In Pyeongchang, Anta “plays snow†from the junior road.
At the opening ceremony of the 9th PyeongChang Winter Olympics, after the athletes' entry ceremony was over, IOC President Bach performed a five-to-forty second speech under the gaze of the world. He wears a black down jacket, his left chest is a symbol of the Olympic rings, and his right arm is the same striking logo.
On the 6th, in Donghae City, Gangwon-do, South Korea, as an important representative of China's sports brand, Chairman and CEO of Anta Group Ding Shizhong held the 2018 Pyeongchang Winter Olympic Torch and completed the second Olympic torch relay in his life.
Looking at the structure of the sports industry, the opening of the Pyeongchang Winter Olympics means that the “East Asian Time†of the world’s Olympics will be open for six years. The 2020 Tokyo Olympics and the 2022 Beijing-Zhangjiakou Winter Olympics will be held in East Asia. .
There is no time difference in prime time, which makes the Olympic Games attractive to domestic sportswear manufacturing companies have been blessed with favorable conditions. Anta seems to have seized the opportunity.
In fact, Anta has an early layout in the field of ice and snow. Because winter sports are also considered by Anta as a breakthrough point to enhance their competitiveness.
In 2010, Anta reached strategic cooperation with the National Sports General Administration Winter Sports Management Center. In August 2014, ANTA took the lead in signing the contract to become the 2022 Olympic Winter Games Committee's support company. On April 19 last year, ANTA had become a sports apparel sponsor of 13 national sports teams, including short track speed skating teams and figure skating teams under the Winter Sports Management Center of the State Sports General Administration. The cooperation period also includes the importance of the Beijing Olympic Winter Games. time frame.
In the past eight years, Anta's operating income and net profit have been far ahead of similar domestic brands. The market value exceeded 100 billion Hong Kong dollars in January this year. The label on Anta has already jumped out of Fujian and has emerged from China as an outstanding representative of domestic sports brands in the international market.
This also made Anta, who would not actively provoke globalization problems in the past, began to show clearer ideas. Ding Shizhong repeatedly said in the near future: “In the past we talked about many ideals of globalization. In 2018, we must actively practice and realize globalization of strategic layout.â€
The Pyeongchang Winter Olympics may become a springboard for Anta to move toward globalization. Previously, Anta set a goal of achieving 100 billion yuan of water for the whole year by 2025, and the ice and snow sports will occupy an 8% to 10% share as an important part of its revenue. In 2016, Anta acquired Dicent, a well-known snow and ice equipment brand, and it was one of the major layouts of its ice and snow business.
Of course, the stage of Pyeongchang is not Anta's "one-man show." Anta's constant increase in the ice and snow industry has also driven domestic chasers to take a step.
At this Winter Olympics, Peak sponsored delegations from Brazil, Slovenia, New Zealand, Iceland, Ukraine and Romania; 361 Degree’s Nordic sports brand one way sport sponsored China’s single parallel, biathlon, and off-road. The professional equipment of the four national teams such as the ski and freestyle double-plate U-shaped venues; Li Ning won the Canadian short track speed skating team...
In the context of Beijing's preparations for the 2022 Winter Olympics, favorable policies such as the “National Mass Ice and Snow Season†and “Drive 300 Million People to Participate in Snow and Ice Movement†are being launched. The mass ice and snow sports industry is becoming a new outlet for the sports industry. It is estimated that by 2025, the overall size of the Chinese ice and snow industry will reach 1 trillion yuan, equivalent to one-fifth of the overall size of the Chinese sports industry.
Who can seize the better opportunities, perhaps in the cycle from Pyeongchang to Beijing will see.
Source: Fujian Daily
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