Open Fashion Trend Anta'S Sports Brand FILA Performance Burst

UBS issued a report that the market is still undervalued.

The long-term growth potential of its FILA business is considered to be a good business layout for FILA business. It is expected that the related business will have a compound sales growth rate of over 30% from 2017 to 2020. It is worth noting that the net profit of Anta group increased by 29% in the first half of the year, which is also mainly driven by FILA business, of which sales rose by 50% compared with the same period, and now accounts for 25% of Anta's total sales.

In addition, UBS also raised the net profit forecast for Anta group from 2017 to 2019 7%, 20% and 45%, to 3 billion 110 million, 3 billion 793 million and 4 billion 437 million yuan. The bank also raised Anta's 2017 to 2019 revenue forecast 7%, 16% and 21%, respectively, 16 billion 536 million, 20 billion 64 million and 20 billion 64 million yuan.

FILA was founded in 1911 to produce and sell underwear.

It was not until the 70s of last century that it began to expand the production line of sportswear, and invited Japanese designer Yi Xin to design the F- box Logo, which is now red and blue.

From the very beginning, FILA promoted herself by sponsoring athletes, sponsoring tennis player Bj o RN Borg, who was once known as the Swedish champion, and boarded the Reinhold Messner of Mount Qomolangma without oxygen supply.

After the 2008 Beijing Olympic Games, Anta realized that China's sports industry would have a new turning point. Too single brand structure would be quickly eliminated by the market.

In 2009, Anta officially launched the multi brand strategy. It purchased the sports brand FILA's franchise and trademark rights in China from HK $600 million, and promoted and distributed FILA products in mainland China, Hongkong and Macao.

In fact, in 2008, before the acquisition, Anta had sold Adidas, Reebok and Kappa's three international brand agency retail businesses because of its unsatisfactory earnings. The important factor of abandoning Adidas's proxy was the inevitability of German brands' intention to return to their own businesses, and the helpless choice of the latter two or poor performance.

At that time, Anta admitted that, due to the financial crisis and other factors, the international brand retail business suffered a continuous loss in 2006 and 2007, and the net loss in 2007 reached 5 million 500 thousand yuan.

The popularity of sports brand FILA continues to rise.

In 2011, the sport celebrated its 100th anniversary.

After taking over FILA China, Yao Weixiong's chief executive of Greater China, the first thing that FILA did was to return the brand positioning to fashion.

Yao Weixiong said in an interview earlier that the brand will focus on consumers in the 20 to 35 year old young people, hoping to reflect their lifestyle, not only as sportswear, but also daily wear.

According to the analysis, it is not enough for sports brand to think only of two words.

Nike and Adidas are well versed in this.

Adidas is attracting the millennial generation with fresh and cool feeling. Adidas said earlier that the company had learned from past mistakes, and the company did not pay attention to the needs of consumers. Too static led to the loss of consumers' enthusiasm for brands.

Chen Grazutis, an analyst at Bloomberg think tank, thinks that when market winds change from functional to fashionable, such as Under Armour, it falls into a passive situation.

In order to attract young consumers, FILA has entered the trend of the world in recent years, invited celebrities to endorse celebrities, and FILA also launched a joint venture with Gosha Rubchinskiy some time ago.

And invited Jason Wu to continue to launch joint name design.

This month, the brand announced Chen Kun as the brand spokesperson.

Some analysts believe that FILA has now become a new engine of Anta group's performance.

Yao Weixiong said in an interview with the interface that FILA's future goal is to enter 10 billion clubs in three years and upgrade from sports Nouveau to top three brands in the domestic high-end market.

In the past 5 years, FILA's retail growth has been maintained at around 40%.

As of June 30, 2016, the number of shops maintained an annual growth rate of about 10%.

As of June 30th, Anta had 9041 stores in China, and there were 869 FILA stores.

In 2015, Anta bought the British outdoor brand Sprandi, which was regarded as the Anta's compensation for the international brand in the low and middle end market. In 2016, Anta and Japan Descente and ITOCHU Corporation subsidiary Itou Tada set up a joint venture company, and three companies accounted for the shares according to the contribution ratio of 6:3:1.

Earlier this month, nearly 4 billion of Anta bought cash or opened a new round of acquisitions.

KINGKOW, which is buying Hongkong's high-end children's clothing brand Xiao Xiao, is expected to purchase HK $60 million, but Anta has not responded to the news.

In fact, in 2015, when Anta's annual revenue exceeded 10 billion yuan, Anta said its next plan was to seek more overseas acquisitions.

At the beginning of this year, according to the forecast of Luca Solca, a luxury director of Paris Bank of France, China's Anta sports and American Apparel groups such as PVH and VF are likely to buy Puma.

suffer

Anta's share price rose nearly 7% yesterday, a record high of HK $32.45 per share. In the past 4 months, its stock has increased by more than 30%. At present, its market value is HK $85 billion, ranking second in the domestic apparel group's listing, and its market value is about 5 billion Hong Kong dollars from the first Shenzhou International.

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