As a mass sports brand, Anta Sports Products Limited (02020.HK) since 2009 in cooperation with the Chinese Olympic Committee, and become the "2009 - 2012 Chinese Olympic Committee sports apparel partner" since the brand soared.
Annual report shows that ANTA Sports in 2008, 2009 and 2010, respectively, turnover of 4.626 billion yuan, 58.74 billion yuan, 7.408 billion yuan; net profit of 8.948 billion yuan, 1.259 billion yuan, 1.551 billion yuan. Among them, sales revenue in 2010 increased by 26%, net profit increased 24%.
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The increase in turnover was mainly due to the sales of footwear and apparel increased by 10.9% and 27.1% respectively over the previous year while the average selling prices increased by 4.0% and 8.8% respectively. Haitong International believes that, by brand, ANTA brand accounted for 92% of total revenue, sports life series, children's sporting goods, Fila and overseas sales accounted for the rest.
"We have provided a full range of award-winning equipment for the major international comprehensive sports events of 10 Chinese sports delegations such as the 2010 Guangzhou Asian Games and the London 2012 Olympic Games." May 13, ANTA Sports Brand President and Executive Director Zheng Jie told China Economic Times that "the real sense of the ANTA brand logo and national honor, image closely linked together, the meaning of the brand is far higher than done Meaning of business. "
According to reports, by the end of this year, Anta sports brand, sports life store, children's store add up to more than 10,000 stores.
"We still think the most important growth point in the future is the second and third tier cities, which are relatively saturated in the first-tier cities and developed earlier." Zheng Jie told reporters: "Our brand can survive because there are places superior to international brands, First, the operating structure of the distributor, the store can be built in-depth place, the second is to support the franchisee efforts, the discount rate of first-tier distributors of international brands is fifty percent, franchisees may fold to fifty zero Off, so Maori space is very low. "
In addition, Anta Sports has expanded its market from both breadth and depth to strengthen the management of numerous smaller distributors. "There are our shops in 2,200 counties and cities in China, which can not be done by big distributors alone. They need internet support, so there is a small dealer." Zheng Jie said that small dealers can not make orders on a quarterly basis, the number of shops is increasing, how the efficiency of the shops, distributors are required to guide and guide franchisees.
"On the growth, I think it is from the four matches, strategic matching, team matching, supplier matching, dealer matching." Tao Zhang, vice president of ANTA Sports told this reporter, "If the dealer's ability to keep up, it will lead to the implementation of the standards of the store, the speed of product feedback will not be so fast, the sales policy can not be well implemented."