Will The Garment Industry Continue To "Stride Forward" After Counterattack?

World clothing shoes and hats, according to information, following January 10th,

After closing at HK $37.45 and breaking through 100 billion to HK $100 billion 537 million, in January 15th, the company's share price rose to HK $38.6 from HK $1%, which once again refreshed its new record since listing, and recorded a HK $103 billion 700 million value.

This means that the Anta listed on the Hong Kong Stock Exchange in 2007 has not only become the first domestic sports brand with a market value of HK $100 billion, but also has become the most expensive apparel retail group in China.

It is indeed a bright red year.

Market capitalization and performance?

Anta released in the first half of August 5, 2017, the performance report shows that, as of June 30, 2017, the company recorded a profit of 7 billion 323 million yuan, an increase of 19.2% over the same period, and a net profit of 1 billion 451 million yuan, up 28.5% over the same period last year.

At the same time, the gross profit margin of the company increased from 47.9% to 50.6%, and the net profit margin increased from 18.4% to 19.8%.

In addition, in the second quarter of 2017, the retail sales of Anta brand products increased by 20% to 30% over the same period, and the retail sales of non Anta brand products increased by 50% to 60%.

In the third quarter, the former recorded a double-digit increase, which increased by 40% to 50% over the same period.

Compared with Lining,

And other brands should be more attractive.

Therefore, analysts said that Anta's market capitalization was mainly due to the rapid growth of its own performance, while analysts also said that the current high price of Anta sports was also related to the market capital preference in 2017.

It is not difficult to understand that when the market value is rising, there are many financial institutions that maintain a "buy" rating on Anta.

Among them, the interface report quoted XinDa International release Research Report, Anta's short-term target price is 40 yuan, still has a potential increase of about 10%.

Good performance is the main reason, but the rumor that it has been hot for a long time is helpful.

That is to say, last week, the French luxury group open cloud group, which claimed to be "dedicated to luxury business", finally decided on the whereabouts of its German sports brand PUMA: the group announced that it would split the PUMA, continue to hold the 16% share of the latter, and allocate 70% of the shares to shareholders.

Yes, it does not "throw" the brand as a whole, but it still does not prevent everyone from speculating on the next largest buyer of PUMA. The two "gossip" long Anta is undoubtedly the most potential buyer.

PUMA, which has been doing well in recent years, will also be a good target for Anta.

Therefore, investors who are still optimistic about the "marriage" will be pleased to add another color to them.

Similarly, Lining, a listed Hong Kong stock exchange, has a market value of only 14 billion 487 million Hong Kong, and its total market capitalization is 5 billion 975 million. It is not too much to describe Anta's "compacting rival" in terms of market capitalization.

However, it should be known that in 2013, this was not the case.

Earlier, there was an article about: "before 2013, Lining's income exceeded Anta, and in 2011, the operating income gap between Lining and Anta was even more than 2 billion.

Whether in fame or in business income and market share, Lining is a worthy leader.

The reason why Anta can counter attack and stand out is related to the following three points:

The essence of the main brand: recognize yourself and recognize the market.

The main point here is mainly for Anta sports's main brand, it is very clear about its positioning in the eyes of consumers, and therefore wholeheartedly to do their own "cost-effective brand."

It is reflected in the product that "design is not very beautiful, and prices remain low key". Even after becoming the official market partner of NBA, Anta launched a series of products that still do not fluctuate much.

It sounds like a great deal to the boss's business, but since he wants to fight the middle and low end market, he is determined to get through the market.

However, this point can not be figured out by everyone.

Tang Xiaotang, who has no fashion Chinese language, even said in a recent commentary that Anta called Nike China's "Nike" in China. It is a manifestation of Anta's ignorance: if Anta wants to be "China's Nike", then there will be no Anta today.

It's your Anta in Jinjiang, as well as "China."

"Positioning is good, otherwise," China's Nike "is the market value you see now 15 billion of Lining.

High end basically depends on buying.

Having recognized your Anta clearly, it is a very thankless task to rely on the upgrading of the main brand product to upgrade its brand, but it does not mean that the cake of the high-end market does not want to touch it.

Therefore, Anta chose the most efficient way: buy, buy, buy.

In recent years, Anta sports has successively acquired Italy's high-end sports brand FILA, Japanese functional sports brand Desanto (Descente), Korean brand Kolon Sport and children's wear brand Niu KingKow through acquisition or joint venture.

And the earnings data also confirmed the correctness of this multi brand strategy: with the launch of more high margin functional products under multi brand strategy, non core brands such as FILA and Kolon continue to be the driving force of group growth.

Among them, FILA has maintained a retail growth rate of about 40% over the past 5 years.

Anta group's net profit in the first half of 2017 was 29% higher than that of the first half of the year, and it was also mainly driven by FILA business, of which sales rose 50% year on year, accounting for 25% of Anta's total sales.

The growth of children's wear market is fast.

The long-term bonus of the second child policy has brought a "big cake" of 280 billion yuan for children's wear. Anta, Lining, XTEP and 361 degree have been "meddle". However, Anta, which started in 2008, is the earliest person in the market for children's sporting goods.

According to the article of the China footwear designers Union, in 2016, the total sales volume of Anta children's line was close to 2 billion yuan, accounting for nearly 15% of Anta's 13 billion 350 million yuan annual revenue. The FILA kids set up in 2015 also successfully made up for the shortage of Anta's children's clothing in the high-end market.

In October 2017, Anta also used 60 million Hong Kong dollars to keep the high-end children's clothing brand laughing, and constantly improving the market of children's clothing.

As of June 2017, Anta's independent children's wear shops increased to more than 2100, compared with 228 in 2009, nearly 10 times.

In this piece, the latecomer, Lining, was much more conservative: in 2017, the Lining group's children's clothing brand Young and KIDS shops were set up in the north for the first half of the year 20, and the second half of the year plans to add 70, which is expected to affect the net profit of about 30 million yuan.

You see, with the Jinjiang department, Jay Chou's "do not take the unusual road" did not allow del Hui to embark on the road of listing. The latter finally declared his own end at the beginning of this year, and Anta, who had missed the endorsement of Jay Chou, had come out of an unusual road of his own.

Don't be too busy to "Silence" for the shoe companies in Jinjiang.

But who knows how many years later, another Jinjiang player, will Lining who "set sail again" regain the leading position?

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