China'S Sports Footwear Industry Gives Off The Smell Of Spring.

The growth of Anta's electricity supplier sector is strong. Tmall's flagship store's total growth rate is more than 120% in 7-10 months, and its multi brand and all channel strategy will provide sustained high growth drivers for the company.

Morgan Stanley released a report here that as China's rural per capita income is growing at a high speed and is close to the per capita income level of the city in 2006, with the rapid growth of the sporting goods industry this year, local sports brand has been promoted through multi brand strategy and supply chain restructuring.

The next three years will obviously benefit from the further growth of consumption demand in cities and towns.

Morgan Stanley said it expects Anta's market share to grow to 22% by 2020. At present, Anta is speeding up the role of middlemen in supply to improve profits. It is believed that the results will be effective by 2018. In addition, Anta will also add new logistics centers, footwear sales channels and vigorously develop e-commerce channels.

Since 2013, Anta has been implementing the demand oriented retail management strategy.

The success of the strategy depends on the establishment of an effective communication mechanism. It works with retailers to get product sales performance analysis and feedback from the consumer's needs through real-time monitoring system, so as to make more accurate product development planning, ordering guidelines and reorder forecasting for retailers.

Anta also provides clear delivery channels, factory stores and discount stores to reduce inventory for retailers.

Anta has insisted on building a unified store image throughout the country and continuously optimizing its stores. The image of the seventh generation shop has been launched.

Ding Shizhong, the chairman of the board, thinks that all brand retailers are Party A, and consumers are Party B. consumers are concerned about why buying is more important than simply giving goods.

Dongxing Securities researcher Tan Ke said here that unlike Nike and Lining's light asset operation mode, Anta adopts vertical integration mode, that is, from upstream procurement, research and development, production to downstream brand marketing, and channel distribution are all covered by the company.

The light assets operation mode is outsourcing the product manufacturing and retail distribution business, and concentrating on the business of design, development and marketing.

Since the second half of this year, online sales of sports apparel brands have maintained rapid growth.

With the industry's focus shifting to the mass market, online sales, as an increasingly important consumer scenario, has become one of the focuses of competition among brands. Among them, the growth of Anta's electricity supplier sector is strong. Taking Tmall flagship store as an example, the total growth rate in the 7-10 months is more than 120%, and its multi brand and all channel strategy will provide sustained high growth drivers for the company.

It can reduce the capital investment of the company, especially the large amount of fixed assets in the production field, so as to raise the rate of return on capital.

However, the effective use of light asset operation mode depends on core competence, which is usually intellectual capital such as R & D capability and management capability.

The use of light assets operation mode often requires enterprises to have brand competitiveness, and can control logistics and production quality through systematic construction.

Market analyst Ou Yafei said

After the rapid expansion of the number of stores and the high inventory level, the inventory turnover pressure has been gradually reduced. Besides Lining, the inventory turnover days have been controlled for less than 90 days.

The industry's internal business problems have been initially resolved, and the growth of brand enterprises' net profit is also in the recovery stage.

At present, China's sports shoes and clothing industry is currently driven by the nationwide fitness boom and the overall industrial upgrading. It is in the industry to resume its upward cycle. Anta is expected to benefit from the increase in health needs in the future.

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