Anta Sports Has Recently Been More Annoyed By The Rumors That Fled The Stock Market.

at present China sporting goods company It is not mature enough to manage companies like Nike and Adidas relying on stable corporate culture. To compete with spannational giants, Anta needs to improve its management system and get rid of its dependence on founders.

Anta sports, a local sports brand, has been rather annoyed lately.

Recently, foreign media reported that Ding Shizhong, chairman and CEO of Anta sports board, "ran away from the mainland, involving the former director of the Quanzhou State Administration of Taxation, Tsai Chun Wei." Affected by this news, Anta sports shares fell 7%, then the company announced the suspension and announced that "Anta sports board has reported to Mr. Ding." Ding Shizhong has confirmed that on the day of the announcement, he did not involve himself in the incident, and he often worked in the company as usual.

Rumors were clarified, but the impact was still there. The recent stock price drop in Anta sports reflects some instability in the company.

"Ding Shizhong, a rumor led to a sharp fall in share prices, reflecting Ding Shizhong's soul as Anta, which has a great impact on enterprises." Zhu Qinghua, a consultant to CIC, told the investment times. "It is not a good thing for the chairman to have too much influence on the enterprise. In the early stage of the development of the enterprise, the chairman has a decisive role in the development of the enterprise. It is justifiable for the development of the enterprise. However, as the company grows stronger and bigger, the internal mechanism needs to be gradually matured and can not rely too much on the chairman. Otherwise, the long-term development is not strong enough. If the chairman leaves and retires, the enterprise will be hit hard."

For the above questions, Anta Public relations department staff told the investment Times reporter, "the leadership of every listed company is very important for the company, but Anta as a listed company, as a functional department, can not directly stand at the company level to evaluate the company's top level."

Anta soul

A rumor caused such a great shock, which made the outside world rediscover the importance of Ding Shizhong to Anta.

Ding Shizhong is regarded as the soul of Anta sports. In 1991, Ding Shizhong founded Anta (Fujian) Shoes Co., Ltd. In July 2007, it led Anta to finance 3 billion 168 million yuan in the Hongkong main board market, creating the highest record of local sports brands raising money in foreign capital markets. At present, the market value of Anta sports exceeds 32 billion Hong Kong dollars, and has become the first sports brand in China.

Zhu Qinghua believes that the reasons for Anta's first domestic success include: first, positioning is reasonable; Anta positioning is in the middle and low end, the target market group is more extensive; the second is to pay attention to the brand line, in the propaganda and marketing aspects are more in place, the popularity is higher, and in the technology research and development input more; third, the channel layout is broader, take the lead to seize the three or four line city market share.

In addition to leading Anta to the first place, Ding Shizhong led Anta in 2012 to take the lead in getting out of the industrial downturn.

domestic Sportswear After many years of rapid growth, enterprises were caught in a wave of shops after 2012. Lining, Anta, PEAK, 31st degree, China trend, XTEP and other sports brands generally have at least 3000 stores.

In August of this year, Anta sports announced the results announcement for the first half of 2014. During the reporting period, the company's operating income was 4 billion 120 million yuan, an increase of 22.4% over the same period, and net profit of 803 million yuan, an increase of 28.3% over the same period last year. Compared with Li Ning Co, which is in deep trouble, the turnover and net profit of Anta in the first half of the year are far ahead of market expectations.

A sharp contrast to Anta sports is a Li Ning Co with continuous losses. In August 14th this year, the Li Ning Co released its medium-term results in 2014, with revenue up 8% over the same period last year, reaching 3 billion 137 million yuan. However, the loss in the first half of this year reached 586 million yuan, which was higher than that in 2013.

However, despite Ding Shizhong's success in leading the company out of the mire, Anta sports still faces many problems. Anta sports public relations department staff told reporters frankly, "the industry is improving, many brands began to resume positive growth in 2014, but the overall industry has not fully recovered, and the homogenization of the whole industry is still more serious. In the absence of differentiated management, there are some uncertainties in China's sporting goods industry.

Transformation of mass sports

Another problem facing Ding Shizhong is how to lead Anta to compete with the international giants.

Anta executives have repeatedly disclosed that the goal of Anta is to expand internationally and achieve second in the domestic market, surpassing Nike or Adidas.

Zhu Qinghua believes that if Anta wants to achieve this goal, it needs to deepen the Internet channel on the one hand; on the other hand, it should continuously improve the quality of products.

Domestic sporting goods enterprises were listed on the stock market before and after the 2008 Olympic Games. However, after several years of explosive growth, problems concentrated on the market. Extensive development of sports enterprises, serious homogenization and oversupply. Demand slowed down and inventories were high, leading to a decline in operating income of major enterprises over the same period. After the rapid growth of the stores, the extension was blocked, and the competition among enterprises intensified, and the industry concentration increased.

Ma Gang, a senior garment industry analyst, told the investment Times reporter that "the market is divided into long term, adjustment period and maturity stage. Before the Olympic Games, enterprises can develop rapidly, but in 2011 to 2012, the market made a brutal adjustment period. At present, when the market enters maturity, some enterprises rely on their own advantages in management and quality to get the market and get rid of the previous marketing mode which relies solely on advertising. Anta can be said to be the business of this camp. "

But Ma Gang believes that the industry is getting warmer, Anta sports such enterprises profit growth does not mean that the industry adjustment has ended, the sports industry in China has a low degree of concentration, and the increase in orders of some enterprises can not conceal the fact that the second tier and three line brands are not getting rid of the high inventory and low profit margins. At present, sports brands still have more than 50% gross profit. Once the market competition is fierce enough, only a 20% gross margin will lose a large number of sports enterprises.

At present, there are nearly 30 well-known sports brands in the Chinese market, and there are hundreds of sports brands competing with unknown brands. It is not ruled out that the leading enterprises will also die in the fierce competition, but this is good for leading enterprises. We can accelerate the annexation and reorganization by using this situation.

Ma Gang believes that Anta's top priority is to improve the management culture of enterprises. Rumors of Ding Shizhong's escaping will make a company's share price drop so fiercely and its market value evaporates billions of Hong Kong dollars, which shows that the leader's personal charisma plays a very important role. "At present, China's sporting goods companies are not yet fully mature, and have not yet been able to manage enterprises like Nike and Adidas relying on a stable corporate culture. If we want to compete with spannational giants, we need to improve the management system in the management of enterprises.