How Did Anta Achieve Super Stores In 2017?

According to the world clothing shoes and hats net, in February 27th,

Sporting Goods Co., Ltd. (hereinafter referred to as "Anta sports"; Stock Code: 2020.HK) released its annual report in Hongkong in 2017, and its annual report shows that its performance has created the best in history.

During the period, the realized income was 16 billion 690 million yuan (the same below), an increase of 25.1% over the same period last year, the profit attributable to shareholders increased by 29.4% to 3 billion 90 million yuan, and gross margin increased 1 percentage points to 49.4%.

At the same time, its free cash inflow increased by 40.3% to 2 billion 660 million yuan, and the net cash position was 9 billion 410 million yuan.

2017 throughout the year, Anta group sold more than 60 million pairs of shoes, more than 80 million clothes, more than 10000 stores, broke 10 million members, and directly created more than 100 thousand employees.

Anta's market value exceeded 100 billion Hong Kong dollars, ranking third in the global industry.

Consumer oriented brand upgrading

In 2017, Anta upgraded its resources around consumer demand, integrated resources, and launched a series of activities.

Upgrade.

In the United States, Japan and South Korea respectively set up or strengthened the three largest.

The center makes Anta brand more "high value sense", from product design, fabric selection and application of sports technology to the change of consumer demand.

New technology shoe explosive products such as A-Livefoam, A-Flashfoam and A-Flashfoam have been launched throughout the year, and Anta has promoted product upgrading to younger and high value products through product design and sports stars such as Zhang Jike and Chen Penbin in basketball, running and comprehensive training.

Along with the changes in consumers' shopping habits, Anta has further promoted the sales of shopping centers and department stores while consolidating traditional sales channels. In 2017, Anta's eight generation stores had over 1100 stores, which brought different consumer experiences to consumers from the overall style and store display. After the upgrade, it brought significant sales growth, and many new stores also achieved the best performance of single store sales.

In 2017, Anta launched Clay Thompson's "Crazy" marketing campaign, making full use of online and offline channels to create brand reputation and bring about business growth.

"To be crazy" has attracted more than 77 million reading at sina micro-blog, and has attracted more than 30 million online viewers through the global live video streaming media, strengthening the leading brand status of Anta.

Anta KT3 limited edition basketball shoes have been robbed by basketball lovers. The price of KT3, which sells for RMB 999 yuan, has reached the price of nearly RMB 6000 yuan, and it has become an explosive product.

Anta group has become one of the important engines of group growth.

Also led Anta in the "new retail" field on the "human freight yard" new exploration.

In the "double 11" business war of 2017, Anta's record of nearly RMB 700 million yuan refreshed the electricity supplier's record of Chinese sports brand, ranking the third of Tmall.

Anta's product design, procurement and cross-border cooperation on the electricity supplier has formed a unique "online business mode" that integrates online and offline, bringing about the rapid growth of e-commerce business, while online business has also promoted the participation of offline businesses in marketing.

At the same time, to speed up the layout of the supply chain, Anta deepened the "fast reverse mode" to quickly meet the changes in consumer demand.

Implementing the strategy of "single focus, multi brand and all channels"

In 2017, Anta continued to improve the layout of multi brand matrix.

During the period, the group bought KINGKOW, a famous children's clothing brand in Hongkong (Xiao Xiao cattle), and opened a multi brand strategy for children's sporting goods market.

In addition, the group has included many brands such as Anta, Anta children, FILA (Fei Le), FILA KIDS, DESCENTE (Desanto), SPRANDI (Spandi), KOLON SPORT (etc.), covering professional sports to mass sports, from high-end leisure to urban strides, to meet the needs of different consumers.

Many new brands of Anta group have become the upstart of the market.

Le (including FILA KIDS) has 1086 stores, and a series of cross-border products launched by Fei Le, such as FILA Ginny series, Jason Wu x FILA, Staple x FILA, and Staple and so on, not only expanded the product mix, but also received the branding of consumers. At the end of 2017, the brand new brand was launched. The brand attracted the majority of young consumers and the business grew rapidly. In the first year of its establishment, Desanto entered more than a dozen top shopping malls and shopping centers including Beijing and Shanghai, and 64 existing stores. New brand Pandey, Ke Long and Xiao Xiao ox have also become the new growth point of multi brand matrix, and the relocation of brands for different consumer groups has begun. Fei

Sign the Olympic Games and enter the market of "white ice and snow sports" again

Since the London Olympic Games held the Chinese Olympic Committee in 2009, Anta has been traveling with the Chinese Olympic Games.

In September 2017, Anta announced that it has become the official sports apparel partner of the 2022 Winter Olympic Games and the winter Paralympic Games in Beijing. It has become the highest level sponsorship level of the 2022 Beijing Winter Olympic Games, and has joined hands for the Olympic Games for 16 years. It has become the first Chinese Sports brand to sponsor the local Olympic Games.

Anta has also been brought into the new business blue ocean "white ice and snow sports" market.

During the Winter Olympic Games in Beijing, the participation of ice and snow sports will increase from less than 20 million to 300 million.

In 2017, Anta launched skiing equipment suitable for mass ice and snow sports, and launched a series of marketing of "Pingchang Winter Olympic Games" in 2017, which enhanced the appeal of Anta brand in the market.

Ding Shizhong, chairman and chief executive officer of Anta group's board of directors, said that Anta will accelerate brand upgrading in 2018, especially the upgrading of Anta brand will increase our competitiveness in China's hundreds of millions of middle class and young consumer groups.

Let Anta become the brand that consumers want to buy.

At the same time, 2018 will be the year of Anta group's "innovation and empowerment, multi brand comprehensive efforts". It should have the ability to innovate with the international level. It is not only a favorite brand of Chinese consumers, but also a symbol of Chinese brands going to the world.

Of course, Ding Shizhong also made clear that Anta will promote the practice of "new retail" in the multi brand practice of the whole group and speed up the trend of consumption upgrading in the field of people's freight yard and so on.

Improve Anta's market share in running, boxing, basketball, women's fitness, comprehensive training and skiing.

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