Anta Successfully Reversed Its Decline In The First Half Of The Year

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Xiaobian network to introduce the first half of Anta digestion inventory nearly 300 million, successfully reversing the decline.

After nearly two years of high inventory trouble, Anta, the Chinese sports leader, finally turned the tide in the first half of this year.

Zhang Tao, vice president of Anta sports, said in an interview with reporters that an early comprehensive pformation allowed Anta to take the lead in breaking through the industrial downturn.

The semi annual report released by Anta on August showed that

In the first half of 2014, business income was 4 billion 120 million yuan, an increase of 22.4%, and net profit of 803 million yuan, an increase of 28.3%.

"Since 2012, Anta has begun to achieve a comprehensive pformation through the acquisition of sports resources, technological innovation of products, pformation of sales channels, the use of information technology to improve enterprise operation efficiency, e-commerce and other means."

Zhang Tao said that through the London Olympic Games, the Sochi Winter Olympic Games and other major sports events, the brand influence of NBA stars such as Rondo and Scola, as well as the national team resources just signed by China gymnastics team, played a very important supporting role in Anta's terminal retail.

At the same time, Anta rebuilt a large number of shops, eliminated some invalid shops and loss shops, and pformed from the past chain joining format to direct join and join.

Zhang Tao said that closing shop is a means to improve sales force of Anta. Through the adjustment of shops, the performance of Anta single store has greatly improved and the health of terminals has been improved.

For the inventory problem of general concern, Zhang Tao said that through the digestion of a large number of factory shops and e-commerce, Anta has achieved effective inventory management.

In the first half of 2014, Anta nearly finished 3 hundred million of its inventory and exceeded its business target.

Unlike Anta, PEAK and other enterprises in the first half of this year, the loss of Lining, the former sports brand big brother, continued to increase. In Fujian, Guangdong, Zhejiang and other places, there was even a phenomenon of enterprises shutting down and bosses running away.

Zhang Tao said that as a whole, as sports play an increasingly important role in people's lives, China's sports industry will continue to grow. But after this industry shuffle, industry differentiation will undoubtedly intensify.

"In the future, the whole lifestyle of Chinese people is changing in the direction of health, sunshine and leisure. Sports shoes and clothes are a rapidly growing piece of people's basic needs."

Zhang Tao said, now

Consumers will have more and more differentiated and individualized demand. Enterprises that can meet this demand in time will win, and those who can not adapt will be eliminated.