The Beijing Winter Olympics came to a successful conclusion, and ANTA "Everywhere" became the biggest winner
On February 20, the schedule of the 2022 Beijing Winter Olympics was successfully concluded. The Chinese team won 9 gold, 4 silver and 2 bronze, ranking third in the medal table of the Beijing Winter Olympics, with the number of medals and rankings the best results since China participated in the Winter Olympics in 1980.
At the same time, during the Beijing Winter Olympics, from medals and equipment to venue construction and service guarantees, the ubiquitous Chinese manufacturing shined inside and outside the arena, achieving a bumper harvest of achievements and word of mouth.
Behind the scenes, some important changes have been revealed: the long-term strategic goal of the two-wheel drive of the Chinese team's ice project and the snow project has been achieved; the rise of Chinese science and technology and Chinese brand hardcore, the cultural self-confidence has been greatly improved, and the continued leap forward of Chinese manufacturing has a solid foundation. In addition, the sports industry as an upstream industry has a strong radiation effect, the enthusiasm and consumption potential of ice and snow sports have been greatly stimulated, and relevant domestic brands are expected to take the lead in ushering in historic development opportunities under multiple blessings.
Anta Group (ABS) is thus seen as the biggest winner after the sports event.
Anta's multi-brand supports the Beijing Winter Olympics. Among them, ASTA brand, as the official sports clothing partner of the Beijing 2022 Winter Olympic and Paralympic Games, from the official uniform equipment to the athletes' competition uniforms, medal uniforms (including the champion and runner-up equipment), as well as the customized clothing of the torchbearers, and then to the ultra-high sound volume on the social platform, the sales situation is correspondingly hot.
The Beijing Winter Olympics has been the seventh time that ANTA has accompanied Chinese athletes to the Olympic Games, and its understanding and application of Chinese culture and its strong investment in research and development have received the greatest feedback. Looking forward to the future, the ANTA brand is expected to promote Chinese sports to the world, rely on research and development to enter the high-end market, and jointly transform more growth momentum with ANTA's multi-brand.
Next, it can be further studied and discussed.
ANTA manufacturing and The Beijing Winter Olympics to achieve two-way "god assist"
To some extent, the ANTA brand's embrace of sports clothing for the Beijing Winter Olympics, the improvement of brand voice and performance, and the creation of the best results in the history of the Chinese team at the Beijing Winter Olympics can be seen as a two-way "god assist".
On the evening of February 5, the Chinese team composed of Qu Chunyu, Zhang Yuting, Fan Kexin, Wu Dajing and Ren Ziwei won the short track speed skating mixed team 2000m relay with a margin of 0.016 seconds, winning the first gold medal for the Beijing Winter Olympics for the Chinese sports delegation. The short track speed skating race uniform worn by the Chinese team comes from the ANTA brand.
According to the understanding, this race suit is very wrapped, has a strong resistance to wind resistance, and the breathability is excellent, this year ANTA brand has added a lot of anti-cutting elements and technology. Anta related R & D personnel introduced, "we have done a test, our short track speed skating suit can improve the performance of athletes by 0.25 seconds", anta manufactured "god assist" or can be seen.
In addition, on the morning of February 10, at the debut of the steel frame snowmobile project of the Winter Olympics, China's Yin Zheng created a new track starting record in 4.60 seconds, and the "god assist" made by Anta can also be seen behind it.
The key to the steel frame snowmobile race is about 25 meters of running, and reducing wind resistance and increasing speed are the most important indicators. When Yin Zheng set the track start record, he wore spikes made by ANTA on his feet. The spiked shoes have the industry's original deflector and airfoil drag reduction design, which can reduce the wind resistance of the shoe body by 10%, and the first 3D printed titanium alloy stud design to effectively enhance the force, which can reduce the wall friction by 53.5%.
It is also worth mentioning that the creation of this spike shoe relies on 12 invention patents for innovative layout, while breaking the monopoly of European and American brands. In the actual test of the athlete track in December last year, it increased by 0.054 seconds at the starting stage and an average increase of 0.023 seconds, which was better than many other overseas brands.
Anta's other brands such as Feile, Salomon and Atomik have also been recognized by the world, appearing at the opening ceremony of the Beijing Winter Olympic Games or providing equipment for other sports delegations. For example, Fei Le has become the competition uniform of the Chinese freestyle skiing aerial skills national team; the Salomon Blue Flame Series has helped more than 100 winter sports athletes embark on the Beijing Winter Olympics; the athletes from Sweden, Austria, France, Germany, the United States, Italy, Japan, Australia, Slovenia, China and other super 10 countries have worn Salomon to participate; the snowboard brand Artomik has sponsored athletes from 11 countries to participate in 11 major events.
At the same time, thanks to the opportunity of the Beijing Winter Olympics and its catalytic enthusiasm for domestic ice and snow sports, the sound volume of the ANTA brand has increased significantly, and the brand flow performance is strong.
Baidu search index shows that on the opening day of the Beijing Winter Olympic Games, the search index of the ANTA brand surpassed the Tokyo Olympic Games, and the brand voice reached the peak of nearly a year.
(Source: Baidu Search Index, Kaiyuan Securities)
In terms of sales, according to Ali data, the retail sales of the Anta brand increased by 26% in January 2022; according to Kaiyuan Securities, its offline January turnover increased by more than 70%, the price increase was about 10% and the sell-out rate was close to 80%; from January 31, 2021 to February 6, 2022, the retail sales growth rate of the Anta brand Ali brand exceeded that of other head sports brands; Feile ranked first in growth on February 3.
Deep binding of Olympic IP, multi-faceted forward-looking layout, accumulation of upward potential energy
Further attributed, ANTA can become a powerful empowerment and the biggest beneficiary, which is inseparable from its deep binding of Olympic IP and multi-faceted forward-looking layout.
As early as 2009, ANTA brand became a partner of the Chinese Olympic Committee, and since then, it has experienced 7 Olympic Games from the 2010 Vancouver Winter Olympics to the 2022 Beijing Winter Olympics, during which it provided self-developed competition equipment for the Chinese national teams in 22 Olympic projects, and created the most Olympic equipment for the national team. It can be said that the ANTA brand is a national brand that grows and breaks through with the national sports industry, and gradually forms a brand professionalism and uniqueness.
At this Beijing Winter Olympics, the ANTA brand created competition equipment for 12 Chinese national teams in 15 major events, endowed with "god assists", and the brand tone was further upgraded, climbing upward on the basis of occupying the psychological highland of consumers.
Behind the "God Assist", ANTA has invested about 3 billion yuan in research and development upgrades in recent years, including the establishment of the industry's first state-level enterprise technology center --- ANTA Sports Science Laboratory, material testing of professional sports equipment and research and development of core sports technology, etc.; the cumulative application for more than 1,800 national patents, leading the market peers; the Chinese competition equipment created has reached the world's top level.
At the same time, at the marketing level, anTA brand signed a contract with Gu Ailing as early as 2019, and it was one of the earliest brands to hold hands with this post-00 athlete. When other brands "shouted" to hire Gu Ailing to endorse, and the commercial value of Gu Ailing was immeasurable, Anta and Gu Ailing had joined hands to reach the podium of the Beijing Winter Olympics. Anta brand also signed a number of Winter Olympic stars, including Wu Dajing, Sui Wenjing, han Cong, etc., to build a "ice and snow star matrix", with the fire of brand spokespersons during the Beijing Winter Olympics, the brand exposure rate increased significantly.
For example, after the birth of the first gold of the Beijing Winter Olympics, the short-track speed skating suit sponsored by the ANTA brand was called the "ice shark suit" on Weibo hot search; Gu Ailing won gold in the freestyle ski women's big jumping competition, and the Golden Dragon snow suit sponsored by the ANTA brand was on Weibo hot search.
As mentioned above, in addition to the ANTA brand, a number of ANTA brands have appeared at the Beijing Winter Olympics, which is also due to an EARLY LAYOUT OF ICE AND SNOW SPORTS, WHICH HAS SIGNIFICANTLY OPENED THE DEVELOPMENT CEILING WITH THE "SCALE EFFECT" AT THE BRAND LEVEL, THAT IS, "SINGLE FOCUS, MULTI-BRAND", AND THE STRATEGY OF BUILDING THREE MULTI-LEVEL GROWTH CURVES IS CORRECT.
ANTA has acquired the trademark and business operation rights of brands such as File in Italy, Disant in Japan, and Kolon, the first outdoor brand in South Korea, and acquired Amalfon Group in 2019. Amalfon Group's world-renowned brands include Canadian outdoor equipment brand Archaeopteryx, French mountain outdoor off-road brand Salomon, American tennis equipment brand Wilson and so on.
Combined with the data perspective, ANTA's 2021 performance forecast shows that ANTA brand and FILA brand have achieved double-digit growth in retail sales, and the retail sales of all other brands have increased by 50%-55% year-on-year, and the three multi-level growth curves go hand in hand.
The first sports brand "never stops", faster, higher and stronger
Looking ahead, the ANTA brand announced its "New Five-Year Plan" in July 2021, as well as the rapid growth of the "Winning Program LEAD TO WIN" in the next 24 months.
In the next 5 years, ANTA brand will continue to invest 4 billion yuan in sports technology research and development, on behalf of the national brand to promote Chinese sports to the world, is committed to achieving a compound annual growth of 18-25%, the overall market share increase of 3 to 5 percentage points. Within 24 months, we have adhered to the core strategy of professionalism-oriented and brand upward, focusing on eight major areas such as helping Chinese sports, improving the global research and development system, winning the double Olympic campaign, and accelerating DTC upgrading and digital transformation.
Combined with the current industry trends and the performance of ANTA brand sales, the core strategy of professionalism and brand upwards continues to play a role, steadily moving towards the goal, and even more optimistic development prospects, superimposed with Disanter, Kolon and other core high-potential growth curves to contribute new performance elasticity, anta's overall growth is particularly promising.
More specifically, it is divided into two time dimensions:
In the short and medium term, during the double 11 period in 2021, ANTA as a whole has dominated the sports category ranking of Nike Group, which has dominated the long-standing list with a total turnover of nearly 3.39 billion yuan on Tmall, accelerating the catch-up of overseas brands, and the growth rate of ANTA brand and FILA flow in the fourth quarter of 2021 has improved month-on-month; the retail sales of ANTA's brands have recorded positive growth throughout the year, and the fundamentals are stable and good.
Coupled with the enthusiasm of the Beijing Winter Olympics and ice and snow sports, anTA brand potential has been enhanced again, and the flow performance from January to February this year is strong; other brands have also performed well, contributing potential increments, and it is expected that ANTA's sales in the first quarter will be good, and the performance growth in 2022 will still be guaranteed.
In the medium and long term, the penetration rate of China's ice and snow industry is low, the penetration rate of the ski population is only 1%, and the subdivision is expected to usher in a period of rapid development of 3-5 years driven by the Beijing Winter Olympics, and the demand for ice and snow sportswear will grow rapidly. During the 2022 Jingdong New Year Festival, the consumption turnover of ice and snow sports related categories increased by 135% year-on-year, of which ice and snow equipment and ice and snow sports clothing increased by 107% and 99% year-on-year.
Moreover, as mentioned at the beginning, the successful hosting of the Beijing Winter Olympics has formed a solid foundation for the continued leap forward of Chinese manufacturing, that is, it can better support the high-end of the brand. Anta management has said that by 2025, the new nitrogen technology will be applied to 75% of the footwear products of the ANTA brand; after breaking through the nitrogen technology, it is expected that the proportion of high-priced products in the ANTA brand will increase. Just on September 27, 2021, the ANTA brand has launched a new generation of midsole technology "Nitrogen Technology". ANTA also plans to further revitalize its Olympic assets and apply the top technology applied to Olympic equipment to more mass products.
As a result, the ANTA brand is expected to continue to leap forward under a high base, the Winter Olympic marketing catalyst and leading technology to support the co-drive volume, price rise, profitability still has room to rise; the potential energy of brands such as Philharm, Disant has also been improved, is expected to benefit from the rapid development of China's ice and snow industry, as well as with the improvement of international recognition and expand the market. And through the brand matrix, it can reach more diversified and rich consumer groups, help marketing conversion, and jointly stimulate new momentum for growth.