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Anta Sporting Goods Co., Ltd. (HKEx: 2020), referred to as Anta Sports, is a well-known brand sporting goods enterprise in China, which mainly designs, develops, manufactures and sells sportswear, including "Anta" brand sports shoes and sportswear. Founded in 1994, the company is headquartered in Jinjiang, Quanzhou, and its chairman is Mr. Ding Shizhong. Anta Sports was listed on the Hong Kong Stock Exchange in 2007 with a share price of HK$ 5.28, which was acquired by Leslie Lee Alexander, the owner of Houston Rockets, the American NBA basketball team. The closing price on the first day of listing was HK$ 7 5, 42% higher than the issue price. In 2009, Anta Sports acquired Feile's distributors in China, Hongkong and Macau from Belle International.
On 20141kloc-0/3, NBA China and Anta Sporting Goods Co., Ltd. announced in Beijing that they had formed a long-term partnership, and Anta officially became the official market partner and NBA licensor.
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Kontha (Fujian) Sporting Goods Co., Ltd. was established on September 4th, 1998, and its business scope includes basketball, shoes, clothing manufacturing, hats, socks and backpacks.
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A list of wonderful information
Basic information
scope of business
sporting goods
Headquarters location
Fujian Province
Corporate nature
limited company
name of the company
Kontha (Fujian) Sports Products Co., Ltd.
Enterprise registration information
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Basic information
Where does the information come from? National enterprise credit information publicity system
catalogue
1 Introduction
2 brand honor
3 enterprise introduction
4 corporate culture
5 souvenirs
6 brand story
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Logo interpretation? & ltstrong & gt brand logo
Kontha logo and brand name form a dynamic image. The use of red, a symbol of happiness and good luck, as the main color enhances the vitality of corporate image and gives people a strong sense of visual impact. The main logo evolved from the athletes' action when they started, which is very dynamic and symbolic.
Brand proposition
Love health and sports,
Starting with me,
Have health,
Challenging ambitions,
Transcendental will
And the power to constantly break the "I" record;
Every "I" is healthy and the country is strong!
Dreams are no longer dreams;
The target becomes the next target.
Kontha
Healthy yourself, healthy China.
Love health and sports,
to be doughty as a dragon and lively as a tiger
be full of vitality
As long as it doesn't hurt your health.
In order not to break my heart,
"My" grade
Everything about "me"
finally
Every "I" is healthy and the country is strong! Kontha
Kontha
Healthy yourself, healthy China.
Brand interpretation:
Life and health: Everyone should have a healthy life. Health is a powerful pillar of life, which includes family health, diet health and work health.
Exercise health: Everyone should have healthy exercise, and health is more important than grades. It is the unshirkable responsibility of Kontha Sports to contribute high-quality products, reduce sports injuries, reduce injuries and provide more protective sports equipment.
Mental health: Everyone should have a healthy spirit. No matter life or sports, you may encounter setbacks and blows. Only mental health: positive, determined, never giving up, brave in struggle and never discouraged, can people relieve all pressure and depression.
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Chinese well-known trademark
Product Quality Exemption Top Ten Influential Brands in China Industry
China Famous Brand Excellent Sports Shoes Design Award
China famous best-selling brand china association for quality group member.
China Mobile World Cup Badminton Team Member of Fujian Quality Association in 2006.
Fujian Excellent Creative Design Website Launched in 2005
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Kontha (Fujian) Sporting Goods Co., Ltd. is located in chen dai zhen, Jinjiang City, Fujian Province, which is known as "China Sports Industry Base". Is a professional sporting goods manufacturer which mainly produces and sells all kinds of sports, casual shoes, clothes and sports accessories for men and women. The company has a workshop area of more than 40,000 square meters, more than 3,000 employees, six modern large-scale production lines, and an annual output of more than 8 million pairs (sets) of various shoes and clothing products. With the comprehensive completion of the multi-functional office building in Kontha in 2007, the construction project of Kontha Industrial Park was fully completed. Kontha
Since the company officially entered the brand road on 200 1, it has invested heavily in image endorsement projects, image communication projects and terminal construction projects, and achieved good market results. From movie star Li to popular superstar, Kontha brand has carried out the most industry-leading regional start-up projects around the theme of "hero", and established a large number of regional markets with stable market position and high reputation, creating conditions for the overall promotion of Kontha brand. At present, the company has established more than 30 marketing branches all over the country, and a healthy market network has been formed.
In recent years, Kontha brand has won many honorary titles such as "China Famous Trademark", "National Inspection-Free Product" and "Top Ten Influential Brands in China". The comprehensive competitiveness of enterprises in the market is constantly improving, and the brand awareness, reputation and sales performance are constantly rising, showing a good development trend.
The good foundation laid for many years and the integration of internal and external resources have created the premise for Kontha to create a legend. In 2006, Kontha carried out a "professional upgrade" in an all-round way, focusing on sports marketing, and cooperated with international and domestic sports events, such as 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 and 19 Asian Games.
In order to achieve all-round physical and mental health of the public, Kontha Sports put forward the brand vision of "Healthy China" in 2008, taking the health of China consumers as its own responsibility, paying attention to the theme of national sports health, focusing on the research and development and manufacture of professional sports equipment, realizing the highest sports value and providing more intimate professional sports goods for the public.
Fold and edit the corporate culture of this paragraph.
Vision/Mission:
Kontha Company actively participates in sports events, devotes itself to supporting the development of sports in China, takes the health of consumers in China as its own responsibility, pays attention to the theme of national sports and health, and focuses on the research and development and manufacture of professional sports equipment to achieve the highest sports value and provide professional sports goods with more intimate sports guarantee for the public.
Values:
Honesty, humility, unity and hard work
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From 65438 to 0985, relying on the rich overseas market information brought by the geographical advantages of the hometown of overseas Chinese in the southeast coast and the local foundation of foreign footwear, the Chen family set up a family-style workshop focusing on shoe materials and began a long footwear career.
Development process road.
1990 After several years of development, Fujian Jinjiang Chendai Li Kang Shoes and Clothing Industrial Company was born (the predecessor of Kontha Company), and the handmade shoes produced by the company became a hot commodity in the market.
1993, the company officially introduced the production line, and the produced travel shoes began to be sold to major markets in Northeast China and the whole country.
1996 kangta brand travel shoes have become a rare title in the industry, and have been recognized as "China famous brand products" by China famous brand product recognition and star enterprise selection organizing committee. Products have been highly recognized by the market and have a good brand reputation.
The degree is further improved.
1997, the trademark "Kontha" was officially registered and put into use, and it became the brand of "Kontha" in the domestic footwear market. Products with good quality and low price are loved by consumers, and products are in short supply. Based on being recognized by the market,
Kontha sports shoes have won many awards from national quality supervision institutions and the title of trusted products for consumers everywhere. In terms of establishing social image, the company has sponsored local education and public welfare undertakings for many times and won favorable comments from the local government.
1998 "Fujian jinjiang chendai Li Kang shoes and clothing industrial company" was renamed as "Fujian jinjiang Kontha shoes and clothing co., ltd", with more than 800 employees.
1999, a new industrial park with an area of 30 mu and a construction area of 40,000 square meters was started.
In 2000, the new factory was officially opened, and the company's production capacity and scale increased rapidly, and the number of employees increased to more than 65,438+0,600. The national market sales network has been further consolidated, and Kontha people are greeted with a brand-new look and hard-working belief.
Competition and challenges in the same industry.
In 200 1 year, the company spent a lot of money to hire domestic movie star Li as the brand image ambassador of Kontha, and Kontha company embarked on the road of brand development from then on.
In March, 2002, the company completed the shooting of TV advertisements and graphic images, and at the same time set up the "Hero Action" Kontha brand leading group, which was responsible for and served the brand promotion in Kontha.
In April, the company fully introduced CIS corporate identity system, effectively integrated corporate philosophy, corporate behavior and corporate vision, further enhanced corporate culture and established a brand-new brand image of Kontha.
In May, the futures system was introduced into the sales business, and the autumn and winter product ordering meeting in 2002 was held. Stocking measures effectively solved the problem of insufficient supply in peak season.
In June, Kontha brand image advertisements were broadcast on CCTV and local TV stations one after another, and the brand awareness was effectively improved, and the brand image was well displayed in terminal stores.
In June, China Quality Inspection Association awarded Kangta brand travel shoes the honorary title of "qualified products under national supervision and spot check".
At the end of June and the beginning of July, "Heroic Action, Promotion Meeting of Kontha Brand's Henan Brand Image" was held in Zhengzhou, which was an important event to start the regional market of the pioneering zone and marked the official entry of Kontha brand.
In the vigorous brand building project.
165438+2003 10 spring and summer product ordering meeting was successfully held in the company. Product styles keep up with the industry trend, product grades meet the needs of brand development, and orders will be well received by dealers. Kontha sports cotton shoes in the same period
Relying on its leading production technology and high cost performance, it continues to occupy the leading brand position of similar products in the Northeast market.
On June 5438+ 10, 2003, the second employee sports meeting of Kontha Company was held in the company sports ground, which was widely praised by the local government, peers and employees.
Kontha brand strategy interactive meeting and autumn and winter product ordering meeting were successfully held in Quanzhou. Healthy brand development strategy, market-oriented product development and effective manpower improvement training make agents more stable.
Follow the confidence and hope of Kontha brand.
In June, the plane shooting of the new image of the image spokesperson with the theme of fashion hero was completed, which fully demonstrated the new image and terminal vitality of Kontha brand.
In July, Kangta brand sneakers became the title of "China Famous Brand Product" recognized by China Famous Brand Product Recognition and Star Enterprise Selection Organizing Committee. The products are highly recognized by the market and the brand is beautiful.
Word of mouth has been further improved.
In August, the "Hero Storm" Kontha (Heilongjiang) brand image promotion conference was held in Harbin, the ice city. Songs and dances, acrobatics, model performances, body painting, and Li's signature posters have attracted countless people.
Live audience, live climax, leading the industry, Kontha brand, real fashion pioneer.
From June 65438+ 10, the company sent 300 to 400 copies of gifts to letter consumers every month on the basis of 100, and the gifts were extended to shoes, socks, corporate CDs, magazines and so on. And appear in the form of a gift package.
Consumers write letters and call to praise the reliability of the company's honest brand. Hero magazine is favored: it is a brand publication that only interacts with consumers in the industry-Hero magazine has its own unique style.
And through providing friends columns with exquisite content and pictures, animation design competitions and other ways to interact and communicate with readers in depth, making the magazine more readable and collectible.
On June 5438+ 10, the activity of "Perfect" Kontha Quality Monthly Output was launched in an all-round way, and the quality construction reached a new high, with noble quality and affordable price, creating the best cost performance for consumers. In the golden autumn of October, "Fei Biao won a gift,
The National Day large-scale promotion of "Hero Kangta sends great joy" was enthusiastically purchased by consumers, and the response was enthusiastic, and the activity was a complete success.
On June 65438+1October 1 1, the first swimming competition of Huaqiao University, which was exclusively sponsored by Kontha Company, was held in the swimming pool of Huaqiao University. Kontha once again joined hands with universities and was well received by young students.
In March, 2004, Kontha Sports Shoes won the honorary title of "China Famous Best-selling Brand" awarded by China Famous Brand and Market Strategy Promotion Committee.
In April, Kontha won the "Excellent Sports Shoes Design Award" of Sina.com's 2004 China Excellent Sports Brand Network Exhibition!
In May, Kontha joined hands with Fang Zuming, the son of international superstar Cheng Long, to create the brand image of Kontha as "the hero of heaven and earth, the true color of the dragon".
In June, a new advertisement for Kontha Sports was filmed in Guangzhou, and many domestic media reported it one after another, which opened the prelude to the promotion of Kontha Sports' new image in China.
1 1 Month Kontha Company held the spring and summer new product ordering meeting in 2005.
From June to February, 5438, Kontha Company invested heavily in CCTV advertising projects, and invested more than 1000 million yuan every year to continuously broadcast game package advertisements, which indicated that Kontha brand had a deeper understanding of brand building.
It also opened the prelude of Kontha brand cultivation terminal market.
On June 5438+ 10, 2005, Kontha Company and Beijing Light Media Co., Ltd. formally joined hands to fully operate the large-scale brand promotion activities of "Happy Hero, Happy China Tour for Kontha Brand" in Guangzhou, Chengdu and Wuhan.
In March, the latest image of Kontha brand image spokesperson was filmed in Beijing.
In April, Fortune 05, Happy Kontha-Kontha brand 2005 autumn and winter new product ordering meeting was held grandly.
On May 1 day, the nationwide large-scale promotion activities of "May 1st" were launched in cooperation with the large-scale brand promotion activities of "Happy Heroes, Kontha Brand Happy China Tour".
At the end of May, a large-scale brand promotion activity of Happy Hero and Kontha brand Happy China Tour (Guangzhou Station) was held grandly. Kontha brand image spokesperson Fang Zuming visited the event site. A large number of activities were carried out in the early, middle and late stages.
The publicity also attracted the attention of many top media in China, such as live entertainment, Pepsi Music Billboard, Fashion Billboard, CCTV Literature Channel, Guangzhou TV Station and Hunan Satellite TV.
Dozens of media such as Southeast Satellite TV, Guangzhou Daily and Yangcheng Evening News. , comprehensively reported the incident, which had an unprecedented impact.
At the end of June, a large-scale brand promotion activity of Happy Hero and Kontha brand Happy China Tour (Chengdu Railway Station) was held grandly. The event was strongly supported by Blu-ray Group, a well-known real estate company in Chengdu, and was a complete success.
During the activity, Li Xia, a famous host, visited the site and interacted with Fang Zuming with the students of Southwest Jiaotong University. The scene is very hot. The event also attracted an "entertainment scene".
Dozens of media, such as Pepsi Music Billboard, Fashion Billboard, Chengdu TV Station and Huaxi Newspaper, have paid great attention to it.
At the end of July, a large-scale brand promotion meeting of Happy Hero and Kontha brand Happy China Tour (Wuhan Station) was held grandly. As the final battle of large-scale activities in 2005, Kontha brand experienced more on the basis of the first two stops.
Effective organization has achieved better results. Live entertainment, Pepsi Music Billboard, Fashion Billboard, Wuhan TV Station, Sina.com, Sohu.com, Chutian Metropolis Daily, Netease,
The comprehensive and in-depth reports of dozens of media such as Chutian Gold Newspaper, Morning Post, Hubei Shi Jing and Wuhan Daily have laid a good foundation for the comprehensive promotion of Kontha brand in Wuhan.
In September, integration wins the future, and the Kontha brand spring and summer 2006 new product ordering meeting was held in Quanzhou Hotel.
On June 5438+00, "Kontha Sports China Tour, Happy October Gift Package Delivery" and Kontha brand "Eleventh" large-scale promotion activities were held grandly.
In March 2006, the12 "U-17 China Table Tennis Challenge" sponsored by Kontha Company was signed in Beijing.
From March 22nd to April 26th, Kontha Company sponsored the "2005-06 China Men's Basketball Professional League Playoff".
On March 25th, "China Badminton Team World Championship" was held in Fuzhou, and Kontha (Fujian) Sporting Goods Co., Ltd. sponsored the competition.
On May 28th, Kontha Brand 2006 Hangzhou Fortune Summit was held in Hangzhou.
On June 1-3, the 2006 China International Women's Volleyball Classic (Beijing Station) was held in Beihang Gymnasium, which was heavily sponsored by Kontha Company.
On June 8th-10, a brand-new print film and television advertisement of Kontha brand was shot in Xiamen, which was the first cooperation between Kontha Company and Fang Zuming after the successful contract renewal.
June 14 "Believe in the Rising Power-Kontha Brand Jinan 06 Fortune Summit" was held grandly.
Since mid-July, Kontha Company has sponsored the international competition "Chengdu Division of 2006 World Men's Volleyball League".
In mid-August, Kontha Company won the honorary title of "China Famous Trademark".
On September 13, the Kontha brand new product ordering meeting in the spring of 2007 was held in Zhengzhou, Henan Province, which strengthened the two-way communication between manufacturers.
165438+1October 14 "Terminal Revolution" The swearing-in ceremony for upgrading Kontha brand monopoly and ordering new products in the summer of 2007 was held in Chengdu, Sichuan. The spirit of the conference conveyed revolutionary radical ideas and greatly promoted the construction of Kontha brand terminals.
In 2007, during the two festivals of Christmas and New Year's Day, the promotion activities of "Buy as many gifts as you have" were carried out in specialty stores in various provinces and cities across the country.
On April 15, the "Authorization Ceremony for the Exclusive Supplier of Sports Equipment for Lithuanian National Olympic Delegation" was held in Wuhan International Convention and Exhibition Center. Xu Wuzeng, Director of Market Development Department and Minister of Lithuanian Embassy in China.
Under the witness of counsellor and others, Zubair Nice, Secretary General of Lithuanian Olympic Committee, handed the power of attorney to the head of China Kontha Sporting Goods Company as the sole supplier of sports equipment for the Lithuanian delegation in the 2008 Olympic Games.
Kontha Company started formal cooperation with Lithuanian Olympic Committee. Kontha will provide the Lithuanian Olympic delegation with competition costumes, award-winning costumes, accessories and corresponding economic assistance at the Beijing 2008 Olympic Games.
August-165438+ 10, the original cartoon sports advertisement was put on Hunan Satellite TV.
On September 15, with the countdown to the national Olympic Games heating up, Kontha Company also ushered in the "Olympic Games Coming" 2008 spring and summer order fair.
On February 26th, 2008, Kontha sponsored the "Kontha 2008 China Women's Volleyball International Competition".
On April 17, the Kontha brand 2008 Winter Order Fair was held in Quanzhou Hotel.
On April 20th, Kontha factory store was decorated with the latest image, dressed up and opened, and dealers from all over the country were invited to visit.
In May, Kontha brand fully supported China women's volleyball team before the Olympic Games and sponsored the 2008 World Women's Volleyball Grand Prix series of sub-races.
In June and July, Kontha Company held terminal training sessions on business philosophy and sales skills in Chongqing, Henan and Guangzhou.
On August 3 1, Kontha held the "Kontha Spring/Summer 2009 Product Ordering Fair" in Jinjiang Baolong Hotel.
launch
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Steady and steady to achieve healthy and benign Kontha
Jinjiang large and small shoes and clothing enterprises have made great efforts in the domestic market, celebrity endorsements and national investment promotion. However, Kontha is much more low-key at this time. To outsiders, Kontha will only work hard.
Kontha
In fact, everyone who knows Kontha knows that Kontha was practicing hard at that time, and every link of Kangta was so slow and steady from production management, brand building and channel expansion. Chen Mingyue made an image metaphor. "My martial arts is not as good as Bruce Lee's, but at least I practice martial arts every day, which will be useful one day."
Sure enough, many enterprises with blind expansion and weak internal strength have begun to struggle in the current international economic environment, and now they can only suffer in the world between banks, agents and material suppliers. Nowadays, Conta has a place to use, and it may only be highlighted in the reshuffle of the industry.
Healthy and benign capital flow and logistics are the advantages of Kontha brand, especially under the premise of reshuffle and transformation. "Business is not good, but more agents want to be our brand; Due to the healthy and benign capital flow of the company, our material suppliers are in place to supply materials in time. " Chen Ming has an appointment with Kan Kan.
Focus on breakthroughs and let some markets play their role first.
"I am lucky to be Kontha's agent!" This is the testimony of many agents, because Kontha's practice is to join hands with agents to fight for the country. Agents always feel Kontha's enthusiasm and support, instead of dealing with intrigue.
Although the supply of sporting goods exceeds the demand, Kontha has always been glad that he chose the sporting goods industry in labor-intensive industries and insisted on brand promotion, because Kontha has seen the market share of the whole sporting goods expanding continuously in the brand competition.
With the constant change of living environment and living conditions, people are more and more aware of the importance of physical exercise to health, and the opportunity of Beijing Olympic Games has also set off a nationwide fitness boom.
Therefore, Kontha often encourages his agents, believing that as long as they have strength, they can find living space in the highly competitive market. Those agents who are keen on brand investment promotion are Kontha's best comrades-in-arms. They work hand in hand with them to help and support agents to really sell their products to consumers, instead of doing inventory transfer.
Kontha, like a sedate brand driver, clearly knows his destination and knows that he is unable to do the whole China market now. So Kontha decided to do a part of the market first, do a good job in this part of the market, and set up a large number of regional markets that are well-known in the market. "As long as the market is as big as China, Kontha can survive and develop." Speaking of which, Chen Mingyue's eyes lit up.
Kontha is only famous, and its brand building still has a long way to go.
Chen Mingyue still clearly remembers that moment. In May 2002, the brand promotion meeting in Zhengzhou, Henan Province hired Li as the endorsement, which also announced that Kontha officially changed from wholesale trade to brand promotion. In 2005, Kontha signed another brand spokesperson, Fang Zuming.
"However, it seems that Kontha is still in the learning stage in brand building, both in the Li stage and the endorsement stage." Chen Mingyue told Kontha's agent frankly that, after all, from wholesale to brand building, from concept to team building, it takes some time to explore.
After several years of brand exploration, Kontha has become a minor celebrity, especially Kontha cotton shoes, which belong to one or two brands in the northeast market. Warm sports cotton shoes have become a distinct selling point in marketing.
However, Chen Mingyue repeatedly stressed that Kontha is only famous, but there is still a long way to go to become a real brand. But the mass sports brand is Kontha's goal. "9.6 million square kilometers, every corner is my playground", and Kontha launched the concept of "Healthy" campaign with the theme of "Healthy yourself, healthy China". This is an all-round physical and mental health and a complete healthy exercise structure, including three levels: life health, sports health and mental health. This not only conforms to the brand positioning of professional sports in Kontha, but also has more connotations and extensions.
At present, the severe economic situation has brought great impact to domestic shoes and clothing enterprises, and various pressures from banks, agents and material suppliers have made some shoes and clothing enterprises struggling. Just when most enterprises feel "cold in winter", Kontha, a popular sports brand in Jinjiang, is "unique in scenery".
"The reshuffle of the industry is inevitable, but shuffling will only wash away uncompetitive enterprises. For benign development enterprises, now is a good opportunity to rise. " Chen Mingyue, vice chairman of Kontha Sporting Goods Co., Ltd., is full of confidence in the future development.
Chen Mingyue's confidence comes from Kangda's healthy and benign development in recent years. "In the past few years, when many enterprises blindly advertised for terminals, we in Kontha steadily and steadily focused on several major markets according to our own reality, laying a good foundation while accumulating experience."