Anta Is Actively Improving Its Distribution Network &Nbsp And Implementing Multi Brand Strategy.

With the release of Anta Sports Products Limited's 2010 earnings report, it is easy to see that the turnover of the company has increased significantly, reaching RMB 7 billion 410 million yuan, up 26.1% compared with 5 billion 870 million yuan in 2009, while the profit growth of shareholders should be 24% to 1 billion 550 million yuan per person, with a profit of 62.21 RMB per share.

In the face of the substantial increase in corporate profits, Ding Shizhong, chairman and chief executive officer of Anta sports board, said: as the domestic economy continues to grow and wages rise, the mass market population and purchasing power of consumers continue to grow. Healthy distribution networks bring outstanding retail performance to Anta.

Anta sports said that a healthy and efficient distribution network is closely related to its sustainable development.

With years of effort, Anta has established a complete distribution network and a retail management system, and mastered and monitored the retail level.

At the same time, Anta has established close cooperation with regional distributors and distributors to enhance network execution capability.

According to Anta's earnings report, Anta group has 3 area management centers, with 7 operational divisions, with 60 regional distributors. The sales team can effectively monitor and provide guidance for franchisees to ensure adequate communication with the retail level.

It is reported that Anta will locate the mass market, and continue to strengthen its penetration in the high growth potential area during the year. It will pay special attention to the development of the two or three line market and better grasp the opportunities brought by urbanization and national wage increase.

As of December 31, 2010, the number of Anta stores increased by 958 to 7549 over the previous year.

At the same time, Anta has continuously optimized its store area and lots to enhance its retail performance and brand image. The total sales area and average sales area of each shop are about 872000 square meters and 116 square meters respectively.

In addition, Anta is also working with Taobao, Le Tao and Amazon to welcome online shopping consumers.

Multi brand strategy

With the improvement of national income level and purchasing power, a group of consumer groups with higher quality and tastes have been created. Now consumers are more willing to spend money on brands with differentiated image and value for money.

This trend is expected to benefit the development of the mass market and drive the high-end market in the long run. Therefore, Anta will adopt a multi brand strategy to enable it to cope with the needs of the market segments and seize the huge market opportunities.

Anta said it will combine professional sports products (especially basketball and running series) with mainstream sports and important events.

As a strategic partner of the Chinese Olympic Committee, Anta sports will launch a series of products of the Chinese Olympic Committee to enhance the correlation between Anta and the Chinese Olympic Committee and consumers.

Anta has noted the great potential of women, children's sporting goods and youth market, and further enriched women's, children's sporting goods and life sports series to meet the rising demand.

While continuing to expand public business, Anta will reinvent FILA brand, optimize its product mix and network coverage, and extend its business to high-end market.

At the same time, Anta will continue to expand business opportunities through market and product diversification strategy.

Anta will continue to improve its elastic adhesive and other proprietary technologies, such as flexiability, foot support and stabilization technology, to provide consumers with more products and styles.

According to the introduction, Anta launched more than 2100 new shoes, 3700 costumes and 2000 accessories on the market to meet the needs and needs of different consumers.

In addition, cooperation with the Chinese Olympic Committee and the Chinese sports delegation will provide Anta with an ideal platform and advanced research and development technology and materials, so as to establish a good foundation for the future application of new technologies to the mass market.