Anta Condescends To Fight For Children'S Sporting Goods Market

< p > the performance of the major sports brands in China is low, and this trend is still spreading, which makes all the enterprises miserable. After Lining, Anta is stepping up.

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< p > Anta sports released its 2012 earnings report. Last year, its turnover fell 14.4% to 7 billion 623 million yuan, net profit fell 21.5% to 1 billion 359 million yuan, while gross margin fell 4.3 percentage points to 38%.

This is Anta's first decline in performance in five years.

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< p > it is learnt that Anta's new quarterly order will drop again.

The wholesale price of orders in the third quarter of this year recorded a decrease of 10%-20%, but it narrowed slightly compared with the first quarter and the two quarter.

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< p > it is worth noting that the half year report of Anta in 2011 showed that it took the advantage of 160 million yuan to pull Lining out of the saddle for the first time.

In the fiscal year of 2011, Anta was at the forefront of the 5 big brands both in terms of sales growth and number of stores.

Before the announcement, the market predicted that Anta would exceed 10 billion in 2012.

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< p > < strong > Anta wants to turn children's clothing to salvation. < /strong > < /p >

< p style= "text-align: center" > < img border= "0" align= "middle" src= "/uploadimages/201303/13/20130313104635_sj.JPG" alt= "/" < < >.

"P", according to the annual report published by Anta, last year, the series of professional sporting goods shops and sports life series stores were 8075, 590 fewer than in 2011, and this year will maintain prudent handling of future orders and the implementation of retailers' store plans.

By the end of 2013, Anta stores (including sports life) will be closed about 500.

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At the same time, the number of Anta children's wear shops has been increasing. "P"

Last year, it increased the development of children's sporting goods series, and the number of shops increased from 632 in 2011 to 833.

It is estimated that by the end of 2013, the total number of children's sporting goods stores will reach 950-1000.

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< p > however, children's clothing in pition will be hard to redeem.

For the children's clothing market that has just started in recent two years, the brand will appropriately lower the threshold to complete a higher store opening goal.

However, a brand like Anta "condescending" is bound to affect the brand image, which has to be considered carefully.

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