Anta Is Out for a Bigger Slice of Sportswear Pie in the Philippines This Year
Sportswear giant Anta is already making huge strides in the local market over the last few years but is gunning to capture even more of the market in 2023.
Anta is already the third-biggest sportswear group in the world, behind Nike and Adidas. In its home country of China, Anta is a close second to Nike, with 20.6 market share versus 22.6 percent. This is the brand’s vision in the Philippines, particularly in the all-important basketball segment.
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Anta Philippines’ general manager JP Paglinawan and marketing manager Mikko Abello presented Anta Philippines’ gameplan during a brief presentation to members of the media on Friday (March 31). According to Paglinawan, the brand headquartered in Jinjiang, China grew 3x from 2020 to 2021 and another 3x from 2021 to 2022, and all signs point to another explosive growth spurt this year.
To this end, the brand is focused on growing its brick-and-mortar store network this year to 50 from the current 20. For context, Anta had one store in the country in October 2019, and had nine by May 2020.
Earlier this month, the brand opened its biggest branch in the country in Ayala Center Cebu. Other stores will open in major cities in Visayas and Mindanao in the coming months.
In the e-commerce front, Paglinawan shared that, in addition to Anta products’ availability in major online shopping platforms like Shoppee and Lazada, the brand is finally going live with its own domain, anta.ph, where customers can shop for their favorite shoes and apparel, later this month. The GM said a huge majority of its sales still come from purchases made in its brick-and-mortar stores, but that it expects its e-commerce to continue to grow in the coming years.
Anta will also roll out its much-anticipated Kids collection in the Philippines later this year. Paglinawan said that the collection isn’t just kid-sized versions of its existing lineup of merchandise, but that it will feature new designs exclusive to young customers.
Finally, the Anta team also revealed exciting partnerships with local sports networks and organizations, particularly those related to basketball, to reach more customers and further emphasize its commitment to the sport in the country.
Anta posted global revenues of $7.80 billion in 2022, an increase of from about 8.7 percent from the $7.2 billion it reported the previous year. In a statement last month, the company said it believes “the opportunities in the year of 2023 are unfolding.”
“The competition in the sportswear market has been increasingly heterogeneous,” and the company will advance its globalization strategies, enhance corporate governance and management efficiency, Anta said.
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