Anta Sold 7 Billion 300 Million In The First Half, Trying To Achieve 100 Billion Target Ahead Of Schedule.

It is understood that Anta group issued 2017 annual reports in the first half of August 15th, the first half of the same period revenue increased 19.2% to RMB 7 billion 320 million yuan.

For the first time, the company's gross profit margin exceeded 50%, rising by 2.7% to 50.6%.

This data exceeds Adidas. Not long ago, Adidas's two quarter report showed its gross margin was 50.1%.

In addition to improving the efficiency of the main brand itself in raw materials and management supply chain,

Credit for gross margin is FILA.

In 2015, Anta announced the strategy of "single focus, multi brand, all channel", trying to satisfy different positioning people through the brand matrix Pyramid.

Anta's current brand matrix includes location Anta, sports fashion FILA, high-end ski DESCENTE, and professional outdoor Kolon.

This multi brand strategy not only let Anta gradually get rid of the image of a single public product, but also increase the company's revenue and gross margin.

In the two quarter, the growth rate of retail sales of non Anta brands was 50-60%, far exceeding the growth rate of Anta brand 20%-30%. Although there were differences in cardinal numbers, the contribution of non Anta brands increased significantly.

According to the end of 2016 figures, the brand outside Anta accounted for 25% of the revenue. In the first half of this year, FILA accounted for nearly 30% of the group's revenue.

Most of the FILA brands like direct stores are usually more efficient.

In 2016, FILA led the gross profit margin of Anta clothing category to rise 3.2% to 51%. In the first half of this year, FILA LED

Category gross margins rose by 3.5% to 53.5%.

Last year, the acquisition of "DESCENTE is expected to achieve a revenue balance within two years."

The Anta brand, which accounts for 70% of revenue, is still the largest source of group revenue, and the main brand Anta is also upgrading.

Its growth comes from new products and basketball based product lines.

In the sales channel, besides the traditional street sales channels, Anta brand will increase the proportion of shops in shopping centers and department stores, and the proportion of electricity providers will gradually increase.

The company expects that the proportion of electricity providers will reach 20% in 2020.

Up to now, Anta has 9931 stores, which is the largest number of domestic sports brands. By the end of this year, this number will exceed 10000.

By 2020, the number of shops will exceed 11000.

This figure is close to Adidas, Adidas's 2020 plan is to reach 12000 stores.

For this beautiful pcript, Ding Shizhong, chairman and chief executive officer of Anta sports board, has expressed greater ambition. "Based on the market space of sports products, Anta group

There is an opportunity to achieve the goal of 100 billion in 2025.

According to the open group plan, by 2020, Anta plans to achieve a compound annual growth rate of over 15% of the group's sales and annual sales growth rate of FILA over 30%.

Sales volume, footwear sales target reached 100 million pairs, clothing sales target of more than 130 million.

Anta's shoe sales in 2016 exceeded 50 million pairs.

If compared with international brands, Nike and Adidas occupy the first and second share of the domestic market respectively. Adidas's revenue in the two quarter of the Greater China region has reached 865 million euros (6 billion 700 million yuan).

Despite strong competitors, Anta believes that the plan is not impossible.

China's sporting goods industry is expected to reach 7 trillion in 2025. In Ding Shizhong's view, the market for sports products is large, and the company's goals can be further realized by multi brand strategy.

This means that Anta is ready for a new round of acquisitions.

At the beginning of this year, Anta announced that it will raise HK $3 billion 800 million for future acquisitions, targeting the international sports brand.

According to the first half of the year, its free cash inflow increased by 151.1% to 1 billion 820 million yuan, and net cash was 10 billion 30 million yuan.

PUMA, with its reputation but poor profitability, has recently become the best takeover target.

For the acquisition of PUMA, Ding Shizhong said, "there is no information to be released," but "on the acquisition issue" has the opportunity to let everyone have a pleasant surprise.

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