Wu Donghua: How Can Anta Become The First Line Brand In The World?

For many years "

In 2010, Li Ning Co earned 9 billion 479 million yuan, and in 2011, it was expected to drop 5% to 9 billion yuan.

Anta, another sports brand, had a turnover of 7 billion 410 million yuan in 2010 and an increase of 28.9% yuan to 4 billion 450 million yuan in the first half of 2011. According to this growth rate, the whole year is about 9 billion 500 million yuan, and Anta will surpass Lining.

In my view, Anta is mainly faced with two or three tier cities, less affected by international sports brands, and the impact of Lining brand in the first tier cities is deeper than that.

In addition, Anta brand also wants to build its own high-end brand, and use FILAF brand to take a firm foothold in the first tier cities.

As of the end of June 2011, AFIL opened nearly 200 stores in the second tier cities nationwide, with the goal of opening 300 stores throughout the year.

Obviously, Lining was defeated by the second tier cities, and Anta was rushing to a second tier city.

Lining brand is positively impacted by multinational brands, and Anta brand is hiding in the two or three line cities to avoid the positive impact of pnational brands.

Now we are fighting for a second tier city.

It also tells us that the size of an enterprise is not a problem. It will change along with the environmental changes. The key lies in whether or not to pace the pace of international economic trend.

In the first half of 2009, I thought that the price adjustment of luxury goods in the United States would impact the global second-class brand, which would impact the world's major luxury brands.

The way out for these second-line brands is to go downwards, such as developing products in the middle and lower levels, developing to the two or three tier cities, leaving the first tier cities to retreat, but this is just a performance, but it is not conducive to the brand. So, I propose that the second line brand development should be biased towards the first tier cities.

The growth of Anta's performance this year and the use of FILA to develop a high-end market to a second tier city, Anta's strategy is in line with my strategic proposals.

So, Anta won, and Lining's Strategy Department met my strategic suggestion and was defeated.

In addition, Lining's brand may overestimate Lining's personal influence.

I believe that in the face of international brands, Lining's aura is eclipsed, and that can only be a defeat.

In my opinion, Anta still needs to move forward to a new level. Instead of taking profit as the goal, it focuses on quality first, pricing first, advertising first and cultural connotation first. Through the advertising marketing of strong varieties, the price of existing products can be further increased by more than 15%.

In addition, Anta has advanced the brand through cultural derivative products, and sold products to the pition of patent rights, leaving Lining brand to the top. This is the ultimate path for Anta brand to go.

The question is, is Anta able to take this step? Can Anta's talents keep up with this trend? Or Anta reserves such talents? Or is the world economy changing rapidly? How can Anta avoid the positive impact of the two recession of the global economy?

Therefore, there are still a few hurdles for Anta to truly globalized.

In my submission.

It is possible for Anta to change its face.

It is the two time to change its face to launch its own top brand products and keep a firm footing. It has been the three time that it has changed its face to develop the use of cultural derivatives to promote the sale of top brand products and sell patents.

How to copy to the world and achieve success is the only fourth change.

It can be seen that Anta's internationalization journey is still very long, and it is possible to obstruct the summit at any time. The key is whether to reserve talents or not, and whether to reserve research experts such as global economy, global brand, global luxury goods and so on.

If Anta can do this well, it will not exclude the possibility of becoming the world's first-line brand.