Anta, The 20 Thousand And 110 Largest Clothing Brand: From Followers To Frontrunners

After being a follower for nearly 20 years, Anta insisted on serving the public in advance.

From followers to leaders

This year, "2011 China brand value" selected by Interbrand, an internationally renowned brand strategy consultant.

The pcendence of this brand value lies in the pcendence of commercial value.

According to the goal set by Anta in 2009, it is necessary to surpass Lining in 2013 and become the number one sports brand in the country.

According to this year's semi annual report, Anta revenue increased 28.9% to 4 billion 450 million yuan compared with the same period last year, surpassing Lining in one move and sitting on the first hand of the local sports brand.

Unlike Lining, who was "not satisfied with the mass market positioning, radical pformation, and expected to match Nike and Adidas", Anta has formed the brand positioning of "serving the mass market" for more than 10 years.

Zheng Jie, vice president of Anta, said: "we do not think Nike and Adidas are Anta's competitors.

For them, Anta is just a benchmark for the industry to learn.

Anta's first place is actually more like "being" first.

For Anta, the preparation has not been completed, no matter the change of mentality or the layout of the business.

"Anta will continue to provide affordable sports products for Chinese consumers in the future."

When asked about the next step, Zhang Tao, vice president of Anta, said so.

Zhang Tao also revealed that Anta's future positioning in the mass market will not change. It will continue to "consolidate the foundation" and will not consider large-scale overseas market.

With Lining's warning, Anta is very cautious about its next step.

In the middle of this year, Anta has publicly stated that it plans to increase Anta sporting goods stores to 8200 by the end of this year, expand the range of sports life shops to 1100, expand children's sporting goods stores to 600 stores, and expand FILA stores to 300 stores, and the shop sales rate has increased slightly compared with the first half of this year.

However, at the end of October, Anta also said that it had reviewed the opening plan for 2011, and was going to adopt a more prudent strategy. The number of Anta stores at the end of 2011 would be adjusted from 8200 to 7800 to 8000.

As for the overall situation of the domestic sports industry which is not optimistic since the second half of this year, Anta management has also indicated that the industry will be full of challenges in the next six to 1 years.

In fact, today's sports industry has been on the eve of reform, and the large-scale enclosure mode has been difficult to continue.

Today, it is the critical moment to test Anta.

From second tier star Scola to superstar Garnett, Anta needs to pay attention to the fact that the promotion of brand image does not mean disengaging from the mass market, and the two are actually not contradictory.

Although Nike is regarded as a high-end brand in China, Nike is also a popular brand in the United States.

Unlike Anta, Nike can fully cover the low end to high-end consumers through reasonable product planning and price setting.