How Did Anta Go Down From The "Millennial Second" To The First Road In China?

Over the past ten years, Anta's market value has soared. It has become the world's fourth largest and China's largest sporting goods company after Nike, ADI, and Andrea. Its net profit has increased from 537 million 800 thousand yuan in 2007 to 2 billion 444 million yuan in 2016. It is nearly 4 times that of Lining, who also listed in Hong Kong, far away from Jinjiang brands such as PEAK, 31st, XTEP, and so on.

In 2009, Anta purchased HK $600 million from BELLE, which was mainly responsible for the retail of sportswear, footwear products and accessories with FILA China brand in Hongkong, Macao and the mainland.

At that time, affected by the financial crisis, FILA, located in the high-end market segments, suffered serious losses in Greater China.

Despite the fact that the performance figures are not optimistic, Anta has no hesitation in becoming a FILA player, and decided to take this as a fulcrum to focus on the management of sportswear and brand management and get rid of the "surrogate" proxy mode in the past.

Anta quickly repositioned FILA after a lot of market research: returning to fashion.

According to the Chinese market, we adjusted the various links including product design, sales channels, supply chain and marketing.

When market preference has shifted from functional to leisure and fashion, Anta's positioning of FILA is undoubtedly a way to comply with the trend of global sports consumption.

Anta's 2016 performance report shows that FILA is outstanding and successful.

Category implementation and fashion crossover, sales accounted for increased, driving clothing category gross margin increased 3.2 percentage points to 51%, and pull the company's gross margin increased 1.6 percentage points to 48.4%.

Anta executives also said that at least 6 years ago, FILA brands maintained double-digit annual growth.

From 2010 to 2015, its growth rate is over 50%, and the growth rate from 2016 to 2020 will be over 30%.

At present, FILA's revenue has reached 20% of the whole group.

Obviously, FILA has become

One of the most important driving forces of achievement.

Innovation never stops

"Keep moving, never stops" is a slogan of Anta and a portrayal of Anta's spirit of innovation.

In order to distinguish it from similar products, and to identify and judge the convenience of consumers, Anta has worked hard on product innovation.

Since 2000, Anta has established design centers in Beijing, Shanghai, Hongkong, the United States and other places, and has established joint research and development institutions with Europe, Japan and other countries, using global resources to serve differentiated demands of consumers everywhere due to different backgrounds, habits and customs.

At the same time, Anta also set up a first-class enterprise technology center: it has 400 technical personnel, with an area of 8000 square meters, and the original value of technology development equipment is more than 35 million yuan.

Through continuous investment and never ceased innovation, Anta has developed the core technologies such as "A-form arch shock absorption technology", "A-Core core technology" and "A-JELLY elastic glue technology", so that it has gone to the front of the national counterparts in the high-end technology field of shock absorber, rebound, control and other sports shoes, and has also improved the overall competitiveness of the industry.

To meet the individual needs of consumers, in March this year, Anta launched the first personalized product customization service system of domestic sporting goods, ANTAUNI.

The first batch of customized shoes, supported by powerful supply chains, will be delivered from 30 to the next day.

From "I choose, I like" to "never stop", Anta has been upgrading its brand according to the market trend.

Up to now, Anta owns Anta, Anta children, FILA, FILA, ANTAKIDS, Spandi, Dizon and other brands, each brand has different market positioning.

Anta emphasizes high performance price ratio, accuracy and practicality, positioning the mass market; Spandi is a walking shoe, aiming at city walking enthusiasts; FILA positioning high-end sports fashion to meet the needs of the middle class fashion movement; Desanto is the top professional sports brand, targeting high-end functional sports; Anta children mainly create healthy and comfortable products for 3-14 year old children, and fully meet the needs of children's daily schooling, sports, travel and other occasions.

The multi brand strategy highlights Anta's insight and acuity on the market, and makes Anta gain more shares in the sporting goods market.

In the ten years since the listing, Anta has not only delivered beautiful results, but also has increasingly strong innovation capabilities, single focus, multi brand, full coverage marketing strategy and modern governance structure.

In the next ten years, we are looking forward to Anta's success.

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