[Picture] History Of Anta's Brand Building

Who is the boss of Anta? Anta is the pioneer of Chinese sports science. Anta's tireless pursuit of innovation in science and technology, Anta has won a number of national patents, and has become one of the makers of sporting goods industry standards. While enhancing its strength and brand value, Anta is willing to shoulder the social responsibility to repay the society. Who is the boss of Anta? Let's introduce the history of his brand creation.

　　 Anta boss's past look back

In 1970, in an ordinary coastal town in Fujian Province, Chen Dai, Ding Zhizhong, a 16 year old ordinary boy. His biggest wish is to go to the capital Beijing. Ding Zhizhong rented a counter at the shoe store, the big shoe city. 600 pairs of shoes were sold out quickly. After his subtle observation and experience, he returned home with his father and brothers to create the "Anta" brand. Today, Anta has the highest market share for three consecutive years, and sportswear takes the first place.

　 Anta's own brand

Ding Zhizhong returned to Jinjiang to start Anta. At that time, shoemaking enterprises in Jinjiang were basically processing foreign brands, and overseas orders were considerable. But Ding Zhizhong urged himself to enter the domestic market and put forward his own responsibility for sales to ensure that he could get enough orders. His family members agreed that he would be deputy general manager. In 1992, Anta already had a certain scale. A businessman in Shanxi saw Anta sell well in Beijing and took the initiative to find Ding Zhizhong as the general agent in Shanxi. Ding Zhizhong, the boss of Anta, told him to take 50 boxes of goods first. After three days, he sold out his shoes. In fact, before that, Ding Zhizhong was considering the franchise mode. He believes that Anta shoes can be successful in Beijing and will succeed in other cities. After some investigation, he suggested that the agent in Shanxi should invest 3 million in a year, sell 100 thousand pairs of Anta shoes, the agent agreed, and sold 600 thousand pairs of Anta sneakers in Shanxi a year later. In this way, Anta boss Ding Zhizhong began to explore the distribution channels of the domestic market. By the end of 1998, Anta had set up nearly 2000 franchise points in all major cities in the country.

　　 Anta boss's corporate culture

Beginning in 2003, "Anta" embarked on the road of professional sports brand building -- combining with professional sports to create brand. With the input of middle school students and college basketball matches, especially to CBA, Anta's professional image is becoming clearer and its brand connotation has also been improved. Ding Zhizhong said that Anta is to publicize individuality and advocate self expression through sports, so the core of Anta's brand culture is the spirit of modern sports. Anta and Nike did not go the same way. Nike pursued sports, and appeared in some sports categories and sports events, and Anta appeared more often in the form of sport and leisure. Anta does not want to be China's Nike, but to be China's Anta and Anta of the world. It is by setting up a distinct personality to become the "Anta that China and the world enjoy."