Anta's Never Ending Acquisition Of AMF Is Just The Beginning.

In April 16, 2019, Ding Shizhong, chairman of Anta group, sent a circle of friends and announced that he was chairman of the board of directors of amamin sports, which represented the formal establishment of the new board of directors of amamin.

According to the new announcement, Anta acquired 98.11% of amamin sports.

Compared to 94.98% that has been acquired in March 12, 2019, the proportion of Anta has increased further.

Anta's first innovation is to set up a brand wholesale mode, give distributors permission to sell Anta brand products in designated areas, and distributors also promise not to sell other brand products.

Anta provides seasonal products to distributors through early seasonal ordering.

During the Asian financial crisis in 1997, many OEM shoe manufacturers in Jinjiang went bankrupt, and Anta had survived because of its own brand sales network.

With the pition from the production of single sports shoes to the production of many kinds of sporting goods, Anta also tried the terminal mode of Anta, that is, to build its own sporting goods store.

In 1999, Anta made a profit of several million yuan a year.

This year, Ding Shizhong proposed to seize the historic opportunity to promote "Olympic marketing" to shape the company's brand.

He decided to invest in all the profits of the company and put an advertisement in CCTV5 during the 2000 Sydney Olympics. The slogan is "I choose, I like".

With the international influence of the Olympic Games, Anta has been popular all over the world, with sales breaking 300 million.

Since then, Anta has entered the first continuous high growth period. Its brand marketing mode of "sports star + CCTV advertising" has been widely imitated. CCTV5 advertising time has poured into many Jinjiang sports brands and become the "Jinjiang phenomenon".

From the Sydney Olympic Games to the Beijing Olympic Games, it is the golden age of sports industry's whole industry growth.

Foreign brands and Chinese brands are growing.

Because of sponsoring a large number of sports teams, Anta is known as the "China Sports League engine", and its growth rate is even better.

In 2007, Anta sports was listed in Hongkong.

After the Beijing Olympic Games, the entire sporting goods industry was overheated, overcapacity and overstock.

Before and after 2011, Anta's performance declined for more than two years.

Through retail pformation and multi brand development, Anta is thrived in China's sporting goods market.

The ability to create such a powerful localization is behind Anta's execution and innovation spirit.

In terms of innovation, Anta has always had a strong sense of crisis.

Over the past ten years, Anta's competitiveness has been controlled by channels.

"Enter Anta children's brand center