From The Anta Annual Report To See The Overall Slowdown In The Expansion Of Sports Goods

　　 Anta Sports released the 2011 Annual Report. Data show that in 2011, Anta's turnover increased by 20.2% to 8 billion 900 million yuan, and the profit attributable to shareholders increased by 11.5% to 1 billion 730 million yuan, with a basic profit of 0.6937 yuan per share during the period. In the background of the general increase in the cost of manpower and raw material costs, Anta's gross profit margin in 2011 also dropped 0.5 percentage points to 42.3%.

As domestic sporting goods industry The wind vane, Anta's 2011 Annual Report and the relevant disclosure information about the brand strategy in 2012 represent the future trend of the sporting goods industry to a certain extent. In the context of slowing down of the national economy, how can Jinjiang brand adjust its pace and seek other ways to maintain its good performance by expanding its terminal and increasing sales performance? Is Anta's inspiration to us? In the face of fierce competition in the sporting goods industry, how should the small and medium-sized brands break through? The industry hall has invited experts and professionals to discuss the above topics.

Guests of this session:

Yuan Wei, manager of public relations, Anta (China) Sporting Goods Co., Ltd.

Zhang Yiyu, brand manager of wild power (China) Co., Ltd.

Jiuzhou peer brand planning expert Guo Hanyao

The shop speed should be adjusted according to the actual situation.

Reporter: some people in the industry have pointed out that the development of local sporting goods enterprises has encountered certain bottlenecks. Especially under the premise of the sharp rise in commercial rents, the growth rate of the number of stores has slowed down significantly, which will slow down the pace of business growth. Anta also said in its annual report that in the face of a rapidly changing market environment, the company believes that upgrading store efficiency is more important than increasing the number of stores. As of December 31, 2011, the number of Anta stores increased by 229 to 7778 over the same period last year. According to Anta's network expansion plan, the number of Anta stores is expected to reach 7800 to 8000 by the end of 2012, and the number of sports life shops will reach 800 to 900. What do you think of slowing down?

Guo Hanyao: Anta will expand the sales network more prudently, and strategically adjust the number of new stores. We can not simply believe that this is the signal of slowing down the development of the industry, which can only represent the stage of brand adjustment. Under normal circumstances, the expansion of traditional shoes and clothing brand terminal is one year to slow down for a year. After all, the new terminal needs system maintenance, which improves the rate of open shop and the profit rate of single store sales.

In fact, Guirenniao Last year, the success rate of new shops opened up significantly, the channel structure continued to improve, and more efficient shops appeared, such as Guangxi, Hezhou and Guigang. Therefore, we should not just look at the leader. When we formulate the annual marketing plan and development strategy, we should give full consideration to the development stage of the brand and what song to sing. As far as I am concerned, Anta is strategically adopting flexible arrangements to help enterprises maintain the competitiveness of the sales network.

Yuan Wei: in view of market changes and increasing competition in the industry, Anta has adopted more flexible arrangements for new and integrated shops to improve the efficiency of distribution networks. In the face of a rapidly changing market environment, Anta believes that upgrading store efficiency is more important than increasing the number of stores. Therefore, in 2011, Anta cautiously enhanced penetration in high growth potential areas and integrated smaller shops.

Anta will further optimize the management system and work closely with distributors and franchisees to monitor retail performance effectively so as to identify and deal with channel problems early. In addition, it is also working with the popular e-commerce platform to set up an official flagship store in the shoe store and Jingdong, so that Anta's e-commerce business will gradually spread more footprints on the Internet to attract more online shoppers' attention to Anta products. {page_break}

Industry development space is still very large.

Reporter: in the context of the industry's general rise in the cost of manpower and raw material costs, Anta's gross profit margin in 2011 also dropped 0.5 percentage points to 42.3%. Prior to Lining's performance forecast, it is expected to decline by 9 billion 479 million yuan compared with the 2010 revenue of 6%~7% of about 8 billion 800 million yuan, net profit will also decline by 1 billion 100 million yuan in 2010 7%~8%. The two leading domestic companies all have a downward trend. What will be the pattern of the domestic sporting goods industry in 2012? How can the SMEs survive?

Yuan Wei: the cake of China's sporting goods industry is still very huge. In the end, who will get the biggest piece of cake will depend on practicing hard work. We know that in the United States, the two major sports brands of NIKE and ADIDAS occupy 70% and 80% of the market share. In China, no sporting goods brand can occupy 10% of the market share. The space for development is still full of great potential, and everyone has entered an era of integration of "big fish and small fish".

Zhang Yiyu: I believe that the current sports industry has entered the era of no mention of price increase. In the face of relatively saturated market, the development enterprise must achieve two breakthroughs and no longer achieve a short-term effect through a breakthrough. We must ask for systematic improvement in brand management, product development, production management and so on. Of course, the product should be the basic point, and the core technology will become the competitive advantage of the product. After that, it is the key to refine the marketing highlights.

There is also such an assumption that two or three small and medium sized brands are now facing the dilemma of insufficient funds. Can we consider the refinancing and listing of several brands? For example, del Hui, Fei Ke, or add Meck to re organize, reintegrate capital according to the rights issue dividends, and carry out a series of brand operation. In this way, the group will have different brands of positioning differentiation, and the terminal life hall can be launched through one-stop shopping mode, so as to raise the profit rate of the single store operation. The return to the company can not only save the company's labor cost, but also improve the management of the R & D team and enhance the overall strength of the enterprise.