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In addition, in 2015, Anta's same-store sales recorded a high single-digit increase compared with the same period in 2014, and recorded growth for 12 consecutive quarters according to quarterly statistics; At the same time, Anta also released the ordering data in the third quarter of 2016, which shows that the order amount has increased for 11 consecutive quarters.
Multi-brand accurate positioning results
In 2015, ANTA's multi-brand strategy began to show results. Through ANTA, Anta Children, FILA, FILA KIDS and NBA, it accurately positioned the sporting goods segment market, covering the public and high-end consumers, and largely met the growing needs of consumers.
Anta is positioned in the mass professional sports market and has been providing the majority of consumers with cost-effective professional sporting goods. Over the years, ANTA has continuously enhanced its scientific and technological innovation capabilities by sponsoring the Chinese Olympic Committee and the National Winter Sports Center, gymnastics center, aquatic center, lifting and wrestling Center and boxing Tae Center, and brought professional sports products to the vast number of consumers.
FILA is positioned in the high-end sports fashion market, and continues to provide high-end consumers with sports fashion products through cross-border cooperation with global designers JW and ANNA SUI. Now FILA has become an "upstart" brand in major shopping malls and shopping centers in China.
As a brand of children's sports in China, ANTA Children showed a rapid development momentum in 2015. In 2015, ANTA youth football strategy was officially released, Anta will fully promote the development of Chinese youth football in terms of equipment, coaches, venues and events, and at the same time, with the liberalization of the domestic "two-child" policy, Anta children will usher in more rapid development.
Anta's multi-brand precision positioning has successfully realized the difference and complementary, formed a synergistic effect in the market, and achieved a leading position in the Chinese sporting goods market through the multi-brand market segmentation strategy.
By the end of 2015, the number of Anta stores, Anta children's sporting goods series stores and FILA stores was 7,031, 1,458 and 591 respectively. In addition, FILA has opened about 50 FILA KIDS stores. By the end of 2016, the total number of Anta stores, Anta Children's sporting goods stores, and FILA and FILA KIDS stores will be 7,000 to 7,100, 1,700 to 1,800, and 650 to 700, respectively.
The internationalization of R&D design greatly improves the competitiveness of products
Since the establishment of a national sports science laboratory in 2005, scientific and technological innovation has become a major driving force for Anta's strong growth.
In 2015, Anta's R&D expenses accounted for 5.2% of the cost of sales, and R&D accounted for 0.9% more than the previous year, which is one in the industry. It is understood that Anta Group has now set up a number of R & D design institutions in the United States, Japan and South Korea, and greatly enhanced the competitiveness of products by setting up an international R & D design team.
In 2015 Anta sports shoes sold more than Nike, reaching 40 million pairs. Among them, scientific and technological innovative products have become new growth drivers, such as newly developed double-bearing technology, adequate technology, outdoor claw technology, far-infrared thermal technology, ice skin III technology, sports energy technology, etc., have a very good market performance.
In addition, Anta launched the unprecedented five-drive controlled technology basketball shoes, so that the sole force is more balanced, more comfortable when wearing, the technology can also increase the friction, stability and speed of basketball players, especially point guards. The "Challenge100" professional running shoes launched after supporting marathon athlete Chen Penbin's challenge to complete 100 marathons in 100 consecutive days and cross nine provinces have been widely praised by the market. At present, innovative products account for 30% of Anta's overall sales and 50% of profits.
Ding Shizhong, chairman of the Board of Directors and CEO of Anta, said that ANTA will always strive to do every piece of clothing and every pair of shoes with the spirit of craftsmanship to meet the all-round needs of professional athletes and consumers for sports products.
Ten billion is just the beginning, nuggets sports industry trillion market
Anta's revenue exceeded 10 billion, becoming a company that broke through 10 billion in China's sporting goods industry, which also represents the official advent of the 10 billion era of Chinese sports brands.
With the continuous promotion of sports-related consumption, sports development and sports popularization and participation measures, the sporting goods market has injected strong vitality. From investment-driven to consumption-driven, consumption has become a new driving force for China's economic development. From the perspective of the development path of western countries, when people's basic material needs are satisfied, the needs that are stimulated one by one are health and sports. According to authoritative forecasts, China's sports industry will reach a scale of 5-7 trillion yuan in the next 10 years, with huge potential.
"In this sense, the golden age of China's sports industry has just begun, and so has Anta's billions." Anta Sports chairman and executive Ding Shizhong said.
Anta will continue to leverage and apply its strong brand value, further improve product and brand differentiation, improve retail channel management, and improve the cost efficiency and response speed of the supply chain, and strengthen its core advantages to maintain its leadership position in the Chinese sports market and enable the growth momentum to continue
