Recently, Anta released its 2017 annual report, with annual sales revenue increasing by 25% to 16.7 billion yuan. In 2017, Anta sold more than 60 million pairs of shoes and 80 million pieces of clothes, with more than 10000 stores and a market value of more than HK $100 billion, ranking third in the global industry.

So how did he do it? Where will the future go?
Optimize order mode and assessment index
Anta optimized the mode of order meeting, transforming from "wholesale mode" to "retail mode", booking 70% of the goods first, making up 30% of the orders, and then making flexible and flexible transformation of the supply chain, and making 30% of the quick sales turnover of some products.
At the same time, Anta has further increased the proportion of direct sales of primary dealers, continuously promoted the retail transformation of agents at all levels, and taken the product sold out rate as an important assessment index, making dealers have to pay attention to the health of inventory.
In addition, Anta has also improved its stores, installed ERP system, and required the closure of stores with poor performance. It has also set up flagship stores in major counties and cities across the country, setting a typical example.
Purchase international brands and move towards high end
In 2017, Anta's gross profit margin continued to increase. In addition to Anta's main brands, the growth rate of high-end brands has reached 80% - 90%, which shows that Anta's high-end brand is relatively successful and enjoys the dividend of consumption upgrading.
Take FILA as an example. In 2017, the sales growth rate of FILA exceeded 50%, and even reached 85% in the fourth quarter. The proportion of FILA in Anta Group business has exceeded 20%.
Business model optimization
In terms of business model, Anta's main brand mainly adopts the distribution mode, while the middle and high-end brands adopt the direct operation mode, and the gross profit margin of direct operation is much higher than that of distribution mode, so it also promotes the profit growth of Anta's whole company.
Thanks to the recovery of China's sporting goods industry
Data shows that the growth rate of China's sporting goods industry reached 12% in 2017, and in the next five years, the whole industry will maintain a double-digit compound annual growth rate.
Adjust the channel structure and strictly control the number of shops in the street
Like many Chinese sports brands, Anta has long been regarded as a third or fourth tier brand. One of the reasons is that it is hard to reach the "middle class" consumer groups because of the drag of its Street store image.
In the past, more than 80% of Anta's business came from street shops. However, with the upgrading of consumption, the transfer of business circle and the integration of consumption, consumers are more willing to go to shopping malls for consumption. Therefore, Anta has been moving into shopping malls and outlets very fast in the past two years.
Chinese market needs to lead the recovery of the whole industry
With the rapid development of sports industry, from an international perspective, Anta still needs to learn from Nike, ADI and other leading enterprises in terms of internal operation ability, product R & D control, and supply chain management.
Brand upgrading is a long stage, Anta still needs to speed up.
This article comes from the network, which is arranged and released by bronzing machine, trademark transfer machine and Unilever shoe machine