Anta Sports Online Sales Growth During The Epidemic Is Better Than Lining XTEP, Nike Nike

This article is authorized to be reproduced from financial graffiti author.

The sudden outbreak brought impact to all kinds of businesses under the line. It was originally the 2020 of the sports year, and it was also affected by the epidemic. The European Cup and the Olympic Games indicated that it would be postponed to 2021. The sporting goods industry under double blows is facing an even more difficult situation in the beginning of the year.

According to the company intelligence expert "financial graffiti" news, in April 15th, Anta sports (2020.HK) released the first quarter of 2020 operation situation, affected by the new crown epidemic situation, the 2020 quarter of the company Anta brand, FILA brand and other brands of water slide respectively 20%-25%/ unit number / high unit number.

Although Anta's sales in the first quarter were hit hard, FILA brand 2020Q1 is expected. Store efficiency fell by about 20%~30%, but the company management and investor exchanges mentioned that on the basis of full force online sales, the company's online growth in the first quarter was higher than expected, the overall online growth rate was higher than 40%, and it is expected that the electricity supplier in the future will maintain a growth rate of over 50%, and the original plan for the one or two quarter of the year is about 10%-15%, and the current buyback is less than 10%.

As a result, management has raised the outlook for the two quarter from a year earlier to a growth forecast.

According to ECdataway data Wei data, the domestic first-line sports brand Anta Lining is more or less squeezed by the international first-line brand, and the second line brand XTEP and 31st degree are even more.

In March, Adidas and Nike sporting goods sales continued to maintain positive growth, and Nike recorded a high double-digit growth rate.

Data source: ECdataway; financial graffiti arrangement

Of course, domestic brands also have a bright eye. Anta's FILA, the main high-end brand in March, has enjoyed an encouraging growth in sales of shoes and clothing. This point has also been revealed in the recent operation of the company in the first quarter.

According to different brands, Anta brand was more than 20% negative growth in the first quarter, but online performance exceeded expectations, the number of units in the growth was increased; the number of units in the FILA brand online and offline was negative, and the overall electricity supplier grew by more than 1.6 times in the first quarter. Because the FILA brand is aimed at high-end consumers, the brand influence is higher, and the impact is less. The FILA is mainly sold in the first and second tier cities. The logistics distribution is normal, and the overall online sales exceed the company's expectations.

In order to achieve the goal of 50 billion running in FILA2025, management said that apart from closing the invalid stores, the key is to increase the proportion of shops with more than ten million yuan. In the future, with the upgrading of FILA brand influence, we will get a better location of shops. After the products become more abundant, the store efficiency will be higher and higher.

At present, the resumption of Anta sports line stores, in April, Anta brand single store has been restored to 80%-90% before the epidemic, FILA single store level is close to flat, has returned to around 90%, FILA is expected to increase the number of stores in the two quarter of 10%.