Anta Also Wants To Play Football. It'S Only Because The Football Market Is Too Attractive

Anta, the largest sports goods manufacturer in China, cannot sit still. On the day when Chinese President Xi Jinping arrived in the UK for his visit, football related stocks such as Jiangsu Shuntian, Shuangxiang Shares and Lehman Shares rose by the ceiling. Anta obviously wants to catch this good time.

On the football equipment website Doll Football, almost all of the top ten boots voted by grassroots vote are from Nike Adidas , Yinbao UA、 Arthas and other foreign brands. A football fan and grass root reviewer said that, from a professional perspective, most of the friends who play together usually choose foreign brands.

Anta said that it has made full preparations for the first youth product, including collecting foot shape data of more than 16000 adolescents nationwide and thousands of hours of research and design. But it may take more effort to impress Chinese football consumers.

On October 26, Anta released the football strategy of "just play" at Guangdong Evergrande Football School, announcing its official entry into the football market. Anta signed with Zheng Zhi, captain of the national football team, as the football promotion ambassador to launch the youth series Soccer shoes And promised to take the first place in China's football market share within three to five years.

Anta's football strategy includes four major plans: matches, coaches, equipment and venues.

First, launch a series of promotional activities such as training camps and football carnivals, and hold youth football leagues, covering primary school, junior high school and high school youth. Second, become a strategic partner with Evergrande Football School to train football coaches. The third is to continue the high cost performance signboard to launch professional youth football product line. The fourth is to carry out field construction to solve the problem of insufficient football fields in China.

The director of the General Administration of Sport of the People's Republic of China has just predicted that China's sports industry will exceed 7 trillion yuan in the next decade. Local sporting goods companies, including Li Ning and Tebu, aim to return to professional sports. Professional sports products usually include football, basketball, running, badminton, etc.

According to Nielsen's report, at present, running is the most popular professional sport, and correspondingly, running is also the most extreme project.

Is called sport industry Football, the largest single sport in China, has always been the weakest sport in China. According to public data, the global annual output value of the football industry exceeds 500 billion dollars, accounting for more than 40% of the sports output value. According to the future sports output value of 7 trillion yuan, the cake of football is undoubtedly very attractive.

Considering the weak development of Chinese football, it is a good strategy to start from the baby. Anta's first step in football is to launch a series of youth football equipment.

After the overall plan of football reform clearly defined the development of youth campus football as a comprehensive reform in the field of education, the Ministry of Education put forward in July this year the general goal of initially forming a service system for the development of youth campus football with Chinese characteristics by 2020.

Although the market cake is large enough, the foundation of Chinese football is poor, and the market cultivation still needs time. Although Li Ning has set foot in football among local brands, football itself is a highly professional sport, and the requirements for equipment professionalism are higher. At present, domestic brands are not dominant.

Zhang Lin, Vice President of Nielsen China Sports Industry Research, pointed out that Chinese consumers are not very satisfied with the "professionalism" of local sports brands. Football equipment is just one of the most professional sports products.