Multi Brand, Innovative Technology, And Overweight Ice And Snow Anta Are Proving Their Strength With Action.

In June 18th, Ding Shizhong, chairman and chief executive officer of the board of directors of Anta group and chairman of the board of directors of the AMF group, publicly stated that Anta group became the world's third sporting goods group and China's first sporting goods group at the sixth World Conference on Fujian merchants.

Anta, who has made a great progress, has finally won the sport brand "world third" laurel, second only to Nike and Adidas.

As of June 21st, the total market value of Anta was HK $139 billion 236 million, or about 122 billion 481 million yuan.

2018 is a year of Anta's harvest. It has created the most brilliant achievement in the group's history. Data show that in 2018, Anta's operating income reached 24 billion 100 million yuan, an increase of 44.4% over the same period last year. Net profit attributable to shareholders of listed companies was 4 billion 100 million yuan, an increase of 32.9% over the same period last year, and gross profit reached 12 billion 687 million yuan, an increase of 53% over the same period last year.

With the fast growing performance, Anta has successfully left Lining, XTEP and 331 parallel sports brands behind and become the first sporting goods companies in China.

The success of leading other sports brands in China benefited from the multi brand strategy and marketing and product upgrading of Anta group, and this strategy continued in 2019 to consolidate the leading position of domestic sports brands. What strategies did Anta make in the first half of 2019?

Multi brand strategy

In the first half of 2019, Anta was most attracted by the acquisition of Finland sporting goods group Amer Sports (Ya Mafen).

In April 11th, Ding Shizhong, chairman of the board of directors of Anta group, announced that he was the chairman of the sports board of Finland on the same day and set up a new board of directors.

With this announcement, overseas acquisitions and acquisitions over half a year have come to a close.

In December 7, 2018, Anta group announced that the joint private equity fund FountainVest Partners (Fang Yuan capital), Chip Wilson (the founder of the Canadian Yoga brand lululemon) and Tencent formed an investor consortium to acquire all the shares of Amer Sports, the price is about 4 billion 600 million euros (about 37 billion 100 million yuan).

In April 12, 2019, Anta announced that the shares it acquired accounted for about 98.11% of Amer Sports's total shares and voting rights, and the total spanaction amount was 5 billion 600 million euros.

Xu is the acquisition of FILA to enable Anta to usher in a burst of performance. Anta continues to implement the "multi brand" strategy and uses the acquisition brand to realize the international expansion of the group. At the rapid development stage, Anta spent a lot of money to acquire Amer Sports, which helped Anta to reduce its dependence on the Chinese market and further expand its international market.

But the growth of the acquisition of FILA also brought trouble to Anta. In May 30th, Soren Aandahl, founder of Blue Orca, a short seller, openly questioned Anta's governance and the opaque income of mainland FILA, which greatly increased its revenue. In addition, he believes Anta sports shares have a drop of up to 34%.

After the short message was released, Anta's share price fell to 12%, narrowing to 5.53% to HK $46.95 throughout the day.

Subsequently, Anta group issued a telephone conference to further explain the company's allegation of exaggerating the FILA's brand income and flat efficiency, focusing on Blue Orca, saying that the FILA stores were concentrated in a second tier city, with a higher unit price and a higher sales rate, and the discount rate was generally 60 percent off, which was not consistent with the hypothesis of Blue Orca.

Despite the successful experience of acquiring FILA and continuing to expand the overseas market to acquire Amer Sports, different brands also have different effects, and it is a protracted war, which is extremely challenging for Anta's future development.

Technological innovation products

In addition to the acquisition of overseas brands, the implementation of multi brand strategy is implemented. Anta also focuses on product development. In the first half of the year, it launched a number of new products, with high technology content, and continued to be liked by consumers.

In April 10th, Anta released a new technology platform for sports soles and launched a series of "hydrogen running" series running products.

It is understood that the "hydrogen run" series sole has 400 billion bubbles, the density is only 1/9 of paper, which provides kinetic energy collection and feedback. The vamp is covered with thin MONO yarn, which is 60% lighter than that of the ordinary mesh cloth. After 40 thousand times, the compression deformation remains good.

In the market where consumer demand is constantly increasing, Anta is constantly strengthening product innovation to attract consumers, and meet the needs of consumers for specialization and personalization of sports equipment with new technologies and applications.

In May 10th, Anta launched a comprehensive training shoe, "cola shoes" jointly launched with Coca-Cola, at the Sanlitun store in Beijing, which was on sale that day. The first batch of Anta "cola shoes" sold out in 20 minutes, and the cross border trend was trendy. It is proved again that Anta is becoming the leader of the domestic sports trend brand.

As an international beverage brand, Coca-Cola has harvested consumers from all over the world. The Anta and Coca-Cola launched "cola shoes". Besides joining the classic elements of Coca-Cola, they also integrated the low calorie health promotion of diet cola into the design of sports shoes, so that sports fans could inject happiness and persistence in the process of sports and achieve a happy and healthy lifestyle.

In addition, the "coke shoes" outsole is equipped with a full palm A-FIASHFOAM material, which can be used for slow vibration support. The middle waist uses A-LIVEZONE dynamic cable technology, followed by flexibly flexed feet, which can well protect the athletes.

In fact, this is not the first time Anta launched the explosive shoes. Under the trend of movement, Anta firmly grasped the fashionable mentality of consumers, and worked with many mainstream IP such as NASA, man Wei, etc., to launch products with technical content, and very topic oriented, and became the makers of the domestic brands.

Overweight ice and snow Market

The 2022 Winter Olympics in Beijing will be held in Zhangjiakou. As time goes on, domestic sports brands continue to overweight the ice and snow market in order to get higher development opportunities in the national policies and expanding brands in China's emerging markets. As the official partner of Beijing's 2022 Winter Olympic Games and the winter Paralympic Games, Anta will further enhance the development of the ice and snow market.

In March 27th, Anta group launched the first "Anta growth and development public welfare program, Winter Olympic education base", launched in second primary school of Zhangjiakou Economic Development Zone, Hebei.

Anta takes the school as the starting point, through the creation of the Winter Olympic education base, to enhance the quality education of youngsters, and to train children's ice and snow sports expertise.

In April 2nd, the Anta group "Beijing Winter Olympic Games support studio" was unveiled in Xiamen and was formally put into use. The studio, as a training preparation for the Beijing Winter Olympic Games, continuously improved the equipment and clothing technology content, and provided the level of equipment support for the ice and snow project national training team.

It is understood that the laboratory is equipped with 3D printers, wearable sensors, high-speed photography system, clothing materials optical microscope and other technical equipment, integrating the world's ice and snow equipment high-end raw materials, to achieve personalized ice snow equipment research and development and customization, from all aspects of technology and other aspects of comprehensive support to support the Beijing Winter Olympic Games "expand, consolidate, fine soldiers, sprint" preparation strategy.

Ding Shizhong, chairman of the board of directors, once said that the effective supply and demand expansion of China's ice and snow industry is still facing bottlenecks, and consumption is at a low level. With the preparations for the Winter Olympic Games in Beijing in 2022 and the upgrading of sports consumption, the ice and snow industry is accelerating. At present, we should expand the ice and snow sports population and promote the upgrading of ice and snow consumption by cultivating endogenous kinetic energy as a breakthrough.

In fact, whether it is multi brand strategy or technological innovation, Anta has achieved the success to a certain extent. Although it has won the first prize successfully in China, Anta still needs more efforts to catch up with the two sports giants of Nike and Adidas in the world. From the aspects of brand, product, production, channel and so on, we must refine, especially the product level, only by using the professional expertise of technology to get the recognition of consumers, can we really win the market.