Anta Sports 2019 Revenue 33 Billion 900 Million Innovation High Five Years, "Small Target" Will Not Change.

"This is a year of excellent performance since Anta went public." In March 24th, Anta held the 2019 earnings report online conference, Anta group executive director, group CFO Lai Shixian said so.

In March 24th, Anta sports (02020.HK) released its 2019 performance report. Its annual revenue reached 33 billion 927 million yuan, an increase of 40.8% over the same period last year. It has set a new record in the history of China's sporting goods industry. Compared with the income of 24 billion 100 million yuan in 2018, it increased by nearly 10 billion yuan, with net profit of 5 billion 425 million yuan, up 32.2% over the same period last year. By the end of March 24th, Anta sports rose 8.27%, closing at 53.65 yuan per share, with a total market capitalization of nearly 145 billion yuan.

The reason why Anta group's growth is so strong is largely due to its continuous development of "single focus, multi brand and all channel" development strategy. The use of the "three brand groups" plus the "three sharing platform" mode has enhanced the brand of many brands in terms of brand strength, commodity strength and retailing power. The rapid growth.

Anta group divides its brand into three categories: Anta, Anta children, Sprandi and AntapluS professional sports brand group, with FILA, FILA FUSION, FILA KIDS and Kingkow as the main sports brand group, and the outdoor sports brand group represented by amamin sports, DESCENTE and KOLON SPORT.

Among them, the main brand Anta 2019 revenue is still eye-catching, achieving 17 billion 450 million yuan, an increase of 21.8%, accounting for about 51% of total revenue, operating profit increased 26.2% to 4 billion 670 million yuan.

It is noteworthy that, after ten years of FILA rights, Anta group released its complete annual report separately for the first time. In terms of income scale or net profit index, FILA has become a growth power for the group and is sharing the autumn color with the main brand "Anta". According to the financial data, in 2019, the FILA brand contributed about 14 billion 770 million yuan, an increase of 73.9% over the same period, accounting for 43.5% of the group's total revenue.

FILA is the main high-end sports fashion dress, with the FILA main brand, FILA KIDS and FILA FUSION constitute the brand matrix, shops are mainly laid in the domestic second tier cities, mainly shopping malls and department stores. By the end of 2019, FILA had opened 1951 stores in mainland China, Hongkong, Macao and Singapore, with a net increase of 299. Anta said that FILA will continue to open strategic stores and expand channel coverage in the future.

However, compared to the growth of the two pillar brands of Anta and FILA of Anta group, the contribution of the newly acquired Amer Sports to Anta has not yet been reflected.

Anta group's expectations for Amer Sports are very high. It has proposed the goal of achieving double billion sales by 2025, with the existing brand of 100 billion yuan and the brand of amamin sports 100 billion yuan.

In the view of economist Song Qinghui, from the perspective of Anta's transformation of FILA, it is not without chance to achieve the goal of five euro 1 billion euro by means of the global market, but the premise is whether the amamin brand as a high-end outdoor brand can maintain an annual growth rate of 30%.

At present, due to the impact of the epidemic, Anta sports retail plan has also been affected, but Anta group remains optimistic, said that from the beginning of the epidemic, Anta has shifted its focus to the online business. At the end of January, it pioneered the "full retail" innovation project in the industry, and saw changes in the industry and consumption environment under the epidemic as a good opportunity for the company to promote efficient transformation.

In the future, Anta group's digital strategy will be developed from three aspects, namely, intelligent merchandise, all channel multi brand CRM platform construction, whole process full value chain digital operation and so on, enabling high quality growth.