Sporting goods industry standard setter, a comprehensive sporting goods brand focusing on sports and leisure clothing/shoes and accessories, began to launch children's sporting goods and fashion footwear series in 2008
In 1991, ANTA (Fujian) Footwear Co., Ltd. was established in Jinjiang City, Fujian Province, and the ANTA brand came into being. After more than 20 years of development, ANTA has become a leading sportswear brand in China. In 2014, ANTA bucked the trend and achieved great success in its retail transformation, with annual revenue of nearly 9 billion yuan. In 2015, ANTA broke the 10 billion mark that had never been reached by domestic sportswear brands, with annual revenue reaching 11.12 billion yuan. On May 9, 2009, then Premier Wen Jiabao spoke highly of ANTA when he inspected ANTA, saying that ANTA had successfully transformed from a "labor-intensive" enterprise to a "technology-intensive" enterprise, and that ANTA had explored a path with its own characteristics for upgrading from "Made in China" to "Created in China".
ANTA is a pioneer in building a sportswear brand in China. In 1999, ANTA invited Chinese table tennis player Kong Linghui to be the brand image spokesperson and placed advertisements on CCTV and other major TV stations. ANTA's original brand marketing model of "Star Advertising" has been recognized and emulated by other brands in the same industry. Since then, ANTA has signed contracts with many well-known athletes such as Wang Hao, Liu Shiwen, Zhang Jike, Zou Shiming, Chen Penbin and Zheng Zhi, which has greatly enhanced ANTA's brand awareness and reputation in China. In addition, ANTA has continued to enhance its influence in the international market, actively cooperating with the NBA, signing NBA superstars such as Scola, Garnett, Rondo, Parsons, Thompson, etc., gradually expanding overseas markets and introducing NBA resources into the domestic market, further consolidating the reputation of the ANTA brand.
ANTA is a practitioner of China's sportswear sales monopoly system. In 2001, ANTA transitioned from the production of a single sports shoe to the production of a variety of sportswear products, and at the same time created a new terminal model - sportswear stores, marking a new stage in its development. From the opening of the first ANTA store in Beijing in 2001 to more than 8,400 stores nationwide in 2015, ANTA's retail terminals cover 31 provinces, autonomous regions and municipalities directly under the central government. It has successively won the honorary titles of "China Famous Brand Product" and "China Quality Inspection-free Product", and has become a real leader in China's sporting goods industry. In terms of overseas market development, ANTA has made steady progress and gradually entered Southeast Asia, the Americas, Africa and other markets, and its products are sold to more than 200 countries and regions around the world. In 2009, ANTA successfully acquired Fila, an international apparel brand, marking an important step in its internationalization process.
ANTA is a supporter of the development of sports in China. In 1998, ANTA founded the ANTA Extreme Sports Classic. In 2004, ANTA invested heavily in sponsoring the China Basketball Professional League and became a sports equipment partner of the CBA Professional League. In February 2005, ANTA also signed a contract with the China Table Tennis Association to exclusively sponsor the sports equipment of the China Table Tennis Club Super League for four consecutive seasons from 2005 to 2008. ANTA sponsors the China Men's Basketball League (CBA), the National Volleyball League, and the National University Basketball League (CUBA) all year round, and is known as the "engine of the Chinese League".
In 2009 and 2013, ANTA became a partner of the Chinese Olympic Committee for two consecutive years, contributing to the continuous development of China's sports industry. In order to spread the Olympic spirit, ANTA also holds a huge "Olympic Running Day" in major cities across the country every year. At the same time, ANTA signed contracts with a total of 24 national teams from five centers, including the Winter Sports Management Center, the National Aquatics Center, the National Taekwonting Center, the Gymnastics Center, and the Weightlifting and Wrestling Sports Center, to actively support the development of sports in China. In October 2014, ANTA signed a contract with the NBA and became an NBA partner in the Chinese market. In October 2014, ANTA joined hands with Guangzhou Evergrande Football School to promote the healthy development of youth football in China.
ANTA is a pioneer in China's sports technology innovation. Over the years, Anta has attached great importance to its investment in R&D, and its R&D and design expenses have increased from 2 million yuan in 91 years to 400 million yuan per year with an annual income of no less than 5%, an increase of nearly 200 times. In 2005, ANTA invested more than RMB 30 million to set up the first sports science laboratory in China to develop sports technology and functional design based on athletes' body data. In December 2009, ANTA Sports Science Laboratory was recognized as a "National Enterprise Technology Center" by the National Development and Reform Commission. To date, the laboratory has applied for more than 130 patents.
ANTA is a leader in the construction of corporate culture of sportswear in China. ANTA attaches great importance to the construction and inheritance of its corporate culture, and has carried forward the spirit of Fujian businessmen who love to fight and dare to win, and has refined the brand personality of "love to fight, know how to fight, and dare to win", integrating the sports spirit of self-transcendence into everyone's life, and following the core values of "brand first, innovation and change, professionalism and pragmatism, integrity and gratitude", and is determined to become a world-class sportswear company with the largest brand reputation and market share in the Chinese market, and is respected and sustainable. Corporate culture not only needs to be built and precipitated, but also needs to be created and innovated. In the past two years, when ANTA has implemented the strategy of "retail transformation", on the basis of adhering to the original culture, ANTA has put forward the idea of "retail transformation, culture first", innovated retail culture, actively supported the strategy of retail transformation, and achieved good results.
ANTA is an advocate of social welfare undertakings. While operating the brand, ANTA also spares no effort to pay attention to and practice the development of social welfare undertakings, and ANTA hopes that every Chinese can afford to buy sports shoes and be able to wear ANTA sneakers on basketball courts and concrete floors. Over the years, ANTA has been committed to public welfare undertakings through activities such as the "ANTA Star 100 Charity Program". In particular, during the Wenchuan earthquake in 2008 and the Ya'an earthquake in 2013, ANTA donated more than 10 million yuan. Up to now, ANTA has donated a total of more than 300 million yuan to the society, and ANTA has been awarded the highest honor of the "China Charity Award" by the Ministry of Civil Affairs of China. In 2013, ANTA, together with the Chinese Olympic Committee, the Champions Fund and the Samaranch Sports Development Foundation, jointly launched the "Olympic Charity Cooperation Alliance", which will further promote the Olympic spirit and promote the development of national fitness.
ANTA is a leader in the transformation of sportswear retail in China. At the beginning of 2013, ANTA took a long-term view and assessed the situation, accelerated its own transformation in the context of the slowdown in the development of the domestic sportswear industry, implemented drastic reforms for the entire Group, and implemented a retail transformation strategy, that is, the transformation and upgrading from the original brand wholesale model to the brand retail model. After two years of practice, ANTA has developed a complete retail management system and retail culture system that are in line with ANTA's development. ANTA's retail transformation has achieved results, taking the lead in stepping out of the trough of the sports brand industry, and has been recognized and learned by industry peers.
