Anta Surpasses ADI In The First Half Of The Year

With the Chinese delegation's resplendent curtain call at the Tokyo Olympic Games, Anta, as a representative of "China's equipment technology" to support Olympic athletes to win gold medals on the Olympic stage, recently released its performance announcement for the first half of 2021.

Like the wonderful performance of Olympic athletes, Anta's achievements are also very bright.

In the first half of 2021, Anta Group increased by 55.5% to 22.81 billion yuan, and its gross profit rate increased by 6.4 percentage points to 63.2%. Moreover, from the perspective of the whole industry, Anta's overall revenue in the first half of the year has surpassed that of ADI, equivalent to 2.2 Li Ning in volume.

In the post epidemic era, such double high revenue scale and capacity undoubtedly led to the strong growth of overall sports consumption again. Judging from the current growth rate, Anta will undoubtedly surpass Adidas in the Chinese market this year, and shorten the gap with Nike China. It is estimated that Anta will surpass Adidas in 2025 and become the number one in the Chinese market.

This achievement can not be achieved without the brand explosive growth of Anta by taking advantage of the Olympic Games. However, the deeper reason why Anta can add luster to its brand through the Olympic Games is that Anta, with "technology" as the core and under the correct strategy of "single focus, multi brand", has achieved efficiency improvement in the whole value chain through refined operation control, digital driven decision-making ability and comprehensive promotion of DTC.

　　 After the Olympic campaign, Sense of technology and brand power

This summer, Anta completely out of the circle.

At the Tokyo Olympic Games, Anta made the Chinese delegation's award-winning clothes combined with Chinese cultural elements, as well as the competition equipment developed by professional science and technology, which let the world see the power of China's equipment technology and the power of China's brand, and won wide praise.

Anta's powerful sense of science and technology and brand power of "double break circle" is a long doomed "inevitable". Because Anta has been preparing for many years in order to realize the "China equipment Anta manufacturing".

　　 First, re investment in R & D and design will enable "China equipment technology" to boost its momentum on the Olympic stage and break the global market.

As early as 2005, Anta, thinking about making Chinese athletes wear Chinese competitive equipment, began to take R & D as the competitiveness of enterprises.

To this end, Anta has set up the first and also one of the sports science laboratories in China, the United States, Japan, South Korea, Italy and other places in the world. It has more than 200 international design and research experts from 18 different countries and regions. It has consolidated its scientific and technological strength and broken the dilemma of Chinese athletes relying on foreign brands.

In addition, Anta has invested more than 3 billion in sports technology in the past 10 years. Up to now, Anta has become China's sports brand with more than 1400 items. In the next five years, Anta will continue to invest 4 billion yuan in sports science and technology research and development to maintain China's R & D level, brand influence and market scale.

As a result, Anta has been able to cooperate with the Chinese Olympic Committee for eight consecutive sessions and build up Olympic equipment for 28 Chinese national teams. Anta has served China's representative sports delegation for three consecutive years in London 2012, Rio 2016 and Tokyo 2020.

　　 Second, let ordinary people enjoy the experience of Olympic Science and technology, deepen Anta's professional image into the minds of consumers, consolidate Anta's brand proposition of "love sports, China has Anta", and lead brand breakthrough.

As a representative of China's sports brand, Anta has set up a flag of self-confidence and pride for Chinese products and brands on the Olympic stage. At the same time, Anta has also begun to promote the application of the same Olympic technology of professional athletes' equipment in mass sports and life series products to benefit every sports loving consumer.

At present, Anta has launched "champion experience store" in the core business circle. Through the image design with high professionalism and high texture, Anta has formed distinct differentiation characteristics and led the brand to break through upward.

In an interview with the media, Zheng Jie, the executive director and President of Anta Group, revealed: "the Anta champion store opened in Wangfujing has performed very well. Especially during the Olympic Games, the sales of Anta champion store are far beyond our original target when matched with our entire relevant Olympic flag commodities."

The move of sharing Olympic Science and technology among the whole people not only consolidates Anta's brand proposition of "love sports, China has Anta", but also enables ordinary people who enjoy Olympic Science and technology, and helps Anta to form a virtuous brand technology value cycle, obtain more powerful resources to continue to promote high-tech research and development, and make Anta's brand spirit and technology image more popular and popular.

During the whole period of Tokyo Olympic Games, Anta won more than 10 billion brand volume The market results of the "Olympic brand mental share" released by the digital brand list show that Anta is far away from other sports brands with a mental share of over 40%.

　　 Under the efficient implementation of the strategy, Brand power to a higher level

If the success of the Olympic campaign is the "phenomenon level" performance of Anta's brand power after re investment in R & D and dogged design, then behind this phenomenon, there is a correct strategy to support the whole Anta brand power to a higher level.

　　 First, under the correct strategy of "single focus, multiple brands and all channels", Anta has achieved an all-round outbreak.

In the first half of the year, Anta's three growth curves are getting better, which is inseparable from the efficient implementation of the strategy of "single focus, multi brand and omni channel".

With the innovative growth curve led by Anta brand, the structure of consumers has been younger and diversified, which has driven the rapid growth of online and offline; The high-quality growth curve based on FILA realizes the stable growth of brand family; The high potential growth curve led by desant and Kelong sports develops rapidly.

Specifically, under the concept of "love sports, China has Anta", Anta brand has realized the structure of consumer groups, realized the youth and diversification, and * * also increased by 56.1% year-on-year to RMB 10.58 billion, firmly occupying the leading position of Chinese sports brand.

The high-quality growth curve of Feile brand also maintained a steady growth, with a year-on-year increase of 51.4% to ￥ 10.82 billion, which has been a high growth for 10 consecutive years.

For example, yamafen sports broke through 1 billion euro. In the first half of the year, the gross profit and operating costs were greatly improved, and the development momentum was strong. The performance of the Chinese market doubled and the performance exceeded the expectation. In addition, yamafen, together with other outdoor brands such as dishant and Kelon, is becoming a new growth engine of Anta Group. This also fully verified Anta's multi brand incubation ability and the success of its strategy of laying out niche market segments in advance.

From the perspective of channels, Anta Group's e-commerce revenue maintained a high growth in the first half of 2021, with a year-on-year growth rate of 61%, and the online growth rate of Anta, dishant and other brands exceeded 50%. According to the data, from January to July, Anta Group ranked first among all sporting goods enterprises in terms of total online flow, which was also the first in this category by Chinese enterprises.

Zheng Jie said: "the rapid development of online business is a very important reason for the group to achieve good results in the first half of the year."

　　 Second, with the refined operation control, digital driven decision-making ability and the comprehensive promotion of DTC, Anta has realized the efficiency improvement of the whole value chain.

In order to strengthen the online and offline connection and interaction with consumers, improve brand stickiness and consumer experience; At the same time, with consumer big data driving commodity operation, Anta has started a comprehensive digital transformation strategy since the second half of 2020. Through DTC, it has reshaped the people's and goods yard with consumers as the center, forming a virtuous closed loop from product development, operation to marketing, and promoting the upgrading of the group's brands from "well-known brands" to "beloved brands", Based on the brand power, it forms a deep link with consumers.

At present, Anta has achieved precision marketing through the precipitation of hundreds of millions of consumer big data assets, and further strengthened the communication between brands and consumers.

"The proportion of direct marketing of Anta's main brand DTC has exceeded 35%. In the future, we will continue to deepen the DTC strategy. We believe that through such a change in business model, Anta can better face consumers and give them better experience and service. " Zheng Jie said.

In the strategic objectives of Anta brand in the next five years, it will invest more than 400 million yuan in the next 24 months to strengthen its digital capability, so as to increase the proportion of DTC in the overall flow to 70%.

Not only that, in terms of DTC strategy promotion, Anta will further strengthen the operation of Anta garment digital intelligent factory in the industry after investing hundreds of millions of yuan last year to continuously build the core competence of "digital driven decision-making"; The number and intellectualization of supply chain has been continuously promoted, and the response time of fast reverse order has been increased by 3 times; The group's logistics system is preparing to build new logistics centers in Guangdong and Chengdu, and the FILA intelligent logistics center is under construction. At present, the logistics network with general warehouse and cloud warehouse nationwide has been formed, and the order processing efficiency has nearly doubled.

It is precisely because of the right strategy to support the whole Anta brand power to step up the ladder that Anta has always been the No.1 sports brand of Chinese enterprises, and no one can shake its position in the world.

The outstanding achievements have also proved that Anta, with the correct development strategy and firm and efficient implementation, is becoming a younger, more experienced, closer to consumers and more sympathetic professional sports brand, no matter whether it is to improve product strength, create a young brand image of young brand or enhance user experience.

　　 Carrying the light of "domestic products", Anta's advance and Prospect

With the brilliant performance of the Olympic stage and the brilliant financial results, Anta has gone from Olympic athletes wearing Anta uniform to winning glory for the country, and has stepped into the extensive sports life of ordinary consumers.

Taking the Tokyo Olympic Games as a starting point means that Anta not only demonstrates the strength of Chinese products and brands on behalf of domestic brands, but also takes this opportunity to launch a new round of challenges to international brands. Under Anta's example, it can be predicted that in the future, more and more domestic brands like Anta will go to the world with real strength.

If we take this semi annual report as another starting point, we can see that Anta's brand advantage will become more and more obvious with the single focus, multi brand strategic advantages and the comprehensive promotion of DTC. Because Anta can not only cover consumers in different segments and different professional sports groups, but also constantly improve product strength and brand image, and enhance user experience by digital means, so as to truly become the "light of domestic products" loved by consumers.

Under Anta's strong "Olympic mentality" and efficient "strategic implementation", it can be predicted that Anta's annual performance in 2021 is expected to continue to lead the rapid development of the whole sporting goods industry, and become "Anta of the world" with the posture of "light of domestic products".