In 1994, the Anta logo was hung for the first time at the door of a shoemaking workshop in Jinjiang, Fujian. After more than ten years of development, Anta has developed into China's largest marketing-oriented comprehensive brand. One of the sporting goods companies, Anta leader Ding Zhizhong, was named the 17th "China's Top Ten Outstanding Young People" for his special contribution to Chinese sports.
ANTA (China) Co., Ltd. is now a limited liability company fully controlled by Hong Kong Anta International Investment Co., Ltd., integrating "China's famous trademarks", "China's famous brand products", "China's quality inspection-free products", etc. With a combination of honors, its sales performance ranks among the top in the country, and its comprehensive market share of sports shoes has ranked first among similar products in the country for many consecutive years.
Anta is a pioneer in sports science in China. In 2005, Anta took the lead in establishing the first sports science laboratory in the sporting goods industry in China, dedicated to the research of sports mechanics, aiming to improve the performance of Chinese athletes and promote the development of China's sports industry. "Innovation and change" is the tireless pursuit of Anta people. In terms of technological innovation, Anta has obtained a number of national patents and has become one of the setters of standards in the sporting goods industry.
Anta is a practitioner of the sports goods sales monopoly system. In 2001, Anta took the lead in establishing a sports goods monopoly system in China, completing the transition from producing a single product to operating a comprehensive sports goods brand. Up to now, Anta has 4,000 stores in China, and has established the most complete marketing network in the country, covering the first, second and third tiers, and has become a leader in the sporting goods industry.
Anta is a loyal partner of various professional events in China. The rapid development of China's sports industry has brought unlimited opportunities to sports brands. As a loyal partner of China's sports industry, ANTA has long-term support for the China Men's Basketball Professional League (CBA), the China Men's and Women's Volleyball League, and the China Men's and Women's Table Tennis Super League. and other events, because of its support for Chinese sports events, Anta is known as the "engine of the Chinese league."
Anta is an active advocate of social welfare undertakings. While improving its own strength and brand value, Anta has the courage to assume social responsibilities. Fulfill the obligations of corporate citizens and repay the society with integrity and gratitude.
“Integrating the sports spirit of self-transcendence into everyone’s life” is Anta’s corporate mission. Anta people are committed to passing on the concept and spirit of sports to every consumer. "By 2011, it will become the sports brand with the highest brand reputation and market share in the Chinese market, and become the top ten sporting goods company in the world in terms of sales" is the vision of ANTA. "Keep Moving... never stops" is the vision of ANTA. Anta is a solemn commitment to the future and to Chinese sports.
Anta (China) Co., Ltd. was founded in 1991. Its subsidiaries include Hong Kong Anta International Investment Co., Ltd., Anta (Fujian) Shoes Co., Ltd., Beijing Anta Oriental Sports Goods Co., Ltd., etc. For more than ten years, ANTA has adhered to the business philosophy of "starting a business with peace of mind, being down-to-earth, and creating a century-old brand". Through unremitting efforts, ANTA has developed into the largest comprehensive sporting goods company in China that integrates production, manufacturing and marketing.
A garden-style industrial park covering an area of ??more than 100 acres and equipped with 10 modern production lines is located in Jinjiang City, the beautiful hometown of overseas Chinese. Since these 10 production lines, all of which are computerized, have been fully put into use in January 2004, the research and development, production and distribution of Anta's high-end products have improved by leaps and bounds.
Since 2001, Anta has taken a decisive step, namely, product diversification and brand internationalization. It has begun to move into the field of sportswear, accessories and other clothing series products, which means that Anta has transitioned from a single sports shoe to a comprehensive sporting goods brand. In 2004, ANTA fully implemented its overseas promotion strategy and successively opened ANTA stores in Singapore, Greece and other countries and regions. The sales results were very gratifying. At the same time, it launched ANTA business in Hungary and established close partnerships in the Czech Republic and Ukraine. , and use this as a window to comprehensively expand the European market.
So far, Anta has nearly 5,000 Anta sporting goods stores at home and abroad.
Statistical data from the China Federation of Commerce and the China National Commercial Information Center show that Anta sports shoes ranked first among similar products in the country in terms of comprehensive market share of sports shoes for four consecutive years from 2001 to 2004. Today, Anta is a well-known domestic brand that has the honors of "China's Famous Trademark", "China's Famous Brand Product", and "China's Inspection-Free Product". An expander based on the domestic market with an eye on international strategic development.
Anta’s image spokespersons range from the 1999 Olympic champion Kong Linghui to the famous NBA star Battelle, the world women’s volleyball champion Chinese team captain Feng Kun, the world table tennis champion Wang Hao, CBA potential player Wang Bo, and powerful sports stars. The lineup shapes and enhances ANTA's professional brand image.
In 1998, ANTA pioneered the ANTA Extreme Sports Classic. So far, the event has developed into the largest extreme sports event in the country with the highest attention and widest influence; in addition, ANTA has also sponsored China The total amount of sponsorship for events such as the University Basketball League CUBA and the Chinese Men's and Women's Volleyball Leagues has reached more than 100 million yuan, which has won praise and recognition from all walks of life.
In October 2004, Anta invested heavily to sponsor the Chinese Basketball Professional League for three consecutive years and became the only designated sports equipment partner of the CBA Professional League. According to reports, including the expenses invested in product research and development, marketing and other projects, Anta's investment in sponsoring CBA is expected to exceed 120 million yuan. This shocked the Chinese sports industry: national brands broke the pattern of international brands monopolizing top domestic events, and Anta launched the clarion call for sports brands to compete for the domestic market. In February 2005, Anta also officially signed a contract with the China Table Tennis Association to exclusively sponsor the only designated sports equipment for the China Table Tennis Club Super League for four consecutive seasons from 2005 to 2008. The cooperation between the two parties will further promote the development of China's table tennis industry. , and also established a good image for the Anta brand.
Anta has led China's shoemaking industry into the track of international competition. From the All-Star boots launched in 2004 to the recent "King Series" professional basketball shoes customized for CBA players, It proves that Anta has the ability to let Chinese players wear professional basketball shoes independently developed by their own nation. This means that China will now have professional sports products that match our sports power, and China's professional sports brands will be recognized by the world.
At the same time, in order to develop the CBA series of products, Anta's major move in 2005 was to create the "Sports Science Laboratory". The laboratory is located at Anta's headquarters, covering an area of ??more than 4,000 square meters, and equipment worth 2,000 million and nearly 50 researchers. The newly established ANTA Sports Science Laboratory is the leading R&D institution in the field of domestic sporting goods. Its core strategy is to use technology to lead the brand, starting from professional sports equipment such as basketball and running shoes, to create high-end products that meet the needs of professional sports, and to integrate professionalism into Be practical.
This year, Anta’s new slogan is - “keep moving”. This international slogan will become a new milestone for Anta. It is the latest explanation of Anta’s sports career and also It represents Anta’s fighting spirit in pursuit of higher goals. With the 2008 Olympic Games about to be held in China, the core of the ANTA brand has already been integrated with the spirit of modern sports. Starting from actively supporting major Chinese sports events and following the path of developing in tandem with China's sports industry, ANTA is increasing its investment in sports marketing. intensity. All this stems from ANTA's unremitting pursuit - ANTA, the leading sports brand in China in 2008.