Anta: The Core Technology To Create Their Own Brand As A Lifeline

Strengthen the competitiveness of the brand in operation

, Anta is a very persuasive case. As the leader in one of the sports brand, Anta Group established a brand development, they then create their own core technology as the lifeblood of the brand. Anta Group President Ding Zhizhong told this writer, "Anta" brand high-speed development in recent years mainly due to constant technical innovation and brand marketing innovation.

"Anta Science Lab" is the leading research institutions in the field sports, with core ball test machine, shoe tread friction test machine, folding machine and other advanced scientific testing equipment. I see here, testers ran as long as the professional track, in the plantar pressure tester, foot scanner, high-speed camera equipment testing, immediately get a "Anta Sports Science laboratory test reports." "This test report may explain the reasons for leg injuries, and guide you how to choose the best suited to their shoes." Ding Zhizhong said that this is the Anta Group to implement the outstanding achievements of independent innovation, the current lab has contributed to Anta more than 41 national patents.

Meanwhile, Anta ongoing brand marketing model innovation. ANTA 2009, the Chinese Olympic Committee work, won the next four years, including the Asian Games, Olympic Games, including all 11 major events of the prize the International Olympic sponsorship services. "Anta's brand marketing has moved from simple advertising to events marketing, promotion, development." Relevant information, Anta Group first half of 2009 turnover increased by 27.7% to reach 2.82 billion yuan, gross margin reached 41.5%.

Innovation is often a collective innovation of individual opportunity. Anta successful cases of the footwear enterprises in Jinjiang played an exemplary role, is committed to industrial transformation and upgrading of the Jinjiang footwear business continued to strengthen technological innovation, personality development of the product. Currently in Jinjiang, like Jordan, 361 degree business enterprises will own brand of innovation and brand influence closely together, using technology to enhance value-added products. Jinjiang there are nearly 300 enterprises set up R & D organization, more than 40 companies and research institutions have been identified as provincial-level enterprise technology center.

Anta: The Core Technology To Create Their Own Brand As A Lifeline

By: weihua

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