Just doing it — full steam ahead with M&A deals
ment making, which is dominated by Western brands,” he said, adding that the acquired brands are expected to contribute more than 30 percent to Anta’s total sales by 2020.
To increase its brand awareness, Anta and the National Basketball Association of the United States reached a multiyear partnership in 2014, through which Anta has launched a complete line of Anta and NBA co-branded league- and team-identified footwear and accessories.
The company also invited a group of NBA stars to endorse its own brand Anta. And it also provided uniforms and equipment to Chinese national teams for the 2016 Rio Olympics.
Zhu Zhenxin, a researcher with Minsheng Securities in Beijing, said that at present, the gap between the Chinese and overseas athletics apparel brands in the low-end and middle-end products is very small. But for the sports industry that underlines high technology, it is right for local brands to expand more into the high-end market.
Ding said Anta is now busily making global plans. It has established research centers in the United States, eastern Europe and the Middle East. It also sells through distributors on a larger scale.
“In the past, I could never imagine that China’s sneakers could be priced $120 for each pair in the US and sell well, just like Nike does,” he said. “But now, we’ve more confidence and are more prepared to embrace the global market.”
Contact the writers at chengyingqun@ chinadaily.com.cn