Why Is Anta So Popular?

The sports market in the mainland is huge, and the government has actively promoted the popularization of sports and national fitness.

Demand for sporting goods.

Today, the sporting goods market is no longer the only one with the largest international market.

The dominant pattern has been changed, and the domestic sports brands are also growing rapidly, becoming the forefront of the global sporting goods industry.

According to the world clothing and shoe net, since its listing in 2007,

Group earnings continued to grow. The market value has exceeded HK $85 billion, and is firmly in the top four market place of global sporting goods companies.

Anta sports can become a leading sporting goods producer in the mainland, not only because of its own brand for the mass market, but also in recent years, Anta is "buying" all kinds of clothing brands.

In August 2009, Anta acquired the franchise and trademark rights of BELLE International's sports brand FILA in HK $600 million. In 2015, it bought the British outdoor brand Sprandi; in 2016, it joined the Japanese Descente and Itochu to form a company dominated by international brands.

However, Anta sports seems to be not satisfied with this. In recent years, the ice and snow movement has gradually entered the public view with the approaching of the Winter Olympic Games in Beijing.

The ice and snow movement is still at the initial stage of development in China, with a market scale of 30 billion yuan, and the figure is expected to reach 150 billion yuan by 2022.

Ice and snow sports products have huge market potential, but at present, there are still lack of leading brands in the Chinese market.

In September 28th, Anta announced that it had officially become the official sporting goods partner of the 2022 Winter Olympic Games and the winter Paralympic Games in Beijing, and was among the highest level sponsors of the 2022 Beijing Winter Olympic Games.

With the opportunity of the Winter Olympic Games, Anta will launch ice and snow products in November this year. The complete ice and snow product line will be formed next year.

Anta hopes to take the opportunity of the Winter Olympic Games and strive to be the leading brand of the public ice and snow sports.

The expected share of sales will account for 8%-10% of the entire product line.

According to the reporter's understanding, unlike Anta's high-end Desanto brand, Anta's ice and snow product line will mainly face mass consumer groups, mainly for consumers who have just started ice and snow sports. They are unwilling to invest too much in equipment. The price of the middle segment of Anta will reduce the threshold of these beginners to participate in ice and snow sports.

For the promotion of ice and snow products, Anta sports said that Anta's next marketing plan has two main directions. First, it will fully communicate with the Beijing Olympic Organizing Committee and seamlessly link up with the Olympic Organizing Committee's marketing plan, so as to cooperate with the Olympic Winter Games successfully.

Two, the main customers will face 95 and post millennial consumers. They will increase their effective interaction with young people, communicate, influence and inspire them to join the ice and snow sports.

Domestic sports brands today are manifold, but for the millennial generation, fashion sense is one of the most important concerns.

The domestic sports brand has always been considered as a strong sense of fashion without international sports brand.

But now that idea seems to be changing.

"In the US, Anta is really not cheap," she said, according to us Internet users. "Anta shoes and clothes are always cheaped."

Why is Anta so popular?

In fact, this is related to the popular culture of the United States. Anta is a Chinese brand. Its T-shirts and shoes often have Chinese characters, and Chinese characters are very special for the people of the US. For them, Chinese characters will be different from tattoos and clothes.

However, wearing other brands of clothes and printed Chinese will have a sense of cottage for them.

So Anta's position in the US is almost the same as that of ADI and Nike.

For the future development of Anta, in mid August of this year, Anta released the semi annual report in 2017. Ding Jianzhong, founder of the group, also revealed at the meeting that Anta has stepped up its overseas acquisitions, and will introduce more brands in the future to achieve full coverage of consumers and full coverage of channels.

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