Anta Ding Shizhong: Create A Century Old Shoe Brand With Innovation

January 7th, January 5th, the Quanzhou Business Innovation Conference was held in Quanzhou.

He stressed that in the first half of this year, Anta's operating income was 3 billion 450 million yuan, gross profit margin was 43.7%, net profit reached 760 million yuan, and ranked first in the sporting goods industry in China in the first half of this year.

Over the past 8 years, sales revenue has increased 58 times, and the compound growth rate has reached 41% over the past 5 years.

By the first half of the year, there were 7052 Anta stores all over the country.

In the 20 years of development, Anta has been boosting the development of China's sports industry.

Anta is a sponsor of China's top professional tournament, CBA, which has been a sponsor for many years.

She also sponsored a series of Chinese women's volleyball league matches, known as the "China League engine".

Due to its long-term support for China's sports industry, in 2009, Anta was called the partner of the Chinese Olympic Committee. It provided the award equipment for the ten international competitions in the 09-12 Olympic Games, including the Vancouver Winter Olympic Games, Singapore's first Youth Olympic Games and the newly concluded Guangzhou Asian Games.

In terms of brand value, Anta's brand value reached 5 billion 270 million yuan, ranking twenty-first in the list of the 2010 Best Chinese brand value 50, which is jointly published by the world's mainstream financial magazine "Forbes" and the world's largest brand consulting firm Interbrand, which surpassed Mengniu, Haier and other famous domestic brands.

In terms of brand innovation, on the one hand, Anta is closely integrated with the rights and interests of the Chinese Olympic Committee to carry out integrated marketing to enhance the overall competitiveness of enterprises.

At the just concluded Asian Games, Anta took the award equipment of the Chinese Legion as the core, and made a multidimensional expansion of the time and space around the "main moment" for China's main line of communication. From the competition scene to the stadium, the integrated marketing of 7000 stores terminal to TV advertisement was carried out, and the reputation and brand assets of Anta brand were raised to a whole new height.

On the other hand, in August 1, 2010, Kevin, Garnett, an international superstar and NBA superstar, joined Anta as spokesperson.

With the successful conclusion of the "Garnett China trip", the Chinese fans are expecting him to compete in the next NBA season with the KG stadium basketball shoes specially designed by Anta sports for the NBA arena. I believe this will further enhance the reputation and credibility of Anta brand and products both at home and abroad.

In terms of channel innovation, by the end of 2010, Anta already had the largest brand retail network in the same industry, with more than 8000 brand stores in China, covering all provinces, autonomous regions and municipalities directly under the central government, and network penetration of one or two and three or four line cities.