Recently, ANTA Sports Co., Ltd. and the Chinese Olympic Committee formally hand in hand to become the 2009-2012 Chinese Olympic Committee sports apparel partners, the Chinese sports delegation partners. As soon as the news was announced, it immediately drew extensive attention from all parties and brought immediate economic and social effects. The ANZ Sports (02020) listed on the Hong Kong Stock Exchange hit a high and headed high on the following day and continued to rise strongly in a row for several days to 29 Japan hit a record high of 10.2 Hong Kong dollars this round, compared with the closing price of 23 rose 1.35 Hong Kong dollar.
Anta R & D costs accounted for 3% of sales revenue
According to the analysis of experts in the industry, Anta is one of the most successful sports marketing companies in China. Anta still achieved nearly 70% profit growth in the second half of 2008 despite the dismal business conditions. It has maintained its double-digit growth rate this year and has created Sports brand enterprises, "Anta phenomenon." The new sponsor status will provide Anta with a huge platform for other brands to covet in the next four years. The strong brand effect will raise people's awareness of Anta in an all-round way and accelerate its market penetration.
"After the Olympic marketing" extraordinary shot
Anta executives on the signing of the investment silence, but the industry according to the contents of the contract to determine the overall amount should be 9 digits. From the third Asian Indoor Games in September this year, the 2010 Winter Olympics, the 2010 Asian Games, the London Olympics in 2012 ...... The amount of sponsorship is, of course, very impressive.
It is understood that, in addition to 11 major events, the cooperation between the two sides also covers the relevant Olympic promotion activities, which bear the brunt of the "2010 Guangzhou Asian Games China Prize Costume Design Competition", in addition to coaches training, fitness exercise Popularity and so on. Ding Shizhong, chairman and chief executive officer of ANTA Sports Products Co., Ltd., said he hopes to provide more people with professional sports products and services and promote the popularization and development of the nationwide fitness program through large-scale sports marketing activities and thus realize the profitability of the enterprises Maximize and sustainable development.
In fact, Anta dared to "send troops" under the circumstance that private investment is still relatively cautious. It is assured of having 10 years of sports marketing experience and illustrious "exploits". From sponsoring CBA, National Volleyball League, Super Table Tennis, to strategic cooperation with the NBA Rockets, signing Scola, Francis and tennis star Jankovic, ANTA sports marketing industry is getting bigger and bigger. To jointly promote the professional development of tennis in China.
Sustained growth gives birth to "Anta phenomenon"
Conspiracy to engage in sponsorship, first of all depends on the strength. Ding Shizhong told reporters, Anta's strength comes from the rapid accumulation of many years of rapid growth. As a representative professional brand in the Chinese sports market, Anta has ranked No.1 in China's professional sports shoes market share for 8 consecutive years since its "fanatical" marketing.
In the second half of 2008, due to the impact of the global financial crisis, many sports brand enterprises declined in performance and narrowed their fronts to bearish markets. Anta Sports surged against the competition with a profit of nearly 70%. The sports industry called it "Anta Phenomenon" . In March this year, ANTA released the latest earnings report shows that as of the end of 2008, Anta turnover increased 54.8% to 4.63 billion yuan, brand gross margin increased by 6.5 percentage points to 40% increase in profit attributable to shareholders 66 .4% to 848.8 million yuan, earnings per share up 42.3% to 35.94 points.
Into 2009, the growth is continuing, Anta is expected to double-digit orders in the first three quarters, the annual target is to achieve 20% growth.
In order to ensure the sustainable development of the enterprise, Anta gradually transformed itself from a labor-intensive enterprise into a technology-intensive enterprise and increased its input and efforts in independent innovation. In 2005, the company set up the first sports science laboratory in China. So far, it has obtained over 40 national-level patents and introduced a group of international top designers. The company has established offices in China, Japan, South Korea, Italy, the United States, Taiwan and other countries And hundreds of regional design and development team. Last year, Anta's research and development expenses accounted for 3% of sales revenue, and the plan continued to increase steadily.