Analysis: 500 Million People Can'T Afford Anta Sports Shoes.

The Chinese market is so large that there are at least 500 million people who can't afford Anta sports shoes at present. Therefore, further expansion of the domestic market is still our biggest goal in the next few years.

In October 17th, when Steve Francis of Houston rockets NBA signed a press conference on Anta, asked whether Anta would focus on the foreign market, the chairman and CEO Ding Zhizhong of Anta (China) Limited made the above statement very definitely.

Ding Zhizhong said that since the successful launch of Anta in Hongkong in July this year, Houston rockets boss Leslie Alexander has become Anta's largest overseas shareholder.

The success of the agreement with Francis can be said to be a direct result of the cooperation between the two sides.

Xu Yang, director of Anta brand management center, revealed that according to the agreement signed by Anta and Francis, in the next two years, Francis will wear Anta professional basketball shoes in all competitions and training, Anta will launch the basketball sub brand named after Francis, and invite internationally renowned designer shoes Bill Petersen to design footwear products for them.

Xu Yang said that as an internationally famous designer, Petersen has devoted himself to studying the shock absorption technology of sports shoes for many years. He created the "VisibleAir" technology, thus producing visible air cushion shoes.

He has provided strategic consulting for many well-known companies in the field of new product development, market development and product design.

Petersen has become a partner of Anta brand this year and has become a consultant of Anta NBA project. In the future, the design of Anta shoes, especially the exclusive series of sneakers designed for signing players, will be designed by Petersen in accordance with the world's top sports brand products.

This time can become the main designer of Anta "Francis" sub brand, he will also give guidance to the strategy of basketball products.

"Cooperation with the Houston rockets is a strategic cooperation, emphasizing the complementarity of resources."

Speaking of the cooperation between the two sides, Ding Zhizhong said that cooperation with Francis is not a simple corporate image spokesperson's behavior. "Francis" brand products will become an important part of Anta basketball products in the future.

Anta already has important resources such as grass root basketball resources and domestic league resources. After signing Francis, Anta's basketball marketing Pyramid has already seen its scale.

He disclosed that Anta has developed a long-term product and brand development system for the future development. Signing Francis is only a starting point, and there will be a series of development plans to be implemented.

I feel very honored to be able to cooperate with the best sporting goods brand in China.

Anta's products and services are all first-class, and I have been hoping that one day there will be a series of products named after my name, and now Anta has helped me to realize this dream.

After Yao Ming, I met a Chinese friend, Anta. Next time when Yao Ming was in trouble on the court, I would tell him in Chinese: "never stop."

Francis expressed excitement to Chinese fans after signing Anta.

In 2002, when Chinese player Yao Ming joined the Rockets, he formed a "Francis Yao Ming" combination with Francis. It was one of the best combination of NBA at that time, and Francis was once called "Fu Lao Da" by Chinese fans.

Today's rockets are not only the strong contenders in the NBA championship, but also the most influential internationalized teams in China and even in Asia. Anta's cooperation with Francis, the core player of the team, has undoubtedly played a finishing role in the international promotion of the team.

At the same time, it is also a wonderful start for Anta's brand internationalization.

"After the listing, Anta's comprehensive strength has been greatly improved, especially in terms of internationalization of enterprises, and has made considerable progress."

Ding Zhizhong said that after more than ten years of rapid development, from CBA to NBA, Anta has accumulated rich experience in the manufacture and marketing of sports products. This signing of Francis is a key step in brand strategy.