How Does Anta Become The Strong Rival Of Nike In China?

How did Anta, who had fallen behind Lining and XTEP and 361 degrees, go to the top of sports in just a few years?

Both 11 groups are competing for battle, and the scores of more than 20 categories have come out. The sales of Tmall platforms have reached 237 brands, and over 1 billion of the brands have been sold: apple, millet, HUAWEI, Midea, Haier, Nike, Adidas, UNIQLO, Anta.

The 237 brands are expected to sell more than 40 billion, accounting for about 20% of the total 213 billion 500 million of the total cats.

There are 3 sports brands more than 1 billion, which can be said to be the most popular category outside the mobile phone, and Chinese people are more and more fond of sports.

Nike is one hundred million in a minute, 1 billion in 12 noon, followed by Adidas, and Anta is third.

although

still

however

stay

The performance is very good, opening 24 minutes break 100 million, explode money.

In one hour, 53 thousand pairs were sold, and double 11 total sales reached 1 billion 130 million yuan, an increase of 67% over the same period.

Today, Anta is not only the first sports brand of domestic products, but also far behind second Lining, second only to Nike and Adidas.

In early 2018, its market value exceeded 100 billion, becoming the first clothing brand of over 100 billion.

Once the second-line brand, now can be used to go forward to describe, in the first half of 2018, Anta group's revenue reached 10 billion 550 million yuan, creating a 44.1% growth rate.

Currently, there are more than 10000 brands in the group, including Anta, FILA, Desanto, Spandi, kirong, Xiao Xiao, AntapluS and so on.

Rapid growth in performance, which allows Nike,

Feel the pressure and step up the layout of the Chinese market.

How did the brand that had fallen behind Lining and XTEP and 361 degrees were at the top of the sport in just a few years?

How did Anta become the first Chinese brand of Chinese sports?

The takeoff of Chinese sports brands began in 2008. At that Beijing Olympic Games, Lining's ignition at the opening ceremony not only ignited the soaring of Lining, but also promoted the development of China's sports industry.

Of course, the most impressive is Lining.

In 2009, Lining surpassed.

Become

The second sports brand is second only to Nike.

In those years, Lining's composite growth rate exceeded 30%.

But after the hurricane is hot, Lining has a strategic error, the brand positioning in the post-90s, blind expansion of the store, product prices and so on.

There is only one purpose for Lining to do so, that is, Nike, ADI, a high-end brand.

However, the consumers were astute and did not pay for Lining's adjustment.

In 2012, Anta surpassed Lining's 6 billion 740 million yuan in revenue of 7 billion 620 million yuan.

Since then, the first Chinese brand of Chinese sports has been changed to date.

Why can Anta come from behind and surpass Lining? In fact, Anta has spotted Lining's problem and has made two major measures.

Lining wants to narrow the distance from Nike ADI by raising prices, which is obviously not effective.

Nike ADI has been on the high-end line for decades. Lining, a middle and low end brand, wants to raise a price to the high end, and consumers will not pay the bill.

Anta is aiming at Lining's mistake, insisting on taking root in the 345 line market and making high cost performance quality sports shoes.

Steady and steady competition to seize these markets.

The middle and low end market is being rushed by Anta. Is the high-end market giving up?

Anta is a multi brand strategy, since you can not do high-end brand at a time, then buy it!

In September 30, 2009, Anta acquired the 85% stake in Full Prospect and the full stake in Fila Marketing from BELLE international at a price of less than HK $600 million.

After the acquisition of FILA, Anta repositioned it as a high-end sports and fashion brand.

Under Anta's operation, FILA's performance was excellent and its performance soared. By the end of 2017, the number of stores had reached 1085.

According to the first half of Anta 2018 financial report shows that the FILA growth rate has reached more than 85%, according to FILA last year accounted for 30% of the total revenue, FILA half year performance has been able to close to 4 billion of the scale.

You know, FILA has lost a lot of money in BELLE's hands before. Now it has become a brand that is close to the main brand. The 4 billion scale is not available to many listed companies.

Anta's other strong growth segment comes from children's clothing. As early as 2008, Anta launched the children's wear brand Anta Kids. Now, the scale of Anta's children's wear has exceeded 1 billion. In 2017, the market share of Anta sports in China's children's wear and children's shoes was 0.5% and 0.8% respectively.

In addition, Anta has acquired the brand of Spandi, Sprandi, DESCENTE, DESCENTE, Korean outdoor brand KOLON SPORT, Hongkong children's wear brand KINGKOW and so on, which have become the brand matrix of Anta.

Anta is not walking on a single leg, it is walking with multiple brands.

This is why Anta has made rapid progress in recent years.

They are all "Jinjiang Department". Why is Anta selling better than XTEP and 361?

Jinjiang, a county-level city from Quanzhou, Fujian, is the most famous shoe city in China.

The shoemaking industry is very developed, and a large number of famous brands have been born. The famous sports brands in China, except Lining is not from here, the rest are basically born here, known as the "Jinjiang Department".

Jinjiang sports brand success has a common rule: celebrity endorsement + CCTV advertising, in that era, which sports brand did not ask celebrities to endorse, which brand did not put a lot of advertising, relying on this set of operational means, and then large-scale distribution, which made Anta, XTEP, 361 degrees, Hongxing Erke, PEAK, del Hui and so on.

Now, over the past decade, well done is still strong and failed to go bankrupt.

For example, Jay Chou's endorsement of del Hui announced his end at the beginning of this year, as well as some other well-known brands, such as Xi Dalong.

In the first half of 2018, Anta's revenue was 10 billion 500 million, the city's 361 degree revenue was 3 billion, XTEP's revenue was 2 billion 700 million, Anta was 3 times more than that of XTEP.

In fact, ten years ago, Anta was no different from them. It was almost the same in the minds of consumers. Why did it open such a big gap?

To compare, Anta was founded in 1991, 361 degrees was founded in 2003, XTEP was founded in 2001, it is interesting that the founders of all three are surnamed Ding, Anta is Ding Shizhong, 361 degrees is Ding Jiantong, XTEP is Ding Shui Bo.

According to the time of brand establishment, Anta is indeed longer.

However, sports brands also began to erupt after 2000, and their performance soared in those 10 years.

The difference between Anta and them is actually human beings.

It is understood that Anta founder Ding Shizhong has a very strong learning ability and is very diligent and bold.

In 2009, it was a great courage to buy a brand with continuous losses, and now it has become the second largest brand of Anta.

The other is the accurate judgement of the market. The Chinese sports market has been growing very fast in recent years. The country is carrying out the movement, the enthusiasm of the people is very high, and the consumption level is increased, and the demand for the high-end brands is increasing. Therefore, Anta started the multi brand layout very early, this is the victory of the strategy.

Compared with Lining, it is much stronger than other brands for Jinjiang department.

In the future, with this development, the distance between Anta and them will be farther and farther away.

How far is Anta from Nike and Adidas?

Nike and Adidas have been dominant in China, and the biggest goal for domestic brands is to defeat them in the Chinese market first, but not so easily.

Nike's latest financial report shows that the Greater China region's total fiscal year revenues amounted to US $5 billion 134 million (about 35 billion 600 million yuan), an increase of 18% over the previous year, and two digit growth for 16 consecutive quarters.

Although Adidas did not announce the specific performance amount, but in the third quarter earnings report, sales in the Greater China region increased by 26%, and the growth rate in the 11 quarter was more than 20%. The Asia Pacific market is still the largest and most profitable market in Adidas.

Anta's total sales in 2018 are expected to exceed 20 billion, running 22 billion.

There is still a gap between Nike and Adi, but the growth rate of 44% in the first half is far ahead of them.

Therefore, in accordance with this speed, it will be possible to surpass Adidas and Nike in the Chinese market in the next 3-5 years.

At the same time, Anta is also stepping up the layout of the international market. According to the November 14th news, Tencent, a Chinese technology company, intends to join Anta consortium and join the acquisition of all the shares of AMF sports as a minority shareholder.

The overall valuation of the deal is up to 4 billion 660 million euros, or about 37 billion 100 million yuan.

If the paction is completed, this will be the largest foreign mergers and acquisitions in China's apparel industry.

Amamfin sports was founded in 1950, and it was 2 billion 685 million euros (about 21 billion 200 million RMB) in 2017. Amamin sports owns tennis racket Wilson, mountaineering shoes Salomon, baseball equipment Louisville Slugger, outdoor equipment, ebb and skiing equipment Atomic and other brands.

If Anta is successful, the pace of catching up with Nike and Adi will go even further.

Although it is more difficult to surpass these two super giants in the world, at least it can shorten the distance at least, and expect Anta to win glory for the national brand, further increase the international market and become an international brand for 100 years.