Anta’s international ambitions are clearly revealed.
Anta Sports Goods Co., Ltd. (hereinafter referred to as Anta) recently opened a new store in West Hongqiao Business District, Qingpu District, Shanghai. Established Shanghai ANTA SPORTS CAMPUS as ANTA’s global retail headquarters.
In addition, Anta proposed to develop Amer Sports’ outdoor brands Arc’teryx, Salomon and Wilson into three brands worth 1 billion euros.
It can be seen that Anta is gearing up and will target the sportswear industry giants Nike and Adidas to advance into the international market.
Layout Amer Sports
It is reported that in the future, ANTA will gather the retail management centers of many of the group’s international brands into the Shanghai ANTA Center. The center will serve as one of ANTA Group’s global management bases, and as an important platform for ANTA’s global innovation integration base, global talent development center and global resource linkage.
In addition, Anta also released the development plan of Amer Sports. In the next 4-5 years, Anta will focus on the construction of its outdoor brands Arc’teryx, Salomon and Wilson. The proportion of shoes and clothing categories of these three major brands will increase from 40% to 50%.
At the same time, channel layout will be increased. The number of global self-operated stores of the three major brands will more than triple. The annual compound growth rate of global e-commerce will reach 30%-40%. Revenue The proportion will increase to 30%.
To achieve the above goals, ANTA Sports will focus on enhancing its competitiveness in key areas, including adjusting management, strengthening the Chinese team, strengthening the retail system and global warehouse production capacity; actively managing the brand combination to ensure maximum value creation.
As for the specific content of Amer Sports’ growth plan, the relevant person in charge of Anta told the media that Anta is formulating a detailed business plan internally, and may find a suitable opportunity early next year. Announce relevant details.
Since acquiring Amer Sports, Anta has shown strong confidence in catching up with its competitors.
Anta has said: “On the frontal battlefield, Nike’s advantage is difficult to shake in the short and medium term, and our acquisition of Amer Sports can help us expand in market segments. Quickly occupy the high point and form a new confrontation pattern of differentiated competition.”
There is still a gap with Nike and Adidas
However, Amer Sports’ financial situation is not optimistic. According to Anta’s semi-annual report this year, MascotJVCo (Amer Sports’ main holding company) suffered a net loss of 849 million euros in about three months.
In addition, the British brand evaluation agency Brand Finance released the “2019 World’s 50 Most Valuable Clothing Brands” rankings in March this year, among which the sports brand Nike ranked first , the brand value was US$32.421 billion, an increase of 15.7% over the previous year.
Sports brand Adidas ranked third, and Anta ranked 21st. It can be seen that there is still a big gap in brand value between Anta, Nike and Adidas.
Anta’s planning for its brands is relatively clear, but Anta has many brands. How to maximize the advantages of each brand and create synergy requires careful consideration. .
The success of sports brand Fila makes Anta full of confidence. However, Fila’s success took ten years. Can Amer Sports’ brands achieve the goals set by Anta within five years? “Small goals” have yet to be tested by the market.
At present, the outdoor products industry is not very prosperous, domestic consumer demand is not strong, and the market is still in the cultivation period. If Anta can catch up with the explosive growth period of the outdoor products market in the future, it may also be promoted to an international brand through Amer Sports.
In this regard, Anta also admitted frankly when explaining Amer Sports’ development plan that future business development opportunities and challenges coexist.
Anta will complete the platform construction and form three major brand business groups: professional, fashion and outdoor sports, and build back-end organizational platforms such as retail platform, supply chain platform and IT finance to provide Yama Fen Sports provides retail and other resource support. </p
