Does Anta Worry That The Boss Can Break Through From Inside And Outside?

I don't know how many eyes are staring.

Not long ago, the mid year financial report was released. After all, Anta is the boss of the current Chinese sports brand, and when the boss is older, the days are not as comfortable as the outside world.

After the initiative to achieve 11 billion 126 million yuan sales last year, the outside world has more expectation and even more severe demand for the 22 year old Fujian company.

Fortunately, Anta's main data are pretty good: revenue of 6 billion 142 million yuan a year, an increase of 20.2% over the same period, and a profit of 1 billion 129 million yuan, up 17% over the same period last year.

Compared with other domestic brands' mid year earnings, Anta is indeed expanding its leading edge.

Lining's revenue in the same period was 3 billion 596 million yuan, 361 yuan was 2 billion 556 million yuan, XTEP realized 2 billion 535 million yuan, PEAK only had 1 billion 298 million yuan.

In the same period of revenue growth, Anta's 20.2% is also far ahead, while other brands have gained different growth rates. PEAK alone has fallen by 5.96%.

But the rational Hongkong stock market did not pursue this about 50000000000 Hong Kong dollar company.

On the day of the earnings announcement, Anta's share price fell by 1.11%.

JP Morgan said in a report that Anta's operating profit in the first half of the year was 3% lower than that of the bank. At the same time, it was considered that there was no significant upward trend in the current price. Instead, the market might be less responsive to future earnings risks.

The worries and worries of the boss

The rationality and decline of capital market is not without reason.

Carefully read the 62 page of the earnings report, or you can smell the smell of several high places.

Gross profit margin rose from 46.6% to 47.9%. Anta's 1.3% growth in the past six months hit its lowest level since 2012.

Among them, the gross profit margin of footwear products decreased by 0.7% during the same period, a trend that began last year.

In this regard, Anta's explanation is "strategic launch of more cost-effective products with superior performance".

In actual sales, Anta's two flagship products in the field of basketball and running, the Thompson generation priced at 499 yuan and the challenge 100 of 399 yuan are all the embodiment of this strategy.

Anta's profit growth is much more dependent on gross profit margin by 3.2% of clothing, compared with the volume of accessories that do not affect the overall situation. The rapid development of FILA, a non major brand, has made a huge contribution.

Last year, breaking through the sales of 40 million pairs of sports shoes meant that Anta surpassed Nike in the number of footwear products and dominated the Chinese market.

But the danger behind the bright numbers is that Anta sports shoes almost touch the ceiling in sales.

With the decline of profit margins, the yield of footwear products will inevitably decrease under the premise that quantity can not maintain a marked increase.

The number of stores is also proving the existence of this ceiling.

In the first half of this year, the number of Anta stores increased from 8489 at the end of 2015 to 8510, and there was hardly any expansion in the 6 months.

In the retail sector where bayonets are red, Anta has almost reached its limit. Facing XTEP, 361 degrees after its covetous eyes, it is the rival of Jinjiang origin. It is a tough battle to keep its share from being eaten up.

"These brands from Jinjiang have a large overlap in their target consumers and market positioning."

Key Road Sports Consulting Co., Ltd. CEO Zhang Qing said.

Customer group of overlapping with other sports brands in Jinjiang

Further, Anta can't walk a lot.

It is a choice to enhance the added value of the brand, but Lining's experience is vivid.

Zhang Qingye believes that because of positioning and pricing, Anta brand itself has a ceiling, this practice has great challenges.

The abyss that Lining once fell into is Anta becoming domestic.

The boss has been trying to avoid it.

They have chosen a completely different way: single focus, multi brand and all channels.

This is Anta's brand strategy repeatedly emphasized in the first half of 2016.

At present, the Anta giant is still under the guidance of this strategy.

"Anta did not keep its own brand, but rather multi brand business. FILA also began to make money. Choosing a multi brand strategy is very pragmatic and worthy of recognition."

Zhang Qing said.

Unlike the number of Anta stores that grew by only 0.2%, FILA stores increased from more than 640 to 687 in the first half of this year, both in absolute terms or in proportion.

7 years ago, Anta acquired the trademark and franchise of the Italy brand.

At the just end of the Rio Olympics, FILA was also a sponsor of the Hongkong delegation of China.

After tasting the sweetness, this year Anta came out again to get the exclusive rights and interests of the Japanese high-end sports clothing brand DESCENTE in China.

DESCENTE is based on the high-end sports equipment market in the field of skiing, skating and other sports functional clothing.

The first retail store in China opened in August this year and is expected to expand to 5 to 10 franchised stores at the end of the year.

Anta chose this partner, aiming at the 2022 Winter Olympics in Beijing and the winter sports market with huge commercial potential.

In addition to extending its tentacles to the high-end market, Anta adhered to several segments of its main brand, such as running, training and basketball, and tried to find more sources of profits.

Since 2013, Anta has signed Olympic boxing champion Zou Shiming, Olympic trampoline champion He Wenna and rhythmic gymnast Zhang Doudou.

"Zou Shiming is very helpful to Anta. Anta fight series has been able to talk about the proportion of Anta's entire products, and the proportion of future fighting in the comprehensive training will be bigger and bigger."

Zhu Minjie, senior director of Anta brand center, said to lazy bear sports.

In the current comprehensive training field, Anta has almost monopolized the market.

"Although it is not a large category, it is our signature category."

Zhu Minjie said.

In addition to boxing, Anta fought to focus on Taekwondo with the same mass foundation and sponsored the Chinese Taekwondo team.

The two gold medal of Taekwondo in Rio Olympic Games proved Anta's vision.

The disadvantage of the comprehensive training is that the scope is too broad and lacks strength. Therefore, Anta has chosen the new entry angle in the women's comprehensive training market.

"Next year, at the beginning of Q1, at the beginning of Q2, you will see that Anta will have a perspective of women training.

Zhu Minjie said.

In the running market, Anta also signed a star athlete. The marathon runner, Chen pin bin, was wearing the first professional running shoes Anta launched. He ran 100 marathons in 100 days, and this year he has completed many 100 km challenges.

"His promotion of Anta's running popularity is very obvious.

We used to think that Anta is the production of tourist shoes, but now we all know that Anta is running.

Zhu Minjie said to lazy bear sports.

Basketball market is another battleground.

In 2012, Anta was looking for quality basketball resources after being taken away from CBA's sponsorship rights by Lining.

Two years later, they were able to take the NBA official market partners and NBA authorisation from PEAK, and obtained a series of PEAK's envious interests. They used NBA trademark and team logo in basketball shoes and accessories.

For PEAK, whose main business is basketball, Anta's cross cutting is like breaking its humerus.

The reflection of the market is always fast and real.

Anta's KT series, built for Clay Thompson, will receive more than 500 thousand orders in 2016, with an annual growth of more than 240%.

In contrast, in the first half of, PEAK's footwear products accounted for 492 million 500 thousand yuan from 597 million 600 thousand yuan in the same period last year, down 17.6% from the same period last year, and 5.4% in total turnover, down to 37.9%.

But no matter how Anta deeply segments, it is difficult to break through the ceiling of offline sales.

Therefore, the development of electricity providers has become an inevitable choice.

Since 2009, Anta has opened an official online mall and has been stationed in Tmall, Jingdong, vip.com and other platforms.

Before the Rio Olympics, Anta and Tmall worked together to create "Anta Tmall super brand day" and launched the "head card" special T-shirt when the Chinese delegation won the first gold medal.

Although the semi annual report did not disclose the specific situation of the electricity supplier's performance, the insider told Anta sports that Anta had completed its sales performance of 1 billion yuan in the first half of this year, and its annual target was doubled or even more on the basis of last year's 1 billion yuan.

From "living for money" to "breaking"

"The strategy of Chinese brands or Chinese enterprises is very clear, that is, to live for money."

Zhu Minjie's remarks were very frank, and his boss, chairman of Anta board Ding Shizhong, seemed unable to escape from this circle.

Perhaps it is precisely because of the shrewd, pragmatic and grounded style of Jinjiang entrepreneurs that it has created the collective glory of today's Jinjiang sports teams, but has never been able to achieve a great brand.

Anta, who pioneered the 10 billion yuan mark, is eager to break through its limitations than anyone else.

It is gradually abandoning the grass-roots structure of "living for money", instead of focusing on user experience, brand awareness and long-term benefits. Anta hopes to make its feelings worthy of the boss's status.

The Rio Olympic Games' copywriting and communication represent the latest attempt.

Anta's performance is just like the copycat theme "go to break", breaking away from the past "domestic and rural integration" style of domestic brand copywriters, and breaking some people's inherent cognition of Anta.

Whether it's written to Zhang Mengxue's "unexpected first day, the first unexpected piece" or Sun Yang's "victory is the fastest counter attack" has aroused heated debate in the social media. The whole Rio Olympic Games, "go to break" series read 170 million times in micro-blog, and discussed 300 thousand times.

A study by Ipsos, a consulting firm, shows that Olympic marketing has raised Anta's brand reputation by 17%.

Wei Jianglei, general manager of sina sports, said: "starting from social media, Anta has launched a quality interaction with all social interaction."

Lin Dan's hot Anta after the war between Lin Dan and Li Zongwei

Anta has been investing heavily in marketing, and learning the tolerance and genes of an international brand.

Anta can see farther than those who are reluctant to invest or have no money to invest in Jinjiang.

"When I did this, I told my boss," you can't expect instant returns, it won't bring you sales tomorrow. "

Zhu Minjie said.

Ding Shizhong endorsed this way which seemed not to be able to earn money. "Olympic marketing will not directly help sales. It is a long-term help."

Another change is reflected in the craving for innovation.

Mid year results showed that Anta's R & D accounted for 4.4% of the cost of sales, although it was 0.8% lower than that of last year, but compared to 361 degrees 2.8% and Lining's 3.07%, Ding Shizhong was more willing to pay for it.

"We used to have a sentence called" follow up innovation ". In my opinion, this is a bullshit, though I dare not speak to the boss, but I think this is a bullshit.

Zhu Minjie said to lazy bear sports, "from the beginning of 2017 Q2 will see a lot of Anta completely original products, within two years Anta's design and technology beyond Lining is hopeful."

Anta has also made preparations for long-term investment.

"If you are just for money, you will take a shortcut," Zhu Minjie said. "The relationship between brand and people is just like the relationship between people and people. First, what is to be paid for the consumers, then to meet the needs of athletes, and eventually we will recognize this brand."

Anta in internal and external attacks

If you compare with yourself, Anta will be able to "break", but the brutal reality is that China's sporting goods market has always been bayonet.

The Anta standing on the top is walking on thin ice.

World class rivals Nike, Adidas and UA are threatening, and 361 Jinjiang, XTEP and PEAK are also eyeing them. Besides, Lining, the past king, is also looking for a chance to return.

Inside and outside the attack, this is the portrayal of Anta's current situation.

At the just concluded Olympic Games in Rio, volunteers, torchbearers, technicians and staff members, a total of more than 10 people, wore 361 degrees of clothing. The huge and striking 361 degree LOGO broadcast through the Olympic Games spread all over the world.

For Anta, this scene may be tingling.

Since 2009, Anta has replaced Lining as a partner of the Chinese Olympic Committee. Since then, Anta has been the highest sports related brand in China.

But this year's Rio, 361 degrees, has taken Anta's lead.

For this day, 361 degrees had been prepared for a long time.

"Since the company decided to sponsor and support the strategy of large-scale comprehensive events, the Olympic Games are the goal of our efforts, from intercontinental to international, from Asian Games to the Olympic Games, to the center stage of international competitions."

361 degree public relations director Han Ye told lazy bear sports.

From the 2010 Asian Games in Guangzhou to the Shenzhen Universiade in 2011 and then to the Nanjing Youth Olympic Games and the Inchon Asian Games in 2014, the sponsorship of large-scale comprehensive events is a marketing method that has been consistently maintained at 361 degrees.

Two years ago, 361 degrees became an official support for Rio Olympic Games.

That year, Anta's annual income reached 8 billion 923 million yuan, 361 yuan annual income of 3 billion 906 million yuan.

There are many reasons for boldly making 361 bets.

Since 2012, 361 yuan has spent more than 600 million yuan for retailers to upgrade stores. After a substantial reduction in production, the backlog of sales channels has disappeared after two years, and the quality resources of 361 years of operation have also been rewarded.

The most successful bet for 361 degree is Sun Yang.

Since 2011, the outstanding talent of swimming has been signed.

After a year's Olympic Games in London, he had a great shine, and the brand value of 361 degree was also rising.

Sun Yang, the first man swimming in China, let 361 degrees shine.

In addition, 361 degrees also signed the Chinese national cycling team, handball team, softball team, hockey team, swimming team and the Swedish National curling team.

From the Kazan World Championships in 2015, the Chinese swimming team showed great commercial value.

In the same year, the Swedish curling team won the world championships.

At the Rio Olympic Games, the Chinese Cycling Team won the women's team championship.

Influenced by the good news of the opening ceremony of the Olympic Games, the stock price rose 361 at the first stock trading day after the opening of 5.26%.

However, on the closing day, the stock price of 361 degrees dropped by 1.19%.

Throughout the Olympic cycle, the stock price of 361 degrees had hardly changed.

The 361 degree gamble in Brazil is more than the Rio Olympics. In fact, they played a lot of chess in the South American market.

From 2014, 361 degrees went to Brazil. In order to better expand overseas markets, the brand also terminated the overseas distribution business of distributors, and set up independent overseas business units to start its own business.

By the end of June this year, 361 degrees had already had 908 outlets in the largest country in South America, compared with more than 300 at the end of 2015, and this expansion was undoubtedly radical.

As Brazil's economy is weak and local sports brands are also very competitive, the sales of 361 degrees in Brazil may not be as high as 361 degrees themselves. This expansion will be a risk for investors.

But Han Ye believes that Brazil has a large market of more than 200 million people, and 361 degrees will spread the brand in Brazil with the Olympic Games to open up the South American market. However, the Olympic Games' performance needs to be promoted until the announcement of the financial report in the second half of the year.

Zhang Qing said that the impact of the Olympic Games on 361 degree sales depends on many factors.

In the big event resources, eat a head start, Anta in each subdivision area also encountered Jinjiang help brothers' attack.

Zhang Qing does not agree with the title of "Jinjiang Gang", which is a "cool" flavor. "These brands are actually coming out of Jinjiang, but they have become national brands, some of them are international, and can not be labeled with geographical discrimination."

But it is undeniable that under the leadership of big brother Anta, Jinjiang sports brand maintains a tacit competitive relationship at the lowest cost, hoping to make a fortune in its respective fields. The most brilliant achievement is to pull Lining down the throne.

Zhang Qing believes that this tacit understanding largely avoids the promotion of marketing costs because of mutual bidding.

"There is a tacit understanding between XTEP and Anta, each of them has the main direction, but there must be competition."

From the perspective of revenue volume, XTEP achieved 5 billion 295 million yuan last year, while PEAK was 3 billion 108 million yuan.

The two and 361 degree can not compete with Anta.

But from a single category, Anta's life is not easy.

In the field of basketball, PEAK losing NBA is like losing its right arm, but the resources accumulated over the years can not be ignored.

Last September, White Howard signed PEAK's NBA into 11 active players.

PEAK's NBA star resources ranked first in China and third in the world.

Since 2008, PEAK has cooperated with FIBA, and since 2011 it has become the sole official sports shoe partner of FIBA and the exclusive official clothing partner of FIBA in the Asian region.

PEAK has also sponsored the Stankovic Cup since 2005.

In addition, PEAK has sponsored 8 national basketball teams such as Serbia.

This is the capital that PEAK has consistently challenged Anta in the basketball market.

In running, XTEP has been cultivating this market for many years, playing the slogan "becoming the preferred brand of runners".

In addition to having 33000 special runners, XTEP also sponsors 17 of the 51 major marathon events in the country last year. It is the most popular sports brand in the Greater China region.

XTEP is making efforts to run the market.

Liu Xuxin, director of investment relations at XTEP, said in an interview with lazy bear sports that XTEP has signed over 20 large marathons this year.

Therefore, in terms of total footwear sales, XTEP is far ahead of 61.5%.

After the blocked sales of basketball shoes, PEAK began to work in the field of running. Last year, it sponsored 34 marathons, such as the Dalian marathon, and saw the growth of running shoes as an important factor for the increase in turnover in 2015.

In the overseas market, Anta is also a novice. The other children of the Jinjiang Gang started earlier and went further.

PEAK is currently selling in more than 70 overseas countries and regions, with the highest proportion of all overseas sports brands overseas, up to 22.8%.

361 degrees began its own overseas business as early as 2014, and Anta's retailers began developing businesses in Southeast Asia, Eastern Europe and the Middle East only last year.

Facing the big waves of market competition, the major brands insist on their characteristics or seek change so as to expand their own territory.

Since 2015, XTEP has returned from the fashion sports brand to the sports fashion brand. As the largest proportion of domestic advertising brand, the entertainment marketing will still be a unique strategy for XTEP.

In addition, XTEP will continue to increase its professionalism and maintain its dominant position in areas such as running.

While in

The desolate PEAK wants to choose privatization.

Zhang Qing believes that PEAK or go to the vertical integration of basketball, or imitate the "bird of fortune" to expand horizontally.

However, judging from the latest performance, PEAK and Lining are losing their advantages in basketball in the case of CBA and NBA resources respectively owned by Anta and PEAK.

The average stock turnover time of up to 89 days is enough to alarm PEAK. This index is 64 days and 70 days respectively for Anta and 361 degrees.

The future of PEAK is even more complicated.

Lining, who was besieged by Jinjiang Gang, did not achieve a profit of 14 million 300 thousand yuan until last year.

Lining, who gradually recovered, achieved 3 billion 596 million yuan in the first half of this year, an increase of 13% during the same period.

Through focusing on the Lining brand, returning to the local market and paying attention to the strategy of electricity supplier, Lining's net profit in the half year has reached 113 million yuan, which has improved significantly compared with 29 million yuan in the same period last year.

With many years of champion gene and brand background, Li Ningzheng showed strong momentum of counter offensive.

It can be seen that after the big domestic brands reach their own ceilings, the competition for resources has entered a more intense stage.

The best example is that the Chinese gymnastic team, Anta, snatched the most unlost resource from the gymnastic prince, even though the team lost gold in Rio Olympic Games.

And once the wrestling between domestic brands turns into vicious competition for resources, the outcome may well be a few defeats, and the outsiders are sitting on the fishing ground.

At present, the development momentum of Nike, Adidas and UA is swift and violent.

In the Greater China market, Nike and Adidas are ranked one or two in the market.

However, Adidas's growth is even better.

Adidas's sales in the Greater China region last year amounted to about 18 billion yuan, an increase of 30% in the two quarter of this year, or even the four annual performance forecast this year.

Anta also needs to face the challenges of foreign brands such as Nike and Adidas.

For international brands, Zhang Qing believes that they are positioned in the middle and high-end, and the channel will not sink so fast. Therefore, local brands will have advantages in price, channel network and coverage in the second tier cities. But with the development of urbanization, the ability to increase per capita consumption will slowly fade away.

"If they choose to sink in the future, local brands will face the pressure of maintaining market space in the competitive situation, whether they are multi brand management or in the professional field."

In the case of international brands going deep into the Chinese market, domestic brands still do not have the strength to pick up these powerful rivals. This means that the Jinjiang gang with the same customer base will fight fiercely in the two or three tier cities.

The civil war of the Jinjiang Gang seems inevitable.

Compared with face, making money to live is a more real kingly way.

As the boss of Anta, the future will be troubled for a long time.

After all, the higher the place is, the stronger the cold will be.