Core Viewpoint - Anta Group is intensifying anti-corruption measures in high-risk areas by implementing multiple initiatives such as internal audits and inspections, aiming to combat corruption effectively by 2025 [2][5] Group 1: Anti-Corruption Measures - By August 2025, Anta has dismissed 74 employees for serious misconduct and referred 46 individuals (21 internal, 25 external) to judicial authorities, including one at the president level and 14 at the director level [2] - The company has established a "career tracing mechanism" to hold employees accountable for misconduct regardless of their employment status [2] - Anta has formed an "Integrity and Ethics Committee" and revised six core systems, including anti-corruption and supplier compliance management [5] Group 2: Supplier Management - Anta collaborates with various organizations to create a cross-industry corruption blacklist sharing platform and implements punitive measures against non-compliant suppliers [5] - The first blacklist published in February 2025 included 10 non-compliant suppliers [5] Group 3: Financial Performance - In the first half of 2025, Anta reported a revenue increase of 14.3% to 38.544 billion yuan and a net profit rise of 14.5% to 7.031 billion yuan [6] - The FILA brand saw an 8.6% revenue increase to 14.18 billion yuan, while other brands experienced a significant revenue surge of 61.1% to 7.41 billion yuan [6] - Anta's subsidiary Amer Sports reported a revenue of approximately 19.457 billion yuan, a year-on-year increase of 23.46% [6]

Core Insights - The article discusses the emergence of three brands, Arc'teryx, Kolon Sport, and Descente, as symbols of identity among the new generation in the Chinese workplace, referred to as the "three treasures within the system" [1][2] - It highlights the complex interplay between user-driven cultural narratives and the strategic role of Anta Group in amplifying these trends [2][14] Group 1: User Psychology and Brand Positioning - Understanding the "three treasures within the system" requires insight into the core psychological needs of users, where understated luxury is preferred over ostentatious displays of wealth [3] - These brands fill a market gap by allowing users to subtly showcase taste and identity, with cultural meanings and "mystical" connotations assigned by users themselves [3][12] Group 2: Brand Specific Insights - Kolon Sport's logo, resembling upward arrows, has been interpreted by users as a "promotion tree," serving as a workplace talisman that provides emotional value [6][4] - Descente's logo, featuring downward arrows, is humorously associated with the idea of "rooting down and caring for the masses," reflecting a professional yet relaxed identity [9][7] - Arc'teryx is seen as a symbol of status and qualifications within specific circles, with color codes representing different levels of authority [12][10] Group 3: Anta's Strategic Role - Anta Group's strategy involves a two-step approach: positioning its product matrix to capture the high-end market and amplifying user-generated narratives [15][20] - The company has successfully integrated brands like Descente and Kolon Sport into its portfolio, enhancing its appeal to various consumer segments [16][17] - Anta's marketing strategy focuses on subtlety, aligning product features with user needs without overtly claiming the "three treasures" identity [19][20] Group 4: Market Performance and Impact - The financial performance of Anta's "other brands" segment, which includes Descente and Kolon Sport, has shown remarkable growth, with a 77.6% year-on-year increase in revenue, reaching 3.25 billion RMB in the first half of 2023 [21][20] - Descente has surpassed 5 billion RMB in annual revenue, while Kolon Sport is also experiencing rapid growth [21][20] Group 5: Conclusion and Future Implications - The phenomenon of the "three treasures within the system" illustrates a successful collaboration between user-driven narratives and brand strategies, highlighting the importance of listening to consumer needs [23][24] - The article raises the question of which brand will next emerge from user-driven narratives, suggesting a continuous evolution in consumer identity and brand engagement [24]