Home >

Out Of The Shadow Of Closing Shop, Anta Usher In A Turning Point

2014/2/28 9:38:00 27

Sports Shoes Anta Spanformation Electricity Supplier

"we basically cleared up inventory in 2013. We can say that since 2012, < a href=" //www.sjfzxm.com/ "target=" _blank "> clothing < /a > the most difficult period in the industry has passed. In February 27th, Anta sports (11.86, -0.02, -0.17%, real-time quotes) chairman and CEO Ding Shizhong of the board of directors of commodities Co., Ltd. (02020.HK) said. 
 February 26th, Anta first released its 2013 annual performance in Hong Kong stock sporting goods enterprises. Data show that Anta's operating income last year was 7 billion 280 million yuan, less than a href= "//www.sjfzxm.com/news/index_cj.asp" > shareholders should account for profit less than /a > 1 billion 315 million yuan, a slight decrease of 4.5% and 3.2% respectively over the same period last year. But this performance is better than the expectations of the market and agencies. 
 after experiencing a series of difficult spanformation actions such as closing shop tide and clearing stock, the domestic sportswear enterprises got a little breathing at the end of 2013. Anta said that orders for the first 3 quarters of 2014 would increase single digit growth in orders. The same store sales in the fourth quarter of 2013 also increased, which will be more optimistic this year. 
 "it's too long to be sure, but in the last one or two years, the overall trend of Anta is promising." Ding Shizhong said. 
 Guan Dian Chao retreat > /strong > /p >
 despite the fact that there are a lot of shops and restaurants in the physical industry, the second half of 2013 may be a turning point in the field of sportswear. 
The data provided by Anta P show that in 2013, the number of Anta's big goods closed shop decreased by 318, and most shops were closed in the first half of the year. In the second half of 2013, Anta stores only closed 77 stores. 
 the domestic sportswear enterprises after many years of rapid growth, after 2012, they fall into the wave of closing shop. Lining (5.9, -0.03, -0.51%, real time quotes), Anta, PEAK, 31st degree (1.99, -0.03, -1.49%, real-time quotes), China trend (1.54, 0, 0%, real-time quotes), XTEP and other sports brand overall closing number of at least 3000. At present, this trend has slowed down. By the end of 2013, Anta had 7757 stores, covering almost all domestic markets. 
 Ding Shizhong believes that Anta now has no way to improve sales performance by opening new stores. The number of stores will remain stable in the future, mainly reflected in the adjustment and upgrading. He thinks Anta's "retail oriented" spanformation is successful, "the store's unit production has increased significantly, and the order volume growth in the first three quarters of 2014 has been very good." 
 to see the commonly used "library sales ratio" data in the industry, Anta has also stepped out of the shadow of closing shop. The ratio of inventory to sales is the ratio of inventory to monthly sales. At present, Anta's Treasury sales ratio is below 5 months' health level. 
, however, Anta clearly declared that the newly developed < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > children's wear < /a > business will continue to increase the opening of stores. "Our internal plan is increasing, and now there are less than 900. Children's clothing is a business that fostering potential consumers. Ding Shizhong also said that the positioning of high-end brand FILA is different from Anta, so the planning of opening stores will also be different. 
 Anta's performance is also concerned by the market. At 10 a.m. on February 27th, the market value of Anta, Lining, XTEP, PEAK and 331 degrees in Hongkong market were 30 billion 140 million, 8 billion 300 million, 8 billion 470 million, 4 billion 300 million and 4 billion 200 million Hong Kong dollars respectively, and Anta's market value exceeded the sum of other four. 
 Ding Shizhong said: "the degree of market concentration can be seen. The survival of the fittest in this industry has been going on. " 
 electricity supplier caution 
Less than P, Anta's pace in e-commerce is much smaller than that of offline business. 
 Anta business channel accounts for a small proportion of total sales. Anta management revealed at the results conference that the current electricity supplier accounts for less than 10%. But in 2013, Anta redefined the electricity supplier channel, not only as a way to clear goods, has begun the regional O2O mode of trial. 
 Ding Shizhong said: "we are also considering doing some online and offline interaction, so that offline stores can serve online sales." However, he believes that due to the different characteristics of products, sports goods industry can not be all moved to the Internet, even in the most developed European and American countries, ADI and Nike are still dominated by physical stores. 
In the field of wearable devices, Anta has shown a more sober side. P In the domestic sports brand, there are no enterprises involved in wearable products. Anta also believes that product innovation should be consistent with brand positioning. The main consumer group is still in pursuit of product quality and comfort level. But related products will be considered. 
 International brokerage institutions have shown an acceptable attitude towards Anta's existing a href= "//www.sjfzxm.com/business/" > business strategy < /a >. UBS, Merrill Lynch, CLSA and HSBC all rated Anta as a "buy" level or better than the general trend. In February 27th, Anta's share price reached HK $12.5, a record high of nearly 3 years.