Anta Announces Non Anta Brand Operation

The order of the brand products in the second quarter of 2017 ended in September 2016, and the order amount (calculated by wholesale value) increased by the number of units per year.

Meanwhile, in the third quarter of 2016, Anta

The retail sales volume (calculated at retail value) showed a low double-digit increase compared with the same period in 2015. The retail sales of non Anta brand products increased by 60%~70% compared with the same period in 2015.

From this announcement, the growth rate of retail sales of non Anta brand products reached as high as 60%~70%. This is the first reference to the operation of non Anta brands after Anta launched the "multi brand" strategy. This also means that Anta's multi brand strategy has been on the right track, and Anta is gaining more sustained and stronger growth momentum through multiple product matrix.

In this regard, insiders believe that the current Anta's non Anta brands are mainly FILA (Fei Le), DESCENTE (Desanto) and NBA, because

The brand has just started operation, and the growth rate of 60%~70% is mainly contributed by FILA.

Data show that as of June 30, 2016, FILA store (including FILA KIDS independent store) a total of 687, it is estimated that by the end of this year, FILA shop will be 700~750 home, the number of shops is expected to maintain about 10% growth.

In fact, Anta became the first billion enterprises in China's sporting goods industry last year, and will target the next ten years in the 100 billion journey.

Ding Shizhong, chairman and CEO of Anta's board of directors, has repeatedly stressed that under the background of constant subdivision of the sporting goods market, using multiple brands to cover the market segments and giving Anta the ability to compete with the international giants, Anta will realize "multi brands" through the form of brand cooperation and acquisitions.

So this year, Anta entered into a joint venture with Descente Ltd.'s Affiliated Companies Descente Global Retail Limited (DGR) and Itochu Descente, a Affiliated Companies joint venture group. This cooperation will push Anta's multi brand strategy to a new level.