In The First Half, Anta'S Business Revenue Increased By 20.2% Over The Same Period Last Year.

Can not rely solely on this single.

To become a billion company.

Anta

The company released its first half performance report in 2016. Its operating income was 6 billion 140 million yuan, up 20.2% from the same period last year. This is Anta's revenue growth of over 20% in third consecutive years.

Gross profit margin also increased to 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.

From the semi annual report that has been published, Anta has already pushed its peers farther and farther.

Lining's income in the first half of the year was 3 billion 596 million yuan, an increase of 13% over the same period. XTEP's income was 2 billion 500 million yuan, an increase of 6%; and the revenue of 331 yuan was 2 billion 555 million yuan, up 15.7% over the same period last year.

From a profit perspective, Anta has a profit of 1 billion 130 million yuan a year, which is more than 364 million yuan from Lining, XTEP and XTEP's three profit.

According to the order meeting data, Anta has been growing for 13 consecutive quarters. In the first half of 2016, all retail channel businesses including street stores, department stores, high-end shopping malls and electronic commerce have increased to varying degrees. "E-commerce channels now account for a high number of units and are expected to reach a low double-digit figure in the second half of the year."

Zheng Jie, executive director of Anta, revealed.

After becoming the first billion domestic sporting goods company in 2015, Anta chairman and chief executive Ding Shizhong set a long-term target of 100 billion, which means competing with Nike ADI.

Anta believes that the next five years will be good for the industry.

Public data said that the scale of sports consumption reached 1 trillion and 500 billion yuan in 2020.

The Rio Olympics gave sports brand another opportunity to display, and Anta created a professional image through strategic cooperation with the Chinese Olympic Committee and the Chinese sports delegation.

Ipsos's Rio Olympic sponsorship study shows that Olympic marketing has raised Anta's brand reputation to 17%.

However, it has to be admitted that it is not easy for Anta, a popular brand known for its high cost performance, to compete with high-end Nike addies.

At present, the main market of Anta is the capital and the capital cities below the capital.

And ADI Nike is more and more underground shop.

Anta has identified "single focus, multi brand, all channel" strategy for this purpose.

Anta group currently owns Anta, Anta children, FILA, FILA KIDS and NBA brands.

Zheng Jie said, "multi brand strategy helps to achieve synergy and complementarity through precise positioning of different brands."

"Positioning the mass market, cost-effective Anta brand has always been the core of Anta, and its contribution to the group is 80%."

As of June 30, 2016, there were 8510 Anta stores (including Anta children's independent stores), with 8600-8700 planned for the end of the year.

The company's FILA brand is positioned in the high-end sports and fashion market.

FILA currently accounts for about 20% of revenue.

The FILA store (including FILA KIDS independent store) has a total of 687 by the first half, and is expected to achieve 700-750 by the end of the year.

Desanto may become a direct competitor of Nike ADI.

In April this year, Anta established a joint venture with Desanto, Japan and Itochu to operate the Desanto brand in China, targeting the high-end professional sports market, including "skiing", "comprehensive training" and "running".

In August, the first Dizon Gate store opened in Changchun and is expected to achieve 5-10 stores this year.

"The youth market is the biggest growth market."

Anta children's brand focuses on the popular children's market, providing fashionable, comfortable and protective products for children aged 3-14.

Anta children's revenue grew by more than 40%.

Anta has revealed that it has consulted with consulting companies to explore the layout of future multi brands, but even small growth will take a lot of weight, and the new brand will be faster and the proportion will increase.