Jinjiang shoe Del benefits in the "Fujian Daily" a small box in a low-key announcement of his ending, people still had time for this had a certain amount of brand to miss, and even lamented Jinjiang Department "wither", with the same Jinjiang Footwear Anta, to another magnificent gesture attracted the eye.

Following the January 10, ANTA Sports shares closed at 37.45 Hong Kong dollars, the market value of 100 billion to 100.537 billion Hong Kong dollars break through, January 15, the company shares rose more than 1% to 38.6 Hong Kong dollar shares, once again refresh the listing New record, recorded a market value of 103.7 billion Hong Kong dollars.

This means that in 2007, ANTA, which was listed on the Hong Kong Stock Exchange, not only became the first sports brand in China to break the market cap of HK $ 100 billion, but also became the retail and apparel group with the highest market value in China.

Really counted as a dazzling open red.

Market value have to sustain?

Anta released the first half of 2017 on August 5, 2017 performance report shows that as of June 30, 2017, the company recorded a revenue of 7.323 billion yuan, an increase of 19.2%; net profit of 1.451 billion yuan, an increase of 28.5 %. In the meantime, the gross profit margin of the Company also increased from 47.9% to 50.6% while the net profit margin increased from 18.4% to 19.8%.

In addition, in the second quarter of 2017, the retail sales of ANTA branded products recorded a year-on-year increase of 20% to 30%. The retail sales of non-ANTA branded products recorded a 50% to 60% increase in retail sales. In the third quarter, the former also recorded double-digit increases, with the latter increasing by 40% to 50% on a year-on-year basis.

The same period of business compared to Li Ning, 361 ° and other brands also have to look better.

Therefore, analysts commented that Anta's market capitalization is mainly due to the rapid growth of its own performance, while some analysts said Anta Sports's current high share price is also related to market capitalization in 2017. "Capital preference sectors Leading company. " This is not hard to understand at the same time that the market capitalization is high, many financial institutions have maintained a "buy" rating on Anta. Among them, the interface report quoted Cinda International Research reported that Anta's short-term target price of 40 yuan, there are still about 10% of the potential increase.

Good performance is naturally the main reason, but the theft that has been circulating for a long time hot acquisition rumors have been helpful.

That is, last week, Gucci parent company French luxury goods group Kaidun Group, which purported to be "focused on the luxury business," finally finalized the "whereabouts" of its German sports brand PUMA: the Group announced the spin-off of PUMA and continued holding The latter 16% stake, 70% of the shares allocated to shareholders.

- Yes, there is no way to "walk away" from the overall sale of the brands we all looked forward to, but it still does not prevent everyone from speculating on the PUMA's next largest purchaser, and the two "Gossippers" have long been Anta The highest voice of potential buyers. The recent performance gains very PUMA ANTA will be a good target. Therefore, the "marriage" is still optimistic about the investors, will be pleased to add a touch of color.

Li Ning, the same listed on the Hong Kong Stock Exchange, the market value of 14.487 billion Hong Kong dollars, 361 degrees, the total market value of 5.975 billion, the market gains, the ANTA to "rival" to describe it does not seem excessive.

However, it is not so clear in 2013. Earlier, an article recounted: "Before 2013, Li Ning's revenue exceeded Anta, Li Ning and Anta revenue gap even more than 2 billion in 2011. Whether in the fame or in revenue, market share, Li Ning are Is the well-deserved leader. "

Anta was able to counterattack, come to the fore, or with the following three points:

The main brand of the sub: recognize themselves and recognize the market

The duty here is mainly for the main brands of ANTA Sports, it is very clear in the eyes of consumers, so they wholeheartedly do their own "cost-effective mass brand." Reflected in the product is "the design is not beautiful, keep the price low profile," even after becoming the official market partner in the NBA, Anta launched a series of products are still not too much price fluctuations. It sounds very much the boss's business, but since it is the main low-end market, also determined to thoroughly penetrate the market.

However, this is not something anyone can figure out.

Tang Xiaotang, who has no fashion Chinese network, even said in a few days ago that many media called Anta "China's Nike" a manifestation of Anta's ignorance: If Anta wants to be "China's Nike," then There will be no Anta today. Is your Jinjiang Anta also do better than "China's Nike" positioning, otherwise, "China's Nike" is what you now see the market value of 15 billion Li Ning.

Basically go by high-end buy

Clear understanding of their own Anta heart clear, want to rely on the main brand products to upgrade their own brand to complete the evolutionary evolution is a very laborious thing, but it does not mean that the high-end market, it does not want to touch the cake . Thus, Anta chose the most efficient way: buy buy.

In recent years, ANTA Sports has won FILA, Japan's functional sportswear brand Descente, Korean brand Kolon Sport and its children's clothing brand KingKow through acquisitions or joint ventures.

The earnings report also confirms the correctness of this multi-brand strategy: With the launch of more high-margin functional products under the multi-brand strategy, non-core brands such as FILA and Kolon continue to be the Group's growth drivers. Among them, FILA in the past 5 years maintained a retail growth of about 40%. The Anta Group's net profit for the first half of 2017, up 29% YoY, was also mainly driven by the FILA business, with sales soaring 50% YoY and now accounting for 25% of ANTA's total sales.

Speed ​​children's clothing market fast growth

The long-term dividend policy of the second child policy has brought about a 2800 billion yuan worth of "big cake" worth of children's clothing. Anta, Li Ning, Xtep, and 361 ° have all won over. However, Anta started in 2008 as a sporting goods for children The earliest market participants.

According to the article of China Footwear Designers Union, in 2016, the total sales volume of Anta Children's Line has reached nearly 2 billion yuan, accounting for nearly 15% of Anta's annual revenue of 13.35 billion yuan. In 2015, FILA kids also succeeded in making up ANTA Children's clothing in the high-end market deficiencies. In October 2017, Anta rewarded 60 million Hong Kong dollars for mid-end and high-end children's wear brands to improve the market for children's apparel. As of June 2017, Anta's independent children's clothing store has grown to more than 2,100, nearly 10 times the 228 in 2009.

In this case, Li Ning, a late entrant, will have to go "more conservatively": In 2017, the Young and KIDS stores of Li Ning Group focused on opening 20 stores in the north in the first half of the year and 70 stores in the second half of the year, Profit impact of 30 million yuan.

You see, with the Department of Jinjiang, Jay Chou's "Do not take the unusual road" did not allow Del benefits embarked on the road, the latter finally announced at the beginning of this year his end, and had missed the endorsement of Jay Chou Anta Daoshi Trip out of an unusual way of their own. Do not be busy for the Department of Jinjiang Shoe "silent" never victory belongs to a few people. However, who knows a few years later, another Jinjiang Department player, Li Ning, "sailing again" will regain the leading position?

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