Anta Zhang Tao: Strive To Be The Leader Of Sports And Leisure Industry In The Next Three Years

Zhang Tao, vice president of Anta Sports, said in an exclusive interview with the author that the company's order meeting in the fourth quarter of this year was better than that in the last quarter, and both the management and dealers were full of confidence in the future market. "I believe that the growth of the sporting goods industry will be better this year, and Anta aims to become the top two in sales and brand in the Chinese market by 2013," said Zhang Tao.

Orders will show optimistic expectations of performance

The annual quarterly order of Anta Sports will be regarded as the "barometer" of the company's future sales performance. Zhang Tao, vice president of Anta, said that the order amount growth of the company's just concluded order meeting in the fourth quarter of 2010 was better than that of the third quarter of this year, showing the dealers' optimistic expectations for the future market.

Zhang Tao said that compared with 2009, the market environment has improved this year, and the relevant national consumption promotion policies have brought some opportunities to the sports goods market; This year is also the "Sports Year", and the "inspirational effect" of large-scale sports events such as the Winter Olympics and the Asian Games will also create more development opportunities for sporting goods manufacturers.

According to insiders, the average price increase of Anta's clothing products was about 10% and that of shoes products was about 5% at the order meeting in the fourth quarter.

Zhang Tao explained that at this order meeting, Anta launched licensed products for the Asian Games in November. The design and use of raw materials of these licensed products are better, and the increase of product added value will also lead to higher retail prices than other products of the company; In addition, the cost of raw materials and labor of the company is rising rapidly.

Guotai Jun'an Research Report points out that the increase in product prices will make Anta's gross profit margin rise steadily this year, and will also improve the company's profitability.