Anta Opportunity To "olive Effect" Contrarian Off - Anta, Sportswear - Clothing Industry

"Olive effect" to Anta company continued to grow in economic crisis

Although the global economic crisis intensified, the Chinese textile Clothing A great impact on the industry, many companies even go down the tubes, but the ANTA Sports Products Limited has not been affected, but the strong growth momentum.

3 3 Anta to the latest performance report: 2008 full year turnover of 4.626 billion yuan, up 54.8% over the previous year, gross margin increased 6.5 percentage points up to 40.0%, operating profit growth of 94.2 % to 931 million yuan, net profit growth of 66.4%, reaching 895 million yuan.

Since July 2007 at the Hong Kong Stock Exchange since the ANTA has two consecutive years of growth. Good performance in China's manufacturing crisis and more special significance. ANTA Sports Products Limited Zhang Tao, vice president and spokesman of the "Business Weekly", said: "a business well, must be accumulated in the Accumulate area close to the mass market demand and the combination of factors such as the results."

The success of his first Anta summarized as "Olive effect." The so-called "olive effect", referring to the general public, consumers will not buy a luxury brand, no brand can not get the trust of consumers because the brink of poor sales, and Anta defined as the mass market, and has maintained the brand's focus Therefore, to achieve good performance in a recession unavoidable. On this basis, Anta implementation of vertical integration business model, the company fully involved in brand operation, direct sales channels and some products.

The other hand, Anta is also actively involved in the field of basic research and development of sports goods. In 2005, Anta sponsored CBA league, basketball on the products as the technology demanding, Anta founded China's first sports science lab. So far, the lab has contributed to the company more than 40 national patents, including the "comfortable feeling plastic," "database of professional athletes foot", "three-dimensional ergonomic cut," and so on. Filing shows a "comfortable feeling plastic" has been upgraded to the "comfortable feeling plastic " technology to further improve the damping capacity of sports shoes. These technologies basically completed the conversion market will be gradually used for production. Tao believes that as more and more attention to sports consumer functionality, Anta in sports science and technology inputs has resulted in a good market effect.

Summarize my experience of these Anta also received industry recognition. United Securities analyst Wang Rong textile and apparel on the "Business Weekly" that the recession to the relative decline in the purchasing power of consumers, Anta's mid-range priced products closer to market demand, sales increased substantially more for the results scale. "Like Toyota, the oil crisis to get the brand-saving advantages of a breakthrough, as in the current economic crisis, Anta should look for an opportunity to take off." But she also warns that the current situation, many high-end brands have into the low market, which is also a challenge for ANTA.

Fact, Anta is also preparing to take off. By the end of 2008, ANTA initiated strategies for the future research, and reach the international consulting firm McKinsey & Cooperation Agreement. ANTA also conducting management to enhance, not only on the Enterprise Information System ERP great investment, but also in product development, brand enhancement continue to increase investment.

Tao compared to the piano business operations. Playing the piano, the pianist is not snapping a button you can, but need a harmonious match for each finger to play the beautiful music. "Given the current economic crisis, companies in product development, management infrastructure, brand, operations, channels have to stand the test of time, or manipulation, is through a fundamental crisis." He said.

"Vanity Fair faded away, we will truly withstand the test or find the most real, most basic, the most lasting and something new." Tao said, "to seize the opportunity, every time a wave came all standing in the forefront rather than into the seabed. To this end, Anta continue to implement the 'never stop' spirit, which is the Anta pursued. "

by: gaga

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