Specialization To Enhance Product Market Share

Machine change and process pformation, to our city.

Enterprises bring tangible benefits.

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The company promotes the use of computerized sewing machines, greatly improving production efficiency.

With the strong support of the national policy, the sports industry has been in a period of rapid development, and it has also brought new opportunities for the development of sports brand in Quanzhou.

A few days ago, Anta sports,

Quanzhou sporting goods companies, such as PEAK sports, and many other sporting goods companies in Hong Kong, have released their pcripts in 2015. Through the adjustment of retail channels, the focus on product innovation, and the implementation of multi brand and internationalization strategies, the total operating income and net profit in 2015 have been double increased.

Birth of the first billion sports brand in China

In February 23rd, Anta Sports Products Limited first announced the annual performance report in Hongkong in 2015. The company's revenue for the first time exceeded RMB 10 billion yuan, becoming the first sports brand enterprise to enter 10 billion clubs in China.

The report shows that during the reporting period, the company's revenue amounted to RMB 11 billion 126 million yuan, an increase of 24.7%, gross profit margin was renewed to 46.62%, gross profit amounted to RMB 5 billion 185 million, and operating profit of RMB 2 billion 697 million yuan.

As a leader in the domestic sporting goods industry and a leading enterprise in the footwear industry in Quanzhou, Anta, a successful pformation, has become the industry weathervane and has led the industry to a full recovery.

In March 8th, the 31st degree group also announced its year-round results in Hongkong as at December 31, 2015.

According to the financial report, the turnover of the group in 2015 increased by 14.1% to RMB 4 billion 459 million, gross profit to 1 billion 823 million yuan, gross margin remained stable, maintained at 40.9%, net profit increased 30.2% to RMB 518 million yuan.

PEAK sports 2015 earnings report also showed that in 2015, PEAK sports annual turnover increased 9.4% to 3 billion 110 million yuan compared with 2014, gross profit grew 11.4% to RMB 1 billion 200 million yuan, net profit increased 22.3% to 390 million yuan.

On the day of the announcement, PEAK sports shares surged 6.01%.

In addition, in 2015, PEAK group's international sales volume reached RMB 670 million yuan, accounting for 21.6% of the total turnover, and the highest proportion of Chinese sports brands in overseas markets.

Specialization to enhance product market share

The focus and continuous innovation of products become an important support for performance growth.

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 growth drivers. The proportion of innovative products in the overall sales of Anta is 30%, and the profit ratio is 50%.

Behind the increase of market share is the continuous investment in R & D by enterprises.

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.

At present, Anta group has established 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.

Cooperation with star sports and star athletes has also promoted the professional upgrading and sales growth of PEAK products.

In 2015, PEAK made professional basketball shoes for Howard, Parke and other stars. Once it was launched, they won the market acclaim. Although the price is higher than the ordinary shoes, the sales volume is still soaring.

By the end of 2015, PEAK basketball shoes had been ranked first in the same industry for 7 consecutive years in the domestic market.

Drawing on the successful experience of basketball promotion, PEAK has also done a lot in the research and development of running products. In 2015, five new running shoes were launched, which fully covered the different needs from professional athletes to light users, and became the fastest growing category of PEAK in 2015.

Multi brand strategy covers market demand

The announcement shows that Anta's growth momentum is strong in 2015, thanks to multi brand strategy and full channel layout.

Anta's multi brand precision positioning successfully complementation and synergy in the market, leading the market in China's sporting goods market through multi brand segmentation strategy.

In Anta's existing brand matrix, Anta is positioned in the mass professional sports market; FILA is positioned in the high-end sports and fashion market; Anta children, as the first brand of China's children's movement, will usher in a more rapid development with the formal announcement of the Anta youth soccer strategy and the release of the "two child" policy in China.

In the annual press conference, Anta also announced that it will establish a joint venture with Desanto from Japan (Descente) and ITOCHU. Anta's brand matrix adds another high-end professional sports brand.

In the same year, 360 degrees also indicated in the annual report that the multi brand subdivision development strategy of the group accurately positioned multi-layered audiences to fully cover the different needs of consumers.

At present, the 31st degree campaign continues the longitudinal deep tillage category strategy, aiming at the huge demand of the running market at the same time, deep tillage basketball, comprehensive training and other categories. Since the founding of the brand in 2009, the brand has been profitable for 6 consecutive years. In 2015, its contribution to the group continued to exceed 10%. The top outdoor sports brand ONE WAY from Finland continued to deepen its layout, and the three major products of cycling, skiing and outdoor exploration, which filled the gap of the consumer market in the Greater China region.