Grasp Digital Anta'S Performance In The Third Quarter Continues To Improve

The times are constantly changing, the focus of brand development is also changing. Because of an epidemic, the development of online digitization has a greater development space. The importance of digitization is obvious, but offline is a fatal shock. The birth of this situation may mean another big change.

More than half a year has passed. After the second quarter report, the third quarter report has also come. Recently, Anta Group released the latest report of the third quarter of 2020. Although it did not disclose the specific revenue, it can be seen that the group showed a good momentum of development in the third quarter, especially the group's non major brands such as FILA brand and desant.

Specifically, in Anta's third quarter report, the retail amount of Anta brand products achieved a positive growth of low unit number; the retail amount of FILA brand products achieved a positive growth of 20% - 25%; the retail amount of other brand products achieved a positive growth of 50% - 55%, including Descente and Kolon Other brand products such as sport, spandi and kingkow are also available.

Compared with the performance of the first half of the year, the performance of the group has achieved a good recovery. In the first half of the year, Anta Group achieved revenue of 14.669 billion yuan, only 1% lower than the same period last year; FILA brand increased by 9.4% to 7.152 billion yuan.

The reason for Anta's excellent performance in the third quarter report is that online sales are strong and strong, and the sales of school opening products have risen sharply in the first quarter of the third quarter, which has contributed a lot to the performance of this quarter.

It can be seen that online development is still the focus of attention at present, and it is a good development channel for many brands to achieve growth. Therefore, it is also a key investment object. It is worth noting that Anta Group has introduced digital technology into the operation of the group a long time ago, and the funds used are as high as 1 billion yuan, or even more than this figure. However, the final result is obviously very successful.

In addition, the DTC strategy announced by Anta Group in August also laid a good foundation for the group. It is learned that the DTC strategy can help the group further improve its control over Omni channel inventory and improve the efficiency of commodity circulation; at the same time, it can help the group to face consumers more directly and respond to consumer demand.

The success of a group is closely related to the efforts behind it. In this year's development, under the impact of the epidemic situation, Anta Group made rapid response and achieved good results, its strength is not to be underestimated.