Anta Has Created A Very Good Performance In History. The Two Main Brands Are Indispensable.

Anta sports (02020) released its full year results in fiscal year 2018.

According to the announcement, in 2018, Anta sports realized a profit of 24 billion 100 million yuan, an increase of 44.4% over the same period, and the profit attributable to shareholders was 4 billion 103 million yuan, up 32.9% over the same period last year.

It has created a very good performance in Anta group's history, and has maintained double-digit growth for 5 consecutive years.

Strong performance of the two main brands

In 2018, Anta sports brand of the same name was rebuilt by Anta brand, linking young consumers through category integrated marketing. The group has many R & D centers in the world, including the United States, Japan, Korea, Hongkong and Mainland China.

In 2018, Anta launched a series of products that are popular with the market.

Among them, KT3-Rocco limited edition basketball shoes in San Francisco, the United States caused thousands of people lined up to rush to buy, in China's Beijing, Chengdu, Shenzhen and Guangzhou on the day the sale was quickly snapped up.

In 2018, Anta's operating profit increased by 42.9% to 5 billion 700 million yuan.

Another brand FILA also shows its bright eyes.

Since the acquisition of FILA's business in China in 2009, Anta sports has been actively expanding in addition to FILA RED, FILA WHITE, FILA BLUE and FILA ORIGINALE.

FILA has also continued to work with New York Chinese fashion designer Wu Jigang Wu (Jason Wu) and the famous American fashion designer Ginny Hilfiger to launch a new Jason Wu X FILA and FILA Modern FILA series.

In this year, FILA launched a partnership with another famous designer, Lin Nengping Lim, to launch the FILA X 3.1 Phillip Lim series, leading the trend of the advanced sports and fashion. Phillip

In 2018, FILA officially released its trend sports brand FILA FUSION, set up FILA independent store, and signed Wang Yuan as a new spokesperson, marking the brand's all-around march into the market of young people aged 20 to 30.

Multi brand strategy synergy development

Anta sports pointed out in its earnings report that Anta sports's unique "single focus, multi brand, and all channel" business mode has successfully penetrated into different segments and distribution networks and gained more market share.

With the increasingly rich brand portfolio, it is more important for each brand to pform from independent operation to mutual cooperation so as to achieve greater synergy.

To this end, Anta sports will introduce the concept of incubation into the platform, and build several sharing incubation platforms covering supply chain, e-commerce, logistics, finance and so on. The platform forms the advantage of "group incubator", which not only promotes the rapid growth of new brands, but also optimizes the allocation of resources, and promotes the mutual benefit and win-win of all brands.

Anta sports brand "division of labor is clear", in addition to the two main brands Anta and FILA, DESCENTE focuses on high-end sports products, including skiing, comprehensive training and running.

KOLON SPORT takes both outdoor and fashion into account. SPRANDI attacks China's fashion footwear market, and Anta builds its location and development space through multiple brands.

Full channel mode development

There are mainly four types of shops in Anta Sports: online stores, store stores (including shopping centers and department stores), street shops and outlets.

In order to do well in the business of electronic commerce, Anta sports provides online exclusive funds and the same products under the same season.

Online promotion of serial products such as man Wei and KT has been launched online to promote sales of related products.

At the end of the reporting period, there were a total of 10057 stores in China, including Anta children's independent stores, and FILA's total FILA stores in mainland China and Hongkong, Macao and Singapore, including FILA KIDS and FILA FASHION independent stores, totaling 1652.

DESCENTE has a total of 117 stores in China, a total of 181 KOLON SPORT in China, a total of 77 KINGKOW stores in mainland China and Hongkong, Macao and the United States, and 104 SPRANDI stores in China.

In the future, Anta will further increase the proportion of shops in shopping malls and department stores to optimize the store mix, and will continue to promote the growth of the group in the e-commerce channel.

By the end of 2019, the total number of Anta stores in China (including Anta children's independent stores) is expected to reach 10100 to 10200.

The total number of FILA stores in China, Hongkong, Macao and Singapore (including FILA KIDS and FILA FUSION independent stores) will reach 1800 to 1900 at the same time.

DESCENTE will penetrate into a second tier city and focus on opening stores in superior locations to enhance the brand's market position.

By the end of 2019, the number of DESCENTE stores in China is expected to reach 130 to 140. KINGKOW is expected to have 90 to 100 stores. SPRANDI expects 140 to 150 stores, while KOLON SPORT expects 170 to 180 stores.