618 Closing Anta International E-Commerce Turnover Of More Than 2 Billion

The 20 day "618" is finally over.

According to reports, tmall has officially released the 618 sports outdoor brand list. At the top of the list is still Nike, and Adidas is the second. Domestic sports brands represented by Li Ning and Anta are showing strong performance. Li Ning ranks third, Anta fourth, Feile fifth and joradn eighth, further expanding the market share of domestic sports brands.

From the overall sales of sportswear, Anta international has become a bigger winner, with Anta and Feile ranking at the top. The group's e-commerce transactions totaled more than 2 billion yuan, with a year-on-year growth of more than 60%.

According to the performance forecast of Anta Sports in the first half of the year, as of May 31, 2021, without considering the impact of the joint venture company's losses, compared with last year, the company's operating profit growth will not be less than 55% (about 3.6 billion yuan in the middle of 2020), and the net profit will not be less than 110% (about 1.66 billion yuan in the middle of 2020). On the 18th day after the announcement, Anta Sports shares rose 6.41% to the end of the day, with a total market value of HK $475.8 billion.

Anta achieved revenue of 35.512 billion yuan in 2020, a growth rate of 4.67% compared with last year, and net profit of 5.162 billion yuan. Affected by the epidemic situation, Anta showed a negative growth, but still exceeded adidas' net profit last year. Among them, Anta brand revenue was 15.7 billion yuan, a decrease of 9.7%, but it still ranked first among domestic sports brands, while FILA increased by 18.1% during the epidemic period, reaching 17.5 billion yuan.

Anta, a domestic brand, has been rising. Behind it is Anta's accurate grasp of the market and strategic layout.

In September 2020, Anta international started the transformation of DTC mode. DTC (direct to consumer) marketing refers to the marketing mode directly facing consumers. In short, it is the mode dominated by the audience. Wholesale distribution used to be the most important mode adopted by Anta in China. However, the change of public consumption habits has made the company focus on its own transformation. The first is to make changes in sales channels. Anta has started the mixed operation mode in 11 regions, and plans to convert its 3500 Anta stores in 11 regions into direct stores or designated franchisees. Such a sales model improves the communication efficiency between brands and consumers, and also facilitates the improvement of products by brands. By the end of last year, Anta had 9922 stores around the world, and FILA had 2006 stores in the mainland, Hong Kong, Macao and Singapore.

Channel adjustment makes Anta closer to consumers, and the three growth curves make Anta have more consumers.

In 2009, Anta acquired FILA from Belle International for HK $650 million. Since then, Anta has embarked on the road of commercial expansion, and has made Anta, once unknown, popular overnight. After several years of exploration, since 2012, the sales volume of FILA has increased step by step, and the revenue in 2020 has surpassed Anta, the main brand for the first time.

In addition to FILA, Anta has acquired yamafen, including Archaeopteryx, atomik, bicker, Salomon, Soto and Wilson. It has also acquired sprandi, a walking shoe brand, and xiaoxiaoniu, a Hong Kong Children's wear company. It has joint ventures in China with the parent companies of Japanese outdoor sports brand desant and Korean outdoor kolonsport. This acquisition made Anta finally form the growth curve of public, professional and new domestic products with Anta as the core, high quality and high growth curve with FILA elegant sports as the core, and high potential growth curve with international outdoor brands such as dishant as the core.

Anta's three curves help it to build a brand matrix, cover more consumer groups, meet the consumer demand in different scenarios, form a unique competitiveness, comprehensively layout the sports field, and expand its market share. The company also said that it will continue to expand the number of offline stores in 2021. It is estimated that Anta stores (including Anta children's independent stores) in mainland China and overseas countries will reach 9900, while FILA stores (including FILA kids and FILA fusion independent stores) in mainland China, Hong Kong, Macao and Singapore will reach 2150.

Anta international was founded in 1991 and listed in 2007. With 30 years of development, Anta international has risen among domestic brands and become an international sports brand. However, compared with 618 last year, the sales volume of Anta, the main brand, has decreased significantly this year. Wang Yibo, the global spokesman signed in the first half of this year, has not brought about significant increase in its performance. Moreover, the financial report in 2020 shows that the revenue of FILA has surpassed Anta, and Anta, as the main brand, has a little insufficient development momentum, The future of Anta international still needs to rely on the support of the main brands. Whether Anta can adjust its strategy now becomes the key to the future development of Anta international.