Can Anta Seize The Opportunity Of Ice And Snow Business?

More and more Chinese middle-class people are interested in ice and snow sports.

With the help of the Winter Olympic Games, the ice and snow project will become a new growth point.

According to the world clothing shoes and hats net, in September 28th, Anta announced to become Beijing in 2022.

And the Paralympic Games official sportswear partner.

The highest level of sponsorship in the 2022 Beijing Winter Olympics.

The Olympic Games have always been

An effective channel to enhance brand power.

Whether it is an international brand of Nike, Adidas, or local brand Anta, Lining, etc., it has sponsored Olympic Games or sports delegations, athletes and individuals to participate in it.

Over the past 8 years, Anta has cooperated with the Chinese Olympic Committee through two Olympic cycles in London and Rio. After signing the contract, Anta will become the first Chinese sporting goods brand to sponsor local Olympic events. This is also Anta's four Olympic cycle to become a partner of the Chinese Olympic Committee.

While Anta is sponsoring the Winter Olympics, another intention is probably the latest ice and snow business.

In the 10th anniversary celebration of Anta's listing in July this year, Anta announced its 2020 target: Group sales and annual compound annual growth rate of 15-20%, sales volume, footwear sales target reached 100 million pairs, clothing sales target of more than 130 million.

According to Anta's 2016 sales of footwear 50 million double, which means three years to create a Anta.

In order to solve the limited growth of the main brand, Anta launched the "multi brand" strategy.

But the main brand Anta is huge, though it is facing challenges, but even small growth will be huge.

Anta still needs to give the main brand more room for development.

Ice and snow projects may be the next growth point.

Basketball, running and football have always been the biggest markets in the market, and they are also the most developed projects. Ice and snow are still niche projects, but they contain business opportunities.

According to the National Ice Snow Sports Development Plan (2016-2025 years), it is estimated that by 2025, about 300 million Chinese will take part in some form of winter sports. The Winter Olympic Games will involve more than 300 billion yuan of income from other related industries driven by ice and snow sports, which is ten times the current level.

The growth of ski resorts has verified this. In 2010, there were 270 ski resorts in China, and more than 500 by 2015.

The plan also proposes that the ice and snow sports should be included in the winter sports teaching contents in primary and secondary schools in the northern region with conditional conditions. The National Snow and Ice Sports School of primary and secondary schools is expected to reach 2000 in 2020.

Sports classes in some primary and secondary schools in Beijing have begun teaching such sports.

More and more parents send their children to ice hockey, skiing, skating and other training courses.

Whether it is the improvement of venues or the strategy from baby, it confirms the opening of ice and snow business.

Accompanied by the market of ice and snow sports equipment.

Anta said it will "provide cost-effective ice and snow equipment to meet the needs of different levels of ice and snow products and reduce their participation threshold".

In November this year, Anta will officially launch ski equipment. In 2018, a more complete ice and snow strategy will be developed to cover ice and snow sports.

On the equipment, Anta is facing the masses, while Desanto is facing the high-end crowd.

Anta joined the Japanese brand DESCENTE in 2016 to set up a company that is responsible for the operation of DESCENTE brand in China.

DESCENTE has a history of more than 80 years and is an outdoor skiing product.

At present, it has 21 stores and is located in the top shopping center of the core city.

It is expected that the balance of payments will be achieved in 2018.

Of course, Anta is not only interested in ice and snow business.

According to the news, Anta, Lining and 31st degree were all bidding for this winter Olympic Games in Beijing.

However, at the present time, we are basically at the starting stage whether from the ice sports participants or the local sports brand input.

Since its cooperation with the Chinese Olympic Committee in 2009, Anta's sales have increased from 40 to 13 billion 300 million in 2016. This will continue to cooperate with the Winter Olympic Games. Can Anta seize the opportunity of ice and snow business?

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