Anta Is Shrouded In Olympic Glory, But The Marketing Effect Needs To Be Treated Rationally.

Although the stock price of Anta fell in August 7th (close to 4.61 yuan, or nearly 5%), it announced its semi annual report on 6, and the stock rose 17.15% in the Olympic scenery.

Yesterday, Ding Shizhong, chairman of Anta Sports Bureau, said in an interview with the media that Anta is proud that Chinese athletes wear their own brand clothes to participate in the Olympic Games and will continue to cooperate with the Chinese Olympic Committee in the future.

Semi annual report

Decline in performance

Anta sports 6 released the first half of the financial report shows that the turnover of the company was 3 billion 934 million yuan, down 11.6% compared with the same period last year, gross margin was 1 billion 644 million yuan, down 13.7% compared with the same period last year; net profit attributable to shareholders of listed companies was 770 million yuan, down 17% compared to the same period.

Meanwhile, Anta expects the amount of orders in the first quarter of 2013 to decline by 20%-30%.

Data show that the three major businesses of Anta have declined to varying degrees, with the sales of accessories business falling by 15.9% compared with the same period last year, and the revenue of footwear and clothing business decreased by 12.3% and 10.6% respectively.

In terms of gross margin, the accessories business fell 4.9 percentage points, while the gross margin of the other two businesses declined slightly.

In addition, due to the increase in staff costs, R & D costs and actual tax rates in the first half of, the decline in the company's interim results was greater than the decline in revenue (11.6%).

In a semi annual report, Anta pointed out that profits were seriously affected by high inventory and large discount products.

In addition, Anta has forecast the weakness of consumption during the reporting period, thus reducing the volume of shipments to distributors. This is also the reason for the serious decline in revenues.

On the 6 day, the Chinese team has harvested 61 medals. As the Chinese delegation's Olympic award dress sponsor, Anta's exposure in the media can be seen as boundless. The announcement of the semi annual report has helped increase the stock price. The 17.15% increase on that day has set a small upsurge in the stock trend for this time.

Olympic marketing

Not short-term behavior

"Yesterday's announcement results, stock rising, do not rule out the Olympic marketing may be related to the benefits."

On the morning of 7, Ding Shizhong said in an interview at Anta headquarters in Quanzhou, "but we can not expect too much of the Olympic effect."

Ding Shizhong believes that Anta's sponsorship of the London Olympic Games is not just a short-term behavior.

"In fact, since 2009, we have been the cooperation partners of the Chinese Olympic Committee. The four year is a cooperative cycle. Only this year, the media exposure will be a little higher and more, and more attention has been drawn."

He said, "I started with sports clothes and wanted Chinese athletes to wear their own brands.

"I feel very proud that Anta can become a Chinese delegation's award dress provider. I didn't feel this way when Anta's performance was close to ten billion."

Ding Shizhong said that despite the outsider's view, "champion dragon clothing" is just a set of clothes, but in fact, it contains a lot of technology elements.

"For example, the fabric of clothing also has many functions, such as cold resistance, wind protection, rain prevention, breathability, degradation, and so on. In addition, laser technology has been used in the design of the garment, with a lot of scientific and technological content.

In fact, sponsoring the Olympic Games itself is a high demand for technology upgrading of enterprises, so that the comprehensive ability of enterprises can be strengthened, and we can not simply see the short-term benefits brought by Olympic marketing.

He believes that the Olympic Games belong to all enterprises, "there are many sporting goods enterprises in Quanzhou also conduct Olympic marketing, which is actually upgrading the regional industry, so that everyone's level is developing in a more professional way."

Ding Shizhong revealed that the cooperation between Anta and the Chinese Olympic Committee in the past four years was very enjoyable. The following efforts will be made to continue this cooperation and carry out the Olympic marketing in a sustained and in-depth manner.