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Anta: the principle of coexistence win-win opening up markets

By: dream zhang

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Founded in 1991, its largest international investment in the Hong Kong Security Co., Ltd., Anta (Fujian) Footwear Co., Ltd, Beijing Orient Sporting Goods Co., Ltd., ANTA. Ten years, Anta company of "safe start, practical life, creating a century brand" business philosophy, through the unremitting efforts of all staff, has developed into the largest set of production-oriented manufacturing and marketing an integrated enterprise of sporting goods .

Back in 1994, Anta company ahead of other firms to develop internal quality standards and full import in 1998, ISO9000 quality system, in 1999, with the management certification and product certification.

Since 2001, Anta taken a decisive step, namely the diversification of products and brand internationalization. Start cross to sportswear, accessories and other apparel products in the field, which means that Anta has grown from a single integrated sports brand sports shoes to the transition. This same time, the first ANTA Sports stores sporting goods store in Beijing on the successful opening of health benefits, but also marks the Anta integrated monopoly system started. So far, Anta company already has more than 2,000 domestic and Anta Sports store.

An area of 100 acres, with 10 modern production lines and garden located in a beautiful industrial park, Jinjiang City, hometown of overseas Chinese. This 10 computerized management of all production lines, starting from January 2004 has been fully operational, so Anta end product development, production and distribution has been improved by leaps and bounds.

China Business Federation, the China National Commercial Information Centre statistics show that: ANTA sport shoes in 2001?? In 2003 for three consecutive years sports shoes market share in the country ranked first wing of similar products. ANTA brand by sponsoring a series of major sports events has become a large number of consumers, especially the young people love and chase the fashion sports brand, but also eager to buy in the professional sports industry, sports products. ANTA products from the 1999 Olympic champion Kong Linghui image voice, to have to hire singer Elva days later, the mainland's chief male model Li Xueqing, NBA star famous Battle, the world champion Chinese team captain Feng Kun Women, the world table tennis champion Wang Hao, a strong star cast no doubt greatly enhance the brand image of ANTA.

1998 Anta Anta pioneered extreme sports Classic, so far, the tournament has developed into the largest scale and highest interest rate, most influential sports event; in September 2003 sponsored by the Fifth Republic of China City Games. In addition, the company also has sponsored Anta CUBA CUBA, Chinese male and female volleyball league, Shaanxi Dongsheng Basketball Club, Liaoning Dinosaurs, Zhejiang Wanma Basketball Club, and sponsored the European powerhouses Lithuania Poseidon basketball team, became the first basketball club sports sponsored by overseas brands, totaling more than sponsorship of more than 100 million yuan, won the community's appreciation and recognition. In addition, ANTA has full sponsorship CBA League this year, from 2004? Exclusive sponsor for three consecutive years in 2007 14 team sports equipment, making it the only designated CBA partnership league equipment.

Now Anta is a set of "Famous Chinese Trademark", "Chinese famous brand" and "China Inspection-free Product" and other honors in a domestic famous brand. One based on domestic, to look at the expansion of international strategy development were. ANTA will always, "I choose, I like" language of communication, to the principles of coexistence and common prosperity in the win-win cooperation to expand overseas markets.

After three years of market operation, Anta integrated in the Russian market share of domestic brands has become a leader. This year, the ANTA overseas promotion strategy for the full implementation of the company, one after another in the Singapore, Greece, Taiwan and other countries and regions have set up the Anta store sales performance has been satisfactory, while in Hungary started Anta business; in the Czech Republic, Ukraine has established close partnerships, and use it as window, fully expand the European market.

2008 Beijing Olympic Games bid is successful, China's sports industry, there are opportunities and challenges, all Anta will work together to surmount the ANTA brand building brand into the Chinese sports leaders, and ultimately make more and more people around the world can see the strategic objectives of ANTA products.

Article Source: http://depositarticles.com/

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