Anta Successfully Pposed Retail Pformation To Achieve Positive Growth

The first one was allowed to develop NBA joint products. The star made customized shoes only cost 399 yuan, the days of capital turnover and inventory turnover days were much lower than those of peers. The gross profit margin reached 45.1%, and the market value was more than 40 billion Hong Kong dollars. This is the pcript of Anta handed over at present.

Since 2011, the industry has entered a period of adjustment, which obviously has a huge impact on the local sports pattern. However, "crisis" has become the "opportunity" for Anta to overtake corners.

Data in the first half of 2014 showed that Anta's turnover had exceeded nearly 1 billion yuan in the next Lining, while its net profit reached 802 million yuan, while Lining's deficit expanded to 586 million yuan, an increase of more than 200%.

In the year when the crisis started, the turnover between the two sides was only 25 million yuan.

What is the right thing about the sports brand of Jinjiang department? From a sports shoe manufacturer OEM to a local sports brand.

This is a long-term accumulation, but it can be seen from signing NBA.

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We have been hoping for a better development in the Chinese market, including licensed products. "

The key way is CEO, Zhang Qing, a sports consultancy.

Throughout NBA's entry into China over the past 20 years, it has always relied on the sale of various empowerment, and has not added the brand value to the field.

With the help of Anta's more than 2000 high-quality stores, the interests of both sides have been bundled together.

"Transposition" is more than that.

Only relying on sports marketing, Anta can not take the lead in the industry.

According to the traditional wholesale and retail mode, inventory backlog in the dealer link will eventually bring disaster to Anta itself.

"In the past ten years and fifteen years, the rapid development of brands is like elevators. What supports you is not what you have done, but the reform dividend and the demographic dividend in the Chinese market."

Zhang Tao, vice president of Anta global, said that elevator theory is the most vivid example in the industry today. "When dividends end, consumer demand is unprecedentedly valued and magnified.

Enterprises that can't meet this demand will die on the beach.

If you can turn around and pform and sublime, you will get a breakthrough.

The industry adjustment is not over yet. The number of stores in the first half of the year is still decreasing.

"The focus of the second half of the year is still to continue to promote the deepening of retail pformation."

Zhang Tao said that Ping efficiency (the total number of sales / counters) will continue to rise, and the satisfaction of consumers' retail demand is a process that will never stop, because the market is constantly changing and ever-changing.

With NBA "ground gas".

In October 13th, Anta Sports Products Limited (hereinafter referred to as "Anta") announced that it officially became the official NBA market partner and NBA authorized provider.

Anta is not the first Chinese brand to work with NBA. Before that, Lining and PEAK still exist, but cooperation only stays in the stage of simple brand authorization.

In the case of Anta, the rules have changed: according to the agreement signed by both sides, Anta's NBA licensed products in this cooperation can be divided into two categories, one is Anta and NBA joint brand products, including sports shoes and sports accessories, the other is NBA independent brand products, and the two categories of commodities are all authorized by NBA, Anta is designed, manufactured and sold.

In terms of channels, NBA will rely on Anta, and initially put together more than 2000 stores.

According to the sales situation, there will be continuous investment in stores later.

Throughout the more than 20 years of NBA in China, it was not until 2008 that the NBA NBA company was established in China.

Zhang Qing said, from the Anta point of view, the local brand is the first in terms of performance, but the market is constantly broken down, basketball running outdoor, professional field, the market is developing continuously, and there is a better prospect. Anta also needs to seek corresponding position in the professional market. It must integrate with the related sports resources. Anta has acquired the name of the NBA partner, and has obtained the joint logo product. The power of production, development, design and manufacture in the licensed commodity field is itself a business opportunity, and it also helps to promote other products in the basketball category.

The more than 2000 store is the first large-scale sale of NBA after more than 20 years' entry into China. Obviously, it has been a long time for such a huge sales channel to support NBA.

At present, China's consumer habits are still gradually developing. Basketball has always been one of the most popular mainstream sports in the global market, and also the focus of competition in sports brand marketing.

In the view of Zhang Qing, there are still many things for local brands to learn. They need to accumulate and improve and invest in the future.

As a leading brand, we must look at things in the next five to ten years.

Retail pformation

Since 2011, the entire sporting goods industry has entered a period of adjustment, and now this adjustment is still in progress. Compared with international brands benefiting from the global layout can spread risks, the test of local brands is more severe.

According to the industry analysis report from China Merchants Securities, the market share of China's six major sporting goods brands (Anta, Lining, XTEP, 31st degree, PEAK and China) dropped from 30% in 2011 to 20.4% in 2013, while the market share of international brands (Adidas and Nike) increased from 20.5% in 2011 to 24.8% in 2013.

In addition to Anta's first positive growth in performance, PEAK, a former partner of NBA, also achieved a net profit growth of 34.6% in the first half of 2014. However, more enterprises are still in the process of adjustment. As of the first half of 2014, Lining's deficit expanded to 586 million yuan, an increase of more than 200%. Under the pressure of continuous losses, the Chinese gymnastic team, which had cooperated for 23 years, had to give up the turning point of its brilliant era.

Change is first reflected in the evolution of technological tools.

"Before the crisis started, we were already doing it.

"An insider from Anta told the Economic Observer (micro-blog) reporter that in the past, all enterprises, including Anta, were also a simple wholesale and retail mode. If the goods were sent to the dealer, it would be over." as long as I send the goods out, the earnings will be reflected in the report immediately.

But selling badly and buying it again is a burden, but now we choose to help dealers sell.

Now, at the seventh floor of Anta headquarters, the whole computer room is built. Anta can guide distributors through the ERP system running here.

"In the past, from the headquarters to the bottom of the supplier, there are four or five layers of structure, and now there are only two layers - all dealers directly butt headquarters."

Zhang Tao said that after the rapid reflection of sales data through the overall ERP system, it increased the growth of single store output, that is why the number of Anta shops has not increased in the past few years, but its performance has also maintained rapid growth.

As of the first half of 2014,

On the day of inventory turnover, Anta was 59 days, much lower than Lining (106 days), XTEP (94 days) and PEAK (87 days). The average trade receivables turnover date was only 36 days, the lowest in the whole industry. Lining, XTEP and PEAK were 78 days, 97 days, 123 days respectively.

Deutsche Bank issued a report that Anta is still the first choice for sporting goods in the mainland because it has good executive ability and a good profit growth prospect, and expects to achieve a compound profit growth of 20.2% over the past 2014-2016 years.

Ding Shizhong, chairman and CEO of Anta Sports Products Limited's board of directors, is confident that he can open the "golden ten years" of the sporting goods industry. In his view, "there are still more than 500 million people in China who have not yet bought professional sports shoes. This is the future opportunity for Anta."

If the whole consumption market is compared to Pyramid, these 500 million people are undoubtedly the lowest.

But facing the bottom doesn't mean "low value".

Compared with a pair of six or seven hundred dollars of ADI running shoes, Anta has a pair of first-class technology, priced two, three hundred yuan running shoes, more attractive to him.

"In his view, the common feature of Xiaomi and Anta is" high performance price ratio ", which enables more consumers to acquire more professional equipment at a more reasonable price.

"Compared with international brands, there is a gap between local brands, but it is not insurmountable."

Zhang Qing, for example, once sold shoes in the Chinese market for almost once in China, including the start of research and development of raw materials.

He believes that it can be equalled to spend some energy to invest, "this is a necessary road."