Anta'S Market Value Exceeds 200 Billion. China'S Brother Is Going To Challenge The World!

　　 Market value exceeded 200 billion, Anta has become a Chinese sport.

Anta!

In January 13th, Anta sports released the 2019 operation data report. The report shows that compared with 2018, the performance of Anta's multiple brands achieved over two digit growth last year, of which the growth rate of FILA brand was more than 55%. The results can be quite arrogant.

Meanwhile, Anta's share price has also soared in the past year. In January 2019, Anta's share price was only 35 yuan. As of today's close, it has soared to 78 yuan, and it has more than doubled.

Anta's market value also successfully broke through 200 billion, becoming a genuine Chinese sportswear industry.

In many people's minds, Anta, Lining, XTEP, 361 degrees, etc. are all well-known brands of Chinese sports clothes. In fact, these brands have been separated in recent years.

The change began in 2012. In that year, Lining's performance fell sharply, with revenue of 6 billion 700 million and loss of nearly 2 billion. By contrast, Anta's revenue is 7 billion 600 million, and its profit is 1 billion 300 million. Since then, the position of "one brother" in China's sports apparel industry has been handed over to Anta by Lining.

Since then, Anta has entered a rapid development period with a low profile, and the gap with other domestic brands is getting bigger and bigger. By the end of 2018, Lining finally achieved revenue in the struggle for the first time breaking billions of dollars, XTEP's revenue was only 6 billion 400 million, 361 degrees was weaker, 5 billion 200 million, only half of Lining's.

In contrast, Anta's total revenue in 2018 was 24 billion 100 million yuan, two times that of Lining, 4 times that of XTEP, and 5 times that of XTEP 361.

Once a small workshop, after nearly 30 years of fighting, Anta finally secured the position of the domestic industry leader.

From a small workshop to a Chinese brother, Anta relies on brand marketing.

Founded in 1991, Anta was originally a small family workshop.

At that time, a factory boom was springing up in Jinjiang, Fujian. Ding Shizhong and his father also set up a shoe factory. However, looking at the whole country, the number of similar shoe factories is endless, and there are thousands of them in Jinjiang alone. By contrast, Ding Shizhong does not have a unique competitive advantage. And as the number of shoe factories increases, profits continue to slide.

In order to find a way out, Ding Shizhong went north all the way. During the North drift, he found that the shoes he made with his father could only sell tens of dollars in the mall, but those big international cards could be sold for hundreds of thousands of dollars.

In anger Ding Shizhong's heart sprouted an idea. In 1994, he returned to Jinjiang and put the name "Anta" on the shoe factory. He wanted to start making a brand.

In order to start the brand of Anta, Ding Shizhong took a hard heart.

First of all, Anta and sports are firmly bound up.

In Ding Shizhong's view, sports shoes are too single, so Anta should be positioned as a genuine sporting goods brand. Specifically, it is expanding the category. By 2001, Anta's product line has covered sports shoes, sportswear, hat socks, bags and other sports products.

Next is marketing. The most important factor in the success of Anta brand lies in its strong marketing practices.

In 1999, Ding Shizhong first paid 800 thousand to the then world champion of table tennis, Kong Linghui, who was the spokesman of Anta.

Later, Ding Shizhong spent more than 5 million on the big deal, putting Kong Linghui's endorsement of Anta in prime time on CCTV sports channel. You know, at that time, Anta's annual profit was only about 6000000.

At that time, no one dared to do so in the market, so Anta stepped on the right time and started to win fame in one fell swoop. Soon, Anta's more than 2000 franchise stores nationwide began to queue long before.

Since then, Anta has made persistent efforts, whether in the Olympic Games, marathon or basketball matches, as long as sports related large-scale events, Anta's figure is indispensable. It stands out from tens of thousands of shoe factories in China.

In 2007, Anta went public in Hong Kong and gradually became one of the giants of the domestic sports apparel industry.

　　 Where does China's brother challenge the world?

When Anta was listed in 2007, the issue price was only 7.6 yuan. But in the past 13 years, Anta's stock price has reached a record high of 10 times, and its market value is as high as HK $200 billion.

Compared with the well-known German brand Adidas, its market capitalization is only 17 billion 400 million US dollars, or HK $135 billion 200 million. Anta has left it far behind. Today, Anta has not only secured the position of a domestic elder brother, but will also embark on a new journey to challenge Nike, the world sport.

From the breakthrough of domestic brands, Anta relies on brand marketing. What is the bottom line of Anta?

The answer is brand acquisition.

In fact, Anta's brand acquisition has achieved good results.

The first is FILA, which now has half of Anta's performance.

In 2009, Anta successfully acquired the Chinese business of Italy brand FILA at a price of less than 600 million yuan. 5 years later, FILA began to make profits and its revenues continued to rise year after year. In the first half of 2019, FILA earned 6 billion 400 million yuan, up 80% from the same period last year, contributing directly to Anta's revenue of up to 44%.

The second is a series of other international sports brands, which contributed to the growth of 30-35% for Anta.

After the acquisition of FILA, Anta went on the road of acquisition. In succession, Japan's high-end ski brand Desanto, Korean outdoor mountaineering brand Cologne and Hongkong middle and high end children's clothing brand laugh Xiao Niu's income pocket. In the January 13th report, the "other brands" that Anta's performance achieved 30-35% growth is just above brands.

In addition, in 2019, Anta eyed Amer Sports and bought it at a price of 4 billion 600 million euros.

Who was Amer Sports? It was founded in 1950, it is earlier than Anta's own history, and it has been listed in 1977. As one of the world's top sporting goods manufacturers, Amer Sports is known as "Hermes" in sportswear.

It is worth noting that in Anta's latest report, the business of Amer Sports has not yet been included.

Obviously, Anta has entered the fast lane in the international arena. Predictably, Amer Sports will become an important weapon for Anta to snipe Nike in the future, and its power may be no less than that of today's FILA.

Although the market value of Nike and Anta are still 5 times the distance, but the market is changing rapidly. With the attack speed of Anta today, Nike will not be able to defend the future of the world sports apparel industry.