Lai Shixian: Anta Is Positioned As A Brand Management Company.

October 18th, the sporting goods industry shuffle has arrived ahead of schedule - Interview Anta Chief operating officer Lai Shixian

Reporter: now the global stock market is dropping very hard, Anta. Price of stock It has also been greatly affected. What impact do you think the weakness of capital market will have on Anta's development?

Lai Shixian: this year, the global capital market has not performed well, and Anta's share price has shrunk by nearly half. But what I want to say is that Anta's performance is better than the market average level from listing to now, which is the affirmation of the capital market for Anta's development.

In the past, the market environment is good, all enterprises have survival opportunities. Now the development environment has changed. Material Science Under the pressure of rising costs, the timing of China's sporting goods industry shuffling came ahead of schedule. This is a good opportunity for Anta, a powerful company with lots of cash in hand. We will consider mergers and acquisitions of some enterprises based on consideration, but the specific acquisition objects can not be disclosed.

Reporter: the achievements of Anta in the past year are obvious to all. As Anta management, what challenges do you think Anta will face in the future?

Lai Shixian: Anta's sales are bigger and bigger now. How to maintain Anta's rapid growth, so that Anta's growth rate is higher than the average level of the industry.

In addition, Anta's brand awareness is very high now, but how to improve Anta brand reputation in design, sales, advertising and other aspects is the top priority of Anta's brand development. Enhancing brand reputation will be the way for Anta to go for a long time.

Reporter: Nike, Adidas and other international sporting goods brands have completely outsourced production. Why does Anta continue to invest in building footwear production lines and garment production bases?

Lai Shixian: at present, Anta has 20 footwear production lines and 2 garment processing bases, the footwear production rate reaches 70%, and the clothing production rate reaches 10%. The goal of Anta is to reach 50% of the comprehensive production rate of shoes and garments.

Anta's positioning is "brand management company". This is a very clear understanding of Anta's top management. Lai Shixian said repeatedly in the 2 hours of the interview: "we will not consider business that is not related to brand management".

There are many other examples. In May of this year, Anta sold the international brand retail business of Shanghai frontline, which Lai Shixian believed was mainly due to the fact that retail business was not in line with Anta's brand management company.

As Shanghai forward is sold, Anta's original funds for this business will change its uses. Lai Shixian said the money will be used to acquire or operate international sports apparel brands.