Anta: "Single Focus, Multi Brand, All Channel" Strategy To Promote Sustained Growth In Performance

Yesterday,

Released in the first half of 2016 performance report, as of June 30, 2016, Anta's operating income of 6 billion 140 million yuan, an increase of 20.2% over the same period, which is Anta's three consecutive year's medium-term earnings growth of over 20%.

Anta group management to attend mid 2016 performance Conference

Anta sparkling Rio arena, Olympic marketing success

With the opportunity of the Olympic Games, Anta further promotes the group's banner.

The value will lay a solid foundation for the sustainable development of the group in the future.

At the just concluded Olympic Games in Rio, the Chinese sports delegation ranked the world's top 26 gold, 18 silver and 26 bronze. Anta also sparkling around the world with the Chinese Olympic athletes on the podium.

As a strategic partner of the Chinese Olympic Committee and the Chinese sports delegation, Anta takes the theme of "breaking down" to inspire the Chinese Legion's new generation to show China's strength on the Rio arena.

Around the theme of "breaking down", Anta not only implemented the stereoscopic marketing of "Online + offline", but also catered to young people's interests and information contact methods, so as to achieve prompt, accurate and ruthless instant marketing, from pictures to copywriters.

They all pursue strong visual effects and infectious words.

According to the research results of Rio Olympic sponsorship of the leading research group, ipso, Olympic marketing has raised the reputation of Anta brand by 17%.

In the capital market, the market value of Anta rose more than ten billion during the Olympic Games.

Ding Shizhong, chairman and CEO of Anta's board of directors, said: "the significance of Olympic marketing lies in enhancing brand awareness and influence. This is a long-term benefit.

It has been seven years since the cooperation between Anta and the Chinese Olympic Committee in 2009. The sales volume of Anta from more than 40 billion to more than 100 billion now confirms that the investment in the past is very effective.

Since its cooperation with the Chinese Olympic Committee in 2009 and the successful renewal of its contract in 2012, Anta has experienced many major international competitions such as Vancouver Winter Olympic Games, London Olympic Games, Sochi Winter Olympic Games, Inchon Asian Games, Rio Olympic Games and so on. During the seven years of cooperation with the Chinese Olympic Committee, Anta itself has also undergone tremendous changes. It has become the first sporting goods industry in China, becoming the first sports goods company to break through billions, and its brand reputation and loyalty have been greatly improved, the professional attributes of commodities have been greatly enhanced, and team experience has been more and more Funfu.

"Single focus, multi brand, full channel" strategy to promote sustained growth in performance

The report shows that Anta has successfully adopted the strategy of "single focus, multi brand and all channels". It has always focused on the sporting goods and footwear market, covering different retail channels through Anta, Anta children, FILA, FILA KIDS, DESCENTE (Desanto) and NBA multi brand portfolio, including street shops, shopping malls, department stores, Oteri J, and e-commerce to meet the individual needs of different consumers.

Through the precise positioning of different brands, Anta achieves synergy and complementarity effect, so as to consolidate its advantages in market competition.

Anta brand focuses on the mass professional market, providing the most cost-effective products for the most consumers. Anta children focus on the children's market and is committed to providing comfortable and protective products for 3~14 years old children. FILA is positioned in the high-end fashion sports market, bringing unique sports and fashion experience to consumers. DESCENTE is positioned in high-end professional sports market, providing skiing, comprehensive training and running products for consumers.

Data show that Anta children, electricity providers, FILA and other businesses grew significantly in the first half of this year, has become a new driving force for Anta's performance and profit growth.

As of June 30, 2016, there were 8510 Anta stores (including Anta children's independent stores), including FILA stores (including FILA KIDS KIDS).

In addition, Anta, through the establishment of a retail oriented thinking and assessment system, provides accurate ordering guidelines to retailers and strict retail policies, so as to improve the retail channel construction, further optimize and enhance the retail management capabilities, and ultimately enhance the competitiveness and store efficiency of retailers.

Adhering to the spirit of craftsmen, creating world-class sporting goods companies

Adhering to the spirit of craftsmen, Anta is committed to "every pair of shoes and clothes" for its purpose, and continues to invest in R & D to provide consumers with high-quality, high-tech products.

Data show that in the first half of 2016, Anta R & D cost accounted for 4.4% of total sales cost.

It is worth mentioning that Anta launched smart running shoes in June this year, with the help of advanced technology of mobile Internet, constantly improving the consumers' experience and feelings.

In addition, Anta's tailored KT series for NBA Jinzhou warriors All-Star Clay Thompson is popular among fans. The order in 2016 ordered more than 500 thousand pairs, an increase of over 240%, greatly consolidating Anta's position in the Chinese basketball market.

Ding Shizhong said: "the measures taken for consumer experience and retail centric are the key for Anta to maintain its competitive edge and bring returns to investors in a highly competitive market."