Anta's "Hui": FILA Online Paction Rose 1500%

For short selling agencies Blue OrcaCapital questioned Anta sports, some people say that is a commonplace, it is nothing, the purpose is to crack down on local brands so as to get profits.

Some people also expressed doubt that there was a certain basis. As everyone else said, the performance of Anta FILA was always blurred.

FILA China business belongs entirely to Anta.

According to the latest reports, Anta's response to joint venture with FILA Korea is only wholesale business, while FILA's retail business in China belongs entirely to Anta and has nothing to do with FILAKorea. Therefore, the allegation of exaggerated performance is based on misunderstandings of facts.

Anta store said that FILA shops are all located in China's first tier and second tier cities, while most of the industry's brand stores are even worse because their stores have more shops in lower tier cities and lower their average value.

In 2025, Anta plans to run 100 billion.

On the latest CCFA consumption forum, Li Ling, vice president of Anta group, reviewed Anta in 2018 with a figure of 24 billion 100 million yuan, 70 million shoes sales and 100 million clothing sales.

The electricity supplier ran 5 billion 600 million yuan, an increase of 43% over the same period, more than 12000 stores in Anta, and a market value of 150 billion yuan.

By 2025, Anta group plans to achieve 100 billion sales, surpass all competitors and share 25% of the market, becoming the largest group in China's sports footwear market.

FILA Tmall business surged 1500%

During the recent Tmall 618, Anta has made remarkable achievements, and its sports brand FILA (FIE LE) has rapidly broken sales.

In June 1st, FILA Tmall flagship store jumped more than 1500%, of which the sales of RAY shoes grew by 4800%.

When we log in to Tmall, we find that the latest price of the FILA official flagship store is 579 yuan and 5938 monthly.

A price of 359 LOGOT shirt monthly sales of 7046, sales ranked first.

Nike has a lower price relative to FILA, but the amount is higher.

Data show that 229 yuan of men's slippers sold for 32 thousand months, and 169 yuan for men's t-shirts for 29 thousand months.

Since 2015, FILA has increased by 100% for 4 consecutive years.

In addition, according to popular securities reports, the FILA electricity supplier official said that since 2015, the brand has identified a strategy for starting new products in Tmall.

Behind the successive growth is the huge boost of Tmall's big data.

In 2011, FILA first entered Tmall flagship store.

After several years of accumulation, FILA has increased 100% of its sales growth for 4 consecutive years since 2015.

Through Tmall big data insight, FILA found that consumers concentrated in the age of 25-35, of which 18-25 years of consumption accounted for an increase year by year.

FILA positioning high-end, the average selling price is higher. In the past, we thought that the middle and high income crowd bought many, did not expect the student family to have the huge potential too.

After the consumption trend was fed back to R & D, FILA launched a series of sportswear brands.

Last year, Tmall's double 11 and FILA sales exceeded 100 million yuan and became the "billion dollar club".

In order to catch the biggest growth opportunity in the first half of the year, FILA launched Tmall's 618 plan at the beginning of this year.

Despite the preparation for half a year, 618 of the fever is still beyond expectations. After the explosion of old shoes and other explosive products, FILA has been linked to offline stores and replenishment from all over the country.

618 the shopping festival is on the March. The sales of sportswear and sports shoes on Ali platform increased by 20.6% and 9.8% respectively.

The competition pattern of Ali platform sports shoes is relatively stable, and the top four are basically occupied by Nike, Adidas, Anta and Lining.

Although international sports brands still occupy the leading position, local brands occupy 5 of the top 10 sportswear sales, and 6 of the top 10 of sports shoes sales.

As for the short selling agency Blue OrcaCapital's query on Anta sports, Anta has only received a response from Anta's sports.

So this FILA Tmall flagship store turnover rose 1500%, also considered Anta's most direct "back".