【Company Information】Anta Released London Olympic Strategy

　　On May 17th, the 30th China Sport Show was held in Beijing International Exhibition Center. At China Sport Show, Anta held the release ceremony of Chinese Olympic podium wear and its Olympic strategy with the theme of Chinese Dragons Compete in London together with Chinese Olympic Delegation. Ms. Xiao Min, Assistant Minister of General Administration of Sport of China, former Olympic Champions Xu Haifeng and Guo Jingjing were present at the ceremony.

　　As the partner of Chinese Olympic Committee, Anta not only showed the podium wear of Chinese Olympic Delegation, but also uncovered the theme of the podium wear, which meant that Anta launched its 2012 Olympic Strategy.

　　Champion Dragon Outfit Seized the Market Opportunities

　　Chinese people had high hopes on the 2012 London Olympic Games, so the release ceremony would help Anta to seize the market opportunities.

　　Dragon is China’s totem, so Chinese people have special feelings for dragons. As a Chinese brand, Anta designed the podium wear with the concept of dragon. On one hand, Anta met Chinese people’s psychology. On the other hand, Anta would strengthen its brand image with the podium wear.

　　It was said that it had taken Anta 16 months to design the podium wear, which showed Anta’s innovation capability. First, Anta used the environment-friendly recyclable materials to make the podium wear. Second, the podium wear had good permeability and laser punching. This meant that Chinese brands had improved the scientific contents of their products and strengthened their brand images.

　　Olympic Marketing Improved the Brand Value

　　Anta Group President Mr. Ding Shizhong said, “The London Olympic Games is not only a challenge but also an opportunity. We hope that Anta outfit can help Chinese delegation to compete in Olympic events and show Chinese brands’ power.”

　　During the Olympic Games, Anta would cooperate closely with China Home of Chinese Olympic Committee, through which Anta brand would be promoted quickly around the world. Anta would combine marketing, products and markets with Olympic spirits, and cooperate with CCTV and international and domestic famous brands, in order to get win-win situation.

　　Olympic Strategy Promoted the Development of Sport Industry

　　Anta’s Four Innovations principle improved the strength of the enterprise and kept its lead in the industry.

　　In the aspect of strategy, Anta was known as providing professional products with excellent quality and reasonable price, so Anta established the vertical business mode and quick feedback control system with the complete industry train.

　　In the aspect of brand, Anta put its success to the positioning of its brands, from Keep Moving to COC partner. This laid a solid foundation for its brand strategy.

　　In the aspect of scientific technology, Anta paid much attention to innovations. The investment in innovation research was no less than 3% of its annual income. Anta’s scientific sport lab was designated state-level enterprise technical center by National Development and Reform Commission of China. This was the first one in Chinese sporting goods industry.

　　In the aspect of management, Anta paid much attention to the principle of matching. Anta improved the efficiency in strategic and organizational structure, supplier and business requests, distributor and performance, and team and business requests. In this way, Anta optimized the organization structure and improved brand strength.