Clothing Grabbed Two Seats. Anta And Hai Lan's Home Were Selected As Brandz 2019 Most Valuable Chinese Brand 100.

In May 6th, the list of "BrandZ 2019 most valuable Chinese brands top 100" was launched jointly by WPP and kaydo in Beijing.

Clothing category accounted for two seats

The list shows that Alibaba won the top spot for the first time, and its brand value increased by 59% compared to the same period last year, reaching US $141 billion. Anta has become the only selected brand in the sporting goods industry, ranking first in the "clothing" category. Brand value reached US $986 million and brand value increased by 27% annually. Hai Lan's home is close behind, with a brand value of US $951 million. They become the only two finalists.

Sportswear: Anta

according to Anta The 2018 earnings report showed that the annual operating income rose 44.4% to 24 billion 100 million yuan, and net profit increased 32.9% to 4 billion 100 million yuan. Two core indicators of revenue and net profit have reached a record high and maintained double-digit growth for 5 consecutive years. In the past year, the retail sales of Anta brand increased by 10% to 20% compared to the previous year, and the retail sales of other brands based on FILA increased by 85% to 90% over the same period. Under the multi brand strategy, Anta has the international brand in China, including sports fashion brand FILA, Korean outdoor brand Kolon, mountaineering brand Sprandi, winter sports brand Descente and children's wear brand Kingkow.

From the product category, the operating income of Anta clothing category rose by 61.4% to 14 billion 700 million yuan in the 2018 fiscal year, occupying 61.03% of the total revenue, which was higher than that in 2017. Footwear revenue was 8 billion 600 million yuan, an increase of 22.5%, accessories increased by 43.9% to 760 million yuan.

By the end of 2018, Anta sports had 10057 Anta main brand stores (including Anta children's independent stores), 1652 FILA stores and 117 Dizon stores.

In order to further consolidate the multi brand strategy, Anta completed the acquisition of the "original bird" parent company amamin sports early this year. The takeover was led by Anta, and the consortium of investors from the joint source capital, Anamered Investments and Tencent launched a takeover bid for amamin sports to purchase its full stake at a price of 40 euros per share, with a total price of about 4 billion 600 million euros. Through this acquisition, Anta has made a step toward internationalization, expanding its popularity and improving its overall strength.

Men's clothing: Hai Lan's home

according to Hai Lan's home According to the 2018 earnings report, the annual operating income reached 19 billion 90 million yuan, an increase of 4.89% over the previous year, and net profit of 3 billion 455 million yuan to the parent company, an increase of 3.78% over the same period last year. Net profit after deducting the net profit was 3 billion 268 million yuan, down 0.63% from the same period last year. Although in recent years, the performance of Hai Lan home has maintained a sustained growth, but has slowed down. Data show that from 2014 to 2018, the net profit of Hai Lan's home was 2 billion 374 million yuan, 2 billion 953 million yuan, 3 billion 123 million yuan, 3 billion 328 million yuan and 3 billion 450 million yuan respectively, and the net profit growth rates were 75.83%, 24.50%, 5.74%, 6.5% and 3.78% respectively.

In the case of slower performance, Hai Lan's home has also undergone a series of transformation. Located at the road of diversity, Hai Lan's family has developed business in women's wear, children's wear, home and overseas. At present, there are 8 brands of Hai Lan's family: Hai Lan home, San keno, AI Ju rabbit, black whale, OVV, AEX, Hai Lan optimization living hall and boys and girls. Among them, the black whale, OVV and AEX were founded in 2017, respectively, for sports brand, women's wear brand and men's wear brand. Boys and girls were Hai Lan's home in 2018, through holding their children's clothing brands to increase their capital, the target group is 6 months to 16 years old children, positioning high quality, high cost performance; Hai Lan preferred life hall is lifestyle household brand, main office supplies, toiletries, bedding and other ten commodity products.

According to the first quarter report released by Hai Lan's home in 2019, the company achieved operating income of 6 billion 89 million yuan, an increase of 5.23% over the same period, and a net profit of 1 billion 210 million yuan attributable to shareholders of listed companies, an increase of 6.96% over the same period last year. From the ranking of net profit, Hai Lan's home ranks first in the clothing brand.

Multi category influx of hundred strong

This year, the top 100 brands of the most valuable Chinese brands are divided into 24 categories. 13 types of brand value have increased, of which cultural entertainment is the top 186%. Followed by education and retail categories, the strong performance has continued over the past few years, with a growth rate of 57% and 55% respectively. The majority of the top 100 seats in the technology sector accounted for 26% of the total brand value of the top 100 brands and accounted for six of the ten of the top 11 brands overseas.

This year's list added four categories, namely, consumer finance, cultural entertainment, life service platform and travel services. Such a diversified list reflects more comprehensively how the more mature Chinese consumers have promoted the change of brand pattern. China has formed a unique market, and the brand has brought forth new products and services with unprecedented speed and convenience. Artificial intelligence, e-commerce, innovators in new retail and social media are particularly prominent. In addition, this year, for the first time this year, the unicorn brand based on the latest public valuation is included in the selection scope, reflecting the vitality of the Chinese market and the influence of these brands.

According to BrandZ's research, the success of these brands has been promoted by mobile centric and convenient oriented new China's lifestyle. At the same time, the Chinese government has been pushing ahead with the digital road with its own characteristics, promoting more inclusive, universal and balanced global economy, and actively promoting the adjustment of industrial structure.

This year, the threshold of the 100 most powerful Chinese brands in BrandZ2019 has increased from 311 million US dollars in 2018 to US $681 million, and the entry threshold has more than doubled. This shows that people are increasingly recognizing that brand value continues to grow because of its leading edge in innovation. In the context of fierce competition and fast changing market, building a stronger brand is a necessary condition to maintain sustainable competitiveness.