Anta'S First Half Performance Exceeds Lining &Nbsp; Threatens To Surpass Nike

The shopping malls are changing. Once the emperor has a courtier, several families are happy and anxious.

This point was once again vividly verified in the first half of the annual reports released by the two major sports brands in China.

Once sat firmly at the top of the domestic sports brand.

This takes away the name of "the first chair" of Li Ning Co. I believe you are all familiar with it.

It is Anta sports [9.18 6.74%] supplies company.

Lining and Anta, two sporting goods giants in the mainland, have released their first half annual reports almost recently.

Just as the host just said, Lining is crying, and the Anta is the celebration party.

In the annual report, by the influence of inventory and other factors, Li Ning Co revenue in the first half of this year was 4 billion 290 million yuan, down 5% from the same period last year, which is lower than the turnover of Anta in the first half of this year, 4 billion 450 million yuan.

This also means that Lining's "chair of the local sporting goods" has been taken away by Anta.

Earlier this year about two years ago

Zhang Qing: because in 2010, if the annual report is calculated according to the sales and calculation of a single brand, Anta has already had such a trend and signs. According to the speed of its growth and the speed of Lining's growth, Anta will sooner or later surpass Lining in terms of sales volume.

Since last year, Anta has been a threat to Li Ning Co in terms of annual turnover and the number of retail outlets.

Anta Sports Products Limited, known as Anta sports, mainly designs, develops, manufactures and sells sportswear, including Anta brand sports shoes and garments.

Anta sports was founded in 1994. Its headquarters is in Jinjiang, Quanzhou, Fujian. The boss is Mr. Ding Shizhong.

In 2007, Anta sports was listed on the Hong Kong stock exchange.

Shortly after listing, they won the stake in Alexander, the US NBA basketball team's Houston rockets.

In 2009, Anta sports acquired the distributor of FILA, a famous sports brand in Italy, in mainland China, Hongkong and Macao.

In addition, the name "Anta" is also of unique significance.

Ann, that is, "to start a business at ease"; to step on the path of "being practical and upright" seems to be an objective and direct word to state Anta's promise to its brand.

Anta won Lining this time, winning the most fatal sales for sporting goods companies.

How did Anta catch up and achieve the "pcendence" now? Where did Anta win?

The reporter asked Zhang Qing, CEO, a key sports consultancy. He felt that this was due to the difference between the two business models.

Lining is learning from NIKE's model of asset pricing.

Anta is the vertical integration mode of the whole industry chain management.

As for the two modes, what are the differences? Zhang Qing said: Anta is called vertical integration mode. Lining is actually a light asset mode. The so-called light assets means that Lining is more he stripped the heavy assets such as channel production and so on. He just concentrated on brand research and development and brand value, while Anta controls its own factory and he has his own channel. So he called vertical integration from the low end to the high end of the supply chain. He is the management and investment operation of the whole value chain.

And Lining is more of a model like NIKE, which is a relatively light asset model.

Does Anta's vertical integration mode really have such a magic of winning? Or is this mode in line with the current sporting goods market?

The key road sports consulting company CEO Zhang Qing also gave an answer in an interview with reporters.

He thinks: the victory of Anta mode is related to the background of the rising cost of manufacturing industry.

Zhang Qing: so when the price of raw materials increases and the cost of labor and labor increases, the strategic space of vertical integration mode is bigger.

On the other hand, from the perspective of sales performance, Lining launched a strategic pformation last year, which has brought some pains to the channel through the growth of retail prices and the so-called "big fish eating small fish" mode, which can reflect the results of change directly from the perspective of performance.

Only half a year's performance report can only represent a certain period of operation of an enterprise.

For Anta and Lining, it is hard to say which is stronger or weaker.

Many doubts remain: how long can Anta stand on this first chair? But Anta seems to be optimistic.

Zhang Qing CEO, a sports consultancy, told reporters an insider message: Anta's goal is not only to beat Lining, but to surpass Nike one day.

But this is obviously not easy for Anta.

Zhang Qing: first of all, I had a communication from my boss with Anta during the two sessions this year. I asked him that because Anta sales exceeded Lining, it was coming soon. So what was Anta's goal? When he answered clearly, he said my goal was Nike.

I would like to follow this statement, if Anta really put Nike as one of its goals, then I think it is also necessary to take some efforts in the promotion of brand value and brand premium capability, especially as a sports brand, how to promote the spirit of operation. To this brand, to the responsibility of the Chinese consumer and the establishment of that vision, frankly, you have to be the boss of a big boss, what is the boss's look? That is, your promotion of the whole industry, and even the difference between Chinese sports consumers and the existence of your brand.