In 1991, Anta was founded. In 1991, the logo of Anta was hung at the door of a shoe-making workshop in Jinjiang, Fujian Province for the first time. After more than 2 years of development, Anta Sporting Goods Co., Ltd. has now become the largest comprehensive sporting goods brand company in China.
In 1999, Anta signed a contract with Kong Linghui to build a brand. In 1999, Anta signed a contract with Kong Linghui as the image spokesperson, launched the brand slogan of "I choose what I like", and pioneered the marketing model of "sports star+CCTV" in China.
the promotion of brand promoted the strong growth of sales, and the turnover quickly exceeded 2 million from more than 2 million
.
since then, Anta has completed the construction from production to brand wholesale, with emphasis on penetration in second-and third-tier cities.
"We need to become 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 getting more and more fierce.
In 24, the company sponsored CBA, which ushered in a period of rapid development. Since 24, Anta has sponsored China Men's Basketball Professional League for three consecutive years, becoming the only designated partner of CBA professional league sports equipment, breaking the pattern that international brands monopolize top domestic events.
in January 26, Anta renewed its contract with CBA for another seven years, and the cooperation between the two parties continued until 212, further deepening the connection between Anta and CBA.
The first sports science laboratory in China was established in 25. In 25, Anta spent nearly 1 million yuan to establish the first high-tech sports science laboratory in China. This science 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 the sporting goods industry in China, and the only national enterprise technology center approved by the state so far.
Since its establishment, it has contributed more than 41 national patents to Anta, and has a certain scale R&D team, which is known as "China Sports Science and Technology Incubator".
since the establishment of the sports science laboratory, Anta has successively introduced dual shock absorption technology, moisture absorption and perspiration technology in the clothing field and "three-proof" function. The new shock absorption technology includes lasting shock absorption insole, elastic "jelly" technology, elastic arch structure, ultra-light EVA material, soft EVA material and many other professional technologies, which has promoted the all-round "technical upgrade" of Anta brand.
listed in hong kong in 27. on July 1th, 27, Anta sports was listed on the hong kong stock exchange, offering 6 million shares worldwide, and only the public offering was oversubscribed by 183 times.
with the 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 KIDS Strategy Launched in 28 In view of the competitive situation in the domestic children's wear and shoes market, Anta launched its affiliated brand ANTA KIDS in 28.
ANTA KIDS, as an extension of Anta brand, on the one hand enhanced the competitive advantage of parent brand as a whole, broadened sales and tapped new user groups with the help of parent brand's market influence.
At the same time, relying on Anta's years of brand marketing experience, we will develop 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 29, Anta acquired FILA to start the multi-brand strategy. As early as 29, Anta acquired the trademark rights and operation business of FILA, an internationally renowned fashion sports brand, in China, and positioned itself in the high-end market, gradually occupying the channels of major high-end department stores in China, which was the first step for Anta to practice the multi-brand operation strategy and build a multi-brand operation group.
after five years' development, FILA has become a new profit growth point of Anta group, and forms differences and complementarities with Anta brand.
In 29, Anta signed a contract with the Chinese Olympic Committee to create a brand image representing China sports; In June 29, Anta reached a strategic cooperation agreement with the Chinese Olympic Committee, and became a partner of the Chinese Olympic Committee's sportswear in 29-212, sponsoring the China Sports Group to participate in 11 major international events such as the 21 Vancouver Winter Olympics, the 21 Guangzhou Asian Games and the 212 London Olympic Games to provide championship equipment.
In the London Olympic Games in 212, with the China Olympic athletes winning medals on the field, Anta's "Champion Dragon Suit" was well known to many consumers in China through TV broadcast.
Anta signed a contract with the Chinese Olympic Committee, and in 212, it became the first in China's sporting goods industry. In 212, Anta's performance reached RMB 7.62 billion, compared with RMB 6.74 billion.
in terms of absolute revenue, Anta successfully became the leader of domestic sporting goods brands. In 213, Anta started the retail transformation strategy. In 213, Anta took active measures to promote the industry recovery. 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 and channel optimization, etc., to carry out all-round transformation and upgrading of the enterprise.
On the other hand, we will innovate independently 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 development of the company in high-potential markets through FILA and Anta children's sporting goods series.
Renewing the contract of the Chinese Olympic Committee in 213. On January 17th, 213, the "213-216 Chinese Olympic Committee Sportswear Partner Signing Conference" was held in the conference hall of the State Sports General Administration. Since 29, Anta became a partner of the Chinese Olympic Committee for the first time, and once again joined hands with the Chinese Olympic Committee to become the "213-216 Chinese Olympic Committee Sportswear Partner" in the new Olympic cycle.
In the next Olympic cycle, Anta will continue to provide prize-winning equipment for 1 major international comprehensive sports events, including the 214 Sochi Winter Olympics, the 214 Incheon Asian Games and the 216 Rio Olympic Games, which China athletes will compete in.
On August 4th, 214, Anta Sporting Goods Co., Ltd., a gymnastics center, signed a contract with the Gymnastics Management Center of the State General Administration of Sport, and the two sides will carry out comprehensive strategic cooperation.
Anta is a partner of the Chinese Olympic Committee. In addition to providing a full set of award-winning equipment and living equipment for the China sports delegation, it has also cooperated with the Water Sports Management Center, the Winter Sports Management Center and the Boxing and Taekwondo Sports Management Center in an all-round way, providing professional competition clothes and training clothes for all national teams under each center.
In 214, Anta signed a contract with the NBA. On October 13th, 214, Anta officially became an official marketing partner and an NBA licensor.
This cooperation is the first time that the NBA has 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, 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 214, the performance reached a new high. In 215, Anta Sporting Goods Co., Ltd. announced its 214 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 was 1.7 billion yuan, an increase of 29.3% compared with 213.
The business performance has reached a record high, and it has been the leader in the domestic sporting goods industry, which has also injected a shot in the arm into the sporting goods industry during the adjustment period.