To build a high-end market, the "keep moving never stop" Anta Sports is showing its ambition step by step.
On the evening of October 11, Anta Sports Co., Ltd. (Anta Sports) announced the third quarter of 2018 earnings data, Q3 Anta brand overall still maintained steady growth, double-digit growth in retail sales, ring ratio improvement.
In the third quarter, retail sales of Anta Brand (Anta Adults + Anta Children + E-commerce) increased by double digits compared with the same period last year, with a slight improvement in the growth rate; retail sales of non-Anta Brand (except Anta Brand, Kolon Brand and Kingkow Brand) increased by 90% to 95%. FILA brand grew 90%+ compared with the same period last year, continuing to exceed expected growth. Benefiting from the promotion of FILA brand share, Anta sports gross margin has increased overall.
With the birth of Anta Sports in 1991, Anta Sports is deeply rooted in the third and fourth-tier cities in China. Its brand image is deeply rooted in the hearts of consumers. They want to compete with international sports brands such as Asdas, Nike and Andama for higher market development. Only by acquiring high-end brands can Anta Sports see hope.
Faced with the rise of China's new middle class, the trend of consumption upgrading is becoming more and more obvious. Anta Sports pays more attention to brand upgrading. Through implementing the strategy of "single focus, multi-brand, all-channel", we will continue to develop high-end product lines, attract new generation consumers, and deepen brand penetration in first and second-tier cities.
_Anta Sports, which has long followed the popular line, has always been clear about its target consumers. To make its brand go higher and farther, it is necessary to cross different levels of consumers. The acquisition of FILA has become an important opportunity for Anta to build high-end DNA. Anta Sports seized this opportunity and successfully operated this DNA, which opened the gap with special features, noble birds, wealthy birds, 361 degrees, and became the first sports company in China and the fourth largest sports goods company in the world.
Compared with Li Ning, a traditional brand specializing in sports, Anta Sports has made clear the goal of "fashionable sports brand" in the process of upgrading its brand, catering to the current trend of fashion consumers, and successfully walked out of a fashionable sports road.
