Anta 2019 Improved In The First Quarter, Becoming The 2019 Most Valuable 50 Apparel Brand.

According to the latest report released by Brand Finance, "Brand Finance Apparel 502019 (the 50 most valuable clothing brands in 2019)", Nike ranked the top of the list with the brand value of $32 billion 400 million, and Anta ranked twenty-first in the list, which is the only Chinese clothing brand on the list.

Recently, Anta Sports Products Limited released the first quarter earnings data in 2019. The retail sales of Anta brand products increased by 10% to 20% compared with the same period in 2018. The retail sales of other brands such as FILA increased by 65% to 70% compared with the same period in 2018.

In addition, as the acquisition of Anta group is close to completion, the new board of directors of Amer Sports is officially established. The chairman of Anta group's board of directors, Ding Shizhong, has announced its appointment as chairman of the board.

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 brands, Descente will continue to expand actively and strive for profitability in 2019, but the sales contribution of AmerSports and Kolon is still expected to be small.

Store situation

By the end of 2018, there were 12188 stores in the group, of which 10057 were Anta stores (including Anta children's independent stores), and FILA brands had 1652 stores in China, Hongkong, Macao and Singapore (including FILAKIDS and FILAFUSION independent stores).

Anta brand has opened the high standard flagship store in the mainstream business circle, and has entered the shopping mall of the mainstream city and the consumer business circle.

Brand rebuilding of main brand Anta

The group's main brand, Anta, rebuilt its brand last year, linking the young consumers through the integrated marketing of category, and continuously increased the cost of R & D activities, which has accounted for 5.2% of the total sales cost. The group has several research and development centers in the world, including the United States, Japan, Korea, China, Hongkong and Mainland China, attracting nearly 200 design and research experts from 18 different countries and regions. Anta independently developed "wormhole technology" and C202 running shoes, helping thousands of professional marathon runners succeed in PB, becoming one of the most popular domestic running shoes on the marathon.

Other brands' sports market segmentation

The group's second main brands, FILA, are targeting high-end sports and fashion, covering high-end consumers from 25 to 45. Last year, they debuted in the fashion week of Milan in Italy, leading the global fashion movement. FILA, a consumer group with many brands to develop the fashion movement: FILA fashion movement, FILAFUSION (tide brand) and FILAATHLETICS (professional sports), with differentiated commodity positioning to meet diversified consumer demand.

And signed Wang Yuan as the spokesman of the trend movement to enter the market of young people aged 20 to 30 years.

FILA collaborated with outstanding international designers, including Wu Jigang, a Chinese fashion designer in New York (Jason Wu), the famous American fashion designer Ginny Hilfiger, and another famous designer Lin Nengping (Philip Lim), leading the trend of high fashion fashion.

In addition, Anta group's brand Desanto (DESCENTE) formally signed the famous movie actor Daniel Wu of Hongkong as the brand spokesperson in China, focusing on high-end sports products, including skiing, comprehensive training and running, becoming a new brand pursued by the middle class. The brand remolding of outdoor sports and KOLONSPORT has achieved initial success; Spandi (SPRANDI) is mainly attacking the Chinese fashion footwear market, and its business is expanding to the emerging middle class market.

Group multi brand has found an accurate location and development space in the consumer segmentation market.

Sports marketing emphasizes the professional sports attributes

Anta brand takes advantage of sports marketing to help Pingchang Winter Olympic Games, Jakarta Asian Games and Argentina Youth Olympic Games. The national team is equipped with advanced technology and a new look, and the Olympic theme goods become a new consumption fashion. After signing the NBA star Gordon Hayward, after Anta, Thompson, Rajon, Rondo and Luis Scola, Anta's overseas spokesperson resources will be added to another resource. Anta basketball P is going to be crazy. It will pform the sports star assets into commodity selling points and promote the growth. The limited edition basketball shoes price of 160 US dollars will cause thousands of people to queue up to buy in San Francisco, and cooperate with the calligraphy artist Zhu Jingyi to "KT4- in a deep stream".

Using big data to gain insight into consumer behavior

In 2018, based on big data research and consumers' insight into the change of consumer behavior in the group's electricity supplier, we used the special products that meet the needs of the young consumer groups, through optimizing the online store interface, improving product presentation and display, and providing comprehensive customer services, including secure payment procedures, sound supply chain, fast and reliable distribution service, VIP membership system and replacement shopping guarantee, to get positive feedback and recognition from consumers.