Q&A

What is Anta's strategy to stand out from other brands in the field of basketball footwear and apparel?

The key to our brand promotion is to host events that can engage our target customers and that spread basketball culture to the public. Students and fresh graduates are the main consumers for basketball products, so we try to boost our sales by organizing activities for them, such as AUBA and 'Shock the Game'. We hope to enhance the connectivity between Anta and young basketball fans.

Anta has acquired several foreign sportswear brands such as Fila, Descente and Kolon Sport. Why?

We adopt the multi-brand strategy to cover different segments of the sportswear market. Fila is targeted at consumers of high-end sportswear; Kolon is for outdoor sports lovers, like hikers; Descente is strong in winter sports.

The 2022 Winter Olympics to be hosted by Beijing is expected to give a big boost to winter sports in China. How does Anta plan to capitalize on this?

Back in 2014, Anta signed a partnership with bidding committee of Beijing for the 2022 Games. And we are also a partner of the Winter Sports Center of the State General Administration of Sport. We will be the apparel sponsor for 13 national teams in events such as short-track speed skating, figure skating and aerial freestyle skiing from 2018 to 2022. We are ready to showcase our designs to the world.

As the country's first sportswear brand making over 10 billion yuan ($1.47 billion) in annual revenues, Anta has set a goal to take that to 100 billion yuan. How can that be achieved?

On one hand, we will continue to focus on designing and producing footwear and apparel. This is our sole focus. We won't venture into other areas of the sports industry, like media, in order to avoid distraction. Instead, we will carry on our multi-brand strategy to cover more segments of the market.