Sports proposed the brand vision of "Healthy Yourself and Healthy China" in 2008. It takes the health of Chinese consumers as its own responsibility, pays attention to the theme of national sports and health, and focuses on professional sports equipment. R&D and manufacturing to achieve the highest sports value and provide the public with professional sporting goods with more considerate sports protection.
Collapse and edit this paragraph Corporate Culture
Vision/Mission:
Kangta Company actively participates in sports events and is committed to supporting the development of China's sports industry. Development, taking the health of Chinese consumers as its own responsibility, paying attention to the theme of national sports and health, focusing on the research and development and manufacturing of professional sports equipment, achieving the highest sports value, and providing the public with professional sporting goods that provide more thoughtful sports protection.
Values:
Integrity, humility, unity and hard work
Collapse and edit major events in this paragraph
In 1985, relying on the geographical advantages of the hometown of overseas Chinese on the southeast coast to bring With rich overseas market information and the foreign shoemaking industry taking root in the local area, the Chen family established a family-style workshop focusing on making shoe materials and began a long development process of the shoe industry
.
In 1990, after several years of development, Jinjiang Chendai Kangli Shoes and Clothing Industrial Company in Fujian Province was born (the predecessor of Kangta Company). The handmade shoes produced by the company became a hot commodity in the market.
In 1993, the company officially introduced production lines, and the travel shoes it produced began to be sold to major markets in Northeast China and the country.
In 1996, Kangta brand travel shoes became one of the few in the industry to be recognized as a "Chinese Famous Brand Product" by the China Famous Brand Product Recognition and Star Enterprise Selection Organizing Committee. The products have been highly recognized by the market, and the brand reputation has been further improved.
In 1997, the "Kangta" trademark was officially registered and launched, creating the "Kangta brand" in the domestic shoe market. The products with low price, high quality and good appearance are loved by consumers, and the supply of products exceeds demand. Based on the recognition of the market,
Kangta travel shoes have won many awards from national quality supervision agencies and the title of trustworthy product for consumers from all over the world. In terms of establishing a social image, the company has sponsored local education and public welfare undertakings many times, and has won praise from the local government.
In 1998, "Fujian Jinjiang Chendai Kangli Shoes and Clothing Industrial Co., Ltd." was renamed "Fujian Jinjiang Kangta Shoes and Clothing Co., Ltd." with more than 800 employees.
In 1999, the construction of a new industrial park covering an area of ??30 acres and a construction area of ??40,000 square meters began.
The new factory was officially opened in 2000. The company's production capacity and scale have been rapidly improved, the number of employees has increased to more than 1,600, and the national market sales network has been further consolidated. Kangta people welcome the company with a new look and hard-working faith.
Competition and challenges in the same industry.
In 2001, the company spent a lot of money to hire domestic film and television star Li Yapeng as Kangta's brand ambassador, and Kangta started the road to brand development.
In March 2002, the company completed the filming of TV commercials and graphic images. At the same time, it established the "Heroic Action" Kangta brand leadership group to be responsible for and service the Kangta brand promotion throughout the process.
In April, the company fully introduced the CIS corporate image identification system, effectively integrating corporate philosophy, corporate behavior, and corporate vision to further enhance corporate culture and establish a new Kangta brand image.
In May, the futures system was introduced in the sales business, and the 2002 autumn and winter product ordering meeting was held. The stocking measures effectively solved the problem of tight supply in the peak season.
In June, Kangta's brand image commercials were successively broadcast on CCTV and local TV stations. The brand awareness was effectively improved, and the brand image was also well displayed in terminal stores.
In June, the China Association for Quality Inspection awarded Kangta brand travel shoes the honorary title of "Qualified Products for National Supervision and Spot Inspection".
At the end of June and early July, the "Heroic Action, Kangta Brand Henan Brand Image Promotion Conference" was grandly held in Zhengzhou. This major event, which pioneered the launch of the regional market in the industry, marked the official entry of the Kangta brand.
The vigorous brand creation project is coming.
In November, the 2003 spring and summer product ordering meeting was successfully held in the company. The product styles closely followed the industry trend, and the product grade met the needs of brand development. The ordering meeting was unanimously praised by dealers. During the same period, Kangta sports cotton shoes
relying on its leading production technology and high value for money, continued to occupy the leading brand position of similar products in the Northeast market.
In January 2003, Kangta Company's second employee sports meeting "Celebrating New Year's Day" was grandly held at the company's sports ground, which was widely praised by the local government, peers, and employees.
Kangta Brand Strategy Interaction Meeting and Autumn and Winter Product Ordering Meeting were successfully held in Quanzhou. The healthy brand development strategy, product development in line with the market and effective manpower improvement training have made agents more established
p>
Follow the confidence and hope of Kangta brand.
In June, the three-dimensional shooting of the new image spokesperson with the theme of fashion heroes was completed, fully demonstrating the new image of the Kangta brand and the new vitality of the terminal.
In July, Kangta brand travel shoes became one of the few in the industry to be recognized as a "Chinese Famous Brand Product" by the China Famous Brand Product Recognition and Star Enterprise Selection Organizing Committee. The products have been highly recognized by the market, and the brand's reputation has been further enhanced.
In August, the "Heroic Storm" Kangta (Heilongjiang) brand image promotion conference was grandly held in the ice city of Harbin. Activities such as singing and dancing, acrobatics, model shows, body painting, and posters signed by Li Yapeng attracted countless
The audience, the scene was climaxed one after another, leading the industry, Kangta brand, the true fashion pioneer.
Since October, the number of gifts sent by the company to consumers who write letters has been increased from 100 to 300 to 400 each month. The gifts have been expanded to include shoes, socks, corporate CDs, magazines, etc., and In the form of gift packages, consumers wrote and called us one after another to praise the company's reliability in operating an honest brand. "Hero" magazine is favored: introducing a brand publication that purely interacts with consumers - "Hero" magazine provides a dating column and animation design competition with its unique style
and positioning, exquisite content and pictures and other methods to conduct more in-depth interaction and communication with readers, striving to make the magazine more readable and collectible.
In October, the "perfect and perfect" Kangta Quality Month production action was fully launched, and quality construction reached a new peak. Noble quality, affordable price, creating the most superior cost performance for consumers. In the golden autumn of October, the National Day large-scale promotion event "Flying bids to win gifts,
Heroes delivering great joy" was a great success. Consumers bought enthusiastically and the response was enthusiastic. The event was a complete success.
On October 11, the first "Kangta Cup" Huaqiao University Swimming Competition, exclusively sponsored by Kangta Company, was held at the swimming pool of Huaqiao University. Kangta once again joined hands with universities and was well received by young students. .
In March 2004, Kangta Sports Shoes won the honorary title of "China's Famous Best-Selling Brand" issued by the China Famous Brand and Market Strategy Promotion Committee.
In April, Kangta won the "Excellent Sports Shoe Design Award" at Sina.com's 2004 China Outstanding Sports Brand Online Exhibition!
In May, Kangta joined hands with international superstar Jackie Chan's son Jaycee Chan to jointly create Kangta's brand image of "hero of heaven and earth, true nature of dragon".
In June, Kangta Sports' new commercial was shot in Guangzhou, and many domestic media reported on it, which kicked off the domestic promotion of Kangta Sports' new image.
In November, Kangta Company’s 2005 spring and summer new product ordering meeting was held grandly.
In December, the CCTV advertising project launched by Kangta Company, which invested heavily in it, invested more than 10 million yuan throughout the year to carry out uninterrupted broadcast of event advertisements, marking the Kangta brand's deeper understanding of brand building. ,
This also kicked off the development of the Kangta brand in the terminal market.
In January 2005, Kangta Company and Beijing Guangguang Media Co., Ltd. officially joined hands to fully implement the large-scale brand promotion activities of "Happy Heroes, Kangta Brand Happy China Tour" in Guangzhou, Chengdu, and Wuhan.
In March, the latest image of the Kangta brand ambassador was shot in Beijing.
In April Fortune 05, Happy Kangta - Kangta brand's 2005 autumn and winter new product ordering meeting was grandly held.
On May 1st, the "May Day" nationwide large-scale promotional activities were launched in conjunction with the large-scale brand promotion event of "Happy Heroes, Kangta Brand Happy China Tour".
At the end of May, the large-scale brand promotion event of Happy Heroes and Kangta Brand Happy China Tour (Guangzhou Station) was held grandly. Kangta brand spokesperson Jaycee Jaycee attended the event in person. A large amount of publicity was carried out in the early, middle and late stages of the event, and it also attracted the attention of many top domestic media, such as "Entertainment Live", "Pepsi Music Chart", "Fashion Chart", "CCTV" "Literary Channel", Guangzhou TV, Hunan Satellite TV, Southeast Satellite TV, Guangzhou Daily, Yangcheng Evening News, etc. Dozens of media reported on the event in all aspects, and the event had an unprecedented impact.
At the end of June, the large-scale brand promotion event of Happy Heroes and Kangta Brand Happy China Tour (Chengdu Station) was grandly held. The event received strong support from Blu-ray Group, a well-known real estate group in Chengdu, and achieved a complete success.
During the event, the famous host Li Xia came to the scene and interacted with Jaycee Chan together with students from Southwest Jiaotong University. The scene was extremely popular. The event also attracted strong attention from dozens of media including "Entertainment Live",
"Pepsi Music Chart", "Fashion Chart", Chengdu TV Station, West China Metropolis Daily, etc.
At the end of July, the large-scale brand promotion meeting of Happy Heroes and Kangta Brand Happy China Tour (Wuhan Station) was held grandly.
As the final battle of large-scale events in 2005, Kangta brand achieved more ideal results through more effective organization based on the previous two events. "Entertainment Live", "Pepsi Music Chart", "Fashion Chart", Wuhan TV, Chutian Metropolis Daily, Sina.com, Sohu.com, NetEase,
Chutian Jingbao, Morning News, Hubei Economic Times All-round and in-depth reports by dozens of media such as TV and Wuhan Daily have laid a good foundation for the comprehensive promotion of the Kangta brand in Wuhan.
Integration wins the future, and Kangta brand’s 2006 spring and summer new product ordering meeting was held grandly in Quanzhou Hotel.
In October, "Kangta Sports China Tour, Happy October Gift Packs" Kangta brand "National Day" large-scale promotion event was held grandly.
On March 13, 2006, the 12 "U-17 China Table Tennis Challenge" sponsored by Kangta Company was signed in Beijing
March 22--April 26 Rikangta Company sponsored the "2005-06 China Men's Basketball Professional League Playoffs"
On March 25, the "Chinese Badminton Team World Championship Tournament" was grandly held in Fuzhou, Kangta (Fujian) Sports Supplies Co., Ltd. sponsored the event.
On May 28, Kangta Brand 2006 Hangzhou Wealth Summit was grandly held in Hangzhou.
The 2006 China International Women's Volleyball Classic (Beijing Station) was grandly held on June 1-3 at the Beijing University of Aeronautics and Astronautics Gymnasium. Kangta Company sponsored this event with a large sum of money.
On June 8-10, Kangta brand's new print and film commercials were filmed in Xiamen. This is the first cooperation between Kangta company and Jaycee Chan after successfully renewing their contract.
On June 14th, "Believe in the Power of Rising—Kangta Brand Jinan 06 Wealth Summit" was grandly held.
Starting in mid-July, Kangta Company has sponsored the "2006 World Men's Volleyball League Chengdu Division" international event.
In mid-August, Kangta Company won the honorary title of "China's Well-known Trademark".
On September 13th, the Kangta brand’s 2007 spring new product ordering meeting was grandly held in Zhengzhou, Henan. The two-way communication between manufacturers was strengthened through this meeting.
On November 14, the "Terminal Revolution" Kangta brand monopoly business upgrade pledge and 2007 summer new product ordering were held in Chengdu, Sichuan. The spirit of the meeting conveyed the thoroughness of revolution and vigorously promoted the construction of Kangta brand terminals.
In 2007, during the Christmas and New Year holidays, a family-themed “Family Blessing Gift, Get What You Buy” promotion campaign was launched in specialty stores in various provinces, cities and regions across the country.
On April 15, the "Lithuanian National Olympic Delegation Sports Equipment Exclusive Supplier Authorization Ceremony" was held grandly at the Wuhan International Convention and Exhibition Center. Witnessed by Xu Zengwu, Director of the Market Development Department of the Beijing Olympic Organizing Committee, Minister Counselor of the Lithuanian Embassy
and many others, Lithuanian Olympic Committee Secretary-General Zubernis became the exclusive supplier of sports equipment for the Lithuanian National 2008 Olympic Delegation. The authorization letter was handed over to the person in charge of China Kangta Sports Goods Company.
Kangta Company and the Lithuanian Olympic Committee began formal cooperation. Kangta Company will provide competition uniforms, award uniforms, accessories and corresponding financial assistance to the Lithuanian Olympic delegation at the 2008 Beijing Olympic Games.
From August to November, the original cartoon sports combination version of the commercial was released on Hunan Satellite TV.
On September 15, as the countdown to the Olympic Games heated up across the country, Kangta Company also ushered in the "Olympics are coming" 2008 spring and summer order fair
On February 26, 2008, Kangta Tata is the title sponsor of "Kangta 2008 Chinese Women's Volleyball International Tournament"
On April 17th, Kangta brand's 2008 winter order meeting was held at Quanzhou Hotel
On April 20th, Kangta factory area The store was renovated with the latest image and opened for business, and dealers from all over the country were invited to visit.
In May, the Kangta brand fully supported the Chinese women's volleyball team before the Olympics and sponsored the 2008 World Women's Volleyball Grand Prix series of games.
In June and July, Kangta Company launched terminal training sessions on business philosophy, sales skills and other aspects in Chongqing, Henan, Guangzhou and other regions.
On August 31, Kangta Company held a grand "Kangta 2009 Spring and Summer Product Ordering Fair" at Jinjiang Baolong Hotel
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Steady and steady efforts will lead to a healthy and benign Kangta
Jinjiang's shoe and clothing companies, large and small, are "flexing their muscles" in the domestic market. Celebrity endorsements and nationwide investment are in full swing. scene. However, Kang Ta was much more low-key at this time. In the eyes of outsiders, Kang Ta would just immerse himself in training.
Kangta
In fact, those who know Kangta know that at that time Kangta was working hard on internal skills. From production management, brand building and channel expansion, every aspect of Kangta was It's so steady. Chen Mingyue made a vivid metaphor about this, "My martial arts is not as good as Bruce Lee, but at least I practice every day, and I will definitely be useful in the future."
Sure enough, many blind expansion and "internal strength" Weak companies have begun to struggle in the current international economic environment, and now they can only suffer in the dealings between banks, agents, and material dealers. But now Kangta has a place to play, which may only be highlighted in the industry reshuffle.
Healthy capital flow and logistics are the advantages of the Kangta brand, especially under the premise of reshuffle and transformation. "Business is not easy to do, but more agents We want to make our brand; due to the healthy capital flow of the company, our material suppliers have been able to provide materials in a timely manner,” Chen Mingyue said.
Making key breakthroughs and developing a part of the market first
“I am very lucky to be an agent of Kangta!” This is the same sentiment of many agents, because of Kangta’s approach However, when we join hands with agents to conquer the world, agents feel Kangta's enthusiasm and support from all times, instead of dealing with intrigues.
Although today's sporting goods industry has oversupply, Kangta has always been very fortunate to have chosen the sporting goods industry in a labor-intensive industry and insisted on promoting the brand, because Kangta has seen more What is clear is that the entire sporting goods market share continues to expand in brand competition.
With the continuous changes in the living environment and living conditions, people are increasingly seeing the importance of physical exercise to physical health. The opportunity of the Beijing Olympics has also set off a nationwide sports and fitness craze.
Therefore, Kangta often encourages its agents, believing that as long as they have strength, they can find room for survival in the competitive market. Those agents who are keen on brand investment and promotion are Kangta's best comrades. , join hands with them to conquer the world, and continue to help and support agents to truly sell products to consumers instead of transferring inventory.
Kangta is like a stable brand driver. He clearly knows his destination and also knows that he currently does not have the ability to cover the entire Chinese market. So Kangta decided to focus on a part of the market first and expand this part. The market has done well, and a large number of regional markets have been established that are firmly established and well-known in the market. "In a market as big as China, as long as we do 50% well, Kangta can survive and develop." Speaking of this, Chen Ming Yue's eyes are bright.
Kangta only has a long way to go to build a famous brand
Chen Mingyue still clearly remembers that moment, the brand promotion meeting in Zhengzhou, Henan in May 2002. Li Yapeng is the spokesperson, which also announces that Kangta has officially transformed from wholesale trading to brand promotion. In 2005, Kangta signed another brand spokesperson Jaycee Chan.
"However, it seems now that Kangta is still in the learning stage in terms of brand building, whether it is the Li Yapeng stage or the Jaycee Chan endorsement stage." Chen Mingyue said frankly to Kangta's agent that after all, from Transforming from wholesale to branding requires a period of exploration from concept change to team building.
After several years of brand exploration, Kangta has become famous. In particular, Kangta cotton shoes are ranked first or second among brand cotton shoes in the Northeast market. Warm sports cotton shoes have become a distinctive feature in marketing. selling point.
But Chen Mingyue repeatedly emphasized that Kangta is just famous, but it still has a long way to go before becoming a real brand. However, the mass sports brand is Kangta’s goal, " 9.6 million square kilometers, every corner is my sports ground." Kangta launched a "healthy" sports concept with the theme of "Healthy Self, Healthy China". This is an all-round physical and mental health, a complete healthy sports structure, which includes three levels: "health in life", "health in sports" and "health in spirit".
This is not only in line with the brand positioning of Kangta Professional Sports, but also has more connotation extension.
The current severe economic situation has had a big impact on domestic footwear and clothing companies. Various pressures from banks, agents and material suppliers have made some footwear and clothing companies struggling. Just when most companies are feeling the "coldness of winter", Jinjiang Volkswagen sports brand Kangta has "uniquely beautiful scenery here".
“Shuffling in the industry is inevitable, but shuffling will only wash away uncompetitive companies. For companies with healthy development, now is a good opportunity to rise.” Kangta Sports Goods Co., Ltd. Chen Mingyue, the company's vice chairman, is confident about future development.
Chen Mingyue’s confidence comes from Kangta’s healthy development in recent years. “In the past few years, when many companies blindly advertised and competed for terminals, we at Kangta worked steadily and focused on Several major markets have laid a good foundation while accumulating experience.”