Anta Sports Revenue In 2019 Amounted To 33 Billion 930 Million Yuan FILA Contributed 43.5%!

At noon on March 24th, Anta Sports Products Limited (hereinafter referred to as "Anta sports") released its 2019 annual performance.

During the reporting period, Anta sports revenue increased 40.8% to 33 billion 930 million yuan, an increase of 52.5% yuan to RMB 8 billion 690 million yuan, an increase of 30.3% yuan to 5 billion 340 million yuan in profits, and a three increase in the index.

In 2019, Anta sports opened the "collaborative value year" and established the strategic theme of "collaborative incubation, value retailing and internationalization", and implemented organizational change. The three major sports brand groups (professional sports, fashion sports and outdoor sports) and three sharing platforms were set up to integrate resources to achieve synergy effect and promote the comprehensive development of the group.

As of December 31, 2019, Anta has 10516 stores in China (including Anta children's independent store), FILA (demand area: 80-150 square meters, has entered 364 shopping centers) in mainland China, Hongkong, Macao and Singapore have 1951 stores (including FILA KIDS and FILA FUSION independent shop), DESCENTE has 136 stores in mainland China, KOLON SPORT has 185 stores in China, and SPRANDI has 114 stores in mainland China, and KINGKOW has 41 outlets in mainland China, Hongkong and Macao.

　　 Anta and FILA contributed 95% of the total revenue.

Anta sports revenue mainly comes from the core segment Anta, which accounts for 51.4% of the total revenue. Anta's revenue rose 21.8% to 17 billion 445 million yuan, mainly because Anta brand and its products' market awareness promoted Anta's brand income steady growth, while Anta's child income increased significantly.

The FILA Division also contributed 43.5% of the group's overall revenue. The segment revenue increased by 73.9% to RMB 14 billion 770 million, which is mainly due to the continuous improvement of FILA brand and its products' market awareness, the strong performance of the retail business, the increase of physical stores and the improvement of store efficiency, and the development of e-commerce.

　　 Anta children unveiled New York Fashion Week

In September 2019, Anta children officially appeared in the 2020 fashion week in New York with the theme of "juvenile home", becoming the first Chinese children's sports brand to enter the New York fashion week. More than a number of international supermodels and children wear Anta and Anta children's series, transformed into super "stubborn Family Portfolio". The fashion show, based on Olympic inspiration, has launched three major series: "stubborn home", "stubborn family glory" and "stubborn family energy".

Source: Anta children

　　 E-commerce business continues to improve

Anta sports is constantly improving its business to meet the rising demand for online shopping.

Anta sports provides online exclusive and offline products of the same season. At the same time, it should launch many cross border joint products on the Internet, such as the new Anta NASA series, FILA Huang Jingyu and DESCENTE Daniel Wu, etc. these popular IP products continue to make topics.

In addition, Anta sports also strengthened cooperation with Tmall, Jingdong, vip.com and other electronic business platforms to further enhance the performance of e-commerce business. Sales grew by 40% over the same period last year. The growth rate led the whole industry, and the daily peak value of orders reached 8 million. In Tmall double 11 global Carnival "sports outdoor" category list, Anta brand ranked third, Fiore FILA brand ranked fifth, Anta children in the "children's shoes" category is also among the top three. The company's large database has more than 250 million consumer data assets, enhancing consumer insight, and data assets play an important and precise marketing function during the epidemic.

This year, Anta sports has also held hundreds of live broadcaster, through the dress deduction and sports show of the anchor, actively interacting with fans, attracting consumers to watch and chat while they live.

　　 Store upgrade

In this year, Anta sports launched the ninth generation store in Chongqing and Shanghai. It is understood that the new Shanghai Anta ninth generation shop has 2000 business area. The store upgraded from brand image, store image to consumer experience, and injected "digitalization", "youthful" and "professionalization" as the core elements of the new generation store. The store uses self-service cash register system, cloud storage and digital consumer scenario function, which greatly improves the shopping experience of consumers and deepens the value of Anta's technology. Consumers can experience all the Claire Thompson basketball shoes in the shop and customize their costumes to provide better interactive experience for fans.

In addition, Anta children also built 4 stores on the theme of "WILD PARK", and injected exclusive genes of the brand to create high-quality "obstinate" experience. 4 the store takes skateboard park as the design inspiration. The merchandise is mainly driven by professional sports, trend sports, infants and children, and integrates the commodity and the space atmosphere according to the characteristics of children of different ages and sexes. The store also has a new Anta children 4 physical testing system. It will open up online, accurately test children's height, weight and feet, and keep abreast of the growth dynamic data of children, so as to scientifically select the most suitable sneakers for children and bring better shopping experience for consumers.

　　 Accelerating the pace of Globalization

In 2019, Anta sports and other investors' consortium completed a huge overseas acquisition in the history of China's clothing industry and the sporting goods industry in China. The acquisition of Amer Sports and the establishment of a new board of directors have made a further step towards globalization.

Statistics show that Amer Sports is an international famous brand sporting goods company. Its brands include Salomon, Arc 'teryx, Peak Performance, Atomic, Suunto, Wilson and Precor. The business of Amer Sports is balanced through its various sports and product mix and has a place in all major markets. Anta sports acquisition of Amer Sports can further enhance brand capabilities and improve business performance, thereby consolidating the position of the group in the industry.

In addition, Anta Sports Global Retail headquarters, Anta center in Shanghai, has officially launched its foundation, which is an important step in its globalization strategy. The Shanghai Anta center will become a global management base and an international platform for Anta. It will play a more important role in the global innovation and integration base, the global talent development center and the global resource linkage platform.

　　 2020 outlook

　　 The epidemic will affect the first half year's performance

Anta said the sudden outbreak at the beginning of this year will inevitably affect the financial performance in the first half of 2020, and it is expected that it will not return to normal until the second half of 2020.

Anta said the group had the ability to resist risks and good track record, and the impact of the epidemic was controllable. Anta sports expects that the acceleration of industry consolidation will help leading brands to gain greater market share. At the same time, the public's pursuit of health and health lifestyle will continue to grow, and the industry foundation will continue to improve. Anta sports is still confident about the long-term development of the company.

In other words, in the face of the epidemic situation, Anta sports has taken various measures to deal with it, including the establishment of the Anta group's epidemic prevention and emergency management command group, giving RMB ten million yuan to the China Charity Federation, and twenty million yuan of cold proof clothing and related materials to help medical workers in the first line of anti epidemic.

　　 Amer Sports to achieve "1+1>2" effect

In 2019, Anta and other investors completed the acquisition of Amer Sports, and quickly formulated the Amer Sports future growth plan to release the full potential of its internationally recognized brand of sporting goods and equipment.

The new board of directors of Amer Sports reorganized the company's business, established the growth plan, and proposed 5 5 euros development plan of 1 billion euros, namely, the 3 brands of Arc'teryx, Salomon Salomon and Wilson Wilson were built as "1 billion euro" brand respectively, so as to realize the effect of "1+ 1>2"; the Chinese market and the direct mode plan realized 1 billion euros.

In 2020, Amer Sports's business in accordance with the plan was launched in 1-2 months, and was affected by the epidemic since March. However, because the main products of Amer Sports are autumn and winter products, accounting for over 65%. If the global epidemic situation is effectively controlled before autumn and winter, Anta sports is confident that its impact on the annual performance of Amer Sports will remain within the controllable range.

Source: Anta Sports

　　 Further strengthening digital capabilities

In 2020, Anta sports will further strengthen its digital capabilities, plan to build a multi pipeline CRM platform, enhance consumer stickiness, and achieve precise marketing. At the same time, the business departments will fully empower the three brands to break through the digital breakthroughs, and integrate the digital operation with the whole process and value chain, so as to enhance the fine management and operation ability of the group. In terms of the retail pipeline, we should remodel the growth mode, make good use of the data to strengthen the business management under the line, and reconstruct the traditional electronic business platform into a crowd digital platform, from flow operation to consumer operation, pay attention to the depth and breadth of interaction, and pursue high quality growth.

　　 Optimize Anta stores and improve store quality

By the end of 2020, Anta sports will optimize the number of Anta stores and improve the quality of shops. It is estimated that the total number of Anta stores in China, including Anta children's independent stores, will be adjusted to 10200 to 10300. The total number of FILA stores in mainland China, Hongkong, Macao and Singapore, including FILA KIDS and FILAFUSION independent stores, will reach 2000 to 2100. At the same time, DESCENTE will penetrate into the first and second tier cities in mainland China and focus on opening stores in superior locations to enhance the brand's market position. By the end of 2020, the number of DESCENTE stores in mainland China is expected to reach 160 to 170, while KOLONSPORT is expected to have 160 to 170 stores.