No one may have thought that a small workshop in Jinjiang 30 years ago would now surpass Nike and become the number one sports brand in China.
Just recently, Anta announced its financial report for the second quarter of this year. Anta’s revenue was 25.965 billion yuan, a year-on-year increase of 13.8%. During the same period, Nike, as "the number one sports brand in China", had revenue of only 23.681 billion yuan. Anta officially surpassed Nike China and became the leader in China's sports field.
Looking back on the past thirty years, Anta has gone from low-end to high-end, and from obscurity to become the number one sports brand in China. During this period, Anta has gone through troughs, but it has been moving forward steadily with high investment in R&D.
In 1991, Anta was officially established in Jinjiang. For the sportswear market at that time, this was an extremely small matter. At that time, domestic brands such as Xtep , Huili , Hongxing Erke , etc. competed fiercely, while foreign big brands such as Nike, Adidas completely occupied the high-end market. At that time, Anta was undoubtedly a “cute new player”.
In the first few years, Anta has always adhered to the people-friendly route, sales have been tepid, and its popularity is not very high. Until 1999, Anta, which had been established for 8 years, made a "big gamble".
not only invited Kong Linghui as brand spokespersons, but also spent large-scale advertising on TV channels. It is reported that Anta's annual advertising expenses at that time exceeded 3 million, which was equivalent to all Anta's annual profits at that time.
With Kong Linghui on the podium at the Sydney Olympics and winning a gold medal for China, Anta's popularity has also grown. In 2000, Anta's revenue officially exceeded 300 million, becoming a well-known brand in China.
After 2010, Anta's development began to embark on the fast track. Anta has become a cooperative brand of and of the Chinese Olympic Committee to create local sports equipment for Chinese athletes. Although
's popularity has increased, Anta is rarely arrogant or impetuous. In the following years, Anta continued to increase investment in research and development and develop "black technology" in shoes. Data shows that Anta has not only recruited hundreds of design masters from around the world for research and development, but its annual investment in research and development accounts for more than 2% of its revenue.
On the other hand, Anta continues to expand sales channels and open up online platforms. Open flagship stores in Tmall , Jingdong , and reach cooperation with Vipshop to convert platform traffic into its own users.
Among them, Anta’s growth rate in Vipshop has reached the first place in the country. Since January this year, Anta’s order volume on Vipshop has increased by more than 50%. During this year’s 618 period, Anta became the “most watched brand” on Vipshop, with sales successfully doubling.
Anta President Ding Shizhong once said: "My dream is not to be the Nike of China, but to be the Anta of the world." Today, Anta has spent thirty years turning this sentence into Reality.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-