Anta Actively Changes To Lead The Sports Footwear Industry

The downturn in the economic situation and the overcapacity of the whole industry will not stop leading enterprises from growing bigger and stronger.

29, our sports brand giant Anta sports released the first half of 2016 performance report.

The report shows that as of June 30th, Anta sports business income of 6 billion 142 million yuan, an increase of 20.2% over the same period, which is

Over the past third years, medium-term earnings grew by more than 20%.

At the same time, gross margin innovation was as high as 47.9%, gross profit amounted to 2 billion 940 million yuan, and shareholders accounted for 1 billion 130 million yuan profit, up 17% over the same period last year.

As a national brand enterprise listed on the Hong Kong stock exchange, Anta's total market value now exceeds 50 billion Hong Kong dollars, more than other mainland sports listed on the Hong Kong stock exchange.

The total value of the market.

In the first half of this year, Anta exceeded market expectations in terms of turnover, gross profit margin, profit margins and other key data, and was higher than other brands in the industry.

In recent years, with the advent of the post crisis era and the new normal, a series of unfavorable factors have begun to take place, such as overcapacity, high cost of factors and difficult sales. The structural reform of supply side has been completely rolled out, and the sporting goods industry has entered a period of deep adjustment.

Faced with the pressure of economic downturns and the throes of industry adjustment, Anta took the initiative to seek change, accelerate pformation and upgrading, achieve sustained growth in the adverse economic cycle and continue to lead the whole industry.

In pition, we must first break the old model.

Since 2015, Anta has begun to adopt the strategy of "single focus, multi brand and all channels", focusing on the sporting goods and footwear market, covering different forms of retail channels through Anta, Anta children, FILA, FILA KIDS, DESCENTE (Desanto) and NBA and other multi brand combinations, including street shops, shopping malls, department stores, Oteri J, and e-commerce to meet the individual needs of different consumers.

Through the establishment of a retail oriented thinking and assessment system,

We should provide precise ordering guidelines, formulate strict retail policies and other measures to improve the retail channel construction, further optimize the retail management capabilities, enhance the competitiveness of retailers and store efficiency.

First class brands must have first class innovation.

In terms of technology and product innovation, the sports science laboratory established by Anta is the only state-level enterprise technology center in the domestic sporting goods industry.

In the first half of this year, Anta continued to increase R & D efforts, which accounted for 4.4% of the cost of development.

In the first half of this year, Anta and Foxconn launched Anta running APP and intelligent running shoes based on strong scientific research capability.

Increase marketing competition.

Since 2009, the two Olympic Games, the strategic partner Anta has become the most distinctive symbol of the Chinese sports delegation. Anta's elaborate "champion dragon clothing" is shining around the globe with the Chinese Olympic athletes coming to the podium again and again.

In the past Rio Olympic Games, Anta also sponsored weightlifting, gymnastics, wrestling, boxing, canoeing and other 11 sports teams, becoming the largest number of Chinese sports teams.

"The downturn in economy and the downturn and adjustment in the footwear industry is a turning point for us.

Sound and sustained financial performance proves that our strategy has been effective. "

Ding Shizhong, chairman and CEO of Anta's board of directors, said.

Counter trend

In the downturn of the industry, Anta, as a leading enterprise, continues to "counter attack". This is a vivid example of our province's national brand leading enterprises to seize the opportunity of structural reform on the supply side.

It is a key industry of manufacturing industry in our province. Its annual output value exceeds 100 billion yuan. It is one of the few industries with strong international competitiveness and international influence in our province.

In recent years, due to changes in the macroeconomic environment, and other traditional manufacturing industries in China, the industry began to encounter "growing pains" frequently.

Objectively speaking, economic operation and industry development have their own rules and cycles. Every experience of economic and industrial adjustment means a reshuffle between enterprises.

In the face of adjustment and adversity, only by strengthening confidence, fearless difficulties, bravely breaking through, and daring to innovate can we break through a new world.

Anta's effective efforts in sales mode, technological innovation and event marketing are just the way to stand up against the trend.

At present, the structural reform of supply side is accelerating. From the perspective of industry shuffling and industrial agglomeration, leading enterprises are bigger and stronger.

Such a trend is conducive to optimizing the industrial structure and enhancing the efficiency and efficiency of industrial economic development.

At the international level, it is bound to enhance the competitiveness of national industries and national brands.

Our province is a large province of traditional industries in China. We are looking forward to the emergence of more Anta like leading companies in various fields, leading to the accelerated pformation and upgrading of traditional industries in our province.