Chapter 16 Section 3 The Power of Imitation

1. ANTA brand management Overview Brand management is one of the most important business tasks of an enterprise, and it is also a complicated system engineering.In marketing, brand is the most primitive driving force to arouse consumers' repeated consumption, and it is the soul of the consumer market.A company's products can be imitated by competitors, but its brand is unique. Products are easily outdated, but successful brands can last forever, and the value of the brand will affect the company for a long time.Therefore, brand management plays an important role in the success of an enterprise.

The reason why China's manufacturing industry has not formed a competitive advantage for a long time is mainly because it has not formed an influential brand and has not formed an influential brand position. It is only costing at a low level.Anta realized the importance of brand management from the very beginning, and invested a lot of money in brand building from beginning to end, focusing on the ability to accumulate brand premiums. Standing out from the group of sports brands in Jinjiang, it has become a first-line sports brand that can compete with well-known domestic and international brands such as Li Ning, Adidas and Nike.

2. Anta's road to brand development success In the early 1990s, Anta, which had not been established for a long time, also took on many foreign trade orders like other similar companies in Jinjiang.But what makes it different is that while undertaking overseas orders, Anta also pays close attention to the domestic market and operates the "Anta" brand at the same time. In 1994, Anta officially registered "Anta" as a trademark, and gave up the foundry business, focusing on promoting the "Anta" brand. So far, Anta has started its own brand development road, and carries out brand building and brand management from the three major links of spokesperson, slogan and advertisement.

3. The Road to Anta Brand Development Success——Spokesperson In 1999, Anta hired table tennis player Kong Linghui at a high price as its image endorsement, and launched the slogan "I choose, I like".At that time, Kong Linghui was well-known in China because of his impressive record in the field of national table tennis, and the sportsmanship exuded from Kong Linghui fit well with Anta's sports brand image, thus laying a solid foundation for the development of Anta brand. established a solid foundation. The achievement of this brand creation was strengthened by the outstanding performance of the Chinese table tennis team in the 2000 Sydney Olympic Games.Kong Linghui, who is on the rise in his career as an athlete, won a big victory in the Olympics and became a national hero that everyone pays attention to.When Kong Linghui, who is a national football player, Olympic champion, and national hero, appeared in the advertisement again as the spokesperson of Anta sports shoes, the sports spirit and national glory were perfectly integrated in the Anta brand. of small businesses become household names.

In early 1999, Li Ning had launched the slogan "I exercise, I exist" and hired Qu Ying as its image spokesperson.Although Anta imitated the slogan launched by Li Ning, Qu Ying endorsed the sports brand Li Ning as a film and television star, which could not reflect the spirit of sports. Hiring Kong Linghui as the endorsement made Anta quickly gain a high reputation among all living beings in Jinjiang.Anta is therefore considered a very successful imitator, not only approaching Li Ning in terms of market sales, but also ranked first in the country in terms of market sales since 2001.

After Kong Linghui, Anta hired the world's number one Chinese table tennis player Wang Hao, Chinese women's volleyball leader Feng Kun and other world-renowned athletes as brand image spokespersons.The sports spirit they represent combines with the national glory in the hearts of Chinese consumers, making the Anta brand constantly sublimated in the hearts of Chinese consumers. Sports brands such as Delhui, Xtep, and Peak, which are also competitors of Anta, have hired entertainment stars such as Jay Chou, Nicholas Tse, and Super Girl Li Na as their spokespersons for their sports brands. The image in the film is unremarkable and cannot be compared with Anta.

In terms of the selection of spokespersons, Anta successfully captured the sports spirit of the sports shoes industry and perfectly integrated it into its own brand image, which outperformed all competitors in the industry and even caused a great impact on industry giants.It can be seen that Anta has performed well and achieved impressive results in the aspect of the spokesperson of brand management. 4. The Road to Anta Brand Development Success——Slogan Anta's first slogan "I choose, I like" launched in 1999, imitated Li Ning's promotional slogan "I exercise, I exist" just launched at the beginning of the year.But the slogan first launched by Anta is not a successful imitation. "I choose, I like" does not make consumers feel the spirit of sports, nor does it make the brand image deeply rooted in the hearts of the people like its spokesperson.

In 2005, Anta launched a new brand slogan: Keep Moving.Began to turn its attention internationally, intending to compete with Adidas and Nike. The new slogan "Keep Moving" comes from the well-known 4A advertising company, and it is also the handwriting of J Walter Thompson, the former Nike China advertising agency.JWT has acted as an agent of Nike China's advertising business for ten years. It has rich resources and strong operational capabilities. It created a new slogan for Anta "Keep Moving" and Nike's slogan "Just do it "They are the perfect embodiment of the sports spirit, and they are full of sports appeal.

The core concept of "Keep Moving" is: "Grassroots teenagers" aged 14 to 26 who are determined to make progress and strive for self-improvement are their core customers in the future, and advocate "in the world of sports, as long as you work hard and pay This slogan is suitable for Anta's core target customers, and it seems to be showing to the outside world that Anta itself is such a typical example. Through its own efforts, it has finally stood at the forefront of China's sporting goods.This concept has been rapidly promoted in China, and it has captured young consumers aged 14 to 26 well. They are the most important sports shoe consumers in the Chinese market.

In terms of slogans, although Anta's early imitation was not successful, it successfully imitated Adidas and Nike by hiring J Walter Thompson in the later stage, and integrated the sports spirit into the new slogan "Keep Moving".Anta's performance in terms of slogans is not inferior to competitors in the same industry, and even comparable to world-class well-known brands. 5. The Road to Anta’s Brand Development Success——Advertising Most of Anta's previous advertisements relied on sports stars to shout slogans in the advertisements to promote the brand.The production cost of this kind of advertisement is small, the content is single, and the quality is ordinary. It is difficult to give consumers a visual and spiritual impact. The biggest feeling is that the world champion Kong Linghui is the spokesperson of Anta.

In 2006, Anta began to cooperate with JWT, the original advertising agency of Nike China, and quickly launched a series of TV advertisements with international level.This series of advertisements is well-made, emphasizing the perfect combination of sports spirit and national spirit from the content, establishing a spiritual connection with consumers, comprehensively improving its own brand image, and further creating its own sports spirit. In 2006, Anta's advertising and publicity expenses accounted for 8.3% of its turnover. In 2007 and 2008, when the Beijing Olympic Games was in full swing, the proportion of its advertising and publicity expenses rose to 12.4% and 13.8% respectively.Anta's series of advertisements played an extremely important role in improving its brand image during the Olympic Games. At the same time, Adidas and Nike’s advertisements during the Olympic Games put their chips on sports stars. When Adidas spokesperson Zheng Zhi, the captain of the Chinese National Men’s Football Team, and Nike’s spokesperson Liu Xiang, the 110-meter hurdler, were disappointed in their performances in the Olympics, The brand images of Adidas and Nike have also been damaged. We can see that whether it is Anta's slogan or today's advertisements, the "Nike" atmosphere is very strong, which is inseparable from J Walter Thompson, a 4A advertising company.In terms of advertising, Anta, through this form of imitation, makes the brand image rapidly internationalize, and moves closer to the world-renowned brands Adidas and Nike as a whole.In the advertising segment, Anta also performed very well, not only ahead of competitors in the same industry, but even due to the abnormal performance of Adidas and Nike spokespersons, it has the potential to catch up with international giants. 6. Summary of Anta brand management In terms of spokespersons, slogans and advertisements, Anta has successfully imitated and defeated its competitors in the same industry with the successful imitation of being better than blue, becoming the leading brand of Chinese sporting goods, and is poised to catch up with international giants.Successful brand management has allowed Anta to stand out from the crowd of Jinjiang companies in just 18 years, from an OEM company without its own brand to a domestic first-line well-known brand, and then to go global. Product design is an extremely important link, which refers to the preparation and management of a series of technical work from the determination of the product design task book to the determination of the product structure.It is the beginning of the product production process, and it can also be said to be the soul of a commodity. During product design, it is necessary to fully determine the structure and specifications of the entire product, which is related to the layout of the entire production system, so the design must have a production perspective.If a product is designed without a production point of view, it will consume a lot of resources to adjust and replace equipment, materials and labor during production.And a good product design not only shows superiority in function, but also is easy to manufacture and low in production cost, thus enhancing the overall competitiveness of the product. Therefore, many companies that have an advantage in market competition pay great attention to the details of product design in order to design products with low cost and unique functions. 1. Design and production overview Similarly, Anta, which has ambition and foresight, will not lag behind in this link. The company attaches great importance to improving the functionality, technological content, and fashion design of products to increase consumer satisfaction.The company has launched more than 1,700 new shoes, 1,100 clothing and 1,000 accessories on the market to meet the needs of different consumers. When Anta's Jinjiang brother company was still troubled by the fluctuation of foreign orders, Anta has already carried out a systematic engineering management and control of the entire design and production process, which is well organized and has a plan to follow.The design and production are arranged according to four quarters, and the product design and production process of each quarter is implemented in strict accordance with the steps.From this point, we can see the obvious difference between Anta and its Jinjiang brothers. In fact, it's not that other Jinjiang brands don't want to do it, but they don't have the ability to do it.On the other hand, due to various reasons, even powerful international brands cannot achieve the same flexibility as Anta in their business in China. The reason is obvious: for an international brand like Nike, which plays a game of chess all over the world, and its headquarters is not in China, it takes several months to respond, let alone such a small order.However, local manufacturers like Li Ning suffer from the lack of their own production lines, so it is very difficult for OEMs to stop several production lines and temporarily "add orders".In the sports industry, only Anta is famous for its quick response ability.It only takes a month for a new product to go from design to factory, to manufacturing, and then to the store.This speed is half a year faster than that of international brands like Nike, and about 2 months faster than that of domestic brands such as Li Ning. Anta's first batch of products will be officially launched on January 1 each year.Quarterly production is roughly divided into 9 links from product planning to shelves: It is precisely because of such a strict management plan as the foundation that Anta was able to implement its strategy in various other links.The implementation of the plan also requires strong execution and resource support. Anta has more than 5,000 square meters of scientific research sites and laboratories, and the company's investment in design and production is also increasing year by year: Since the completion of the scientific research laboratory in 2005, Anta's annual R&D expenses have increased by 15 times within 3 years, calculated according to the investment ratio. The increased intensity and speed show the management's attention.Capital investment guarantees the renewal of research equipment, the motivation and enthusiasm of personnel, and the technology may be improved. 2. International cooperation Product design is of great significance, and it has the significance of "one hair can move the whole body".Many companies in developed countries regard design as a hot strategic tool and believe that good design is the key to winning customers. And Anta knows how to absorb needs from abroad. The company cooperates with many internationally renowned design companies and design experts, and at the same time introduces more high-level designers to participate in design and development.Anta has a world-class R&D department, which integrates world-class design resources, and has carried out research and development of new concepts and materials with design units in many countries such as Belgium and design studios in the United States.In order to better imitate Nike, Anta specially hired designers who had worked with Nike to join in its own product development. Here I have to mention two top international design companies that have cooperated with Anta: (1) Catalyst Strategic Design The founder, Jon Wong, has well-known design experience, solid technology and rich experience in international manufacturing in the industry. The design team led by him has served more than 50 well-known international brand companies in the past ten years. These include Nike, Vans, Asics, Fila, Flow, Guess and many more. Jon Wong has successfully run many well-known trademarks and product concepts, and developed a new market area.Their cooperation brings an extremely stylish feature to Anta's products. (2) E-West Designs Company partner Bill Peterson was Nike's first industrial designer, who developed and designed "heel air cushion" products for Nike.At the same time, he is also the founder of the design of the first generation of Jordan basketball shoes and NIKE AF-1.He has more than 25 years of design experience and has provided many successful innovative designs. Bill Peterson has worked for many brands over the course of his career including: Nike, K-Swiss, Guess, Athletic and many more. The representative work of the cooperation between these two famous design companies and Anta is the boots specially designed for NBA star Luis Scola (launched in the second quarter of 2008).This basketball shoe can be described as using world-class design concepts and manufacturing materials. In the eye-catching NBA arena, it is the competition of players and the competition of sneakers.Anta can have a place in the arena that was dominated by international brands such as Adidas and Nike, which shows that Anta's design has been affirmed by the top customers in the industry. Anta not only cooperates with internationally renowned design companies, but also spares no expense in hiring many high-level designers.Anta's design team has established a very strong lineup in the industry, with more than 100 senior designers, members from the United States, Italy, South Korea, Japan and other countries. 3. Performance design Anta products have a wide range of business categories, roughly divided into clothing and footwear, which are further divided into subcategories such as basketball, tennis, table tennis, badminton, football, running, comprehensive training, outdoor sports and sports lifestyle.To support such a large and subdivided category, it is impossible to rely solely on foreign support. Anta must have its own research and development institutions. Anta has independent R&D and design centers in Beijing, Guangzhou and Xiamen. In 2005, after completing the establishment of the national sales network, Anta established the first sports science laboratory in the country.A technology brand with independent intellectual property rights fills the gap in this field in China.The laboratory cooperates with RSCAN, a well-known sports shoe research and development institution in Belgium, the Physics Laboratory of Beijing Sports University Students, and the China Leather and Footwear Industry Research Institute, and is committed to the research and technological innovation of the safety and comfort of sports shoes.The investment in equipment alone reached 20 million yuan.So far, one-third of China's sports science standards, such as sports clothing, sports shoes, and sports accessories, come from Anta's sports science laboratory.And this laboratory has also contributed more than 40 national patents to Anta. For example, if it is necessary to carry out product quality inspection, all Jinjiang enterprises will collapse, and Anta will still be there, because the standards are set by themselves.In other words, whoever has the right to formulate standards will have more control over the entire industry and have greater influence on customers. Anta Lab has a series of very famous technical achievements: (1) Basketball player foot type database In May 2005, Anta began to measure the foot shape of more than 300 professional basketball players from 15 CBA teams, established China's first professional basketball player foot shape database, and carried out professional basketball player foot shape regularity research and standard last shape design. A large amount of foot shape data has great guiding significance for Anta's sneaker design, and ensures that Anta's design conforms to the athlete's foot shape to provide maximum comfort.All kinds of high-tech designs, even if they can improve the performance on the field, athletes will only choose them if they have enough comfort.Comfort is an important foundation. (2) Core technology The famous Anta "core technology A-CORE" was born from the sports science laboratory. The technology provides excellent stability and cushioning functions, helps improve sports performance, and fully experiences stability, balance and natural landing feeling during sports. It is worth mentioning the inspection process of the "core technology": an egg falls freely from a height of two meters onto the "MAGNETIC CORE" material, and the egg will bounce instead of breaking.This is the essence of the "A-CORE" core technology. The special "MAGNETIC CORE" material has a super shock-absorbing effect, can convert energy into rebound force, and can also take into account good stability.The good elasticity and experimental fun produced by this technology have always been cited as a good story in the sneaker industry. At present, the "core technology" has been developed to the second generation, and it is at the leading level in the same industry in China.At present, more than 90% of Chinese basketball players wear basketball shoes produced by Anta. (3) Comfort glue A-Cozel technology is a polyurethane material synthesized from a unique PU mixed formula, which can provide the wearer with high-efficiency shock absorption. According to Anta's drop ball experiment, this technology can make the ball bounce back The height is only 30% of the drop height, it should be said that this effect is quite good. In addition to excellent shock absorption, A-Cozel technology can also maintain long-lasting comfort and elasticity. The shape memory function makes the shoes resistant to friction and not easy to deform. The unique micro-cell opening technology can also make the inside of the shoes more comfortable. dry. In addition, Anta also has many self-developed representative design technologies, such as TALOON "claw" type clinging system, which provides good support for the upper surface; A-Hardcore RB outdoor wear-resistant rubber, which has super wear-resistant performance; AUTO -Arch midfoot support and stabilization technology controls the torsion of the shoe within a certain range to maintain stability. In general, Anta has been improving the functionality and design capabilities of production, getting closer to consumers, and being able to quickly adjust product lines, with more individual characteristics, to better meet consumer needs, and to further improve the brand's premium capabilities. increase With the addition of the core competitiveness of the Anta brand, it is gradually approaching Nike. 4. Shape design For Nike, an old international brand, it can be said that it has been leading the trend of the sports shoe industry.It would be untrue to say that the designs of other brands do not imitate Nike at all.In fact, the design concepts of major sports shoe brands all over the world are increasingly similar, and the goal is Nike, but they have not imitated the essence.There are two types of imitation. The first is shameless plagiarism similar to a copycat factory, with exactly the same appearance; the second is to imitate its concept and then add your own innovation points. In the mid-to-high-end market competition, innovation and even surpassing are especially required. Anta has done a lot of research on Nike in terms of appearance design, and the appearance of many products has the taste of Nike.As long as we pay a little attention, we can find that some styles of Anta are indeed very similar to Nike, although these are just too obvious failures of imitation.For example, Nike has a shoe with three air bubbles on the side to enhance the movement, and Anta has changed the air bubbles into Chinese Tai Chi patterns. Some Anta styles are roughly the same as Nike in terms of sole shockproof design, trademark position, air hole position, air hole size, shoelaces, sole curvature, upper height, etc.But Anta even seems to be doing better than some Nike prototypes in a high-end style. It can be seen that Anta has been able to achieve a high degree of approximation to Nike in terms of internal technology and appearance design. From the perspective of consumers, there is really no big difference between a pair of Anta and a pair of Nikes.Another point, the price of Anta is only about 1/3 of Nike. According to the analysis of the previous two parts, we can see how Anta imitated Nike in terms of brand management and design, and gradually surpassed it.However, with excellent brand management and excellent product design, good production cooperation is also needed to establish Anta's position in the sports shoe industry.In terms of production, Anta learned from Nike's "light asset operation" model and chose the same OEM factory as Nike - Yue Yuen Industrial Group Co., Ltd.More than half of Anta's sports shoes are produced by Yue Yuen, ensuring that the quality of the produced sports shoes is the same as that of Nike, so that it can completely imitate Nike.On the other hand, Anta retains a certain amount of sports shoes for its own production, adopts a vertical business model, and further controls its own production costs in an attempt to gradually surpass Nike. 1. Production mode Asset-light operation Asset-light operation is a capital strategy driven by value, and it is a new structure of corporate strategy in the Internet era and knowledge economy era.Asset-light operations must be based on the content and requirements of knowledge management, with human resource management as a link, and through the establishment of a good management system platform, to promote the survival and development of enterprises. "Asset-light operation" is a strategy highly recommended by McKinsey, a well-known international management consulting company. Compared with operating with its own capital, the expansion of asset-light mode can achieve stronger profitability, faster speed and more sustainable growth.Table 3-1 lists some characteristics of asset-light operations. Applied to the sports shoe industry, the "asset-light operation" model is to outsource product manufacturing and retail distribution, while focusing on design, development and marketing; marketing mainly uses product star endorsements and advertisements. The "light asset operation" model can reduce the company's capital investment, especially the large amount of fixed asset investment in the production field, so as to increase the return on capital.The following is a schematic diagram of the asset-light model in the industry: Sports footwear giant Nike advocated the "asset-light operation" model in the 1980s. At that time, it was at the peak of the transfer of global manufacturing to developing countries, and the target of sports products began to shift from professional athletes to the mass market.From the perspective of the industry chain, Nike relies on the "asset-light operation" model to better integrate both ends of the industry chain. Its core content includes high investment in product research and development, strong business strategies and marketing, and global operations.Since then, competition in the global sporting goods industry has become more and more similar to the "Nike model".Chinese local sporting goods companies represented by Li Ning and Anta are also pursuing the "asset-light operation" model.Soon, this model became the mainstream business model of the global sporting goods industry. However, the "asset-light operation" production model is not a panacea. Nike's use of the "asset-light operation" model emerged in the 1998 Asian financial crisis.Since the "asset-light operation" model does not involve specific product production links, but is handed over to Asian OEM factories for production, two major management problems will arise: one is supply chain management, and the other is product quality control.In the case of fluctuations in the external economic environment, factors such as cost volatility, supply, logistics and distribution stability of Nike's Asian OEM factories will affect Nike's overall operating performance. Anta, which started as a manufacturer, also introduced some advantages of "light asset operation", and retained the advantages accumulated in the manufacturing field, and established its unique partial "asset light operation" strategy: part OEM production and part self-production mode.Today, more than half of Anta's sneakers are produced by OEMs, of which Yue Yuen Industry accounts for the largest proportion.Yue Yuen Industrial (Group) Co., Ltd. is a Taiwan-funded industrial company listed on the Hong Kong Stock Exchange, and its parent company is Baocheng Industrial.It is the world's largest manufacturer of international brand sports shoes, and Nike's sneakers are mainly made by Yue Yuen.In this way, the production of Anta sneakers and Nike come from the same raw materials, the same machines, the same hands, the same manufacturing process, etc. How can it not be extremely similar to Nike? 2. Vertical business model The so-called vertical business model, that is, from production to brand to sales is controlled by the enterprise itself, or completed with a high degree of participation, so as to control the entire industrial chain.Anta, which started in the production business, has more than 10 years of layout in the procurement, production, research and development, promotion, and retail of sports goods. These experiences have effectively guaranteed the competitiveness of the Anta brand and the stability of profits.Therefore, Anta did not blindly copy Nike and hand over all production to OEM, but retained some of its own production ratio. Ding Shizhong, chairman of Anta's board of directors, made a brilliant explanation about retaining some manufacturing capabilities. He believes: "Manufacturing is Anta's advantage and an important prerequisite for Anta's popular positioning. At present, China's manufacturing advantages are very obvious. 80% of the world's sporting goods are Made in China. We can develop rapidly now, and the core advantage is that we have a fast business model.” When the sporting goods market was in a red sea competition, Anta used its own vertical business model and “industrial dead cycle” and years of research and development The high investment has withstood the impact of the international turbulent economic situation and provided an opportunity for future development. In the financial tsunami, Anta Sports, which adopts a vertical model, is more favored by international investment banks such as Macquarie and Citigroup than Li Ning, which represents light assets, and China Dongxiang.Backed by the country's leading sports industry cluster in Jinjiang, the domestic sports brand Anta is also a representative of vertical integration. From the very beginning, it has set the idea of ​​"based on production and expanding sales". Since 2005, Anta has cooperated with giant OEM companies such as Yue Yuen to outsource production, forming a unique mixed production model of "self-production" and "OEM production".In this mode, Anta requires suppliers to comply with the principle of "growing together with Anta", such as developers of fabrics and accessories to have the same development capabilities; profit margins.Anta knows that only by becoming the manager of the value chain in the process of industrial upgrading and market reshuffle, can its profit mix and pricing strategy become competitive; adding value to suppliers, they are willing to advance and retreat with themselves.While making mass production more flexible, Anta also simultaneously completed the improvement of its logistics and sales system, strengthening Anta's ability as a "value chain manager". Anta strategically optimizes the proportion of self-production and outsourcing production to respond more flexibly and effectively to changes in consumer and market demand.Footwear production lines increased from 23 at the end of 2008 to 24 as of June 30, 2009. Together with a shoe sole factory and two garment production bases located in Changting and Xiamen, Anta produced a total of about 660 million during the period. pairs of footwear and approximately 38 billion items of clothing. Figure 3-11 shows Anta's production location and production quantity in 2008. Chendai's four production lines produced a total of about 1.36 million pairs of shoes, Chidian's 20 production lines produced a total of about 5.22 million pairs of shoes, and Anhai's sole production The base produced a total of 5.36 million pairs of soles. At the same time, the proportion of self-produced shoes and apparel among the sold products was 35.5% (at the end of 2008: 50.0%) and 14.8% (at the end of 2008: 11.7%).The following is the trend of Anta's self-produced ratio over the years. Every brand has its own success model. Anta did not copy Nike's model, but further improved and surpassed it while imitating.Anta's products can achieve value for money, because their own production can control the cost.Anta was developed from a factory and has a competitive advantage in manufacturing. In fact, in the next ten years, traditional manufacturing will still have the most competitive advantage in China.Maintaining a certain proportion of self-production can help Anta weigh the relationship with suppliers and convey its own management standards.In addition, Anta's terminal inventory is under less pressure than others, because its own factory can replenish orders at any time, and generally can achieve a replenishment level of 10%.It is precisely because of the retention of its own production plant that Anta's profit margins can be among the best in the industry. 3. Quality control Anta adopts a comprehensive quality monitoring system. Quality control personnel conduct quality monitoring as early as the product planning stage to ensure that the entire production process is subject to strict quality monitoring and control.In order to assist OEMs in improving quality, Anta supports major OEM suppliers to establish technology laboratories and introduce a simultaneous sampling inspection system for raw materials to detect quality problems early.In addition, Anta went to self-operated factories and suppliers' production bases to inspect the production process and finished products on the spot to ensure that the finished products meet the quality standards set by the state.In addition, Anta's footwear products have passed the ISO9001 quality control system certification.In addition, Anta also actively participates in a number of national industry standardization technical committees to promote the development of technology in the entire industry and help improve China's sporting goods to the international level.Anta obtained the CTC certification in 2009, which shows that Anta has been recognized for improving production and quality control. CTC is an international certification body for footwear and leather products, headquartered in France, with a history of more than 100 years in the certification of footwear and leather products, and is committed to improving the quality of footwear products. In mid-2009, Anta's enhanced quality monitoring measures mainly included leather high-temperature water boiling test and 3D foot shape measuring instrument.The leather high-temperature boiling test is mainly to test the water resistance and anti-aging ability of leather products under continuous 12-hour high-temperature boiling. The 3D foot shape measuring instrument uses laser scanning to scan the shape of the foot, and transmits accurate 3D images to the electronic system in real time. Provide fast and accurate reference for shoemaking process and quality monitoring.These measures have greatly improved the quality of Anta's sneakers.Today, in order to strictly control the quality, Anta has also formulated its own internal control standards for shoemaking. For example, the national standard for the durability of a pair of shoes only requires 40,000 times, but Anta's internal control standard requires 50,000 times, which exceeds the national standard. The products that come out can all meet the national standards. Through a unique production model combining self-production and OEM, Anta not only successfully imitated Nike's asset-light model, but also retained some sneakers for its own production, so as to further control manufacturing costs and output.Coupled with strict quality control, Anta's sneakers closely follow Nike's sneakers and reach the international level.It can be seen that Anta has been able to imitate Nike very well in the production process.