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Strengthen Cooperation And Consolidate Anta'S Leading Position In Sporting Goods Industry

2014/8/6 11:59:00 22

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here, the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes "< hat > net" to introduce the leading position of Anta in consolidating sporting goods industry. 
 yesterday, the Anta Sports Products Limited signed a cooperation agreement with the gymnastics management center of the State General Administration of sport. This is another major sports resource that Anta has taken after the Chinese Olympic Committee, the water sports management center, the winter sports management center and the boxing Taekwondo management center. Unlike in the past, the signing of Anta has attracted the attention of the industry because it has been the "base area" of another big Lining. Some analysts have pointed out that the "easy control" of the gymnastic resources is a side reflection of the development of the two brands in recent years, and it is also an obvious signal for the deep shuffling of China's sporting goods industry. 
 gymnastics is one of the most important items in the comprehensive sports events such as the Olympic Games and the Asian Games. It is called "the father of sports". Gymnastics, as a traditional advantage of the Chinese legion, has created a glorious legend for Chinese sports and made important contributions to the development of the Olympic Games in China. 
 it is learnt that after the comprehensive strategic cooperation reached by Anta and the gymnastic management center, professional sports suits and training suits will be provided for the gymnastic, rhythmic gymnastics and trampoline sports teams under the center. At the same time, Anta will also actively participate in the series of activities to promote gymnastics development, such as "gymnastics into the campus", "happy gymnastics", cultivate the reserve force of gymnastics, and enhance the influence of gymnastics on the national fitness program. 
 Lin Yan, director of the sporting goods management center of Fujian Sports Bureau, believes that whether the Winter Olympic Games are snow or snow sports or gymnastics events, the requirements for clothing equipment are very high and the technical content of the products is very high. Anta is the few a href = http://www.91se91.com/news/index_c.asp in the country. 
 "gymnastics is a perfect combination of three aspects: color sense, comfort and coordination of sportswear. Because in athletic gymnastics, sportswear must meet the coordination of every gymnastic movement, and the slight difference may affect the normal level of play. It can be said that Anta has fully possessed such professional height to meet the needs of sports equipment in professional competitive sports. This is closely related to the vigorous development of Anta's products over the years. It is in the professionalism of the success of shaping, but also led to the development of Anta Volkswagen products. Lin Yan said. 
"P," Anta's responsible person said in an interview with reporters that signing the Gymnastics Center is another important milestone for Anta to expand sports resources and promote brand development. 
 Zhang Qing, a sports marketing expert in China, believes that through the efforts of the past two years, Anta has achieved initial results in spanformation. If we take the lead in the market share, it is inevitable to further seek the greater breakthroughs in the brand's mental share. At present, Anta's very obvious strategy is to establish the relationship between the brand and the "national sports image", and the contract gymnastics team should be the commercial behavior under this background. This will help the influence of its industry and channel, and as for the consumer level, it depends on its subsequent game. Overall, the trend of brand differentiation will be more significant. 
 Anta will gymnastic resources of China /p >
 income pocket /p >
, however, judging from the present effect, there is indeed a gap between the two. 
In July 17th, Lining issued a profit warning. He expected a substantial loss of 550 million yuan in the first half of this year, compared with a loss of 184 million yuan in the same period last year. Li Ning Co explained that since the start of the spanformation plan in July 2012, pre investment includes expanding direct selling network and marketing resources, which is one of the reasons leading to losses. The second reason is that after cleaning up the inventory period of the distributors, the company is still reducing the wholesale and sale of new products. For this early warning of Lining, many voices in the industry expressed disappointment. Phoenix finance and economics took the theme of "Lining expects half a year to lose 550 million to reform two years' performance without improvement". The analysis showed that the securities company held more "bad performance" attitude towards the company. Credit Suisse believes that Lining's spanformation plan has executive risks and brand positioning needs to be considered. 
 although the performance of the first half has not yet been officially announced, Anta's performance is obviously more desirable. The announcement of the 2013 performance announcement at the beginning of this year announced that Anta's retail spanformation strategy was effective and its performance was fully recovered. It is reported that in 2013, Anta's operating income was 7 billion 281 million yuan, shareholders accounted for 1 billion 315 million yuan profit, gross margin 41.7%, shareholders should account for 18.1% of the interest rate. Turnover, gross profit margin and net interest rate are generally higher than market expectations. At the same time, Q1, Q2 and Q3 in 2014 showed a high number of units in the three consecutive quarterly orders. This shows that Anta's retail spanformation strategy is being gradually effective, and the market is also generally expecting the company's performance to recover. 
In the past two years, the performance in the stock market has also shown the confidence of P. Anta's share price has soared from HK $4.35 in July 31, 2012 to HK $12.80 in July 31, 2014. Over the past six months, Citigroup, Merrill Lynch and other institutions have also reiterated or raised the level of Anta buying. 
 the industry believes that through the efforts of the past two years, Anta has achieved initial results in restructuring, which will also help further consolidate its leading position in the industry. At the same time, China's sporting goods industry will also enter a period of deep shuffling, with the leading enterprise as the symbol of the spanformation is an inevitable trend. In this spanformation, many small and medium enterprises will not be able to keep up with the market. 
 successful spanformation 
 Anta consolidates its leading position /p >
 retail spanformation Anta active innovation change /p >
 for the change of gymnastic resources, the industry believes that, on the one hand, it is the market behavior of enterprises, on the other hand, it is also related to the changes in the overall strength of the two giants of Anta and Lining in recent years. 
Dai Yiyi, vice president of Management School of Xiamen University, thinks that Anta has surpassed Lining and become the first sports brand in China, no matter from the business quota such as turnover, market share or total profit. Instead of becoming a sponsor of Chinese gymnastics, Lining has become a landmark event for Anta. 
Before and after 2008, the Chinese sporting goods industry could enter the peak period. Then, the adjustment period came soon, and the problems of brand homogenization, overcapacity and high inventory were followed by P. 
 2012 is considered to be the landmark year for Anta to surpass Lining. This year, Anta's performance amounted to 7 billion 620 million yuan, while Lining was 6 billion 740 million yuan. Judging from the absolute value of revenue, Anta has successfully surpassed Lining as a domestic sports brand. At the same time, 2012 is also regarded as the starting line of the two spanformation competition. 
 as the two leading industries in the industry, < a href= "http://www.91se91.com/news/index_s.asp" > Anta < /a > and Lining also take the initiative in the adjustment period, actively respond to, seek breakthroughs and changes. 
 Anta, chairman of the board and CEO Ding Shizhong put forward from the "brand wholesale" to "brand retail" has become the key to spanformation. After years of internal management upgrading and channel spanformation, Anta's performance and profits rebounded significantly, and became the dragon head power to promote the industry to pick up. In the spanformation, "innovation" has become the spiritual pillar of Anta. At the end of last year, Ding Shizhong sent an email to the group, pointing out that "innovation is nothing" and encourages employees to strengthen their faith and persist in innovation. 
 and Lining performed very hard. When the enterprise was in trouble, Lining, who had "returned to the field", once again came out of the mountain. He invited Kim Jin Jun to join heavily. He signed a huge sum of money to sign NBA star Wade, and won the sports resources such as CBA. A series of combined punches showed Lining's determination to revive morale.