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  Brand Management
Riding on our strong sports resources and quality sportswear products, ANTA Sports has been enjoying leading brand desirability and recognition in China. The Group strategically focuses on sponsoring elite athletes, popular sports leagues and influential sports associations. These sponsorships strengthen our professional image in the performance-based sportswear market and enhance our brand and product differentiation.
Brand and Product Portfolio

Improvement in living standards and nationwide popularity of sports in China facilitate consumer demand for sportswear with diversified functionality and design. The retail market and consumer preferences in China have also experienced rapid changes which have created different distribution channels. To encourage our growth in various market segments, we always focus on the sportswear market and we adopt multi-brand and omni-channel strategies to capture opportunities in the mass to high-end markets and key retail channels in China. Our well-defined brand portfolio model has not only helped us defend against market uncertainties, but also enhanced our competitiveness to achieve sustainable development in the long run.

Mass Market

The ongoing urbanisation has boosted the population size of the mass market in urban areas and it is generally believed that the mass market has the fastest growth in the consumer sector. Established brands in the mass market are likely to deliver stable growth during an economic slowdown. Nonetheless, mass market consumers are relatively more price-sensitive compared to high-end consumers and they shop for brands that offer them the best quality at an affordable price. Since 1991, ANTA has focused on providing the best valuefor-money functional sportswear to mass market consumers. ANTA has become one of the leaders in performance sports footwear, apparel and accessories in China, with a strong presence in running, basketball and cross-training products, as these sports are the most popular among mass market consumers. In 2014, ANTA became the official marketing partner of NBA China and licensee of the NBA, in which we can use the NBA logo as well as logos of the current 30 NBA teams, NBA’s legendary teams logos and NBA events logos on our basketball shoes and accessories. In 2015, ANTA kicked off its soccer strategy and value-formoney soccer gear to tap the demand in the soccer market. Leveraging our value-formoney professional sportswear products, ANTA has established nationwide distribution networks with a definitive advantage in the second and third tier cities. To match the shopping behavior of our targeted consumers, most of the ANTA stores are operated in the street-on-street format.

The children’s sportswear market has experienced rapid growth in the past few years and the momentum is expected to remain strong, supported by the relaxation of the one-child policy. In view of the promising opportunities in this market, ANTA introduced ANTA Kids sportswear series in 2008, which was the first domestic sportswear brand to offer protective sportswear products for kids. This series targets children aged 3 to 14 in the mass market with products that offer value-for-money and comfort.

High-end Market

While the growth in the mass market is expected to remain intensive, there are numerous opportunities in the high-end market as well. The preferences of high-end consumers tend to be more sophisticated and they demand products that are more personalised. The Fila business in the PRC represents good opportunities for us to capture the potential of high-end sportswear market. As a global sportswear brand with over 100 years of history, the unique combination of stylish and sporty image from FILA has gained awareness among the Chinese high-end consumers. FILA also has cross-over cooperation with world-renowned designers to bring differentiated sports fashion experiences to the consumers. Echoing FILA’s high-end positioning, FILA stores are located only in first tier and some major second tier cities, with more stores in shopping malls and department stores.

In 2015, FILA also launched FILA KIDS to target the kids segment in the high-end market. The FILA KIDS collection adheres to the heritage and unique image of FILA and has gained awareness among the high-end market.

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