Anta Betting On International Market Benchmarking Nike And Adidas?

Anta's international ambitions are revealed. Recently, Anta Sports Products Limited (hereinafter referred to as Anta) set up ANTA SPORTS CAMPUS in the West Hongqiao Business District of Qingpu District, Shanghai, as Anta's global retail headquarters. (CAMPUS) In addition, Anta proposed to develop the brand of the outdoor brand of eamfin, Salomon and Wilson, into three brands worth 1 billion euros. It can be seen that Anta has been ready to take the lead in the sports apparel industry, Nike and Adidas, to advance to the international market.

It is learnt that in the future, Anta will bring together many international brand retail management centers of the group in Shanghai Anta center. The center will serve as one of the global management bases of Anta group, and will serve as an important platform for Anta global innovation integration base, global talent development center and global resource linkage.

In addition, Anta also released the development plan of amamin sports. In the next 4-5 years, Anta will focus on the construction of its outdoor brands, including the original bird, Salomon and Wilson. The proportion of shoes and garments in these three brands will increase from 40% to 50%, and at the same time, the layout of the channels can be increased. The number of self owned stores in the three major brands will increase by more than two times, and the composite growth rate of the global electricity supplier will reach 30%-40%, and the proportion of income will increase to 30%.

To achieve the above goals, Anta sports will focus on enhancing its competitiveness in key areas, including adjusting management, strengthening Chinese team, strengthening retail system and global warehouse capacity, and actively managing brand portfolio to ensure maximization of value creation.

For the specific contents of the amamfin sports growth plan, Anta responsible person told the media that Anta is working out a detailed business plan, or will look for the right time to announce the details at the beginning of next year.

Since the acquisition of amamin sports, Anta has shown strong confidence in catching up with its competitors. Anta has said: "on the frontline battlefield, Nike's advantage is difficult to shake in the short and medium term, and our acquisition of amamin sports can quickly occupy high points in the market segments, forming a new confrontation pattern of differentiated competition."

There is still a gap between Nike and Adidas.

However, the financial situation of amamin sports is not optimistic. According to Anta's semi annual report this year, MascotJVCo (amamin sports main Holding Company) lost a net loss of 849 million euros in about three months.

In addition, the British brand assessment agency brand financial company released the list of the 2019 most valuable 50 clothing brands in March this year. The sports brand Nike ranked first, with a brand value of 32 billion 421 million dollars, an increase of 15.7% over the previous year. Sports brand Adidas ranked third, Anta ranked twenty-first. It can be seen that Anta and Nike and Adidas still have great differences in brand value.

Liu Liang, a clothing industry expert, told the China Commercial Daily reporter that Anta's plan for its brand is still clearer, but Anta's brand is numerous. How to maximize the advantages of each brand and produce synergy needs careful consideration.

He believed that the success of Anta, a sports brand, was full of confidence. However, the success of Fiat took ten years. Whether the brand of amfam sports brand can achieve Anta's "small target" within five years remains to be tested by the market.

In addition, the Chinese stationery and Sports Goods Association, an anonymous expert, told the China Commercial Daily reporter that the outdoor products industry is not very prosperous, and the domestic consumption demand is not strong, and the market is still in the breeding stage. If Anta can catch up with the outbreak of outdoor products market in the future, it may also be promoted to international brand through amamfin sports.

In this regard, Anta also elaborated on the development plan of amamin sports, saying that future business opportunities and challenges exist. Anta will complete the platform to build three professional brand groups, including professional, fashion and outdoor sports. It will build a retail platform, supply chain platform and IT financial backstage organization platform to provide retail resources support for amamin sports.