Anta Striving For Sales And Brand Double First

　　安踏體育（2020.HK）副總裁張濤5月20日在接受中國證券報記者專訪時表示，公司今年四季度訂貨會情況好于上季度，無論管理層還是經銷商均對未來的市場充滿信心。

"I believe this year's sporting goods industry will grow better. Anta's goal is to become the double first in sales and brands in the Chinese market by 2013."

Zhang Tao said.

Orders will show optimistic expectations of performance.

The annual quarterly order of Anta sports will be regarded as a barometer of the company's future sales performance.

Zhang Tao, vice president of Anta, said that the growth of orders in the fourth quarter of 2010, which has just ended, is better than that in the third quarter of this year, showing dealers' optimistic expectations for the future market.

Zhang Tao said that compared with the market environment in 2009, the state related consumption policy has brought certain opportunities to the sporting goods market. This year is also a "sports year". The "inspiring effect" produced by major sports events such as the Winter Olympic Games and the Asian Games will also create more opportunities for the development of commodity manufacturers.

According to people familiar with the matter, in the four quarter of the order meeting, Anta's clothing products increased by an average of around 10%, and the price of shoes increased by about 5%.

Zhang Tao explained that at this order meeting, Anta launched the licensed products for the November Asian Games. The design and raw materials use of these licensed products are more excellent. The increase in the added value of the products will lead to higher retail prices than other products of the company. Moreover, the current company's raw materials and labor costs have risen more rapidly.

Guotai Junan research report pointed out that the increase in product prices will make Anta's gross profit margin steady and steady this year, and it will also enhance the profitability of the company.

Anta's gross profit margin increased 2.1 percentage points to 42.1% in 2009, and net interest rate increased 2 percentage points to 21.3%.

In 2009, Anta realized a net profit of 1 billion 250 million yuan, an increase of 39.8% over the previous year, which has surpassed Lining (2331.HK)'s 945 million yuan level in 2009, but sales still lagged behind Lining.

Sporting goods market is huge

The general office of the State Council recently issued the "guiding opinions on accelerating the development of sports industry", which proposed that by 2020, China's sports industry will form a market scale of 2 trillion yuan, cultivate a number of sports competitive enterprises and enterprise groups with international competitiveness, and form a batch of sports products brand with Chinese characteristics and international influence.

Zhang Tao said that the public's awareness of health and the development of urbanization will lead to income and economic growth, which is conducive to the development of the sporting goods market. At present, the per capita consumption of sports goods in western countries is 300-500 dollars per year, while the per capita consumption of domestic products is less than 100 yuan, indicating that the domestic sporting goods market has huge market increment space. "In 2012, the scale of domestic sporting goods market will rise from 130 billion yuan last year to 130 billion yuan. The business opportunities of prying are huge. With the accelerated pace of integration of sports goods market, the growth space of leading sports goods brands will become larger and larger market share."

Guotai Junan reports that Anta's strategy of building a brand will enhance brand reputation and retail terminal performance, and ensure long-term growth in the company's performance.

In addition, when it comes to competition with international brands, Zhang Tao said: "compared with international brands, we have different brand positioning and market consumption groups. As a representative of local sporting goods companies, we have a better understanding of domestic consumer market orientation and can make timely market reactions."