& nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] ANTA Sports Products Limited (02020.HK, hereinafter referred to as "Anta") survived the winter, and it seems, it might have come in the spring Lane looks strong. In early August, Anta released in 2014 semi-annual report, first half operating income was 4.12 billion yuan, an increase of 22.4% over last year; first half net profit of 802.8 million yuan, an increase of 28.3%; gross margin 45.1 %, over last year increased by 4 percentage points. This is Anta in the first half of 2011 made history the best score better results after another, then, Anta achieved the best results in history - 927 million yuan net profit. subsequently released semi-annual report, including Li Ning, special steps, 361 degrees, Pick, China trends, although each company are still trapped in the stock, but the whole, Anta best performance. "I am confident that next year we will not be worse than this year, because I know tha cheap jordan shoes for men t the work we have done now, not just this thing." Chairman of the Board and CEO of ANTA Shizhong "First Financial Daily" Say. transition In the past more than two years, China sporting goods industry in deep difficulties, small businesses have been unable to resist the cold collapse of large enterprise restructuring difficult, Adidas is a rare winner in this round of the downlink, and its transformation Action began in 2009. 2013 ?? 2 25, Shizhong in their own micro-blog wrote, eyes closed money era is over. At this time, Anta is undergoing the most historically significant adjustments. Shizhong "First Financial Daily" admitted Anta reflect on "why others can not, we are not OK?" However, it is not a Anta latest action. Anta in 2012 revenue and net profit fell 14.4% and 21.5%, the outside world does not know, motion Shizhong transformation as early as two years ago has begun. That time Anta net profit of 1.551 billion yuan, seems the situation is excellent. Retro jordans for sale But Shizhong realized retail transformation imperative. To this end, he even went to Belle specifically call Executive Director and CEO Sheng Baijiao. "Our business model, business model sports brand, is the brand wholesale, to sell to dealers on the line, called rough-run, with a business model for decades, there is no innovation, then there's Problems will erupt. "Shizhong" First Financial Daily "said. Anta Shizhong to set up three to five years to complete the transformation of the target, a similar transformation, another well-known shoe Daphne took eight years. Anta Shizhong need to quickly become a market well-being of brand perception, operational excellence killer it once was, and now, re-examine the operational capabilities, also became Shizhong first work to be done. He cut starting from the dragnet store inspections, did not miss any opportunity to enter the store to view. Even in intermittent meeting, he also let your local dealer to arrange store inspe Cheap air jordans for sale ctions. Two years, he traveled more than 500 prefecture-level cities. problem very thoroughly exposed, in the past, Anta more attention to the number of stores, peaked at 8075. Dealer expansion spree also received great support Anta, new store opened - Anta shipments - owed money, ad infinitum. "In the past we seek is the number, it is the pursuit of quality. Effective shop is the most important, invalid store unimportant." Shizhong on the "First Financial Daily" analysis, do quality, depending on growth in same store, depending on profitability, depends on sales ratio, depending on accounts receivable. 2012, Anta formally proposed by the "brand wholesale" to "brand retail", Shizhong view clear, "the quality of the store, including the location, size, interior decoration, is more important than the number of stores," target is also very clear, "Adjusting the shop, to enhance store efficiency and enhance profitability." Specifically, ANTA will streamline distributio Cheap air jordan 12 taxi for sale online free shipping n infrastructure, eliminating the sales regions, more flat organizational structure, can closely monitor the dealer's sales performance as well as in-store inventory levels. In addition, category management is based on the original category, such as shoes, clothing as classification criteria, now change to become different projects, such as running programs, basketball, comprehensive training programs and so on. strong push landing ERP systems, to promote real-time data collection in order for dealers to provide accurate ordering instructions. Shizhong said, Anta in most stores nationwide implementation of the ERP coverage will be extended to four orders of the original "4 + 2" mode, and is striving to achieve a single store orders. "Can do every store sales data analysis, make up a single, monitor etc. hop single." Control the discount rate, with a view to strengthening the dealer's competitiveness and profitability over the long term; to optimize the flexibility and cheap foamposites efficiency of the replenishment, to meet market demand and seasonal product differentiation, the main push of the product. and increase investment in product development, "R & D costs accounted for 1.1% from a few cost of sales ratio increased to 4.4 per cent a few." As of June 30, six months, Anta in R & D It has invested 095 million yuan. "Gross margin increased, a large part of the contribution from new products, in general, is the difference." semi-annual report, ANTA in the past more than two years, a total of 1,000 stores turned off, the current total number of stores to 7,701 by the end, Anta its number of stores each section plans to open up to 9400, least open to 9150. For Shizhong, the management of the border is that the proportion of store losses can not exceed 10%. "Sporting goods industry or, in other industries or, within 20% loss shops are good." Shizhong "First Financial Daily" said, Anta in the case of the worst, the loss ratio is higher than 20% sh cheap jordans for sale op. "Why Anta be the first to recover, others can not? Why do Anta obtained, others can not?" Shizhong answer his own question, "should first look at your business base," he says, why are not afraid of Anta change, for three reasons, "First, the financial health of the enterprise; Second, inventory burden is not great;. Third, the vast majority of dealers are profitable" The second is the management capacity. "Chinese enterprises real core of the problem is management." In Shizhong opinion, management is reflected in the enterprise is in a good industry, and how performance, the business model is feasible, the team is not good enough. The third is the pursuit of sustainable growth or short-term benefits. Obviously, Anta in this round of consolidation process, the focus is to adjust the business fundamentals, such adjustments, aimed at the future for a long period of time, companies will not market volatility and before faltering. Location All the maneuvers change cheap jordans online s derived from the Shizhong "Believe." He believes that the mass market in China do, Anta have a chance. data show that in the US market, sales of one hundred million pairs of shoes a year, Nike, Adidas sold 20 million pairs of shoes, contrast, recreational sports brand SKECHERS, able to sell 60 million pairs of shoes. struggling to compete compared with Nike, Adidas, Skechers another way, the day will undoubtedly be much better. "Brand fear is blind to follow suit, did not adhere to their own position." Shizhong on the "First Financial Daily" analysis. He thinks Anta Jedi, derived always know who he is, and always know what to sell to consumers, always know to whom propaganda, that is to solve the product positioning, consumer positioning, brand positioning matching problem. "expensive to do something good, cheap to do something good, cheap and good things not to do." Ding Shizhong believes Anta do is "cheap and good" product, "which is our core competence force. cheap jordans for sale mens " "If someone else's business model to move over to succeed, it would be too easy." ANTA Shizhong insist their own product models, such as retention of its own plants, make plants started from early Anta, Anta plant is a competitive advantage - enables fast fill orders and help contribute to profits. OEM Nike and Adidas to survive, there is no way to learn Anta, Adidas, Nike school, "I like them will be ruined." As a mass brand, Anta do is to control the entire value chain, which means precise cost control. For example, last year's prices down more than doubled, Anta do not panic, because the previous year had been good buying decisions in advance. brand positioning in a second-tier cities, or three or four lines of consumer marketing, in Shizhong it seems, it is a false proposition, the key is whether to seize their own targeted consumer groups. "Demand for high-end second-tier must be more of the same, also the largest mass consumer." Shizhong consumers often move Retro jordans for sale the car to observe, that the above, more than half of the people either can not afford Anta shoes, Anta shoes that expensive either, in a national perspective, this figure is at least 650 million. so that every Chinese person buy one, we are able to sell 1.3 billion of products, this kind of rhetoric, the business community in China has been seen as crazy, unrealistic. Shizhong trying to use a more rational way to think, "1.3 billion people, 13 people each to buy a pair of it?" Ding Shizhong that "you do not look at how to do the Nike, Nike made its market, I do my market, it does not possible take-all. "He was convinced that the real market space in China," I want to sell the most public of consumers 100 million pairs of shoes. " In China, entrepreneurs are collectively caught fleeing the cycle among Industry, Shizhong stick to their original intention: "I just do clothing, I was selling shoes; I will always put my shoes do know, the clothing good; always clear to who Cheap air jordan 12 for sale online free shipping m the shoes, the clothing sell it; I want to think about how to bring the greatest benefit for my customers, it is I want to insist " Shizhong entrepreneurs do PE, VC critical of earlier he told a Chinese media interview has revealed he hopes to become Formosa Wang-type figure. This people can not help think of a few years ago, an old rival Anta, Li Ning, the company's founder and former Chinese gymnastics champion Li Ning, when the media talk about this topic entrepreneur, Li Ning said he, "is not the entrepreneur important, is not the only important player. " Shizhong no identity or the identity of anxiety, he believed throughout his entrepreneurship, especially industrialist identity, has been, and will continue to bring about change, "Nike and Adidas are in possession of half of the world's major markets in China, their market share lower than global, because we defend the Chinese brand established position in the Chinese market. "he told reporters. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partners: shoe & nbsp; clothing and shoes information.) 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