Anta'S Performance In The First Half Of 2020 Is Bright, And The Trend Of All Indicators Is Healthy

This year, Anta has been listed in brand finance's "50 most valuable clothing brands in the world in 2020" for the fifth consecutive year, becoming the only Chinese sporting goods brand in the list, and becoming one of the top 500 most valuable brands in the world "for the first time.

Although this year's epidemic has had a huge impact on major industries, Anta sports has announced its uncensored interim performance for the six months ending June 30, 2020. Although the company's performance has been affected, it will not hinder its long-term development.

According to the data, Anta Sports Group achieved revenue of 14.669 billion yuan in the first half of 2020, which was only 1% lower than that of the same period last year. It can be seen that Anta sports has strong recovery ability after the market returns to normal operation. Meanwhile, the profit attributable to shareholders decreased by 28.6% to 1.658 billion yuan. The gross profit rate increased by 0.7 percentage points to 56.8%.

It is understood that the rapid recovery of Anta sports not only comes from the group's sound development of e-commerce business, but also benefits from the group's cost control and clear development direction.

In the face of the epidemic situation, Anta sports put forward the 16 character policy of "long-term preparation, dynamic management, cost control and cost reduction, and healthy inventory" to enhance the collaborative efficiency of the three sharing platforms: supply chain platform, retail platform and sharing function platform. And its products are divided into professional sports, fashion sports and outdoor sports according to their genes, so as to improve the differences between brands and meet the purchase needs of different users.

During the epidemic period, it is also a time when live broadcasting and goods are booming. Anta Group seized the opportunity to vigorously develop the marketing mode of "live + e-commerce" and promote online consumption, and achieved remarkable results. The company believes that despite the impact of the epidemic, the recovery of sportswear consumption in China's overall retail industry is obvious.

Driven by various decisions, Anta, the main brand, achieved an overall revenue of 6.777 billion yuan. Due to the group's initiative to cancel orders from wholesale customers in the first half of the year, the revenue was lower than that in the same period of last year, but its performance was still commendable. Another brand, FILA, challenged the epidemic situation and made a reversal. In the first half of the year, its revenue reached 7.152 billion yuan, up 9.4% year on year. In addition, the revenue of other brands such as Descente increased by 8.3% year-on-year.

For the next development in 2020, Anta Sports said that it will continue to promote digital transformation, and realize "one center and three remodelling" by facing consumers directly, and realize the remodeling of people, goods and markets with consumers as the center, so as to form a virtuous closed loop from product development, operation to marketing, promote the transformation and upgrading of various brands under the group, and form "brand resonance" with consumers ”Deep links for.