Anta Is The First Brand To Focus On Brand.

Anta's operating income in 2014 was 8 billion 920 million yuan. The rare thing about this figure is that Anta has not only resumed growth after declining for two consecutive years, but also broke through the historical record of 8 billion 900 million yuan in 2011.

It is worth mentioning that this figure is more than the industry ranked second Lining 2 billion 200 million yuan, while Lining 6 billion 730 million yuan revenue than the industry third XTEP 4 billion 780 million yuan higher.

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On the one hand, Anta made a full 1 billion, bit rate (480 million yuan), 360 degrees (390 million yuan) and

The total profit of (320 million yuan) should be more than 500 million yuan. Therefore, it is not too much to say that Anta has become the first brand of the domestic campaign.

From the point of view of the number of stores, Lining's number of stores in 2014 was 5626, the five largest.

The minimum number of shops in China was 289 less than in 2013, compared with 8255 in the peak period in 2011, a decrease of 2629.

The number of Anta, XTEP and 31st degree shops has been maintained at more than 7000 and PEAK 6004.

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Reporters at the shoe fair saw that the pursuit of "craftsman spirit" with exquisite craftsmanship and excellence is becoming the way for many enterprises to survive.

Moisture absorption, perspiration, pebble massage, PU elastomers...

A pair of shoe pads looks light and simple, but there is a university question.

Since 1993, Ding Rui has opened the factory to make insoles. It has been more than 20 years to identify a road and do it.

"In foreign countries, buying insoles is just like buying socks. High-end products insole can be seen everywhere in supermarkets."

Ding Ruizhan said that with the improvement of domestic living standards, consumption concepts are changing.

For this reason, Ding Rui has launched the "private order" service of insoles, aiming at the characteristics of customers and the needs of products, developing "one to one" and improving the supporting services.

At the shoe fair, there are not a few enterprises that pursue precise manufacturing and precise marketing.

The introduction of millions of experimental equipment, only to create a comfortable sole, the collection of more than 2 feet of data nationwide, only to accurately create the most suitable for Chinese feet.

"Sneakers are foreign products. At the very beginning, domestic enterprises copied foreign brands, but they didn't know why they were designed."

Ruan Guoqing, director of Anta sports human science laboratory, said.

We must know why it is so.

Chinese shoe companies are also constantly exploring the technological elements behind a pair of shoes, one of the leading brands of local sports shoes, and Anta has pioneered the sports science laboratory in the sporting goods industry.

Ruan Guoqing said that the laboratory of sports science is to integrate the three parts of sports, people and shoes to meet the functional and comfortability of sports.

Today, Jinjiang shoe enterprises are equipped with a large number of advanced international level of technology and equipment. Meanwhile, relying on independent research and development, the city's footwear industry has already mastered 229 core technologies of shoe production, and has 564 patents. Among them, Anta and Guo Hui have become the drafting members of national or industrial standards.

China's manufacturing industry is facing the deep integration of industrialization and information technology, and the footwear manufacturing industry as a labor-intensive industry needs more optimization and upgrading.

Jinjiang has 3338 kinds of shoe making enterprises. Among them, annual sports shoes and tourist shoes account for 40% of the total output of the country and 20% of the world's total output.

The local shoe and clothing industry is very big and needs to optimize integration.

Liu Wenru, mayor of Jinjiang, said that the footwear industry will further optimize its allocation of resources through the integration of market forces, deep rooted technology and Internet thinking.