Anta 2014 Orders Will Increase By Two Quarter Or Over Trough.

Anta sports announced last night that it disclosed the second quarter of 2014. Order-placing meeting Performance and the same store sales situation in the third quarter of 2013. In the eyes of the industry, Anta is willing to give up the middle and high-end fields and transform the parity route, but those people said that the clear product positioning will help the brand to gain a firm foothold in the second and third tier markets.

On 01 November, Anta sports (02020.HK) announced yesterday that its retail channel management is perfect and its brand and product differentiation are relatively large. Retailer Their profitability and their confidence in the group are rising. In view of the retailer's desire to improve the order for Anta's next season's new product series, the order volume for the second quarter ended in September will be recorded in the wholesale price.

Analysts believe that the group reiterated the two quarter of the order growth, further confirmed that Anta or has gone out of the low.

In fact, the company said earlier that the volume of orders in the first quarter of next year will also increase the number of units per year, the first recorded growth since the third quarter last year, making the market's attitude towards the revival of sporting goods stocks in the mainland more optimistic. Major banks also gradually raised the target price of Anta, which UBS raised its target price to HK $13.5.

However, as of the end of September this year, the same store sales growth of Anta brand products has been stable at the retail price level for the third quarter of the year, similar to that in the second quarter.

Anta's share price was eye-catching yesterday, and as of 10:14, it was HK $11.42, or 2.7%.

The report shows that the order growth order of the group in the first two quarters of 2014 continued to grow, confirming that it may have come out of a low ebb. The order volume of the order for the second quarter ended in September this year (at wholesale value) recorded an increase in the number of units per year. Meanwhile, the same store sales in the three quarter of this year remained stable during the same period last year.

Related news

Like other domestic sports brands, Anta has outdoors and children as a new growth point in the downturn of the industry. However, Anta has not focused on fashion like peers, but instead has turned its attention to the middle and low end market. In September of this year, it released the fourth generation signature ball. shoes KG4 generation, the price is 399 yuan, and put forward the concept of "national sports shoes". In sharp contrast, from KG1 to KG3, the price of Garnett's first generation shoes is 699 yuan. In the eyes of the industry, Anta is willing to give up the middle and high-end fields and transform the parity route, but those people said that the clear product positioning will help the brand to gain a firm foothold in the second and third tier markets.

According to Taobao data cube, in the Taobao men's brand category TOP50 list, Minnan electric business occupies 10 seats. Among them, seven wolves, Jin Ba and camel brands ranked second, seventh and ninth respectively in terms of transaction volume 130 million, 73 million 730 thousand and 64 million 820 thousand; CABBEEN, nine Mu Wang and Qipai ranked 42 million 980 thousand, 39 million 590 thousand and 27 million 390 thousand respectively in 14, 16, and 16 positions; and in the range of transaction volume between rankings and rankings, the brands of odd, thousand cranes, Li Lang and Tai Zi Long were outstanding.

According to the published data, the average price of the above men's clothing brand "double eleven" is between 140 yuan and 370 yuan, and the average price of 6 brands is between 220 yuan and 270 yuan. According to the insiders, the single price of "double eleven" is 220 yuan, which is basically the same as the average price of 220~240 yuan per year. "This price is just the price after many brands discount. This also fully shows that many consumers still recognize brand strength. "

Compared with last year's "double eleven", Traditional men's wear brand Sales growth is obvious. It is worth mentioning that the top 100 men's clothing category sales, last year can also find in the top one hundred back row of many Minnan electricity supplier men's clothing brand, but this year is very few. According to reporter observation, "double eleven" that day, sales volume to reach 5 million 600 thousand yuan brand to kill men's clothing category one hundred.

From the feedback of some businessmen, the "double eleven" has little effect on the brand new users, and the media advertising attribute has not fully played its role. Most users are still existing users, which means that "double eleven" will bring overdraft on online shopping consumption. "Not only overdraw the original brand users, but also overdraft potential customers of small and medium brands." A man dressed in a brand name who did not want to be named told reporters.