A garden-style industrial park covering an area of 100 mu with 10 modern production lines is located in Jinjiang, a beautiful hometown of overseas Chinese. These computer-managed 10 production lines have been fully put into use since June 5438+0, 2004, which greatly promoted the research, development, production and distribution of Anta's high-end products.
Since 200 1, Anta has taken a decisive step, namely product diversification and brand internationalization. Beginning to cross the border into the field of sportswear, accessories and other clothing products, this means that Anta has transitioned from a single sports shoe to a comprehensive sporting goods brand. In 2004, Anta Company fully implemented the overseas promotion strategy, and successively opened Anta stores in Singapore, Greece and other countries and regions, and its sales performance was quite gratifying. At the same time, Anta business was launched in Hungary. We have established a close partnership in the Czech Republic and Ukraine, and used this as a window to fully expand the European market. So far, Anta has nearly 5,000 Anta sporting goods stores at home and abroad.
According to the statistics of China Business Federation and China National Business Information Center, the comprehensive market share of Anta sports shoes ranked first among similar products in China from 20065438+0 to 2004. At present, Anta is a well-known brand in China, with the honors of "China Famous Trademark", "China Famous Brand Product" and "China Inspection-free Product". Pioneers who are based at home and pay attention to international strategic development.
Anta's image spokesmen range from Olympic champion Kong in 1999 to famous NBA star Scola, captain Feng Kun of China team, world table tennis champion Wang Hao and CBA potential players. A strong lineup of sports stars has shaped and enhanced Anta's professional brand image.
1998, Anta launched the Anta Extreme Sports Classic. Up to now, it has developed into the largest extreme sports event with the highest attention rate and the widest influence in China. In addition, Anta also sponsored events such as CUBA and China Men's and Women's Volleyball League, with a total amount of over 100 million, which won the appreciation and recognition from all walks of life.
From June 5438 to October 2004 10, Anta sponsored China Basketball Professional League for three consecutive years and became the only designated partner of sports equipment in CBA Professional League. According to reports, including the cost of product research and development, marketing and other projects, Anta's sponsorship of CBA is expected to exceed 65.438+0.2 billion yuan. This shocked the sports industry in China: national brands broke the pattern of international brands monopolizing domestic top-level events, and Anta blew the clarion call for sports brands to compete for the domestic market. In February, 2005, Anta officially signed a contract with China Table Tennis Association to exclusively sponsor the only designated sports equipment in the Super League of China Table Tennis Club for four consecutive seasons from 2005 to 2008. The cooperation between the two sides will further promote the development of table tennis in China and establish a good image for Anta brand.
Anta leads China's footwear industry into the track of international competition. From the launch of all-star combat boots in 2004 to the recent "King Series" professional basketball shoes tailored for CBA players, it is proved that Anta has the ability to make China players wear professional basketball shoes independently developed by their own nation. This means that from now on, China has professional sports products that match our sports power, and China's professional sports brand will be recognized by the world.
At the same time, for the research and development of CBA series products, one of Anta's major actions in 2005 was to create the "Sports Science Laboratory", which is located in Anta's headquarters, covering an area of more than 4,000 square meters, with equipment worth 20 million yuan and nearly 50 researchers. The newly established Anta Sports Science Laboratory is a leading research and development institution in the field of sporting goods in China. Its core strategy is to lead the brand with technology, and start with professional sports equipment such as basketball and running shoes to create high-end products that meet the needs of professional sports and implement specialization.
This year, Anta launched a new slogan-"Keep moving and never stop". This international slogan will become a brand-new milestone of Anta, the latest exposition of Anta's sports career, and also represents Anta's fighting spirit of pursuing higher goals. With the 2008 Olympic Games held in China, the core of Anta brand has been integrated into modern sports spirit. Since actively supporting major sports events in China, Anta has been increasing its investment in sports marketing with the development of sports in China. All this stems from Anta's unremitting pursuit-Anta, the leading sports brand in China in 2008.