It has won all the championship and runner-up competition equipment of China, and no one is absent.
Text | Chinese merchant Tao Lia Lu zhi shen
The Chinese team makes history!
On February 20, the Beijing Winter Olympics were successfully concluded. This is a history-making Winter Olympics, the Chinese delegation won 9 gold, 4 silver and 2 bronze medals with a total of 15 medals, surpassing the Vancouver Winter Olympics 5 gold record to set a new record in history.
In just 17 days, the Chinese sports delegation staged invincible achievements: short track speed skating mixed team competition Wu Dajing led the dream team members to take the first gold, speed skating Gao Tingyu rode the dust, snowboarding young player Su Yiming "Yi Ming" "Yi Ming", freestyle ski valley Ai Ling "Flying Dragon in the Sky" mei kai twice...
Every moment of the athlete's victory is the reward of day after day of hard work, but at the same time, it cannot be ignored and the details determine success or failure, as well as the rapid development of China's competitive sports equipment.
【Cover gold, silver and copper!】 Anta becomes the biggest winner of the Winter Olympics]
Behind China's 15 medals is the hard work of 16 athletes, and all the medals have the same name behind them: ANTA.
From the opening ceremony of the International Olympic Committee President Bach wearing Ann to embark on the hot search, anta Winter Olympics the same model sold out, to the live broadcast of the event brand logo frequently appeared in the camera, 100% package Of China's champions and runners-up competition equipment, 15 sub-events, 12 Chinese national teams wore ANTA ... Anta can be called the home brand of this Winter Olympic Games "Appearance King". On what basis did it "take over" the Beijing Winter Olympics?
There is no diamond diamond and dare not take the porcelain work.
The master of China's short track speed skating king who won the first gold medal, his race suit was designed by ANTA. For this "millisecond racing" competition, how to achieve a reduction of wind resistance at high speed to help Olympic athletes break through is very important.
To this end, ANTA uses two advanced technologies of air turbulence and boundary slip to control drag reduction, and uses a special-shaped structure to quickly divert air on the surface of the garment, and then adjusts the best position of the version and the human body dividing line through wind tunnel testing. The four major drag reduction technologies make ANTA's race suits have a maximum resistance reduction of up to 10% compared to ordinary skating suits.
In terms of safety, the race suit adopts Dyneema anti-cutting technology, which can provide 360-degree full-body protection of the human body compared to traditional local protection, and the material strength is 15 times that of steel wire. Anta's self-designed short-track speed skating race suit, its light and breathable degree of the world's top level, has won the "ISPO Global Design Award" affirmation, known as "ice shark skin".
Free skiing "genius girl" Gu Ailing has also been escorted by Anta when she won the championship twice.
Once wearing a black and gold dragon suit, once a Chinese red robe. Compared with ice sports, skiing is more demanding on wind and water resistance. The race suit designed by ANTA for Gu Ailing uses high tear resistance and wear resistance, strong and environmentally friendly nylon + Goldex fabric, which is filled with incandescent technology multi-dimensional thermal storage and heat retention film to heat up and regenerate heat. The whole outfit has both top windproof and waterproof performance, and can continuously keep the body dry, without affecting the athlete's power sprint, while wrapping in all directions to avoid accidental injuries.
There is also a speed skating competition suit worn by Gao Tingyu, which has both drag reduction and high elasticity functions, and uses wind tunnel testing and human body splitting line process to achieve zero loss of athletes' instantaneous explosive power;
Steel frame snowmobile athletes Yin Zheng and Yan Wengang wore air deflectors and airfoil drag reduction design steel frame snowmobile shoes independently developed and designed by ANTA, breaking the record of zero in the project for the Chinese team;
Snowboarding competition suits, the use of windproof and moisture-proof technology with hot technology - new Sherry efficient warm down, so that athletes in the extreme outdoor environment is not afraid of the cold, leaping and leaping light as a swallow...
With the help of these leading design, aerospace technology, and pioneering technology competition equipment, ANTA covered all the medal-winning projects in China at the Winter Olympic Games! It not only witnessed the moment of winning the championship, but also truly helped the birth of honor.
Thinking back to the 2008 Beijing Olympic Games, when the Chinese team received the medal gown or the English letters out of the limelight, since then 14 years, after 7 winter and summer Olympics, ANTA in the technology, design, brand to pursue, never let the national team wear foreign brands on the Olympic podium.
From foreign hegemony to domestic counter-offensive, in just over a decade, how did ANTA pursue, replace and even surpass the "dominance" of foreign brands?
【Production, education and research are in full swing, and ANTA Technology has moved from domestic substitution to domestic transcendence】
The world's lightest and most breathable short track speed skating race suit;
The strongest anti-cutting technology that reaches 15 times the strength of the steel wire;
The measured results of the steel frame snowmobile far exceeded the Adidas 0.054s...
In the "milliseconds must compete" competitive sports technology, ANTA is representing the national sports brand in more and more fields to surpass international brands to achieve world leadership, and behind these counterattacks, Anta in the scientific research , education & production " trinity of the all-in-one force.
10 years and 3 billion, vigorously invest in research and development + education to build a moat of science and technology
In 2020, ANTA's R&D expenditure was 871 million yuan, surpassing the sum of Li Ning, Xtep and 361°, accounting for 2.5% of the group's marketing costs, ranking first among domestic sports brands. If the timeline is extended to nearly a decade, an ALLA's total R&D investment is more than 3 billion.
In 2005, ANTA took the lead in establishing the earliest and only national sports science laboratory in China, and then successively established five major R&D centers in the world, gathering more than 200 international experts to invest in the core track scientific research layout; at the same time, it also worked with Tsinghua, China Institute of Standardization and other universities to promote basic research, gradually explore the formation of a sustainable talent training mechanism and school-enterprise cooperation model, and continuously promote research with teaching and research to make blood for the industry.
Kevin Garnett measures foot shape at an ANTA Exercise Science Laboratory
At present, ANTA has applied for more than 1,800 national patents, and years of wild smashing research and development and scientific investment have been exchanged for domestic sports equipment to build a scientific and technological moat in some key technologies.
Scientific research empowers production, and constantly creates professional-level civilian explosive models
Review the leading sports equipment launched by ANTA in recent years, including the "3D FLOW" technology system and KT series featuring professional basketball shoes, the A-TRON dynamic system focusing on running, the "Chuang" running shoe series, and the nitrogen technology running shoe series... It should be known that this year,ANGTA's self-developed Chinese steel frame snowmobile race shoes are applied to the nitrogen technology midsole, and the rebound rate is as high as 82.6%.
Running shoes alone, ANTA has been producing a steady stream of explosive models in recent years, and has steadily won the terminal market under the attack of foreign brands.
From the R&D data in the laboratory to the precise intelligent manufacturing in the production workshop, and then to the hot sales and user reputation of the first-line market: ANTA, which takes the road of independent innovation, relies on education and scientific research in the upstream to establish technical barriers, strictly precision production in the midstream engineering manufacturing link, continuous innovation, iterative cycle in months, while boldly designing Chinese elements, leading the aesthetic power of domestic products, and finally establishing brand power and professionalism in the downstream arena and daily, competition and mass market at the same time.
This whole positive cycle model of the trinity of learning- research and production is precisely the fundamental advantage of Anta in just a few decades to empower production with education and scientific research, so that sports science and technology can go to the public, quickly break through the monopoly, fill the gap in China's sports science and technology, and establish a new "ruling force" of national sports brands. And this long-term cumulative advantage is being projected on the high social heat, sales and capital market performance with the help of the current window of explosion.
【The value of the leader is highlighted, and the double-digit growth is opened against the trend】
ANTA's support for the Olympic Games and its insistence on product innovation and development are gaining real recognition from the market, and eventually allowING ANTA to take advantage of the Beijing Winter Olympics to burst brand value in one fell swoop.
At the beginning of 2022, the sporting goods industry made a bad start, and the turnover of Tmall sporting goods fell by 23% year-on-year in February, of which international brands fell by 30%.
At the freezing moment of the industry, the strongest brand IP on the Beijing Winter Olympics reversed the trend and handed over a 35% performance increase: From the opening of the Winter Olympics on February 4 to February 15, ANTA's official flagship store GMV ranked first on the Tmall platform, with 670,000 visitors in the store and a daily increase of 500,000-1.7 million Olympic-related active searches, showing a sharp rise in the downward curve of the industry.
During the Winter Olympic Games, ANTA opened the "brush screen" mode in major social formats, related topics appeared on Weibo hot search 39 times, platforms such as "double micro and one shake" were exposed 12.75 billion times, the total reading volume was 15.75 billion times, and the search and discussion index on mainstream platforms such as Baidu, Douyin, weibo and so on greatly surpassed other sports brands.
The most intuitive and crude embodiment of the winter Olympic effect's boost to the value of ANTA's brand is that in the context of the difficult retail environment and the sluggish stock market, the stock price of ANTA Sports has risen by more than 10%!
A variety of "anti-industry curve" data show that ANTA's long-term scientific and technological and innovation precipitation, is interacting with the pride of the Chinese people during the Winter Olympics and the enthusiasm for ice and snow sports, transforming into a strong brand recognition and support for the mood of domestic products; moreover, this recognition is not only the goodwill and social heat brought about by the increase in brand influence and the sharp rise in market value, but also the real from the podium to hypermarkets and brand stores, from helping the Winter Olympics to empowering civilians, igniting the value-added value of domestic sports leading brands, and also opening an inflection point of double-digit growth.
Although the Beijing Winter Olympics are over, but the enthusiasm of 300 million Chinese ice and snow sports and ice and snow economy has just begun, and the efforts of Chinese sports brands to surpass foreign brands are also like athletes who walk off the podium and return to the training ground.
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