Anta: Release Of Strategic Objectives In The Next Five Years

On the afternoon of July 8, Anta Group announced the strategic objectives of Anta brand in the next five years and the "lead to win plan" for rapid growth in the next 24 months.

According to lianshang.com, Anta is committed to achieving a compound annual growth of 18-25% in the next five years; The annual compound growth of online business is more than 30%, and the proportion will reach 40% in 2025; Consolidate the multi-level advantageous channels, continuously strengthen the layout of the first to third tier cities, with the proportion of flowing water exceeding 50%; The number of shopping center stores doubled; The overall market share will increase by 3 to 5 percentage points to maintain the position of Chinese sports brand.

Among them, the core strategy of Anta brand in the next 24 months is to focus on the specialty and upgrade the brand. Wu Yonghua, executive director of Anta Group and CEO of professional sports brand group, said Anta will improve the global R & D system, win the Z generation, win the double Olympic campaign, accelerate the DTC upgrade, win the digital transformation, consolidate the leading position of children's sports and promote sustainable development In terms of brand influence and market scale, it has the advantage of being in the Chinese market.

"Anta brand will fully seize the historical opportunity of the opening of the 2021 Tokyo Olympic Games and 2022 Beijing Winter Olympic Games, take the Olympic Games as the commanding height to expand the brand, and make Anta a professional sports brand in the minds of the Chinese people." Wu Yonghua said.

Specifically, Anta brand's 24 month "lead to win" mainly focuses on the following eight areas:

Professional oriented, help China's sports: continue to build competition equipment for China's national team, and lead brand professional innovation and R & D capability;

Integrate the global R & D forces: invest more than 4 billion yuan in five years to improve the global R & D system, increase the proportion of high-end goods through core technology, and gradually establish a market position in the main consumer groups;

Commodity is king, core category breakthrough: continuous running, basketball core category and women's category. By 2025, the annual sales of running shoes will increase from 20 million pairs to 40 million pairs; The annual sales of basketball shoes increased from 6 million pairs to 12 million pairs; The scale of women's category is close to 20 billion;

Focus on the double Olympic campaign: focus on the "double Olympic campaign" of the 2020 Tokyo Olympic Games and the 2022 Beijing Winter Olympic Games. Taking advantage of the commanding height of the Olympic sports brand, the brand concept of "love sports, China has Anta" is launched to win the Olympic marketing, develop the high-level products of "champion series", launch new "champion stores", and focus on the layout of mainstream business districts in the first and second tier cities;

Win generation Z: open up new sports track respected by generation Z, and cooperate closely with high-quality sports idols and athletes with strong sports attributes such as Wang Yibo and Gu ailing, who have great influence in young people; Cultivate a younger designer platform; To unite KOL from all walks of life to interact with generation Z on social media;

Speed up DTC upgrade and digital transformation: consolidate multi-level advantageous channels, strengthen the proportion of mainstream channels, and increase the proportion of first to third tier cities and the number of shopping centers; Through the improvement of commodity efficiency, strengthening fast response and online operation, the store efficiency of DTC stores will be improved by more than 40% in the next 24 months, and the proportion of DTC flow will reach 70%; In the next 24 months, more than 400 million will be invested to strengthen digital capacity building, and the number of effective members will be doubled to 120 million by 2025, with 70% of members contributing and 40% of members; The private traffic system will be upgraded, and the proportion of running water will be increased to more than 20% in 2025; Through digital transformation, the commodity efficiency will be improved. In the next 24 months, the sold out rate will be increased to 75% in 5 months;

Consolidate Anta's leading position in the children's market: focus on the four scenes of running, outdoor, football and basketball, strengthen the research and development of children's exclusive sports technology, and help children's sports events and training camps; By optimizing the channel structure, we will maintain the high growth of store efficiency, and the proportion of online business will exceed 40% by 2025; The market share has been greatly increased to consolidate the leading position of children in the market;

Promote sustainable development and sports public welfare: invest 600 million in three years to support rural revitalization with sports public welfare; Continue to promote ESG construction and sustainable commodity research and development; Cooperate with WWF, an environmental protection organization in the world, influence the green transformation of 3000 + textile suppliers in the industry, and promote biodiversity protection.

Ding Shizhong, chairman and CEO of Anta Group, is full of confidence in the future development of Anta brand. He said at the meeting: "after 30 years of development, Anta brand has maintained growth for seven consecutive years through multiple rounds of reform and upgrading, and has become the Chinese brand with the largest market share in China. What's exciting is that China's sporting goods industry has entered a golden age. Taking advantage of the accumulated sports resources for many years and the Z generation's love for Chinese brands, I believe Anta has the potential and ability to achieve accelerated growth and become a rapid growth curve leading the market. Anta brand will, on the one hand, help the competitive performance of professional athletes with the international R & D and innovation capabilities, and on the other hand, apply the Olympic quality technology and materials to public goods, provide more professional choices for everyone who loves sports, and promote the green transformation of sustainable development and fulfill social responsibility. I believe that after 30 + accelerated change, Anta brand will achieve rapid growth in the next 24 months and become a vane of Chinese sports brands. "