Ding Shizhong's Anta's Billion Has Just Begun.

The "star making" movement of China's sporting goods industry has gained a stage harvest.

In February 23rd,

Sporting Goods Co., Ltd. (Anta company) announced its performance announcement in Hongkong in 2015. The company's revenue reached 11 billion 126 million yuan, an increase of 24.7%, and gross margin increased to 46.62%. Maori reached 5 billion 185 million yuan, operating profit of 2 billion 697 million yuan.

In addition, the data provided by Anta show that in 2015, Anta sports shoes sold more than 40 million pairs, more than Nike's sales of sports shoes in the Chinese market.

Anta also said that the same store sales recorded quarterly growth for 12 consecutive quarters, and orders will increase for 11 consecutive quarters.

In the past twenty or thirty years, the Chinese sporting goods industry, which dances with Nike, ADI, and other industry giants, has sprung up many brands such as Anta and Lining in the course of "star making". However, the development scale of individual sporting goods companies has never been able to break through the threshold of 10 billion yuan.

In the 2010 fiscal year, the Li Ning Co, which was ranked first in the domestic sporting goods industry, once created data of nearly 9 billion 480 million yuan in annual revenue.

However, due to internal and external reasons, ultimately, in the next few years, Li Ning Co did not achieve revenues of tens of billions.

Over the past 5 years, China's sporting goods company has broken tens of billions of dollars into an industry curse.

In addition to the factors affecting the performance of leading companies such as retrogression, China

Industry has also experienced the impact of the inherent channel of electricity supplier impact, industry development adjustment and other issues.

Cui Yanyan, manager of the Organizing Committee of China International Sporting Goods Fair, concluded that the industry experienced stagflation and recession in 2012-2013 years, and the recovery period was from 2014 to 2015.

This time, China's sporting goods brand has secured the revenue of Anta, which is related to Anta's self adjustment.

Ding Shizhong, chairman and CEO of Anta's board of directors, told Tencent finance that from 2013 to 2015, Anta used three years to upgrade the store structure, and the number of stores decreased compared with the peak. However, business data increased significantly.

In the electricity supplier revenue level, Anta has also achieved rapid growth, in the future, Anta business will occupy a larger proportion of electricity business.

According to the financial data, 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 7000-7100, 1700-1800 and 650-700 respectively.

After its annual revenue exceeded 10 billion yuan, Anta, as a leading industry leader, has set up a new 100 billion enterprise target plan.

According to the plan, Anta hopes to achieve overall revenue of 100 billion enterprises in 2025.

Zheng Jie, President of Anta, said that in order to achieve this goal, the company will implement the strategy of "single focus and multi brand", and achieve two goals through acquisition and self expansion.

"Multi brand precise positioning has achieved complementary complementarity and can form synergy in the market. More brands will join Anta group camp in the future."

Shoes and clothing industry independent commentator Ma Gang believes that more

To see the stage of development, the premise is that the main brand already has a strong competitiveness.

If the main brand is not ready, and the introduction of new brands, development will be very difficult.

For the development of the industry, Ma Gang believes that the overall environment of the sports industry is on the rise, and whether every enterprise can follow the rapid development also depends on its own business ability.

From the analysis of the overall competitive situation of the industry, this year, domestic brands will be more and more impacted by international brands, and the brands of domestic brands ranked fourth or fifth, such as Jordan sports, will be most vulnerable.

Ding Shizhong said: "in a sense, the golden age of China's sports industry has just started, and Anta's billion has just begun."

On the day of the 2015 fiscal year's performance, Anta also announced the latest news on the multi brand layout. Anta has reached a cooperation intention with Desanto, Japan and ITOCHU Corporation. The three parties will jointly form a joint venture. In the Chinese territory (excluding Hong Kong and Macao), the joint venture company will launch its retail operation in the first half of 2017. The brand is mainly targeted at high-end markets, including skiing, comprehensive training, running and other commodities, and Anta accounts for 60% of the shares.

Prior to the end of 2015, there was news that Anta would buy the UK outdoor brand Sprandi, Anta confirmed the news at the conference, but did not respond further.