Crazily 24 Billion 100 Million, Shop 12000, Anta Replaces "Mainland Clothing Brand One Brother".

Earnings data show that in 2018, Anta group (02020-HK) earned 24 billion 100 million yuan, an increase of 44.4% over 2017.

In the same period, the gross profit of the group was first broken 10 billion, reaching 12 billion 690 million yuan, with a profit of 5 billion 700 million yuan.

It is worth noting that in 2018, Anta's market value exceeded HK $130 billion, and the market value of RMB converted to RMB was also 100 billion.

It can be said that, as the only clothing brand in last year's list of the top 100 Hong Kong stocks, today's market value has broken 100 billion, and profits have broken tens of billions. Anta, which opened up thousands of stores, has not only reclaimed "one brother of the mainland clothing brand", but also has more obvious advantages among its peers.

In March 8th, Anta group announced that it had received all official sanction for the takeover of 4 billion 600 million euros (nearly 36 billion yuan) to acquire AmerSports, a well-known pnational movement Brand Company.

In Anta's "multi brand" strategy, in 2025, Anta will achieve hundreds of millions of "small targets".

In March 2019, Brand Finance, the famous British brand assessment agency, released the list of the 50 most prestigious clothing brands in the world, and Nike ranked first again in 2019.

The list includes sports apparel brands such as Nike and ADI. It also includes global fast fashion brands such as HM, ZARA and UNIQLO.

As the only clothing brand in the mainland, Anta ranked twenty-first.

It is interesting that this is not the first time Anta has been selected.

Compared with last year's twenty-eighth place, Anta went to 7 places.

Why can Anta stand out in a fashion brand?

And maintained a relatively rapid upward trend.

A professional analysis pointed out that Anta's success has benefited from the "strong alliance" with Tmall in the past two years, especially in the new retail sector. Anta has continued to exert efforts to drive the rapid growth of the brand.

Taking Tmall's smart store as an example, Anta has accumulated more than 500 smart stores and has recruited nearly one million brand members in Guangdong province for more than a year.

On the basis of 2017, Anta further accelerated the integration of offline business on new retail lines, especially the training of responsible persons in retail stores.

As the first batch of brand clothing manufacturers to pform online retail business in China, Anta enjoys huge traffic dividends.

In 2018, Tmall's double 11 and Anta electricity suppliers all day ran 1 billion 130 million yuan, an increase of 67% over 2017.

According to Anta executives, Anta brand plus FILA is the top 11 in double sales.

In 2019, Anta extended its big data technology to product design and retail terminals, and deepened its deep cooperation with ALI.

As of December 31, 2018, the number of Anta's main brands, including Anta's children's independent stores, was 10057 (at the end of 2017), and the number of FILA stores (including FILA KIDS and FILA FUSION independent stores) in mainland China, Hongkong, China, Macao and Singapore was 1652 (2017 at the end of 1086).

If we consider other brands of Anta, the total number of Anta stores has reached 12000 in 2018.

According to Anta's disclosure in the earnings report, by the end of 2019, the total number of domestic Anta stores, including Anta children's independent stores, is expected to reach 10100 to 10200.

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

Because of this, Anta's 2018 earnings report shows that the group's annual revenue is about 24 billion 100 million.

In the three main businesses, footwear revenue is 8 billion 630 million yuan, clothing revenue is 14 billion 710 million yuan, and accessories sales revenue is 759 million yuan.

Although the data are exciting, it is easy to find the source of revenue by analyzing the source of revenue: Anta's base camp is in the three or four tier city, the customer group is "outside the five ring users", and it is difficult to win the high-end users if they want to enter the first and second tier cities.

On the other hand, ADI and Nike's brand positioning also gradually sinks, and the intention to compete for market share is more obvious.

In order to further strengthen its competitive advantage and stand out from the competition in the international first-line brand, Anta decided to speed up the acquisition of the Finland sporting goods group amamin.

In fact, as early as 2009, Anta acquired the international high-end sports brand FILA through international acquisitions.

At that time, FILA was in financial mire, and the outside world was not optimistic about the acquisition.

However, Anta is looking at the brand positioning of FILA's "high-end sports line".

Brand awareness in the market segments such as tennis and skiing.

The acquisition of FILA and the integration of two R & D advantages will help Anta grab more high-end sports market share.

After 10 years of efforts, FILA has become an important part of Anta brand matrix.

In 2018, FILA related stores grew by 566, and 590 of Anta's main brand Anta stores all year round.

A Anta executive told the media that FILA was the fastest growing brand in Anta group in 2018, and about 1600 stores related to FILA contributed a lot in the group.

There are also some shops in our country which are similar to our friends, but the benefits are less than half of ours.

Of course, this is only the beginning of Anta international acquisition.

In December 7, 2018, Anta group formally joined the consortium of other investors to make a bid offer to Ya Mafen, sporting goods group of Finland.

The AMF group includes many brands such as Salomon (Salomon), Suunto (song Tuo), Arcteryx (Wilson) and Wilson. The consortium headed by Anta plans to buy amamfin at a price of up to 43%, at 40 euros per share, and the purchase amount is about 4 billion 600 million euros (about 37 billion RMB).

In the view of Anta group management, the brand of AMF is difficult to measure with money. These brands can not be built with money in the short term.

Although sales in China are rather small, what Anta looks at is the global influence of the company and its future prospects in the Chinese market.

It is these good marketing data and strategic layout that make Anta very popular with international investment institutions.

After Anta released its 2018 results, Morgan chase, Merrill Lynch and other investment banks issued a report that Anta maintained confidence and solid performance can be held for a long time.

JP Morgan maintained confidence in Anta's performance in 2019, saying sales will grow by 24% this year.

In addition, JP Morgan believes that Anta's dividend payout ratio will not be less than 30% in 2019 after completion of the acquisition of the company.

As a result, Morgan promoted Anta's 2019 and 2020 earnings forecasts by 2 to 3%, and the target price was raised from HK $40 to HK $47.5, reaffirming its "increase" investment rating.

Another well-known investment institution, Bank of America and Merrill Lynch, has raised the target price of Anta to HK $52.3.

In this regard, Bank of America Merrill Lynch said Anta's strong earnings performance will be further reflected in the stock price trend in the future.

Similarly, Furui securities also raised the target price of Anta, from HK $48 to HK $53, and continued to give a "buy" rating.

In the analysis report, Fu Rui said that with the popularity of FILA brand and the good momentum of growth this year, it is believed that the acquisition of Amer Sports will help slightly increase Anta's earnings per share.

With the approaching of the Winter Olympics in 2022, it will undoubtedly help further the development of Anta brand.

With the completion of international acquisitions, the brand matrix of the group has been further improved. Compared with 2018, Anta has developed more space in 2019.

The 2018 performance exceeded the market expectations and is expected to continue to achieve high growth in 2019.

By focusing on the strategic layout of the brand and striking the international market, this year will be a turning year. Since 2019, Anta has begun to break hands with the international giants.

Of course, in the current adjustment of industrial structure, Anta also needs to constantly upgrade its own innovation capability and enhance its brand competitiveness.

Only when a brand is full of innovation can it constantly enhance its competitiveness and stand out from the competition in the international market and truly become an international brand.