At the London Olympics in 2012, Anta surpassed Li Ning to become the first in the country. The upcoming Rio 2016 Olympic Games will seize another opportunity for Anta, which has surpassed the local 10 billion curse and threatened to exceed 100 billion.
On June 29th, the Chinese delegation designed by the Chinese Olympic Committee partner Anta won the award for “Champion Dragon Suit†and for gymnastics, trampoline, weightlifting, judo, boxing, taekwondo, rowing, kayaking, water polo, etc. The Rio Olympic Games equipment provided by the national team was officially unveiled.
Anta also announced the launch of the Olympic Games with the theme of “going to breakâ€. Zheng Jie, president of ANTA Sports Products Co., Ltd. introduced the dragon suits issued on June 29 mainly for the Chinese Olympic delegation. Starting from July 1, a series of Olympic Games The elements of the popular goods will also be officially launched, and will cooperate with a number of mobile marketing platforms, and cooperation with portals such as Sina Tencent will also begin.
In 2009, Anta signed the China Olympic Committee. During the period, Anta provided nearly 600 models and about 500,000 pieces of award-winning equipment and living equipment for more than 20 events and more than 6,000 people participated in the Chinese sports delegation. At the 2012 London Olympics, Anta's champion dragon suit was placed on the Olympic podium for 38 times.
Zheng Jie said it is difficult to say how much direct sales revenue can be brought by such brand cooperation. However, it was the year of the 2012 London Olympics that Anta surpassed Li Ning for the first time. The follow-up of Anta, which tasted the high-exposure sweetness, became a new Olympic cycle "2013-2016 China Olympic Committee Sportswear Partner".
With the market positioning of high cost performance, Anta became the first local sports goods company with over 10 billion yuan. According to Anta's 2015 annual performance report, revenue reached RMB 11.126 billion.
However, Anta has a higher goal. According to the public statement of Ding Shizhong, Chairman and CEO of Anta, the next step is to become a billion-dollar company in 2025.
The 100 billion-scale company in the sporting goods industry currently has only Nike and Adi. Nike's fiscal year 2015 revenue was 30.6 billion US dollars (about 19.742 billion yuan).
Wanting to compete with these international brands also means that Anta is not only cost-effective, but also has a higher brand power.
However, this is also the challenge it is facing. Zheng Jie also admitted that it is still difficult to compete with Nike Adi in five years. It is unrealistic to use the mid-end Anta brand to occupy the high-end.
The acquisition of overseas brands and multi-brand matrix is ​​one of the means of Anta's competition with international brands. Among the brands acquired by Anta, FILA is positioned in the high-end sports fashion market. Di Sant is a high-end sportswear brand focusing on skiing and high-end comprehensive training, retail The price is higher than Nike and Adi. On the one hand, overseas acquisitions cover different segments of the population, and on the other hand, they can acquire ready-made technology research and development platforms by acquiring these mature brands.
The Olympic project is a fast track for Anta to enhance its brand power. Anta strengthens its professional sports image by sponsoring the Chinese Olympic Committee and the National Winter Sports Center, Gymnastics Center, Aquatic Center, Lifting Center and Boxing Center.
Zheng Jie said that this champion dragon suit combined with Anta's tracked athlete database for many years, the 3D stereo cut of the champion dragon suit, the champion dragon suit itself also combined with the latest technology developed by Anta, such as special water-repellent process Fabric, recycled fiber weft made from Coke bottles. In order to increase the sense of fashion, I also invited the famous fashion designer MashaMa as a consultant.
With the design and delivery of Olympic equipment, Anta hopes to prove its professionalism and fashion.
"The impact of the Olympics on performance will be mainly reflected in the end of July to August, and it is expected that there will be a great improvement in comprehensive training and running," Zheng Jie said.
Since 2015, China's sporting goods industry has generally recovered, and Li Ning has turned a profit. The upcoming Brazilian Olympic Games is the first Olympic Games after the State Council issued the No. 46 document to raise the market demand of 5 trillion yuan.
Anta signed the Chinese Olympic Committee, Li Ning sponsored the Indian delegation, Peak sponsored the New Zealand delegation, 361 degrees was the official sponsor of the Rio Olympic Games, and Adidas as an international brand sponsored the British national team uniform, Nike also followed Sydney 2000 Since the Olympic Games, it has appeared on the Olympic business cooperation list for the first time. The Nike Kelly Olympics suit is expected to be released on July 4.
Who can better seize the opportunity, the upcoming August or visible.
Editor in charge: Ma Qianli
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