Anta'S First Half Financial Report Announced Outstanding Performance Of Its Brand FILA

FILA, which was acquired in 2009, has been improving its performance in recent years. According to Anta's financial report for the first half of 2020 released recently, FILA's performance in the first half of 2020 was very outstanding, and it surpassed Anta's main brand for the first time. This is the first time that the company's operating profit has been reversed in 2019.

According to the report, the FILA brand increased by 9.4% to 7.152 billion yuan on a year-on-year basis. Although the total revenue of Anta Group decreased slightly by 1%, the overall gross profit margin was 56.8%, which was a record high, mainly due to the contribution of FILA brand.

In addition, according to Anta financial report, the growth of other brands led by Descente reached 8.3%; thanks to the epidemic, Anta's e-commerce business increased by more than 50% year-on-year in the first half of the year; online business income of FILA, Descente and Kolon sport increased by more than 100% year-on-year.

Anta Group has achieved such excellent results, which is inseparable from the group's efforts and efforts. With the outbreak of the epidemic in 2020, Anta has a positive attitude to deal with the crisis. According to the current situation, Anta accelerated the reform and reshaped the omni channel model. Through live broadcast, brand promotion and brand promotion of KOL.

Regarding the performance growth of Anta's FILA, textile and clothing brand management expert Cheng Weixiong said that the success of FILA was mainly due to the fact that its sports fashion brand was in line with the consumption trend, the positioning of medium and high-end products was very good, and the differentiation and differentiation of competitive products were also good. At the same time, the full direct marketing mode was more conducive to the high degree of synergy among brands, products, channels and users.

It is understood that from the second half of 2020, Anta will comprehensively promote the digital transformation strategy of Anta Group, and will transform from "wholesale and distribution retail mode" to "direct retail mode facing consumers".

In addition, Anta Group has not stopped to fulfill its social responsibility. Despite the pressure from the epidemic, Anta Group has established a global strategic partnership with WWF to promote sustainable development of textile industry, green transformation of supply chain and biodiversity protection.

Before that, Ding Shizhong, chairman of the board of directors and CEO, said that China's textile industry must focus on long-term sustainable development. Anta will self-demand, and work together with upstream and downstream partners to deepen and promote green innovation in the industry, build a sustainable development system for China's textile industry, and "never stop" in green environmental protection

From the above we can see that Anta's strong strength, even in the epidemic period, can still be stable through, Anta is no longer the former Anta, its breakthrough before its own. It is still obligatory to fulfill the social responsibility.