In recent years, #domestic ##sports#domestic sports equipment has been chased and blocked by international giants #International#, and still achieves impressive results, but also faces more and more tests. Not long ago, ANTA released the "Circular on the Theft of Confidential Information by Song Moupeng, a Retail Manpower of the Group" on the "Clean ANTA" public account. Because the stolen content involves all the personnel of ANTA's retail system, business strategy, training courseware, etc., it is equivalent to taking away anTA's most powerful retail core secrets. In the small editor's point of view, song is likely to be directed by someone behind it, and it is not a sworn enemy of the same industry who cannot do this.
Contents of the "Circular" Image source: Clean Anta screenshot picture
The "Circular" mentioned that Song Moupeng, high commissioner of manpower, stole confidential electronic materials with a total capacity of 95G and prepared to take them away after leaving his job. Taking away these top-secret information is definitely not for their own sake, and the company that wants to get these information is estimated to be Song's next home.
So why are ANTA's retail core secrets targeted? Definitely a tree trick. Founded in 1991, the company started out as a shoemaking workshop in Jinjiang, Fujian Province. However, the company developed very rapidly, and in 1999, the first "sports star + CCTV" model was created in China, and Kong Linghui was invited to endorse. Today, ANTA has become the largest comprehensive sporting goods brand company in China.
Screenshot of the OFFICIAL FILA website
ANTA has few opponents in China, but when the international sports equipment giant Adidas #Adidas # and Nike have successively developed the low-end market, ANTA was forced to transform, and in 2012 it was forced to close more than 3,000 stores a year. With the acquisition of the internationally renowned fashion and sports brand FILA(Feile), ANTA broke into the high-end market, practiced the multi-brand strategy, accelerated the pace of overseas acquisitions, and successively acquired Finnish sports giant Amer Sports and its brands Archaeopteryx, Salomon and Wilson. In the first half of 2021, ANTA Sports' revenue reached 22.8 billion yuan, surpassing Adidas China's 18.298 billion yuan, and the gap with the first place Nike China (27.34 billion yuan) is not large.
Image credit: wind, Yahoo
In fact, it is not only ANTA, but also the development speed of domestic sports brands after the great reshuffle. In the domestic market, ANTA, Li Ning, and Xtep are all speeding up the pace of catching up with Nike, and ANTA is definitely one of the frontrunners, and last year has entered the top five in the international sportswear market revenue.
Thompson in The Splash Brothers is the ANTA sneaker spokesperson/web screenshot
Anta's success depends on the R&D investment it has always insisted on, and the changes and accumulation in retail channels are inevitably coveted by competitors. Although some people continue to suppress and slander domestic brands on the Internet after being bribed, and even offline black hands, this cannot stop the development of domestic brands. Although ANTA needs to continue to work high-end products to become an internationally renowned brand, it seems that at present, the layout of the ANTA brand and the effect of celebrity endorsement #Klay Thompson # are becoming more and more obvious, and a breakthrough is just around the corner.