Anta: A Big Chinese Brand

The seventh trading day of the new year.

With the rising trend of Hong Kong stocks, the group quickly broke through the market value of HK $100 billion and hit a new high in the following two trading days.

According to the world clothing and shoe net, Anta shares rose 2.60% to HK $37.45 on Wednesday, the highest value of HK $37.90 in the intraday market. Thursday, the stock price rose 2.40% to HK $38.35, the highest value of HK $39 in the intraday market. On Friday's opening, Anta's share price broke through 40 Hong Kong dollars at a maximum value of HK $40.40.

If we look for those retailers that can "big but not fail" in China, then Anta will be the first brand to stand out.

"China's Nike" is ignorance of Anta.

The media in mainland China always like to use "China's XXX" to describe a certain China, and "XXX" must be a world-renowned leader in a certain field.

For example, "China's

"And" China's LV "and so on, especially after the birth of WeChat public number, there are more and more similar figures attracting eyeballs. Some of the public figures who are very ignorant of the industry will also describe Anta as" China's Nike ".

If Anta wants to be "China's Nike", then there will be no Anta today.

Why do we say so? Look at Anta's biggest competitor, Lining, which is the result of "China's Nike" - less than HK $15 billion in value, and it was hard to turn around in 2016.

Anta itself does not want to be "China's Nike". In the company's earnings report, Anta has always positioned itself as a cost-effective brand.

What does it mean in brief? It is better for you to make Anta in Jinjiang than to be a "Nike in China". Similarly, you do Wenzhou's American bond, Ningbo's Taiping bird and Guangzhou's UR are better than "China's Zara".

Chinese enterprises, of course, can do better than their own brands, but this is not necessarily a way to rebuild a brand by themselves. Why not buy it?

Therefore, the foundation of Anta's success is that the company can recognize the market and always cultivate the market, and eventually establish a leading position in the market.

Of course, not being "China's Nike" does not mean that Anta does not aim at Nike, but the goal is turnover, profit, sports market share, brand value and so on.

Take the lead, big brother.

In the previous article, I have always mentioned that in any industry today, the role of the leader, leading the elder brother's temperament and ability, is not surprising, and may not be the best in the short term, but it will never be the worst. This is a calm temperament and ability, because in the long term value and investment, the leading brother is the one who will never change.

In recent years, the popularity of Gucci may have covered the scenery of Louis Vuitton more or less. However, you know, Gucci has also gone through 3 years of very depressed decline. Today's scenery is actually built on a low base.

But what about LV? Even in the worst 3 years of the luxury industry, we didn't see that it had a significant decline. This is the industry's leading feature.

Take a look at Zara. In recent years, H&M, Gap and UNIQLO are not all smooth sailing. Even if Zara growth is slowing down and gross margin is declining, revenue has always been increasing, which is the difference.

Is Anta the leading brother in China's sporting goods industry? I do not want to draw a conclusion for the time being, but I can say for sure, if Anta is not, then there is no big brother in the Chinese industry.

The one that can't be replaced is the one that can hardly be replaced.

Young people in the workplace may have heard of the education of their predecessors.

But in fact, companies can go bankrupt. How can anyone be replaced? But it is hard to replace them.

Anta is the sports brand that China cannot replace today.

Nike, Adidas can not do "American Anta" or "German Anta"; the same kind of Jinjiang Department has neither the size and profitability of Anta nor the high brand value of Anta, of course, the two are complementary.

If you are in the first tier city of CBD may not necessarily feel this way, if you are in Guangzhou, from Baiyun Airport to the Guangzhou South Railway Station, you will see in the subway car all the way, sports brand positioning according to the location of spindle appearance.

What about outsiders other than sports? Will new brands emerge and impact on the current brand structure?

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Look at so many net red brands. Is there one who makes shoes?

In China, we can not have one of Nike or Adidas, because the other one can basically be an alternative in any way.

But we can't be without Anta or Anta. We may be at a loss, because many people can't get Nike and Adidas, nor are they willing to wear other Chinese brands.

In recent years, the brand of Jinjiang's brand has come out of a crisis of liquidation. In fact, many small brands in China rely on leverage and financing for their living. In the face of increasingly fierce competition, I believe that this situation is just beginning.

And many of the brands that have been liquidated will probably be taken away by Anta. This is happening in the US market.

Shanzhai and Jinjiang Department

Last year, an article in the public "daily character": I bought a pair of the most NB NB shoes in Putian for 4 nights in the "fake shoes city", and burst the circle of friends. In the same year, there was also a grand press conference of "Uncle Martian uncle Martin" and the appearance of Jordan brand lawsuit.

Talking about the brand of the Jinjiang department, many Chinese consumers will undoubtedly associate them with the word "Shanzhai".

If you read Anta's annual report, you will find that Anta is also the "Shanzhai" of that.

The boundaries of the legal significance of "Shanzhai" are infringement of intellectual property rights, patent rights, learning and imitation.

Once again, I went back to the article "China's XXX". Why should an enterprise do "China's XXX" instead of first making a profit by legally making the enterprise and brand bigger? In the winter of last winter, we were filled with indignation at the word "low end". But when it comes to the "low end industry", the manufacturing industry was given a lot of special approval. But if you take the income and profits of Shenzhou International, Jingyuan international and Yuyuan group, you will be "wow".

Can Chinese enterprises make luxury goods and high-end brands? Of course.

Can we make money? Yes, of course, but extremely extreme.

Therefore, if only learning and imitation "Shanzhai" is not wrong, it is not illegal. Most large-scale enterprises will be able to circumvent this risk.

"Money makes money; you can I can; let things happen first."

In 2012, a survey article in the Southern Weekend included a local brand promoter who summed up the brand of the Jinjiang department.

Later, I think, this is actually an extension of the theory of "white cat and black cat".

As for those who violate the law, I am afraid it will not be enough for me to achieve the market value of 100 billion.

The other is BELLE.

Although BELLE has delisted, it is second to none in terms of revenue and profit.

However, the brand of BELLE is mostly formed in the form of group. The single theory of Belle does not make much sense, so we will not elaborate on it here.

More interesting reports, please pay attention to the world clothing shoes and hats net.