In the spring of 2020, a new crown pneumonia epidemic that can be called the largest "black swan" in the past 10 years swept the world, and it has affected the economic development of various countries. Anta (02020), China's largest sporting goods company, was also troubled by this "black swan" and once closed some offline stores. What is commendable is that even though the "Black Swan" has not dispersed, Anta yelled out the slogan "Be confident to achieve positive performance growth in 2020" after handing out the strongest annual report in the history of the Chinese sportswear industry. Ding Shizhong, Chairman and CEO of Anta Group, even emphasized that the Group ’s goal of achieving a “double hundred billion” turnover in 2025 will not change.

The continued high growth of R & D expenses is one of the core driving factors for Anta products to achieve fashion, specialization, high-end and differentiation, and ultimately to obtain a higher brand premium.



In 2019, the Anta brand is positioned as a professional sports brand with "extreme cost performance led by technological innovation". Through innovative technologies such as hydrogen technology, A-WEB, FLASHFOAM, environmental protection technology and other well-known IPs such as Marvel and Coca-Cola, the cross-border joint network has become a popular network, attracting a wave of panic buying. Gradually realize the transformation from "affordable" brands to "want to buy" or even "rush to buy" brands. According to the Nielsen Consumer Survey, more than 70% of Anta ’s consumers are post-95 young people, and this proportion is still increasing; the first mention rate of Anta ’s “co-branded models” exceeds 50%; the international basketball star Klay Thompson KT family Product sales increased by 60% year-on-year, and the annual sales volume maintained a leading position in the Chinese basketball shoe segment.



Anta said that over the next five years, more than one billion yuan will be invested in technological innovation, driving innovation products to contribute more than 40%.



The FILA brand, which is positioned as a high-end sports fashion, will focus on creating a "lifestyle that leads elegant taste" in 2019. The brand equity index has increased by 60% compared with last year, and the growth rate ranks first in the industry. Through the full-scenario and full-cycle brand strategy, FILA has successfully incubated two sub-brands with annual flow exceeding one billion levels: for children ’s brands FILA KIDS aged 3-15 years, flow over 2 billion yuan and generation Z after 95 The trend brand FILA FUSION, the running water exceeds 1 billion yuan.



It is worth noting that the gross margin of the FILA brand continues to remain stable, rising from 69.9% in 2018 to 70.4% in 2019.



At the same time, the outdoor sports brand represented by Desante has developed high-end products such as comprehensive training, women's and skiing. The high-quality ALLTERRAIN professional series and SKI product series have stabilized a large number of loyal high-end consumer groups, currently in 42 cities 136 stores have been opened, all of which are laid out in China's first-tier high-end shopping malls. Joining the group at the end of 2016, Desante has become a billion-level brand after more than two years of group incubation. Last year, its turnover increased by 75% year-on-year.



In 2019, the comprehensive gross profit margin of brands other than Anta and FILA reached 61.8%. Together with the FILA brand, Anta's overall gross profit margin was increased to 55%, a record high.



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