Anta Group’s Five Important Decisions Over The Past 30 Years and A New 10-year Strategic Plan

On 18 December, Anta Group held a press conference at its Jinjiang headquarter to announce its new 10-year-strategic plan and sustainable development strategy over the next 10 years while summarizing its past 30 years.

Five important strategic decisions over the past 30 years

1. Pricey endorsement of Linghui KONG

Prior to 2000, the group signed a pricey endorsement contract with table tennis athlete Linghui KONG and advertised on China Media Group, China’s Central Radio and Television Station. At the Sydney Olympics in 2000, Linghui KONG won the men’s singles Championship and realized a Grand Slam. This Olympic marketing made Anta known to the whole country.

2. Transformation and going public

In 2007, Anta successfully went public at Hong Kong Exchanges and Clearing Limited.

3. Partnership with Olympics

Since 2009, Anta has partnered with the Chinese Olympic Committee for 8 times in a row, investing over 3 billion yuan in research and development.

In September 2017, Anta became the official sportswear partner of the Beijing 2022 Winter Olympic Games and Winter Paralympic Games. In October 2019, Anta became the first Chinese sports brand that had ever partnered with the International Olympic Committee, serving as the official supplier of sportswear of the International Olympic Committee until the end of 2022.

4. Took over FILA and embarked on the multi-brand path

In 2009, Anta took over FILA and adopted the DTC business model.

According to the mid-term performance report of 2021, FILA’s earnings in the first half of the year had exceeded that of Li-Ning, Xtep, 361°and other sports brands.

5. Took over Amer Sports and went global

In 2019, Anta started its global strategy. In March, a consortium formed by Anta and other investors took over Amer Sports.

Strategy over the next 10 years

The Group has announced that its new vision over the next 10 years is “to become a leading multi-brand sports product group in the world,” and strive to become China’s number one in terms of market share by 2025 and try to realize a global leading position by 2030.

• Anta: to continue focusing on the idea of “Building a positive brand on the basis of professional service and quality products,” consolidating its leader position among China’s sports brands and accelerating its development across the global market.
• FILA, DESCENTE and KOLON SPORT: to build its Chinese market a benchmark for other markets worldwide by 2030.
• Amer Sports: to strengthen its development in the Chinese market, North American market and European market; at the same time, to realize revenue of one billion euros for Arc’teryx, Salomon, and Wilson’s Chinese market and DTC model, respectively by 2025.

By 2030, Anta Group will accumulatively invest a total of over 20 billion yuan to motivate independent innovation, research and development, and to support “innovated in China” in reaching a leading global position.

In terms of sustainable development, Anta Group has been disclosing its ESG reports for 6 years in a row and is planning to realize its general goal of carbon neutrality by 2050, zero landfill for Anta-produced wastes by 2030, zero use of plastics produced by existing operating facilities and zero carbon emission and increasing the proportion of sustainable products to 50%.

In addition, Anta Group has also announced that the founder family of the Group will invest more cash and stocks worth 10 billion yuan to set up the “Hemin Foundation,” engaging in projects of public interest in four major fields, including medical assistance, sports, rural revitalization and environmental protection.

| Photo Credit: Anta

| Writer: Jiaqi Wang