Anta says it has no desire to compete on price
03/10/2019
Fila, the Italian-origin brand that Anta has owned since 2009, contributed 44% of the group’s total revenues in the six-month period. On its own, Fila’s growth in the first half of the year was almost 80%.
Company chairman, Ding Shizhong, said on announcing the results that Anta is determined to become a global brand and to compete on an international platform. “The evolution of Chinese brands from ‘Made in China’ to ‘Created in China’ is a milestone in winning recognition from global consumers,” Mr Ding said. “We have realised that, to take Chinese brands to a global level, product quality, value and branding are far more important than low prices. Moving from competing on price to competing on value and innovation is the way for Chinese brands to go global. ”
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