Anta Posted A 17% Decline In Profit In The First Half Of 2012.

Although the Chinese delegation is the sponsor of Olympic award dress, Anta Recently, unlimited scenery, but behind the pressure may be only Anta knows. Yesterday, Anta sports released the first half of the financial report shows that the company's turnover was 3 billion 934 million yuan, down 11.6% compared to the same period last year, gross margin was 1 billion 644 million yuan, down 13.7% compared with the same period last year; net profit attributable to shareholders of listed companies was 770 million yuan, down 17% over the same period last year.

Anta pointed out in a semi annual report that profits have been seriously affected by high inventory prices and large discounts. In addition, Anta has forecast the weakness of consumption during the reporting period, thus reducing the volume of shipments to distributors. This is also the reason for the serious decline in revenues. Following the semi annual report is a notice explaining the situation of Anta orders and single store operation in 2013. Anta said that the order volume in the first quarter of 2013, which ended in July, dropped by about 20%-30%, while the profitability of the single store in the first half of this year also declined slightly.

From these figures, two years ago profit The days beyond Lining's Anta are equally bad. In 2010, Anta's profits surpassed Lining, China's largest sporting goods company for the first time, and created a high profit of 1 billion 96 million yuan in the first half of 2011. However, with the rapid expansion and competition of the whole industry, almost all brands are unable to escape the huge inventory problem. The reporter failed to find the latest data of Anta inventory in the semi annual report, but the 2011 Annual report shows that Anta's inventory is 618 million yuan, XTEP's inventory is 671 million yuan, and Lining's stock is close to the sum of the two enterprises, reaching 1 billion 130 million yuan, almost two times that of 2008.

The domestic sports brand once regarded the London Olympic Games as an excellent opportunity to expand sales and clean up inventory. In the London Olympic Games, Anta is the highest level strategic partner of the Chinese Olympic Committee, and the market expects its sponsorship amount to be as high as 600 million yuan. However, Zhao Xiao, an analyst with China Merchants Securities, expects that the proportion of advertising costs of sports shares will account for 1-2 percentage points of the total sales this year. But Olympic sponsorship has almost no help in performance, because the mainland media's attention to London Olympic Games is obviously less than that of the Beijing Olympic games, coupled with time difference, consumers feel less about the Olympic Games, and the marketing effect is limited.

For the future development, Anta sports chairman and CEO Ding Zhizhong said the second half of the year. Sports goods The industry still has the risk of inventory and discount, so it will control the future order volume and shop expansion speed, and grow steadily.