In The First Quarter, Anta'S Brand Retail Sales Grew At A Low Level, And The 9 Word Strategy Helped Steady Improvement.

Anta Sports Products Limited (hereinafter referred to as "Anta sports") released the latest performance in the first quarter of April 12th. In the first quarter of 2019, the retail sales of Anta brand products (calculated by retail value) compared with the same period in 2018, recorded a low 10%-20% growth.

In the first quarter of 2019, the retail sales of other brand products (calculated at retail value) increased by 65%-70% compared with the same period in 2018.

Analysts believe that Anta sports successfully implemented the strategy of "single focus + multi brand + multi-channel" to support the strong growth momentum of the company's performance.

It is expected that Anta will continue to be the leading industry in the next few years and will achieve better performance than its peers.

By the end of 2018, Anta sports had 10057 and 1652 Anta and Fila stores respectively, and exceeded the guidelines in half a year (Anta's 9700 -9800 homes and Fila1400's -1500 home). Meanwhile, Anta sports focused on promoting single store sales to promote growth.

The monthly effect of Anta's main brand and children's wear reached 220 thousand yuan and 130 thousand yuan, an increase of about 10% over the same period last year.

Fila and children's clothing sales reached 700 thousand yuan and 300 thousand yuan in the single month, up 40% and 50% respectively, and the inventory level was healthy. The sales rate of Anta's main brand remained at about 4.2 months.

Fila's inventory turnover days dropped from 150 days to 130 days.

Thanks to the continuous improvement of store operation efficiency, overall sales volume is expected to maintain steady growth.

Anta sports 2019 total sales increased 20%, Anta and Fila brand sales achieved double-digit and 30% growth respectively, and by 2020, the total running CAGR reached 15%-20%.

In other brand businesses, Descente will continue to expand actively and strive for profitability in 2019. Sales of AmerSports and Kolon are expected to remain small.

At present, Anta sports has 6 brands, which are distributed in different fields. Among them, the main brand Anta (including ANTAKIDS) has reached 10057 stores at the end of 2018, and 590 stores have opened 590 stores in the year. FILA (including FILAKIDS and FILAFUSION) reached 1652 at the end of the year, 566 stores opened in 2018, and the other brands have a smaller base.

KOLON stores have 8 H2 outlets and 181 stores at the end of the year.

SPRANDI opened 23 stores to 104 stores within the year, but failed to meet the target set by the company.

KINGKOW opened 14 stores to 77 stores during the year.

Ju Xinghai, an analyst at Guosheng securities, said that Anta sports began to build platform management in 2018. By building a retail, procurement and sharing platform, it can give multi brand empowerment, making the matrix matrix increase.

With the Anta sports brand matrix perfect, the main brand stable, FILA brand rapid growth, the 2022 Winter Olympic Games will help Desanto brand development, and Anta sports strategy is leading, accelerate the internationalization of the door.