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

Sports Supplies industry Shuffle has arrived ahead of schedule -- Interview with Anta chief operating officer Lai Shixian

Reporter: now the global stock market is dropping very much. Anta's stock price has also been greatly affected. What kind of impact do you think the weakness of the 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. Under the pressure of inflation and rising cost of raw materials, the timing of shuffling of China's sporting goods industry has arrived ahead of schedule. This is a good opportunity for Anta, a powerful and cash intensive company. We will consider mergers and acquisitions. enterprise However, it is not easy to disclose specific acquisition targets.

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 keep it? Anta Continued rapid growth, so that Anta's growth rate is higher than the average level of the industry, to bring greater returns to shareholders is the most we consider.

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.