Sports Brand Speed Up Layout, Environmental Protection Product Anta Hand In Hand With WWF

Sports brand is putting the idea of environmental protection into action.

Recently, Anta announced its cooperation with WWF, including wildlife protection, global biodiversity conservation and sustainable development. Adidas and Nike are also accelerating the layout of environmentally friendly products. In the future, more and more environmental protection clothing will appear in the public life.

　　 Anta holds the World Wide Fund for nature

In March 27th, Anta announced a long-term cooperation with WWF to promote the concept of "walking with nature".

It is reported that WWF is one of the international non-governmental environmental protection organizations. The organization was founded in 1961 and is headquartered in Switzerland. As the first international non-governmental organization invited by the Chinese government to protect China, WWF's work in China started with giant pandas and their habitat conservation.

It is understood that Anta is the world's first sports brand in collaboration with the World Wide Fund for nature. In March 28th this year, "Earth Hour" campaign, Anta became the world natural fund's chief public interest partner.

Anta attaches great importance to environmental protection. Public information shows that, in terms of production, Anta's carbon emissions have been decreasing year by year, and by the end of 2018, it has been reduced by 36.7%. The company also eliminated coal and diesel, replaced steam driven equipment with coal-fired boilers, and gradually reduced reliance on fossil fuels. Product materials, as of the end of March this year, a total of 16 million Anta clothing using Solo's environmental fiber fabric. In addition, Anta's total use of fluorine free waterproof fabrics has reached 4 million, and the total number of garments made of organic cotton fabrics has reached 2 million 930 thousand.

It is reported that in the first quarter of this year, Anta recycled coffee residue into polyester fiber spinning, recovered 100 tons of coffee grounds, developed an environmental friendly coffee yarn series, and realized waste recovery and reuse.

　 Sports brand pays attention to environmental protection products

In addition to Anta, Adidas, Nike and other international sports brand giants are also accelerating the layout of environmentally friendly products. It is reported that in Adidas launched last July Adidas by Stella McCartney series dress, there is a Infinite called "Infinite". Hoodie's environmentally-friendly material is used as the raw material of the sweater, but Adidas did not simply clean it up. Instead, it used a technology called NuCycl to purify the old cotton fabric and produce new fabrics of high quality.

It is reported that this technology comes from the start-up company Evrnu, founded in 2014, and they cooperate with the sports brand for many years to study related technologies. Evrnu hopes to use this technology to produce clothing this year.

Nike also announced an innovative material called NikeFlyleather. This material is made from 50% recycled natural leather fibers and water, which can reduce waste of resources. Not only that, Flyleather is 40% lighter than ordinary leather, its durability is five times that of ordinary leather, and its water consumption has also been saved by 90%.

The American sports brand Allbirds's shoe products are made of three kinds of materials, New Zealand Merino wool, South African Eucalyptus fiber and Brazil cane. Its products are characterized by low carbon, environmental protection and renewable. At present, the sports brand has opened shop in Shanghai's Xingye Tai Gu Hui.

　　 Environmentally friendly products lack price advantage

Liu Liang, a clothing industry expert, told the China Daily News that for the sports brand, the layout of environmental protection products is a positive and positive way of marketing. But he also said that environmental products are not competitive enough in terms of price.

According to last year's Nosto survey of e-commerce service and marketing platform, 73% of respondents wanted the brand to use recyclable materials, which meant that the product design that promoted social progress and more beneficial to sustainable development could stand out and be more attractive to current consumers.

PWC's "millennial generation and Z generation comparative observation report" also came to a similar conclusion - about 37% of people are willing to spend more money to buy more responsible products, whether the brand has a more sense of social responsibility in the social livelihood of the people, or the environmental concerns in the production process. But the millennial and Z generation comparative observation report also shows that although 60% of the millennial generation are interested in products labeled "sustainable" labels, only 34% of the people actually buy it.

Liu Liang told reporters that the emergence of this phenomenon is mainly due to the lack of competitiveness of environmental products in terms of price. Many consumers are more sensitive to price and are not necessarily willing to spend a lot of money on a pair of green sports shoes.

Guo Hesheng, Secretary General of China Light Industry Enterprise Management Association, told the China Commercial Daily reporter that in general, the first five years after the launch of the products were products' high price period. But when the technology is mature enough and the scale of industry is large, the cost of products will be reduced.