By Lining, "Low Tide" &Nbsp; Anta Wants To Be The Local Sporting Goods Boss.

Competition in sports industry is extremely fierce.

Anta announced its first half results in 8, and its turnover increased by 28.9% to 4 billion 450 million yuan over the same period.

If annual growth can be maintained for the first half of the year, it is expected that Anta will exceed Li Ning Co this year for the first time on domestic sporting goods.

For the first half of the performance, Anta correspondent said that although the performance of some individual companies slowed down, but the sporting goods industry still has many opportunities, Nike and Adidas's rapid growth in recent performance has proved this point.

Previously, Li Ning Co announced that the sales volume of the latest quarterly order will decline, and its annual performance will be reduced by about 5%.

This is related to Lining's market strategy last year. He changed the new trademark without noticing many dealers, which caused a large backlog of old standard products.

In 2010, Li Ning Co revenue of 9 billion 479 million yuan, such as 2011 income decreased by 5%, will be about 9 billion yuan.

Anta's turnover in 2010 is 7 billion 410 million yuan. If the growth rate is 28.9% in the first half of the year, the total revenue in 2011 will exceed Li Ning Co, reaching 9 billion 500 million yuan.

However, Anta is also under some pressure, including cost pressures.

In order to reduce the impact of labor costs and other factors, Anta has opened new factories in Anhui, Henan and other places.

Half year report shows that in the first half of this year, the cost of Anta production was 2 billion 546 million yuan, compared with 1 billion 943 million yuan in the same period last year, an increase of 31% over the same period last year. By the above factors, the gross profit margin of Anta products was 42.8%, compared with the same period last year, a decrease of 0.9%.

There was a rumor that a large factory in Dongguan, Guangdong, was forced to close down due to tight funding chains. The people concerned were not familiar with the situation of the factory. Besides, Anta's cash flow was no problem, and it would not default on the money of the foundries.

The semi annual report shows that Anta's trade and other payables amounted to 1 billion 192 million yuan, an increase of about 120 million yuan compared with 1 billion 71 million yuan in the same period last year.

In addition, Anta's cash and bank balances in the first half of this year were 4 billion 373 million yuan, an increase of about 160 million yuan compared with 4 billion 214 million yuan in the same period last year.

The number of Anta brand stores has slowed down. In the first half of this year, the number of Anta brand stores increased by 295 to 7844, and the number of stores increased by 461 in the same period last year.

The reduction in the number of stores may slow Anta's performance.

According to industry sources, from Anta's latest quarterly order meeting, the revenue of this quarter increased by 15%, of which 5% came from the growth of sales volume, and the other 10% came from the improvement of unit price. The sustained growth of performance is not a smooth road, including how to enhance the performance of FILA.

According to the introduction, Anta brand is mainly for the consumers of the two or three tier cities in China. Anta also hopes to build its own high-end brand, and it can take a firm foothold in the first tier cities, and the FILA brand has undertaken this task.

As of June 30, 2011, FILA has opened nearly 200 stores in the first and second tier cities nationwide, and Anta's annual goal is to open 300 stores.