Anta’s revenue in 2019 was 33.9 billion yuan, a year-on-year increase of more than 40% and double that of 2017.
Profit attributable to shareholders was 5.3 billion yuan, a year-on-year increase of 30.3%.
This is the sixth consecutive year that its revenue and net profit have maintained double-digit growth.
Boosted by its performance, Anta’s stock price has risen for two days in a row, reaching HK$58.6 per share as of press time.
During the epidemic, retail has been hit, and the apparel industry has borne the brunt.
From January to February 2020, the total retail sales of textiles fell by more than 30%.
Anta is no exception. It has closed stores and factories, and its stock price has plummeted. It has dropped by nearly 30% compared with January.
Since January, the stock prices of Anta and Li Ning have been trending
Unfavorable times , but Anta did not lose heart.
Firstly, there is still 18 billion in cash and cash equivalents lying on the account, which is sufficient ammunition;
Secondly, in the past few years, Lay a solid digital foundation in brands and channels. When the epidemic was at its worst, Anta moved decisively online, selling a maximum of 17 million in one day, and its live broadcast sales on the “March 8th Festival” exceeded 3.6 million.
In crises, there are opportunities, and Anta wants to buck the trend. He said: Under the epidemic, it is a good opportunity to compete for more market share.
The breaking point of consumption upgrade
In 2019, FILA revenue 14.8 billion, a year-on-year increase of 73.9%. By the end of 2019, FILA had only 1,951 offline stores, less than 1/5 of Anta. However, its revenue accounts for 43.5% of the overall revenue, which is comparable to Anta.
Li Ning’s revenue in the first half of 2019 was about 6 billion. According to this estimate, one FILA is comparable to Li Ning’s revenue.
When it was acquired in 2009, FILA was losing more than 30 million yuan a year in China. Anta spent 11 years turning FILA from a foreign brand that was acclimated to the local environment into a “mainstay”. FILA is positioned at the high end, with a gross profit margin of 70.4%, much higher than Anta’s 41%, which has raised the gross profit margin of the entire Anta Group.
Now, in addition to the brand Anta where it started, ANTA Sports has formed a multi-brand matrix such as FILA, Descente, Kelon, and Xiaoxiao Niu. Last year, Descente’s annual revenue was close to 1 billion, making its first profit, and it is expected to become the next “FILA”.
Anta brand matrix
In 2019, the consortium headed by Anta spent 4.6 billion euros to “swallow” Sports giant Amer, Arc’teryx, Salomon and a number of other high-end outdoor brands have come under Anta’s umbrella. Anta is trying to copy more “FILA” from it.
During the epidemic, a large number of well-known clothing brands announced the suspension of production
Amid the epidemic, a large number of well-known clothing brands announced Production has been suspended, and world-famous brands such as Hermès, Gucci, and Chanel have all announced the suspension of production.
Foreign media reported that following Hermès and Gucci, a brand of Kering Group, Chanel also decided to suspend production in the short term and will It will close its factories in France, Switzerland and Italy within two weeks.
Chanel women’s shoes (screenshot of official website)
“Chanel has decided to close its stores in France, Italy and Switzerland in accordance with the latest government instructions. of all production sites, as well as the production of haute couture, ready-to-wear, fine jewelry and jewellery,” Chanel said in a statement.
Due to the new crown epidemic, luxury brands owned by the French Kering Group have closed 6 production plants in Italy.
Luxury brand Hermès also announced the temporary closure of all 42 of its factories.
The secret weapon of precision guidance
After the outbreak of the new coronavirus, offline stores were closed , business basically went into shock, and many retail stores closed down as a result. The reason why we can’t survive is because we have no customers. Once we close the store, we won’t be able to do business.
Anta’s membership pool brings together 70 million members, and 250 million consumer assets are rolling in the large database.
Even if offline stores are shut down, consumers can still be found as soon as possible, and business is still promising.
Anta has more than 10,000 offline stores, most of which are dealer stores. From warehouses to stores, product inventory, prices, sales, logistics, etc. have all been digitized. Anta’s latest generation of smart stores can count customer flow, analyze hot spots, collect consumer behavior data, and optimize store operations and even product research and development under the guidance of big data.
Member digitization and industrial chain digitization have greatly improved Anta’s operating efficiency. In 2019, Anta’s operating profit margin reached 25.6%, an increase from 2018 1.9 percentage points.
Anta has tasted the benefits of digitalization. Next, online channels will not only sell goods, but also become consumer operation platforms.
In late January, when the domestic epidemic was at its worst, all Anta offline stores were closed and “all employees sold goods” online. More than 60,000 employees and dealers turned into “shopping guides” to go shopping in various stores. Sell goods in this community.
70 million member data is the key to sales conversion.
At the same time, Anta quickly transformed offline The dealer’s unsalable goods were transferred to the e-commerce platform for sale. In the half month to February 16, Anta e-commerce received more than 450,000 inquiries, and the highest single-day sales of a single store exceeded 17 million yuan.
Anta has realized the next batch of goods online and offline
In addition, Anta It has also increased the investment in live broadcast resources. Now its Tmall flagship store broadcasts 4-15 hours of live broadcasts every day. In the live broadcast of the “March 8th Goddess Day”, the total number of views exceeded 1.34 million, and the transaction volume exceeded 3.6 million yuan.
Anta Live Broadcast
As of now, Anta’s stores have basically resumed business, and the factory resumption rate has reached 100% , the outsourcing factory has also restored more than 90% of its production capacity.
It has not only withstood the cruel test of the epidemic, but also stood at a new starting point. In the first half of 2019, FILA’s revenue increased year-on-year Growth of 79.9%, accounting for 44% of Anta Group’s contribution, faster than the main brand.
Follow the wolf culture
Concerning the rapidly becoming popular “FILA”, the public is curious about two things – “Which country’s brand is FILA?” and “How is FILA successful?”
September 2019 , Anta Sports’ semi-annual report announced FILA’s revenue for the first time, with gross profit margin as high as 71.5% and an increase of 79%. The outside world was shocked to realize that FILA, once a hot potato, had already successfully counterattacked. Not only did it not hinder Anta, it also became the main force of the Anta Group.
In the past two years, FILA’s offline presence has become stronger and stronger. Especially during consumer festivals such as 618, Double 11, and Double 12, the stores were once overcrowded. On Double 11 in 2019, there was a ten-meter-long queue at the FILA exhibition hall at the entrance of Hangzhou Wulin Yintai.
The reason behind the popularity is the rapid growth of FILA. Keith revealed that by 2018, FILA’s annual revenue exceeded 10 billion, and by the end of 2019, the number of FILA stores across the country had exceeded 1,000.
He said that after Anta completes the acquisition, FILA will still maintain an independent market position and brand strategy in brand operations. Although FILA comes from Italy and Anta is rooted in China, the two sides have an extremely important similarity – “We both follow the wolf culture.”
“The trend turns every ten years”
FILA FUSION was established at the end of 2017, less than In two years, the number of stores nationwide has exceeded 200.
“It was almost a wild ride,” Keith said.
Compared with the main brand, FILA FUSION’s positioning is younger and more fashionable. The former’s target customer group is young people over 26 years old, while the latter is aimed at the post-90s generation between 16 and 26 years old.
“This group of people pursues themselves more, and their consumption is also very elastic. Their consumption and values are not so inevitably connected.”
Compared with FILA, FILA FUSION’s positioning is more youthful, and its products use bolder colors. In terms of price span, FILA FUSION is narrower than FILA, more cost-effective, and closer to the consumption level of consumers aged 16-26.
FILA FUSION Wulin Yintai Store</p