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"Anta Speed" Creates The Legend Of Chinese Sporting Goods Enterprises

2011/12/28 11:34:00 22

"Anta Speed" Creates Sporting Goods Legend

Starting from 500 thousand yuan to the year

Sales volume

It reached 200 million yuan, Anta spent 10 years, annual sales from 200 million yuan to nearly 10 billion yuan, Anta also spent 10 years.

In 20 years, Anta has achieved a legend. "Anta speed" has also been interpreted frequently.

The rapid growth of Anta stems from

Reform and Opening-up

The era background also stems from the rapid development of Chinese sports.

But with the background of the times and the development of the sports industry in China, not all enterprises can benefit from it.

No matter how the outside world is appraising, "sports stars plus TV commercials"

Marketing

By establishing scientific laboratories, increasing the technological content of sports shoes and strengthening the brand reputation of the Chinese Olympic Committee through the establishment of a scientific laboratory, Anta has become more closely associated with Chinese sports in many sporting goods enterprises, and of course, it has the most benefit.

How to evaluate Anta's marketing strategy and development orientation? The rapid growth of sales and the rapid expansion of enterprise scale are naturally persuasive.

But for a highly ambitious national sporting goods enterprise, we should see the all-round disparity with the internationally famous sports brands. We should also consider moving steadily towards the world on the basis of fully meeting the domestic consumption demand.

To build an internationally famous sports brand and make Chinese sporting goods sell well all over the world, this is not an impossible task for Chinese sporting goods enterprises starting from the masses, but it will not be the main direction in the short term.

Chinese sporting goods enterprises are not lack of the first pilot in the development of pformation and internationalization. Unfortunately, this attempt is still a disappointing news to the industry.

What kind of Chinese sports are there?

China's sports industry has developed rapidly for more than thirty years. The rapid development of China's sporting goods industry is not longer than this period. The rapid development of China's sports is not balanced development. After twenty or thirty years of golden development, China's sporting goods industry is stepping into the bottleneck of phased development.

How to turn from rapid development to sustainable development is a challenge that Chinese sports and Chinese sporting goods industry will face for a long time to come.

20 years ago, the Chinese sporting goods enterprises represented by Anta opened a dream and created a legend with courage and passion. Today, the sporting goods industry of China wants to open up new dreams and create new legends in the face of more arduous challenges. Careful analysis and scientific determination are important, and courage and passion are equally indispensable.