Anta Put Forward The "Anta Road" Pformation Can Not Be Avoided.

Every economic and industrial adjustment means a reshuffle of enterprises.

Faced with concussion, adversity, firm confidence, bold innovation, and courage to break through, people often rush out of a new world and take the lead in the new round of economic cycle.

From the current situation, Anta can be called a model of adversity.

Last year, Anta put forward the "Anta way", from the "consumer oriented, market position as the goal, the contributor as an example, innovation as the survival of the four dimensions" to pform, and established the consumer big data platform and consumer research center.

In the face of the historic opportunity for structural reform of supply side, the advantages of leading enterprises are highlighted. On the 22 day, Anta sports brand giant Anta released its annual performance report.

The report shows that Anta's annual business income of 13 billion 350 million yuan, realized three consecutive years of revenue growth of over 20%; shareholders should account for 2 billion 390 million yuan profit, an increase of 16.9% over the same period, gross margin innovation up to 48.4%; turnover, gross profit margins, profit margins and a number of key data exceeded market expectations.

As a Hong Kong Stock Exchange listed company, Anta's total market capitalization has exceeded 60 billion Hong Kong dollars, which exceeds the total market value of other mainland sports shoes and clothing enterprises listed on the Hong Kong stock exchange.

Anta ranked 51 billion 800 million in the world's eighth largest market in terms of market capitalization of 2016.

Among the top 2016 Chinese Listed Companies in the market capitalization of 500,

In the 174 place, it is the only sports company selected.

In recent years, with the advent of the new normal economy, a series of negative factors such as overcapacity, high cost of factors, and difficult sales have come into play, and the sporting goods industry has entered a period of deep adjustment.

Faced with difficulties, it is also a rare opportunity for development. Anta takes the initiative to make changes, starting from the actual needs of consumers, accelerating pformation and upgrading, achieving sustained growth in the adverse economic cycle, and continuing to lead the whole industry.

At the same time, Anta implemented the strategy of "single focus, multi brand and all channels", focusing on the market of sporting goods and footwear, and establishing a retail oriented thinking and assessment system.

We should provide precise ordering guidelines and strict retail policies to further optimize retail management capabilities and enhance retailer competitiveness and store efficiency.

At present, Anta has been formed by Anta, Anta children, FILA, FILA KIDS, DESCENTE and NBA series products and so on.

From mass consumption to high-end consumption, from functional sports products to fashion sports products, from adult market to children's market, from sports popularization to market segmentation, basically realized the full coverage of consumer groups.

In terms of technology and product innovation, the sports science laboratory established by Anta is the only state-level enterprise technology center in the domestic sporting goods industry. Last year, Anta increased R & D efforts, and R & D cost accounted for 5.1% of the cost of sales.

At present, Anta has set up a design center in Hongkong, Japan and the United States. While introducing a large number of international talents, it reinventing the innovation mechanism, innovation process and innovative culture.

In addition, Anta has stepped up its marketing efforts.

Last year, Anta seized the opportunity of Rio Olympic Games, took effective marketing methods, and sponsored 11 sports teams, including winter, weightlifting, gymnastics, wrestling, boxing and canoeing, becoming the largest number of Chinese sports teams.

"We hope to carry the banner of China's sporting goods industry and national brand, and continue to boldly explore business model innovation and continue to create Anta miracle."

Ding Shizhong, chairman and CEO of Anta's board of directors, said.

From the perspective of industry reshuffle and industrial agglomeration, leading enterprises are bigger and stronger.

Such a trend is conducive to optimizing the industrial structure, enhancing the efficiency and efficiency of industrial economic development, and enhancing the competitiveness of national industries and national brands at the international level.

Fujian is a big province of traditional industries. We expect more brave people like Anta to emerge in all fields, leading the traditional industries to accelerate pformation and upgrading, and jointly create more industrial wonders in Fujian.

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