On January 11th, Xu Yang, CEO of Anta, said at a public event that the brand plans to launch its products in the US on March 6th, 2024, and will hold promotional activities in New York, Los Angeles, Beijing and Shanghai.
The move represents another key step in Anta's "Going Overseas" strategy, with 2023 being a key year for the main Anta brand to go overseas. Over the past year, Anta has opened new stores in several key markets in Southeast Asia.
In 2022, Anta set up a branch in Southeast Asia, and in the first half of 2023, Anta opened new stores in Singapore's core shopping districts.
"Globalization" is the strategic focus of Anta Sports at this stage. At the end of December 2021, on the occasion of the 30th anniversary of its founding, Anta Group announced its new development strategy for the next decade. From the "single focus, multi-brand, omni-channel" strategy of the last decade, it has changed to the "single focus, multi-brand, globalization" strategy of the new phase.
Ding Shizhong, the founder of Anta, once said, "We don't want to be the Nike of China, but the Anta of the world". Anta has always been ambitious to realize internationalization. Simply put, in order to realize internationalization, Anta Sports is divided into two steps.
One step is to "buy in", through the acquisition of foreign brands in the sports market, in order to enrich the brand matrix, realize industrial upgrading and accumulate experience in the international market and the operation of mature overseas brands.
In addition, Anta opened a subsidiary in Thailand in February 2023. in November 2023, Anta opened its first Thai store in Bangkok. According to Bangkok Post, Gavin Lum, Anta's regional brand marketing director for Southeast Asia, revealed that Anta plans to open more than 10 new stores in Thailand in the coming year.
As of November 2023, Anta has 40 stores in the Philippines, 40 openings in Malaysia and four stores in Singapore.
"We also continue to pursue opportunities in Southeast Asia and overseas." Anta Sports said in its 2023 half-yearly report, "Now that Anta has gradually developed its layout in the Southeast Asian market, our Southeast Asia business unit, with its mature supply chain, cost-effective products, rich experience in channel development and brand marketing, will expand the 'globalization' strategic map for the Group. "
Translated with www.DeepL.com/Translator (free version)