Chinese sportswear brand opens store in Bangkok’s CentralWorld shopping mall
Anta, China’s second-largest sportswear brand, has taken a significant step in its global expansion plan by opening its first store in CentralWorld, Bangkok.
Gavin Lum, Anta’s brand marketing director for Southeast Asia, said sports is now ingrained in people’s lifestyle and sportswear has become part of everyday attire.
“We intend to serve as a quality affordable sportswear brand in the market, so people can enjoy their favourite sports safely,” he said.
He explained that apart from brand promotion, the store will serve as a vital channel for building trust in the Anta brand by allowing customers to touch, try and feel the products.
Based on sales figures via online platforms like Shopee, Lazada and TikTok, Anta’s trainers and sports shoes are already popular among young Thais. This popularity is backed by endorsements from Chinese actors and actresses.
Anta’s move arrives at an opportune time, as Thailand’s sports apparel market has been projected to grow by 8.1% between 2021 and 2026, eventually reaching a value of US$1.4 billion (50.36 billion baht). This is based on figures published on 6wresearch.com.
This growth is attributed to the rising number of health-conscious individuals engaging in activities like running, jogging, yoga and gym workouts, which require specialised sports gear for comfort and convenience.
Moreover, manufacturers are focusing on innovative products, including stylish designs and high-performance fabrics.
Lum, meanwhile, has expressed confidence that the store will be well-received by Thai customers and has outlined plans to open 10 more stores before the end of 2024.
Anta intends to launch its umbrella brand, FILA, before the end of this year, followed by Salomon, Wilson and Descente by next year.
Thailand is Anta’s fourth foray into the Asean region. It first opened in the Philippines, followed by Malaysia and Singapore. It now has 40 branches in the Philippines, 40 in Malaysia and four in Singapore.
The Bangkok store, however, is different as it is the first to embrace Thai culture and collaborate with local artists to create unique characters and designs.
“Thailand’s sports culture is very exciting, colourful, and vibrant. Therefore, our marketing strategy will centre on how to establish a relationship and integrate into the local culture, so consumers have a memorable experience," he added.
He also said that the 230-square-metre store in CentralWorld will be a haven for sports enthusiasts as it will offer not just sportswear, but also equipment and expert staff to recommend the right fit for individual needs.
Anta, a leading Chinese sportswear brand with over 30 years of experience in the industry, has expanded its brand portfolio to include FILA, Descente, Kolon Sport, Arc'teryx, Salomon, Wilson, Peak Performance, and Atomic.
