Basketball Strategy Helps Anta Successfully Occupy Chinese Fans Market

Anta long line layout pre swallow 300 million fans market to complete the three step layup

With the great efforts to develop sports industry, China sport industry It has entered a new stage of development. China's sports industry has great potential and bright prospects. According to statistics, there are more than 300 million basketball fans in China. Such a huge market is a great temptation to any brand. As a sports brand, Anta has long taken a fancy to this tempting cheese. The chairman and CEO Ding Shizhong of Anta board put up a speech at Anta's signing of NBA, "Anta should become the first brand in the Chinese basketball market in three years". Since then, Anta has stepped up its pace. Under the background of the weakness of other local brands, Anta now has the momentum of attracting 300 million fans.

All along, Anta and basketball are hard to give up. In 2004, Anta worked with the Chinese men's basketball professional league for the first time and became a strategic partner of CBA. The cooperation between the two sides lasted for 7 years. The cooperation with CBA has greatly enhanced Anta's brand awareness and influence. During this period, Anta's turnover increased from 310 million to 8 billion 900 million. In 2013, Anta launched the concept of "strength and priceless" basketball and walked "national". Gym shoes "The route launched 399 and 499 signage boots endorsed by NBA superstars such as Kevin Garnett, Rajon Rondo and so on, which won the reputation and business double harvest in the market. In October 2014, Anta announced that it became the NBA China partner, and NBA trademark authorized China sports brand for the first time. Anta launched a full range of Anta -NBA joint brand. Gym shoes And sports accessories. Anta has completed its three step layup in the basketball sector.

At the beginning of 2015, after signing NBA, Anta launched a heavy blow again, and recruited Clay Thompson. Through the cooperation with NBA and players, we will continue to promote the rapid growth of basketball business. In 2014, Anta sold more than 3 million pairs. Basketball shoes The sales volume increased by nearly 40%, and the sales volume increased by nearly 30%, of which NBA accounted for 26%. In 2015, the development of Anta basketball business was more rapid. In the second quarter of 2015, the number of basketball categories at the order meeting increased by 115% compared with that in 2014.

"Thompson is an important support for consolidating Anta's cooperation with NBA. Anta's priceless force has 5 NBA superstars, but Anta will not meet the number of existing signing stars, and will find opportunities to acquire more NBA star resources." Xu Yang revealed that by the end of 2015, Thompson's exclusive signature sneakers and a series of NBA licensed products will be launched.

In 2014, Anta's basketball strategy has achieved initial success. In 2015, with the help of a NBA champion, the perfect period has been achieved. We will wait and see what will happen in 2016 and when the three year contract expires. Let us wait and see whether the pledge to become the first brand in the Chinese basketball market can be realized.