Anta Has Become The First Domestic Apparel Retailer With A Market Value Of 100 Billion.

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With the revival of retail sales, the first apparel retailing group with a market value of over 100 billion has appeared in China.

Listed in Hong Kong

The stock price rose 2.6% to HK $37.45 per share today, breaking new records, and the market value was first topped by HK $100 billion 537 million for the first time.

Over the past year, Anta's stock price has risen by 70%.

In terms of the generalized clothing sector, the first one with more than 100 billion market value was Shenzhou International, a domestic apparel OEM group listed in Hongkong, with a market value of HK $116 billion 900 million today.

Related reading: 53 times in 8 years! The stock price of the company has become the "Tencent in the clothing industry".

Some analysts pointed out that benefiting from the change of residents' lifestyle brought about the improvement of the importance of sports, the sports apparel industry boom is expected to continue to improve, Anta sports 2016 market share has reached 10.2%, the proportion of revenue in the domestic similar companies is also rising.

In addition, although Anta has been rising since 2012, Anta still has a lower valuation on the international giants such as Nike and Adidas, but ROE and dividend returns are even better.

The UBS research report points out that Anta sports has been speeding up in the past two years.

Strategy expansion, considering the company's joint venture with Descente in the first half of 2016, bought Korean brand Kolon Sport and children's wear brand KingKow last year.

Among them, FILA has become the most successful brand of Anta acquisition, and has been in fashion with the fashion trend. The FILA performance of sports brand is breaking out.

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 is that the German brand intends to return to its own business, which is inevitable, but it is helpless for 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 the market trend moves from functional to fashionable, sports brands such as Under Armour will fall 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 has also launched a joint venture with Gosha Rubchinskiy, and invited Jason Wu to continue to launch joint design.

Last year, the brand announced that Chen Kun was the spokesman for the brand.

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 around 10%.

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

UBS issued a report that the market still underestimated the long-term growth potential of Anta group's FILA business, and believed that FILA business had a good business layout. It is expected that the related business will have a compound growth rate of over 30% from 2017 to 2020. It is worth noting that Anta group's net profit increased by 29% in the first half of last year, and it was also mainly driven by FILA business, of which sales rose 50% year on year, 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.

In the third quarter of last year, the retail sales of Anta brand registered a double-digit increase year by year, while non Anta brands increased by 60 to 70% annually, up from 40 to 50% in the first half of the year.

Earlier, analysts pointed out that Anta sports intends to purchase a large sum of money or share the German sports brand Puma. Until now, Anta has not commented on the news.

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