Anta: Brand Effect Drives Enterprise Development

As the public

,

(02020.HK) since its cooperation with the Chinese Olympic Committee in 2009 and become the "2009-2012 year Olympic sports apparel partner of the Chinese Olympic Committee", the brand effect has soared.

The annual report shows that

The turnover in 2008, 2009 and 2010 were 4 billion 626 million yuan, 5 billion 874 million yuan and 7 billion 408 million yuan respectively, and the net profits were 894 million 800 thousand yuan, 1 billion 250 million 900 thousand yuan and 1 billion 551 million yuan respectively.

Among them, sales revenue in 2010 increased by 26% compared to the same period last year, and net profit increased by 24%.

The main reason for the increase in turnover is that the sales of footwear and clothing increased by 10.9% and 27.1% respectively compared with the previous year, while the average selling price increased by 4% and 8.8% respectively.

Haitong International believes that by brand,

Accounting for 92% of the total income, sports life series, children sporting goods, Fila and sales to overseas customers account for the rest.

"We have provided a full set of award winning equipment for the 10 major international comprehensive games of the Chinese sports delegation, such as the 2010 Asian Games in Guangzhou and the 2012 London Olympics."

In May 13th, Zheng Jie, President and executive director of Anta sports brand, told the China Economic Times reporter: "in real sense, the brand of Anta is closely linked with the honor and image of the country. The significance of the brand is far higher than the significance of doing business."

According to the briefing, by the end of this year,

The sports brand, sports life shop and children's shop add up to more than 10000 stores.

"We still feel that the most important growth point for the future is in the two or three tier cities, the first tier cities are relatively saturated and developed earlier."

Zheng Jie told reporters, "our brand can survive because there are better places than international brands. The first is the distributor's operation structure, the store can go deep into the local construction, and the second is the strong support for franchisees. The discount rate of the international brands to the first line distributors is 42% off, and the franchisees may be 42% off to 40% off, so Maori space is very low."

Besides,

We have expanded the market from width and depth, and strengthened the management of many small dealers.

"There are stores in two thousand and two hundred counties and cities in China, which can not be done by big distributors alone. There needs to be network support, so there are small dealers."

Zheng Jie said whether distributors can be ordered on a quarterly basis, whether the number of shop opening is increasing or how efficient the store is, is that distributors need guidance and guidance from franchisees.

"In terms of growth, I think from four matches, strategic matching, team matching, supplier matching, dealer matching".

Zhang Tao, vice president of Anta sports, told our reporter that "if the dealer's ability is not keeping up with the standard, the standard of store will not be implemented. The speed of commodity feedback will not be so fast, and the sales policy can not be carried out well."