On the 24th, Anta Group released its 2019 annual performance report. Prior to this, Quanzhou sports brands listed in Hong Kong such as 361 ° and Xtep have published their 2019 annual reports. The annual report shows that the sports brand in our city continued to maintain a steady upward trend last year.

聚焦 On the basis of focusing on the main business, Quanzhou sports brands taking M & A as the path have paid more attention to and practiced the multi-brand operation model, and gradually moved towards brand internationalization. At the same time, with the help of product innovation, cross-border joint name, flexible supply chain, e-commerce innovation, etc., Quanzhou sports brand has become more solid on the road to transformation and upgrading. □ Our reporter Huang Wenzhen Wen Wenqing

Lu'anta's annual revenue exceeds 30 billion yuan and ranks among the top in the industry

Among domestic sports brands, Anta is still in the lead, surrendering a surprising "transcript". Its full-year performance report for 2019 stated that last year the group's revenue reached 33.93 billion yuan, an increase of 40.8% year-on-year, and the profit attributable to shareholders increased by 30.3% to 5.34 billion yuan. Anta Group's various operating indicators are healthy and have achieved the best performance ever. It has maintained high-speed growth for six consecutive years and is in the forefront of the industry.

Last year, the sports industry in Quanzhou continued to grow. The annual report shows that last year's 361 ° Group's turnover rose by 8.6% to 5.631 billion yuan. As the two core products of the Group, footwear products and apparel products both showed an upward trend, with sales increasing by 7.9% and 3.0% respectively year-on-year. It is worth mentioning that the turnover of children's clothing increased by 22.4%, accounting for 17.7% of the total turnover of the group; the sales revenue of online exclusive supplies increased by 23.9%, accounting for 16.3% of the total revenue during the year. According to Xtep's annual report, thanks to product upgrades and the booming consumer market of the domestic sportswear industry, last year's group revenue increased 28% to 8.183 billion yuan; operating profit increased 18% to 1.234 billion yuan; common equity holders Attributable profit increased 11% year-on-year to 728 million yuan.

In the industry ’s opinion, with the increase of residents' consumption level, the demand for sports is diversified, and the trend of personalization is strengthened. The PwC Sports Industry Survey Report 2019 shows that the global sports market is expected to grow at a rate of 6.4% over the next three to five years. At the same time, basketball, e-sports, football / soccer ranked among the top ten with the highest income growth potential; urban light sports immediately entered the top ten after being included in the list. In addition, some emerging projects such as skiing and cycling have also begun to show strong growth rates and large growth potential. National fitness has become a power engine that promotes the development of the sports industry, stimulates domestic demand, and forms a point of economic growth.

Global layout development deepens multi-brand strategy

In 2019, Xtep launched a multi-brand strategy. In March last year, Xtep entered into several joint venture agreements with the Wolverine Group to develop, market and distribute shoes, apparel and accessories for multiple brands, and subsequently launched acquisitions of multiple brands. It is understood that this year, Xtep's main brands continue to focus on professional running and provide the mass market with cost-effective sports products benchmarking to international standards; Soconi and Mylar mainly provide high-end professional sports products for high-level athletes; Gaswell and Paladin mainly Provide sportswear that appeals to the younger generation.

Last year, ANTA Group deepened the development strategy of “single focus, multiple brands, and omni-channels” and launched a global strategy. It is understood that in 2019 Anta Group completed the acquisition of Amafin Group. Regarding the business goals of Amafin, Anta Group has proposed 5 billion euros for a five-year development plan. The Archaeopteryx, Salomon and Wilson brands will be built into "1 billion euro" brands respectively; the Chinese market and the direct sales model Plan to realize a profit of 1 billion euros. Relevant person in charge of Anta Group revealed that although the new crown pneumonia epidemic is fierce, the main product of Amafen is autumn and winter products, which account for more than 65%. If the global epidemic is effectively controlled before the autumn and winter, the company is confident that The impact of annual performance is within the controllable range.

Talent is the driving force behind the innovation and development of enterprises. Up to now, Anta has more than foreign professionals from 18 countries and regions. At the end of 2019, the foundation of Anta Group's global retail headquarters, Shanghai Anta Center, will be used as an important global platform for Anta Group's future global innovation integration base, global talent development center and global resource linkage.

For the international market, 361 ° will focus its efforts on expanding the countries and regions along the “Belt and Road” and Europe ’s regions with growth potential to increase the profitability of enterprises in overseas markets. As of the end of last year, the company had nearly 3,000 sales outlets in overseas markets.

Technology innovation cross-border cooperation to meet diversified needs

形成 The formation of product differentiation based on cross-border cooperation, optimized product design, and enhanced product functional research and development has become the only way for sports brands in our city to meet different consumer needs and seize the market.

361 ° continues to focus on product development and innovation, and explores original technology products. Last year, the group successfully launched the sole Q3 technology platform, which will support the performance improvement of all categories of products such as running, comprehensive training, basketball, and urban life. At the same time, the brand launched a joint product with a number of classic high-quality IP, and achieved good sales results.

Luanta positions the brand as a professional sports brand that is led by technological innovation. It is reported that in the next 5 years, Anta will invest more than 1 billion yuan for technological innovation. Last year, Anta partnered with Marvel, Coca-Cola and other well-known international IPs to create a cross-border co-branded network that has become popular. Brand. According to the Nielsen Consumer Survey, more than 70% of Anta's consumers are in the post-95s youth group.

In terms of product innovation, Xtep launched the latest professional running shoe racing 160X last year. This lightweight running shoe is tailored for the Chinese marathon, providing better rebound ability and stable support.

Information through the supply chain

In recent years, leveraging the application of information technology, our sports brands have also made great efforts in promoting flexible supply chains, effective inventory control, and channel optimization.

Last year, Anta invested 200 million yuan in digital transformation and the construction of a big data platform. Anta and the world's leading IT partners have realized the order, supply, production, and sales business chain through the integration of brand sales, supply chain and production information, making production and sales collaboration more efficient and intelligent. In 2020, the Group's digital strategy will be launched from three aspects, namely, intelligent products, omni-channel multi-brand CRM platform construction, and digital operation of the entire process and value chain, enabling high-quality growth.

Accelerate the advancement of online business. According to reports, Anta deepened community operations and explored a new generation Z network marketing model. Through cooperation with the e-commerce platform, sales increased by 40% year-on-year, and the daily order peak reached 8 million orders. In order to cope with the impact of the new crown pneumonia epidemic, Anta turned its business focus to online. At the end of January, it took the lead in launching an "all-person retail" innovation and transformation project in the industry, involving more than 60,000 employees and partners. "The company's large database has more than 250 million consumer data assets, and the data assets played an important role in accurate marketing during the epidemic." Anta said.

In order to realize automation and simplify the supply chain, Xtep started construction of a logistics park in Jinjiang in the second half of last year. The total construction area is about 208,000 square meters, and it is expected to be completed in 2022. In the future, products manufactured in the self-produced factory will be automatically delivered directly to Xtep retail stores. Automation will allow companies to greatly shorten the delivery cycle and speed up the replenishment cycle process. Last year, Xtep also launched a restructuring plan for its e-commerce business, integrating supply chain operations and offline business. It is expected that product design and quality will improve after the integration.

Last year, 361 ° launched an optimization solution for logistics management. By cooperating with e-commerce platform companies, it shortened the time for distributors to deliver orders to retailers, thereby reducing the response time to market demand and better managing the inventory level of sales channels.