Brave Champion Wins Anta'S Brand Effect And Boosted Women'S Sports Market

As a warrior, the fans are undoubtedly lucky, because this is the third time they have enjoyed the winning of the home team in the past 4 years.

But actually enjoying the happy time is not just fans, but also an enterprise from China, Anta sports (02020), because this is also the Anta signing star Clay Thompson won the Obrien Cup third times in four years (NBA Championship).

In Beijing time June 9th, the NBA2017-2018 finals, which attracted much attention from basketball fans, came to a close.

The Jinzhou warriors beat the Cleveland Cavaliers to win the championship by 4-0.

As a warrior, the fans are undoubtedly lucky, because this is the third time they have enjoyed the winning of the home team in the past 4 years.

But actually enjoying the happy time is not just fans, but also an enterprise from China, Anta sports (02020), because this is also the Anta signing star Clay Thompson won the Obrien Cup third times in four years (NBA Championship).

Why is it worth writing for a basketball player away from 14 thousand kilometers away to win the National Basketball League? Why? If Michael Jordan is Nike's savior, then Clay Thompson is the catalyst for Anta sports (100 billion market capitalization).

The "harmony" between Anta and clay

Mitchell Thompson, the son of the champion, entered the fourth year of NBA. This year Claire took the lead in the NBA all star game for the first time. In the year, Claire scored 37 points in a single match with the kings, and broke the scoring record of the NBA single score and the score of three points in the single quarter. This year, Claire won the Obrien cup (NBA Championship) as the core player of the team. In 2015, Anta offered 10 years' endorsement contract and first launched the KT series shoes for Claire. In that year, Anta's historic breakthrough in sales reached 11 billion 126 million yuan, and became the first domestic sports brand that exceeded the sales scale of 10 billion yuan. Looking back to 2015, this year is the 1978 NBA draft.

It can be said that in 2015, it was an extraordinary year for Thompson and Anta.

"Mencius Gong sun ugliness" has a cloud: "the weather is not as good as the land, but the land is not as good as the people."

The human factor is the key factor for the success of individuals and enterprises.

By coincidence, Anta's stock price performance has something to do with Thompson's personal and team honors.

In 2015, Thompson won the first time. With the eye-catching performance of Anta, the stock price rose more than 7 in that year. In 2016, the Warriors "defeated" in the finals, and Anta's stock price only increased by 13.4% in the whole year. In 2017 2017, Thompson led the team to perfect the "revenge" Cavaliers to win the championship again. This year, Anta and Thompson signed a 80 million year endorsement contract of 10 years.

When the warriors defended in 2018, Anta's stock price had risen more than 1 times compared with 2016, and its market value has already exceeded 100 billion mark.

After reviewing the performance of Thompson and Anta after signing the contract, they scored more than 20 points in the last four seasons. Although the score in the 2017-2018 season has dropped, the scoring efficiency (shooting percentage) has set a new career.

In this year's playoffs, Thompson averaged 19.6 points and scored 42.7% points in three points, and 3.2 three points per shot.

It can be said that the growth history of Anta's market value is closely related to the evolution history of Thompson's career.

The performance of players is the fundamental source of their business value. However, if this is used to assess the stock price trend of Anta and Anta, it seems to be "idealistic".

The business scale of 100 billion market capitalization: cost-effective and high R & D investment.

Investors familiar with Anta should be clear that Anta can achieve today's success. Its clear development strategy is highly valued.

"We do not sell high prices. We hope that more people can afford to buy sports shoes so that more people can enjoy the pleasure of sports. This is the value of our business and the mission of all of us Anta."

This is Anta chairman Ding Shizhong's understanding of the strategy of "single focus" in the strategy of "single focus, multi brand and all channel".

In fact, summed up is three words - cost-effective.

In fact, Anta is a company that is very clear about its positioning in the eyes of consumers. It is to create a high quality and cost-effective brand, and to reflect the product is "design is not beautiful, prices remain low key."

Therefore, consumers will see that even though Anta has become an official partner of NBA, a series of products will not fluctuate much in price.

In fact, Anta's most cost-effective performance is reflected not only in products, but also in its choice of spokesperson.

According to APP statistics of Zhitong finance, Anta has signed 7 basketball stars who have had NBA professional experience since 2002. These players have not reached or have passed the peak period of their career when signing with Anta.

In other words, when they signed a contract with Anta, they were hardly the highest business value.

Anta signed with them at that time, on the one hand, they could rub NBA fever, and on the other hand, they didn't have to pay too much price.

Even if Anta signed a new 10 year 80 million dollar contract with Thompson in 2017, it would be an extremely worthwhile signing.

It is understood that before February 2016, Adidas chief designer Robbie Fowler came to Anta as creative director.

After Robbie took office, he personally worked on the design of Thompson KT2 and KT3 series products, which can often become explosive funds.

According to the sales data of Anta Tmall official online store, as of June 11th, only Thompson's three generation signature shoes were sold in Anta Tmall's official online store, earning a monthly turnover of millions.

Contrary to the pursuit of product cost performance, Anta is also an enterprise that does not hesitate to invest in R & D.

According to the understanding of APP of Zhitong finance and economics, Anta set up the first enterprise technology center of the Chinese sporting goods industry in 2005, and has collected tens of thousands of Chinese foot data from all over the country for the purpose of making a pair of sports shoes suitable for Chinese people.

Since then, Anta's R & D costs have been rising from 1% of the original sales cost to 5.8% now, even more than that of the world's first line brands.

Anta's 2017 annual report shows that the company invested 951 million yuan in research and development throughout the year, which is 5.63 times higher than that of Lining (02331) in the same period, 340 times that of XTEP (01368), and 280 times of that of 360 degrees (01361).

In 2016, Anta launched a series of high-tech equipment for running and basketball, including elastic glue, energy ring, far-infrared heat preservation technology and water repellent technology.

At present, Anta has more than 600 inventions.

Anta is a technology company in the sports industry.

These are all Anta's shoes that can be as many as millions or even millions of dollars.

Women's sports market is calling.

Finally, back to Thompson.

It may be very doubtful for people. Thompson has won three NBA titles in four years. This is the achievement that many superstars have not achieved in their career.

Does this mean that Thompson has come to the peak of his commercial value? And what else can Thompson bring to Anta?

Whether Thompson reaches his peak or not, but what Thompson can bring to Anta can start with details.

Zhitong finance and economics APP noticed that on the same day that the warriors won the championship, Anta basketball announced through the official micro-blog that a champion basketball shoe would be released.

Although the sale of three hundred pairs is limited, there are many female fans' messages, which require the release of women's commemorative sneakers at the same time.

In traditional concepts, the proportion of women who love sports is lower than that of men, while women who like basketball are less.

Why do women collectively ask Anta to launch a women's memorial?

What about it?

In fact, basketball shoes are basically shoes, and there is no provision that basketball shoes can only be worn when playing.

Nowadays, younger generation of consumers pay more attention to personality. With the rise of Free Style and fashion movement, basketball shoes or other sports shoes can be worn on different occasions if they are properly designed.

From the whole movement

The proportion of women's market is actually smaller than that of male market, but as the major sports brands have been cultivating male sports market for decades, their dividends have gradually disappeared.

The female sports market has become a new growth point in the sports market.

According to a report released by Transparency Market Research2017 in the US, the growth of sports underwear sales and the rise of e-commerce business are stimulating the world.

By the end of 2024, the market will grow from US $33 billion 180 million in 2015 to US $55 billion 830 million.

During this period, the global underwear market will maintain a CAGR of 6.4%.

But from Anta's micro-blog's message, the growth potential of women's sports market is not limited to sports underwear.

Thompson's rise from women to women in Anta is far from being understood by a pair of basketball shoes.