{"id":72419,"date":"2026-04-27T16:29:07","date_gmt":"2026-04-27T16:29:07","guid":{"rendered":"https:\/\/www.europesays.com\/si\/72419\/"},"modified":"2026-04-27T16:29:07","modified_gmt":"2026-04-27T16:29:07","slug":"nike-in-adidas-s-padcem-povprasevanja-izziva-ju-kitajska-znamka-anta","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/si\/72419\/","title":{"rendered":"Nike in Adidas s padcem povpra\u0161evanja, izziva ju kitajska znamka Anta"},"content":{"rendered":"<p>    <img decoding=\"async\" data-lb-desktop=\"\/media\/2026\/04\/27\/825609\/Orig-zn-naslovna2-1200.webp\" data-lb-mobile=\"\/media\/2026\/04\/27\/825609\/Orig-zn-naslovna2-600.webp\" class=\"main-gallery-image se_image_lb\" src=\"https:\/\/www.europesays.com\/si\/wp-content\/uploads\/2026\/04\/Wide-zn-naslovna2-1000.webp.webp\" alt=\"Shoes, fitness and exercise with a sports woman tying her laces before training, running or a workout. Hands, health and cardio with a female runner or athlete getting ready for an endurance run\"\/><\/p>\n<p>Kljub uspehu se Anta soo\u010da z izzivi, saj prevladuje\u00a0percepcija kitajskih izdelkov kot cenej\u0161ih ali manj kakovostnih. Foto: iStock<\/p>\n<p>Nike in Adidas s padcem povpra\u0161evanja, izziva ju kitajska znamka Anta<\/p>\n<p>Od skromnih za\u010detkov do globalnih ambicij: kako \u017eeli Anta postati eden vodilnih igralcev na svetovnem trgu \u0161portne opreme.<\/p>\n<p>Konec osemdesetih let, ko se je kitajsko gospodarstvo \u0161ele odpiralo svetu, se je odlo\u010dni\u00a0srednje\u0161olec opustil \u0161olanje in se\u00a0odpravil v Peking s 600 pari \u010devljev. Ding Shizhong jih je dal izdelati v tovarni svojega sorodnika in jih nameraval prodati. Z zaslu\u017ekom je odprl delavnico, v kateri\u00a0je za\u010del proizvajati obutev za druga podjetja, <a href=\"http:\/\/Kineski%20sportski%20brend%20prijeti%20divovima%20Nikeu%20i%20Adidasu%20Index%20Vijesti%2006:26,%2027.%20travnja%202026.%20Kineski%20sportski%20brend%20prijeti%20divovima%20Nikeu%20i%20Adidasu%20Foto:%20EPA%20KRAJEM%201980-ih,%20dok%20se%20kinesko%20gospodarstvo%20tek%20otvaralo%20svijetu,%20jedan%20odlu%C4%8Dni%20srednjo%C5%A1kolac%20koji%20je%20prekinuo%20%C5%A1kolovanje%20uputio%20se%20u%20Peking%20sa%20600%20pari%20cipela.%20Ding%20Shizhong%20dao%20ih%20je%20izraditi%20u%20tvornici%20svog%20ro%C4%91aka%20i%20namjeravao%20ih%20je%20prodati.%20Novcem%20koji%20je%20zaradio%20otvorio%20je%20svoju%20prvu%20radionicu,%20gdje%20je%20po%C4%8Deo%20proizvoditi%20obu%C4%87u%20za%20druge%20tvrtke.%20Njegov%20se%20posao%20u%20me%C4%91uvremenu%20razvio%20u%20sportskog%20diva%20Antu,%20tvrtku%20koja%20je%20izgradila%20impresivan%20portfelj%20me%C4%91unarodnih%20brendova%20i%20danas%20%C5%BEeli%20konkurirati%20divovima%20poput%20Nikea%20i%20Adidasa,%20%C5%A1to%20je%20cilj%20koji%20je%20Ding%20jasno%20postavio%20jo%C5%A1%202005.%20godine:%20%22Ne%20%C5%BEelimo%20biti%20kineski%20Nike,%20nego%20svjetska%20Anta%22,%20pi%C5%A1e%20BBC.%20Iako%20na%20Zapadu%20ime%20Anta%20mo%C5%BEda%20jo%C5%A1%20nije%20op%C4%87epoznato,%20u%20Kini%20ima%20vi%C5%A1e%20od%2010.000%20trgovina,%20a%20sponzorira%20i%20vrhunske%20sporta%C5%A1e%20poput%20olimpijske%20skija%C5%A1ice%20Eileen%20Gu.%20U%20velja%C4%8Di%20je%20tvrtka%20otvorila%20svoju%20prvu%20trgovinu%20u%20SAD-u,%20i%20to%20u%20luksuznom%20dijelu%20Beverly%20Hillsa%20u%20Los%20Angelesu.%20Globalni%20prodor%20tvrtke,%20koji%20se%20doga%C4%91a%20u%20trenutku%20kada%20Donald%20Trump%20carinama%20nastoji%20vratiti%20proizvodnju%20u%20SAD,%20nagla%C5%A1ava%20koliko%20su%20kineski%20opskrbni%20lanci%20postali%20klju%C4%8Dni%20i%20konkurentni.%20Uspon%20iz%20%22svjetske%20prijestolnice%20cipela%22%20Anta,%20%C5%A1to%20zna%C4%8Di%20%22sigurni%20koraci%22,%20osnovana%20je%201991.%20godine%20u%20gradu%20Jinjiangu%20u%20jugoisto%C4%8Dnoj%20provinciji%20Fujian.%20Jinjiang%20se%20brzo%20transformirao%20iz%20mirnog%20poljoprivrednog%20okruga%20u%20%22svjetsku%20prijestolnicu%20cipela%22%20u%20sklopu%20vladinog%20plana%20za%20stvaranje%20specijaliziranih%20industrija.%20Uskoro%20je%20uslijedio%20i%20priljev%20investicija%20divova%20poput%20Nikea%20i%20Adidasa,%20koji%20su%20tra%C5%BEili%20tvornice%20u%20inozemstvu%20kako%20bi%20smanjili%20tro%C5%A1kove.%20U%20Jinjiangu%20i%20susjednim%20gradovima%20razvili%20su%20se%20klasteri%20usmjereni%20na%20razli%C4%8Dite%20vrste%20obu%C4%87e,%20svaki%20sa%20svojim%20specijaliziranim%20lancem%20opskrbe.%20U%20srcu%20te%20regije%20nalazi%20se%20grad%20Chendai,%20podru%C4%8Dje%20s%20tisu%C4%87ama%20tvornica%20i%20dobavlja%C4%8Da%20koji%20su%20u%C4%8Dvrstili%20reputaciju%20Jinjianga%20u%20proizvodnji%20za%20globalne%20marke.%20Do%202005.%20godine,%20samo%20je%20provincija%20Fujian%20proizvodila%20gotovo%20petinu%20svjetske%20obu%C4%87e,%20prema%20procjenama%20UN-a.%20%C4%8Cak%20tre%C4%87ina%20radnika%20u%20Jinjiangu%20i%20danas%20je%20zaposlena%20u%20jednoj%20od%20tisu%C4%87a%20tvornica%20obu%C4%87e.%20Sli%C4%8Dan%20razvoj%20dogodio%20se%20i%20u%20drugim%20dijelovima%20Kine,%20gdje%20su%20nastali%20klasteri%20za%20proizvodnju%20odje%C4%87e%20ili%20elektronike.%20%22Ta%20razina%20specijalizacije%20u%20proizvodnji%20bila%20je%20u%20to%20vrijeme%20nevi%C4%91ena%20u%20svijetu%22,%20ka%C5%BEe%20izvanredni%20profesor%20Sveu%C4%8Dili%C5%A1ta%20u%20Bathu%20Fei%20Qin,%20koji%20je%20prou%C4%8Davao%20kineske%20tvornice%202000-ih.%20Kako%20su%20strani%20kupci%20dolazili,%20zemlja%20je%20stjecala%20vi%C5%A1e%20od%20samog%20prihoda.%20%22Tako%20nisu%20nau%C4%8Dili%20samo%20proizvoditi%20vi%C5%A1e,%20ve%C4%87%20i%20kako%20to%20%C4%8Diniti%20bolje,%20br%C5%BEe%20i%20s%20ujedna%C4%8Denom%20kvalitetom%22,%20dodaje%20Fei.%20Od%20proizvo%C4%91a%C4%8Da%20do%20globalnog%20igra%C4%8Da%20Upravo%20je%20u%20takvom%20okru%C5%BEenju%20Anta%20rasla,%20proizvode%C4%87i%20jeftinu%20obu%C4%87u%20u%20velikim%20koli%C4%8Dinama%20za%20globalne%20brendove.%20Istodobno%20je%20gradila%20vlastito%20ime%20na%20doma%C4%87em%20tr%C5%BEi%C5%A1tu%20otvaranjem%20trgovina%20i%20sponzoriranjem%20sportskih%20doga%C4%91aja.%20Tvrtke%20poput%20Ante%20shvatile%20su%20da%20ve%C4%87a%20vrijednost%20le%C5%BEi%20u%20tome%20da%20budu%20poznati%20brend,%20a%20ne%20samo%20podizvo%C4%91a%C4%8D,%20ka%C5%BEe%20Fei.%20Godine%202007.%20Anta%20je%20izlistana%20na%20burzi%20u%20Hong%20Kongu,%20prikupiv%C5%A1i%20tada%20rekordnih%20450%20milijuna%20dolara%20za%20jednu%20kinesku%20sportsku%20tvrtku.%20Konzultant%20za%20brendiranje%20Wei%20Kan,%20koji%20je%20radio%20s%20Converseom%20i%20Nikeom%20u%20Kini,%20ka%C5%BEe%20da%20se%20Anta%20istaknula%20jer%20joj%20je%20potpuno%20razvijen%20proizvodni%20centar%20omogu%C4%87io%20da%20dizajnira%20i%20prodaje%20cipele%20br%C5%BEe%20od%20konkurencije.%20Tako%C4%91er%20je%20bila%20me%C4%91u%20rijetkim%20kineskim%20tvrtkama%20koje%20su%20ciljale%20iste%20kupce%20kao%20i%20veli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vnost%20i%20vrijednost%20brenda%20Anta%22,%20poru%C4%8Dio%20je%20glasnogovornik%20tvrtke%20za%20BBC.\" target=\"_blank\">pi\u0161e hrva\u0161ki Index<\/a>.\u00a0<\/p>\n<p>Posel se je razvil v \u0161portnega velikana Anta Sports, podjetje, ki je zgradilo impresiven portfelj mednarodnih blagovnih znamk in \u017eeli konkurirati velikanoma Nike in Adidas. To je cilj, ki si ga je Ding jasno zastavil \u017ee leta 2005: \u00bbNe \u017eelimo biti kitajski Nike, ampak svetovna Anta.\u00ab<\/p>\n<p>Mo\u010dna prisotnost doma in prvi koraki v ZDA<\/p>\n<p>\u010ceprav ime Anta na zahodu \u0161e ni splo\u0161no znano, ima na Kitajskem ve\u010d kot 10.000 trgovin in sponzorira vrhunske \u0161portnike. Februarja je podjetje odprlo svojo prvo trgovino v ZDA, in sicer v presti\u017enem Beverly Hillsu v Los Angelesu.<\/p>\n<p>Njegova globalna \u0161iritev\u00a0v \u010dasu, ko Donald Trump s carinami posku\u0161a vrniti proizvodnjo v ZDA, ka\u017ee, kako konkuren\u010dne so postale kitajske dobavne verige.<\/p>\n<p>Vzpon iz \u00bbsvetovne prestolnice \u010devljev\u00ab<\/p>\n<p>Anta, kar pomeni \u00bbvarni koraki\u00ab, je bila ustanovljena leta 1991 v mestu Jinjiang v jugovzhodni provinci Fujian. Obmo\u010dje se je hitro preoblikovalo iz kmetijskega v industrijsko sredi\u0161\u010de \u2013 \u00bbsvetovno prestolnico \u010devljev\u00ab.<\/p>\n<p>V regijo so za\u010dela vlagati tudi velika podjetja, kot sta Nike in Adidas, kar je spodbudilo razvoj specializiranih proizvodnih grozdov. Do leta 2005 je samo provinca Fujian proizvedla skoraj petino svetovne obutve.<\/p>\n<p>Anta prihaja iz kitajske\u00a0province\u00a0Fujian, ki velja za\u00a0\u00bbsvetovno prestolnico \u010devljev\u00ab.\u00a0Do leta 2005 so tam\u00a0proizvedli\u00a0skoraj petino svetovne obutve.<\/p>\n<p>Od podizvajalca do globalnega igralca<\/p>\n<p>Anta je sprva proizvajala poceni obutev za globalne blagovne znamke, hkrati pa gradila lastno prepoznavnost na doma\u010dem trgu. Podjetje je postopoma spoznalo, da je ve\u010dja vrednost v lastni blagovni znamki kot v vlogi podizvajalca.<\/p>\n<p>Leta 2007 je Anta kotirala na borzi v Hongkongu in zbrala rekordnih 450 milijonov dolarjev.<\/p>\n<p>Podobno pot so ubrala tudi druga kitajska podjetja, kot so Xiaomi, DJI in BYD.<\/p>\n<p>Osvajanje zahoda z nakupi blagovnih znamk<\/p>\n<p>Anta danes cilja na zahodne trge. Na Kitajskem upravlja ve\u010d kot 12.000 trgovin, v tujini pa ve\u010d kot 460, z na\u010drtom \u0161iritve predvsem v jugovzhodni Aziji.<\/p>\n<p>Za premagovanje predsodkov o kakovosti kitajskih izdelkov je podjetje ubralo strategijo prevzemov:<\/p>\n<p>\tpridobilo je pravice za znamko Fila na Kitajskem,<br \/>\n\tleta 2019 je kupilo Amer Sports (lastnik znamk Arc&#8217;teryx in Salomon),<br \/>\n\tv lasti ima\u00a0 Wilson Sporting Goods,<br \/>\n\tletos pridobilo 29-odstotni\u00a0dele\u017e v Pumi.<\/p>\n<p>Izzivi globalne prepoznavnosti<\/p>\n<p>Kljub uspehu se Anta soo\u010da z izzivi, saj prevladuje\u00a0percepcija kitajskih izdelkov kot cenej\u0161ih ali manj kakovostnih. Hkrati obstajajo politi\u010dne napetosti med Kitajsko in zahodom, Kitajska pa\u00a0potrebuje\u00a0mo\u010dnej\u0161e\u00a0globalne\u00a0ambasadorje.<\/p>\n<p>\u010ceprav sodeluje z zvezdniki, kot sta Klay Thompson in Kyrie Irving, Anta \u0161e nima partnerstva, primerljivega z zgodovinskim sodelovanjem med Nike in Michaelom Jordanom.<\/p>\n<p>Prilo\u017enost v te\u017eavah konkurence<\/p>\n<p>Vzpon Ante prihaja v \u010dasu, ko se konkurenti soo\u010dajo s te\u017eavami. Nike in Adidas se spopadata s padcem povpra\u0161evanja in posledicami carin.\u00a0Medtem Kitajska pospe\u0161eno uvaja robotizacijo v proizvodnjo, kar dodatno pove\u010duje u\u010dinkovitost in konkuren\u010dnost.<\/p>\n<p>Odprtje trgovine v Beverly Hillsu ka\u017ee ambicije Ante na ameri\u0161kem trgu, vendar podjetje priznava, da je pred njim \u0161e dolga pot.<\/p>\n<p>\u00bbZavedamo se konkurence, vendar globalni trg \u0161portne opreme ni igra, v kateri lahko zmaga le eden. Prepri\u010dani smo, da bodo \u0161portni navdu\u0161enci prepoznali inovativnost in vrednost znamke Anta,\u00ab so sporo\u010dili iz podjetja.<\/p>\n<p>    <a class=\"se-card__wrap se-card--link\" href=\"https:\/\/www.dnevnik.si\/novice\/svet\/skoraj-kilometer-dolzine-in-242-metrov-visinske-razlike-zagnali-najvecje-tekoce-stopnice-na-svetu-2798948\/\" data-upscore-url=\"\" rel=\"nofollow noopener\" target=\"_blank\"><\/p>\n<p>        <img decoding=\"async\" class=\"se-image se-image--card\" src=\"https:\/\/www.europesays.com\/si\/wp-content\/uploads\/2026\/04\/Wide-profimedia-1066197235-400.webp.webp\" alt=\"Wushan,China.14th January 2026. The aerial photos captured the soon-to-be-operational Goddess Escalator (Shenn\u00fc Da Futi) located in Wushan County, southwest China's Chongqing Municipality, January 14, 2026. The Goddess Escalator project is built along the existing north-south urban central axis of Shenn\u00fc Avenue. It is a multi-level electric escalator system designed as a key vertical transit corridor for the city, with a total longitudinal length of approximately 905 meters, surpassing the Chongqing Crown Escalator. The total vertical lift height is over 240 meters, equivalent to the height of an 80-story building. The project includes 21 escalators, 8 elevators (including barrier-free bridge elevators), 4 moving walkways, 2 pedestrian footbridges, and 2 crossover passages. Once operational, travel time along the upper and lower sections of Shenn\u00fc Avenue will be reduced from nearly one hour to about 20 minutes, significantly facilitating daily commuting for residents and sightseeing for tourists. Credit: He Penglei\/China News Service\/Alamy Live News,Image: 1066197235, License: Rights-managed, Restrictions: Usage restrictions: Advertising and promotion,Commercial electronic,Consumer goods,Direct mail and brochures,Indoor display,Internal business usage,Personal use, Model Release: no\"\/><\/p>\n<p>wushan<\/p>\n<p>Skoraj kilometer dol\u017eine in 242 metrov vi\u0161inske razlike: zagnali najdalj\u0161e teko\u010de stopnice na svetu<\/p>\n<p>    <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Kljub uspehu se Anta soo\u010da z izzivi, saj prevladuje\u00a0percepcija kitajskih izdelkov kot cenej\u0161ih ali manj kakovostnih. Foto: iStock&hellip;\n","protected":false},"author":2,"featured_media":72420,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[22863,22858,3188,81,82,22860,22865,22859,22862,84,83,3467,62,37,58,60,38,22861,22864],"class_list":{"0":"post-72419","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-poslovni-svet","8":"tag-adidas","9":"tag-anta-sports","10":"tag-blagovne-znamke","11":"tag-business","12":"tag-economic","13":"tag-globalna-siritev","14":"tag-kitajski-trg","15":"tag-kitajsko-gospodarstvo","16":"tag-nike","17":"tag-poslovni","18":"tag-poslovni-svet","19":"tag-prevzemi","20":"tag-si","21":"tag-slovene","22":"tag-slovenia","23":"tag-slovenija","24":"tag-slovenscina","25":"tag-sportna-obutev","26":"tag-trgovine-v-zda"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@si\/116477621995421755","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/posts\/72419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/comments?post=72419"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/posts\/72419\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/media\/72420"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/media?parent=72419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/categories?post=72419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/si\/wp-json\/wp\/v2\/tags?post=72419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}