The 618 promotion that lasted for more than half a month has finally come to an end. Judging from the data released by Tmall, sales in many industries have increased significantly based on previous years.
However, in the sports shoes and apparel category, the two foreign giants, Nike and Adidas, have experienced sharp declines, with both decline rates approaching 30%. In stark contrast, the performance of Chinese sports brands is outstanding. Among them, Anta (2020.HK) sales increased by more than 50% year-on-year during Tmall 618 (June 1-June 18), with sales exceeding 5 billion, becoming a brand sample for the rise of domestic products.
An important reason why Anta has achieved such outstanding results is that with the large-scale vaccination of the domestic new crown vaccine, people’s panic about the epidemic has gradually The demand for outdoor sports has increased significantly compared with last year. Benefiting from this, the consumer demand for sports products has become increasingly strong.
From the data released by Tmall 618 this year, it is not difficult to find that although they currently rank fifth in the sports shoes and clothing category, the year-on-year sales of Nike and Adidas are both There has been a significant decline.
In contrast, the domestic camp represented by Anta has grown rapidly. The growth rates of Anta in sports shoes and apparel have reached 61% and 26% respectively, further leading the domestic brand competition. More markets. Judging from the overall sales of sports shoes and clothing, Anta’s sales increased by 50%, approaching the 600 million yuan mark, surpassing the second place Li Ning’s sales by more than 60 million yuan.
It can be seen that Chinese sports brands led by Anta are rapidly narrowing the gap with foreign sports brands represented by Nike and Adidas. It is obvious that the Xinjiang cotton incident that occurred earlier this year is still affecting the purchasing choices of domestic consumers, and the trend of national consumption towards national brands has become increasingly obvious.
As the leading sports brand in China, Anta can be said to have firmly seized this opportunity. After the Xinjiang cotton incident, Anta first signed a contract with super-popular idol Wang Yibo. After signing the contract, Wang Yibo became Anta’s global “chief” spokesperson. As for this cooperation, the outside world can be said to be extremely optimistic. There are even comment articles on the Internet saying “Wang Yibo + Anta = everyone is rushing to buy it”.
In addition to signing top stars and increasing marketing investment, Anta also attaches great importance to cultivating “internal strength”, constantly breaking through itself in terms of product scientific research strength and design, and has achieved great results. Brilliant results. At present, Anta has R&D centers in five places around the world and holds more than 1,400 product patents. It has entered the world’s first camp in the field of professional sports.
Based on Anta’s “both internal and external”, more and more Chinese consumers have begun to purchase and wear Anta’s products. Rong, this is also directly reflected in the data of this Tmall 618 promotion.
Anta’s other major benefit is that it has cooperated with the Chinese Olympic Committee for 16 consecutive years at the Tokyo Olympics, which opened on July 23, and provided services to China. ANTA, which has built Olympic equipment for 28 participating teams, will not only continue to provide award-winning uniforms for the Chinese Olympic Corps, but will also continue to create high-level Olympic equipment for the Chinese participating teams, using sports technology to help athletes improve their sports performance.
We have every reason to expect that when the time enters the Olympic Games, Anta will usher in another highlight moment. By then, Anta will surely attract the attention of more mainstream young groups at home and abroad. eyeball. </p
