Which Is Better For Anta VS Lining?

Anta VS Lining has a comparison of production and sales mode. The biggest difference between Anta and Lining lies in "heavy" and "light".

Apart from these factors, returning to the core brand, the two enterprises are going through the intensive market segmentation mode.

At present, the global comprehensive sports brand has always been the trend of sporting goods. Leading brands, including Nike and Adidas, are all comprehensive brands.

But more subdivision, more professional sports brand also has its own characteristics, especially in swimming, badminton, bicycles and other professional sports areas.

Brand diversification is a trend of development, but for the current management level and resource operation ability of domestic sporting goods enterprises, the path of comprehensive sports brand is the mainstream way of high performance growth.

Anta's current brand strategy is in line with this trend, and the good performance of the listed company over the past year illustrates the correctness of its strategy.

Lining, through multi brand forms, with the help of the long-term development of Lining's mother brand, has broken down the brands in their respective fields.

A. brand strategy Anta: brand diversification, product specialization. Under the impetus of the Beijing Olympic Games, sports activities have been gradually popularized, which greatly increased the demand for professional and fashionable characteristics of sporting goods.

Anta will take the brand strategy of "brand specialization and business diversification" to manage and upgrade Anta brand.

At present, Anta brand has covered "limited diversification" from sports to basketball, down to table tennis, fashion sports, volleyball, children's sports and so on. The characteristics of diversification make the image of brand as a comprehensive sports brand has been established.

At the same time, Anta strengthens the brand's "professional sports" feature through these businesses.

Combining Anta's vertical industry chain, concentrating on the management of a brand, giving full play to the advantages of enterprises in manufacturing and Qu Daoduan, and effectively improving their profitability, the achievements in the 07 and 08 financial years have fully demonstrated the advantages of this brand strategy.

Continue to strengthen cooperation with China sports leagues, major sports associations and internationally renowned stars, through products to participate in professional sports events to test the technical strength of products, improve brand professionalism.

Fully extending the brand's product line, while expanding the brand awareness, it also strengthened the brand's "comprehensive sports brand" image.

But at present, Anta is also facing the risk of overdraft after brand diversification.

Lining: professional brand cluster mode. Lining group has formed the brand matrix with "Lining" mother brand as the theme, with red double happiness (table tennis), Lotto (soccer), SHAQ (high-end basketball), Aigle (outdoor), Z-do (low end comprehensive training) brand as the supplement.

Its characteristics are fully relying on the characteristics of Li Ning Co's "light assets" without production lines, and it is entirely focused on the core business of product development and multi brand management.

Effectively guarantee the professional image of each brand.

To reduce the risk of professional loss caused by the extension of the product line of the "Lining" brand, the different brands mainly attack different sports items, and their professionalism is greatly enhanced.

But at the same time, it also faces many challenges, such as the demand for brand management has been greatly increased.

The cost control of production, logistics and distribution is difficult to achieve and profits are easy to be diluted.

The basic function of brand profit is realized by raising the unit price of products, pferring the cost risk to the consumers. In the fierce market competition, the profitability of enterprises is greatly increased.

Management and control of intellectual property and human resources is the key to ensure the core competitiveness of enterprises.

(B.) financial situation: Anta: Sales and gross profit margins grew at a high speed. In the first half of 2008, Anta group's turnover amounted to 2 billion 205 million yuan, an increase of 52.30% compared with 1 billion 448 million yuan in the same period last year. The profit attributable to shareholders was 434 million yuan, up 113.65% over the same period last year, and 17.44 yuan per share.

The company has achieved rapid growth in sales and gross profit margins. The sales volume of footwear products has increased by 46.3%, and the sales volume of clothing products has increased by 37.5%. The turnover has increased by 52.30% to 2 billion 205 million yuan and the gross profit margin has increased 5.1% to 38.9% over the same period last year.

Lining: in the first half of the year, the performance is lower than the market expectations. The financial report shows that in the first half of 2008, Li Ning Co Ltd (02331.HK) benefited from the Olympic year, and its performance grew rapidly. The income rose 60.3% to 3 billion 60 million yuan, and the net profit was 333 million 700 thousand yuan, up 68.3% compared with the same period last year, and the base profit of each share was 32.24 points.

According to Goldman Sachs Research Report, "Lining's performance in the first half of the year is almost the same as that of the bank, but the gross margin is only 12.8%, but it is lower than the market forecast. Although the main business Lining brand performs better, other brands of the operation are less than expected."

Yang Jing: editor in charge