Anta: 10 Billion Is Just Beginning To Achieve Precise Positioning Results.

Earnings report shows that during the reporting period, the company's revenue amounted to 11 billion 126 million yuan, an increase of 24.7%.

Gross profit margin was also renewed to 46.62%, gross profit reached 5 billion 185 million yuan, and operating profit of RMB 2 billion 697 million yuan.

In addition, the sales of Anta same store in 2015 compared with the same period in 2014, recorded an increase in the number of units per unit, and recorded growth for 12 consecutive quarters according to quarterly statistics. At the same time, Anta also announced the third quarter 2016 order meeting data.

It shows that the order amount has been increased for 11 consecutive quarters.

Multi brand precise positioning results

In 2015, the effectiveness of Anta's multi brand strategy was obvious. Through Anta, Anta children, FILA, FILA KIDS and NBA, the market of sports products was accurately positioned, covering the public and high-end consumers, to the greatest extent, to meet the growing demand of consumers.

Anta is positioned in the mass professional sports market and has been providing the most cost-effective professional sports products for the most consumers.

Over the years, Anta has continuously promoted technological innovation through sponsoring the Chinese Olympic Committee and the national winter sports center, Gymnastic Center, water center, wrestling center and boxing Taekwondo center, and has brought professional sports products to the overwhelming majority of consumers.

FILA is positioned in the high-end sports and fashion market. Through cross-border cooperation with top designers of the world, JW and ANNA SUI, it continuously provides sports and fashion products for high-end consumers.

Now FILA has become the "upstart" brand of major shopping malls and shopping centers in China.

Anta children, as the first brand of Chinese children's movement, showed a rapid development in 2015.

In 2015, Anta youth football strategy was officially released. Anta will promote the development of Chinese youth soccer in equipment, coaches, venues and events. At the same time, with the release of the "two child" policy, Anta children will usher in a more rapid development.

Anta's multi brand precision positioning successfully complementation and synergy in the market. It has taken the leading position in the Chinese sporting goods market through multi brand segmentation strategy.

As of the end of 2015, the number of Anta stores, Anta children sporting goods stores and FILA stores was 7031, 1458 and 591 respectively. In addition, FILA also opened about 50 FILA KIDS stores.

It is estimated that by the end of 2016, the total number of Anta stores, Anta children sporting goods stores, and FILA and FILA KIDS stores will be 7000 to 7100, 1700 to 1800 and 650 to 700.

R & D design internationalization greatly enhance product competitiveness

Since the establishment of the first national sports science laboratory in 2005, technological innovation has become the biggest driving force for Anta's strong growth.

In 2015, Anta's R & D cost accounted for 5.2% of the cost of sales. R & D accounted for an increase of 0.9% over the previous year, the first in the industry.

It is understood that Anta group has set up a number of R & D design institutes in the United States, Japan and South Korea. Through the establishment of an international R & D and design team, the competitiveness of products has been greatly enhanced.

In 2015, sales of Anta sports shoes exceeded Nike, reaching 40 million pairs.

Among them, the innovative products of science and technology have become new driving forces for growth. For example, the latest development of technology, technology, outdoor claw technology, far-infrared thermal insulation technology, ice skin III technology, sports energy technology and so on all have very good market performance.

In addition, Anta has introduced an unprecedented five drive to control technology basketball shoes, so that the plantar force is more balanced, and it is more comfortable to stick when wearing. The technology can also increase the friction, stability and speed of basketball players, especially the point guards.

By supporting the marathon runner, Chen Bin Bin challenged the "Challenge100" professional running shoes launched after 100 days running 100 marathons and running through nine provinces, which were widely praised by the market.

At present, the proportion of innovative products in the overall sales of Anta is 30%, and the profit ratio is 50%.

Ding Shizhong, chairman and CEO of Anta's board of directors, said Anta will always strive to do every piece of clothing and shoes with the spirit of craftsmen to meet the overall needs of professional athletes and consumers.

Ten billion is just beginning.

Anta's revenue has broken through billions, becoming China

The first enterprise to break through billions of enterprises also represents the official arrival of the 10 billion era of Chinese sports brands.

With the continuous promotion of sports related consumption, sports development and sports popularization and participation, the government has injected strong vitality into the sporting goods market.

From investment driven to consumption driven, consumption has become a new driving force for China's economic development.

From the development path of western countries, when people's basic material needs are satisfied, the first demand is health and sports.

According to authoritative organizations, China's sports industry will reach 5-7 trillion in scale in the next 10 years.

"In this sense, the golden age of China's sports industry has just started, and Anta's billion has just begun."

Ding Shizhong, chairman and chief executive of Anta sports, said.

Anta will continue to play and use powerful.

Value, further improve the differentiation of products and brands, improve the management of retail channels, and enhance the cost-effectiveness and response speed of the supply chain, strengthen their core strengths, so as to maintain the leading position in the Chinese sports market, so as to enable the growth momentum to continue.