Anta'S Performance Results Show That The Market Is Gratifying And Beautiful.

11 days,

Products Co., Ltd. announced 2014 results announcement, operating income of 8 billion 923 million yuan, an increase of 22.5% over the same period, and surpassed 2011's 8 billion 905 million yuan, a record high.

"In the past few years, China's sporting goods industry is generally faced with challenges such as blurred brand image, poor product differentiation, excessive store expansion and poor inventory management."

Ding Shizhong, chairman and chief executive officer of Anta's board of directors, said that Anta "stepped" to break the ice from the feet.

One foot is the strategy of brand diversification.

Last year, Anta reached a strategic partnership with NBA and consolidated its market position in basketball. This cooperation is the first time that NBA has authorized our sporting goods company to launch joint brand products.

Last year, Anta also launched strategic cooperation with two sports management centers of Chinese gymnastic and weightlifting wrestling. At present, it has signed 24 national teams of the five sports centers of the State Sports General Administration, and has become the most popular sports brand of the national team.

The company has Anta.

NBA, Anta children and many other brands.

Anta aims at the most ordinary consumers, FILA for high-end consumers, NBA for basketball fans, Anta children for children groups, forming a differentiated development pattern; Anta and Anta children mainly cover street stores, FILA mainly covers high-end shopping malls, NBA focuses on e-commerce channels, cross covering all retail channels.

With the brand diversification strategy, the company's investment in product design and development last year increased by 24.1% over the same period last year.

The other foot is a retail oriented strategy.

Anta set up an assessment system to guide distributors to collate customer feedback so that the products developed by the company can be more close to the needs of consumers.

At the same time, share with the distributors market information including retail data, provide accurate ordering guidelines, encourage dealers to take more forms to prevent inventory backlog.

Retailers' response speed to the market and the efficiency of the shops can be improved.

At the end of last year, the number of Anta terminal stores declined slightly, but the company's revenue declined.

Anta management believes that the sports brand used to be "king of land occupation", and now the quality of shops is more important than quantity.

Insiders said that Anta, the industry leader, took the lead in going out of the trough and helped to lead the industry to a strong recovery. "From the first half of 2014 and the recently released operating reports and performance forecasts, the signs of industry recovery are becoming more and more obvious."

As 11 Xinhua News Agency reported, Anta is climbing the new height of Chinese sports brand.

Comment: Anta, the industry leader, brings inspiration to the "second echelon" enterprise: only by innovating development thinking, improving management mode and improving operation level can we win competition.

In addition, long-term "snail" in the low-end market.

We can look for new growth points in the high-end market and overseas market, which must be done in a lot of products, marketing, supply chain and so on.