Anta, has just launched its first line of outdoor products. They will be sold starting with the 2013 summer season. Much like other domestic sports brands, Anta has been facing big problems recently with inventory excesses and hefty discounts.
The brand shut down 110 shops throughout 2012. Since the
outdoor market is still growing rapidly in China, Anta hurried to
develop its own offer in the category.
Three years ago, Anta made its
first smaller inroads into the outdoor market and even held talks with
foreign brands about a possible cooperation. It is, however, just in the
upcoming spring that the brand is coming up with a serious attempt to
put its fingers on the outdoor business with its own collection.